shopping at home

CPGs With The Pandemic Disrupting The Landscape

by AdvertisingBrandingCPGs

The pandemic changed a lot of things for everyone. work from home

Consumers are not only living differently with COVID-19 health concerns, they are also working differently and shopping differently. That is if they can find what they are shopping for. This is affecting CPGs in a major way.

Consumers have been faced with panic when looking for toilet paper, paper towels, disinfectant cleaner, and wipes among other things. Consumers are working from home and doing more cooking than ever. With the hysteria of news reports urging people to have a 30-day supply of food in their homes at the beginning of the pandemic, consumers started shopping for items such as yeast, flour, and other baking items in addition to meat due to an impending shortage.  Shopping for these items quickly became like trying to purchase that Cabbage Patch Kid back in the 80s!

 

All of this had consumers literally buying whatever they could get their hands on, including a lot of private labels and some other off brands that they had never heard of.  They were even shopping at different retailers for these items, such as office supply stores like Staples for their paper goods and the corner convenience store for some disinfectant wipes if they could find them there. More than ever consumers are having to be creative in their shopping.  All of this in addition to those consumers who would only shop online increasing the need for better e-commerce technology for retailers and manufacturers to handle the increased demand. Without a doubt, brand loyalty was impacted.  See this article from Supermarket News which details the increase in store-brand sales due to the pandemic.

 

shopping at home

Again, 2020 really changed a lot of things for everyone. With consumers having to shop in erratic ways and forced to try other brands and private labels, it is increasingly important to communicate the unique features and benefits of brands and provide incentives to get them back. Advertising and promotion are more important than ever as things are slowly getting back to a “new normal”.

 

 

 

 

 

tiktok

Can Microsoft save TikTok?

by AdvertisingMobile AdvertisingSocial Media

tiktokTikTok is relatively new to the social media landscape. And it could be gone next month.

The US government recently gave the Chinese internet company ByteDance 45 days to sell TikTok or the app will be banned in the United States. Microsoft is negotiating to purchase the app, but serious competitors are moving in to steal its audience.

TikTok has been under scrutiny in the U.S. and around the world for months now over concerns that the Chinese government can access its user data.

India banned TikTok at the end of June, citing data security concerns. This was a massive blow, as India’s 200 million users were the company’s largest market outside of China. The app was banned on many U.S. government smartphones in 2019, and in early July, U.S. Secretary of State Mike Pompeo said that the U.S. was considering banning the app.

In late July, President Trump’s reelection campaign started running ads against TikTok on Instagram and Facebook. The ads state, “TikTok is spying on you,” and “WARNING: China is spying on you.” They lead viewers to a petition to ban the platform in the United States.

However, TikTok reportedly has more than 100 million U.S. users. Banning the app might result in anger toward the administration ahead of the presidential election. Allowing a company like Microsoft to purchase the app might be a win-win for the administration and for TikTok.

Such an acquisition would make Microsoft a major competitor in the social media market. Microsoft already owns LinkedIn and Xbox, but does not have a service that can compete with Facebook, Snapchat, or Twitter.

TikTok also recently launched TikTok for Business to increase the app’s appeal to advertisers. And if Microsoft successfully purchases the app, it could secure TikTok as a key platform for advertisers to reach young people.

Though Microsoft might keep the app in the United States, scores of TikTok creators and users have already left the app and found alternatives.

One rival, Triller, recently passed TikTok and Snapchat in the app stores. TikTok stars with tens of millions of followers have migrated to Triller. Many celebrities such as Cardi B, Chance the Rapper, and Eminem have used the app to spread their music.  Triller has also raised hundreds of millions of dollars from investors. The company plans to use these funds to boost its marketing, improve its platform, and entice TikTok influencers to join the app.

Meanwhile, Byte, a new app by one of the creators of Vine, has seen a surge in downloads. On July 9, Byte passed TikTok in the Apple App Store, with 622,000 installations.  The app’s audience is mostly Millennials and members of Gen Z who are fans of Vine, but it is also gaining users at TikTok’s expense. Dom Hofmann, Byte’s creator and one of the founders of Vine, aims to avoid the pitfalls that led to Vine’s demise in 2016. This includes ensuring that revenue is shared with content creators on the app.  Byte lacks many of the features of TikTok, although the company has announced new updates which will give its users more options.

