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  • Avoid Oversharing by Streamlining Electronic Communications

    April 30, 2018 | By NACE Staff

    Branding & Marketing
    Two coworkers talk about a miscommunication.

    TAGS: branding and marketing, spotlight

    Spotlight for Career Services Professionals

    When a career consultant noticed that her career services office was sending many mass e-mails, she turned to the NACE Community to ask for suggestions for streamlining the process. She asked how her colleagues improve their electronic communications without sacrificing student attendance.

    The problem is a common one, and many of those participating in the NACE Community have heard the same complaints.

    At one university, the communications manager consolidated all e-mail into a single “this week in career services” e-mail that is sent to students each Sunday at about 5 p.m. In addition, she has created a marketing menu for all events, and works with event coordinators to choose other options, such as social media posts, table pamphlets, posters, and articles in the student news brief.

    Another takes a similar approach: A weekly e-mail announces upcoming schedules and events. Additional targeted e-mails go to students who fit into employer on-campus interviews. Social media is used for job postings, off-campus employer events, and upcoming events. All e-mail is personalized.

    At another school, career services, academic advising, and retention—all part of the Division of Student Success—has an account manager in the university communications office who is dedicated to advertising, the website, and e-mail communications. Campus-wide events are announced in a biweekly newsletter. Call-to-action buttons lead to more information on a blog, at the event registration site, or on a webpage. Doing this has been a success, she says, noting increased open rates and clicks from within the messages.

    One office limits those who can send mass e-mails to students. Events are placed in a tiered system that determines the type of campus promotion each event receives. Cutting back on the number of e-mails has increased readership.

    At one university, a biweekly e-mail is customized to each school, focusing on jobs and career tips that are relevant to those majors. A second university does the same thing, sending a weekly newsletter for students within interest clusters. Each newsletter contains upcoming programs and events, job and internship opportunities, and a career development tip of the week. At that school, open rates average 8.6 out of 10.

    Join the conversation in the NACE Community to share your ideas.

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