Creators - Give and Take
As the holidays approach, I leave you with a bit of creative inspiration. This is a great example of how a brand used social in an authentic and entertaining way that leveraged influencers. The give - inspiring, original content. The get - product shots, an introduction to a younger audience and launch content. So the next time you take a photo over the next few days, think about how you can use simple, inexpensive tools to make something beautiful. This was created by Razorfish New York with credit to Mercedes for embracing the newer marketing channel of Instagram.[vimeo 83236867 w=500 h=281]
Mercedes Benz - Take The Wheel Campaign from Razorfish NYC on Vimeo.
Keep Running
First off, I'm really excited about the next generation - Generation Z. There's so much talk about Millennials that I think Generation Z has escaped the public eye.. for now. They're incredibly smart, self-aware and are really lucky to be growing up in the time that they are.Really? Now.. during a recession, political unrest, unstable times? Etc. Well.. it's hard for me to personally relate to various generational theories as someone born smack in between Gen X and Gen Y. But I will say that growing up in the 80's, high school in the 90's and entering the work force post dot.com crash meant that the world had great promise. I was fortunate to have missed out on having massive college debt.. but there was still this undertone that us Millennials - or my in-between peers had great promise. That we were going to save the world. Not just be ordinary - but be extraordinary. Beat the system. Excel. Except that other than having Facebook to share and complain - nothing in the world has really changed.
Gender inequality still exists and is a factor that can't be shaken off as those who rule the workforce come from older generations. White men still rule. Many people in power, whether economically or politically, still view those different than them as the "other" - failing to see how the problems of one group of people is a problem for us all. And various groups are still kept down through antiquated, false stereotypes and old unresolved, past battles.
But with this new generation - I believe it's all going to change. A life spent with literally the world at their fingertips has made them more worldly. Instead of pen pals, they literally have a window into someone else's world. In their eyes - will there be an "other?" They have little to stop them in whatever their endeavors. Do they want to code? They can look up a free video or website on how to do it? Become a photographer - download a $2 photo editing app? Learn a new language? The possibilities are endless. They're reaping what we've sowed - the free information that we've created. The insistence on gender neutral toys. The changing perceptions of what it means to eat healthy. What it even means to get an education.
I'm really excited about what's ahead.
[youtube https://www.youtube.com/watch?v=XjJQBjWYDTs]
The Lewis Model - Cultural Differences Simplified
I came across this while working on a global project. I'm sure anyone who's traveled outside the U.S. or spent time with people from outside the country will notice that there are distinct differences in how people behave. Do they tend to seem warmer? More emotional? Rational? Impulsive? Or respectful and hold tradition over everything else.
Keepin It Real
It's Throw Back Thursday so let us women all fondly remember the first time we got our periods. I'm sure our mothers gently took us aside and told us how to put on a pad as we looked on horrified that we'd have to wear this diaper-like contraption the whole day while feeling an unfamiliar ache coming from our ovaries. And forget tampons. "We put that where? Which hole mommy?" -As Orange Is the New Black's recent Episode 4, 'I Whole Other Hole' covers this confusion in depth.In two minutes, this mini-sitcom / online commercial, First Moon Party, manages to touch on an awkward subject using humor and honesty. Gone are the days of Full House, sappy sincerity and making a mother-daughter bonding moment out of every coming of age milestone. In this commercial, the clever, cynical, Gen X mother finds that the only thing precious about this situation is the opportunity to teach her daughter a lesson about lying. The commercial is refreshing and has struck a cord - gaining over a million views on YouTube in less than two days.
So advertisers take note. While the storyline is far fetched, the sentiment is real. Getting your period for the first time creates a mix of pride an embarrassment. While mothers love their daughters, the real exchanges are not a perfect display of sappy mutual love and affection. Perhaps the Gen X mother has learned to maintain her sense of humor in the face of motherhood.
[youtube https://www.youtube.com/watch?v=NEcZmT0fiNM]
Ethics and Brand Building In the Digital Age
Recently, I went after a job on a client that made a huge environmental blunder decades ago which has tarnished their reputation ever since. At first, I was hesitant, but then I did more research and learned the client had donated an incredibly large sum of money to charity and is working to improve their sustainability practices. During the interview, the strategy director mentioned the client knows they need to improve their sustainability practices - not just talk about it for PR's sake, but actually do good things.
