August Benefits News and Posts

13 Books: HR Summer Reading List 2023

From HR Exchange network / by Francesca Di Megio

For the second time, HR Exchange Network is sharing its summer reading list. There is no scientific method to these suggestions. Instead, they are the result of searches of bestsellers in specific areas like leadership, titles written by members of this community, and my preferences. One title was repeatedly suggested by ChatGPT. The purpose is to further thought-provoking conversation about workplace transformation and the role of Human Resources in today's world.

ChatGPT's Pick: Crucial Conversations: Tools for Talking When Stakes Are High

By Kerry Patterson, Joseph Grenny, Ron McMillan, Al Switzler, and Emily Gregory

In this pick from ChatGPT, readers get advice on how to have difficult conversations to improve relationships and solve problems. This is a bestselling book that was updated in 2021 to address more recent communication challenges, and it features information on how to have these kinds of discussions in various digital mediums.

Editor’s Picks:

Remote Not Distant

By Gustavo Razzetti

Razzetti is a guru of workplace culture, and he has studied how Amazon, Slack, GitLab, Volvo, Microsoft and other organizations function. In this book, he argues that companies that fail to adapt to remote and hybrid work will suffer irrelevancy in the future of work. Also, he shares ways to reset the culture, collaborate in hybrid workplaces, and connect with remote workers.

Think Again: The Power of Knowing What You Don’t Know

By Adam Grant

This book is about finding the will to be wrong once in a while. Grant, who is an organizational psychologist, questions how people have moved toward these silos that mirror their own opinions rather than being challenged. As a result, they are living in a world that is not quite set in reality. His goal with this book is to get people to think more like scientists seeking truth.

The No Club: Putting a Stop to Women’s Dead-End Work

By Linda Babcock, Brenda Peyser, Lise Vesterlund, and Laurie Weingart

This book has two purposes. First, it provides women with guidance on how to control their schedules, so they stop doing work that does not contribute to climbing the career ladder. Second, it provides research that proves women are burdened with workplace tasks that take time away from the tasks that matter and could help them win leadership roles. The whole premise of this book came from the women in it and their own experiences with never-ending to-do lists that were thrust upon them and made it impossible to focus on growing their careers.

Talent Tectonics: Navigating Global Work Shifts, Building Resilient Organizations, and Reimagining the Employee Experience

By Steven T. Hunt

Hunt wrote this book in response to accelerated change, advanced technology, shifting demographics, and the need to adapt. In these pages, readers will find advice on how to improve the employee experience to ensure organizations maintain a competitive edge during this transformative time in history.

Hunt was a guest during an HR Exchange Network webinar with Limeade.

Embrace the Power of You: Owning Your Identity at Work

By Tricia Montalvo Timm

Tricia Montalvo Timm had hidden her Latina identity from youth when she changed her name to get more auditions as a child actor. Then, she moved into the business world as an adult, and continued to gloss over her heritage and keep the fact that she was a mom out of her professional life. When she finally brought her authentic self to work, she says her career soared. This book explores her personal story and how truly belonging to an organization requires true authenticity.

Life 3.0 Being Human in the Age of Artificial Intelligence

By Max Tegmark

The promo for this book suggests it is about the most important conversation of the times. It may very well be. Indeed, this book is about how to take advantage of AI’s benefits without leaving humans feeling a lack of purpose and anxiety about livelihood. Although the book is a few years old now, it is even more relevant today.

Leaders Eat Last

By Simon Sinek

Through the art of storytelling, Sinek demonstrates how leaders can build trust. He describes how in the military junior staff eat first and the leaders eat last. This is evidence that they will put their own comfort – even their life – on the line for their team. In a less heavy way, leaders in business can do the same to create a positive workplace culture and forge bonds among team members, according to the book.

They Did What? Unbelievable Tales from the Workplace

By Cornelia Gamlem and Barbara Mitchell

This is the guilty pleasure on the list because HR professionals will relate well to the anecdotes of people misbehaving on the job. Gamlem and Mitchell, who are contributors to HR Exchange Network, created a fictitious company to share stories based on real life about some of the more unbelievable encounters they and their friends in HR have had. As a behind-the-scenes look at HR promises to leave readers stunned.

