by Miriam Hara | Jul 27, 2015 | Advertising, Business Success, Communications, Latest, Management
Recently, I blogged about 7 things I absolutely need in a new hire. As those responsible for hiring, we all know the things we absolutely need in a new hire and we look for them, first in the cover letter and résumé, later in the interview and the portfolio. Closer to actually hiring, we might call their personal references and nowadays, we might check out Social Media, particularly LinkedIn. All good so far. But how much are we really learning about that person? Don’t forget the quirky questions to find the quirky side of a candidate. Ask outside the box interview questions. Probe deeper.
… ‘quirky’ bears thinking about. It’s not just about being able to do the job.
A person’s intangible assets are not easy to evaluate. Most people are a little nervous in interviews. Their cover letter, résumé and portfolio are always (or should be, but that’s a subject for another blog) a best-foot-forward approach. But what is the person really like? Things you might think completely unrelated —although they’re really not — to the job they can do for you. I like to know this stuff.
[inlinetweet prefix=”” tweeter=”” suffix=”#NewHireWishList”]… it’s not just about being able to do the job. It’s about their approach to life, because a person’s approach to life is mirrored in their approach to their job[/inlinetweet].
I don’t just want to find out if the person can do the job, I want to find out how they’ll respond when asked something unexpected. How seriously do they take themselves; are they able to think on their feet? How imaginative and creative are they? [inlinetweet prefix=”” tweeter=”” suffix=”#NewHireWishList”]Sometimes, particularly in creative environments, a quirky approach makes things interesting.[/inlinetweet]
7 quirky outside-the-box interview question examples:
1. Who is your favourite Disney character and why?
2. Which celebrity has the best hair? Why do you like it?
3. What’s your favourite movie and why?
4. What’s your favourite quote?
5. Which dessert do you most relate to?
6. If you were a wine, how would you be described?
7. Where’s your favourite place in the world? Have you ever been there?
Asking questions that are outside of the box can be refreshing for candidates and enlightening for you.
What’s your secret to uncovering what lies inside a candidate? What questions do you ask to find out if they’ll fit your culture? What quirky questions do you pop into a conversation, or do you? [inlinetweet prefix=”” tweeter=”” suffix=”#SharedWisdom #NewHireWishList#3HListAddict”]What’s the quirkiest thing you’ve heard from a candidate?[/inlinetweet] Send us your quirky listicle. #SharedWisdom #NewHireWishList #3HListAddict
by Jayne Christopher Bintle | Jul 24, 2015 | Business Success, Communications, Latest, Social Media
Publicity is all around us; now more than ever. Our eyes and ears are constantly fed information from all angles – we love it – we hate it – we crave it! We create new channels, we seek out more information, more detail – we want to know EVERYTHING about the celebrities we admire and even the ones we don’t! We get to do what we only dreamt of in the past – actually interact with our favourite celebrities, through the likes of Twitter and Facebook; gaining insights into their daily lives; even what they had for breakfast! The relationship goes both ways; if a celebrity takes the time to put the effort in and actually write their own blogs, tweets and posts, they have the opportunity to build more intimate relationships with their fan base – that all important, long-lasting emotional engagement, which to us marketers is the Holy Grail!
What about if the relationship turns sour?
Although publicity can be very rewarding for both parties; taking celebrity beyond superficiality – what about if the relationship turns sour? Like any other human, celebrities make mistakes – they speak (or post) before they think sometimes, forgetting for a second how much responsibility rests on their shoulders or how deeply people will think about what they say, no matter how insignificant it may have seemed to the celebrity at the time.
I am using celebrities as an example, but the same principle goes for businesses and any other public entity. Like any relationship, it’s the way you deal with ‘bad publicity’ that can make or break your relationship with your stakeholders.
PR is all powerful, now more than ever
Public opinion is everything – opinions are shared and reviews are readily available for any product or service that you may wish to purchase. Anyone with a public profile needs to be conscious of this and place this fact at the core of their communications strategies, if their career and / or business is to survive.
I was once asked (in a panicked tone of voice) to arrange for the removal of a scathing post about the organization I was working for at the time. It was posted to Facebook by the spouse of a disgruntled member of staff. There were some significant contractual changes taking place within the organization; some tough decisions were being made to ensure its long-term survival and it’s safe to say, many of the changes were not well received. My response: 1. We cannot remove this, even if we wanted to; 2. Even if we could, people have now seen this post and responded to it. Therefore, if it was removed, we would not only be coming across as opaque, rather than transparent, but we would be perpetuating the ‘them and us’ culture we were working so hard to move away from. In short, it would be entirely counterproductive. The best way to deal with this, was to minimize the damage by pushing out positive content through all channels and ensure that we had an appropriate response to the negative post, should the press pick up on it and request comment.
