At ASAE’s Annual Meeting, I’ll be moderating a panel discussion titled, “Make Social Media Work for Your Online Career Center.” As part of that session, the panelists will share the specific tactics they’ve employed to drive awareness of their job boards, along with the results. I know many of you are interested in this topic, so I thought I’d give you a sneak peek at one of the tactics the American Speech-Language-Hearing Association (ASHA) has employed, along with the results.
ASHA’s Facebook page has over 20,000 fans and is a very active discussion forum. They’ve been posting career-related discussion topics on Facebook lately and with each of those posts, there has been a corresponding jump in their career center traffic. So far, the post that has generated the most discussion, as well as the highest amount of referred traffic to their career center was this one:
“Do you think it’s right or wrong for employers to research you through Google, LinkedIn, etc.?”
That question generated 43 comments over a three day period on their Facebook page. Even more exciting:
- On the day the discussion started, the number of career center visits was 942 (60% higher than the 548 average weekday visits for the three weeks prior to this posting)
- The next day as the discussion continued, there were 1,820 visits to the career center (over 200% higher than normal weekday visits!)
- The total number of visits to their career center that week ended up 83% higher than the total number of visits the previous week.
What’s particularly interesting is that this discussion topic wasn’t a sales pitch for the career center. It didn’t even specifically mention ASHA’s career center… but there’s no doubt that the career center benefited from the discussion.
What’s also interesting is that in comparing ASHA’s career-related discussion posts on Facebook to their other posts over the last 30 days, the career-related topics generated an average of three times the number of comments than other types of posts. So, the career-related discussion not only is good for the career center, but it’s also good for the Facebook community’s level of engagement. Pretty exciting stuff!!
If you want to see if tactics like this can boost your career center traffic – I encourage you to give it a try. Be sure you can track analytics on your career center before you start (if you’re a Boxwood client, we can help with that). We’d love to include your results in the panel discussion at ASAE, if you’d like to share. Just send your results by Wednesday, August 18th to Carrie McIntyre at cmcintyre@boxwoodtech.com and let her know if you’ll be attending the annual meeting… and whether you still a need ticket for our reception at the Conga Room!
I look forward to seeing what results you get!
