Graduate business school recruiting is a high-stakes game, considering students may easily pay $100,000+ for an executive MBA program. And with 6,000 business programs around the world vying for top candidates, higher ed marketers need every advantage to reach prospects. Until fairly recently, marketers have concentrated on email campaigns to generate leads among known prospects – a hit-and-miss strategy since many prospects either don’t share their email address or don’t open the messages they receive. Social media has provided business schools with new ways to reach potential candidates. According to GMAC’s 2016 mba.com Prospective Students Survey Report, 96% of prospective students use social media and 67% use it to learn about graduate education opportunities. LinkedIn is proving to be marketers’ digital platform of choice for reaching high-quality candidates. With its emphasis on professional connections and career advancement, it’s a natural gathering place for those who might be most interested in prestigious business programs. In addition, a recent study showed that for half of the respondents “friends, family and peers were most influential when considering further education — second only to the institution’s website. And professional networks were twice as influential as personal social networks.” And as candidates look to their LinkedIn connections for guidance, marketers are able to engage prospective students through relevant content and gradually encourage them to move through the enrolment funnel.
Any organization, despite the industry, is tracking metrics day in and day out. These metrics play a significant role in the organizations overall performance, and every organization tracks and monitor some type of performance metric, these areas could include: sales, finance, social media, marketing, lead generation, consumer data, and the list goes on. These metrics are vital for the organization to improve in those areas and their overall performance and can also be used to increase customer satisfaction, customer retention, revenue and employee performance. Without metrics, these organizations would be left without key consumer data, have a challenging time marketing their products or services, understanding their consumers, tracking sales and revenue, and their research and development would slow down tremendously. Metrics support and improve the overall performance of organizations, that is why Metroland Media remains one of the media industry leaders in Canada, due to their strong metric management.
When we think of social media, we often envision the curved necks, hunched shoulders and bent elbows of mobile phone users. These active, engaged audiences are liking, following, tweeting, and pinning their way through the day with ease. Social media provides incredible opportunities to create engaged communities. And companies are increasingly considering how to leverage these technologies to strengthen, widen and deepen their reach among a key stakeholder group: their own employees. Would it be possible for employees to feel as engaged using social media at their place of work as they do on their mobile devices during leisure time? If so, how can companies develop a robust, successful employee involvement strategy around social media; the kind of strategy that could be a game-changer when it comes to reaching the highest heights of internal collaboration and external recruitment? Exchange Solutions, a software solutions company in Massachusetts and Toronto, has discovered some novel ways to promote the use of social media and technology tools to improve talent attraction, and increase collaboration across their organization.
Nowadays, social media is part of our daily life. People want to share their everyday experiences with others: they study and work in different cities, they fall in love and relocate to different countries, traveling becomes the normality for leisure and for business, a quiet month in your hometown is an exception. Social media allows us to stay connected with our families and friends; it allows to share our experiences, no matter where we are. Social media also serves as a platform for new opportunities. Businesses advertise new positions and promote their products, employees of the companies re-post and share information with their peers. The best insights for the business of an organization are gained from the inside of that very same organization. Many companies understand this and try to use social media to tap this potential. For global companies with different offices around the world, social media is also an opportunity to connect and engage with current employees. Booking.com is one such international company that uses public Social Media in different ways: it (1) engages with current and future employees by posting the latest news about the company, (2) promotes new positions, (3) engages current employees to share their experiences about the roles, the cities they live and work in, and their experience of relocating to a different country or a new city for a new position, (4) share their passion for traveling.
Accor Hotels is a world leader in hotel management, with more than 3500 hotels in the world, their well-known brands include Sofitel, Fairmont, Novotel, Ibis Hotel, Pullman, and more. When it comes to customer engagement, Accor is strongly committed to providing individualized, memorable customer experiences that fully integrate the use of social media to engage the customer. Accor understands that through heightened customer engagement comes heighted customer loyalty and ultimately, heightened corporate revenues. Accor is continuously looking for innovative ways to further engage their customers in order to provide the ultimate customer experience that will have them returning again and again. Given the ever increasing competition for customer attention, Accor has embraced social media and has become a global leader in digital presence focusing on multi device engagement with emphasis towards the management of its on-line reputation.
