Finding the balance between “edgy” and “on-point” can be a tricky tightrope to walk. You watch in wonder as the goofy commercials from Old Spice become viral hits on YouTube, and can only sit back and contemplate if a similar strategy would work for your company. But for every successful venture into the land of bizarre advertising, there are a hundred examples of spacey videos, confounding print ads, and even re-brands that have left company loyals confused and consumers scratching their heads.
As always in our industry, we need to think of the customer first. Old Spice is deodorant that goes under the armpit so you smell nice. Medical instruments and baby formulas have an entirely separate consumer base—weird shouldn’t be part of your vocabulary. In order to be different, make sure your customers are hip enough to “get it”. Even if you do decide to take a plunge in to the odd, make sure
you still convey your message. Advertising that doesn’t make a point is just… well, weird.
Above all, challenge the conventional with a fresh approach that doesn’t sacrifice your integrity, offend the masses, or lose track of your message. You’ll be surprised at the results.
Signing off for now,
Social media remains an amazing resource for companies seeking to attract quality candidates—without spending large sums of money. The “popcorn message” nature of Twitter allows businesses to present relevant information while skipping everything non-essential. However, it’s still up to you to make your tweets count. Here are a few tips to help you along.
Cover the essentials: Job title, responsibilities, location, and qualifications.
Answer direct messages: It’s impossible to explain the full scope of a job in 140 characters. Many job seekers root out further information by writing direct messages, that can in turn help you connect with potential hires.
Tweetup. Mix up your job posting by hosting hiring events, advertised in part by your Twitter account.
Join networks. If your “followers” list is a little slim, get the word out by joining job-specific networking groups. Your messages will be re-tweeted and you’ll get more impressions per post.
Don’t spam. If you post more than once or twice in day, you’ll be running the risk of annoying your base. Just like the length of your messages, keep things slim.
In once-in-a-lifetime economic downturns like this one, lay-offs are an unpleasant reality many businesses must face. As budgets dwindle, saying goodbye to valuable employees is often a double blow: on the one hand, you’re losing a valuable source of labor, and on the other, your remaining workforce will react negatively to seeing their co-workers let go—translating into a loss of morale and work. If you’re faced with the necessity of lay-offs, here are few tips to mitigate damage and keep employee morale up.
Go in with a strategy. Plan out communications in advance—before you effect layoffs—that reaches your employee base. Your messaging should explain not only why these layoffs were necessary, but also illustrates a plan of action that your company will take to grow and prosper. Present these changes as an important part of growth, not a sign that your business is failing.
Conduct one-on-one listening. Even in the wake of personalized meetings, ensure that middle managers are available and prepared to answer the inevitable questions your employees will have.
Give it time. If yours is a smaller organization, avoid increasing workload or taking on large projects right away. One fear employees may have is that their daily responsibilities will compound multi-fold—address these concerns right away and start building a stronger, more successful company.
Signing off for now,
In tough economic times, becoming complacent doesn’t pay. With a larger applicant pools, it’s possible for HR departments to tap into greater wells of talent: a double-edged sword. On the one hand, finding the best of the best becomes more of a reality. On the other, the sheer mass of applications to wade through to get into that position takes time—and as you know, that means money.
Of course, the strategy that maximizes your time is recruitment advertising. The tactics you use should aim not for the quantity of applicants, but the quality. Tailor your media—articles and web postings—with language that challenges an applicant as much as invite their resume. If you’re looking for extremely qualified applicants, don’t be afraid to ask for that up front.
Agencies like us exist to maximize the dollars you spend in recruitment initiatives with results that improve the functioning of your organization. We welcome all questions!
Signing off for now,