One of my clients runs a career coaching service. Resumes aren’t “pretty,” generally, and service businesses in general are not the most obvious target for marketing on Pinterest. However, that’s not a valid reason to ignore potential web traffic.
I searched on “Dream Job” and found the following pins:
Pins found on a search for “dream job.”
Only two of the pins are about FINDING a dream job, while the others are examples OF dream jobs. This is a market opportunity.
Searching on “job interview” yields a few more helpful pins, as well as a lot of funny ones:
There is room in this space for pins about interviewing skills and improving your work situation.
Career coaching is not a market that will generate instant sales traffic from Pinterest. However, it may be fairly easy to ask a visitor from Pinterest to sign up for an email list, or even to follow the business’ boards and pins in Pinterest itself. Board and account description fields offer plenty of space for traditional copywriting.
I recommended that this client start by taking each of her “talking points” from the sales letter:
- Are you working in a job you hate . . . and thinking “I can’t take it anymore!”?
- …
- …
- …
- Are you retiring (or planning to) and need to figure out what to do with your time?
and turning it in to a pin using a text tool such as Quozio.com.
Example of a text-to-pin conversion from Quozio.com.
Pin the quotation from the Quozio application to an appropriate board:
Quotation pinned from the Quozio application
Edit the pin to add a more engaging caption and a link directly to the blog post or email sign up page on the business website:
Edit pin to point link to business website and adjust caption to include a call to action.
So that the pins and boards for this business are not seen as sales pitches, at least 80% of the businesses’ original content should be “how to” info-graphics, containing helpful suggestions.
Repins from other users’ accounts will include fashion, industry-related (our clients work in places like this), dream offices, commute (transportation), and retail food (places to have a business lunch or to meet for coffee). All of these will be selected based on the ideal target client for the coaching service–C-level executives will have different “fashion” tastes than people just starting out.
More Info Pin Ideas
Inc Magazine, October 2012, p. 8: Three questions great job candidates ask:
- What do you expect me to accomplish in the first 60-90 days?
- What are the common attributes of your top performers?
- What are a few things that drive results for the company?
You could either pin “three questions” linking back to a blog post about all three and what the employer is hoping to hear, or make up three separate pins, one for each question, and send them to the same blog post.
References:
See Candy Chang’s TED talk for more about the “Before I die” pins.)
Bucket list pins
Brazen Careerist 9 Lies Job Interviewers Tell (Post has a PinIt button already)
Five common interview mistakes
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