Using Employer Marketing to Overcome Talent Shortages

September 30, 2022 by Lacey Walters

With talent shortages on the rise, it’s more important than ever to know how to appeal to potential applicants and future employees through employer marketing. Having a good opportunity is no longer enough to cut it. In fact, 69% of candidates said they would reject an offer from a company with a bad employer brand, even if they were unemployed. Believe it or not, the fear of unemployment isn’t enough on its own to overcome a negative employer brand.

On the flip side, 41% of passive candidates said they would accept a new position without an increase in pay if the company had a good employer brand. A positive employer brand is all it takes to overcome the stigma associated with a lateral move for nearly half of the workforce. Not to mention, a positive employer brand is enough to catch the attention of a happily employed candidate.

Employer marketing is the first impression a candidate has with your company. Your employer marketing should answer any questions they may have about company culture, values, your mission, who you serve, what you do, and where the company is headed. In this blog, we will discuss how to better market yourself as an employer to win the war for talent.

Marketing Your Company Culture

As cheesy as it may feel, marketing your own company’s culture is really the only way to get the information out there. No one else is going to brag for you! To give your employer marketing the direction it needs, follow these steps.

Find Your Value Proposition

Ask yourself, “why would someone want to come work for my company over others?” This is your value proposition! Maybe you’re known as an innovator in your industry space. Lean into that by mentioning the opportunity to be at the forefront of that innovation. Advertise opportunities for furthering a candidate's knowledge on the topic.

Perhaps you’re a smaller company, and the value you can provide candidates with is that personal touch. Describe your company’s culture and the close-knit internal communication. Advertise the flexibility you provide employees when it comes to making their schedules or working remotely. Really lean into the growth potential within a small but growing company. People will be intrigued by the opportunity to be a part of building something.

Make Candidate Inquiries Accessible Through Employer Marketing

In today’s job marketplace, candidates will be cross comparing your company and the opportunity you provide with other companies. Make their decision an easy one by addressing their questions up front!

Make Your Value Proposition Accessible on a Careers Page

When applying, a potential candidate should be able to go to your website and find answers for all their employer-based questions about your company. Due to this, you need to have a careers page on your website that outlines your culture, benefits, and more so that candidates can easily make a connection with your employer marketing. Build out this careers page by highlighting your value proposition as well as your mission statement, photos of your employees, workplace perks, and your internal initiatives.

Better yet, ask your existing employees for testimonials, so potential hires can hear about your company from the source. Ask for confidential feedback and use the good stuff on your website. Any other feedback, leverage to make your company a better place to work. After all, the best employer marketing is honest employee satisfaction.

Aim Existing Company Branding Toward Employer Marketing

Understandably, most company branding is aimed toward customer acquisition efforts. Websites and other company collateral is usually created and used to market toward your customer base, not potential employees. However, these two ideas don’t have to be mutually exclusive. You’d be surprised to know that 29% of customers surveyed by Edelman said that in order to become a loyal customer, they need to know the business they shop frequent treats its employees well. This means that in order to wow your customer base, you need to be marketing to employees and potential hires as well.

Benefits of Employer Marketing on Your Customer Base

By investing in your employer marketing you’ll encourage consumers to trust your brand more, too. For instance, if your company is branded as a sustainable choice for consumers, tell your company story and demonstrate how you apply that same mission/vision with employees. By making that connection known, and covering topics like corporate social responsibility, you’ll multiply your brand strength on both fronts. This makes it easier for both audiences to make a connection with your brand.

Employer Marketing Through Social Media

In the same spirit, leverage your existing company social media mediums to get the message out there about your employer brand. Share information on these pages about company culture, employee events, internal programs, and more. Be sure to take photos at team gatherings and give followers an inside look into what a day-in-the-life is like within your company. People trust brands they deem to be authentic, and what’s more authentic than leveraging your current employees as part of your employer marketing strategy?

In order to stay relevant in this ever-changing hiring landscape, you have to prioritize employer marketing as part of your hiring strategy. Your employer brand will be unique to your company, so do what feels authentic to you and your workforce. If you want support along the way, talk to one of Blue Signal’s expert recruiters today about how you can improve your employer marketing to win this war for talent.

Confidential Search: What are the Benefits and When is It Necessary?

September 9, 2022 by Aylish DeVore

According to CNBC, 70% of jobs are never published publicly – and a large part of this number comes from jobs filled through a confidential search. When filling any position, there are many things for a hiring manager to consider. The first, and most important decision, should be whether the job needs to be posted publicly or kept confidential throughout the search process. When it comes to conducting a confidential search, there are many factors that make hiring more tedious. Because of this, most companies choose to outsource these roles to recruiting firms experienced in this type of search.

