I write about the three topics that I am most passionate about; Sales, Marketing and Social Media. These topics are covered from my experiences in outside sales and marketing. My objective is to use my expertise to help business and the individual.
The New York Auto Show is back after a two-year pause because of the COVID-19 pandemic. I had the privilege of covering the event over the past two press and industry days at New York’s Jacob Javits Center. It was great to be back. One of the events was hosted in the new Pavilion built at the Javits Center.
Mark Schienberg,
President of the Greater New York Automobile Dealers Association
opens the Auto Show at the awards breakfast.
I want to congratulate Audi, Hyundai and Mercedes for winning world car awards.
The Hyundai Ioniq 5 wins a World Car award at #NYIAS 2022!
There was a shift in the type of cars, trucks, and SUVs at the auto show. This year the show was made up mostly of electronic vehicles and hybrid vehicles. This change is because of changes in the industry and US government policy to improve the environment. They pledge to sell only electric vehicles or EV’s by 2035. This is a global trend. This is information that came out of the World Traffic Symposium, which was held yesterday.
The show was based on two levels and there were three EV test tracks where drivers could drive Electronic Vehicles. This is a fun exhibit that I recommend that you experience. Ford had one and Hyundai had one. There was an additional track on the lower level where you could see more hybrid cars, trucks, and SUVs. You can also see EV Charging stations on the lower level. For kids not old enough to drive, they also had arcade-style racing games. There is something for everyone at the show. Here is a new Corvette!
You can find additional pictures posted on Instagram.
There were also some new vehicle role-outs and major press announcements from KIA, Hyundai, Chrysler, and Jeep. You can see them below.
The show is open to the public starting today at the Jacob Javits Center located at 429 11th Avenue New York, New York 10001. How to get to Auto Show. The Auto Show runs from Friday, April 15th, through April 24th, 2022. The hours are as follows Monday - Saturday from 10 am to 7 pm and Sundays from 10 am to 7 pm. General admission tickets are $17 for adults and $ 7 for children. If you want early access for this Friday or Saturday tickets are $45 for adults and $7 for children. Tickets can be purchased here.
What are you hoping to see at the auto show? If you have attended the auto show, what was the most exciting thing that you have experienced?
I write about the three topics that I am most passionate about; Sales, Marketing and Social Media. These topics are covered from my experiences in outside sales and marketing. My objective is to use my expertise to help business and the individual.
I covered The AI Summit in New York last week because I wanted to learn more about AI and Machine Learning.
According to Tractica, AI is being implemented globally.
AI and Machine Learning used in many verticals and processes. For example, when I compose an email using GMAIL, I received suggestions on how to finish a sentence. To use the GMAIL suggestion, I can tap the right arrow button on my keyboard.
Think about your routine and your processes, I bet that AI influencers your decisions from where to eat to what to watch.
It is important not to fear AI; use it as a tool to be more productive and live better.
Data Privacy
There are many issues on Data privacy with legislation such as GDPR, CCPA among others. Right now we’re are at the level where AI can understand customer behavior and make suggestions.
AI In the Home
I attended an LG Labs event on AI in the home where it was suggested that companies need to collect more customer data to make better products. To convince customers to provide more data, companies need to provide customers with a ROD analysis or Return on Data. The return on Data should measure customer benefits against the amount of data they are providing. For example, in exchange for providing X amount of Data, we improved our product By Y i.e. increased functionality and better user experience. Think of an ROI or ROAS analysis.
The next evolution for AI is to go from predicting current user intent to future user intent based on user actions. Eventually, AI devices will be consolidated and work cross-functionally.
How AI will impact Sales, Marketing and the Customer Experience
Mark Beccue of Tractica opened up the Sales, Marketing and Customer Experience part of the Summit.
Matthew Quinn of Columbia University shares his insights on AI’s impact on Sales and Marketing.
Companies will not have just Salespeople or Machine Learning in the sales process. Instead, to increase Profits companies will have a hybrid model.
A business’s reason for using Machine Learning and AI is to become more efficient, get better insights and better ROI and profits.
Businesses need to think globally by applying cultural diffusion to their business through localization and language translation.
Marketing
AI will improve Marketing KPIs by allowing brands to measure improve linguistic effectiveness.
Shared by Smith Yewell of Welocalize
Customer Segmentation
Shared by Ranjit Jangam of Comcast
How ML can improve Customer Segmentation Data
AI will improve the customer experience by allowing customers to control their buyer journey with less interaction from the seller.
