The New SchoolWhen I joined the career center, the digital presence was minimal and underutilized. The center had a Twitter account and blog that were rarely updated, and no LinkedIn presence whatsoever. Meanwhile, students repeatedly asked the same foundational questions during one-on-one appointments, which meant counselors were spending valuable time answering basic inquiries instead of providing deeper, more strategic career coaching. The center served only certain schools within the larger university, so visibility was already a challenge—and the lack of proactive information sharing meant students had to stumble upon resources rather than discover them easily.
Recognizing this gap, I pitched my supervisors on a plan to expand our social media footprint and create more accessible, upfront content for students. Once approved, I developed a multi-channel content strategy that included interviewing alumni for profile features that highlighted real career paths, writing FAQ-style blog posts directly addressing the most common questions from appointments, and curating a weekly roundup of interesting and relevant job postings. This approach transformed our channels from static placeholders into dynamic resources that met students where they were.
The impact was both qualitative and operational. Counselors reported a noticeable drop in basic scheduling and informational questions during appointments, which freed them up to focus on more substantive career advising. By proactively answering common questions through accessible digital content, I helped the career center work smarter, improve student access to critical information, and elevate the quality of the counseling experience overall.
