Posted by . In topics: Advertising · Management · Your Business

Synopsis: Advertising does wonders for more than just sending customers your way. It also impacts how you recruit and retain talent. We discuss how.

Your advertising is driving new customers through your doors today. That’s great! But what if it could do more? A lot more?

Human talent is one of the most critical assets for businesses of all sizes. They’re usually one of the top costs on your income statement and when they’re doing a great job, your business usually thrives. When they’re not, you may be losing customers faster than any advertising can bring new ones in. In short, having the best people you can afford is a mission-critical business strategy.

What does this have to do with advertising? Everything!

When you advertise, your impressions are reaching potential customers. They’re also reaching a lot of people who aren’t going to buy for you for one reason or another. At least today. But these impressions are still doing something important.  They’re increasing awareness and/or changing minds about your business! And here’s where the “talent” issue comes into play…

The “Recruitment” Benefits Of Advertising

The most talented people in every business type and at every skill level are probably already working for somebody today. They’re a vastly superior pool of talent compared to those looking for jobs online all day! Many businesses employ professional recruiters today to find these employees and talk them into switching – usually at a much higher salary. These “headhunters” are most prevalent in higher-end talent searches. These services are costly (6-20% of starting salary) and are often unavailable for less-skilled positions. Read more »

Posted by . In topics: Advertising · Radio

Anyone who posts job openings knows the problem.  We get hundreds of resumes and the vast quantity of them have absolutely no qualification for the job.  Many who tell us that they do in their cover letters are later revealed to only be qualified for fiction writing (or worse).  And many of those that make it to the interview make you wish you’d never given them a shot.  And far too often, we actually need to hire some of these people anyway to keep the business running!

So what’s the problem?

The people you’d like to be interviewing already have jobs and most of these aren’t looking at help-wanted boards.  According to LinkedIn, 75% of the people reading job postings are unemployed.  And since we now have a 5% unemployment level, the unemployed (i.e. your job applicants) are probably the least likely folks you’d ever want to hire.  Of course there are people who’ve recently moved, or picked the wrong job for them back when times were tougher, but it’s fair to say that the folks answering your job postings probably aren’t a competitor’s best employees.

And those are exactly the people you’d love to hire.  But how?  Head hunters can cost 6-20% of the position’s salary – if there are headhunters for that position at all. You can, and should, directly reach out to these people if you know who they are.  But what if you don’t?  How do you get the word out?

Have you considered other ways to get the message out?  The message that you’re hiring, the message that you have a great work culture, salary, or benefits?  Read on if you’d like to know how.
Read more »


Posted by . In topics: Your Business

Synopsis: With a growing talent gap in many industries, it’s not easy for business owners to find qualified employees. Below, we’ve offered some strategies to help you find that qualified candidate.

With an unemployment rate in the 5% range, its becoming tougher and tougher to find the right employee. In some fields, it feels downright impossible.

In a recent study by hiring firm Manpower Group, they found that in 2014, 33% of jobs offered by firms went unfilled due to the lack of skill development required to perform the duty from candidates. That’s up sharply from 2013’s numbers which came in at 24%.

And the last thing you want to do is hire the wrong employee, especially if you’re a new or independent business, since it will cost you money. According to a Career Builder survey, 40% of employers said the wrong hire cost them $25,000. And 25% of the owners polled said it cost $50,000. That’s money you can’t afford to lose.

So with the increasing talent gap, how do you manage to fill that specialized position you need to help your business grow? It’s not always as simple as 1, 2, 3. But look at these possible solutions to your hiring woes.

Temporarily Fill That Gap

Think of other ways to fill that role, until you find a more permanent solution. Do you have a retired friend or former employee that could handle the duties for the short-term? Have you thought about a virtual employee or maybe hiring a contractor to perform the work? Both offer short-term experience, without the long-term cost. And they can serve your needs, until you find a candidate that has the right requirements to fill the position.

Train Your Current Employees

An important aspect of turning your company from a new business into a steady, consistent one is ensuring your employees have the talent to grow within the organization. This will help you retain and benefit from their expertise in the future. But it takes time, so make sure to plan in advance.

