The Best Way to Promote Your EDO's Brand on Social Media

iStock-638734856-1

The marketing team for an economic development organization (which might just be one person) is constantly looking for new and exciting ways to promote the EDO brand to both companies and employees in their region, as well as to the organizations that fund them. There is one singular issue that can attract the attention of all constituents: jobs.

A main function of economic development organizations is to promote job growth in their geographic or industry region. In order to most effectively do this, EDOs first need to offer their own job boards on their websites that consolidate curated jobs from key employers in their regions. It is also imperative that this job board capture key metrics to help it promote the EDO brand.

Once the job board is functioning and delivering value, it becomes an opportunity for an EDO to promote the EDO brand and to help attract and capture more people for marketing purposes. Having a job board can easily double your website traffic and provide you with a great opportunity to capture names and email addresses.

An EDO can use social media channels like Facebook, LinkedIn and Twitter to promote the job board and therefore the EDO brand. Many companies and people in the region are much more interested in jobs available than they are in hearing about other issues promoted by the EDO.

The key to improved branding using social media is to promote topics that have universal appeal to companies, employees (and potential employees) and funders.

EDOs can promote:

  • the job board itself
  • recent job openings
  • success stories with corporate customers
  • new employers in the region
  • metrics on jobs in the region

Jenn Cornell VP Marketing & Communications at Ann Arbor SPARK says:

“Our job board (TrueJob) has been an incredible asset to our website. It’s an impactful driver of website traffic; the job portal was viewed over 300,000 times in the last year, more than double the traffic from the previous year.”

Here are some examples of how Ann Arbor SPARK, the largest EDO in Michigan, promoted their job board, increased website traffic, improved brand awareness and value and helped to capture names and email addresses for other marketing purposes. When doing the this, the EDO will notice that these posts get more views, likes and shares than other non-job related posts. This helps the region AND promotes the brand.

facebook-job-link

Here, SPARK has chosen a new job posting to highlight. This posting links directly to the job board on their website, driving more traffic and engagement. This position is also in a driving industry that SPARK is interested in promoting for the region. They’ve used best practices for posting on social media, including using short URLs and using an image as part of the post.

twitter-jobs

Here SPARK is promoting the job board that’s available on their website, highlighting the number of high quality jobs available, and linking directly to the job board. If you have a job board that tracks key metrics, you’ll be able to highlight those metrics in your social media campaigns.

facebook-signup

Here SPARK is promoting their mailing lists. By using social media to drive more signups to your marketing email lists, you can engage those users again and again by linking to the job board to your website, inviting them to events, and much more.

job-seeker-email

Finally, here is an email outreach campaign from SPARK. New job postings are highlighted and link directly to the job board on their EDO website. The design is simple and gives job seekers a quick way to browse and click on jobs they are interested, then re-engage with your EDO website. If you aren't already growing your contact list, a job board that collects contact information can help you do so.

In a recent webinar, Jenn Cornell, VP of Marketing at Ann Arbor SPARK said:

"We didn't have a good mechanism for capturing new email addresses to keep our list very targeted and very focused on job seekers. After TrueJob started giving us the ability to pull contacts who'd opted in, our open rate went up to over 25% and the click through rate more than doubled to 11%, and it continues to improve."

In summary, in order to best promote the EDO brand, you need to focus on subjects that people pay attention to: jobs. Having a job board and using social media to promote the job board will increase traffic to your website, help you better promote your brand and get the traction that you want with employers, people in your community and the organizations that fund the EDO.

Interested in learning more? Watch a recent webinar on marketing your EDO.

How a job board adds value to an Economic Development Organization's marketing team

Marketing teams across all organizations are focused on their brand image, helping to attract new customers and proving the value of what they are doing with metrics.

For an Economic Development Organization (EDO), it is no different. But an EDO marketing team also has the challenge of supporting three related, but different constituencies. They need to support:

  • The companies focused in their region (geographic or industry or both)
  • The population that may want to work for those companies, and
  • The organizations that fund the EDO (public or private or both)

So, EDO marketing teams are constantly seeking ways and quantitative metric measurement to support these three groups.

Having an EDO sponsored job board can be the very best way to help in this initiative. But many EDO’s make the mistake of forcing the companies in their region to be solely responsible for talent acquisition. This is a lost marketing opportunity and often violates the charter of the EDO. An EDO sponsored job board:

  • Helps the companies in the region,
  • Is a valuable asset for job seekers both inside and outside the region,
  • Is a recruitment tool for companies highlighting options to move to the region, and
  • Is a tremendous asset to the EDO itself in terms of metrics.

While many companies post their jobs on their company-specific website, there is no central source of curated jobs for the entire region. Individuals both inside and outside the region want a broad picture of what kind of openings are available. This can only happen through a centralized third-party sponsored job board that publicizes postings from the multiple companies across the region. The EDO can then curate the companies and positions that appear on the job board to reflect the critical aspects of their mission such as technology, health care, or manufacturing.