As marketers, we're faced with this dilemma on a regular basis. We can feel good about working on clients like Nike, Google and Starbucks - knowing we're pushing not only a superior product but supporting sustainability or even an innovative employer. But the real opportunity is in getting those clients who once put profit first and foremost, to put customers first. It's getting those organizations who didn't care about sustainability to become more sustainable. Or those who weren't innovative to change their organizational structure to support innovation. It's getting the person who was a total jerk - the guy who said "my way or the highway" to realize that kind of behavior doesn't get him friends in this day and age. Is it black and white? Are certain organizations not worth helping? Is a culture of greed or lack of values so engrained that as marketers, we're better off letting them die as brands or can they be saved?
Or in the words of Olivia Pope's father on Scandal, are we, as cultural strategists, here to bring clients into the light?
Helping Brands Deliver in A Mobile-First World: Interview With Scott Schmidt
I worked with Scott Schmidt while at M&C Saatchi Mobile, developing mobile media strategies for clients and working together to win new business. Scott recently joined the newly created PIVMO, a mobile marketing and analytics company after having worked as a media supervisor and previously a digital strategist planner. The mobile industry has grown at a staggering pace since you've been in the industry. How have you noticed the conversations around mobile shifting and maturing during this growth?
Definitely - things are beginning to take shape but still not where they need to be. You’ve seen new mobile-first brands skyrocket faster than any other platform I’ve ever seen. I’ve also seen consumers just really fall in love with the technology from streaming Netflix on their phone and casting to the TV, or reading articles on the train, or sharing their social status…. it just makes things in life so much more convenient to a person. The largest issue is many clients still don’t grasp this, don’t have mobile ready websites or apps and they’re getting late to the party. Facebook really blew the media eyeballs open in 2013 with over half its ad revenue now coming from mobile. I like to compare it to social media a few years back, when every brand was still deciding if they should have a Facebook page, or Twitter page, but if you were one of the brands that committed to it, then you obviously saw them reap the rewards. As for the actual media side of things, it’s still a small portion vs. digital budgets and the main reason for that is either 1) they don’t have a mobile ready product or 2) they don’t really understand the mobile media landscape to get strong results from it. 2014 is the first year mobile traffic is going to overtake Desktop PC traffic. Consumers have already made their transition - it’s time for brands to start understanding how to connect with their consumers in a mobile first world [pullquote]Consumers have already made their transition - it’s time for brands to start understanding how to connect with their consumers in a mobile first world. [/pullquote]
What are some of the more surprising ways that advertisers and media buyers are able to target mobile users?
Mobile is a whole new world for targeting, and this is mainly due to apps being the experience consumers are choosing vs. browsers. Apps are just a much richer experiences to consumers, and because of this, cookies are not available. So when you talk about targeting in mobile, you don’t have that cookie trail available on browsers. What do you have in apps? You have something called ‘Device IDs’ or other ‘IDs’ being put into place to track devices anonymously. It’s a really messy space which is why many advertisers don’t get the performance / targeting they’re looking for. The best advertisers are using 1st party, 2nd party and 3rd party data based on device ID, registration data or other data that is properly matched to devices. It’s EXTREMELY important to understand how the data is captured and how it’s matched to the way you serve ads to those users.
What makes it even a larger issue in mobile today is you have to buy from Publishers directly, Ad Networks, and also Demand Side Platforms to get the scale and performance you need. I expect this to consolidate over the next few years. On the bright side - consumers are sharing their data at astounding rates through social networks like Facebook, Twitter, Instagram, Pinterest and other apps which help advertisers truly understand their audience. Imagine that: users are telling you what they like, how they’re engaging – and brands just need to listen and provide that experience. It’s a lot easier than it sounds!!!
What is an average click rate and how does that compare to other forms of media?
This is a loaded question, but Click rates are much higher on mobile vs. desktop, many say this is due to ‘fat finger’ syndrome but in reality if you have a great ad, and a great user experience the results outweigh desktop without question. I’ve seen click rates range anywhere from 0.3% to 20%. Either way, click rates should rarely be the measurement for your brand, you should be looking at other things like app installs, in-app events, engagement, brand lifts, social chatter, etc…
How much do organic installs (i.e. installs from customer interest vs. influenced by ads) play in an app's install success rate?