Both Byte and Triller’s downloads spiked at the end of July but their audiences are still far smaller than TikTok’s 800 million users. However, there is a TikTok competitor that already has a large audience: Facebook.

Facebook plans to compete in this arena with its new Instagram Reels. Unlike Byte, which emulates Vine, Instagram Reels will be more like a copy of TikTok.

Facebook plans to release Reels in the U.S. in early August. The company has already tested the feature in India, France, and Germany. On July 20, The Economic Times reported that Facebook signed a licensing agreement with the Indian Performing Rights Society. This will give Facebook and Instagram users access to music they can incorporate into videos they create on the platforms.

If Reels takes any substantial share of TikTok’s market, it will strengthen Facebook’s dominance over social media’s largest and most diverse audiences. For marketers, this would be another reason to invest in social media and digital advertising on Facebook’s platforms.

It’s still uncertain whether Facebook, Byte, or Triller will successfully topple TikTok, especially if Microsoft successfully acquires it. Marketers and advertisers should follow these companies to ensure they effectively reach young audiences.

 

James Neidhardt is currently a member of the SCG’s Amplify Team.

 

diversity

Diversity has taken on a whole new urgency. Are you ready?

by Human ResourcesRecruitment Advertising

diversity

 

 

A remote workforce. Mass layoffs. Thousands of furloughs. The Covid-19 Pandemic created unforeseen challenges for Human Resources professionals. Then, the George Floyd tragedy changed everything. Protests brought renewed focus on social justice and an immediate and serious review of diversity in the workplace.

 

Employee reviews on Glassdoor from the week of May 25 to the week of June 1st highlight related topics spiked by 63%. That huge jump is proof that even with the extreme pressures talent acquisition professionals are under, they need to move diversity to the top of their priority list.

 

Unfortunately, more times than not clients ask for a proposal on diversity, then shelve it for another day. Turns out talent acquisition professionals should take their inspiration from Walt Disney. Known as a creative genius, he could also be very practical – like when he said, “The way to get started is to quit talking and begin doing.”

 

Great advice because talking alone does not solve the issue. It takes commitment to a strong mission supported all the way to the top of an organization, a healthy budget, and good strategic planning.

 

So, what would a comprehensive diversity plan include? Below is a starting point for developing your campaign.

  1. Review and update your company career page and social media. Make certain that all things diversity are being shared.
  2. Develop a campus recruiting program. Start with researching schools in your recruiting area that have a high percentage of minority students and offer majors that feed your core positions.
  3. Advertising your brand across a strong diversity network that will continuously distribute your jobs to the appropriate sites will help in building a pipeline of candidates.
  4. Develop active relationships with appropriate associations. Remember: many of these organizations will have state chapters.
  5. Attend your area’s diversity career fairs to show your support.  In today’s covid-19 world this will most likely be virtual.
  6. Organize ERGs (Employee Resource Groups) for diversity groups which will provide support, enhance career development, offer professional networking opportunities, and personal development in the workplace.

Let’s have a serious conversation about diversity and how we can help you design and implement a plan that will put you at the forefront of diversity recruitment.

 

 

Colleges and Universities Scramble To Minimize Financial Losses

by AdvertisingEducationMarketing

Colleges and Universities

College enrollments have been steady.
Then, came the virus.

 

Our nation’s colleges and universities are suffering deep financial wounds as the COVID-19 pandemic enters its sixth month. The devastating results show institutions scrambling to thwart large financial losses and even for some small colleges the possibility of closing.

How large are the losses facing higher education? An ABC News report showed unthinkable numbers. University of Michigan’s three campuses, for example, will see $400 million to $1 billion in losses, while California’s university system lost $558 million in March alone. A major portion of the losses to date stems from rebates on meal and housing that was unused due to campus closings.

 

So, going forward, it will be more important than ever for schools to focus on capturing a larger market share – getting a larger slice of a shrinking pie. Fortunately, despite a decline in the college-age population nationwide, college enrollments were at least remaining steady.

 

Statista, a leading provider of market and consumer data, showed public and private college enrollments have hovered around the 20 million mark since 2015. The year 2015 showed 19.99M while 2020 was forecast slightly lower at 19.75M.

 

However, that was before the COVID-19 Pandemic struck and drastically changed the college experience.  Sadly, The American Council on Education estimates a 15% drop in fall enrollments costing colleges and universities $23 billion in lost revenue.

