{"id":4937,"date":"2015-10-01T15:00:48","date_gmt":"2015-10-01T19:00:48","guid":{"rendered":"http:\/\/www.naylor.com\/associationadviser\/?p=4937"},"modified":"2018-08-07T16:40:13","modified_gmt":"2018-08-07T16:40:13","slug":"beware-of-termites","status":"publish","type":"post","link":"https:\/\/www.naylor.com\/associationadviser\/beware-of-termites\/","title":{"rendered":"Beware of Termites!"},"content":{"rendered":"<p><em>Editor&#8217;s note: This post originally appeared on <a href=\"http:\/\/jobboarders.com\/profiles\/blogs\/beware-of-termites\" target=\"_blank\" rel=\"noopener\">Jobboarders.com<\/a>, and is reposted here with\u00a0the author&#8217;s permission.<\/em><\/p>\n<figure id=\"attachment_4938\" aria-describedby=\"caption-attachment-4938\" style=\"width: 150px\" class=\"wp-caption alignleft\"><a href=\"http:\/\/www.naylor.com\/associationadviser\/wp-content\/uploads\/sites\/2\/2015\/10\/Jennifer-Baker-CAE.jpg\"><img decoding=\"async\" class=\"size-thumbnail wp-image-4938\" src=\"https:\/\/www.naylor.com\/associationadviser\/wp-content\/uploads\/sites\/2\/2015\/10\/Jennifer-Baker-CAE-150x150.jpg\" alt=\"Jennifer Baker, CAE, ASAE\" width=\"150\" height=\"150\" srcset=\"https:\/\/www.naylor.com\/associationadviser\/wp-content\/uploads\/sites\/2\/2015\/10\/Jennifer-Baker-CAE-150x150.jpg 150w, https:\/\/www.naylor.com\/associationadviser\/wp-content\/uploads\/sites\/2\/2015\/10\/Jennifer-Baker-CAE-300x300.jpg 300w, https:\/\/www.naylor.com\/associationadviser\/wp-content\/uploads\/sites\/2\/2015\/10\/Jennifer-Baker-CAE.jpg 385w\" sizes=\"(max-width: 150px) 100vw, 150px\" \/><\/a><figcaption id=\"caption-attachment-4938\" class=\"wp-caption-text\"><em>Jennifer Baker, CAE, ASAE<\/em><\/figcaption><\/figure>\n<p>In her excellent piece on the implications for associations of the acquisition of lynda.com by LinkedIn titled <em><a href=\"http:\/\/www.naylor.com\/associationadviser\/index.php\/linkedin-lynda-com\/\">What Associations Should Know About LinkedIn\u2019s Acquisition of lynda.com<\/a>,<\/em> Carrie McIntyre, Senior Director of Business Development at Boxwood Career Solutions, makes the point, \u201cIf you think of these sites as just social networking platforms where your members participate in discussion forums, then you aren\u2019t looking closely enough.\u201d I would argue that it\u2019s not mere shortsightedness, but actually hubris for any association to think these days that they can\u2019t be disrupted. As Sekou Andrews, the world\u2019s leading poetic voice and an amazing keynoter, said in the address\/performance\/call to action he did at ASAE\u2019s 2015 Membership, Marketing, and Communications Conference, \u201cDisruption is not a storm you can watch roll in; it&#8217;s termites that you ignore at your own peril.\u201d<\/p>\n<figure id=\"attachment_4940\" aria-describedby=\"caption-attachment-4940\" style=\"width: 175px\" class=\"wp-caption alignright\"><a href=\"http:\/\/www.naylor.com\/associationadviser\/wp-content\/uploads\/sites\/2\/2015\/10\/Termite-cartoon.png\"><img decoding=\"async\" class=\"wp-image-4940\" src=\"https:\/\/www.naylor.com\/associationadviser\/wp-content\/uploads\/sites\/2\/2015\/10\/Termite-cartoon.png\" alt=\"Like termites, disruption often isn\u2019t noticed until it is too late and the damage is done. So how do we avoid that outcome?\" width=\"175\" height=\"189\" \/><\/a><figcaption id=\"caption-attachment-4940\" class=\"wp-caption-text\"><em>Like termites, disruption often isn\u2019t noticed until it is too late and the damage is done. So how do we avoid that outcome?<\/em><\/figcaption><\/figure>\n<p>I love the analogy of disruption to termites because it highlights that, like termites, disruption often isn\u2019t noticed until it is too late and the damage is done. So how do we avoid that outcome? As association job board operators, I think we have a unique lens on potentially disruptive forces that others in our organizations might not possess. Specifically:<\/p>\n<ul>\n<li>We\u2019re on the front line of employment activity in the industries and professions our associations represent. We\u2019re hearing about the desires, needs, and challenges of two key audiences \u2013 job seekers and employers. If we\u2019re listening, we\u2019re getting an inside track on 1) sources and resources in the wide world beyond our association that are meeting those desires, needs, and challenges and 2) gaps that our associations might successfully fill.<\/li>\n<\/ul>\n<ul>\n<li>We\u2019re also likely to be among the first to receive articles like Carrie\u2019s that provide an important take on news and trends that might not yet be on the radar screens of our organization\u2019s executive team and board \u2013 the two groups in associations typically tasked with scanning for disruption.<\/li>\n<\/ul>\n<p>What we need to do is not wait for an invitation, but find a way to share the perspective, data, and insights we have. For example, how about forwarding the link to Carrie\u2019s article to your CEO with a note that the article contains information he\/she may find valuable for strategic planning purposes.