Targeting Talent

The Art of Targeting Talent: A Modern Approach

by AdvertisingMobile AdvertisingOnline StrategyRecruitment Advertising

Targeting Talent

Targeting talent can be a multifaceted concept. It can mean precision, broad grouping, or envisioning an ideal end result. However, one thing is clear: without a well-defined target, especially when it comes to attracting talent, your efforts and resources may not yield the desired results.

In today’s digital age, where talent interacts with media, content, and other forms of engagement in unprecedented ways, it’s crucial to move beyond traditional guesswork. We now have more insights than ever into candidate behaviors, including what they consume, how they engage, and when they are online. This knowledge offers a powerful advantage in crafting meaningful outreach.

Gone are the days of vague targeting. While broad branding and general social content can still play a role, when you’re seeking a specific skill set or audience, it’s essential to do your homework. Understanding your target demographic opens up numerous opportunities to position your message, brand, and opportunities precisely where they will be most effective.

Instead of relying on assumptions about where your audience might be, flip the script. Identify your ideal candidate first, then find them online. Avoid the “post and pray” approach. When targeting talent utilize a variety of resources and targeting tactics to ensure your outreach is as effective as possible:

  • Contextual Targeting
  • Behavioral Targeting
  • Cross-Pollination Targeting
  • Interest, Title, Competitor Targeting
  • Lifestyle Targeting
  • Life Event Targeting
  • Lookalike Audience Targeting
  • In-Market / Out-of-Market Targeting
  • Search Activity
  • Demographic Targeting
  • Geographic Targeting (including Geofencing & Geofarming)
  • Retargeting/Remarketing (for those who have previously engaged)

The key is to leverage your knowledge about your ideal audience to precisely target across their digital footprint. Ensure that your efforts—whether they are ads, branding, messages, or social content—are hyper-focused and intentional.

Naturally, targeting is a crucial step in the process. However, it’s equally important to ensure that your messaging, candidate experience, and measurement efforts are up to par. Effective targeting alone isn’t enough; you must also focus on crafting a compelling message, optimizing the candidate’s experience, and rigorously tracking your results. This ensures that not only are you reaching the right talent, but you are also successfully engaging and attracting them.

In conclusion, while it might be tempting to rely on a single source or approach, the digital landscape can be overwhelming and complex. To attract the right talent and stay competitive, it’s essential to approach your strategy with effort, an open mind, and a willingness to adapt. If you lack the resources, support, or expertise to implement such strategies effectively, seek professional help—it will pay dividends in the long run.

These odd things we call “Clichés”

by AdvertisingMarketingPersonal InterestPublic RelationsUncategorized

Despite being etymologically rooted in French, clichés have become integral both to written and spoken English. “Think outside the box,” “low-hanging fruit,” “read between the lines,” and my favorite, “break a leg,” are popular examples of the thousands of clichés populating – or polluting – the world’s most flexible, widely-used language.

 

While expressing common, even universal experiences, clichés impact our language in a way that’s decidedly mixed. Certainly, they’re responsible for encouraging lazy, unimaginative communication. Common clichés will inevitably slip into nearly everyone’s vocabulary, but too many of us fall back on them at the expense of more descriptive, nuanced usage. While helping ensure a degree of understanding, clichés also rob our exchanges of insight and vibrancy.

 

I’m addressing this topic because today, November 3, is Cliché Day. As a longtime communication professional with a specialty in public relations, I’ve spent decades excising clichés from my writing … while occasionally employing them for humor or intentional overemphasis. If this sounds like me balancing atop a figurative fence, it is — clichés are odd constructs. The degree to which they’re sometimes valuable and sometimes absurd seems to increase as our language evolves.

 

To me, the most compelling aspect of clichés is how they serve as a microcosm for the tasks my public relations, advertising, and marketing colleagues perform for our clients. Just as clichés provide familiarity, the tactics and content we employ must be easily understood by all intended audiences. Confusion about meaning would counter our strategic goals, yet we need to avoid boredom-triggering mundanity. Our content and means of deploying it must be imbued with cleverness and originality – with unexpected sparks that make eyes open wider.

 

It’s not easy. As with the use of clichés, we’re walking a tightrope … it’s a fine line. But it is what it is, and at the end of the day, it’s no walk in the park. So, we keep our eyes on the prize, aware that nothing worthwhile is ever easy, and eventually get ourselves over the hump.

World Communication Week 2024: Navigating the Digital Age

by AdvertisingMarketingPublic RelationsSocial MediaUncategorized

Back in 1988 – when digital tech was in its infancy – November 1-7 was established as World Communication Week by the International Association of Business Communicators. Since then, this week has become increasingly important, given the rise of social media and other forms of digital communication. Even when your organization is closed for the night or for a holiday, your brand continues to be seen by consumers online. In this 24/7 digital landscape, it is important to ensure your brand is available at all times, a unique challenge brought on by the advancing digital landscape.

 

World Communication Week has evolved into an opportunity to reflect on how we can enhance our communication skills in various facets of our lives.

 

Precision in the Digital Age

As communication becomes increasingly complex through digital mediums, the need for clear, precise messaging is vital. The shift to these mediums hinders the ability to express body language and tone, making precision all the more important for effectively communicating.

In response to these challenges, many organizations are turning to public relations to help ensure that their brand’s image is portrayed accurately. And, that their messages are clear and compelling. These challenges have prompted shifts in how we communicate, leading to notable trends that reflect the changes in the field.