But what is a confidential search? When is it necessary? And why should you look to recruiting firms to conduct them? In this blog, we’re diving into all the instances when a confidential search is important and the benefits of partnering with a trusted recruiter for these types of roles.

What is a Confidential Search?

A confidential search is when a company is seeking to fill a position without advertising or alerting their employees, competitors, and/or clients that the job is open. When choosing between a traditional search and a confidential search, there are a few simple factors that determine which is needed. How you’ll advertise the role, how you’ll source candidates, the urgency of filling the position, and of course, the level of confidentiality desired, all should be considered.

Whether a position is vacant, newly created, or replacing a current employee – conducting a confidential search could be essential. When filling a confidential search, companies can’t carry out typical advertising and job postings online like they usually would. This results in much more time sourcing candidates in a more hands-on and direct way. Even without typical job postings live online, keeping an open position confidential can still be difficult to do for an internal talent acquisition team if not experienced.

When is a Confidential Search Necessary?

Replacing Executives or Management Positions – Avoiding Leadership Gaps

The most common reason companies choose to conduct a confidential search is when they’re replacing high-level positions in leadership. Based on a recent LinkedIn poll we did with our followers – 70% of hiring managers agreed that they conduct a confidential search when replacing an executive-level role. When planning to replace a current employee, especially one with a high level of responsibility, it’s better if they aren’t tipped off about the change before coverage has been arranged. Ideally, you’ll have a replacement lined up and ready to step in when the time comes, avoiding any gaps in leadership.

In general, the process of filling executive and senior management roles take longer than lower level roles. According to Monster, the average time it takes to fill an entry- to mid-level role is about eight weeks, while a high-level role can take anywhere from six months to a year. This makes it even more important to ensure the position isn’t left empty, when possible.

Exploring New Sectors/Products/Industries

Another common reason hiring managers choose a confidential search is when their company is rolling out a new product line, business model, secondary company, etc. In most cases, it’s important to keep industry competitors in the dark about upcoming expansion news until the public launch date. Posting detailed job openings that obviously allude to new product development, sector expansion, or a first-of-its-kind service, can lead to increased market competition. When looking to launch any type of industry disruption, being first to market is key when filling a need or service gap. No matter the industry, every company has competitors, and you never know who’s keeping a close eye on you as competition.

Experiencing Internal Changes or Reorganization

Companies going through drastic internal changes such as mergers, IPOs, or restructuring may want to keep certain open positions quiet. Often, these situations can be sensitive information when it comes to internal staff. If you have not made the big announcement yet, posting certain job titles may give it away. The last thing a company needs when going through an organizational change is panicked employees – which can often lead to early resignations. In these situations, a confidential search can also ensure you’re not deterring candidates from applying. Outsiders may see these changes as the company being unstable and would result in less of an applicant pool to choose from.

For the same reason, you also don’t want to put off your clients by the amount or type of jobs you have posted online. This can be especially true for executive level roles. Even if a current employee in leadership is retiring and aware of the hiring need, it still might be a good idea to fill their role confidentially to avoid clients questioning internal stability. Many companies also need to consider their competitors in this same situation. If competitors see a time of weakness for your business, they may begin to pose a bigger threat and possibly poach your customer base.

Reducing High Volumes of Unqualified Applicants

When it comes to a globally recognized brand name or commonly sought after company, it’s always better to hire confidentially. This helps avoid receiving an overwhelming number of unqualified applicants to sort through. If a role is going to be highly desired among a large group of candidates, (i.e., a sales executive at a Fortune 500 company) you can expect hundreds or even thousands of applicants. With such a large number of applicants, it’s likely only a small percentage will be fully qualified for the position.

Conducting a confidential search also helps to avoid candidates from adjusting and falsifying experiences and skillsets on their resume before they apply. Unfortunately, this can be a common occurrence and if you’re not familiar with the signs of a candidate exaggerating during interviews, it can lead to a bad hire – meaning the search process has to begin again. When a candidate connects with a recruiter, they are asked to present a resume before they are even sent the job description. This helps ensure you’re getting an accurate representation of the candidates’ authentic experiences.

Benefits of Outsourcing a Confidential Search

Stress-Free Process

Overall, partnering with a recruiting firm ensures a stress-free environment for you and your staff. As mentioned, one small mistake can void confidentiality all together in a job search, causing a stressful hiring process for you and your internal hiring team. When using a recruiter who is experienced in confidential search, you can be confident that the position will be filled the right way.