 

Even more daunting, SimpsonScarborough, a higher education research and marketing company, is predicting a 20% loss in enrollment based on a survey of 2,000 college-bound high school seniors and current college students in March.

 

Finally, as students are preparing to go to college (or not), admissions professionals are doing a variety of things to keep their enrollments up.

Here are a few:

  •      Extending acceptance deadline
  •      Waiving deposits
  •      Early access to the waitlist
  •      Insurance against dropping enrollment

 

There’s so much more to this dynamic situation. As the difficulty in attracting a larger number of potential students climbs, it would be wise to have a partner with experience in the higher education market. If you are an Admissions professional, SCG would like to continue the discussion with you.

 

 

 

Contact Tracing

Contact Tracers: The New Normal for Local & State Health Departments

by Contact TracingHuman ResourcesRecruitment Advertising

An unprecedented recruitment challenge

Contact Tracing

 

They’re not new. In fact, contact tracers helped defeat SARS in 2003-2004, and are used regularly by health departments to combat HIV, measles, H1N1, and even Ebola.

However, the incredible size of the contact tracing workforce will be the new normal as experts say that the Covid-19 Pandemic has created an explosive need for an army of these health detectives. Where now there are approximately 2,000 contact tracers across the nation, it is likely we will be needing a total force of 200,000 to 300,000.

 

This is an astounding number for a job that up until now has not been researched by the Bureau of Labor Statistics and a major recruitment challenge for our 50 states, 16 territories and thousands of local health departments – not to mention large corporations that may want their own to ensure the safety of their employees.

 

Experts believe that contact tracers will be integral to preventing a second wave of the invisible enemy. That is why the CDC says, “The time to start building the trained workforce is now.”

 

If you are not familiar with contact tracing (and we bet you are not) here is how it works. The positive person is interviewed by an investigator who then reaches out to those contacts suggesting 14 days of isolation and collecting information on others who have been within six feet for 10 minutes or more of the contact.

 

Some of the states are getting a head start on putting together an effective contact tracing team. Massachusetts is looking at a team of 1,000, New Jersey could have as many as 7,000 while California is putting together a team of 10,000 contact tracers. This is while many states are looking at creative ways of filling these critical roles.

 

If you are a Government Health official, Healthcare Administrator or Talent Acquisition professional with an urgent need to hire high-demand individuals as contact tracers, there is one way you can stay ahead of the hiring curve.  Contact SCG.

 

As a valued client of SCG, you will have the power of an award-winning company with 60 years of experience in public relations, research, advertising and association management.

 

More importantly, we have extensive experience in Recruitment Marketing – handling millions of jobs in all industries including extensive experience in health care and government. By using the PESO model of Paid, Earned, Shared and Owned media, we have the tools to work with your marketing and HR departments to scale up quickly and deliver results.

 

The bottom line is, we have the tools and the experience that equip us ready to hit the ground running to meet your Contact Tracing recruitment challenge. Contact Mike Gatta, Vice President, National Development at mgatta@scgadv.com or call (856) 795-7391 ext. 149.

 

Related information click here.

 

 

 

Recruitment Insights – Coronavirus 4/13/20

by Community AwarenessHuman ResourcesRecruitment Advertising

 

 

April 13, 2020

Coronavirus Brings Record Jobless Claims

The Coronavirus Pandemic has had an immediate impact on a job market that was at record unemployment lows just two months ago. Nationwide unemployment in February was 3.55%, jumping to 4.44% in March. April will assuredly be even higher

 

Some Major Hiring Initiatives During The Pandemic

Although much of the focus has been on mass layoffs across the country, there are some that have needed to step up recruiting efforts as they are being overwhelmed.

 

Retirees Are Being Sought After

Even with a huge number of talented individuals are available for hire, both the U.S. Army and the U.S. Postal Service are pursuing retirees to fill their rising hiring needs.

 

Your Employer Brand During the Pandemic

During these difficult times layoffs, furloughs, and preserving as much of your current staff as possible are front and center in your efforts. However, you must remember that what you do now will have an impact our your employer brand for years to come.

 

 

 

Recruitment Insights – Coronavirus 4/3/20

by Community AwarenessHuman ResourcesRecruitment Advertising

April 3, 2020

Job Losses by State

Due to the Coronavirus Pandemic the nation has seen the number of jobless claims reach the highest level in our history over the past two weeks.

• The 3.28 million reported last week was four times greater than any week ever but did not affect states equally. See the chart here.