Gamlem and Mitchell are contributors to HR Exchange Network, and they participated in a recent conversation about women at work.

The Ride of a Lifetime: Lessons Learned from 15 Years as CEO of the Walt Disney Company

By Robert Iger

In this autobiography, Iger shares some of the more profound moments of his first tenure as head of the Walt Disney Company. Leadership training is the top learning and development priority for HR professionals, according to the latest State of HR report. Therefore, this book makes the list for its insight into what it takes to run a mammoth corporation. Here’s to hoping that he updates the book after this second tenure at the helm of Disney.

The Culture Code: The Secrets of Highly Successful Groups

By Daniel Coyle

At a time when HR is transforming the workplace, a guide on how to shift culture is vital. This book promises to deliver three key aspects of creating a winning culture. By observing successful organizations, like U.S. Navy SEALS Team Six, IDEO, and the San Antonio Spurs, Coyle provides rich examples of how to foster cohesion and bonds that help people pursue a common goal with a little bit of magic.

The Future Normal: How We Will Live, Work, and Thrive in the Next Decade

By Rohit Bhargava, Henry Coultinho-Mason

The authors of this book have spent many years studying the latest inventions to help readers understand what is coming next. In this book, they look at the advances that are going to change the way we work and live. Consider this homework to prepare for the future, so HR professionals help their organizations – and themselves – to remain relevant.

Why Managers Prevail: The 5 Essential Leadership Skills for Creating a Culture of Belonging that Drives Performance and Loyalty within Your Organization

By John and Katie McCann

The mantra has always been that people leave managers and not companies. In fact, in the description of this book on Amazon, readers learn that more than 80% of people say they would quit their jobs over bad bosses. Thus, this book becomes vitally important at a time when many industries are facing a labor shortage caused by long-term demographic shifts. Read this one to understand how to help managers find their way to help with both recruitment and retention.

BONUS BOOK: Leading Inclusion: Drive Change Your Employees Can See and Feel

By Gena Cox

This is an instructional manual on deploying an effective diversity, equity, inclusion, and belonging strategy. HR Exchange Network added this bonus book because of its necessity in this moment during which DEIB is under attack. Cox sees diversity and inclusion as a leadership competency requiring training and understanding. Through this lens, she is suggesting that providing that sense of belonging to employees is vital to a leader's success. Without it, Cox believes their achievements will be undermined and they risk failure.

Todd BellistriJuly 11, 2023August Benefits

Why not start off this selling season leading into the holidays on the right foot? One way to do that is to finally give some thinking to smart marketing. We don’t need to be the ones to tell you it’s very competitive out there (but we will), what with tons of start ups and side hustles all over the landscape. By developing a legit marketing program you are giving yourself a true foot up on the competition. So read on, you’ll see that its not as daunting as you think and the upside is well worth it.

FROM FORBES / BY DOMINIQUE HARROCH

In today's digital landscape the right approach to small business marketing combines advanced technology, data-driven insights, and effective digital platforms. Here’s a comprehensive guide to small business marketing to companies navigate the current marketing trends and tools that can drive business success.

Key marketing tools for small businesses

Following is a summary of 11 key marketing tools that small and growing businesses should consider when leveraging owned, earned and paid media:

1. An optimized small business website

A high-performing website is crucial for marketing today. An optimized site increases your page rank on Google and other search engines, and in today's world, fewer than 1% of searches go to the second page of a search. Key elements of an effective small business site include:

Memorable domain name: Choose a name that reflects your business and is easy to recall.
User-friendly design: Ensure your site is visually appealing and intuitive. Sites should have a clear structure, intuitive navigation and information that is easy to access.
Search engine optimization (SEO): Implement SEO best practices to rank higher in search engine results.
Mobile optimization: Since over 55% of global web traffic comes from mobile devices, you’ll want to ensure your site is mobile-friendly.
Valuable content: Regularly update your site with engaging content like blogs and articles that address your audience's interests and needs.
Fast loading times: Optimize page speeds to improve user experience and SEO rankings.
Secure hosting: Use reputable hosting services to protect your site’s data and performance.

