Tag: Marketing

Act Like a Recruiter, Think Like a Candidate!

I just saw this blog post title on LinkedIn and was really intrigued because one of the central points I made in a Recruitment Analytics training class recently and it was just that. It is a candidate driven job market right now in the BPO/Call Center industry here in the Philippines.

SO, I was hoping to glean some additional insights that I could blog about. However, it was just a link to a whitepaper. Which of course to get the white paper you have to sign up. And once you do that you get 2 pages and you have to then pay a fee to get the full whitepaper. I absolutely HATE this!

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Im all for finding creative ways to monetize social media and digital marketing. I’m of with paying for something if it seems to be of legitimate value, but when the call to action hides the whole story it is one of the biggest marketing turn offs ever.

I’d love to see some data to back up the lost opportunity here. How many people don’t subscribe because they are turned off as well. And then is that loss made up for in the ones who do hit purchase? For a recruiting white paper? I seriously doubt it.

Call me crazy, but the best way to make money off of people online is to be transparent and upfront with costs.  Because that builds trust, which builds relationships. Going after money right away just builds a transactional relationship that easily slips away.

Back to my original point… we have entered an era of candidate driven recruiting, meaning we have to go to them not wait for them to come to us. We have to make things personal and have to meet them on their turf if we want to be successful.

So find ways to attract candidates that attract candidates to other things. What’s trending? What’s selling? What’s the big item everyone wants for Christmas? Use that to attract attention.

Once you have their attention then think like they think. They have many choices on where to work. What makes your place special? Why should they pick you? Use that to convert their interest into action.

That’s how I do it in my companies. We are always look for the best and the brightest across our consulting, training and outsourcing lines of business.

HR & Recruitment Analytics – The recruitment and retention of top talent is the biggest challenge facing just about every organization. DMAIPH is a leading expert in empowering HR & Recruitment teams with analytics techniques to optimize their talent acquisition and management processes. Contact DMAIPH now at analytics@dmaiph.com or connect with me directly to learn how to get more analytics in your HR & Recruitment process so you can rise to the top in the ever quickening demand for top talent.

Seven Tips For Marketing Graduates

Next week I will be speaking at a couple of different schools about marketing careers. As always I will focus on marketing analytics and how the most successful marketing efforts are data-driven.

With that in mind , here are my Seven Tips:

  1. Align Your Passions – Find ways to do what you love and all the hard or boring stuff will be much easier to deal with. Build on your passion and everything else will follow.
  2. Show Up Every Day – Can’t see it enough. The business needs you, the customers need you and your team mates need you.
  3. Build Your Network – Always be in a networking mindset. Think how this next person can help you achieve something.
  4. Offer Solutions – Come to meeting with some ideas. Take time to write things down. Do your homework.
  5. Tell Stories – Being able to engage a group of people to take action is the single most important skill that no one really teachers marketers.
  6. Always Have Data – Never, ever, ever base your plan on gut. The data is out there, and if its not then you need to create it.
  7. It’s All About Making Money – In the end, marketing is all about increasing revenue. You need to make the company more money with you and your plan then without it. Its really that simple.

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So obviously, there is a whole lot more to it. But each of these tips are things that marketing professionals need to be thinking about every day.

And one more thing… if you don’t already have a network started on LinkedIn, you are already falling behind the pack.

Limiting You Core Values To Just 3

https://www.linkedin.com/pulse/you-have-more-than-3-core-values-think-again-dave-kerpen?trk=tod-home-art-list-small_2

For DMAIPH, I have infused 3 core values into everything we do. They come from having seen companies succeed and seeing companies fail. The ones who succeed have the in common. Here they are:

Partnership

Integrity

Teamwork

For my the core valued of any business starts with the partnerships is has with its industry. For public trainings its all about having a robust network. Being able to get new business, mine existing business, and bringing back old business all comes out of strong partnerships.

Integrity is also super important. Being honest and doing the right thing. Have an identity that makes one thing of likability and trustworthiness. When you have that you take care of your customers, your employees are satisfied and engaged, and you ability to partner gets much easier.

And the third value is teamwork. Teamwork is based on trust. And trust comes from integrity amount partners. Work partnerships, between employer and employee and between each employee with their peers all lead to a more vibrant teamwork.

DMAIPH stands for strong partnerships among analytics providers and consumers, for being know for our rock solid integrity, and for engaged and empowered team we have.

