Monthly Archives: August 2009

How to get Blood from a Stone: How to Sell More in a Tough Economy – From my Blog Talk Radio Program!

Whether you want better personal publicity or more sales, you need to know about John Chapin (www.completeselling.com) and his (co-authored) book The Sales Encyclopedia. I know I took away a ton of great tips and ideas from my interview with John yesterday 8/19/09!  Be sure to listen to the pod cast from myExecutive Profiles Program on Blog Talk Radio:

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Baby Boomers can also create a fantastic personal publicity program with new media… (it’s there for the taking)

What more can I say… we are ALL SUBMERGED in a world of social media. We all live, breath, feel, touch it -whether we like it or not (I NOW HAVE 70-SOMETHING YEAR OLDS ON FACEBOOK AND TWITTER – I plan to be in that mix until I am at least 95). That said, we had all better get used it. Right? Hunker down and “work with it” – make it useful to build our careers and businesses.  Coming from the “old media” days, I remember when I got a FAX MACHINE in my office and everyone and their Uncle would bother me day in and day out to use it – that seems like YESTERDAY.  19 years later (dating myself), I have learned to adapt to and love this new social media world. While I still like the “old-style ways” of publicity, promotions and marketing (in my blood — although I choose not to fax as much now), I am getting quite used to these NEW SOCIAL WAYS and actually kind of loving it.  That said, I am slowly but surely taking clients up the new media path and so far they are very willing to let me help them take them on this new journey—it truly is the best way to find permanent personal pr if it’s delivered and managed correctly.

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Getting a handle on your SEO and SEM will create best on-line publicity for better talent recruitment and placement!

In a weak economy like this, job boards and search engines get used more than ever before (Read).

So recruiters have more applicants than ever.  So why doesn’t your applicant quality for niche roles seem much better?

The answer begins with two questions: 1) How well are job postings being seen on job boards, as well as major search engines like Google and Yahoo, and job-specific engines like SimplyHired.com and Indeed.com?  and 2) What about the company’s online brand exposure (Web 2.o/Personal PR)?

Yes, dull job postings are a part of the problem!  Most lack the “what’s in it for me” motivating appeal that lets a passive candidate visualize the role, challenge, environment, etc. and want to get off their rear and apply for the job!  Even if you rewrote a job posting to make it “sing,” that’s not going to solve the dilemma in the age of Web 2.0.

Nowadays, professionals don’t necessarily think to go to a completely different kind of website for jobs.  They naturally search in the same place they go to find everything else:  their favorite search engine.

NOTE:  Google alone has over 150 million searches per month for jobs!

Or if someone uses a job-specific search, it’s increasingly on a job aggregator site that pulls job postings from multiple boards:  Indeed and SimplyHired are now both in the top 7 of *all* US job-related sites. In either case, job postings get buried almost immediately.  Did you know that approximately 60% of on-line users don’t look past the first page of their search engine results?  And almost 9 times out of 10, users don’t venture past the first three pages of search results?  Today, it’s not how new your postings are that determine their visibility, but their search relevance.  Even most career websites are pushed far down the results where you’d like to rank high, deflating your employer brand.

Here’s a recommendation:  Consider this 90-minute webinar next Thursday, Aug. 13, that will really explain search engine optimization (SEO) and marketing (SEM) for recruiting and employer branding. Learn how to leverage these two things to your advantage. 

Save the date for: 

“SEO & SEM for Recruiters: An Introductory Guide to Improve Your On-line Visibility.” 

Whether you want to do it on your own, or you already use a consultant (me, for instance!), this session will give you the confidence to make intelligent decisions and act purposefully:

http://aces.arbita.net/webinars/SEOSEMforRecruiters-aug09

THIS WEBINAR LETS YOU TAP AN EXPERT!