Additionally, integrating tools like Google Analytics (now called GA4) and Google Search Console (GSC) can provide valuable insights into your site's performance and user behavior.

2. Paid search engine marketing (SEM)

Paid search engine marketing, in which you pay if a keyword is clicked on that drives traffic to your website, remains a powerful tool for driving targeted traffic. Platforms like Google Ads and Bing Ads allow you to:

Bid on keywords: Use tools like Google keyword planner to select high-value keywords relevant to your business.
Control costs: Set daily and monthly budgets, and adjust bids based on performance.
Analyze performance: Track key metrics to assess and refine your campaigns.

3. Paid listings and display ads

Paid listings on platforms like Yelp, Facebook, and Pinterest can boost visibility. Use Google’s Display Network to target ads based on user interests and behavior. This approach allows you to:

Choose ad formats: Use banners, text ads, or video ads to capture attention.
Track return on investment (ROI): Monitor clicks and conversions to measure effectiveness. Track your costs, record and monitor revenue, and record all expenses. Make sure to measure lead generation numbers, customer acquisition, and sales metrics as valuable insights into your marketing effectiveness.
Testing: By experimenting with different ad copy, targeting options, and formats, businesses can identify what resonates most with their audience, refine their strategies, and ultimately improve click-through rates and conversions. This can include A/B testing, target audience variations, ad copy variations, call-to-action (CTA) testing or visual elements where you test different images or videos to determine which visual elements attract more attention and engagement.

4. Content marketing

Content marketing remains a cornerstone of effective digital strategies. Key tactics include:

Blogging: Regularly post optimized content to drive organic traffic. Nine out of ten marketers use blogs as part of their content strategy.
Guest posting: Publish articles on popular platforms such as Medium and AllBusiness.com to enhance your reach and SEO. Strive to create “evergreen” articles, which are designed to remain relevant and valuable over a long period of time, regardless of current events or trends. Unlike timely articles that focus on current news or trends, evergreen content addresses topics that have enduring interest and utility.
Video content: In 2023, individuals spent an average of 17 hours a week watching videos online. Utilize platforms like YouTube and TikTok to engage your audience.
Content platforms: Leverage content recommendation platforms like Outbrain to expand your content’s reach.

5. Social media marketing

Social media is a powerful tool for engaging with your audience. Focus on platforms such as:

Facebook: Effective for broad audience reach and targeted ads.
Instagram: Ideal for visual content and influencer partnerships.
LinkedIn: Best for B2B marketing and professional networking.
TikTok: Useful for viral video content and younger demographics.

With over 5 billion global social media users and growing, effective social media marketing can significantly enhance your brand’s visibility and engagement. To be effective, you must regularly post interesting content to obtain and keep followers.

6. Influencer marketing

Influencer marketing involves collaborating with individuals who have a significant and engaged following on social media platforms like Facebook, TikTok and Instagram to promote products or services. These influencers, who can range from celebrities to niche content creators, leverage their credibility and relationship with their audience to drive brand awareness and influence purchasing decisions.

The impact of influencer marketing on broader marketing efforts can be profound, as it allows brands to tap into authentic, targeted communities that are often more receptive to recommendations from trusted (or at least known) voices.

This form of marketing can enhance brand credibility, expand reach, and generate higher engagement rates compared to traditional advertising. As consumers increasingly seek personalized and relatable content, influencer marketing has become a powerful tool for connecting with audiences in a meaningful way.

7. Online business directories

It’s important for business owners to list their companies in prominent and reputable business directories. Often these listings are free, but even if you must pay a small fee, it can be worth it.

The benefits include

Exposure to potential clients and customers.
Boosted SEO through backlinks.
Improved online presence and brand awareness.
Increased credibility for your business.
Low-cost or free marketing.

