Boost the 3 R’s (Recruitment, Retention and Revenue) with a Career Center
Conferences, professional education webinars, advocacy efforts, networking opportunities, or even a magazine, are all obvious benefits for most member associations. But often overlooked is a career center that can serve as a recruitment tool for highlighting non-members.
The One-Two Punch
A well-run career center helps an association identify potential new members, and generate non-dues revenue, as well as acting as a benefit for its current members.
With over 2,000 views per job posted, and 33,000 unique visitors each month, the American Society of Civil Engineers (ASCE) Career Connections has hit this nail on the head.
“We have over 146,000 members, and have a very high retention rate, but Career Connections provides an introduction to the association for students or new graduates,” says Dianne Vance, CAE, director of advertising, sales and business development for the association. “It also offers a full range of resources for existing members as they pursue other positions.”
A significant number of the nation’s civil engineers are already members of ASCE, but because there is no fee for non-members to set up an account, Career Connections provides an opportunity to identify potential new recruits. Contact information for non-members is collected, and can be used by membership staff to reach out to potential new members.
More importantly for ASCE, Career Connections provides a steadily increasing source of non-dues revenue for the organization says Vance. “There is no cost to search for jobs, but employers who post job openings pay a non-member fee of $495, or a member fee of $295.”
Employers are willing to pay the posting fees, because ASCE has taken steps to position Career Connections as a key industry resource for human relations personnel.
“We’ve made the site a dynamic resource that constantly offers career guidance articles, resume- writing services, and career-coaching services, to our members for a reasonable fee,” says Vance.
Partnering with other associations to form the Engineering and Science Career Network (ESCN) also increased job seekers’ reach, as ASCE member resumes are posted to other relevant sites.
By continuously marketing the career center to members, and offering resources that go beyond merely listing open positions, Vance ensures ongoing use of the site, which increases the quality of applicants for employers.
Adding a Valuable Revenue Stream
The Association of periOperative Registered Nurses (AORN) has offered job listings since the late 1990s, but the service was primarily an electronic job board until recent years, says Susan Becia, manager of the AORN Career Center.
“We provide online career search resources for job seekers, but the Career Center is not just for someone seeking to change positions.”
Career-oriented videos and webinars for all job seekers registered with the site offer personal and professional education.
“The Career Center also partners with the National Healthcare Career Network (NHCN), a network of 300 health care associations and societies,” explains Becia. “By connecting to this network we’re able to offer more shared resources for our job seekers and posting employers.”
Connection to the larger network also offers employers the option to cross-post positions to multiple employment sites, and provides a more complete search for job seekers.
The Career Center generates additional revenue for the association, and provides qualified leads to new members. Although job searches are free to members and non-members, each person must create an account.
“We provide our membership team with contact information for individuals who are perioperative nurses, but not yet AORN members,” says Becia.
The key to creating a job search service that produces benefits for members as well as the association is constant monitoring of activity, continuous promotion to attract employer postings, as well as job seekers, and a commitment to keep the site dynamic, says Vance.
“Use of Twitter to promote new job postings, a section on the ASCE website home page, and ongoing messages on other social media platforms that drive job seekers to Career Connections is critical,” she adds.