Organic installs are huge, but you can’t get those installs without awareness. Whether you’re using TV, social, mobile, or desktop you need to create awareness. The tricky side is on iOS where the volume of downloads effects your ranking. And with a higher ranking, you are maintaining more visibility and ultimately organic downloads. It’s important to build a loyal base which can be done through ads with the right targeting, creative and measurement.
Through mobile, brands have the opportunity to specifically reference a variety of factors in their messaging based on their mobile data - from the time of day, current temperature, location, etc. How often are these tactics used and are they more successful?
These tactics are used by the brands that are ahead of the curve and they’re definitely more successful. It really all depends on the clients’ goals and KPI’s they’re trying to achieve. Retailers are jumping on the horn for location data to drive brick and mortar sales, but in reality I see a lot of brands do this just to say they’re doing mobile. This is why understanding the data is the biggest factor when buying media in mobile. Other elements you’ll see is dynamic creative - saying you’re a block away from the nearest store, or a countdown to an upcoming sale. I’ve seen entertainment networks leveraging countdowns for upcoming shows and adding it to your calendar, and some brands incorporating real-time social data such as tweets during big events like the Superbowl. If the data you’re using for these ads aren’t accurate, imagine the issues you face. You could be in Los Angeles getting an ad for a nearby store in NYC.
What are some of the more innovative mobile media campaigns you've seen more recently?
One of the coolest campaigns I’ve seen recently was by Toys R Us in which they promoted gift buying to parents utilizing a voice recognition advertisement. Once you opened the ad, you had to speak and tell them about the child you’re shopping for, what you think they liked and then it recommended an item that you could buy instantly. Also received an ad last week, saying ‘Hey you at the agency’ in which they geo-fenced and audience targeted me explaining how they targeted the ad in a video. That’s hardcore stuff, but it really catches your eye and leaves a lasting impression on your audience. Then you have the larger brands running ads that are fully immersive such as Virgin Atlantic where you could walk into the plane, view its seats, and have a 360 view. iPad ads are some of the most beautiful ads you’ll see on any channel.
What goes into planning a mobile media campaign? How much of it is understanding target behaviors vs. understanding what kind of spend will lead to conversions? Vs. having the knowledge of various ad networks?
A LOT goes into planning, and this all depends on what the client is trying to achieve. Planning includes the media placements you’re buying, the type of ad units you’re buying (banners, native, video, rich media, audio, etc…), creative, the data you’re leveraging and the tracking available. Since data is a huge thing in mobile, it’s important to understand where each network, publisher or demand side platform is getting that data and how they’re matching it to the targeting. Let’s say for example you want to geo-fence an area for a retail store, you want to ensure all the location data you’re receiving is accurate, and in real-time. On the flip side if you’re a new brand that wants to understand who your consumer is in mobile, you can still run broad and measure / optimize against different devices, operating systems, device models, geo, connection speed, gender, age, etc… the list is really endless. As for spend leading to conversions, in the past it was always a better choice not to spend a premium for data since it was not really there yet in mobile, this is changing rapidly - BUT still not for everyone.
Let's pretend you work for a digital ad agency. A big brand comes to you and says they want to develop an app. What are some questions you ask them related to media?
First question is what took you so long? Lol, no but seriously it’s important for the brand to understand the app’s usage:
- Is the app meant to be a complete user experience like their web properties?
- Is it for acquisition purposes or awareness?
- What are their media goals / KPIs?
- Are you planning on implementing any analytic / 3rd party tracking solutions for media or in-house tracking?
- What has worked in other channels – desktop, TV, radio, print, etc…
- Who is their target audience? Are they open to testing beyond this?
- What devices and operating systems will it be available on?
Based on this we can build a plan and measurement to execute against so it aligns with their brand, but also aligns to mobile consumer expectations.
What kind of data can you get about people and their mobile habits from media campaigns? Is this information even fully utilized by clients to better understand their customer?
I think this is the MOST important aspect of mobile media campaigns. The value of the data is priceless (maybe not truly priceless but you get the point) vs. any other channel. Mobile is truly the consumer, it gives information on the type of content they consume, the locations they visit, their social habits, transactions they make and other devices they connect with. It’s a device that encompasses everything about a person. [pullquote]Mobile is truly the consumer, it gives information on the type of content they consume, the locations they visit, their social habits, transactions they make and other devices they connect with. It’s a device that encompasses everything about a person.[/pullquote]Very few brands are utilizing this to understand their consumer because they’re a bit jaded by how mobile was a few years ago or they’re just not getting the right education from their agency / marketing solutions.
