I spoke to a job board last week who needed a refresh on their marketing efforts. During the call I discovered that they had nearly 20,000 emails in their database BUT they were not leveraging those at all.
Emails are one of your best sources for generating free traffic so you had better maximize that channel.
I recommend job boards should be emailing their job seekers a newsletter once per week while touching employers on a once per month basis. Emails = traffic. Your job board must use that as a marketing channel. Not only does it drive traffic, it keeps your brand front and center and helps the perception that your site is active and working.
I have heard from many job boards in the past who let their email lists stagnate. Big mistake! Today’s job boards face lots of pressures so it is imperative you maximize the channels under your control. That means;
- Content marketing
- Push notification
- Email newsletter
- Job alerts
- Social media channels
- Paid advertising
- SEO (aka Google jobs)
Marketing a job board today takes an A to Z approach when it comes to promotion. Those boards that do not maximize these channels are only aiding in their own decline. Get out there and get good at internet marketing. Your site’s future depends on it.
There are plenty of free resources online for you to learn how to do marketing well. Find and read it. Educate yourselves. Become a better marketer. Here’s one of my favorite resources.