In this example, the negative publicity wasn’t damaging to the organization – it had been fuelled by emotion, rather than fact and this had been immediately evident to anyone who read it. However, the manner in which the organization responded could have done so much damage, particularly to the already strained relationship with employees. As it turned out, the ‘positive publicity push’ response, raised awareness of the organization and the whole situation went on to support the justification for a full digital and social media strategy for the organization (who had been previously ‘dragging their feet’). Great!
The statement, ‘All publicity is good publicity’, is much too general
Gaining positive results from negative publicity is dependent on so many factors:
- How ‘business critical’ the negative publicity was
- How visible it was
- Who said it (how influential they are)
- How you responded
- How timely you were in your response
- How visible it was
- Who demonstrated support for you / your business – how influential your supporters are.
So, [inlinetweet prefix=”” tweeter=”” suffix=”#SharedWisdom”]’Is ALL publicity GOOD publicity?’ – Not necessarily. Like any relationship, it should be handled with care. [/inlinetweet] And the short answer – it’s complicated!
by Miriam Hara | Jul 22, 2015 | Advertising, Communications, Latest, Social Media
Origin of the word: List + (art)icle.
Are listicles worthy of advertising? It’s a question that needs to be asked simply because they resonate so well with people and that’s what we want for our advertising messages. We want them to resonate? We want them to promote action, but we also want them to be high quality content. Do listicles fit the bill?
Listicles are everywhere: in print, on the Internet, they show up in news feeds, although some argue they’re ‘masquerading’ as journalism. If you see an article headed: ‘The 10 Best …’ or ‘The 5 Most’ … it’s a listicle. The 10 Best Behinds in Hollywood, The 5 Best Orange Veggies For Radiant Skin, 22 Reasons Your Ex-Mother-in-Law Still Hates You: we all know listicles. Most of us have read a few, maybe shared a few. Buzzfeed.com, land of listicles, offers some truly bizarre ones. This morning’s was: 13 Photos of Terrifying Shark Eggs! I didn’t read it; wasn’t sure I could handle seeing an egg with the power to terrify me so early in the day. But is this form of content creation credible. Is it serious?
Easy to digest, light on cerebral calories
Webster’s defines a listicle (yes, the word has made it to the dictionary, online at least) as “an article structured in the from of a list, typically having some additional content relating to each item.” [inlinetweet prefix=”” tweeter=”” suffix=”#3HListAddict”]Listicles are like popsicles for the soul: guilt-free treats. Colourful, easy to digest, available in a variety of flavours, light on cerebral calories and consumed with no effort. [/inlinetweet]Mostly, they’re just plain fun. You get sucked in because you’ve been wanting to lose weight and the canny listicle language got you: “10 easy ways to lose that last 10 pounds”. The point is, though, it got to you.
My newspaper, a relatively conservative one, also seems to be big on listicles lately. In the last few months, I’ve seen:
- 3 ways to benefit now from historically low interest rates.
- How to shake a dynasty in 10 easy steps: the Alberta election and why it all went wrong for the Progressive Conservatives.
- 10 ways to make people really like you at work
We’re busy. We like reading short, snappy bites that make their point quickly
The jury is probably going to be out forever on listicles, particularly in the realm of journalism. [inlinetweet prefix=”” tweeter=”” suffix=”#3HListAddict”]But we love lists and listicles are essentially expanded lists. We’re busy. We like reading short, snappy bites that make their point quickly.[/inlinetweet] (Think bullet points: there’s a reason we use them. They deliver key points quickly and succinctly.)
The venerable New Yorker sums up our attraction to listicles perfectly: “The article-as-numbered-list has several features that make it inherently captivating: the headline catches our eye in a stream of content; it positions its subject within a preexisting category and classification system … it spatially organizes the information; and it promises a story that’s finite, whose length has been qualified up front. Together, these create an easy reading experience, in which the heavy mental lifting of conceptualization, categorization, and analysis is completed well in advance of actual consumption …”
Hmm! That sounds a lot like advertising’s job. So do listicles have a role to play in advertising? Some say they do!
