The Career Connect campaign is a student recruitment campaign RevenFlo is conducting for York Technical College in South Carolina that is focused on career education and training.
Strategy
Career Visibility
There are good jobs here in our community in mechatronics, automotive, line working, construction, and more, but these careers are not visible to most people. We need to make the careers clear, visible, and compelling.
The User Experience
We need to create a user experience that allows the consumer to shop careers like they would shop products. A user needs to be able to compare the careers, check out the ones they are interested in, learn more, dig deeper, and eventually raise their hand and say they are interested.
Concierge Service
Once people see the career they’re interested in and feel comfortable that the path is very clear and attainable, they need to just raise their hand and be attentively led forward by someone who can walk them through the process.
MyCareerConnect.com
MyCareerConnect.com
The website is designed around careers. As a user, you can learn about careers, compare careers, watch videos and see stats about careers, learn about training needed for that career, and even see currently open local jobs in that career.
Career Scoring
For each career, we developed a Career Score – a relative scoring system to compare careers in areas like starting pay, average pay, education required, and so on. These stats are gleaned from information from the Bureau of Labor Statistics and Payscale.com.
Career Comparison Tool
On the Career Comparison screen, users can get a quick look at different careers and sort them based on industry, time to employment, education requirements, and typical starting/average salaries. After sorting, they can click the “Learn More” button on any career to get more in-depth details.
Videos
Video Strategy & Implementation
Because of the power and popularity of video media, we created videos for each career that outline the most important career stats as well as companies in the area that are hiring professionals in that career path. The videos are featured on the respective career pages, as well as on a video library page with sorting, filtering, and searching.
Jobs Portal Integration
MyCareerConnect.com is integrated with another community workforce website, JobsRockHill.com. The two websites can share and display each other’s data, and when done well, they can do so in contextual and meaningful ways for the user. For example, when you look at a career on MyCareerConnect.com, you will see all of the local open jobs in that career, which are feeding in from JobsRockHill.com.
Social Media
Social Media Marketing
As well as designing, developing, and managing the website, we are managing an ongoing marketing initiative for Career Connect in the York, Lancaster, and Chester County area. We are currently utilizing Facebook, LinkedIn, Instagram, and Twitter. We are continuing to create content, conduct posting, and manage advertising, as well as to provide analytics reporting and strategic counsel.
Conversion Marketing
All of the tools, content, and activity are part of a funnel that leads the interested to a single conversion – to contact York Technical College for concierge service. They will walk you through everything you need. They can even assist in finding the funding needed to make your career goal a reality.
Summary
Career Connect is a wonderful public-private initiative that serves, first and foremost, the people of a community, and by doing so serves the local businesses and the missions of the public institutions involved.