In the ever-evolving realm of professional development, association career events stand out not only as pivotal platforms for networking and skill-building but also as significant drivers of non-dues revenue for associations. Traditionally held as in-person affairs, these events have transformed with the times, embracing virtual and hybrid formats to meet the diverse needs of the workforce. Association career events span across in-person, virtual, and hybrid career fairs and annual conferences, and contribute to the financial health of associations.
The Evolution of Association Career Events
In-Person Career Fairs
In-person career fairs have been a bedrock of association events, not only fostering connections but also serving as robust revenue streams. Registration fees, booth rentals, and sponsorship packages contribute significantly to the non-dues revenue of associations hosting these events. The palpable energy of in-person events creates an environment conducive to business partnerships, further enhancing revenue opportunities.
Your annual conference or regional meetings can be the perfect opportunity for your members to connect with leading industry employers who have great jobs to offer. This can easily be a new source of revenue for your organization.
You can host résumé reviews and give your members an opportunity to speak with qualified career coaches in your industry. Bring in industry experts to deliver career sessions with the ability to network afterward. Your members will see more value in your overall event as you provide them with direct access to top employers and networking to advance their careers.
With onsite career fairs:
- Your members can access career development resources and connect with potential job opportunities in your industry – all in one hub.
- Employers in your industry gain face-to-face access to highly qualified job seekers – often passive job seekers – in a cost-effective setting that also helps them build their brand in the industry.
- Your association delivers great member and industry value, and drives revenue by charging employers to participate, without a lot of additional work and cost because your members and many industry employers are already there attending your larger event.
Virtual Career Fairs
The shift to virtual events has not only expanded the reach of association career events but has also opened new revenue streams. Virtual platforms provide opportunities for sponsored webinars, virtual booth upgrades, and premium visibility for sponsors.
Associations can offer virtual exhibitor packages, creating a space for employers to connect with a global audience. The digital landscape allows for precise metrics, enabling associations to demonstrate the value of virtual events to potential sponsors.
Virtual career fairs offer your members a convenient and affordable way to network and engage with employers. Here are a few ideas to keep attendees engaged:
- Use checkpoints throughout sessions to engage your audience and track attendance.
- Periodically quiz your attendees to see how they are absorbing information.
- Incorporate live Q&A’s so attendees can interact with speakers in real-time.
- Enable the live chat feature during sessions so attendees can share ideas.
- Create a sense of community through interactive polling.
Employers purchase branded online booths where they can highlight job openings, company information, and other materials. Job candidates can then visit these booths during the virtual career event to chat virtually with employers.
With virtual career fairs:
- Your members have an easy and inexpensive way to meet with multiple employers in just a few hours versus simply applying for job postings online and hoping to hear back.
- Employers in your industry have a quick and convenient way to develop their pipeline of talent by meeting virtually with a pool of highly qualified candidates.
- Your association provides a valuable member service while generating non-dues revenue.
Hybrid Career Events
The hybrid model, seamlessly combining in-person and virtual elements, introduces a new dimension to non-dues revenue generation. Beyond the traditional avenues of booth rentals and registrations, hybrid events allow associations to diversify income streams. Virtual sponsorships can extend beyond event days, offering visibility in pre- and post-event communications. Hybrid events often feature virtual swag bags, sponsored networking sessions, and premium digital content, providing additional revenue opportunities.
Career Events Beyond the Job Fair
Associations can host events beyond career fairs, whether they’re in-person, virtual or hybrid. Here are a few examples:
- Résumé review – Offer your members and industry job seekers free résumé reviews and coaching given by expert résumé writers and career coaches. You can even tie this event into your annual conference or a recruiting event.
- Mentoring event – Plan an event that connects mentors and mentees. Provide a space where the two groups can engage one-on-one and offer a public forum for group conversations.
- Networking event – Networking is one of the primary reasons members join an association. Invite members to connect after hours in a casual setting by hosting events that can be run by region, job specialty, or other themes.
- Learning event – Consider hosting a topic-focused event that’s relevant to your industry or profession. This type of event can help you engage members in a meaningful new way by providing a venue for members to learn and advance their careers.
- Membership event – Offer an event that’s solely focused on your association. Provide a venue for professionals in your field to learn about your association and all it has to offer. Set up booths dedicated to membership, learning and education, and careers, while giving yourself an opportunity to engage with prospective members and increase your membership.
Key Benefits of Association Career Events for Non-Dues Revenue
- Diverse revenue streams: The hybrid model, in particular, enables associations to diversify revenue sources, reducing dependence on a single channel. From in-person booth sales to virtual sponsorships, associations can tailor packages to meet the unique needs of sponsors and exhibitors.
- Global reach, global sponsorship: Virtual and hybrid events break down geographical barriers, attracting sponsors and exhibitors from around the world. This expanded reach not only enhances the association’s global presence but also broadens the pool of potential sponsors looking to tap into international markets.
- Year-round engagement: Virtual components of hybrid events allow for year-round engagement, providing associations with opportunities for continuous revenue generation. Webinars and on-demand content can keep sponsors in the spotlight beyond the event’s duration.
- Recruitment guides: You can drive even more revenue by offering digital and printed recruitment guides. These guides can 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, then send digital copies to all of your members.
Association career events have come a long way and continue to evolve. These events aren’t just about job hunting for current and prospective members; they’re the lifeblood that generate revenue streams to associations. Offering a diverse portfolio of career events makes the member experience richer and gives sponsors more ways to chip in.