When MY GUYS (I am a big fan) and SOCIAL MEDIA GURUS (when it comes to recruiting),  Shally Steckerl and  Glenn Gutmacher of theJobMachine, Arbita Consulting & Education Services (ACES) http://aces.arbita.net have a question about search engine optimization (SEO) or marketing (SEM), they turn to one expert at Arbita ACES:  Nicole Bodem. 

With seven years of SEO experience, the last 2.5 of which specializing in recruiting, Nicole Bodem is a guru at helping you increase your online visibility.  (Check out her recent excellent blogpost at http://aces.arbita.net/Optimizing-your-Social-Media-Profile about optimizing your social network profiles, too.)  Just as importantly, she clearly explains what’s in the way of your recruiting success online, and how you can do many of the improvements yourself, regardless of budget. “Nicole is clearly among the best in this space, cuts through the clutter and tells it straight,”said Shally. “When she makes a search recommendation or implements something herself for a client, I know it’s going to make a real difference in their online recruiting results.”  Today’s tools also allow you to understand where your job postings appear and who’s coming to your career website as a result.  Now, the metrics and platforms to track source exist — and don’t depend on flawed candidate self-reporting.  You can determine which channels deliver the right talent.

What surprises most recruiters is that it’s not just job boards you need to focus on.  Through a combination of SEO and SEM, you can tilt the playing field your way by targeting relevant passive talent on search engines like Google, Yahoo and Bing, job-specific engines like SimplyHired and Indeed, social networks like LinkedIn and Facebook, as well as job boards. Even if you’re new to SEO or SEM, this online workshop on Aug. 13 at 1pm US EDT will cut through the hype and give you the understanding to take action, not dependent on any particular vendor or product.  Make a noticeable difference in your job posting and career website success.  Get details about “SEO & SEM for Recruiters: An Introductory Guide to Improve Your Online Visibility” and register today for just US$99.97 at http://aces.arbita.net/webinars/SEOSEMforRecruiters-aug09

 HERE’S WHAT YOU’LL LEARN IN 90 MINUTES NEXT THURSDAY (8/13/09):

– A clear understanding of the difference between SEO and SEM:  how each channel works, what it costs and how to control it

– Real-world examples of good and bad job ads, including tips and techniques you can implement immediately

– Effective ways to optimize your job advertisements, ensuring your latest postings have strong presence on the major search engines

– Analytical tools to track responses and understand which metrics are important to track

– How to evaluate your website for search engine friendliness, including which technologies to avoid that may prevent search engines from finding your job postings

– The 3 cornerstones of SEO — technical, content and trust — and how to remove barriers so all three are present, with some simple changes you can make today to increase your search engine visibility

– Quality score:  Bidding is not everything with search engine ads: your competitor can pay less yet still get more clicks! Learn how that works.

Recruitment and really all SEO and SEM are key to have in order to succeed in the Web 2.0 age.  They are the route to the success metrics that talent operations increasingly need to deliver to management.  I realize this is new territory for many, so  to make it easy for you:  The folks at ACES are so confident this webinar will make a difference in your recruiting and sourcing success, that if you decide afterwards it wasn’t useful, Shally has agreed to let you take a completely different Arbita ACES webinar workshop anytime in the next year, at no charge or obligation.

So what else can you learn by getting a handle on SEO and SEM?:

– Precisely control and track your job-related keyword spend

– Generate metrics for your site visitors & where they’re from

– Target talent by location and other criteria – even those seeking jobs among your competitors

– Customize your messaging to applicants

– Drop Your Cost per Click and per Applicant

– Turbocharge Your Employer Brand

This professional seminar offers you, without travel and from the convenience of your own computer, an ideal way to learn the latest ideas surrounding search engine optimization and marketing for recruitment.  With hundreds of millions of job-related searches done on search engines, job boards, job aggregators and other web properties per month, it only makes sense to learn how to use Search Engine Optimization (SEO) and Search Engine Marketing (SEM) to your advantage.  And there’s no easier or clearer way to get your jumpstart than this webinar on Aug. 13 by Arbita’s acclaimed SEO/SEM guru, Nicole Bodem: http://aces.arbita.net/webinars/SEOSEMforRecruiters-aug09

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It’s not what you say, it’s what you DO (with your Personal Brand).

