The latest association research conducted by Momentive Software found that nearly half of all members want job, networking, and referral opportunities. Hosting career fairs, both in-person and virtual, is a great way for your association to provide member value while serving your industry and generating revenue.
But building a great career fair isn’t enough. You must also promote it. As with your overall association marketing and event marketing activities, you must let members know about this great resource. Otherwise, your members might miss out on a key member benefit to help them find their next great job opportunity.
Using a multi-channel marketing approach will help your association promote your career fair to members and prospective members. Read our blog to discover helpful best practices and strategies to promote your association’s career fairs.
6 steps to enhance your association’s career fairs
Planning a career fair can feel like a big undertaking, but with the right strategy, a career fair can become one the most valuable benefits your association offers. Follow these six best practices to ensure your members know all about your association’s next great career fair:
1. Convey your career fair benefits
Highlight the value of your career fair and ensure your members understand the full range of benefits they’ll gain by attending. Here are four ways to show off the value of your association’s career fairs:
Connections: Members can meet and connect with professionals across the industry, opening the door to future collaborations and opportunities.
Insights: Members can gain powerful market insights, stay informed about current hiring trends, and learn what employers are really looking for in today’s competitive job market.
Opportunities: Show members how they can engage with employers who are actively hiring and discover roles aligning with their skills and goals.
Feedback: Members can benefit from interview practice, professional experience, and constructive feedback on their résumés and CVs.
2. Use your website
Place banner ads on your website and online career center that promote your career fair event and link to the registration page. Dedicate part of your next conference or meeting page to the career fair. Include career event pictures and attendee quotes from previous career events to highlight the member benefits of attending.
As employers sign up for your career fair, update your website with company logos and make sure to include a clear link to your registration page. As members and attendees register for the event, encourage all to update their résumé on your career center.
3. Leverage email campaigns
Send dedicated member emails promote your career fairs. As employers sign up for the event, include their names and logos in your email campaigns. Emphasize to your members how they can find the right position with these companies who will be attending the career fair.
Also, add a blurb to one of your monthly member emails or e-newsletters promoting the career fair and registration. And remember to promote the career event as far in advance as you can. Increase the number of promotions as you get closer to the event day.
4. Publicize upcoming career fairs in your online community
Announce your career fair’s date, time, and location in your association’s online community as early as possible to generate interest. As event planning progresses, keep members engaged by regularly updating the post with new details—such as a list of participating employers, keynote speakers, featured job opportunities, and any special sessions or workshops being offered.
Encourage members to RSVP or register through the event page and use polls or discussion threads to gather input on what they’re hoping to gain from the fair. This not only builds excitement but also helps tailor the event to your members’ interests.
Don’t forget to pin the post or create a dedicated event hub to ensure visibility and consider tagging relevant member groups to boost participation.
5. Use online and print publications
In your publications, include advertisements promoting your career fair. Also, consider sending postcards; they’re a great way to promote a career fair and your online career center to your members. Send them via the mail or place them in welcome bags at your next in-person conferences or meetings.
Recruitment guides, which can be digital or printed, can also help to promote your career fair while connecting members with top industry employers and driving revenue for your association. These guides can include the following:
- Relevant career development articles and resources for members
- Advertisements from employers looking to hire your members
- Advertising opportunities for your association initiatives
6. Run contests
Create fun and rewarding contests to encourage job seekers to participate in your career fair and engage with your career center. For example, offer a prize to members who upload their résumé to your online career center during a specific time window before the event. You can also incentivize actions like registering early for events, attending your virtual career fair, or visiting a certain number of employer booths.
Promote these contents on your social media channels, in your online community, and in your email campaigns to members. Use eye-catching graphics, countdowns, and compelling calls to action to drive participation.
Learn more association career fair strategies
These are just some event marketing tips to make sure your members are taking advantage of one of your most attractive member benefits – your career fairs. YM Careers by Momentive Software offers job board software and career advancement solutions for the association industry.
