From Tech Recruiter to Community Strategist: My Journey Into Building Digital Spaces
How I Found My Path in Community Building
Like many community professionals, I didn’t set out to build online communities—the profession found me. My journey started in the early 2000s, back when social media was emerging, and online networking was just taking shape.
As a tech recruiter, I was an early adopter of platforms like LinkedIn, fascinated by how they connected people in ways we hadn’t seen before.
Then came 2008. The tech downturn left many professionals jobless, and traditional job fairs felt ineffective. I co-founded Milwaukee JobCamp, a grassroots event that turned the job search into a community-driven experience. We did more than connect people to employers. We gave them tools, resources, and a support system to help them navigate a frustratingly chaotic time in their lives. We set up resume workshops, LinkedIn profile stations, and headshot booths. We brought in recruiters who offered on-the-spot advice. Although there wasn’t a lot we could do about getting them jobs in a down economy, we were able to empower attendees with job-hunting skills and the mindset to thrive long-term in the job market.
And that’s where the lightbulb went off for me. Community was about people coming together to solve real challenges.
Why I Stay in Community Building
Community building is the most fun you can have with the internet.
While technology mediates these spaces, the core of community is deeply human. The power of digital communities lies in their ability to connect people who wouldn’t otherwise meet, to offer support when it’s needed most, and to create a sense of belonging in an increasingly fragmented world.
One of my favorite community success stories comes from my work with Truth Initiative, an organization dedicated to helping people quit smoking and vaping. Their online EX Community has been a lifeline for people quitting tobacco. When I spoke to long-time members, one message kept coming up: If I didn’t have this community, I’d be dead.
That’s the kind of impact online spaces can have. They’re more than forums or Slack groups. They’re vital networks of support, encouragement, and transformation.
What Marketers Need to Know About Community
Marketers often ask me: How do we build a community? My first question back is always: Why do you want one? Community is not a lead generation tool. If your goal is fast customer acquisition, you’re better off running social ads.
Instead, community excels in three areas:
Retention: Engaged customers stay longer and spend more.
Loyalty: A strong community creates brand advocates who share your message.
Advocacy: Your best customers will help onboard and educate new ones, reducing support costs and increasing trust.
But successful communities don’t just happen. They require careful planning and design. That’s why I always start with a Community Charter—a guiding document that defines the purpose, ideal members, success metrics, and governance. It’s your North Star, ensuring that the community remains valuable for both the organization and its members.
“Community building is the most fun you can have with the Internet.”
Ready to Build Your Own Community?
If you’re a marketer exploring community strategy, you need a roadmap. I’ve put together a Step-by-Step Guide to Creating an Online Community Charter, packed with insights on defining your community’s purpose, setting engagement goals, and structuring leadership roles.
Community isn’t merely marketing channel. If you build it right, with transparency, trust, and relationship-building top of mind, it can become the most valuable asset your business has.
Let’s talk community. Connect with me on LinkedIn, or find me inside the Go-to-Marketers community. I’d love to hear what you’re building.
Show Notes
Getting Into Communities (0:42): From tech recruiter to community builder, Todd recounts his professional journey of getting into the community space. As an early adopter of new technology, that soon encompassed online community platforms as well.
Community Design for Success (4:40): Community is NOT social media. Social media’s main function is to keep the user on the platform as long as possible. Architecture is an important piece, creating a space to fulfill the needs of the users. One design feature can include an ability to find information easily.
Where to start? (9:40): A marriage of interest is needed between what an organization wants and what they’re hoping to get out of a community. Talking to the community users and also appointing a person to manage the community are other factors for success.
Exemplifying the Power of Community (15:34): Todd lists a current client of his that truly embodies the power of community. A member shared the importance of being a part of a group online that helped them in a way their friends and family could not.
