Session 2: Improving Marketing and Outreach Strategies to Employers
About
The University of Louisville team, joined by over 30 peers from the Apprenticeships: Closing the Skills Gap program, presented an issue of honing their marketing and outreach strategies to better connect with employers. They wanted to explore how to increase potential employers’ awareness of their Modern Apprenticeship Pathways to Success (MAPS) program.
The group asked questions of the University of Louisville team to better understand the problem, their current marketing and outreach approach, and their use of social media to spread information about the MAPS program. With the University of Louisville team only observing (off camera and muted), grantees discussed what they heard, and the potential solutions outlined below.
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Being mindful of repetitive social media postings. Switching up the types and the content that is posted.
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Conducting a needs assessment of the prospective employer. The more you know about your potential employer partner, the greater advantage you have in customization to their specific needs.
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Polling employers on how they heard about the MAPS program allows you to assess what works with messaging and outreach.
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A peer suggested using hashtags, such as “Myth Mondays,” which dispel common myths of apprenticeships
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One peer commented that marketing to HR personnel and Employers is a slow dance process and instead to look at marketing directly to workers using geofencing.
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Leverage tools that track data like open rates, views, and time on their webpage for a better sense of the effectiveness of their outreach and marketing.
University of Louisville Next Steps
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Christian Lagarde, University of Louisville’s TA Coach, will debrief with the team on the next TA call. He will ask which ideas from the consultancy resonated the most with them and how they may be able to experiment with at least one or two new approaches.
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- Resource Publication Date: 2022
- Author(s): Ryan Blatt
- Posted by: Ryan Blatt
- Posted in: H-1B Skills Training