• A staggering 6.6 million filed new claims this week. See the week to week percentage difference here.

• Another look at the impact of the huge jump in unemployment claims by state. Study the map here.

 

Industries Affected by Coronavirus

Layoffs are coming at a more rapid rate than ever. Some industries felt an immediate impact and are still reeling. Look at the impact on different industries.

• Food & Beverage felt the immediate and powerful impact of the Coronavirus Pandemic. Here is a graphic that shows how they compare with other industries.

• Three most decimated industries.

 

Hiring During the Coronavirus Pandemic

There is no doubt that the coronavirus is creating joblessness in most all areas throughout the nation. However, there is a high level of hiring, too.

• Companies still hiring in Philadelphia.

• Here is a list of companies hiring in Atlanta.

• Hiring still going on in Tampa.

• Companies hiring in San Diego.

• Essential retailers ramp up hiring in New Jersey.

 

Recruitment Insights – Coronavirus

by Human ResourcesRecruitment AdvertisingUncategorized

Industries Affected by Coronavirus

The Coronavirus Pandemic has brought an otherwise strong jobs environment across the United States to the brink of potentially massive layoffs. However, it is essential to understand that industries are not affected equally.

 

Regions affected by the Coronavirus

The Coronavirus has affected the jobs of millions of Americans. So how are some of our regions faring during the pandemic?

 

News of interest about the Coronavirus economy

True to our “can do” spirit, there are a variety of great things happening during this pandemic.

  • Joann Fabrics is using its classrooms and supplies to mobilize crafters across the nation to help protect healthcare workers.
  • 16 companies working on the vaccine or treatment.
  • Crucial maintenance work to our nation’s trucking industry is still on the move.

 

Trendwatch-R-16x9

SCG Trendwatch: Recruitment Industry News & Insights – February 2020

by Human ResourcesRecruitment Advertising

Trendwatch

Welcome to your monthly round-up for busy HR professionals. Each month, we share the latest news, strategies, tools and trends affecting the recruitment landscape. Check in each month for the latest updates from all over the web.

Fortune’s 2020 List of the 100 Best Places to Work Is Out, and Here’s What It Reveals

On February 18, 2020, Fortune Magazine released its 2020 list of 100 Best Places to Work for. With some companies finding a spot on the list for years in a row, we assess what has made the top five companies the best place to work in 2020.

When we talk about the future of work and the elements that embody it, these companies offer at least some of the key elements that comes together to deliver a top-notch employee experience. For instance, most companies in the top 10 offer telecommuting options, while others offer fully-funded health insurance. Workplace diversity is also a priority for them, with a higher minority and female representation.  Read more…

What does the Kronos and Ultimate Software Merger mean for HR?

​Users of Kronos and Ultimate Software—two of the largest HR technology vendors—may want to get in touch with their account representatives. The two companies have announced a merger, creating the largest pure HR tech company by market share, which could bring changes and new possibilities for customers.   Read more…

Hireology Simplifies Automotive Hiring With New Mobile App

Hireology, the leading recruitment CRM for multi-location, decentralized enterprises, announced a new mobile application, available this summer.

The mobile application will enable hiring managers to engage candidates on-the-go, hire faster and avoid losing applicants to competing job offers in a tight labor market. The app will be available to all customers and included in the base subscription price.  Read more…

Sourcing Reddit To Find Unique Teaching Candidates

In the world of test prep, the hardest talent to find and keep are MCAT teachers. It’s our biggest book of business and therefore, the highest volume of classroom and tutoring assignments that we fill.  We need to hire a lot of MCAT (Medical College Admission Test) instructors but what makes this pursuit doubly hard is the industry’s turnover rate.  This means that we are sourcing constantly. Read more…

How Chatbots Are Revolutionizing the Hiring Experience

It is no secret that applicants often feel burned out by the job application process, especially when 65 percent of them report never or rarely receiving any notice on their status. This lack of communication can render people dehumanized and fatigued, and it also can leave them with a negative view of these companies. Not only will that opinion prevent them from further interacting with a company, but they are likely to share their experience with others. Read more…

Recruiting firms say employers need to raise wages

Most recruiting firms (77%) responding to a recent survey said employers must raise wages to compete for qualified talent in 2020. Forty-four percent said this need was one of their top three hiring challenges for the next three to five years, up from 30% last year, according to findings released by cloud-computing company Bullhorn Jan. 28.  Read more…