It has been well-documented that humans process information and make decisions based on emotion. And emotions are a major part of the pandemic, with about one-third of U.S. adults experiencing stress, anxiety, and great sadness due to COVID-19, according to a recent Commonwealth survey.
Given this information, workforce and education organizations should re-examine recruitment and retention strategies for students and jobseekers, looking at their approach within the context of COVID-19. Context matters. Unless your organization’s messages are well researched and developed with COVID-19 in mind, you will be wasting valuable time, money and resources. To be successful, your messaging must appeal to your target audiences’ emotional state.
In a previous blog, we discussed the power of personas in developing your message. With COVID-19, and the range of fears it has created, it’s important to consider what students and jobseekers are likely to be thinking, feeling and experiencing when your messages land in front of them. It’s important to meet them where they are at without telling them how they should feel, otherwise you run the risk of delivering what can be interpreted as a patronizing message.
Read our latest blog that details three critical strategies to use to strike the right balance to engage, recruit and retain students and jobseekers during COVID-19.
Promoting Equity with Effective Outreach to Vulnerable Populations:
Virtual Strategies During COVID-19
Two-thirds of working Americans are worried about losing their jobs, according to Strada’s 2020 The Public Viewpoint: COVID-19 Work and Education Survey. Half of those believe they need more training or education to weather the storm. And those most vulnerable populations, already difficult to reach, can be even tougher to connect with during the pandemic. How can workforce boards and AJCs (America's Job Centers) create proactive communication strategies to connect with hard-to-serve populations?
This online workshop examines how to take the latest trends in virtual communications and apply them successfully to reach and engage vulnerable populations.
Learn how to:
- Build a “persona” of your various target audiences to create compelling messages that resonate in these difficult times.
- Engage audiences through digital and underutilized media to break through to difficult-to-reach populations.
- Create “Comeback from COVID” campaigns that motivate targeted population segments.
- Establish effective systems using technology to automate communications.
- Utilize our roadmap to evaluate and address current gaps in your proactive outreach efforts.
Celina Shands, M.S.
Founder/CEO – Full Capacity Marketing, Inc.
Maryanne Conlin, MBA
Marketing & Communications Director – Full Capacity Marketing, Inc.
California Workforce Association
Meeting of the Minds Virtual Conference
September 10, 2020
Start Time: 10:30 AM PDT