How can creative agencies and mobile media agencies better work together to create more effective ads to customers? Which creative agencies do you feel are leading the charge on mobile?
Creative is really the key to mobile. Digital somewhat hurt themselves over the years by just spamming impressions and measuring backend analytics to the point where we forgot about the consumer experience. Most consumers are blind from seeing an ad 50 times on desktop before making a purchase, vs. seeing a TV commercial or even a video commercial online that created the awareness. Mobile is a groundbreaking technology that should be thought of as a place to engage users in an intimate way. You literally don’t need to send the consumer anywhere to make an impact, I’ve seen campaigns where users will open an ad and interact with it for over 5 minutes. You’re talking about a consumer interacting with a brand on their most personal device and spending a penny to the dollar vs. say a TV campaign. There’s so many creative agencies out there that do great work, but I’ll say actual providers are leading the charge since they pioneer the technology, them being Celtra, Phluant and some of the other rich media guys out there.
How is PIVMO different from other mobile media agencies? What need are they filling that other mobile media agencies haven't?
I think where PIVMO excels at is allowing seamless integration to a brands business and what they’re doing in other media channels and being able to simplify the process for them. Since we’re still quite a new company, we have a fresh perspective on things as our founders are not only coming from mobile, but also digital, out-of-home and TV. We’re also not tied to any large overhead structure, which allows for great service, innovative ideas and the ability to react to trends much, much, faster. Mobile media is still extremely complicated, which requires dedicated experts, multiple media tactics, tracking and optimization techniques to achieve success. We actually have built an internal solution to streamline all the reporting from our partners called PIVTrax, which I will say is probably the biggest differentiator vs. our competitors. Lastly, we understand that media is only one side of the coin, we’ve partnered with some amazing companies to offer UX design / enhancements that will ensure your brand is ready for a mobile first world!
Tech Disrupt 3.0
The longer I work in mobile, the more I see evidence that technology has disrupted every aspect of our lives. There is nothing we do that hasn't touched technology from the moment we wake up to the alarm on our iPhones to the moment we go to bed, scrolling through our Instagram feed one last time before we close our eyes. In fact, Mary Meeker's famous yearly tech trends presentation predicts that 2014 will be the year of wearable computing. So we've gone beyond social media and even mobile. But as someone working at the convergence of technology and advertising in New York City, it's easy for me to taught that this is the year of mobile, wearable computing, Google Glass, or any number of exciting technologies. The real question is, what happens when businesses finally embrace these behavioral changes instead of ignoring them? And what happens to those that don't?
A few weeks ago, I decided to check out the Warby Parker store in Nolita after finally getting a new eye glass prescription (yay health insurance!). I had heard of the startup but had become friends with the owner, Paul of my previous frames supplier at Caserta (go there!) and genuinely liked our customer / owner relationships. But as I casually tried on a few pairs, my eyes lit up with excitement. How could I resist $95 frames including the lenses, a good $200 dollar difference in price from any regular frames store? In fact, the ease of the purchase and price changed my entire outlook on eyeglasses. Perhaps they no longer had to be a critical decision to labor over for days, knowing they'd be a year-long fashion statement. I could now match my frames to my mood, or my outfit! Shortly after purchasing a pair, I dipped into a chain frame store just to compare. Rows of frames by well-known designers lined the shelves with designer prices. The store clerks seemed engaged in their own conversation instead of helping me so I quickly left. I vowed to replace the lenses on my old frames from Caserta because I enjoy shooting the shit with the owner and because they're great frames.
Following my trip to Warby, I decided that once and for all, I was going to purchase a Nike Fuel band. Earlier that week, I had posed the question through my Instagram feed - Nike Fuel Band or FitBit Flex. I had done extensive research online and was told that it was mostly a toss up, but that the Flex was more accurate. But what would motivate me? Accuracy or friendly competition? The answer, according to my Instagram community, was the friendly competition of the Nike Fuel Band. I've been wearing it ever since but truth be told, haven't given up my old FitBit.
So it's clear that regardless of your business, it's going to be disrupted by technology. So how can companies adapt? Here are two quick tips from my journey but more are sure to follow.
