Using Psychographic Data to Drive Informed Workforce Marketing Strategies (CWA WORKCON Workshop)

Workforce and education organizations need to engage multiple target audiences to meet their performance metrics. While workforce boards are masters at examining labor market data to determine their region’s labor needs, this data does very little to inform them about what messages and communication mediums would resonate with their target audiences to engage them with specific calls to action. This session deconstructs how effective workforce and education outreach campaigns used psychographic segmentation as a strategy to motivate and engage hard-to-serve populations, businesses and stakeholders. This session breaks down the components of psychographics, where this information is found and how to apply it as part of a marketing strategy to support proactive outreach.