Not to mention, an extra layer of confidentiality can be put into play when recruiters use NDAs in their search process. This is something Blue Signal does with 100% of our candidates. Having candidates sign NDAs before moving forward in the interview process and discussing company information is a great safety net to ensure confidentiality. Signed NDAs hold candidates accountable, so they don’t communicate any details related to the job opportunity with others. Recruiters also can guarantee an exclusive list of candidate outreach, so the info doesn’t get into the wrong hands. This is done by sourcing passive candidates rather than posting detailed job descriptions on online job boards.

Larger Candidate Pool

Because confidential searches are made primarily through passive candidates you can guarantee a much larger candidate pool, but without the added time screening unqualified candidates up front. Passive candidates are people who aren’t necessarily looking for a job change. They are thriving in their current role, which means regular job posts don’t typically reach these top performers. Recruiters can reach out to passive candidates directly and communicate the opportunity on a personal level. Through these one-on-one conversations, they’re able to relay certain aspects and details about the role that may pique their interest in making a move.

Save Time

Overall, facilitating a confidential search requires much more time to source and review talent. Studies have shown that 44% of candidates don’t receive feedback from a potential employer for weeks after applying. Not to mention, tests have found that the average hiring manager looks over a resume for only six to seven seconds. When working with a recruiting firm, especially on a confidential search, they are able to get back to candidates FAST and take the time to review each resume in full detail.

Recruiters also take on the added inconvenience of conducting initial candidate screenings and phone interviews. This allows them to fully vet candidates for your role before their resume even comes across your desk. Not to mention, the candidate will be fully briefed on the confidential aspects of the role and meet with you only after signing an NDA. This then allows you to interview candidates in detail without the stress of exposing sensitive company information.

Continued Recruiter Support

One of the most beneficial reasons to work with a recruiting firm during a confidential search is the overall partnership you receive along the way. Throughout the process, you’ll have the opportunity to gain expert-level advice, learn about best practices, and get questions answered by your recruiter. Once your recruiter identifies a great candidate, your partnership doesn’t end after the candidate’s first day. Recruiters are industry experts, and they are there to act as a partner for you and your company’s goals long-term. A great recruiter will offer support throughout new hire onboarding processes and candidate retention. Furthermore, once your recruiter understands your company’s goals, they can keep you in mind when another ideal candidate comes along in the future.

Conclusion

In the end, a confidential search done in partnership with a best-in-class recruiting firm will protect your team, brand, and drive authentic alignment with your hires. Blue Signal keeps 100% of our searches confidential, regardless of the type of search our clients choose. This helps us better protect the hiring manager’s time, gives us an exclusive candidate pool, and allows access to our own audience – which is wider than theirs on their own.

It’s important to remember, confidential searches can be much more difficult for non-experienced hiring managers. Don’t risk it – a minor slip up can cause a snowball effect and blow confidentiality fast. This is why we always recommend getting help from an experienced recruiting firm for all confidential searches. If you’re ready to partner with an expert or want to learn more about our search processes, reach out to us and we’ll connect you with a recruiter who is specialized in your industry.

2021 Jobs on the Rise: How 2020 Shaped New Trends and Created a Surge In Demand

April 8, 2021 by Aylish DeVore

As we settle into 2021, it has become evident how much has shifted in the workforce - especially considering what jobs are in demand. 2020, the year of unprecedented times, has brought us a completely new list of roles and industries that are rapidly hiring and ready to be capitalized on. Diversity and inclusion consulting roles, for example, have drastically increased as businesses seek dedicated staff behind these crucial initiatives. Flexible schedules and more positions offering work from home options have also played a big part in the job market further opening up. Big cities such as New York City, Los Angeles, and Washington D.C. still lead with the majority of open jobs, but there is much more freedom when it comes to job hunting compared to a year ago. The spike in the number of open roles and those looking for work also directly relates to the high amount of layoffs that took place in early 2020. Those who were laid off or took time to be at home with family due to the pandemic are now looking to enter back into the workforce as the vaccine is being adopted and those roles are reopening. In this blog, Blue Signal breaks down specific industry trends to look at what caused such an increased demand in jobs, specifically within D&I, healthcare, E-commerce and marketing, tax roles, and education.

