Community and Career: Unpacking the 2024 Wiley Society Member Survey with Rich Green

Behind the Episode
Written By Tom Lietz

In this episode of Storylinking, Rich Green, Commercial Director at Madgex, shares insights into the evolving needs of association members, particularly around career development. Drawing on the 2024 Wiley Society Member Survey, we explore the significant gap between why members join associations (often related to career advancement) and the career support they actually receive.

“So many people join for the purpose of career development and career advancement, and yet it’s almost always in our surveys what members are least satisfied with.”
— Rich Green

We cover a lot of ground in our conversation (and there’s even more in the survey itself) but here are some key takeaways:

Bridging the career development disconnect

As Rich explains, associations often see career development as secondary to traditional member offerings like events and publications. However, career advancement remains a top reason members join, particularly for those early in their careers. Rich emphasizes the need for associations to rethink their priorities: career development should be woven into the core of membership engagement.

From my perspective, career development and storytelling go hand in hand. When associations share stories of career journeys and offer meaningful resources, they build a bridge to their members' aspirations. Career support is not just a service; it’s a vital connection that can enhance the overall membership experience and foster long-term loyalty. This alignment between member expectations and association resources has the potential to reinvigorate community and create a stronger sense of purpose.

Creating value beyond the job board

Rich describes how traditional job boards, while helpful, often fall short of providing the holistic career support members crave. Today’s members need resources that go beyond job listings—they want mentorship, skill-building, and connections that help them grow professionally. Rich points out that associations can bring added value by connecting members with industry leaders and expert advice, providing members with a rich environment for career growth.

For associations, this means embracing a more layered approach to career services. I’ve seen firsthand how initiatives like mentorship programs, skills workshops, and direct employer insights can make a significant difference. By broadening their focus, associations can transform from passive career facilitators to active participants in members’ professional journeys. This shift could redefine the value proposition of membership, especially for younger professionals.

The role of employer branding in member engagement

One of the most compelling insights Rich shared is how associations can leverage employer branding to engage both members and potential sponsors. Employer branding, Rich explains, is about conveying why an organization is a great place to work. It offers associations an opportunity to feature employers not only as job providers but as valued partners who contribute to the professional community.

The potential here goes beyond career placements. By creating space for employer voices within the association, members gain insights into what employers seek in candidates, while employers benefit from enhanced visibility among engaged professionals. In my experience, this kind of partnership enriches the storytelling within the association, helping members see potential career paths and connect more deeply with their professional communities.

The future of associations: building careers and communities

As we discussed the survey’s findings, Rich expressed optimism for the future of associations that adapt to meet members’ career needs. According to the data, members who engage with career services are far more likely to recommend their association to others. This illustrates the power of career development not only to support individuals but also to create a sense of community and mutual growth.

This resonates with my view of storytelling as a way to build resilient communities. Career development can be the narrative thread that unites members, fosters connections, and ensures that associations remain relevant in an evolving world. When members feel that their professional journeys are supported, they’re more likely to contribute to and invest in the association.

Inviting new members to engage

Perhaps one of the most straightforward takeaways from the Wiley survey is this: people are more likely to join if they’re simply invited. As Rich reminds us, “If you want to take one straightforward action point out of that, I guess it’s invite more people to join your association.” For association leaders, this is a call to action: don’t underestimate the power of outreach and inclusion in building a thriving, supportive community.

By addressing the career development gap, associations have an opportunity to redefine their roles as career allies for their members. This episode with Rich Green challenges association leaders to think beyond traditional member services and consider how they can actively support career advancement.

Listen to the full episode above, or subscribe to Storylinking on Apple Podcasts, Spotify, or your favorite podcast platform for more conversations that explore the power of storytelling to build community.

Additional Resources

Tom Lietz
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