Membership and Expansion Following its recent merger with Aseonline and integration into the American Society of Employers, the Employers Association of West Michigan is expanding its network within the HR and employer services community, presenting opportunities for cross-promotional partnership and joint offerings.

Service Diversification The company provides a broad range of human resources solutions including publications, training, benchmarking, and direct assistance, creating multiple touchpoints for introducing new products or enhanced services tailored to employer needs.

Technology Adoption With a tech stack that includes PHP, MySQL, and analytics tools like Google Tag Manager, there’s potential to leverage data-driven insights and digital marketing strategies to attract new members and better serve existing clients.

Market Positioning As a nonprofit organization with a modest revenue profile and peer comparison to larger competitors such as Michigan Chamber of Commerce and HR Source, there is an opportunity to position specialized offerings towards small and mid-sized businesses that require tailored HR support.

Growth Potential Given its current limited staffing and revenue, targeted sales efforts towards expanding service offerings or digital resource subscriptions could unlock additional revenue streams aligned with the evolving needs of local employers in West Michigan.