On-Demand Career Resource Video Library

To support information accessibility and outreach scalability within Fordham’s Career Center, I developed a YouTube-centric content marketing strategy. This initiative was developed in the summer of 2024, with the first videos being published in the fall of 2024, and plans reaching full scale in the spring of 2025.

Problem

Lack of on-demand resources and reliance on live workshops
Inconsistent offerings between Rose Hill and Lincoln Center campuses, niche topic programs were offered too infrequently
Overwhelming demand for career counseling appointments caused multi-week waits for appointments
- Career counseling appointments are only offered during regular business hours, which do not meet the needs of all students
Counselors reported that students were coming to career counseling sessions unprepared, slowing student development progress
Absence of permanent training materials and references for new student workers, graduate interns, and team members, or for sharing with faculty and staff across campus
Workshops and events often conflicted with students’ class or work schedules, making some programs inaccessible to busier students
Digital content driven by event offerings and missing SEO-friendly, brand-building evergreen content

Strategy

Developed original educational videos covering career basics and most-asked questions, including resume and cover letter how-tos and digital platform walkthroughs
Added part-time Marketing Assistant to the team, skilled in graphic design and motion graphics, to provide accompaniment animations to informational scripts
Drafted scripts for platform walkthrough videos, using Loom to screen record a live demo
Recorded hybrid workshops to make information accessible after the session, with priority given to less frequently presented topics
Filmed and edited in-person signature programs for archival records
Distributed short-form teasers to social media and email newsletters

Outcomes

2025 Academic Year (vs 2024 Academic Year)
- +947.47% YouTube views
- +575.62% YouTube watch time (hours)
2025 Reporting Year (vs 2024 Reporting Year)
- +835.42% YouTube views
- +452.12% YouTube watch time (hours)
Spring 2025 (vs Spring 2024)
- +1467.44% YouTube views
- +524.054% YouTube watch time (hours)
- +2066.67% new subscribers
January 2025 (vs January 2024)
- +595.64% YouTube views
Fall 2024 (vs Fall 2023)
- +305.237% YouTube views
- +456.452% YouTube watch time (hours)
- +533.33% new subscribers