Listicles are “a great tool to reach consumers”
From an Advertising Age guest post: “… news syndication company Mobiles Republic showed that consumers are “news snacking.” The study showed that while new consumption is increasing, consumers are checking the news for a shorter amount of time. They’re hungry for news but “snack” throughout the day. Listicles can help feed their appetite. It appears listicles are here to stay and advertisers should take note. They’re a great tool to reach consumers.” Why?
I’m summarizing the author here, but I’ve linked to the entire article farther below:
Listicles …
- Are social in nature and easily shared.
- Engage consumers, typically with something that resonates.
- Can reach the right consumer at the right time with the right message
- Allow advertisers to be creative.
- Can work across platforms.
Listicles are here to stay, and advertisers should take note
Chances are, now you’re thinking about them, you’ll see listicles in places you hadn’t noticed them before. Or at least, you’ll recognize them as such. What’s your take? Listicles have a place in advertising?
[inlinetweet prefix=”” tweeter=”” suffix=””]Send me the best listicle or listicle ad you’ve seen this month. #3HListAddict[/inlinetweet]
A few more lively listicle commentaries:
From Forbes:
Five reasons why millenials love listicles
From The New York Times:
In defense of the listicle
From the Smithsonian:
Listicles that went viral long before there was an Internet
by Miriam Hara | Jul 20, 2015 | Advertising, Agency, Creative, Latest, Management
To understand why I need what I need in a new hire, you have to understand the business. [inlinetweet prefix=””Do what you love.” – Steve Jobs” tweeter=”” suffix=”#NewHireWishList #SharedWisdom”]The advertising business isn’t just a job, it’s a way of life.[/inlinetweet] Take it from me, it’s like no other business in the world. It’s not a tap you turn on and off. You don’t (in fact, you can’t) turn on at 8:30 a.m. and turn off at 4:30 p.m., particularly if you’re leading a team. I think people who are really good at what they do (in any industry) are always thinking about what they do: how they can do it better; how they can do it differently for better results; how they can streamline the process to get where they’re going more effectively and yes, get there faster. They’re always thinking about “ideas” and marketing and advertising is all about ideas.
A platitude that’s a bit overused maybe, but there’s still plenty of truth in it: “Work smarter, not harder”
Work smarter, not harder: I want people who really believe that. You’ve seen the posters. But there’s plenty of truth in those four little words.
I never know what will spark the idea, or when it will come, I just trust, from experience, that it will come. I want that characteristic in a new hire.
It’s a Saturday morning, my business hat is off. It’s summer, I might be having a coffee on a patio, at the farmer’s market, anywhere; but I’m probably thinking about a new client, a client presentation, or an idea for a new campaign. It’s the middle of the week, I could be in an airport, a cab, at a restaurant, or just taking a walk down by the lake with my husband after dinner. Maybe I’m in the middle of a presentation for clients, totally focused and an idea pops up, completely unrelated to what I’m doing. Everywhere I am, anything can spark an idea. This might sound like I never stop working and in a way, I don’t.
It’s partly the business and partly me. [inlinetweet prefix=”” tweeter=”” suffix=”-Miriam Hara, CCO, 3H #ExceedBeyond #SharedWisdom”]I’m still excited about what I do, even after 27 years.[/inlinetweet] I still get up in the morning passionate about our projects. It’s not that I’m always consciously thinking about work, it’s that I can’t help not thinking about it. I want people around me like that.
The business is not just me – I rely on my team. Most of them have been with 3H a long time. All of them have passion. And I want people with passion. I need them:
7 THINGS I ABSOLUTELY NEED IN A NEW CREATIVE HIRE
- Passion for the industry and the creative process.
- The desire to win!
- Willingness to learn and the ability to wear many hats.
- Someone who adds value to the process, who is flexible and won’t freeze when things go wrong, because in our business, like in life, something always does!
- Someone who isn’t afraid of ‘working without a net’; meaning that it’s okay if they don’t know the total background and details of a job, they run with the things and know it will work it out and they’ll eventually catch on. Being okay with not knowing is really important!
- Someone who is thick skinned and doesn’t take things too personally.
- No overblown egos. Confidence is what I want and it’s not the same thing. Egos make life difficult for everyone else. Strangely, it’s the kind of business where ego doesn’t belong, although we don’t think of the advertising and marketing business that way. Ego is insignificant to clients — it would be troublesome. They hire you because they already know you’re good at what you do.