Industry Trends:

Navigating 2020 was new territory for everyone - while some industries and businesses were hit harder than others, everyone was forced to pivot and adjust as best they could. The hospitality industry for example, faced one of the biggest hits across all industries, but it was incredible to see how these entertainment businesses were able to reimagine their brand and service offerings to match the needs of consumers. In a previous blog, we shared how food and beverage companies rose to the challenge, with some global distilleries shifting production from vodka and gin to hand sanitizer. LinkedIn recently created a list of the most in-demand jobs for 2021 and they found that while fields such as aviation and hospitality were affected the most, other areas like healthcare, education, and finance had to drastically ramp up hiring to meet increased demand.

Diversity and Inclusion Jobs

Across all industries, large or small, businesses are recognizing the necessary action they must take when it comes to being vocal and thoughtful about D&I within their own organizations. For a lot of businesses, this is something they are dealing with publically for the first time. After the Black Lives Matter movement and many other global civil rights campaigns that took place last year, companies are speaking to their customers’ and audiences’ interests, and making plans to support these causes internally. To carry out these mission statements, many companies are seeking to hire professionals in new roles and even full departments, to develop and manage these policies and actions surrounding diversity and inclusion. Indeed reported that “Between September 2019 and September 2020, Indeed job postings in diversity, inclusion and belonging have risen 56.3%—from 140 jobs per million to 219. More significantly, after the U.S. economy declined in Spring 2020, the DI&B industry recovered quickly, with job postings rising by an astonishing 123% between May and September.” For examples and actionable advice on how your company can go about D&I initiatives head-on, check out our recent blogs on Diversity, Equity, and Inclusion at Blue Signal and The Importance of Diversity & Inclusion in Recruiting, where we mention what we’re doing to enforce this change both internally and within the recruitment industry as a whole.

Workplace Diversity Experts

- Increased Demand: Last year, companies large and small turned to diversity experts to help bring new voices into their organizations. Hiring for these roles increased more than 90% since 2019.
- Top Job Titles: Common job titles include Diversity Manager, Diversity Officer, Head of Diversity, and Diversity Coordinator.
- Top Locations Hiring: Popular hiring locations include New York City, San Francisco, and Chicago.
- Salary Range: The average salary ranges from $72,900 to about $97,000.

Healthcare Jobs

Not surprisingly, the healthcare industry has completely opened up and still seems to have a never-ending demand for staff, specialists, researchers, and volunteers due to the global health crisis. This has created a huge increase in opportunity and, for those who were contemplating making a career change into the medical field, it could not have come at a better time. Due to such an uptick in urgency for professionals like these, it is the easiest it’s ever been to make this transition, with quicker onboarding processes and more options for accelerated certifications and education programs available. Seaman says, “Many of these roles can be trained for remotely and don’t require a four-year degree.” Though front-line workers such as medical assistants and physicians are always in demand, another newcomer to these highly sought-after positions is in home health. When friends and family members weren’t able to visit their loved ones in nursing homes and assisted living facilities for months at a time, many families sought new plans for their elders’ care. Even though assisted living staff is still in high demand, at-home care workers have quickly grown in need as people would prefer their loved ones to be recovering at a private home rather than in a shared living space in close quarters with others.

Healthcare Supporting Staff

- Increased Demand: Hiring for these positions has increased more than 34% within 25 titles since 2019.
- Top Job Titles: Health Care Assistant, Pharmacy Technician, Dental Assistant, and Home Health Aide are among the most common professional titles.
- Top Skills: On average, skills such as Patient Education, Data Entry, and Physician Relations tend to be of the most in-demand within the space.
- Salary Range: The average salary within this field falls between $65,300 and $106,000.

Nurses

- Increased Demand: Nurses are the backbone of the healthcare system and through the pandemic have been in demand more than ever, growing nearly 30% since 2019.
- Top Job Titles: Roles such as Registered Nurse, Certified Nursing Assistant, Nurse Practitioner, and Intensive Care Nurse are some of the top positions hiring.
- Top Locations Hiring: New York City, Los Angeles, and Philadelphia have proven to be the most in-demand due to their larger population density.
- Salary Range: The average salary for these roles ranges from $73,000 to $111,000.

Mental Health Specialists

- Increased Demand: With last year’s mental health crisis caused by the pandemic, hiring for these roles grew nearly 24% in 2020.
- Top Job Titles: Roles such as Behavior Therapists, Mental Health Specialists, Psychotherapists, and Mental Health Technicians have all increased in demand.
- Top Locations Hiring: Boston, San Francisco, and New York City have seen the largest surge.
- Salary Range: The average salary for these roles ranges from $41,600 to $65,000.