Target People Who Already Have Jobs

The ideal employee is one that can contribute rapidly and significantly.  These people know the business and customer, have the requisite hard skills, as well the soft skills and attitudes that make them valuable.  With the exception of recent transplants and major family changes, why would any of them NOT have a job?


This is not to say that all of these stars love their current position, compensation, company, or boss.  Many would gladly entertain an upgrade in any of these areas.  The problem for you is that research tells us that these people aren’t looking for changes on job boards or announcing their discontent on LinkedIn or resume sites.

To get their attention, you need to reach out to them.  This can be expensive (via headhunting or your valuable time), and is challenged by the fact that its often hard to find/indentify candidates in the first place.  So why not try what marketers do every day to find and influence new customers?  Advertise.

Recruitment advertising can range from simply saying that you’re hiring and a great place to work to employee testimonials and specific messages about your culture, specific positions, etc.  And when you’re advertising the strengths of your firm, as these ads should, they have an important additional benefit of raising the awareness and improving the esteem of your company among potential consumers!

It can truly be a win/win.  And when you consider the full cost of recruiting and making bad hires as many businesses do these days, you may find that advertising for your recruiting needs has very strong ROI for your business.



Posted by . In topics: Your Business

Synopsis: You find bad managers in every office, but what happens if you’re causing some of the problems? It could stifle your growth. Keep a watch out for these bad management traits.

Stress is a double edged sword. It can often bring out the best in us. It can also lead us to act and react to situations in unusual ways. When your business is experiencing rapid growth, stress will show. It just depends on how well you’re prepared and how well you communicate with your employees, to define whether you thrive under the pressure.

And you must handle this appropriately, as your employees will be looking towards you for leadership. If you don’t handle that stress, then you will likely take the angst and anxiety out on them. That will lead to a terrible work experience for them, and only hurt your business in the long run.

But even if you struggle handling the stress, if you become an effective manager, then many of the problems will go away. With a thousand questions from employees and customers, your management practices will be put to the ultimate test as you attempt to satisfy an ever-increasing workload. It’s during these times, that the evil head of bad management practices begin to show. So when you’re in the middle of a growth spurt, keep your eye out on these practices of bad managers. If you start to show these traits, look to change them immediately, for the sake of your business:

  • Talking Bad About Employees: Do you constantly find yourself complaining about your employees? Are you complaining to other employees? Well you shouldn’t be. If you find yourself constantly adding little jabs as a person walks out of the conference room, start to check yourself, and figure out if the problem is them or you. If it’s them, then fix it. If it’s you, then shut your mouth. Read more »

Posted by . In topics: Your Business

Synopsis: After Google’s Larry Page’s announcement that he suffers from vocal chord paralysis, questions of management styles have arisen. How do you manage your company? Have you ever tried it any other way? We discuss.

Google CEO Larry Page has trouble speaking at times. For years, people questioned if something was wrong as analysts found his tone not quite right during reporting calls. Two days ago, he clarified the situation for everyone, writing on Google+ that he suffers from vocal cord paralysis likely brought on by a virus damage from a cold. This has brought along a national conversation about how to lead while sick or suffering from an illness.

In the post, Page writes:

“And giving long monologues is more tedious for me and probably the audience.  But overall over the last year there has been some improvement with people telling me they think I sound better.  Vocal cord nerve issues can also affect your breathing, so my ability to exercise at peak aerobic capacity is somewhat reduced.  That said, my friends still think I have way more stamina than them when we go kitesurfing!  And Sergey says I’m probably a better CEO because I choose my words more carefully.”

While it’s hard to say whether or not he’s better, it does bring up questions about management styles. Has his improved because of the inability to talk? Would that work for you? Read more »


Posted by . In topics: Startup

Synopsis: When it comes to startups, people seem really concerned about matching what past companies have done. Does it matter? And what should you care about in order to transition your company into a thriving business?

It’s a question that we would all love an answer to: What makes the ideal startup experience? What factors drive the most success? What will guarantee that your business makes it into Series B, C or beyond funding?