1. If your business is "analogue," make it the best analogue experience you can possibly create. Ensure that your customer service is top notch and genuine as well as your product. A quick glance at Caserta's Yelp review shows that nothing can disrupt the efficacy of a quality product and customer service. And their customers are spreading the word, coincidentally, through technology.
2. Your brand is not a product category but an experience. Extend it through digital products that enrich people's lives.
The Future of Advertising
Much has been said about the future of advertising. I've had the opportunity to work at a variety of agencies from digital shops to ones with a long history of creating global brands. It's definitely an exciting time if you consider yourself innovative and comfortable with change but for those waiting for advertising's glory days to come back, the over the top, expensive meals and dedicated assistants for management will become a thing of the past. I'm not going to say "the future is mobile" or the future is in social media, etc. At this point, brands should consider whether or not social or mobile is appropriate for their target although I can't imagine a target who doesn't use one or the other. I feel like anything I say will be douchy because who am I to say what the future will be. But...The future of advertising is in big ideas that are completely media and device-agnostic. For agencies to succeed in 2013, successful agencies will be able to tell their clients that they can get the right partners together to implement the idea whether that's hiring a digital production company, mobile app developer or partnering with a PR firm. It might mean acting as the middle man between a startup and a client or organizing a global event through an events production company. The future of advertising may be telling your client to listen to their consumers to make a better product. The future of advertising may be telling your client that they need to make their business more sustainable because it's good for consumers, good for the earth and good for the bottom line. As advertisers, we have something that client's don't. We live in cities that are the hotbeds of culture, not in the suburbs. We are creative and used to collaborating with people of all different backgrounds. We didn't take the traditional path of getting a business degree, MBA, etc. We've taken financial risks, working as artists, writers, academics and we've learned how to be innovative. We are connected to new cultural trends and design and thirsty to see what's next. So for heaven's sake, let's remember that clients hire us for a reason and guide them in the right direction instead of doing their bidding. Work it. 
Where the hell am I?
Apologies my dear readers for being completely M.I.A. and not providing you with any of my "new year-type" wisdom. Alas I have no exotic holiday vacation photos to share with you. But I know you don't come to my blog for that because freelancing ain't no vacation.No, the lesson I'm going to share with you now is a very good one. That what goes around comes around. Over the last two years I have made countless connections, attending networking events, talks and lunches even when all I wanted to do was curl up in my bed and watch Downton Abbey. At every freelance job, I absorbed like a sponge, the wisdom of my superiors while offering a unique perspective gained from my varied assignments. And while there were times when I thought I was better at getting others jobs than myself, in the end karma has come back to me in a positive way. So I haven't been blogging because in between celebrating the holidays with my family and attending a low key Christmas party, I've been working. Multiple freelance assignments that came to me at once (such is the freelance lifestyle). So far, 2013 has been fantastic and I have a good feeling that despite predictions of a slowed economy and continued political shenanigans, 2013 is going to be a good year.
So speaking of karma, a few very talented Miami Ad School kids have put this blog together as a resource for creatives looking to get into advertising. I'm sure there will be many helpful nuggets even for those looking to get into strategy.
The Half Life of Facts
Got this via Planning Tools & Hacks. Super interesting from a planner perspective because we always have to figure out how to use the knowledge we find and which information is the most important. It's especially interesting when you look at cultural, technology and scientific trends. What is really a trend and what is hype? How important is one technological breakthrough vs. another? Once something is "discovered," then every news outlet capitalizes on it. But what happens if that insight is questionable? When we found out that Jonah Lehrer falsified quotes on his latest book Imagine: How Creativity Works, we all asked ourselves if that debunked his entire hypothesis. Did that make every subsequent article that came out after his book release completely inaccurate?[youtube https://www.youtube.com/watch?v=8RMzBGdRpFY]
Crowd Sourcing Like it Should Be
A creative and smart twist on crowd-sourcing by Butler, Stern, Shine & Partners for Mini-Cooper. Like an improv show, BSSP asked fans to describe in six words their best test drive experience and then crafted an ad using the contest winner's words.[youtube https://www.youtube.com/watch?v=Cm8C1TpPkUQ&w=560&h=315]
The Strategies to Getting a Job & Hiring
Forbes has a great article on the challenges employers face in finding new candidates. Over the last decade, Americans have learned that no job is safe, but rather than sitting in our current jobs like lame ducks, we have adapted to always look for the next thing. Forbes discusses how hiring managers have changed their tactic when recruiting new employees. The article also touches on what tactics employees have used to increase their visibility and always stay employed. Are you following these rules? Will you get hired right away if your position is eliminated? The article comes via Talent 2050, a smart talent agency that focuses on bringing diversity into the workplace. Hiring Is Getting Harder For Employers, Not EasierDan Finnigan, 01.20.11, 02:05 PM EST
For the past couple of years, you have been holding down the fort, keeping expenses and hiring down while waiting for a turnaround in the economy. Nice job. Once again, we have near record profits in the U.S. Consumers are now opening their wallets and, with a workforce again near record highs in productivity, you and your business are clearly getting ready to hire now.
