Tag Archives: advertising

How to Stay Up to Date in an Industry That Changes Daily

By: Sandy Schest

May 14, 2013

How to Stay Up to Date in an Industry That Changes Daily

When I first started at Bayard over a year ago, I was hired as a member of the digital team.  I had a hand in every account that had any sort of digital aspect, managed online ad campaigns and assisted in developing social media pages, landing pages and microsites.  Being just a year out of college, I constantly struggled with a routine to stay up to date on all of the digital changes and trends in the industry.  After a while, I developed a little system so that I could stay knowledgeable on the products and industry I represented.

  • Read Up

I spend an hour or two everyday reading relevant blogs and forums.  To be considered an expert in my industry, I need to stay up to date on what’s going on.  The digital world changes on a daily basis and to keep up with the changing trends, I need to invest a good part of my time into researching the changing industry.  I have a set list of sites I visit every day, not including the random articles I come across from numerous sources.

  • Stay Connected

When I was in college, I checked my Facebook account multiple times a day. Now that I have a career, I find myself checking LinkedIn multiple times a day.  Not only do I check out my connections, I browse different companies and influencers.  There are influential CEOs and business people that post articles to LinkedIn on a daily basis and the content they add is fascinating.  When I find myself reading more than one article written by the same person, I follow them on LinkedIn as well as Twitter.  If I really like the article, I will tweet about it and tag them in my post.    Because I am in the advertising industry, I have a lot of agency related companies and people that I follow, as well as numerous groups on LinkedIn that I belong to.  Because of this, I have multiple sources that I can visit for trending information.

  • Get Social

In my opinion, Twitter is the most effective way to communicate via social media.  Overall, Facebook may be more popular, but there is so much other information weighing a viewer down.  On Twitter, you search your feed, click on relevant or interesting links and then read the article.  You can go on Facebook with the intention of checking recent posts and messages only to end up on your friend’s- cousin’s- college roommate’s- brother’s profile 2 hours later having never checked those messages.  Twitter does a great job of sticking to its intended purpose- an effective communication platform.  While anyone can become distracted from one article to the next, I think Twitter does a good job of keeping people interested enough to stick to the feed for long periods of time.

I joined this industry, not just for the distinction of working at an agency, but also because I wanted to work in a constantly changing environment.  Learning something new every day, whether it is about my clients or the industry, keeps my position exciting and new.  After all, they say if you find something you love, you will never work a day in your life.


Glassdoor-Employer Center Rollout

By: Sandy Schest

Tuesday April 9, 2013

Glassdoor-Employer Center Rollout

Glassdoor is a career community that allows potential candidates to get an inside look at jobs and companies.  The information is generated by users for reviews and salaries, while employers are able to control the “overview” tab of their company profile.  Anonymous salaries, company reviews and interview questions are posted by current employees, job seekers and sometimes the companies themselves.

At the end of March, Glassdoor rolled out a new, self-service tool that allows employers to edit their profile and view performance metrics on the backend, rather than wait for Glassdoor reps to make profile changes or send them monthly reports.

Here are some of the new features that employers can take advantage of with the Free Employer Account (a resource available to all employers):

  • Updating of company profile-e.g., website address, HQ location, company info etc.
  • Editing and updating of company descriptions and mission statement
  • Responding to company reviews- negative and positive
  • Updating of awards, accolades and photos
  • Requesting competitor list on Glassdoor

Here are some of the features that employers can take advantage of with the Free Employer Center:

  • View profile metrics- clicks and impressions
  • View demographics about your candidate pool
    • Age
    • Gender
    • Education
    • Years of Experience
    • View top job titles amongst those viewing your client’s profile on Glassdoor
    • View top locations amongst those viewing your client’s profile on Glassdoor

The Employer Center is available directly from a company’s profile page on Glassdoor and can be viewed at anytime, anywhere.  This new Employer Center offers a 360-degree view into the workplace and allows employers to get involved in the conversations happening on Glassdoor and gain better insights into their company’s talent brand.  If you’d like more information on Glassdoor, please contact me at sandys@bayardad.com or check it out at http://www.glassdoor.com/employers/.