LinkedIn is the world’s largest and most disruptive professional network with over 467 million members in over 200 countries and territories. When I tell people I work at LinkedIn, one of the most popular questions I receive is whether our environment is like Google… then I get asked whether we’re hiring. (The answer to both questions, I would say, is yes.) We are a dynamic company that is fiercely proud of our culture. One of the easiest ways for us to show who we are – beyond the company that sends out connection requests – is by using our hashtag #linkedinlife. Created in early 2015, #linkedinlife has moved beyond LinkedIn into other social platforms, and is being used by employees all over the world to demonstrate the breadth of our culture and our humanity beyond the work we do.
In our age of digital marketing where there are so many social media options to choose from, one community library is finding success through their development and use of videos. In addition to using Snapchat, Twitter, LinkedIn and Instagram, the Pickering Public Library is including short, in-house created videos in their Facebook Page, YouTube channel and website to communicate upcoming events, new programs and services, fun facts and promote client engagement. These videos have become quite popular in their community and beyond. Donna Moritz of Social Media Examiner attributes the rise in popularity of short video social media content to how “snackable” they are, as a quick visual method that grabs our attention, “Short videos suit our busy lives, brief attention spans and the need to consume content easily and quickly. Because fans are consuming content via their mobile devices while they’re on the go, the shorter the content is, the better.”
Even if you’re not in the market to buy or sell a home, you’ve likely had your eye caught by a realtor’s face on a bench sign, bus stop ad or other billboard-type promotion. It has been a successful exposure-gaining method used for decades by people in the real estate industry, one that has often been a strong step to gaining contacts for potential deals. But did you know that according to Realtor Social Marketing, 90% of home buyers begin their search online? Nicole Bafaro, Sales Representative with Sutton Group Heritage Realty in Ontario’s Durham Region, has successfully built her real estate career by venturing beyond the goal of simply making contacts; she is building and strengthening relationships through online client engagement within her community through her use of social media.
DB Schenker supports industry and trade in the global exchange of goods: in land transport, worldwide air and ocean freight, contract logistics and supply chain management.1 Globally they employ over 66,000 employees at over 2000 locations. Their Canadian operations account for over 1600 employees at over 40 locations. Roughly 3 years ago, DB Schenker started to utilize social media as part of their marketing strategy.
Social Media screening of candidates has become common practice in today’s fast passed recruiting process. Is it ethical, or does this behavior infringe on ones freedom of speech, and how efficient is it really?
Companies: Indigo, Facebook & Twitter Industry: Literature & Social Media Social Media, like technology, is changing constantly. If you go on a vacation for a week, it seems that your computer, TV, phone or any other personal device becomes obsolete. Social media is not much different. New channels are emerging all the time whether they are successful like Snapchat or… Read more »
Organization – Baanto International Ltd. Industry – Computer Hardware Contact – Avanindra Utukuri – Executive Chairman/CTO Web resources – Baanto, YouTube, Facebook, LinkedIn Baanto International Ltd. is a leading developer of innovative, high performance, and scalable touch solutions with eight (8) patents filed and twelve (12) in process. Baanto ShadowSense for touchscreen applications solves many of the technical issues that plague other touch technologies. ShadowSense touch… Read more »
Organization Name: SAP SE Industry: Software Web References: SAP.com Twitter Facebook SAP SE is a software company based out of Waldorf, Germany. SAP provides solutions in the space of enterprise software, which helps companies around the world, manage their business operations and customer relations. SAP operates in over 190 countries, affecting over 293,500 customers. Along with more traditional forms of… Read more »
Organization Name: Yellow Goat Design Industry: Lighting – Commercial References: Lightform, Klout, Yellow Goat Design, A live, glowing orb with shifting colours is only one example of Yellow Goat Design installations. What do you get when you cross an audacious goat with mammoth bedazzling light installations? Yellow Goat Design, of course. Yellow Goat Designs, founded in 1997, has been in… Read more »
