How the National Council Pivoted from Print to Digital for Their Annual Recruitment Guide

Every year, National Council for Mental Wellbeing hosts their live association event, NatCon - the largest conference in mental health and addiction treatment. It’s a highly attended event that offers next-level learning, connections to experts and peer-to-peer engagement to professionals throughout the behavioral health care field.

In 2020, NatCon20 was set to be held in early April. A major benefit to attending NatCon events is the printed recruitment guide that is distributed to all attendees which includes advertisements of companies looking to hire behavioral health professionals. For NatCon20, it was set to be distributed to 6,000+ attendees to help connect them to new job opportunities and provide highly qualified candidates to their advertising partners. However, due to the outbreak of COVID-19, the National Council had to cancel NatCon20 entirely. Like many other organizations, they had to adjust and come up with a new plan to distribute the recruitment guide to attendees across the country.

The National Council explored options like mailing the recruitment guides to the attendees, but due to high mailing costs, this option fell short. After working with Web Scribble and brainstorming cost-efficient options, the National Council decided to turn the printed guide into a digital guide that could be distributed to their audience in a more eco-friendly and cost-efficient way.

This customer success story discusses how the National Council maintained a positive return on investment by using digital marketing strategies to promote the recruitment guide and what outcomes they saw from implementing this method of outreach. Read on to see how using a digital recruitment guide and digital marketing strategies can improve engagement and non-dues revenue for your association's career center today!