by Jennifer Hart Yim | Nov 8, 2016 | Blog, Logistics, Supply Chain, Talent
An upcoming webinar series will help your business improve its ability to attract, hire and retain top supply chain talent.
This guest post comes from SCM Talent Group, a national supply chain recruiting and executive search firm.
The supply chain discipline has been experiencing a talent shortage that many experts in the field are predicting will only get worse, before it gets better. Baby boomers are retiring rapidly, while the number of qualified candidates coming up through the ranks aren’t enough to close the gap. While macro-level solutions have been implemented, such as the expansion of university supply chain programs, it will most likely take years before any significant progress is made.
A new webinar series, presented by SCM Talent Group, is centered around the talent aspects of the supply chain discipline. The purpose of this series is to provide low-cost, high-impact solutions and advice that employers, hiring managers, and HR partners can implement in efforts to improve their abilities in attracting, hiring, and retaining top supply chain talent.
The first webinar, “Strategies for Sourcing & Recruiting Top Supply Chain Talent,” will take place on November 10th from 2 p.m. – 3 p.m. EST. Participants will learn how to optimize their supply chain recruiting program and processes around industry best practices and discover creative sources and strategies for attracting and hiring candidates for their supply chain job openings.
Future webinars will take place regularly, and cover various aspects of supply chain talent acquisition and talent development, such as:
- Create an Employee Referral Program that Drives Results
- How to Craft Job Descriptions that Attract Top Supply Chain Talent
- Top Employer Branding and Candidate Attraction Strategies
- How to Develop a Winning Supply Chain Leadership Development Program
Rodney Apple, founder and president of SCM Talent Group who also serves as the career coach for APICS, will lead these solution-oriented webinars, which will occasionally feature guest speakers.
Through his almost two-decade career in both corporate and executive search environments, Apple has experienced an assortment of supply chain talent acquisition and talent development programs. He will provide informative best practices with the goal of helping employers overcome hiring challenges created by the supply chain talent gap.
To register for this upcoming webinar, sign up here. To stay informed on SCM Talent Group’s upcoming webinars, sign up to receive regular updates.
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by Jennifer Hart Yim | Oct 24, 2016 | Blog, Strategy, Supply Chain, Talent
Millennials have a reputation for being lazy and feeling entitled — but what if we got it all wrong?
This guest post comes to us from Argentus Supply Chain Recruiting, a boutique recruitment firm specializing in Supply Chain Management and Procurement.
For the past few years, there’s been a glut of articles about the millennial generation in the workforce. These articles originally focused on how millennials’ perceived laziness and entitlement kept them from securing long-term employment. Coincidentally (or maybe not) these articles first started popping up around 2009-2010, when the great recession made for the toughest jobs climate in decades, especially for young people trying to find their first good jobs out of university — a difficult task for most grads even in a boom economy. Over time (as the economy improved and millennials’ ranks in the workforce began to swell), these millennial-focused articles shifted to discussions of what makes millennials “difficult” to work with. There are a few negative stereotypes that tended to come out of this analysis:
- Millennials ask for raises and promotions constantly.
- Millennials hop around from job to job with little loyalty to their employers.
- Millennials always want to take more vacation time than their superiors.
Of course these stereotypes (like most stereotypes) don’t actually hold up to scrutiny. And in the past couple years it seems as if the business press has finally caught on to the fact that millennials are fitting in and thriving in working culture. Now, companies recognize that this generation offers unique advantages to employers. Millennial-focused analysis has shifted to talking about millennials’ good qualities, including being creative, highly proficient with technology, and excellent multi-taskers.
What millennials aren’t doing
What it comes down to is that companies are now fighting over millennial talent. They’re trying to do all they can to get the star performers to the table. On this topic, we read an interesting piece in the Toronto Star recently — just the latest in the long history of millennial thinkpieces — that bats down one of the nastiest stereotypes about millennial workers. It discusses how new research shows that millennials actually take less vacation than other employees, and tries to tease out the implications of how a seemingly-more “casual” working environment can lead to a chained-to-your-desk working culture.
Interesting stuff.