Shared by Priyanka Tiwari of Interactions.
Conversational AI will help power a self-service model according to Gartner.
What is Conversational AI?
Where AI needs to improve
I want to thank The AI Summit for having me as their guest. If you want to use AI to improve business outcomes, sign up for the AI summit in your city.
Last week, I covered the Search Marketing Expo in New York City. Search Marketing Expo has is a great event for SEO, SEM, and Digital Marketing professionals. SMX provides attendees with an opportunity to learn actionable techniques in conference sessions and training workshops. Google and Microsoft provided seminars on various SEM topics.
Organic traffic has reached its peak and will decline.
To keep traffic coming to their sites, Marketers will need to find ways to nudge consumers as Zero click queries continue to grow.
Organizations need to shift their investments in product, content, and brand. Decisions on how to redeploy these resources need to be a company-wide effort.
At the end of the keynote, I met Rand and received a signed copy of his new book entitled Lost and Found.
In Google’s Keynote, I learned how businesses can get an edge during the holidays. I also learned of Google’s plan to use Google Images and YouTube for eCommerce. Google is also allowing businesses to use location-based Ads in Google Maps.
The key insights of the presentation were:
1. According to Google most shopping visits start online.
2.When diners search for a great place to eat the searches are probably happening on a smartphone.
3. When people are online in cars, more than half of them are searching for information on a mobile device making localization and targeting important.
4. . 2/3′s of shoppers say that online video has given them insight and inspiration to make purchases.
5. Shoppers use at least 3 channels or more when shopping.
6. Brands need to provide an omnichannel channel experience all year, especially during the holidays.
7. Sales are happening online and offline. As a result of this shift, Brands need to serve customers on the channels of their choice.
I covered the Product Marketing Community event in New York. Product Marketing Community was founded by Product Marketers for Product Marketers.
Attendees of Product Marketing Community events take interactive workshops led by product marketing leaders and network with their peers.
The event covered how to: build and execute: go-to-market strategy, buyer insights, messaging, content, and sales enablement.
Product Marketing Community founder Rowan Noronha kicked off the event.
Currently VP of Product Marketing for Zix, Rowan has led product marketing for North America (Office of the CFO) at SAP and Cognizant. He also serves as an Advisor to SAAS startups.
Here are takeaways on go-to-market strategy, developing buyer insights, and sales enablement.
Marketers need to develop and deploy a buyer-centric go-to-market strategy.
It is time for marketers to ask better questions about buyers.
Businesses should identify their ideal audience for their offering. Data from this analysis can be used to target better prospects and improve go-to-market results.
Only certain target customers will buy due to internal and external factors.
To grow revenue, businesses need to develop and use better competitive insights. Developing these insights entails examining everything about the competition to identify: strengths, weaknesses, competitor priorities, growing, and under-served markets.
Product Marketing involves more than just supporting the Marketing and Product Management teams. Product Marketers serve Marketing, Sales and Product teams. Each team has different needs and responsibilities. However, they all play a role in growing the business and serving customers.
Product Marketers serve as market experts and translators for teams from across the organization.
What is Product Marketing?
Product Marketing is the discipline of bringing a product to market and nurturing its success. Businesses need to create and market products people want to buy. To do that, they need to use the Pragmatic Framework.
Product Marketers are taking on some Product Manager responsibilities.
Product Marketing needs a separate brief.
Johnathan Hinz of Seismeic shares his insights on sales enablement and its role in marketing.
The lack of Sales and Marketing alignment is due in part to the inadequate amount of customer value mapping relating to the number of buyers types.
Product Marketing Community New York was a great event.
I covered the Product Marketing Community event in New York. Product Marketing Community was founded by Product Marketers for Product Marketers.
Attendees of Product Marketing Community events take interactive workshops led by product marketing leaders and network with their peers.
The event covered how to: build and execute: go-to-market strategy, buyer insights, messaging and content and sales enablement.
Product Marketing Community founder Rowan Noronha kicked off the event.
Currently VP of Product Marketing for Zix, Rowan has led product marketing for North America (Office of the CFO) at SAP and Cognizant. He also serves as an Advisor to SAAS startups.
Here are takeaways on go-to-market strategy, developing buyer insights, and sales enablement.
Marketers need to develop and deploy a buyer-centric go-to-market strategy.
It is time for marketers to ask better questions about buyers.