The Importance of a Strong Talent Brand

By: Sandy Schest

Monday April 1, 2013

Talent Brand

“Without Talent, there is no Brand.”- LinkedIn

Last week, I attended a conference in Denver, CO put on by LinkedIn that focused on Talent Acquisition for organizations seeking to build a better talent brand around the talent they employ.  They asked the question, “What differentiates your employees’ experience from that of an employee at a similar company?”

Talent Brand is a social, public perception of your company that incorporates how your talent (past or present) experiences, views, and feels about your organization as a place to work.  Companies with strong talent brands, such as Google or Facebook, typically don’t have trouble hiring for positions in their organization.  It has been shown that companies with a strong talent brand save, on average, over 50% per hire because the organization has a strong Talent Brand Engagement, which allows them to ‘organically’ draw candidates to their company.  Companies with strong engagement have followers who are interested in the organization; they research and follow the company on social media, they apply for jobs and they connect with the brand.

Until recently, companies had great influence about how the work experience at their organization was portrayed – because they were able to tell their story directly to talent, without online social networks telling it for them.  Now, with the continued progression of popular social media sites- Facebook, Twitter, LinkedIn and Glassdoor- talent brand has become a two-way street.  For an organization to help evenly weigh the scale of talent perception, they have to adopt these social tools and participate in the conversation. They have to tell their story, too because let’s face it- social media is here to stay.

Here are 5 steps to socialize your talent brand in a positive way.

  1. Relevance- you have to put your company on the map.  Not all brands can be the Starbucks of coffee of or the Apple of technology.  Take the time to create an interesting Facebook page and Twitter account.  Follow similar companies and brand yourself as a top employer in your industry.
  2. Consistence- make it a priority to update your social media.  Nothing is more frustrating than following a company who only updates their pages a couple times a month.
  3. Credible- make sure that your message doesn’t contradict with what people know to be true.  If your company has some negative public perceptions, address them and move on.  Once you’ve cleared the air, communicate and promote the positives; company match 401K, take your pet to work days, community outreach, monthly company lunch, etc.
  4. Inspirational- give your potential candidates something to be inspired by!  Whether it’s photos from your company’s annual food drive or offering college reimbursement.
  5. Unique- Like Warren Miller once said, “You are a unique person, just like everyone else!”  All companies are going to try to make themselves seem unique.  Stand out from the crowd; don’t be afraid to portray your company in a way that is nontraditional or different.  Candidates are so used to seeing the same thing over and over; give them something so that they remember your brand.

When branding your company’s talent, start with the “Why” and end with the “What”.  Move your message from what or how you do it to why you do it.  All employers should see talent branding as a vital aspect to improving their recruitment outcomes. Regardless of the industry or size of the organization, every company can use the influence of a strong talent brand and social media is now one of the best platforms which enable companies to tell their “brand” story.

Does your social strategy answer ‘What’s in it for me?’

CheckNChewShort from Tyler DeAngelo on Vimeo.

“Social media is like teen sex. Everyone wants to do it. No one actually knows how,” Avinash Kaushik

There is some truth to what Avinash Kaushik said, but there are simple ways to garner success in social media marketing. Social media has been the hot topic in advertising over the last few years, because everyone wants to know how to use it effectively. Knowing how to use social media successfully is as simple as placing yourself in the shoes of your target audience.

The notion that having a page on Facebook means that people want to engage with your brand goes against the reason social media exists. Social media is inherently in itself social. Social media is conversations, community and self-expression. The brands that understand this idea have answered the question ‘What’s in it for me?’

The easiest way to answer the question ‘What’s in it for me?’ is to offer a reward. A restaurant wanted people to check in on Foursquare, so they offered a simple reward system: check in on Foursquare to receive a gumball. The concept of getting rewarded for something so simple has proved successful for their business.

You may think that someone would want to interact with your brand through social media, but that doesn’t mean they will. Answering ‘What’s in it for me?’ is the only way to have a shot at success, because this is the same question your target audience will be asking themselves before they click like on Facebook, reply to your Tweets or check into your business on Foursquare. This simple question can make or break a campaign.

There are countless examples of failed attempts at trying to make social media work for brands, but there are also triumphs that come from nothing. Many companies are finding success with different strategies, but it all stems back to the same question. Knowing why someone would want to interact with you on social media helps set the stage for an engaged community that is willing to listen to your message.