E-commerce and Digital Opportunities

As we’ve predicted since the beginning of the internet, the ability to generate online business and establish a digital brand presence proved itself to be not only beneficial, but a necessity, throughout the pandemic. The results were clear, businesses that had already established their E-comm brand online and invested in digital marketing and brand awareness prior to the global shutdown, skyrocketed. Those who were unable to pivot and redirect their business online found it difficult to stay afloat. The new wave of online and virtual communities has also brought in many ideas that led to new entrants to the space. Social media and digital marketing professionals, as well as graphic designers, web developers, and AI engineers are in high demand now more than ever as businesses pivot their focus toward updated and user-friendly websites. With the E-commerce world hitting record numbers - shipping and fulfillment jobs reactively increased in demand, too. Products are being consumed online in never before seen volumes, and as a result businesses are essentially required to order more inventory, invest in larger warehouse space, and hire more staff to support these larger volumes of picking, packing, shipping, returns, and customer service jobs.

Frontline E-commerce Workers
- Increased Demand: Hiring grew 73% YOY — and that demand continues with over 400,000 open jobs today!
- Top Job Titles: Most openings within e-commerce are for professional titles like Driver, Supply Chain Associate, Package Handler, and Personal Shopper.
- Top Locations Hiring: In the bigger cities, the demand seems to be highest with Chicago, New York City, and Washington, D.C. topping the list.
- Salary Range: The average salary for these positions falls between $42,000 and $56,000.

Business Development and Sales Professionals
- Increased Demand: Tasked with quickly adapting to an uncertain world and economy, hiring grew more than 45% between 2020 and 2019.
- Top Job Titles: In-demand professional titles include Sales Consultant, Sales Operations Assistant, Inbound Sales Specialist, and Strategic Advisor.
- Top Locations Hiring: The top locations hiring remain in larger cities such as New York City, Denver, and Atlanta.
- Salary Range: The average salary ranges from $43,300 to $105,000.

Digital Marketing Professionals

- Increased Demand: Hiring for digital marketing roles grew nearly 33% YOY vastly due to the pandemic and increase of people remaining inside and at home.
- Top Job Titles: Digital Marketing Specialist, Social Media Manager, and Search Engine Optimization Specialist are titles commonly looking to hire.
- Top Locations Hiring: Cities such as New York City, San Francisco, and Los Angeles tend to be hiring hot spots.
- Salary Range: The average salary for these roles ranges from $48,000 to $96,0000.

Digital Content Creators

- Increased Demand: From TikTok to YouTube, and blogs to podcasts, the demand for digital content creators grew 49% year-over-year.
- Top Job Titles: Roles such as Content Coordinators, Writing Consultants, Podcasters, and Bloggers have been the most in-demand.
- Top Locations Hiring: New York City, Chicago, and Atlanta have seen the biggest surge.
- Salary Range: The average salary for these roles ranges from $46,000 to $62,400.

Specialized Engineers

- Increased Demand: Most business and casual interactions moved online during the height of the pandemic, causing engineering roles to grow by nearly 25%.
- Top Job Titles: Common titles to look for include Web Developer, Full Stack Engineer, Frontend Developer, and Game Developer.
- Top Locations Hiring: San Francisco, New York City, and Washington, D.C. tend to be hiring hot spots though the field has a high remote work availability.
- Salary Range: The average salary for these roles ranges from $77,500 to $104,000.

User Experience Professionals

- Increased Demand: Demand for people who specialize in how people interact with these technologies grew 20% between 2019 and 2020.
- Top Job Titles: User Experience Designer, Product Design Consultant, and User Interface Designer roles have seen the biggest spike.
- Top Locations Hiring: Cities such as San Francisco, New York City, and Seattle have been the most in-demand.
- Salary Range: The average salary for these roles ranges from $80,000 to $103,000.

Data Scientists

- Increased Demand: Brought on by the pandemic, some businesses leaned more heavily on data scientists with hiring growing nearly 46% since 2019.
- Top Job Titles: Common titles include Data Scientist, Data Science Specialist, and Data Management Analyst.
- Top Locations Hiring: Specific hiring hotspots include Washington, D.C., San Francisco, and New York City.
- Salary Range: The average salary for these roles ranges from $100,000 to $130,000.

Artificial Intelligence Engineers

- Increased Demand: The profession of artificial intelligence (AI) was booming well before the pandemic hit but the industry did not slow down last year. Hiring in this area grew 32% between 2019 and 2020.
- Top Job Titles: Titles such as Machine Learning Engineer, Artificial Intelligence Specialist, and Machine Learning Researcher have all seen increased demand.
- Top Locations Hiring: San Francisco, New York City, and Seattle tend to be common hiring locations for this field.
- Salary Range: The average salary for these roles ranges from $124,000 to $150,000.