Businesses should identify their ideal audience for their offering. Data from this analysis can be used to target better prospects and improve go-to-market results.
Only certain target customers will buy due to internal and external factors.
To grow revenue, businesses need to develop and use better competitive insights. Developing these insights entails examining everything about the competition to identify: strengths, weaknesses, competitor priorities, growing, and under-served markets.
Product Marketing involves more than just supporting the Marketing and Product Management teams. Product Marketers serve Marketing, Sales and Product teams. Each team has different needs and responsibilities. However, they all play a role in growing the business and serving customers.
Product Marketers serve as market experts and translators for teams from across the organization.
What is Product Marketing?
Product Marketing is the discipline of bringing a product to market and nurturing its success. Businesses need to create and market products people want to buy. To do that, they need to use the Pragamtic Framework.
Product Marketers are taking on some Product Manager responsibilities.
Product Marketing needs a separate brief.
Johnathan Hinz of Seismeic shares his insights on sales enablement and its role in marketing.
The lack of Sales and Marketing alignment is due in part to the inadequate amount of customer value mapping relating to the number of buyers types.
Product Marketing Community New York was a great event.
Propelify is an event where people from across the Northeast can turn ideas into action.
Officials from the New Jersey State government attended. They offered entrepreneurs resources to start and/or scale their business in New Jersey.
New Jersey Tech Council CEO Aaron Price and New Jersey Governor Phil Murphy delivered the opening keynote. In their keynote, Aaron and Governor Murphy discussed Propelify’s mission and why businesses should consider New Jersey.
There were additional talks on topics from Cannabis, Customer Experience, Marketing, Sales, Recruiting and Entrepreneurship.
Cannabis: From New Brand To IPO In A Prohibition Market panel.
Rebecca Price moderates a panel on The Science Behind Smart Recruiting and Seeing Thru the Resume.
Entrepreneurs networked with investors. There was also a Startup competition.
Exhibitors represented diverse entities ranging from Government, Advertising, Financial Services, CPG, HRTech, Universities, Incubators, Accelerators, IT, Healthcare and E-commerce brands.
I covered Advertising Week in New York. Advertising Week is where the best minds of Marketing and Advertising meet to share and learn best practices.
Matt Scheckner Global CEO of Advertising Week shares his thoughts at the opening breakfast.
There were great panels and workshops.
My key takeaways from Advertising Week 2019 were:
1. Brands need to better understand emotional intelligence and be able to apply it to their content creation. Other emotions besides happiness drive purchases. Spencer Gerrol the CEO of Spark Neuro shares insights from a biometrics study on how emotion in content affects brand value.
Spencer also did a live demonstration showing how the brain responds to Ads in real-time.
2. According to Gary Vaynerchuk, Marketing is becoming more like Sales in terms of being results-driven. Brands will eventually need to create up to 500 pieces of content per day to engage the ever-increasing buyer personas and customers’ tastes. Gary also shared the idea that LinkedIn is the best platform for organic reach.
3. Brands need to organize their organizations around the customer journey and experience. Philips SVP of Digital Marketing and E-commerce Blake Cahill shared how the company is organizing and transforming around the Customer Journey. He provided actionable steps companies can take to better serve customers.
4. The funnel of today will look like a flywheel by 2030.
Nikki Issac of Mircosoft shares Microsoft’s Research on Marketing and the Customer Journey. She also moderates a panel with Esteban Ribero of Performics.
Brands need to use data and AI to better understand their customers. According to research conducted by Microsoft, only 20% of today’s marketers have a high customer experience quotient (CXQ). A high(CXQ) means that brands fully understand user intent to create their customer journey; improving their performance to increase customer engagement.
Why should Brands be Customer-Centric? Brands that were Customer-Centric saw a 45% increase in ROI/ROAS.
We will see the rise of the Chief Journey Officer or CJO.
Where are you on the Journey?
5. Brands need to understand the role of Social Media in Customer Journey and how it impacts customer buying habits and decisions.
Businesses need to improve how they use Social Listening
and Analytics tools to understand customer intent.
A framework needs to define and address KPIs at each touch-point in the customer journey.
Why is this important?
More Marketers believe Social Listening is important.
6. Brands need to apply design thinking to cultivating empathy for end-users, interpreting and framing problems they experience, creative solution generation, and continuous prototyping and testing. The goal is to provide creative solutions for the end-user.
