Tag Archives: twitter

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.

 

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.