Roles for Tax Professionals

Tax season seems to be a hectic time of year no matter the case, but this year is drastically unique. 2021 has seen a significant increase in people seeking professional help with filing taxes due to all the new and additional steps that have arisen from the pandemic and subsequent housing market. While the year began with a low unemployment rate of 3.5%, by April that figure had soared to 14.7% amid business shutdowns. A staggering number of 70 million Americans have filed for unemployment benefits since the beginning of the pandemic last year, which creates a whole new tax situation many are unfamiliar with. Small businesses are also finding themselves in new territory after applying for and leveraging SBA loans. Even smaller claims from those who received stimulus checks has caused people who may not usually seek out tax help to reconsider this year. Another big factor playing into the overwhelming need for tax advice and services was the drastic change in the housing market. With interest rates at a record low, people were buying homes like crazy and homeowners were refinancing their properties to get better rates. Both instances caused homeowners, new and old, to search for professional assistance.

Loan and Mortgage Experts

- Increased Demand: From 2019, hiring within this industry increased nearly 59%.
- Top Job Titles: The majority of openings within the Loan and Mortgage space include Underwriter, Mortgage Loan Officer, Escrow Officer, Loan Closer.
- Top Locations Hiring: Cities such as New York City, Dallas, and Chicago tend to be the hiring hot spots.
- Salary Range: The average salary within this field falls between $43,700 and $60,000.

Education & Career Coaching Jobs

In the midst of the pandemic, schools and universities and even coaching professionals were tasked with a major overhaul to quickly rethink their systems and completely reshape the way they operate and educate. This resulted in an increase in demand for the industry as a whole as virtual education and coaching became much more accessible. Many individuals found the time to go back to school during quarantine and those who were laid off realized the benefits of having an advanced degree in their field. Personal and career coaches also saw a major increase in demand when the state of the pandemic caused many people to reevaluate the direction of their careers, lives, and beyond. Professionals who specialize in life coaching and career planning became hot commodities, surging the industry and becoming extremely in demand today. Virtual learning has proved to be increasingly successful and incredibly advanced as those in the space continue to streamline their processes. This new age of coaching and educating will most likely change the way we learn, not just temporarily, but for the future to come.

Education Professionals

- Increased Demand: Within the education industry, overall hiring grew more than 20% between 2019 and 2020.
- Top Job Titles: Common positions include Teaching Assistant, Elementary School Teacher, Mathematics Tutor, and Curriculum Developer.
- Top Locations Hiring: Even with remote options available, top hiring locations remain New York City, Chicago, and Washington, D.C.
- Salary Range: The average salary for these roles ranges from $46,500 to $63,200.

Personal and Career Coaches

- Increased Demand: Due to the seismic events of 2020, hiring for coaching roles increased more than 51% since 2019.
- Top Job Titles: Titles such as Career Coordinator, Life Coach, Fitness Coach, and Business Coach are all commonly sought after.
- Top Locations Hiring: Cities with an increase in demand include New York City, Houston, and Boston.
- Salary Range: The average salary for these roles ranges from $44,300 to $50,000.

With the novel and constantly changing climate of the workforce today, it’s important to adjust and pivot accordingly when it comes to the next steps in your career. Whether you are someone who is looking to make an industry move, or calculate a secure pivot within your existing field, referencing this list can help you dial into a more targeted role and show which skills to highlight. For example, those who have worked in retail will want to hone skills in E-commerce, customer service, and brand marketing to stay competitive in their field. If you have a background in Human Resources, focusing on your skills and experience facilitating D&I initiatives and overcoming challenges in this area could be a smart move. No matter the industry or career path you are on, our recruiters at Blue Signal can help you capitalize on the demand facing your industry. Reach out to us for guidance, or check out our website for tons of helpful resources such as open job boards, industry-specific trends, and blog posts on how to enhance your resume, brand yourself online, or nail an upcoming interview.

Staying Virtually Connected – 5 Tips to Elevate Your Email Marketing

August 5, 2020 by Aylish DeVore

Did you know that at least 99% of consumers check their email on a daily basis? With the majority of companies going fully virtual and more people opting to stay home when possible due to COVID-19, the population's online presence has skyrocketed. If there was ever a time to step up your digital marketing efforts, it’s now. With many brands and companies taking advantage of the market space, it’s crucial you stand out from the crowd in order to see results.