<\/p>\n<p>In a <a href=\"http:\/\/response.associationadviser.com\/linkedIn_August_Archive\" target=\"_blank\" rel=\"noopener\">webinar I did with Carrie in late August<\/a> on the topic of the lynda.com acquisition, the idea of bringing together association resources into industry\/professional-specific hubs for career management resonated with participants. The issue was, as it always is, how to get there if you are a small staff or are in the situation where the job board is considered just a feature versus an important benefit. In many cases, the best answer to this perennial challenge is to just begin. Pick a concrete activity that can help you move towards realizing the larger goal. Here are a few examples that were highlighted during the webinar:<\/p>\n<ul>\n<li>Do a survey and\/or focus groups to find out where members rank career development resources. If you find that this is a top priority for members, you will have more support for raising the question to management \u2013 is this area getting top attention from your association.<\/li>\n<\/ul>\n<ul>\n<li>Acknowledge the difference between professional development and career management. Professional development is a component of career management, it\u2019s not the sum total of career management. Your colleagues in the education\/professional development\/certification departments will appreciate that you are making the distinction and you will be able to better carve out what you want to actually deliver within the career center.<\/li>\n<\/ul>\n<ul>\n<li>Conduct a content audit to uncover what you have. It can be as simple as identifying your key audiences (e.g. new to the profession\/industry, Young professionals, mid-level professionals, senior leaders, etc.), doing a review of your association\u2019s website to see what resources are available for those audiences, recording the information in an Excel spreadsheet, then doing some analysis to what you have and where the gaps are.<\/li>\n<\/ul>\n<ul>\n<li>Shift your pitch from a purely transaction focus, i.e. \u201cFind your next job with us\u201d and \u2018Post your jobs with us\u2019 to a more full-service orientated approach, i.e. \u2018Let us help you manage your career\u2019 and \u2018Let us help you manage your workforce \u2013 recruiting new employees and developing existing employees\u2019.<\/li>\n<\/ul>\n<p>These are just a few ideas. If you need more inspiration, check out the excellent post by guest blogger Amy Goble, Vice President of <a href=\"http:\/\/www.healthcareercenter.com\/\">Health Career Center<\/a> (thanks again Amy \u2013 you rock!) to learn about the steps the American Hospital Association took in its career site\u2019s transformation journey.<\/p>\n<p>Bottom line; don\u2019t be caught unawares. Consider today what actions you can take to avoid being derailed by the disruption that\u2019s a defining feature of the times we\u2019re living in. Already in \u201cpest control mode\u201d? Take a moment and share your experience in the comments.<\/p>\n<p><em>Jennifer Baker joined ASAE Business Services, Inc. (ABSI) \u2013 ASAE\u2019s for profit subsidiary, in June 2012. She directs ABSI\u2019s <a href=\"http:\/\/absisolutions.com\/ebs\/\">ASAE-Endorsed Business Solutions<\/a> and <a href=\"http:\/\/www.associationcareerhq.org\/\">Association CareerHQ<\/a> business lines and works with the president on business development and governance-related activities. Prior to joining ASAE, Jennifer worked at the American Physical Therapy Association engaged in association management activities ranging from membership to governance to non-dues revenue management and business development. A native of Virginia, she received her BA degree from the University of Virginia, and her Masters in Social Work from Virginia Commonwealth University. She earned her Certified Association Executive (CAE) Credential in 2005.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Like termites, disruption often isn\u2019t noticed until it is too late and the damage is done. So how do we avoid that outcome? Association job board operators have a unique lens on potentially disruptive forces that others in our organizations might not possess. What we need to do is find a way to share the perspective, data, and insights we have.<\/p>\n","protected":false},"author":85,"featured_media":4938,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[45,46],"tags":[705,674,751,22,805],"class_list":["post-4937","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-careers","category-from-the-front-lines","tag-career-centers","tag-disruption","tag-job-boards","tag-linkedin","tag-lynda-com"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Beware of Termites! - Association Adviser<\/title>\n<meta name=\"description\" content=\"Like termites, disruption often isn\u2019t noticed until it is too late and the damage is done. So how do we avoid that outcome? 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