Your brand is what sets you apart from your competitors, but are you leveraging all your resources to drive career center traffic?
Recent research shows that members primarily join associations for career growth opportunities. And as leaders, you are responsible for meeting these expectations while increasing revenue for your organization, and at YM Careers we partner with our customers to develop the best approach for their market and industry.
The primary focus of any marketing team should be to build brand awareness, drive engagement, increase traffic, and generate revenue through marketing and lead generation efforts. Your marketing goals should ensure your organization is successful by performing strategic marketing to drive job seekers and employers’ paid jobs to your job board.
Your online career center offers a huge member benefit. It connects your members with their next great new hire or career opportunity. It also can be a source of revenue for your organization through paid job ads, sponsorships, and other fee-based products.
With the right technology and some proven techniques, you can maximize the member engagement and revenue your career center generates. These proven approaches will help you grow your career center through traditional, digital and social media channels alike.
Through traditional marketing, you are able to convey your unique value proposition and strengthen your brand. Here are some ideas to consider:
- Create an Infographic
Readers love visual content, and infographics are a prime example of beloved, linkable visual assets.
- Create an “Offline” Job Posting
Allow employers to purchase an ad in your print publication, right through the Career Center. Sell this on your Products and Pricing page, or as an upsell to every employer who purchased an online posting.
- Create a Combination Posting
Increase your sales price by including jobs on the Career Center and in your print publication. Classified ad pricing can be based on character, word or line volume
Email marketing has defied its critics in continuing to provide an array of benefits to marketers, from building trust to providing some of the greatest ROIs of any digital channel. With email marketing you can also utilize a lot of the aspects we have gone over in this webinar such as creating mobile friendly emails, adding dynamic content, and providing data driven results.
- Set Up Automated Campaigns
For job seekers, members, and employers this is a great way to continue to nurture contacts and market the career center.
- Send Monthly Marketing Emails
Distribute an email to your registered employers and job seekers each month with an update on recent organization updates, resources, and tips
- Create a Job Alert
Employers are often willing to pay extra for this distribution of their job to additional potential candidates.
Social Media Marketing
Organizations can reach both recruiters and candidates by promoting their career center online and building your career center brand among the 3.2 billion people on social media globally is the best way to grow your online presence.
- Know Your Platform
Once you master and consistently use one platform, add in another one. For example, if most of your audience is using Facebook, create a plan and schedule for that platform first. Focus on engagement, then add LinkedIn or Twitter to your mix.
- Update Your Status
Update your Facebook and/or LinkedIn status at least once a week with a link to the career center. Remember to include career center data such as the number of jobs you currently house, the number of resumes, the number of registered job seekers or number of employers registered.
- Set Up Automatic Feeds
Set up an RSS feed for new job postings to automatically integrate your Career Center with Facebook and Twitter. Promote new jobs at a set interval or distribute only featured jobs.
Interested in learning more? Watch our latest webinar to learn how you can leverage your brand utilizing traditional, digital, and social media marketing today!