When it comes to conversions, email has all other digital communication channels beat. People who buy products marketed through email spend 138% more than those who do not receive email offers. Email marketing has an ROI of 4400%, and yes, that’s at least three times higher than social media! This channel has withheld the test of time as it’s still one of the most effective ways to communicate directly with your clients. By developing a solid email marketing strategy encompassing these simple tips, your email campaigns can quickly become your top digital driver in brand awareness and revenue.

1. Segmenting your List

First things first, it’s important to keep your email subscribers list clean and up to date to ensure accurate analytics, testing, and reporting. Don’t be afraid to purge inactive subscribers and accounts. A helpful tip to be sure you’re not removing a potential customer is to send out an email blast to all inactive subs letting them know emails will be stopping before you let them go. By using a call to action, they can resubscribe and become active if they choose. After cleaning out your list you can continue keeping it updated by sending routine “check-ins” every so often informing subscribers how to adjust their subscription settings and customize what they receive and how often. This helps your readers feel in control of what they’re getting sent and thus become more inclined to stay tuned in. Another great way to organize your list is by creating segmented lists based on subscribers’ demographics and purchase history. Once you have these smaller segmented lists you can more effectively A/B test subject lines and visual placements.

2. Utilize Inspiration

With so many companies utilizing digital marketing and trying new approaches, there is an infinite amount of inspiration when it comes to concepts, design, and copy. An easy way to start looking out for inspiration is actually in your own inbox. When you receive an eye-catching or memorable email to your inbox, flag it for later and see how you can implement aspects of it into your own email marketing. Chances are if it caught your eye and stood out in your inbox, it will to your clients as well. Go further by encouraging your employees to do the same and share their ideas in team brainstorming sessions! There are also tons of great online resources that house digital marketing examples from all different industries. Both Pinterest and Milled.com are email inspiration gold mines.

3. Find Your Voice

As a brand, it’s important to nail down your voice. And that starts with knowing everything there is to know about your customer base. Keeping a consistent tone in the copy you post throughout all marketing channels and platforms is crucial, as it builds your brand’s identity and creates awareness more effectively. When it comes to email marketing it’s no different. It’s important that your tone resonates with your customers so you’ll need to start by understanding how your customer base interacts with your brand. You can picture your customer base as one single person that inhabits all aspects of your customer’s demographics, creating a target persona that works as a stand-in example for your entire following. By framing your writing to one target audience, it will be much easier to write in a consistent and natural voice that will connect to your readers. Emails should be easily digestible, so keep your text short and sweet. If it makes sense for the product and brand, don’t be afraid to add in humor as it is a good way to leave a lasting impression.

4. Optimize for Mobile

When it comes to the design and content of your emails, mobile optimization should always be front of mind. Mobile email accounts for 67% of all email opens depending on your target audience, product, and email type. With over half of your subscribers viewing on their mobile devices, it’s crucial that all aspects of your emails are functional and visually pleasing on a smaller screen as well as a desktop. Here are some simple rules of thumb to follow when optimizing for mobile.

Keep formatting simple. Text, buttons, and images should be easy to view and interact with.
Utilize larger fonts and call to action buttons that are easily clicked with a thumb on a small screen.
When using images and media, keep files small for quick downloading.
Don’t assume all images will show up as some mobile devices automatically block media upon opening. Make sure the email will be effective without them.

5. Get Personal

Adding personal touches to your emails is a great way to grab your reader's attention and be memorable. A good place to start is adding your personal name in the sender info so it reads “Alex from Blue Signal,” for example. You can also use plugin tools to pull each subscriber’s name into the email itself. To help your readers further connect with your brand, make sure you have a solid “welcome series” in place to send out to all new subscribers. Along with the initial company overview, crafting an email introducing your teammates with pictures and a short bio along with what they do is a great idea. This helps put a face and personality to who is working behind the scenes to take care of them.

Marketing is a crucial aspect of what we do in the recruiting space as we are always looking for the best way to present our candidates to our clients and vice versa. Whether you’re presenting as an individual or a company, it’s important your brand leaves a memorable impression. With so much of our typical communication with consumers switching to digital platforms, it’s essential we adjust and shift our focus towards online reach. A huge take away from the current climate we’re all facing is the validation that building a consistent and effective digital presence is essential, no matter what industry you’re in. Let this be the push you needed and get started building your digital marketing strategy today!

Social Media Best Practices for HR

January 17, 2020 by Lacey Walters Leave a Comment

In a world where 1 in 5 page views occur on Facebook, and Twitter users generate 6,000 tweets per second, social media is no longer a small element of the modern community life, it’s the beating heart of how we interact. It might be tempting to just leave social media totally in the hands of your marketing team, but the reality is that the whole company—including HR—needs to be on board.