But if you think you're going to be in the driver's seat because your company has open positions at a time of prolonged, record unemployment--think again. The top-level unemployment numbers are deceptive. Dig deeper and you will see that there's a long-term battle for the highly skilled people you will most want to go hire.
Why? By 2015, 60% of the new jobs being created will require skills only held by 20% of the population, according to a recent report from the American Society for Training and Development. In 1991 fewer than 50% of U.S. jobs required skilled workers. But by 2015 76% of all U.S. jobs created will require highly skilled workers, for example people with special skills in science, technology, engineering or math. Worse yet, Georgetown's Center on Education and the Workforce reports that the demand for college educated workers will outpace the supply in the U.S. by more than 300,000 a year. That means the country will produce 3 million fewer college graduates than are needed over the next decade.
So, you will be waging a war for talent whether you like it or not, a war that requires new strategies and tactics to win. And the fact is that most of us are out of practice, and thus, are likely out of touch with how fast-growing companies hire now.
Two major trends have converged to alter the job-seeking mentality among American workers. First, during the recession, the American worker received the loudest, most clear message in our country's history: No job is permanent, few employees are irreplaceable, and everyone should be prepared to look for a new job at a moment's notice. Second, at the same time, social media has advanced so far beyond the tipping point that it has become the cultural norm for making connections and sharing information, both professionally and personally. (Time spent on Facebook now exceeds that on Google ( GOOG - news - people ), and Facebook now sends more people to news and information websites than does Google's dominant search engine.)
The result is a new landscape for both employers and job seekers to navigate, a landscape you will have to get to know quickly to attract the talent you need for your company to compete and grow.
If you've asked your recruiting team to target passive candidates in the past, it's time you get to know the new proactive candidates, people who cultivate new job opportunities long before they need them. Our company recently commissioned a national survey, Job Seeker Nation 2010, to find out about the job search intentions and practices of the modern, recession-weary American worker. Our research found that 53% of employed Americans--that is, 63.5 million people--are now open to new job prospects, even if they are not actively looking for a new job per se. But a deeper look into their behavior shows they never stop looking for their next opportunity. In fact, 73% of these proactive candidates have engaged in job search activities in the last 12 months, compared with only 28% of those not open to a new job.
So, then how are these proactive job seekers different from the rest of the population? Very, and much more likely to be the people your company needs. They are:
--Highly educated. 52% are college graduates, while 31% of active job seekers and 44% of those not open to a new job are college grads.
--More social. 77% use Facebook, 36% use Twitter, and 34% use LinkedIn--higher adoption rates than other groups reported.
--Well-connected. This group has significantly more contacts within these social networks. The difference is even more pronounced when the proactive job seeker has a college degree.
--Networking for jobs. Given their large social networks, this group finds referrals even more important as a job source than do others, and they are leading the charge toward using social networks to find jobs.
Let me get to the bottom line: These proactive job seekers--many of whom are some of your best employees, as well--are not waiting for their résumés to be plucked out of a stack of hundreds or found among thousands at job boards. They are cultivating networks of opportunity that they can tap into at any time they need to--like at the next hint of reorganization, layoffs or slow growth in their company.
Smart companies are getting ahead of this. Like the proactive job seeker, proactive employers are cultivating networks of prospective employees to generate the right prospects for their open positions. The fastest-growing companies, like Zynga, Twitter and Groupon, and those that compete with them for talent, provide examples of how employers can reorient their recruiting strategies to attract these motivated, connected and career-minded individuals.
