Advice on marketing your job board.
Positioning your organization as a leading resource for job search and recruitment in your industry is key to your job board’s success, says Tom Aley, VP of client management and analytics at Boxwood Career Solutions, a Naylor company. He explains how marketing can help.
What are different ways that associations can market their job boards?
Aside from top-level links in your website navigation, integrating the job board in other areas of your site through cross-promotion is the number-one way to provide visibility. Entry-level job postings relevant to early-career professionals should be visible on pages relevant to students and young professionals, while senior-level postings should be fed to areas of your site that promote leadership development. Jobs targeted at certain specialties should appear on pages supporting interest groups or communities operating in specific areas.
What tools can associations use to measure the success of their job boards?
Metrics that measure traffic and revenue should be top of mind. For traffic, we recommend that associations look at unique visitors, average job views, and new site registrations. These metrics demonstrate that the job board is delivering ROI. When it comes to revenue, dollars-per-job posting, average customer spend, and new-employer penetration are three metrics that can gauge your competitiveness and growth.
What should a successful job board do for an association?
It should generate nondues revenue and deliver members a holistic career-management experience. But without member involvement in the job board, employers won’t see ROI, so it’s important that associations make their job boards more than just a job-search tool. Integrating the career-related content that they are likely already producing is one way to get members to visit the job board more often.