There’s a number 8, but the heading says 7 so I’ll just say that for number 8 a sense of humour is hugely important. I want someone who finds things funny, can see humour where it’s sometimes hard to see it. There’s more to hiring the right person. Things that maybe you don’t often think about when you’re hiring; quirky characteristics that can enrich company culture on a day to day basis. (I’ll talk about them in an upcoming blog.)
It’s such an important aspect of business, finding the right people because it affects so many aspects of the business.
Send me your thoughts on what you look for in a new hire. #NewHireWishList #SharedWisdom #ExceedBeyond
by Joyce Turner-Gionet | Jul 17, 2015 | Business Success, Latest, Management
Your company’s struggling financially and you’re going to have to lay off staff. How you do it is important. In Canada, there are labour laws (Canada Labour Code) that employers must follow during a layoff. This blog isn’t about laws, it’s about love.
In most layoffs, if we’re honest, a little deadwood leaves; employees who perennially didn’t pull their weight despite being coached and encouraged, perhaps even warned, multiple times. But we lose valuable assets too, people who practice business love. These are smart, capable, motivated employees who cheerfully showed up each day willing to go that extra mile to get a job done. I’ll call them business lovers.
“It’s never a good moment, but it’s a better moment when done with love”
6,500 Canadians lost their jobs last month, according to Stats Canada. When I read that stat in the paper, I thought about the 6,500 conversations it involved. How many of those termination conversations were politely informal, cold and loveless? It got me thinking about the way people are laid off. I thought about talks I’d had with friends recently. Over the past year, a few of them, all business lovers, have been laid off. All were long-time employees, all valuable contributing team players at different companies. Each of them had a slightly different experience. I thought of my own experience. The #1 takeaway from my conversations: “It’s never a good moment, but it’s a better moment when done with love.” It’s better at the time and strange as it seems, better when that ex-employee looks back and there was a compassionate, human face on the experience.
[inlinetweet prefix=”” tweeter=”” suffix=”#DoitwithLove #ExceedBeyond”]In our society, jobs still define us. We are what we do.[/inlinetweet]
What’s the number one question people ask each other at dinners or parties when they meet for the first time: “What do you do?” When you take the ‘what I do’ away from someone, especially when it comes out of the blue, it’s a shocking experience for them. They think (although in the moment it’s probably never framed quite so coherently): “[sinking feeling in stomach] that’s what I did [panic], what do I do now [more panic]?” Dismissal from work ranks high on the famous Holmes and Rahe Stress Scale, a report from the late 1960s, still valid today, which studied the top 43 most stressful life events that can contribute to illness.
Business owners, managers, HR: If it’s part of your job description to hire, fire and also lay off in troubled times, you need to own it. If you haven’t had any formal training in letting people go, try to get some. It can be emotional on both sides; yours and the employee you have to let go. Wear your big girl or big boy pants and take the time, be respectful, show the love. Sure, it can get a little tricky, but it’s a lot trickier for the employee whose entire life changes dramatically in the 15 seconds it takes you to say: “We have to lay you off.”
Understand the impact you’re going to have on a person’s life in those few seconds. In planning for the layoff, while preparing documentation, take a moment to ask yourself: “If I were to be laid off, how would I want it to be done?” Think about the tone of the conversation you will have. Here’s my take:
- Make sure the location you choose is a place where the conversation cannot be overheard, a place that also allows that person freedom of emotion. It’s an emotional time.
- Don’t simply show up at an employee’s desk with the proverbial pink slip, HR package and a rehearsed HR spiel. Make your words heartfelt and personal.
- Especially in the case of a business lover, that person did nothing wrong, they’re a victim of financial circumstances. Focus on that. Tell them they were valued and appreciated. Emphasize and reiterate.
- Expect anger or grief, or even a complete absence of both, everyone’s emotional makeup is different.
- Don’t get try to get the conversation over as quickly as possible.
- Give them a chance to speak, an opportunity to let out emotions and ask questions about anything they want to ask.
- Let them know they can contact you if there’s something they’ve forgotten to ask.
- Follow up! If you’ve promised a reference letter or the services of a placement firm to help them transition to a new job or learn a new skill set, provide the letter and the firm’s contact information the same day. If you can’t do it the same day, do it in the week immediately following. Don’t wait for the ex-employee to be forced to follow-up with you.
- Give them an opportunity to say goodbye to their colleagues, if they wish. Many people never go back to their place of employment after a layoff, so this allows for a little closure. The hugs, handshakes and the “I can’t believe this is happening and I’m really going to miss you” comments from colleagues (and yes, even the tears) are surprisingly comforting to many people who have just been laid off.