7. Brands need to listen and understand the customers of tomorrow. It is not just about Gen Z but Gen Alpha. Gen Alpha will be more active on social issues and more open to challenging the status quo than Gen Z.
8. According to Samsung Ads, with the rise of the Connected TV, Brands will be able to track and measure the effectiveness of their TV ads, similar to online advertising. Targeted TV is of critical use for advertisers because TV is viewed on Mobile, Desktop, Native Smart TV and Display. Advertisers expect to be able to track customers across platforms while producing ROI/ROAS reports just like online advertising.
9. Televised sports will increase its presence in Television programming. Soon, Sports Betting will be Televised according to CEO Chris Ripley of Sinclair Broadcast Group. Eventually, gamblers will be able to view Sporting events and place bets in real-time over their Smart TV and/or connected devices. This will provide gamblers with great customer experience.
10. Any business can use technology and creativity to: build community, start and scale an eCommerce business, create content and campaigns that convert.
Facebook’s Mark D’Arcy, CCO and VP of Global Business Marketing showed how to do this using Facebook.
Mark also spoke on Facebook’s social initiative Boost with Facebook. Boost with Facebook helps break down socioeconomic barriers by offering people the chance to up-skill on everything from using Facebook to finding a job. Boost with Facebook is a combination of online learning and live workshops.
Advertising Week 2019 was a great event. I want to thank everyone that made the event possible. On a personal note, I want to thank Matt Scheckner the Global CEO of Advertising Week and the Sunshine Sachs Communications team for having me as their guest.
I covered the Digital Agency Expo in New York. For those of you who are unfamiliar with this event, Digital Agency Expo is a conference focused on how to build, grow and scale a Digital Agency in 2019.
Ryan Deiss, the co-founder, and CEO of Digital Marketer opened up Digital Agency Expo.
In his opening talk on how to recession-proof a Digital Agency, Ryan identified three Key skills that agency owners and marketers need to master for success.
1. Master the skill of Copywriting
2. Master Email Marketing
3. Be able to create Partnerships
Ryan challenged the concept of a Full-Service Agency. He also argued against the notion that a bigger Agency is more profitable and can consistently produce high-quality results.
Ryan also recommended books to read along with a model for a successful agency.
It was an insightful talk.
Another great talk was delivered by Keap CEO Clate Mask. He outlined the five Stages of Agency growth. Clay also shared how he struggled to get his business off the ground. He kept going despite being told to get a job. His advice for when things get tough:
Evan Radisic of Proposify shares the State of Proposal research. Proposify examined 1.6 million proposals creating a blueprint of a winning proposal.
One of my favorite talks was the Keynote by Gary Vaynerchuck. Gary shared how to create, grow and scale a digital agency. He shared how he built multiple businesses on a shoestring budget despite his humble beginnings. Gary also took questions from the audience. I have included a portion of the talk here.
I attended EdSurge ImmersionNYC this past Friday. The event was designed for EdTech startups that are looking for Advice in the areas of Marketing, K-12 Sales, Scaling Up and Exiting. Attendees had the opportunity to hear from leaders at Various Education organizations ranging from CEOs, Founders, School Superintendents, and Venture Capitalists.
I enjoyed the presentation provided by Brett van Zuiden of Clever. In his presentation, he reminds us to think of users when designing products versus the way we would use a product.
He reinforced the idea that great product design cannot happen without truly understanding our customers.
Attendees had the opportunity to take three Clinics led by experts in Sales, Marketing, Scaling up and Exiting. I enjoyed the clinics because they were customized and led by experts.
The clinics that were most relevant to me, were two clinics on Marketing and one on Selling to K-12 school districts. I was able to meet and connect with many great entrepreneurs in the clinics. We received advice that was customized and actionable.
There were also many opportunities to network throughout the event.
EdSurge also announced the upcoming launch of its new service called EdSurgeIntelligence.
The services will apply a fresh approach to market intelligence and learning for investors and executives. EdSurgeIntelligence will allow users to analyze trends from early childhood through higher ed, the workforce and more.
I want to thank the Edsurge Team for having me at Edsurge ImmersionNYC.
I covered the Digital Marketing World Forum in New York this past week.
There were great discussions on Digital and Social Marketing. The topics ranged from the customer journey, customer experience, customer retention, personalization, using data, and privacy legislation.
My key insights were:
1. To improve customer retention, brands need to understand their customers to personalize their experiences across all touchpoints. Marketers from different verticals shared how they were able to improve customer loyalty and retention by personalizing and creating customer experiences across all touchpoints.