--They've gone social. Proactive companies promote jobs in social networks, of course, but they also cultivate networks of followers, engage in online conversations and tell their stories about their companies. This investment pays off for both their marketing and recruiting departments, with new customers and new recruits. To get going: If you have a marketing-driven social media plan, that's a start. (If not, see Time's person of the year award for 2010.) Now layer in content that attracts potential candidates--company news, color commentary from employees, video of the work environment and of course job information. Cover all the big social channels, Facebook, LinkedIn, Twitter and YouTube.
--They're crowdsourcing their recruiting programs. Employers have long encouraged employees to provide referrals for jobs (the highest- quality source of candidates); and now social technologies offer a way to power up this crowd. The most successful companies have hundreds and sometimes thousands of brand ambassadors in social media, employees who love their company, products and work and are willing to talk about it. They bring a unique perspective to everything from the best latte to the best place to work. To get going: Tell your employees you need their help; give them an easy way to deliver their referrals to your recruiting department; and don't block access to social networks at your workplace. That's just handing candidates to your competitors.
--They walk the walk. The top executives in market-leading companies demonstrate their commitment to hiring goals by helping out themselves. If you aren't hearing about changes in your company's recruiting strategy, ask. If your human resources executives are pushing changes, get on board. To get going: Stand up at the next company meeting and thank specific employees for their referrals; mention your commitment to hiring the best and brightest in your next press interview; tweet some jobs yourself.
--They know their numbers. If the preceding points sounded touchy-feely to you, don't be fooled. Proactive employers have transformed their talent acquisition with metrics-driven recruiting programs. They are not wasting time or money sorting through mounds of résumés from under-qualified candidates. They are increasing the yield of their recruiting dollars with targeted programs, intelligent analytics and smarter technologies. To get going: Review the pipeline report from your recruiting department and ask about the candidate sources with the highest return on investment.
An evolution in the marketplace of talent has quietly but irrevocably changed how people look for work and how companies find workers. The faster your company adapts to the new ways of acquiring talent, the more competitive your business will be.
Dan Finnigan is the chief executive officer of Jobvite.
My Brief Rant Against Baby Boomers
Or maybe just my parents...
I just had to give my parents a lecture on why they should unplug their electronics when not in use. We live in a liberal town. My parents never questioned global warming. They recycle. BUT - I almost think that they are TRYING to waste electricity. Or maybe they just don't know. Freaking baby boomers. They've had all the fun. They had the Beatles... when all four were alive. They had Free Love with No AIDS. Drugs were okay, well at least until they figured out the long-term effects. And danced to DISCO! They had the glutenous 80's. They had the first tech boom. And I ask them to do one freaking simple thing. Unplug your computer before you go to sleep! Unplug the freakin air conditioner that's not in use 9 months of the year. Is it really necessary for me to spell out exactly what vampire power means? Do I have to argue with you on this? Oh yeah.. save electricity. Same the environment, cause you know... my children are going to be on this earth, and my children's children and I'm sure they'd like all the same benefits and resources that you've had.. except maybe.. even better.
okay. I'm done.
P.S. I entirely admit that this is a perfect shit storm caused by finishing an awesome program in an amazing, environmentally friendly city - to officially entering the world of the unemployed while temporarily living at home with my parents in NJ where it's at least 30 degrees colder than San Francisco. Phew.. breathing.. deeply.
LIfe in a Day: Wallet Full of Dreams
[youtube=http://www.youtube.com/watch?v=lCTzk140lq4&w=480&h=385]One of my Miami Ad School teammates did this for a project over the summer. Cool stuff and some nice insights. You can see more of his writing here.
Women in Tech-Media - NY Internet Week
Just got back from the Women in Tech-Media featuring:
Jennifer Hyman - CEO of Rent the Runway, a site to rent designer clothing that was founded in 2008 and has already been featured in the NY Times, has funding from venture capitalists, and a steady following.
Dorothy McGivney - previously worked at Google for 6 years and recently quit to start her own site Jauntsetter, a travel site and e-newsletter for New Yorkers. I just signed up! Hey roommie - you'll like this one!
Jordan Reid - founder of the lifestyle site RamshackleGlam as recently as March of this year and now a contributor to Cosmo, Time Out NY, TheGloss.com, etc. and a correspondent for BetterTV as well as appearing on other lifestyle programs. I've posted about her before. She has an inspiring story of finding success where her non-linear journey took her from Hollywood to a soulless NYC law firm to blogging for Nonsociety.com and then finally starting her own site.