The article, titled “Millennials Can’t Afford to Keep Skipping Vacation,” discusses the phenomenon of millennial “work martyrs” — people who are afraid to take time off, even if that time off is paid vacation mandated by employment contracts. It cites research from the non-profit U.S. Travel Association that millennials take much, much less time off than stereotypes would dictate. (We should mention that, over the past 15 years, the use of paid vacation days has fallen off a cliff among a lot of different age groups). At Argentus, we try to stay abreast of whatever’s happening in the world of work, so it’s interesting to us think through issues like this.
So what are the implications of this trend?
The article echoes a lot of anxieties about 21st-century white-collar working culture more generally: that in our hyper-connected world, employees are expected to be always working, even when they’re not in the office. Companies reward people based on time commitment rather than productivity. Vacation time might be generously apportioned, or even unlimited, but workers don’t necessarily feel like they can take vacation. The Star article cites an interesting case: in 2015, Kickstarter began offering unlimited paid vacation, but the result was that actual time off taken went down. It appears that workers, especially millennials who are often working more junior, more precarious jobs, won’t take time off unless you tell them to.
Whether this plays out in every company, anxieties about these changes in the workplace are real: They illustrate the importance of work/life balance, which, despite being a buzzword, is also a real concept that pays dividends for employers. Employees who take vacations are not only happier, they’re more productive.
The solution? Maybe companies should start enforcing paid time off instead of rewarding workers who adopt a “work martyr” mentality.
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by Fronetics | Oct 13, 2016 | Blog, Content Marketing, Marketing, Social Media
Here’s a summary of what’s been happening on all of your favorite social media platforms lately.
Social media platforms change so frequently, it’s often hard to keep up. But, since social media is a crucial part of any effective content marketing strategy, it’s important to know what tools are available to your business and how you might gain value from using them.
That being said, we’ll be regularly summarizing any updates, changes, additions, or otherwise noteworthy goings-on in the social media world in this space. Feel free to send me an email if you want more information about any of these tools or if you’d like to see us cover something new in social media that we haven’t.
Facebook combats fake stories in Trending Topics
After letting its news curation staff go this summer, Facebook is working to find a solution to combat sensational news stories from creeping into its Trending news section, now run completely by algorithms. The company announced that it will implement a technology similar to that used by the news feed feature. Read more
Longer tweets come to Twitter
As of September 19, Twitter has changed the kind of content that counts toward the 140-character limit in tweets. Media attachments, quote tweets, and @names in replies no longer count toward the limit. Read more
Snapchat becomes Snap Inc., launches video sunglasses
In September, Snapchat launched a new line of business, video-enabled sunglasses (called Spectacles), and rebranded with a new corporate name, Snap Inc. CEO Evan Spiegel said in a blog post that the rebranding reflects the company’s diversification. Read more
Facebook launches Messenger Day to Poland, and it looks a lot like Snapchat
Facebook Messenger users in Poland, where Snapchat is not yet popular, can now share illustrated photos and videos that disappear within 24 hours. The platform says it often tests new features before rolling them out to other markets, but it is not yet clear if or when Messenger Day will come to the U.S. Read more
Twitter rolls out Moments to all members
Moments are a collection of tweets that focus on the same subject. Previously available only to specific partners, all members are now able to use this feature. Read more
Facebook enhances Canvas’ capabilities for brand advertising
New metrics, templates, and upcoming features like 360 videos are all ways Facebook is expanding the advertising feature’s utility for all businesses. Read more. Relatedly, brands can now create custom audiences based on users who have viewed their Canvas ads on Facebook. Read more
Pinterest launches Promote button
Brands can now promote their pins when creating it or when viewing it on their profiles with the new Promote button. Read more
Vimeo rolls out Vimeo Business
Video streaming platform Vimeo officially announced its business-focused membership option, Vimeo Business. The subscription includes unlimited bandwidth, analytics tools, and lead-generation mechanisms. Read more
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by Fronetics | Sep 22, 2016 | Blog, Content Marketing, Logistics, Marketing, Supply Chain
Companies in the supply chain and logistics industries should take note of these 19 content marketing trends.