2. Many times, customer data tells a story that contradicts preconceived hunches and opinions. Marketers from T-Moblie and Decoded found this out when they marketed Cell Phone plans to the 55+ community.
3. Marketers have the tools to better understand their customers and to track the results of their efforts faster than ever before. These tools empower marketers to improve the customer journey and experience. With this power comes the obligation to better serve their customers and to quickly pivot when their tactics and strategies are not effective. Marketers with different products and services shared their stories and strategies.
4. Companies that are going to use Chatbots to serve customers need to train Chatbots to handle complex requests from customers. Chatbots should not be used to answer questions like the hours of a store or simple information that can be obtained from a website.
5. Privacy Legislation similar to GDPR is coming to the United States. Laws in California and Nevada are being enacted in 2020. OneTrust shared how Marketers can prepare and comply with the Californa Consumer Privacy Act (CCPA).
I covered Voice Summit last week at NJIT in Newark, New Jersey. Voice Summit is the largest voice tech conference that brings the conversational design ecosystem together in one place.
Last year was the first Voice Summit. It was amazing to see how the industry has advanced in the past year. This year, the conference grew to over 5,000 attendees!
Voice Summit was a great place to network. Many Voice Startups demoed their offerings as well.
Founder Pete Erikson shares the story of Voice in the opening press conference. Pete shared the podium with Voice industry leaders and Newark Civic Leadership.
The conversation in Voice has shifted from should brands have a Voice Strategy to how to effectively incorporate voice technology across the organization. Attendees had opportunities to attend hands-on voice workshops on topics ranging from creating brand guidelines to building a voice strategy from the ground up. I took the Voice strategy workshop conducted by Brett Kinsella of VoiceBot.Ai. We received a workbook that had questions that served as building blocks to build our voice strategy.
I had was able to get a look at the Expo Floor where I was able to meet exhibitors and explore the Amazon Smart Home. It was amazing to see how voice technology has transformed the home experience. In this video, I was able to ask Alexa to play Who Wants to Be a Millionaire and to play music, etc.
Marketers have many opportunities with Voice and Audio Content according to Voices.com research. Content takes the form of short and long-form ranging from Flash Briefings up to Audiobooks.
However, when it comes to smart speakers only, 18% of users discover skills from brand advertising according to Vixen Labs.
Brands need to prepare to change their Marketing and Advertising for Voice. A panel shared their thoughts on how to improve how to achieve this aim.
Edison Research and NPR conducted market research on the topic of smart speaker customer behavior. The number of smart speakers in U.S. homes grew 78% from December of 2017 to December. The research packed with data you can see here.
Brett Kinsella led a panel where Marketers shared how they have developed and implemented their strategy for Voice.
Steve Keller of Pandora shared his thoughts on the topic of Sonic Branding and Sound Business.
On a side note, NJIT was nice enough to provide me with a tour of the start-up incubator and co-working space opening this September. I was able to see areas being built from the ground up just as startups are.
I also was able to see the Alexa Cup which is Amazon’s initiative to pair Marketers and developers to work on projects such as Female Empowerment and Mental Health.
What touched me on a human level was the closing keynote entitled “A journey through a deaf developer’s eyes.” In this keynote, Thomas Chappell of Prudential shared his story. Thomas is unable to speak.
After his talk, I was able to meet him. People communicate with him using Voice to speech technology and American Sign language. I was able to use the technology on a smartphone to have a full conversation with him.
Voice Summit was an amazing conference. I want to thank Pete Erikson, the Modev Team, NJIT, the City of Newark, and the State of New Jersey for having me as their guest.
I write about the three topics that I am most passionate about; Sales, Marketing and Social Media. These topics are covered from my experiences in outside sales and marketing. My objective is to use my expertise to help business and the individual.
Brands use Marketing to increase sales, and revenue, and to beat the competition. While this is a great strategy, a brand is only as good as its talent. Yes, brands compete to get and keep customers; but they are also competing to get and keep great talent. For brands to grow, they need great talent in every function of the business.
