The purpose of your website is to draw in and engage ALL members and prospects. But let’s talk about your young professional members and prospects for a moment.
It’s no secret there’s a generational shift happening in the workforce, so if you haven’t updated your organization’s website in a while, for the sake of recruitment and engagement, now may be the time. (After all, YPs hold websites to an entirely different – and often, higher – standard.)
To make your organization’s website “young professionals-friendly,” without having to do a complete overhaul, take a look at these four tips:
1. Keep it simple and intuitive
Above all, your website should be easy to navigate. YPs won’t go searching for information; they’ll go to a different website altogether.
Now you may think your website is intuitive, but you need fresh eyes to be sure. Ask someone outside of your organization to browse through your website. Can they easily find what your association or chamber of commerce does? What the benefits of being a member are? How to join and how much it costs?
These are all things that a YP will want to know…quickly!
2. State the ‘why’
Millennials and Gen Z-ers are a passionate group. They care a lot about missions and doing good. In fact (from a staffing standpoint), according to PNP Staffing Group’s 2018 Nonprofit Staffing Report, 56 percent of job candidates consider an organization’s mission important when evaluating a job position.
That’s great news for your association or chamber of commerce, but it means for your organization’s website to stand out and really resonate with YPs, your mission needs to be front and center, ideally on your home page or at least in the top navigation bar.
3. Include high-quality visuals
YPs grew up with phones in their pockets, and they’re on a number of websites each and every day. That said, for yours to stand out – and truly engage the viewer – high-quality visuals are a MUST.
If your organization currently lacks high-quality visuals, begin searching for a photographer who can help. Note: This doesn’t have to be a full-time, professional photographer. (We know those can be expensive!) It can be someone from your membership who does photography on the side. Tap into your network and see who’s interested!
4. Feature testimonials
Last, but not least, member testimonials should be featured somewhere on your organization’s website. YPs are the first to turn to their friends for recommendations and the first to read through online reviews (think Amazon, Yelp, etc.).
For your messages to really carry weight, have them come from someone else – an existing member who gets value from organization year-after-year. It’s also not a bad idea to have testimonials for your event(s) as well. Anything you’re trying to “sell,” include the praises of satisfied members in your messaging.
Want more tips for engaging young professionals, outside of your website? (Through events, social media, etc.) Download our free guide below!