What are your 3 Core Values?

If you cant recite them of the top of your head, then you probably have too many.

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Analytics Leadership – DMAIPH specializes in arming the Data-Driven Leader with the tools and techniques they need to build and empower an analytics centric organization. Analytics leadership requires a mastery of not just analytics skill, but also of nurturing an analytics culture. We have guided thousands of Filipino professionals to become better analytics leaders. Contact DMAIPH now at analytics@dmaiph.com or connect with me directly to discuss a uniquely tailored strategy to ensure you are the top of your game when it comes to Analytics Leadership.

 

All I Need To Know About Someone Is What Was The Last Book They Read

I’m not sure where I picked that concept up from, it’s probably a variation of a famous quote whose author escapes me. But for me there is a lot of truth to the statement. When you find out the last book someone read you can tell a lot about them. When you get them talking about it you can gain incredible insight into who they are and what motivates them.

In my case I picked up a book at the airport for my flight and to help me get into trainer mode. The book I picked up was Decisive, a business management and leadership book by the Heath brothers. It was on the top of a lot of 2013 lists and I had heard of it before. Once I started reading it, I quickly saw some key points I could roll into my next analytics training class.

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Here are some of the key points:

> Most decision are made in an instant and are often just a choice between two options.
> Although helpful, Pro and Con lists are limited in their effectiveness.
> Most business decisions, when looked at a few years later, were failures.

In the book the Decisive, the authors list four tips to help make better decisions:

1. Widen Your Options by eliminating factors that put artificial limits on our choices.

2. Reality-Test Your Assumptions by taking them out of our head and into the real world.

3. Attain Distance Before Deciding, which means don’t rush and gain other perspective.

4. Prepare to be wrong, the willingness to take risks is a challenge for all of us.

Its a great read, pick it up.

HR & Recruitment Analytics – The recruitment and retention of top talent is the biggest challenge facing just about every organization. DMAIPH is a leading expert in empowering HR & Recruitment teams with analytics techniques to optimize their talent acquisition and management processes. Contact DMAIPH now at analytics@dmaiph.com or connect with me directly to learn how to get more analytics in your HR & Recruitment process so you can rise to the top in the ever quickening demand for top talent.

Analyzing Social Media Campaigns

I have been working on a project for six week now and have enough data to do some analysis. The campaign is a social media one where a client asked me to help connect her company with more potential clients. Given budget and time constraints, my suggestion was to use LinkedIn to market her services to a wide audience of potential referrers, partners and clients.

I’m using a methodology I learned a while back with Wells Fargo>
1. Plan
2. Execute
3. Measure
4. Analyze
5. Optimize

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The client came back with some goals, which at the time seemed reasonable. Connect with 50 potential clients a week, of which we should be able to convert 3 or so to active leads. This was going to be a 10 hour a week commitment on my part.

So I built a LinkedIn ID and started networking. I created a new one as opposed to using my existing one as I didn’t want to confuse my connections to think I was now working for a different company. I didn’t have a lot of predicting if evidence that this strategy, our goals or the process were sound… they just made sense.

After six weeks I can see where we have misfired in a couple of places. Early on it became clear that getting connected with actual people who would be clients would be a challenge because (1) they are in a different industry than most of my natural connections and (2) there is not a high % of these people on LinkedIn. So I focused more on referrals early on and it got some good buzz going but no hot leads.

Two weeks in I started switching connecting with more existing businesses who do similar things so the we could look for partnerships. This actually lead to a lot of discussion among some LinkedIn groups and several email conversations, but again no real deals in the works.

The past two weeks I have now switched tactics again to hone in on potential clients. After four weeks of building up my network, I have a number of practitioners who might be clients, but I am finding our offer a hard sell. What we offer is not something that is an easy sell by any means and trying to drum up business via an e-mail to a new connection on LinkedIn in akin to needle hunting in hay stacks.

So with two weeks left in the campaign, I am going to modify my tactics again to mainly revisit old leads and trying to re-engage ones that didn’t go hot right away but still have potential.

In the end I will have half of what I promised I would deliver… 200 new connections who know about the company and our product and have the potential to refer, partner or buy. But the other half of the goal… 24 new hot leads that ideally would lead to a few buyers still looks elusive.

Any thoughts or suggestions?