Tammy Tibbetts - created She's the First, a global campaign that promotes the importance of educating girls in the developing world. Oh, and she graduated from the College of New Jersey (Go Jersey!) and is only 24 years old. Holy cow. All while maintaining a full time job.
And finally, the panel was moderated by Neha Chauhan who moderated the last Women in Social Media panel in February. She currently works as an investment banking analyst at JPMorgan, is a Harvard Grad, developed My Social Impact and has another startup venture coming up soon so stay tuned.
I found the panel especially inspiring because they were all under 30 (I believe) and the general consensus was that doing their own thing was well worth the struggles of starting their own business. And they all seemed genuinely nice! I was particularly impressed with Jennifer Hyman, a Harvard MBA grad who spoke about literally changing people's buying habits through Rent the Runway. In the future, my closet might not be filled with cheap, low quality throwaways or filled at all. Instead, I'll be able to present the "brand" of myself that I want and rent designer goods for various occasions. Someday she hopes that people will rent seasonal items rather than buying them. In theory, this could open up many activities that were far from affordable to most - like skiing. And that's just the beginning. Jennifer believes that the future of eCommerce will be a more curated experiences instead of the current model which is to go to a site that has every selection imaginable. As someone who finds online shopping too time consuming, I agree with her predictions.
The panelists also gave some great general advice about building your business and blogging. Jordan's advice for gaining a larger audience is to comment on sites you like, offer to guest blog on other sites, and she mentioned that the blogging community is very supportive, so get out there and make friends. She also stressed that as a blogger, you're selling both yourself and your opinions so honesty, integrity and showing the absolute best of yourself every day is key. And don't be afraid to ask people for help especially if you're going at your venture alone.
Dorothy recommends Founders at Work, a book about various startups and how they went about launching their business. She also found Meet Up to be a great resource for networking and strongly recommends starting your own Meet Up if you can't find a group that shares your specific interest.
And finally, despite going to Harvard Business School, Jennifer and her partner decided to forgo creating a formal business plan and instead winged the process. They learned and listened to people along the way. She recommends never turning down a meeting with someone because you never know what advice they will offer or what type of connections they will give. Jennifer explained that you build your reputation by the respect you give others when you listen to them and are open to their suggestions. I thought that was some powerful advice.
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| Dorothy, Jordan, Jennifer, & Tammy |
Online Professional Persona 101
Last night, I went to a fantastic AWNY event lead by a wonderful, intelligent and informative recruiter Regina Angeles, that was about building your professional reputation online in addition to networking and professional development. It's obviously always good to network even when you have a job. Gone are the days where if one was loyal to a corporation, the corporation would reward them. I constantly see people working incredibly long hours with no real reward in sight who often burn out and quit. Then there are others who achieve the same amount of prestige, salary and position while working perfectly reasonable hours. And they're usually the men! So as Regina recommends, it's important to expand your connections beyond your company and even specific job title. Learn about what others do, what other company cultures are like, etc. etc. She even suggests going to a networking event once a week. Eesh.
So... for those of you who asked me "Molly, how does one network?" here's what Regina suggests. I believe she's going to post her official presentation so check back on her blog or follow her on Twitter.
The basics: Make sure your Facebook profile is work friendly. No obviously inappropriate photos. If you have drunken, idiotic friends, block tagged photos from the public.
LinkedIn, LinkedIn, LinkedIn. As Regina says, if you don't have a LinkedIn profile, you either don't exist or are doing something illegal. Recent statistics reveal that 95% of recruiters use LinkedIn to source new candidates. So highlight and quantify your accomplishments but don't lie! You'll get called out in a New York Minute. Start with your friends, colleagues, former colleagues, college classmates, etc. and build your network from there but don't forget to use the same social graces you would if networking in person. Be polite and don't add people you have no real connection to. I get requests from photographers and photo agencies I've never met, all the time and it's just annoying. And by all means, look for jobs using LinkedIn. Spend minimal time responding to craigslist, monster, etc.
And Twitter. Twitter is a great way to connect with people you've never met. Follow companies you want to work for. For clients, future clients, brands you're interested in working with, etc. Post links to your blog if you have one. Create informative posts about your industry and have an opinion. Develop a short elevator pitch for your online profiles using key words especially if you have a common name.
More advice to come. Happy Friday!