The career development resources your association offers are a valuable member benefit. But did you know that they can also boost engagement at your association’s annual conference? Here’s how.
Career resources are a valuable member benefit. In fact, association industry research shows that job opportunities and help with career development are among the most valuable member benefits. But career content doesn’t have to be limited to your online career center or career events.
By integrating career-related content with your annual conference, you can give members another chance to access the career development resources they want. You’ll add more value for your members (and sponsors!), helping to make your annual conference a can’t-miss event.
This approach can help you grow attendance, drive more engagement, and increase revenue for your annual conference.
Five ways to integrate career content into your association’s annual conference
Let’s look at five specific ways that you can integrate valuable career content into your association’s annual conference.
1. Deliver top candidates.
Employers want to hire the most qualified candidates. That makes your annual conference a gold mine for recruiters in your industry or profession. There’s no other place where an employer can connect with a more concentrated group of professionals in your industry who are actively committed to advancing their careers through professional development and networking opportunities.
To facilitate connections, provide a dedicated area during scheduled networking events just for employers and job seekers. This approach provides a casual atmosphere where employers can learn more about potential candidates outside of a structured interview environment, and job seekers can network with multiple employers.
2. Host an event within an event.
Hosting a career fair during your conference is a powerful way to attract new and returning members to your annual conference. A career fair is a valuable event for your job-seeking members. Plus, this offering adds an opportunity for you to sell more booth space and advertising to employers.
Offering a career event at your annual conference enables members to connect with multiple companies in a short timeframe. It also provides employers with access to an active and engaged audience of industry professionals in a single location. This “event within an event” will generate added revenue, and your online career center will experience a surge in traffic before, during, and after the event.
3. Offer new sponsorship and advertising opportunities.
Open your annual conference advertising and sponsorship packages to employers and recruiters by offering targeted advertising packages. Doing so helps employers and recruiters reach your members with job opportunities. For example:
- Add a section for “Featured Job Postings” within your annual conference program.
- Add a “Featured Jobs” widget on your annual conference website or web pages.
- Allow advertisers to insert printed materials or branded gifts into the conference bag.
- Offer digital and printed recruitment guides that include relevant career development articles and resources for members, plus paid ads from employers looking to hire your members. You can hand out printed guides at your in-person events, and then send digital copies to all of your members.
Package these advertising opportunities with your online career center products to expand employers’ reach online and offline for the duration of the annual conference. Encourage advertisers to post their job openings online before and during the event to further drive interest. Also, provide employers and recruiters with a package that offers access to your résumé database, allowing them to research potential candidates before the conference and invite them to meet in person at the event.
4. Drive awareness for your annual conference by adding career services.
Enhance your annual conference by adding career services, like a Certified Career Counselor, onsite to help job seekers. Some Certified Career Counselors may be willing to participate at no charge to you in exchange for the exposure they receive to job seekers. These counselors can help with résumé critiquing, career counseling, interview tips, and more. If job seekers are interested in more in-depth engagement, they can make that arrangement onsite.
Promote this exclusive opportunity through a banner ad on your career center website to drive more interest in your annual conference.
5. Showcase your career center.
Short breaks and times between conference sessions present a great opportunity to engage your members with your career center. For example, have a set of computers available for use, with your online career center as the default homepage. This will allow attendees to view current job openings and upload their résumés on site. And if you’re hosting a career fair, attendees can schedule meetings with employers right there.
These approaches create a simple and seamless experience to facilitate the employer and job seeker connection while highlighting your career center.
Take the next step.
Whether you choose to have a booth at your conference to register members for your online job board, or you host a career fair (or both!), featuring career center resources at your association’s annual conference can increase engagement and add value for your members and sponsors. These types of event enhancements can have a positive impact for your association, sponsors, and members long after everyone has returned home.
If you aren’t offering an online career center as a member benefit, it’s time to take a look at how it can play a significant role in your organization’s success and ongoing financial health.
