No matter how your agency is structured or how you handle job development, marketing brochures can be a useful tool for promoting your employment programs to potential employers. A leave-behind, such as a brochure that summarizes refugee employment information and the services your agency provides, is helpful for those who are new to the idea of hiring your clients. Brochures can be distributed by volunteers or any resettlement staff member to point new businesses to your job development staff.
Who Should Develop Your Marketing Piece?
Brochures can be intimidating to develop but do not have to be produced by an expensive consultant in order to be effective. In fact, some non-profit communications and development personnel caution that developing something too glossy can make your agency appear as if it is not using financial resources wisely.
Not many agencies have access to communications departments, but you probably have access to volunteers with marketing and communications expertise who can help create your brochure. If you can’t find someone in your current volunteer pool, consider recruiting a new volunteer to assist with the project; or, your employment team may be interested in tackling this project themselves. Pass drafts around the office for feedback, and think of a trusted employer partner who might also review a final draft.
What Information Should You Include?
Higher recently collected three good examples that can be used as models when creating your brochure:
- Catholic Charities of Northeast Kansas
- Fresno Interdenominational Refugee Ministries
- Refugee Employment Services
Identify the information you want to include ahead of time to organize the layout correctly. Look for agency pictures and graphics available for inclusion. If you already have a brochure, think about how it could be improved or updated with fresh photos, more recent data or a new success story.
Here are some basic tips to keep in mind:
- Use business language and avoid nonprofit jargon: Be succinct, direct, and brief. Be sure to speak your audience’s language.
- What will be beneficial for employers?A brochure is not the place to give a detailed, in-depth explanation of refugee resettlement or paragraphs about every service your agency offers. Considering including information that will be important to employers—that refugees are work authorized and pre-screened, job retention rates of your clients, post-employment supportive services that your agency provides, etc.
- Use numbers and statistics: Provide concrete and quantifiable information from existing donor reports or performance data. Consider job retention rates, a pie chart of industries where refugees are already working, the number of employees placed, or the number of employers who hire refugees from your agency.
- Utilize your network of employer relationships: Give a list of area employers, with permission, who already hire your clients. Include a testimonial quote from a supportive employer, preferably someone influential and in a leadership role.
- Make the layout visually pleasing: Utilize graphics, whitespace, and pictures of refugees at work. A success story or quote from a refugee who has been promoted, won an award at work, or owns their own business, can make your brochure stand out.
- Remember the 5-second rule: Hiring managers/employers are busy. The decision whether to consider your pitch is made in just five seconds. If they can’t immediately see what you have to offer and why they should listen, they won’t spend time trying to figure it out. Wordy, cumbersome brochures typically end up in the trash.
- Don’t forget to provide contact information:Staple a business card or place your employment team’s contact info prominently on each brochure so employers can easily contact you. Consider creating a dedicated generic email address that won’t be affected by staff turnover—for example email@example.com.
- Spread the word: Once the brochures are ready, feel free to leave it everywhere you go. Leave them with new employers or on a visit to the mall. Do an electronic version so you can attach it to emails. Load it on your website.
Does your ageny have a beautiful brochure you can share with your peers? Please email us at firstname.lastname@example.org!