Job seekers contemplating moving to a specific region can determine if there are enough alternatives for them should their first job not work out. Also, companies looking to potentially move to an area want to be quantitatively assured that there is a sizeable pool of relevant talent available in a region. The current focus on Amazon's search for a second warehouse is a great example -- it would be absurd to think that Amazon is not actively searching local EDO websites to get a better feel of companies and talent in a given region.

Next, the EDO itself wants to collect meaningful data about its region and help justify its own existence. If an EDO directs companies and applicants away from its own website, to say Indeed or Monster, they lose user engagement. Having a centralized job board encourages people to register at the EDO website, creating a wealth of information for other marketing purposes like newsletters, training, and events. A job board also helps potentially double or triple website traffic, a key measurement criteria for most EDOs. A job board also allows the EDO to get better metrics on jobs in the region. And, most importantly, a job board helps the EDO to justify precisely how many jobs were filled in the region by job type. This can be exceptionally important to funders wondering about the accomplishments of the EDO.

There are other benefits to companies in the EDO region as well. An EDO-sponsored job board can offer capabilities like applicant tracking services (ATS), to help smaller companies who do not have an HR department and/or recuriting tools. It can help companies of all sizes better understand what jobs, and what characteristics of individual jobs are more or less attractive to job seekers since the job board can have like and dislike capabilities all the way down to the word level.

Many EDOs are reluctant to add a job board to their website because of the fear of additional cost and work involved. A good EDO-specific job board can be implemented in days and can be administered by staff without technical website skills in under an hour a week.

Jenn Cornell, VP Marketing at Ann Arbor SPARK, Michigan’s largest EDO, says:

Our job board (TrueJob) has been an incredible asset to our website. It’s an impactful driver of website traffic; the job portal was viewed over 300,000 times in the last year, more than double the traffic from the previous year.

How a job board can help your EDO marketing team

  • Improve traffic to your website (which you are most likely directly measured on)
  • Highlight metrics that can tracked and measured, such as
    • Job openings posted
    • Jobs openings filled
  • Identify and track new companies signing up and posting jobs
  • Provide quality marketing content
  • Improve brand awareness for the EDO
  • Improve brand value (e.g., help smaller companies with applicant tracking and help all companies with qualities of jobs that applicants like and dislike)
  • Be used as a central place to direct visitors or companies during promotional events
  • Show the breadth of companies and positions available as compelling content for potential new job applicants and/or job seekers considering moving to the area
  • Show total job activity and demonstrate that the EDO helps companies (an appealing way to attract companies considering your region)
  • Be used as a tool to collect contact information for other marketing events
  • Provide a way to promote success stories to share, such as:
    • Companies that found people to hire
    • Individuals that decided to move to the area

So, adding a high quality and EDO-specific job board has many benefits to the marketing department of an EDO. It can dramatically improve the EDO's image, improve the support provided to large and small employers, double the traffic to the EDO's website and provide invaluable metrics for the EDO to help secure more funding. It can serve as a creative way to capture more contacts that can be used for other marketing purposes and help the EDO's business development team “sell” the region to potential companies interested in the region. Choosing a job board that was specifically designed for EDOs requires little effort and provides tremendous value that can’t be provided by generic job boards.

TechTown Launches New Job Board

TrueJob is proud to announce the launch of a new job board on the Detroit TechTown website.

TechTown Logo

Visit the job board

The following announcement was distributed on January 23, 2018, highlighting benefits of the new job board.

Announcing our new Job Portal!

You asked us to provide connections to jobs with startups, small businesses and leading tech companies. Now we do!

Employers: Sign up for our new Job Portal to find top talent for your startup, small business or tech enterprise.

Job seekers: Our carefully curated Job Portal will provide a one-stop connection to careers with startups, neighborhood retailers and other businesses driving Detroit’s economy.

Don’t see what you’re looking for right now? Don’t worry! Our portal will grow as more companies join.

Posting and searching are free!

Visit the Job Portal here.

Macomb County Launches Job Board

TrueJob is proud to announce the launch of a new job board in Macomb County, Michigan.

Macomb County Logo

Visit the job board

The following press release was distributed on January 16, 2018, highlighting benefits of the new job board.

Macomb County Launches Job Board

New tool to attract talent for careers in targeted industries

In an effort to better serve the business development clients of the Macomb County Department of Planning & Economic Development by attracting skilled professionals to the region, Macomb County is featuring a new web application to promote career opportunities offered by top employers.

“Our purpose is twofold,” said John Paul Rea, director of the department. “We want to support the businesses that have enlisted our services as they seek out candidates for their open positions. Secondly, we want the world to know about the great jobs waiting for them in Macomb County, Michigan.”

The launch of the Macomb County Jobs Board coincides with the 2018 North American International Auto Show – a time when the world is watching the newest technologies in mobility be revealed.