Industry: Electrical Contact: Rob Fisher, Vice President of Marketing, Madison Electric Products References: The Brand Establishment myMadison blog Twitter YouTube LinkedIn tED Magazine (The Electric Distributor Magazine) Brad Huff Post Simply Measured Blog The challenge What began as a rebranding exercise turned into one of the most successful new product innovation programs that has garnered more than 400 suggestions, 7… Read more »
Industry: AV Industry Contact: Gary Kayye, founder, rAVe Publications, teaches New Media Technologies and Its Impact on the Future of Advertising, Marketing and PR and the Branding of Me at the University of North Carolina Web references: UNC School of Media and Journalism, rAVepubs, Twitter, rAVe Social Media Blueprint, We Are Social, 100 Customer Service Statistics You Need to Know, YouTube Few marketing tools… Read more »
Organizations: Business in Bare Feet, Nano-Nouvelle, Owner Media Group, Publet, TalentVine Industry: B2B Marketing Name of Contacts: Mark Phillips – Business in Bare Feet; Stephanie Moroz – Nano-Nouvelle; Chris Brogan – Owner Media Group; Christie Nicholson – Publet; Justin Falk – TalentVine, Web References: Publet Website, Christie Nicholson Nano-Nouvelle Website, Stephanie Moroz LinkedIn, TalentVine Website, Justin Falk LinkedIn, Business in Bare Feet Website,… Read more »
Organization Name: Wildcoast Adventures Ltd. Industry: Tourism – Kayaking Adventures Name of Contact: Kristen Mucha, Owner Web References: Marketing Examples, Wildcoast Website, Wildcoast Twitter, Louis L’Amour, Wild West, Wildcoast YouTube, Wildcoast Facebook, Wildcoast Pinterest, Stumbleupon, Wildcoast Google+, content marketing, SM marketing tips, Stumbleupon, Nielson White Paper, Flying the Nest Description: You may have heard we are still in the Wild… Read more »
Organization Name: Union Gas Limited Industry: Natural gas Name of Contact: Andrea Stass, Manager of External Communications and Media Relations Web References:Union Gas Website, TechTarget, Union Gas Facebook, Union Gas Twitter, Union Gas YouTube, Union Gas LinkedIn, TheVerge, Live Tweet Blog, Digital Surgeons, Canada’s Top 100 Employers, Comcast Business, Description: Union Gas Limited is a major Canadian natural gas storage,… Read more »
Organization Name: Kik Interactive Inc. Industry: Mobile Messaging App Name of Contacts: Heather Galt, Head of Marketing and Privacy and Paul Gray, Director, Platform Services Web References: Kik Website, Kik LinkedIn, PromotedChats LinkedIn, Kik Twitter, Kik Facebook, Kik blog, NBC article, bot article, CTV clip, 570 News, Wikipedia, Sound Cloud, Funny Or Die, Description: “Kik Me” – This may have been… Read more »
Organization Name: Igloo Software Industry: Computers/Technology Name of Contacts: Dan Latendre, CEO Andrew Dixon, SVP Sales & Marketing Jessica Bruce, Sales Executive Web References: facebook.com./igloo, linkedin.com/igloo, twitter.com/igloo, igloosoftware.com Company Overview: Igloo rose out of the tech hub in Kitchener Waterloo in 2008. A man by the name of Dan Latendre joined forces with a large tech genius, which most people know… Read more »
Organization: Wilfrid Laurier University Industry: Post-secondary education Contacts: Melissa Stephens, Laurier’s manager of marketing and communications – recruitment and admissions, firstname.lastname@example.org; Sandra Muir, Laurier’s social media strategist, email@example.com Web references: Wilfrid Laurier University and its social media accounts including Facebook, Twitter, LinkedIn, YouTube and Instagram, as well as other sources with links posted throughout this blog entry. Like any suitor… Read more »
Organization: Royal Roads University Industry: Post-secondary education Contact: Catherine Riggins, Director, Branding, Marketing and Recruitment firstname.lastname@example.org Web references: Royal Roads University, Future View microsite, marketingmag.ca, Facebook, Twitter, Cossette A BOLD MOVE Royal Roads University boldly abandoned its traditional print-media recruitment campaign recently and bet the near future on GoPro cameras, Google Glass and social media. The Future View campaign,… Read more »
Organizations name: Drone Research Industry: Nonprofits Website: http://www.droneresearch.org/ Every time you hear the words “social media” I bet your connotation is “marketing”; and yes, I am going to focus on marketing today, but would like to change the usual scope and concentrate in nonprofits and their ways to market their services an recruit new audiences. In order to get a… Read more »
Organisation name: Stryve Digital Marketing Industry: Marketing Contact: Sourov De, President Web References: Stryve Marketing Description of how social media is used for business performance Stryve Digital Marketing, (Stryve), is expertly harnessing marketing opportunities made available because of digital technology. Sourov De, President of Stryve, says his team is passionate about what they do, and succeeds by providing results-driven services… Read more »