Last month, Blogger and Senior Executive Business Development and Operations Strategist, Jeff Plante wrote piece about branding in business and why it’s necessary and essential to “back up” up words with actions (within operations, policies and procedures)  in order to continue build a company brand and have it continue to be successful for an organization long term.  In his post on July 24, 2009 (read the complete version on his Growing Profits Blog), Jeff wrote:  

Branding, as a concept, is easy enough to understand. It is the process by which an entity takes certain actions and creates messaging around itself to project an image associated with the entity. The image that a person or company seeks to project is referred to as “the brand” in a company’s or person’s eyes.

He goes on to say:
Success in branding is truly about the journey.  In other words, a business has to be brutally honest with its own self when it comes to defining a brand. What is the image that comes to mind in the market when your company name is heard or signage is viewed or a product is purchased? That is the starting point. The end result point is aligning an executive leadership team and the employees on the brand or image you wish to be seen in this manner in the future. What do you want people to think? What do you want them to feel? When they hear the name of your company? 

A company that understands what a “branding campaign” is really about is truly interested in changing or improving its brand. It will embrace this understanding and will actually tie in its messaging and communications with company operations, polices and procedures that reflect and support this message!

A strategic plan associated with annual operating plans and which ties in the desired brand to specific improvements and changes in the company’s operations, policies and procedures that impact the external environment is a key approach.

The very same practice can and should also apply to every individual out there who is currently looking to build on and HAVE a well rounded and LIKABLE brand.  So I  have rewritten some of  Jeff Plante’s observations as it applies to building a great PERSONAL BRAND AND KEEPING PERSONAL PR in continuous movement.  Please keep in mind that I have learned a lot of this “the hard way” over the years, but glad that I went through what I did  via my own and my clients’ campaigns (especially in the last few years as the term Personal Brand started to come into play) to truly understand that it takes more work than just words to build personal branding, thought leadership and great publicity! 

Let me know what you think:

Branding, as a concept, is easy enough to understand, but it is the process by which a PERSON takes certain actions and creates messaging around HIS/HERSELF to project an image associated with “HIS/HER PERSON.” The image that a person seeks to project is referred to as “the brand” in THE EYES OF THE BEHOLDER.Success in branding is truly about A PERSON’S journey.  In other words, a PERSON has to be brutally honest with HIS/HER own self when it comes to defining HIS/HER OWN brand. What is the image that comes to mind in the market when YOUR (INDIVIDUAL) NAME is SEEN OR HEARD or YOUR POST/signage is viewed or YOUR PRODUCT is purchased? That is the starting point. The end result is  being able to get OTHERS  to align (your staff, your publicist, your agent, your colleagues, fans, attorney .. etc.) with YOUR brand or the image NOW and in the future. What do you want people to think or feel (even believe) when they see and hear YOUR NAME?

THE PERSON who understands what a “branding campaign” is really about is also truly interested in also providing a human spirit to as well as always developing, changing or improving upon THE PERSONAL BRAND.  A SUCCESSFUL PERSONAL BRAND will embrace this understanding as well as actually tie in THE RIGHT messaging and communication pattern with HIS/HER own personal (or company) viewpoints and concepts that reflect and support the message!

A strategic plan and a consistent campaign that ties in A PERSON’S DESIRED BRAND to specific qualities and practices that HE/SHE can offer on a consistent basis (again, WITHIN A BUSINESS OR CAREER PATH –for instance) to impact an external environment or audience in a positive way is THE  BEST approach TO BUILDING A BETTER AND  MAINTAINING A CONSISTENT PERSONAL BRAND THAT WILL SIMPLY DOVETAIL INTO EXCEPTIONAL PERSONAL PR.

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