There’s no clear cut formula. After all, if there was, there’d be far fewer business ideas failing to make it off the ground level. So what can you do to make sure your company stands above the rest? How can you position your organization, internally, so it has a chance to pull in the next multi-million dollar funding round?

While there’s no formula, certain factors do seem to weigh more heavily in the startups that turn into long-term businesses compared to those that flicker before closing. And these factors vary, depending on the size of company you’re trying to build, the industry you work in and the talent you need. What, then, are some of the major points that matter the most when you’re looking to grow your organization past that first hurdle, and transition into the larger successes that you dream about?

Here are 7 factors related to where and how you set up your business, to ensure you have the best chance to transition from a still growing company into one that lasts: Read more »


Posted by . In topics: Advertising

Synopsis: If you happen to be a fan of Arrested Development, they have launched a fake menu on Seamless. How can your company mimic the style of this unique promotion without the name recognition?

Yesterday, as I was sitting down to order food online, I went to Seamless.com. Like usual, it popped up a number of options for restaurants in the area that I could choose to order from. But there was a new option I had never seen before from Bluth’s Original Frozen Banana.

For those who are fans of the sitcom Arrested Development, then you would immediately recognize the name of the restaurant as the banana stand that the show’s patriarch first built to grow his shaky empire. And as Netflix begins to air new episodes this summer, the company has used an all-out media blitz to remind fans of its return. Somehow the company was able to post a fake menu for the banana stand on Seamless.

It was interesting use of a platform that doesn’t usually offer advertising space. And you can get an original frozen banana for $10, of course the minimum order was $250,000. So it was clearly all for fun. But the way Arrest Development promoters were able to integrate the fake menu seamlessly (no pun intended) is what really made the spot work.

Having a unique advertising campaign can do wonders for your brand. But it’s not easy to come up with something that will connect with consumers, especially at a price that most businesses can afford. So how can you create spots for radio, online or wherever that offer this perfect intersection of promotion? Read more »


Posted by . In topics: Your Business

Synopsis: Sometimes, in order to learn, you must watch others. Authors of The Ascending Leader Diane Egbers and Karen Schenck discuss traits important in any growing leader through one such example: The new head basketball coach at University of Southern California.

Andy Enfield went from a $157,000 salary at FGCU to $1,000,000 and a much bigger job at University of Southern California as the team’s head basketball coach. What do the two jobs have in common? Interestingly, very little! (In case you missed March Madness 2013, Enfield’s team at Florida Gulf Coast University stunned the basketball world by taking a 15 seed team into the Sweet 16 for the first time ever.)

The top basketball programs in the country all have three things in common, more stress, an increased number of relationships to manage and higher expectations. So, what will it take for Enfield to succeed? Look for ways in how he will need to manage his new location to how you manage your company on an everyday basis.

First, it requires Enfield as a leader and coach to be a quick learner and to remain centered and focused on his team in the face of more financial resources, a larger coaching staff, stress to perform, and an infinite number of distractions. In order to remain focused at the task at hand, Enfield will also need to lead from his own values and internal set of priorities. Managing himself will be his first challenge. How do you manage yourself and your expectations? Make sure they reflect your values.  Read more »


Posted by . In topics: Advertising

Synopsis: Targeting has become all the rage in advertising. And it’s an important step to take, but make sure you’re not targeting too closely. We discuss how you’re limiting yourself, if you do.

If there’s one buzzword that stands above all others in advertising, it has to be ‘targeting.’ It’s everywhere. No matter where you turn, whether discussing online, television or radio, it’s all about how you target, which will inevitably bring success and riches your way. And don’t get me wrong, it’s vital for your advertising campaign to use targeting techniques. But can you set too small of a target, when running an ad campaign?

It’s not a surprise that targeting has become such a popular word. After all, we can now locate our potential customers better than ever before, as the ability to manipulate and read large swaths of consumer data has grown astronomically over the past couple of years. But we’ve become so focused on reaching the few customers we already know about, that we lose sight of those that don’t fit within our usual customer base. And these people can make the difference between a successful company and one that struggles month-to-month.

There’s a number of other reasons why you shouldn’t focus all your advertising efforts on only your targets, especially if your only targets are your customers. Here’s why: Read more »