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Society & Association Career Center Marketing 101
So, you’ve built your brand new career center to support your community of members to progress and develop their careers. Now you to need ensure all your members know about it, and here’s how…
Everything’s in place, now focus on promotion
Customized web-based career resources
FOC member benefit or user pays
Flexible platform, responsive design accessible from a range of devices
Reaching your member community
PRODUCT PRICE PLACE PROMOTION
1 - Maximize your digital presence
Your own website and Wiley Online Library
Your own website presents a great opportunity to ensure your career center is really visible to your community of members. Presence on Wiley Online Library will also help to increase awareness.
HOMEPAGE
• Produce an ad – place it above the scroll • Look at your analytics to understand which
homepage positions perform the best and use them • Include a feed of jobs from your career center
RUN OF SITE
• Promote via latest news • Don’t forget to add the career center to your
member benefits page • Consider a career center ‘pop-up’ when a
member signs in • Banner ads on all subject-relevant journal pages
on Wiley Online Library
1. Understand on which networks your community of members are active.
2. Update the above social media accounts with assets related to the career center launch.
3. Create a memorable and meaningful hashtag that categorizes career center.
4. Create a short video overview of career center.
5. Implement a teaser campaign – ‘coming soon...’.
Social Media
Social Media is an important part of the member engagement equation, so make sure your career center is prominent on social networks…
Make sure your career center is found via search engines
1. Incorporate high-quality career center content into your main website.
2. Identify the keywords your community of members will be using to search for career support and build them into your website content, also use the keyword list for:
3. Paid search campaigns.
4. Build links from other websites to your career center.
PAY PER CLICK EXAMPLE:
Wiley’s society partner, The Society
for Conservation Biology, received over 135,000 impressions in just one month, for a budget of less than
£1,500.
2 - Direct Marketing
Talk to members directly
In doing so you’ll strengthen personal connections and you can focus on specific groups too. You’ll also get quantifiable results.
LAUNCH TO COMMUNITY
CAREER CENTER
ENGAGEMENT CAMPAIGN
REGULAR
FEATURES IN NEWSLETTER
CONSIDER
NON-MEMBER LIST RENTING
3 - Events
Talk to members face to face
Your annual member meetings provide an excellent interactive marketing platform, so make sure your career center is really accessible at all your member events.
PROMOTIONAL ACTIVITY
• Include career center features in pre event marketing activity • Career center flyers in welcome bags • Career center graphics on your stand or in your meeting room • Hanging banners
INTERACTIVE ACTIVITIES
• Give your members access to the career center on iPads
• Host a careers clinic • Live demos
For more information on promoting a career center to your community of members contact:
Interested in previous presentations on Wiley Career Centers? Find out more about what publishing can teach us about career centers in this presentation that looks at the connection between the two; the importance of content, marketing and sales.
