Americans spent $200 billion online in 2011. The opportunity for retailers is huge--but you're not going to grab it with a DIY website.A report this week from Forrester Research confirmed what just about everybody in business already knew: Americans are buying online and they are buying a lot.The study reported that Americans spent more than $200 billion online in 2011 and projected that total would rise to $327 billion in 2016. The 2016 figure represents 9 percent of all retail sales (up from 7 percent in 2011).Among the report’s interesting findings:53 percent of Americans made an online purchase in 2011.58 percent are expected to make an online purchase in 2016.People believe they get the best deals when shopping online.Tablet devices like the iPad have spurred online impulse buying.If these stats don’t make you want to reevaluate your e-commerce efforts—and perhaps plan a redesign!—they should.An attractive, well-organized website, with a back-end that functions seamlessly and a shopping cart that makes the purchasing process as easy and intuitive as possible will do wonders for your bottom line.Ten years ago, building a quality e-commerce website was a highly expensive proposition. You had to hire an outside firm to do it. Today, businesses can use any number of open-source platforms to build a complex, yet relatively inexpensive e-commerce site.But just because you can do it yourself, should you?I say no
Employer branding is a relatively new discipline within talent attraction. The term was only coined in 1995, but since then the world has undergone a technological transformation. As a result, we are still discovering and exploring new ways to tell and share the stories that help us improve our chances of attracting talent.
Which channels to use? How to tap into employee content? How to measure ROI? As Director of Employer Brand at Indeed I’m lucky enough that I get to think about these possibilities every day and call it work. But I’m also lucky enough to know some recruitment marketers and employer brand storytellers at other firms who are tackling the same questions.
When it comes to employer brand, we can all learn from one another in this relatively tiny ecosystem. So recently I decided to ask some of these practitioners some critical questions related to employer branding today. I spoke with leaders at Delta Air Lines, T-Mobile, HomeAway, Banfield Pet Hospital and the consulting firm Proactive Talent. You can probably pick out some themes that apply to retail, hospitality, telecom, tech and most likely every other industry
We’ll be sharing more juicy answers related to employer branding in future posts, but for the first of these virtual roundtables, I asked a simple question: What’s your approach to employee-generated content curation versus creation?
Identify key influencers to boost the audience
Our people are our brand, and who better to express who we are than the people who live and breathe the roles every day? We have employees across the nation, and so social media provides an organic place for our team members to foster relationships and even engage directly with our senior leadership team (most of whom are active on social media themselves).
We identify key influencers from our employee base to help boost the audience for some of our content and to give us a view into what are our audience’s interests. For example, we launched our largest employee-generated social campaign this year with the #LiveMagentaChallenge. Employees had already been using the hashtag amongst themselves to share how they were integrating work and home life, and we wanted to build on the momentum they had developed and bring it to an even larger audience by boosting the employees’ posts.
We saw terrific engagement with the posts we boosted, and even more people chose to participate in the challenge. We also leverage some of these influencers for other employer brand projects, such as video testimonials, where our approach is to put the employee out in front as a representative of the brand — all we ask is that they bring their passion and insight to what they record, and then it’s our job to set up their content for success.
Employee advocacy tools can boost social sharing of relatable content
Employee-generated content has been somewhat of a challenge for us to capture. Due to the nature of our industry, we have…
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