According to LinkedIn, “the number of global members who changed their jobs on LinkedIn was up 54% year over year. For context, those numbers typically hover between 0 and 5%. “
For brands to be able to attract top talent, they need to be a desired place to work. To be a desired place to work, they need to understand what motivates their employees. While this will vary by industry and company size there are similar things that many employees seek. These include:
1. Feeling valued for their contributions
2. Freedom to do interesting work and solve intriguing problems
3. Fair and competitive compensation including incentive and performance pay, perks, and other employer benefits
4. A fun place to work with activities to bond with co-workers
5. Training and advancement opportunities
6. Work-Life Balance
7. Flexible-working conditions ie work from home, remote work, hybrid work, or onsite for those who want to be in the office
If these things listed above are in place, brands are on the right track to building a great talented brand provided their product offerings are solid.
Getting employees excited about coming to work each day will increase the talent pool by generating word of mouth. When people have something good they tell their friends.
Beyond the offline word of mouth, Brands need to own their identity online by in-sourcing their online and offline assets. This starts with their websites, digital properties, and the collateral used to sell their offerings. With talent branding and employer branding, brands are selling prospective employees the idea of applying and working for their company. This is similar to marketing their commercial offerings to potential customers.
Brands will need to conduct market research to understand who their competitors are and where they stack up in the talent market. Compensation, company culture, intelligence from applicants.
Information from this research can be used to develop a positioning strategy that can be applied to the talent brand and employer brand.
Every brand should have a career page on its website because this will reduce recruiting costs. This page should include the following:
Pictures of employees from each function with a short bio and why they chose to work at the brand
Employer Benefits and Perks offered
Authentic Stories on Company Culture
An application that is easy to fill out. i.e greenhouse.io or a form with a file for a cover letter and resume Greenhouse can be linked with LinkedIn
Social Sharing buttons for job postings
Company LinkedIn pages
In addition to sales, product, and content marketing, brands should use their LinkedIn page for talent and employer branding. Some companies’ talent and employer branding strategy are to post jobs on LinkedIn hoping candidates will apply. This is a missed opportunity to sell active and passive candidates on why they should work for your company. Today, candidates have many places they can work.
Things to include in a LinkedIn page
Pictures of employees from each function with a short bio and why they chose to work at the brand
Employer Benefits and Perks offered
Stories on company culture
An application that is easy to fill out. i.e greenhouse.io Indeed, Glassdoor, or a form with a file for a cover letter and resume Greenhouse can be linked with LinkedIn.
Social Sharing buttons for job postings
Creating Engaging Job descriptions
The function head, Marketing, and HR need to collaborate to write job descriptions that convince applicants to apply, similar to copy-writing for commercial offerings.
Creating a Great Candidate Experience
Providing candidates with a great recruiting experience is key. Everything should be transparent to candidates. At the end of the recruiting process, it is important to solicit candidate feedback to refine and hone your recruiting process.
New Hire Onboarding and Reducing Turnover
Make sure new hires feel welcome and are trained properly coordinating with the managers and functional heads of each department because roles had different needs and requirements for success.
Empowering and providing incentives to employees
Encourage employees to share company content and jobs on LinkedIn. Also, encourage employee referrals with incentives for referrals that are hired.
If you are not happy with the amounts of applications post the jobs on LinkedIn and Indeed to widen the applicant pools. Niche site may work as well.
This is how to use Marketing to build a great Talent Brand.
Who is hiring?
I surveyed my audience of Recruiters and Hiring Managers to which roles are they hiring.
Based on the answers Sales is the highest at 50 %.
Specific data on top jobs in demand can be found here.
How have you used marketing to build your talent and employer brand?
I’m a Strategic Marketer with Field Sales, Sales Enablement, Content Creation, and, Classroom Teacher/Trainer skill-sets using Marketing to drive Sales/Growth.
As a Marketer, I’ve worked with Start-Ups, a Political Campaign, and a Digital Marketing Conference.
I’m certified in Inbound Marketing with classes in Marketing, Product Management, Product Marketing, SEO, SEM.
Before teaching, I was an Outside Sales and Marketing Rep. selling and marketing dental products to Dentists using consultative selling, trade show marketing, field marketing, and market research.
I publish Sales, Marketing & Social Media Today a blog covering industry events and trends.
Inbound Marketing, Digital Marketing, Content Marketing, Product Marketing, Demand Generation, Social Media Marketing, Sales Enablement Enablement, Sales Strategy, Marketing Strategy, Employer Branding, Recruitment Marketing.
Open on title, industry, company, location, and level. Reach out on LinkedIn or at dan@dangalante.com to start a conversation.
Brands use Marketing to increase sales, and revenue, and to beat the competition. While this is a great strategy, a brand is only as good as its talent. Yes, brands compete to get and keep customers; but they are also competing to get and keep great talent. For brands to grow, they need great talent in every function of the business.