The following is a list of top business directories to consider listing your business:

AllBusiness.com
Better Business Bureau
Facebook Page
Google Business Profile
LinkedIn
Superpages
Bing Places for Business

8. Radio marketing

While less prominent today, radio can still be effective. Many people are in their cars during peak commute hours. To maximize radio advertising:

Targeted placement: Choose stations and time slots that align with your target audience.
Engaging content: Create memorable and concise ads.
Consider your market: Are you a B2C company (business to consumer) or B2B company (business to business)? Is your market local (like a neighborhood restaurant), national (such as selling payroll services), or international (such as selling unique clothing to multiple markets)?

The cost-effectiveness of radio compared to TV makes it a viable option for more localized campaigns.

9. Press releases

Press releases are valuable for announcing significant business updates. Ensure your release is:

Newsworthy: Focus on unique and timely information.
Well-structured: Include a strong headline, key details, and contact information.
Multimedia: Incorporate multimedia elements like images and videos to increase engagement.

10. Email marketing

Email marketing remains effective when executed correctly. Best practices include:

Segmenting: Personalize content based on customer preferences and behavior. Use data to segment your lists and target markets.
Offering engaging content: Provide valuable information, special offers, and updates.
Optimization: Use A/B testing to refine subject lines and content.
Using AI-driven tools: These can help automate and personalize email campaigns, improving engagement rates.

11. Direct mail marketing

Despite the digital age, direct mail still works for certain audiences. To optimize direct mail:

Use targeted lists: Use well-researched mailing lists to improve ROI.
Implement creative designs: Ensure your mail piece stands out and is easy to read.
Track mailings: Monitor responses and effectiveness.

More tips to enhance your marketing campaigns

Here are some additional tips to optimize your marketing campaigns:

Segment: Segment your target market to a specific audience. Segmentation can be done with respect to age, gender, income level, education, geography, purchase stage or brand loyalty, and more.
Business lists: Consider using high quality business lists such as Dun and Bradstreet, Experian Business, ZoomInfo or InfoUSA. These lists can be used in multiple channels as well, maximizing the value of the lists.
Track real time: Track your marketing campaigns in real-time to get immediate insights, make quick adjustments, and understand what is working or not.
Key metrics: Track the key metrics in your campaigns, such as click-through rate, engagement rate, conversion rate, sales, revenue, customer acquisition cost, market share, and churn rate.
Software and AI: Use software and artificial intelligence (AI) tools for social media management, content creation and testing of alternative ads.
Budget: Allocate your budget wisely. Assess the performance of different marketing channels and allocate your budget to the ones that deliver the highest ROI. Continuously review and adjust your spending to focus on the most effective strategies.
Keep current: Stay updated with trends. Keep up with the latest marketing trends and technologies. Experiment with new platforms, tools, or strategies to stay ahead of the competition and reach your audience in innovative ways. Keep up to date with experts by seeking articles from reputable business sources such as AllBusiness.com.
Promote across channels: Share earned media coverage on your website, social media platforms, and email newsletters. For instance, if a major publication writes about your product, feature this article prominently on your homepage or social media profiles.
Showcase social proof: Use earned media as a form of social proof by highlighting positive reviews, testimonials, or features from reputable sources. This can build credibility and trust with potential customers.
Strengthen relationships with media: Build and maintain good relationships with journalists and influencers. This can lead to more favorable coverage in the future and expand your media network.
Repurpose content: Convert mentions and reviews into additional content, such as blog posts, case studies, and infographics. For example, if your company was featured in a popular tech blog, you could create a detailed blog post about the experience and its impact.

Ready to enhance your small business marketing strategy?

Developing a comprehensive and modern small business marketing strategy requires leveraging a mix of traditional and digital techniques. By integrating artificial intelligence tools, optimizing SEO, utilizing effective SEM strategies, and harnessing the power of social media, you can create a dynamic and effective marketing approach. Start by experimenting with different strategies, tracking your results, and refining your approach based on performance data.