Joe Pulizzi of the Content Marketing Institute recently revealed his predictions for the biggest trends in content marketing for 2017. As the leader of CMI, Pulizzi dedicates much of his time discussing where content marketing is heading with enterprise marketers around the world.
Since 88% of B2B marketers use content marketing as a part of their marketing programs, you’ll likely see some of these trends and issues arising among your competitors, your clients, and, ideally, your company in the near future. As you start to strategize for next year and beyond, be sure to consider these ideas in your supply chain marketing plans.
Creation of a real content marketing strategy
We can’t say it enough: Organizations that have a documented content marketing strategy are more likely to be successful than those that don’t. You would never operate a business without 1) creating a strategy, 2) documenting it, 3) following the strategy, and you should feel the same way about your marketing plan. Here are a few resources to get you started:
Native advertising
Native advertising is a paid, content-based promotion delivered in stream, within the same format as the channel the reader (or viewer) is using. Think of sponsored updates on LinkedIn, which look just like regular posts, or when a radio DJ promotes a product within the regular broadcast. I’ll be writing more about native advertising in the coming months and how the supply chain might use this opportunity as part of their content marketing efforts.
Influencer marketing
Forbes describes influencer marketing as, “A nonpromotional approach to marketing in which brands focus their efforts on opinion leaders, as opposed to direct target market touchpoints.” Basically, highly visible people become brand advocates by employing your products or services in their everyday lives. There are earned influencers, influential people who use your product regularly because they like it. And there are paid influencers, who receive compensation for using certain brands. More to come on this topic as well.
Purpose-driven marketing
Companies can appeal to a target audience by promoting their shared interest in a worthy cause through content. Examples from the supply chain include these six companies that are doing well by doing good.
Video and Visual
Video is not just for funny cats and cover artists anymore — it’s the most popular form of content being consumed online. Smart marketers are developing a visual storytelling strategy that offers consistent delivery of valuable content. Consider how your business might utilize features like Facebook Live or channels like YouTube.
Snapchat
Yes — Snapchat. Before you roll your eyes, check out this convincing article, Why Snapchat Will Be Great for B2B Companies, by Gary Vaynerchuk of Vayner Media. Keep your eyes on this social media platform in the coming year.
Facebook
One thing about Facebook you can count on is that it will always be evolving and adding features to keep up with user preferences. Also, Pulizzi is convinced businesses can do better when it comes to promoting content on this platform. Companies should keep a close eye on what’s to come with Facebook in the near future and how organizations are using it to distribute content and generate leads.
Teams and workflow
Take a good look at content production in your organization. Do blog posts go unedited? Are projects frequently late? Is your team clear about who needs to approve what? A strategic, consistent way to track and complete content-based projects can help streamline production and improve efficiency — not to mention quality.
Content strategy (pipes and process)
Developing a strategy that helps your organization scale its content-production efforts, re-purpose existing content across multiple channels, and properly leverage user experience and technology is key to content marketing success.
Mobile
Google announced in May 2015 that the number of searches on mobile devices has now surpassed those conducted on desktops in the U.S. And we know that reality isn’t limited to personal internet use. Evidence suggests B2B buyers are increasingly using mobile devices to do research, make inquiries, and purchase products. If your website and marketing emails aren’t mobile-friendly, your company is missing out the significant share of customers who demand mobile-optimized content. Try these tips:
Content technology
The marketing software market is expected to grow to more than $32.3 billion by 2018. The number of options companies have is almost blinding. Count on content technology to continue to demand a lot of attention — and, potentially, financial resources — in the next few years.
Writing
Josh Bernoff’s recent article in the Harvard Business Review hits the nail on the head: Bad Writing is Destroying Your Company’s Productivity. In a vast sea of crappy content, superior writing and storytelling can make your business stand out, win customer’s trust, and earn new business. Here are some resources:
Integration with sales
Integrating your sales and marketing teams is one of the most impactful ways to leverage content to gain new customers. For example, merging one of our clients’ sales and marketing databases to improve team communications played an important role in helping the company increase new business by 30%.