While the social media landscape is still in a state of flux, success in this area isn’t random. Social media best practices go beyond marketing and PR: they’re about how people interact. Since HR is the industry of people, human resources professionals need to have a social media strategy. What can an HR professional do to harness social media for a positive employee culture?

1. Know the channels your employees use. Listen to what they say.

Together, customers and employees are the two groups that shape the reputation and image of your company. Their voice is much more powerful than any marketing or PR effort. Find out what platforms your employees use, and what they’re saying about you. It takes very little time to get an impression of what the public thinks about you as a company and an employer.

The easiest social media platforms for managing your reputation are LinkedIn, GlassDoor, and the first few pages of Google searches. These are the first places your job candidates will be checking before they decide to work for you. Facebook and Twitter are less straightforward, but you can track buzz and interactions around your company to get an understanding of where you stand.

Social media should already be part of your hiring process. Not only should you source candidates through LinkedIn (or work with recruiters who do), you should vet potential employees’ social media profiles during the hiring process. It will give you an insight into their personality that may not come out in a formal interview.

2. Celebrate on social media.

Embrace opportunities to celebrate your company on social media. Use your LinkedIn page, Twitter account, and Facebook company page to share promotions, new hires, company outings, fun traditions, perks, and milestones. Post often and at many levels — new and senior employees alike deserve recognition for hard work.

Include photos or videos to boost your views and humanize your company. Since your employees already use social media every day, show your appreciation for them where they (and the competition) can see. Make your competition envious of your workplace culture.

The key to this approach is consistency. Decide on a social media calendar, then design a process for selecting an employee to celebrate. Keep the process fair so that other employees don’t feel left out.

This personalized, grass-roots approach costs little time and money and dramatically boosts retention and your online reputation. When you paint a clear picture of your company’s selling points, you will attract and keep top talent.

3. Form strong bonds with your PR and marketing teams.

They’re the ones who manage your company’s branding and voice on the front lines. If you don’t communicate, you’ll miss out on insights into your people and potential candidates. Share your visions with each other. Talk about ways you can help each other reach those goals.

Your goal is a strong correlation between your brand and your employee culture. There is no substitute for keeping your finger on your company’s pulse. When individuals and departments are dissatisfied, they talk, and they may not talk to you first. A culture disconnect comes off as disingenuous to your customers and makes it hard for you to attract and keep your top employees.

4. Don’t try to gag people.

You can’t monitor everything (nor should you want to), but you can get an idea of your employees’ social media habits before and after you hire them. Trying to shut people down will only fan the flames.

A hyper-strict social media policy never goes over well (and may actually be illegal): “The National Labor Relations Board has concerns about companies that run with these very broad gag policies that relate to things going on in the workplace,” says Jon Hyman of the legal advisory firm Kohrman Jackson & Krantz.

Instead, integrate social media into your employee communications. Make a space for employees to talk internally and confidentially. Don’t rely on traditional methods (the anonymous comment box in the break room is outdated). Today’s employees are vocal and have many tools at their disposal to be heard. Let them know that you hear them so that you can solve problems together before they feel compelled to take their frustrations to public arenas.

If you notice a negative trend in what employees are saying, you have an opportunity to fix the problem and build on your strengths. Turning around an unhappy employee is a win for everyone, including you: workplace morale improves, productivity goes up, and you don’t lose an employee.

5. Ask for good feedback.

In addition to sharing successes from your own perspective, encourage employees to leave employer reviews on GlassDoor, Facebook, and other social media channels. Job seekers are more likely than ever to research company culture during the interview process, and positive employee reviews are a powerful tool to give you legitimacy. Dissatisfied employees speak up more often than happy employees. Avoid asking when your employees are likely to be stressed or nervous–such as close proximity to annual performance reviews, audits, or looming project deadlines.

Another great tactic is to create avenues for employees to share their own good news, such as a perk-related Twitter hashtag, or encouraging employees to tag themselves and share company event photos on Facebook. Your marketing and PR teams may have additional ideas and resources. One note: offering incentives in exchange for good reviews is not allowed.

GlassDoor is the top platform for workplace culture reviews. Many job candidates read through these reviews during their company research.

6. Know when to tune out.

Some people are determined to say negative things. Inevitably, some will stick. The best policy is to treat your people well.

Good news is the best antidote for bad press. Take advantage of opportunities to spread good news and fix problems promptly. Truly listen to your employees to clear up issues before they become exacerbated. Manage expectations and company policies right from the start to keep your employees happy. Most importantly, show your company in the best light by celebrating success.