Another property that I had the joy of working with at Idealist is our career advice online publication Idealist Careers, which lives on a separate Wordpress site. Since I have been with Idealist I have gotten the opportunity to breath new life into both the visuals and the copy of this publication. We have separated the content into two categories: acquisition and retention to provide personalized experiences for consumers at different levels of the conversion funnel. Since career advice is a very niche subject we realized that simply sharing informative content was stunting the potential growth of the publication's audience base. So, we decided to start creating specific content that is more digestable and thus more shareable via social media. This acquisition content has come as job roundups for interesting career paths (i.e. travelers or foodies), opinion pieces on strange occurances in the sector (i.e. the 4 day work week), and even success stories.

 

Aside from the content revamp we also decided to be more selective and thematic with the visuals in order to stand out and be more appealing than the run-of-the-mill stock photo users. We've also introduced a user-generated Instagram with the #MyIdealistCareer initiative to give people a place to share what they do in their careers on a day-to-day basis. As well as introduced regular Twitter chats with leaders in the realm of professional development, and were even named one of the Top 20 (Actually in the Top 10) Career Advice Twitter Accounts To Follow by Mashable (http://mashable.com/2015/09/14/twitter-career-advice/).

 

The growth of the publication via strategic resdesign and purposeful social media practices led to over 30,000 unique visitors monthly, who all quickly became regular users of the different Idealist.org tools.