Marketing
to Job Seekers
Presented by Nancy Dowd
NJ State Library Director of Marketing ndowd@njstatelib.org
Natasha Peter
BTOP Project Coordinator npeter@njstatelib.org
It’s time.
Statewide
Services
for Job Seekers
Tools and Training to Apply for Jobs.
Job and Career Accelerator
Gale Career Transitions + Workshop
800 Free Workshops by Community Colleges
Local Services
for Job Seekers
Assessment
List services offered by your library:
Four Goals for Success:
1. Training
2. Marketing
3. Partnerships
4. Sustainability
Training
for Librarians
http://btop.njstatelib.org
•Job and Career Accelerator:
Guided Tour
Cover Letters for Recent College Graduates
Keywords, Resumes and Job Applications
•Gale Career Transitions Workshop
•Professional Development Workshops
•How to Market to Job Seekers (today’s webinar)
•Project Compass Workshops
Contact Natasha Peters: npeters@njstatelib.org
Training
for the Public
njworks.org
800 Classes For the Public:
The tricks of the trade of online job searching
How to build an effective resume
How to fill out an online application
How to set up an Email account
• Conducted by Community Colleges
• Presented at your library
• Provides learning materials
• Will bring their own laptops
Contact Natasha Peter: npeter@njstatelib.org
Combine with your library’s training!
Strategy:
Train Staff
Have a workshop for staff on the services your library offers
(One Minute Trainings)
Create a short video that welcomes job seekers to your
library and tells them about the basic services available. Post it
on YouTube and run it on one of your computers or link from
your web site.
Provide training and guidance for your staff so that they
know how to respond to job seekers in a positive and
productive manner. (Cheat sheets)
Train your front-line staff to know about local social service
agencies, their hours and what they do. (Create Bookmarks)
Find more ideas at Webjunction!
Marketing Strategies
Target
Audience:
Job Seekers
Unemployed/Under employed
Limited knowledge of computers or online
searching
Experiencing financial hardships
Facing tight job market
MIght be losing unemployment benefits
Might not have medical benefits
Might depend on public transportation
Which
Job Seekers?
Might have children in school
Probably has basic cable and cell phone
(maybe with Internet access)
Other?
Branding
NJWorks @your library
Promotional Materials
It’s Time
Posters, postcards, bookmarks -personalize
Banner for building
Skins for vehicles
Flyer template
PR template
Postcard sticker template
Jpeg’s of all postcards online
Include links from your website
Personalize materials- stamp and quick drying ink
The Campaign
It’s Time.
http://marketing.njstatelib.org/campaigns/njworks
Job and Career Accelerator
Table tent cards & business cards
Order: gcooper@njstatelib.org
It’s Time.
To start that business.
Your library can help!
NJGrowsBiz
@your library
We can reach 445,000 job seekers!
Statewide
Advertising
Billboards
Online Ads
Banners on Library
Vehicles
Banners on Public
Buildings
NJ Transit Bus Ads - 5/2/11
Toll Booth Signs
Local Strategy: Guerilla Marketing
Posters
Rack Cards
Outreach
Relationships
Flyers
Imagination
Reach Out to:
Unemployment Offices
Food Banks
GED Testing Centers
Retail Outlets
Shelters
Laundromats
Motor Vehicle Offices
Local Courts
Grocery Stores
Your Library
Popular Employment Street Corners
Local
Media
News Releases
Photo Op:
Invite Elected Officials!
Letters to the Editor
PR Templates
http://marketing.njstatelib.org/campaigns/njworks
Partnerships
Sustainability
New Jersey Department of Labor
One-Stop Business Centers
Local Chamber of Commerce
Organizations
Workforce Investment Boards
New Jersey Division of Motor Vehicles
S.C.O.R.E.
NJ Small Business Association
Local Adult and Continuing Education
Schools
Strategy:
Cross Promote
Community Colleges
Have a breakfast for the Chamber of Commerce or local
politicians. Explain what you’re trying to do for job-seekers.
Solicit their ideas and help.
Take 15 minutes at a council, library board or community
organization meetings meeting to talk about what you’re trying
to do, solicit ideas, and perhaps even get a volunteer or two.
Conduct a Job Fair at the library. Ask local employment and
workforce organizations to have tables and information for job
seekers and provide tours of your collection and resources
related to job seeking.
Strategy:
Partner for
Solutions
Partner with another organization to offer GED study help and
testing in the library.
Allow temporary employment agencies to come to the library
and recruit once a month.
Offer library meeting rooms to be used by local workforce
agencies for workshops and help promote the event to your job
seekers.
Set up book displays for job seekers
Create a “Genius Bar” for job seekers with private
consultations
Partner with small business associations to host
networking meetings or create a display of
networking opportunities, job fairs and programs in
the library and online
Host tech talks on how to job search with social
media
Strategy:
Be the
Beacon of
Hope
Find more ideas at Webjunction!
Market certain children’s programs as time to
“Search while your children play” Consider
putting some “adult” computers in the children’s area
so parents can work and keep an eye on their kids at
the same time.
Host inspirational programs on how to thrive
through tough times
Collect success stories- share them with
everyone, include in print materials, create videos
and post online
Designate a day as “Free Fax Day” or make everyday free!
Give away coupon for “One Free Photocopying” to
anyone who take training classes
Give away one printed resume on high quality paper to
anyone taking training
Strategy:
Stretch
Their
Dollars
Find more ideas at Webjunction!
Open a section of the library an hour early for job
seekers
Offer to mentor a job seeker’s application process
reviewing cover letters, proofing resumes, suggesting online
resources for interview techniques, etc.
Provide a flash drive for those regularly using the library
computers to seek employment.
Create bookmarks with information about needed
resources to help with bill paying, utility rate reduction, food
pantries and other social services.
Got Questions?
Contact:
Natasha Peter npeter@njstatelib.org
Nancy Dowd ndowd@njstatelib.org