ROI and measurement
Making a business case for content marketing is one of the top priorities for the majority of B2B marketers year after year. Check out these resources:
Email and marketing automation
Marketing automation can expand your content’s impact, improve conversion rates, generate leads, and drive repeat purchases. Additionally, it can remove cumbersome manual tasks from your content workflow, freeing up your resources to add value to other, more meaningful tasks. Pulizzi says an expert recently revealed to him that companies are utilizing approximately only 10% of the functionality behind marketing automation — meaning, there’s much room for improvement in this area.
Content distribution and promotion
Even the best, most valuable content is worthless if it fails to reach your target audience. Companies are now focusing on the strategic distribution of their content assets to ensure their success.
Executive buy-in
Earning C-suite support for content marketing is a challenge for many marketers in the supply chain and logistics industries. See “ROI and measurement” above for some resources to support your efforts to win executive buy-in.
Global integration
Organizations and their supply chains continue to become more complex and global in scale. This can put a strain on communication, processes, meeting customer needs and expectations, etc. Content marketing strategies should account for the challenges of global operations.
Construction of a media organization
Pay attention to the recent flux of organizations purchasing media companies or properties to become media enterprises. Microsoft’s purchase of LinkedIn comes to mind, as well as Arrow Electronics’ acquisition of a number of technical and media properties from UBM.
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by Fronetics | Aug 3, 2016 | Blog, Content Marketing, Marketing
Here are some guidelines on what content marketing might cost your business and why you need each element to be successful.
Content marketing can be a game-changing strategy for companies looking to increase brand awareness, improve lead-generation efforts, and grow their business. But sticker shock can prevent some from pulling the trigger — especially when an organization is unsure how to measure ROI.
Content marketing will require an investment in services that are not cheap (writing, design, social media management, etc.) or a major time commitment from your own human resources. That being said, the more dollars or resources you throw at it will not necessarily ensure greater success.
To find the right pricing for your content marketing, it’s important to understand what you are paying for. Here are some guidelines for how much content marketing should cost (if you’re doing it right).
A pricing breakdown
The right content, published at the right time, reaches buyers who are looking for products or services like yours and informs them about your business. That, in turn, entices them to become customers.
Here’s the rub: You cannot just throw any old content out there and expect it to work. Here is what you need:
1) A data-driven inbound marketing strategy
This initially may cost around $20k. That sounds like a lot, but here’s why it is so important.
Research proves that content marketing is drastically more effective when it is 1) backed by a strategy, 2) the strategy is documented, and 3) a designated person is leading the strategy. Whether created by an in-house team or an outsource partner, your strategy should be driven by data, and should include these vital components:
- Buyer personas and journey: Who your potential customer is and what steps they take to research, evaluate, and decide to buy
- Content mapping and demand generation: What topics appeal to your customers? How and when should you deliver content? What channels reach customers best?
- Conversion and scoring leads: How to optimize lead-conversion rates and evaluate leads throughout the buyer journey; identifying optimal timing for sales calls
- Goals and KPIs: Define what success looks like and how to measure progress
2) Content marketing talent
Human resources may cost $5K-$10K per month. You need a team of skilled writers, graphic designers, and social media managers who can produce quality content, on a regular basis, and distribute it effectively.
Why can’t you just have the intern do it and save some cash, you ask? When it comes to content, you get what you pay for. Consider that 27 million pieces of content are shared every day. That means consumers can afford to be picky about the media they consume. If they find your content lacking in quality, substance, or appearance, they simply won’t read it. You might as well not have written it.
For your content to be effective — meaning your content attracts your target audience and drives profitable customer action — it must stand out, really stand out, among the masses. For that, you need a professional hand.
3) Lead management, marketing software and analytics
This may cost about $10k per month. It includes marketing automation software, like HubSpot, as well as a skilled manager(s) to provide insight and reports on content performance. This way your organization can effectively track leads, evaluate what is working, and adjust your strategy as necessary to ensure optimal performance.
Return on investment
If you’re still uncomfortable with these numbers, keep these in mind: Content marketing costs 62% less than traditional marketing and generates about 3 times as many leads.
Content marketing is valuable in growing any business. But remember that getting your return really does require making that investment.
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