- Speak to the people who are still there. There’s nothing like losing your colleague in a layoff to start the rumour mill: Am I gonna be next?
And finally … DON’T show the cheese video!
Who Moved My Cheese? is an allegorical video about reinventing yourself. It’s often shown to employees who are going to be laid off. Two little mice — Sniff and Scurry — and two tiny humans — Hem and Haw — live in a maze. For years, they’ve relied on a seemingly never-ending pile of cheese. The pile dwindles, until one day it’s gone. The characters’ names give you a good idea of what they do next … it’s time for all four to get motivated and find a new cheese pile. If you’re going to show that cheesy video, make sure you explain why you’re showing it, otherwise you cause panic in the minds of the watchers. You provoke tense conversations later around the water cooler or in the kitchen or during after-hours phone calls, texts and emails between employees: “What is the company saying to us?” “What do you think that movie meant?” “Are we going to lose our jobs?” “Do they see us as mice?
Who moved my Cheese? The Movie by Dr. Spencer Johnson
Yes, it is a lousy job laying someone of; nobody wants to do it, but somebody’s gotta do it. If you’re the one who draws the short straw by virtue of your position, make sure you do it right. [inlinetweet prefix=”Food for thought” tweeter=”” suffix=”#DoitwithLove #ExceedBeyond”]Forced to lay off employees: do it with love.[/inlinetweet]
Been laid off? Was it done with love, let me know? [inlinetweet prefix=”We love lists” tweeter=”” suffix=”#DoitwithLove #ListChallenge #ExceedBeyond”]Have additional ideas for the ‘How to do it with love’ list?[/inlinetweet] Send them to me. #DoitwithLove
A unique approach to laying people off:
Is it possible to lay people off nicely. One company’s quest to blend rejection and kindness
by Miriam Hara | Jul 15, 2015 | Advertising, Latest, Social Media
I hate to break the news to you, but the social media channel is media; as such, it is a channel that is increasingly necessitating the use of advertising. Advertising is alive and well … and the social media channel can be thanked for that!
Advertising, or successfully advertising, is about reach and frequency. Of course, it’s about creative and messaging too. But if you don’t have reach or frequency, well, it’s like winking in the dark. Your message won’t be heard, let alone seen. Reaching your target audience, casting a wider net, etc., is what advertising “promises” and how and what it delivers. Ultimately, the very definition of advertising is the act or practice of calling public attention to one’s product, service, or need; using paid announcements in newspapers and magazines, over radio or television, on billboards, and yes, digital properties.
Those saying that advertising is going the way of the Dodo bird, well, they might be in for a surprise – they may just look outside and see a Dodo walking around in their backyard!
It’s not hard to make the leap to understanding why the social media channel is, or should be, considered as advertising. Understood, the aspect of “paid” is inherent in advertising. However, I would challenge this type of thinking. Paid for distributing a message, or paid in terms of creating the message, still makes it advertising. Content marketing has developed as a core tactic because of the social media channel, and content, no matter how “grassroots” or professional it is developed, is still advertising. You only have to look at Facebook. The different formats of social media advertising available to brands is quite varied. You can build your brand page — that in itself is a form of advertising — where your target audience can choose to follow you, come and see what your brand is up to on a daily basis, if you desire. You can “boost” your brand post, for a nominal fee of course. You can create display advertising, targeted to your niche, which I feel is pretty “conventional” thinking. Suffice to say, all this what I term as social media advertising.
The social media channel with all its diverse properties was made for advertising.
Or did the reverse occur? Advertising has evolved the social media channel into an advertising channel, simply because of its potential and ability to reach niches and masses alike. The creative aspects of creating the messaging based on the media channel will vary, of course. But then again, they always have! You wouldn’t create a magazine ad and place it on an out-of-home billboard? (Although, I have seen that, unfortunately). Advertising, done well, delivers the appropriate type of creative for the channel. Advertising on the social media channel is no different. Posting on your business blog is advertising, isn’t it? It establishes your business as a leader, as an expert. It garners relationships and spreads the word about your business. Advertising has never been about one-way relationships. The essence of advertising is about awareness and provoking an action: “Hey look at me! I’m here. Come see me. Get to know me”. It has transcended the relationship between product and customer, brand and consumers, business and client from pure physicality to one of connectivity and viewership.
[inlinetweet prefix=”” tweeter=”” suffix=”#SharedWisdom #ExceedBeyond”]What are your thoughts on the role social media plays in advertising?[/inlinetweet]