According to LinkedIn, “the number of global members who changed their jobs on LinkedIn was up 54% year over year. For context, those numbers typically hover between 0 and 5%. “
For brands to be able to attract top talent, they need to be a desired place to work. To be a desired place to work, they need to understand what motivates their employees. While this will vary by industry and company size there are similar things that many employees seek. These include:
1. Feeling valued for their contributions
2. Freedom to do interesting work and solve intriguing problems
3. Fair and competitive compensation including incentive and performance pay, perks, and other employer benefits
4. A fun place to work with activities to bond with co-workers
5. Training and advancement opportunities
6. Work-Life Balance
7. Flexible-working conditions ie work from home, remote work, hybrid work, or onsite for those who want to be in the office.
If these things listed above are in place, brands are on the right track to building a great talented brand provided their product offerings are solid.
Getting employees excited about coming to work each day will increase the talent pool by generating word of mouth. When people have something good they tell their friends.
Beyond the offline word of mouth, Brands need to own their identity online by in-sourcing their online and offline assets. This starts with their websites, digital properties, and the collateral used to sell their offerings. With talent branding and employer branding, brands are selling prospective employees the idea of applying and working for their company. This is similar to marketing their commercial offerings to potential customers.
Brands will need to conduct market research to understand who their competitors are and where they stack up in the talent market. Compensation, company culture, intelligence from applicants.
Information from this research can be used to develop a positioning strategy that can be applied to the talent brand and employer brand.
Every brand should have a career page on its website because this will reduce recruiting costs. This page should include the following:
Pictures of employees from each function with a short bio and why they chose to work at the brand
Employer Benefits and Perks offered
Authentic Stories on Company Culture
An application that is easy to fill out. i.e greenhouse.io or a form with a file for a cover letter and resume Greenhouse can be linked with LinkedIn.
Social Sharing buttons for job postings
Company LinkedIn pages
In addition to sales, product, and content marketing, brands should use their LinkedIn page for talent and employer branding. Some companies’ talent and employer branding strategy are to post jobs on LinkedIn hoping candidates will apply. This is a missed opportunity to sell active and passive candidates on why they should work for your company. Today, candidates have many places they can work.
Things to include in a LinkedIn page
Pictures of employees from each function with a short bio and why they chose to work at the brand
Employer Benefits and Perks offered
Stories on company culture
An application that is easy to fill out. i.e greenhouse.io Indeed, Glassdoor, or a form with a file for a cover letter and resume Greenhouse can be linked with LinkedIn.
Social Sharing buttons for job postings
Creating Engaging Job descriptions
The function head, Marketing, and HR need to collaborate to write job descriptions that convince applicants to apply, similar to copy-writing for commercial offerings.
Creating a Great Candidate Experience
Providing candidates with a great recruiting experience is key. Everything should be transparent to candidates. At the end of the recruiting process, it is important to solicit candidate feedback to refine and hone your recruiting process.
New Hire Onboarding and Reducing Turnover.
Make sure new hires feel welcome and are trained properly coordinating with the managers and functional heads of each department because roles had different needs and requirements for success.
Empowering and providing incentives to employees
Encourage employees to share company content and jobs on LinkedIn. Also, encourage employee referrals with incentives for referrals that are hired.
If you are not happy with the amounts of applications post the jobs on LinkedIn and Indeed to widen the applicant pools. Niche site may work as well.
This is how to use Marketing to build a great Talent Brand.
Who is hiring?
I surveyed my audience of Recruiters and Hiring Managers to which roles are they hiring.
Based on the answers Sales is the highest at 50 %.
Specific data on top jobs in demand can be found here.
How have you used marketing to build your talent and employer brand?
I’m a Strategic Marketer with Field Sales, Sales Enablement, Content Creation, and, Classroom Teacher/Trainer skill-sets using Marketing to drive Sales/Growth.
As a Marketer, I’ve worked with Start-Ups, a Political Campaign, and a Digital Marketing Conference.
I’m certified in Inbound Marketing with classes in Marketing, Product Management, Product Marketing, SEO, SEM.
Before teaching, I was an Outside Sales and Marketing Rep. selling and marketing dental products to Dentists using consultative selling, trade show marketing, field marketing, and market research.
I publish Sales, Marketing & Social Media Today a blog covering industry events and trends.