“Macomb County is a great place to call home, and our companies are at the forefront of advanced manufacturing capabilities and digital innovation,” said County Executive Mark A. Hackel. “We want talented people from near and far to get excited about the inspiring and high-paying jobs our companies have to offer, as well as our enviable quality of life.”

The new Jobs Board is powered by TrueJob, Inc., an Ann Arbor, Michigan-based company that developed their hosted job board software product to meet the unique needs of economic development organizations, chambers and trade associations that want to increase the strategic value they offer the communities they serve. A targeted social media campaign will help to drive traffic to the newly created website, especially to NAIAS attendees and followers from across the globe.

Corporate clients of the department’s economic development staff are eligible to post open positions. To learn more about posting a position or to view those currently available, visit www.MacombBusiness.com.

About the Macomb County Department of Planning & Economic Development
The Macomb County Department of Planning & Economic Development supports an environment where businesses prosper and people thrive. Its activities and programs are focused on stimulating the local economy through business retention, expansion and attraction while improving the overall quality of life for residents. The department specializes in providing services to businesses at all stages of development with a concentration on the high-growth industries of aerospace, alternative energy, advanced manufacturing, defense, and homeland security. For more information, call (586) 469-5285 or visit www.MacombBusiness.com.

How to Improve Talent Attraction as an Economic Development Organization

One of the major jobs you have as an Economic Development Organization (EDO) is talent attraction. The ability of local companies to attract job seekers that will move or travel to your area to work is critical to your success. One way EDOs are attempting to solve this problem is by providing a job board on their website.

With this in mind, below we will outline a list of common pitfalls in choosing a job board as an Economic Development Organization, and a game plan for helping your market attract talent.

Common Pitfalls in Choosing a Job Board

Using Indeed and Monster instead of having a job board

It is critical to note that popular job sites such as Monster and Indeed do not offer the required capabilities you need for your EDO.  Not only do these sites offer no metrics, but they do not offer job curation to match the focus of the EDO, there is no private labeling, there are no training and support capabilities for the individual companies in the EDO’s sphere of influence, and there are no or limited applicant tracking capabilities which are essential to the smaller companies in the EDO’s region.

Building a job board from scratch, or using a plugin

If an EDO tries to build their own job board solution, they'll be recreating the wheel from scratch, and many critical job board features will be missing. The EDO will also need to be concerned about the user experience for the job seeker, which is especially critical if the EDO is trying to promote technology jobs. The applicants need to have proper job filtering and more advanced capabilities like liking or not liking postings so the job board can learn the applicant’s preferences and provide suggestions (a Pandora-music like capability).

And, most importantly, the site must have a clean user experience for both the companies served and the applicants.  A clunky site will turn off both constituents and make the experience a negative, rather than a positive one.

Any solution that does not do the above, is not simple to administer, does not have built-in training and support materials, or cannot allow the EDO to curate the precise jobs and companies that it is trying to promote within its region should be eliminated.

Not choosing a job board that shows them metrics and analytics to demonstrate their success

It is no longer acceptable for any EDO not to support the needs of companies and job seekers in their region.  It is a requirement.  When looking for solutions to this problem and evaluating job board alternatives, an EDO must list the key features required to make the initiative successful and the key metrics that it needs to track to show effectiveness. Any solution that can not automatically provide these key metrics should be eliminated.

For a list of example metrics that your Economic Development Organization should be tracking, check out our blog post: "Key Talent Metrics for Economic Development Organizations".

Economic Development Organization Gameplan to Help Attract Talent in Your Region

EDOs need to fully understand their needs before selecting a job board or when considering if their current job board is meeting their needs.  A job board that is specifically built for the needs of the EDO and can address the seven critical metrics mentioned in our last blog post can be the difference between a great job board and great service to the community, and a bad job board that provides poor service to the community.

Here is a game plan for helping your market attract talent:

  • Recognize that talent support is a must-have capability for your EDO
  • Make a list of requirements that you need your job board to have
  • Evaluate your current personnel and financial resources to understand the administrative capabilities that you can apply on a day to day, weekly, and monthly basis
  • Make a list of metric and analytic reporting requirements required for your job board
  • Use the decision criteria to select the proper job board
  • Talk to references (other EDOs) who have implemented the solution you've chosen
  • Understand the benefits of having an effective job board
  • Spend your funds carefully on things that apply to EDOs in general and your specific needs
  • Assign the right people to the administration and reporting of your job board and measure your success
  • Proudly publicize your results to funders and companies that you support

Proper talent management and acquisition can improve the image and value that you offer as an EDO.  It should not require additional personnel and should be cost-effective.  Knowing your goals and choosing a solution that will match those goals is essential to success.

An EDO can and must include talent management in its charter. This can be done easily and cost-effectively if proper thought is put into the process and the right partner is chosen to help with the implementation.

To learn more about how TrueJob can help you, contact us at contact@truejob.com or request a demo.