According to the Bureau of Labor Statistics, “7.1 million openings were available in February 2019, but only 5.7 million hires were made.” When there are more jobs available than there are workers, companies have to use effective marketing strategies like inbound recruitment to sell your employer's brand to a job seeker. Applying for and accepting a job is a big decision, so nurturing leads who are interested in your firm is paramount.

More and more companies are wrestling with the questions: Should your brand take a stand? What are the potential benefits? What are the risks? How do you decide? In this blog post we'll look at these questions.

A company blog helps you connect with customers and prospects by providing useful content that can be found through search and promotion. Its many content marketing benefits include increasing your online presence and engagement with an ROI better than online advertising. Let's look at why (and how) to blog.

How can you quickly and safely create the images you need for your blogging and social media efforts and avoid common copyright risks? Unless your talents include professional photography or graphic design, it can feel like a daunting task to create a steady stream of appealing, relevant images. Yet using visuals someone else made creates a significant risk for marketers because it exposes you to copyright infringement lawsuits and fines. Let’s look at how you can meet the constant demand for fresh, engaging visuals quickly and safely while avoiding common copyright risks.

Consistency is king when it comes to using your branding colors across all mediums, including your website. But designing for legibility and readability across all mediums can be a neglected or unexpected challenge. Have you ever tested your color usage for an acceptable contrast rating for accessibility? Let's look at how to do this, plus some simple steps to ensure your color contrast ratio will always meet accessibility standards.

Consistent values-based communication. I believe everyone benefits when a mission-driven business or nonprofit focuses on words, messages, issues, and strategies that emphasize shared values. So when my 14-year old grandniece asked me “Why?” -- the question brought me up short.

When you think branding, what comes to mind? Logos, colors, the name of your company, your company tagline — but how about sound or audio? As the popularity of Alexa and Google Home help drive the increasing use of voice and audio streaming, sonic branding is becoming more important. It's an often overlooked part of your business identity and an opportunity to reinforce and extend your brand.

As the website owner, you want to be sure your investment in developing a new website is going to improve your brand awareness and return on your investment. You don't have to be a tech guru yourself to pay attention and ask your website developer questions. Here are seven important steps you can take with your developer to ensure success.

The current wave of infographic usage is only gaining momentum. From social media to corporate reports and even the evening news, you’re seeing these information graphics everywhere. They are a visually appealing package of pictures, numbers and words that can tell us the all-important facts in an instant. It’s the perfect content condiment to spice up your message and help your audience digest the data.

Images, videos, sound bites, and other media are great ways to cut through the clutter online for small businesses or nonprofits. But a common mishap we often see with our clients is that all of those assets are only stored on social media where they were first used. On the surface, it may not seem like that big of a deal, but in reality, you’re severely restricting your ability to repurpose that content in the future. You never know when a certain photo could be useful for another medium or campaign — and your mantra is to make the most of your limited resources!

The more you know, the harder it is to remove the curse of knowledge from your writing. After years of education and experience in your field, you may no longer even notice when you’re baffling others with the concepts, obscure language and shorthand of your daily life. But though your prospects and clients may not know something you know, they are smart and sophisticated and they will seek out a professional who’s easier to communicate with if you don’t clean up your language.

Considering a new website? Your goal is a stunning and hard-working new website in a process as smooth as possible. Miscommunication or conflict with your website developer can quickly torpedo your goal. Here are some questions to ask to make your job (and the job of your web developer) simpler and more effective as project partners. Every unanswered question can add risks and costs to your project.

You may think your local nonprofit cannot use flashy campaign tools to set your organization apart. You may think those tools are for businesses and big organizations and since you’re a small nonprofit, then these strategies either won’t work or aren’t appropriate for you. But social currency is an often-overlooked asset that can be powerful for small nonprofits.

Do you need a high-quality video for your small business? Don't hesitate because you worry about breaking the bank. If your business has a fan or two that loves your services, you can make a great testimonial video on any budget. Employees who love their job with you are also perfect for testimonials.

Testimonials are a powerful way to build credibility and trust for a mission-driven business, whether you do it yourself or with the help of a production company. Let’s look at how you can get a useful testimonial with good video production quality and not a lot of money.

Last week in a client meeting I was asked a string of marketing questions that I have been asked many times before.

“Is that a good open rate, a good click-through rate?”

“How much do others spend on digital advertising?”

“How are we doing compared to your other clients?”

What’s behind these questions are deeper issues—questions that everyone who works in a mission-driven organization wrestles with from time to time—“Are our results sweet or just so-so?” “Are we doing a good job?” Or more formally, how do we benchmark our marketing performance?

There are over 1 billion people around the world with disabilities, who have a combined spending power of approximately $6 trillion. This includes conditions we don’t necessarily think of as a disability, such as dyslexia, arthritis or chronic back pain. To exclude these people from your products or services due to a lack of usability in your website is financially unwise, plus has multiple flow on effects you may not have considered. Here are some compelling reasons to get on board with accessibility, and tools that can simplify the process.

It often happens this way. First I hear a book author on NPR talking about an interesting subject, then the issue comes up with friends, and then just before the subject is about to slip from short-term memory, I see the book. So it was recently when I saw The Checklist Manifesto: How to Get Things Right, by Atul Gawande at my local library. The book got me thinking: Can the secret of marketing strategy be found in a checklist?

Here’s the bottom line. If you’re not making online video content for your business, you’re falling behind. Trends have been steadily shifting toward more video, especially on social media. Video is becoming, or in some places has already become, the preferred delivery method for content by people all over the world.