Challenges

Public

Discussion:

Robert,

I am no longer the Director of Career Services at this particular institution. The long-term strategy is now in others' hands. To answer your question, this particular video didn't have a goal of views, subscribers, etc. - it had the goal of being used to market the event in the future to employers so they could see the event would be worth their time. We decided that Youtube wasn't the best channel to reach our target audience for this event we wanted to make annual so we actually embedded it on the server of a promotional website created solely to market the event. Thus, Youtube was not the primary marketing channel. Needless to say, this event has indeed become an annual one that attracts employers from multiple states and it has expanded to encompass more industries. So, based on the objectives set forth, everyone has been happy with the results it has produced in meeting the objective of expanding employer relations. The vent was broken into two parts:
1. A morning session of 5 different workshops similar to any conference you'd go to where they have multiple tracks and concurrent sessions and visitors decide which to attend. After the sessions, students gathered in a theatre to ask questions to the panel of employers for an hour.
2. We had a night event for employers only which was catered and had a bar. We had concurrent sessions tailored to an employer audience. The first event drew in approximately 120 employers from 3 different states and resulted in a tremendous increase in new employer contacts to further nurture relationships which has had many benefits from increased job opportunities, internship programs, new PAC members, and even faculty who have been hired because of the relationships developed. Several start-ups also attended the first event so the "exclusive" job opportunities you mentioned were also attracted this way by engaging an employer audience.

Your strategy will always depend on your stated objective. If you are using social media outlets for lead generation, your content strategy will be considerably different. Don't get caught up in views, likes, followers, etc. These metrics distract people from what they are really trying to accomplish. The question is how are you using your content to drive action? Do you just want a view, fans, followers, or likes or is it something else you are trying to achieve? Additionally, consider how all your channels work together, not independently or in a vacuum.

Robert Starks Jr.

Robert, I am no longer the Director of Career Services at this particular institution. The long-term strategy is now in others' hands. To answer your question, this particular video didn't have a goal of views, subscribers, etc. - it had the goal of being used to market the event in the future to employers so they could see the event would be worth their time. We decided that Youtube wasn't the best channel to reach our target audience for this event we wanted to make annual so we actually embedded it on the server of a promotional website created solely to market the event. Thus, Youtube was not the primary marketing channel. Needless to say, this event has indeed become an annual one that attracts employers from multiple states and it has expanded to encompass more industries. So, based on the objectives set forth, everyone has been happy with the results it has produced in meeting the objective of expanding employer relations. The vent was broken into two parts: 1. A morning session of 5 different workshops similar to any conference you'd go to where they have multiple tracks and concurrent sessions and visitors decide which to attend. After the sessions, students gathered in a theatre to ask questions to the panel of employers for an hour. 2. We had a night event for employers only which was catered and had a bar. We had concurrent sessions tailored to an employer audience. The first event drew in approximately 120 employers from 3 different states and resulted in a tremendous increase in new employer contacts to further nurture relationships which has had many benefits from increased job opportunities, internship programs, new PAC members, and even faculty who have been hired because of the relationships developed. Several start-ups also attended the first event so the "exclusive" job opportunities you mentioned were also attracted this way by engaging an employer audience. Your strategy will always depend on your stated objective. If you are using social media outlets for lead generation, your content strategy will be considerably different. Don't get caught up in views, likes, followers, etc. These metrics distract people from what they are really trying to accomplish. The question is how are you using your content to drive action? Do you just want a view, fans, followers, or likes or is it something else you are trying to achieve? Additionally, consider how all your channels work together, not independently or in a vacuum. Robert Starks Jr.