 

Trends and the Rise of Short-Form Content

Trends in communication are also affected by these mediums and their limitations. It isn’t a secret that the attention span of the average consumer is lower than it was when World Communication Week was established. The rise of short form content across all platforms reflects those consumer preferences.

Visual storytelling on platforms like TikTok and YouTube are only part of it. Short messages are not only shared, but required. Due to character limits on X (formerly Twitter), Facebook, etc. This week should be used as a chance to consider how you are adapting. And, to make sure that your team is aligned on how you are approaching the task.

 

The Role of Public Relations in Digital Communication

As communication technology continues to evolve, the ability for organizations to communicate with confidence and clarity is more important than ever.

Public relations practitioners play a crucial role in optimizing communication for today’s digital world. They help organizations establish trust while limiting miscommunications.

 

About the author:

Justin Picciuto is a fall 2024 intern at SCG Advertising and PR. He is currently a senior Communication and Media Studies major at Montclair State University in Montclair, NJ.

 

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Streaming, OTT, Streaming ads

What the Rise of Ad-Supported Streaming Means for OTT Advertising

by AdvertisingMarketingUncategorized

Streaming, OTT, Streaming ads

Forbes recently published an article reporting the results from “The Harris Poll” 2024 streaming survey with the headline: “New Report Shows Streaming Viewers Warming To Ad-Supported Content.”

Personally, I think the majority of people are probably like me. It’s not that we’re warming to the ads, but we’re just not willing to pay extra for ad-free.

Check out these streaming stats:

  • 99% of all U.S. households pay for at least one or more streaming services (OnePoll 2024)
  • 56% of viewers stream 1-3 hours in a sitting and 40% binge-watch at least 3 hours at a time (HarrisPoll 2024)
  • 58% of viewers said they would watch ads if it meant saving the cost of an extra coffee per month (HarrisPoll 2024)

As streaming becomes more universal and prices continue to increase, more viewers are opting for the ad-supported plans, presenting huge opportunities for advertisers.

 

What is Over-The-Top (OTT) Advertising?

Over-the-top advertising refers to the delivery of ads via streaming media services that are shown directly to viewers over the internet, bypassing traditional cable, broadcast, and satellite TV platforms. OTT ads run on streaming platforms and reach users on multiple devices, including computers, mobile phones, gaming consoles, smart TVs, and any other device which can access streaming services. So when you’re binge-watching your favorite series on Hulu and you are forced to watch ads in the middle of your show, that’s OTT advertising.

You may also hear the term CTV, or Connected TV. While CTV and OTT tend to be used interchangeably, CTV technically refers to the device, in this case a Smart TV, streaming stick or gaming device, that is used to deliver the OTT advertising via a television screen.

 

Why Incorporate OTT Advertising into Your Strategy?

  1. Massive Audience: Reach people where they are spending majority of their time
  2. Advanced Targeting Abilities: Deliver personalized ads to viewers based on demographics, interests, geography and viewing habits.
  3. Ad Dollars Go Farther: Minimal ad waste due to targeting abilities and audience segmentation
  4. Increased Engagement: Reach viewers right on the screen they are already viewing, where most will not skip or change browsers.
  5. Cross-Device Targeting: Reach viewers across household devices increasing visibility
  6. Raises the Bar for Creativity: Viewers favor ads that are personalized, funny, short and feature catchy music or tell a story.
  7. Robust Analytics: Ability to track, optimize, and refine strategy in real-time and use data-driven audience insights
  8. Stay Ahead of the Curve: Capitalize on the technology and gain competitive advantage

 

Ready to get started? Let SCG help develop your OTT strategy and engage your audience in an exciting new way.

 

Read more on the streaming survey reports here:

https://www.forbes.com/sites/robsalkowitz/2024/03/12/new-report-shows-streaming-viewers-warming-to-ad-supported-content/?sh=6fdfcd52632d

https://www.forbes.com/home-improvement/internet/streaming-stats/

 

Based out of our Haddonfield, NJ office, Regina Liu, Director of Recruitment Marketing started her career with SCG as an intern and has been a part of the team ever since. She specializes in developing innovative talent acquisition strategies across various industries, with a focus on employer branding, recruitment advertising, and digital marketing. Additionally, she oversees the company’s social media efforts.

The History of Podcasting

The History of Podcasting

by AdvertisingMarketingPublic RelationsSocial Media

The History of Podcasting

The history of podcasting is celebrated each year on International Podcast Day. Each September 30th, over the past two decades we recognize a valuable opportunity for podcasters and their listeners to connect online.

There are various reasons for creating and distributing a podcast, with emphasis on entertaining, educating, and promoting. But whatever a podcaster’s purpose, creating and deploying a podcast can hold significant value for a brand, company/organization, or individual.

At SCG Advertising + Public Relations, I’ve had firsthand experience producing two separate podcasts, and I’ve learned much about crafting quality content that engages listeners while sounding as smooth as possible. Each episode I produce provides a learning opportunity for both my client and me.

Podcasts can be a powerful tool to help amplify messaging efforts and drive a conversation; they connect people with an audience that finds value in what the host is discussing.

Some fun historical facts about podcasting, according to InternationalPodcastDay.com :

  • The first modern podcast went live 20 years ago
  • The term “podcasting” was pioneered in a 2004 Guardian newspaper article
  • George W. Bush was the first president to have his weekly address delivered as a podcast
  • And … SCG can help you create your next podcast

 

I’m beginning to work on a brand-new project with the social media team to produce an official SCG podcast titled Coffee and Tea with SCG. We are looking to launch the podcast in early fall, and you’ll be able to listen to it on our website.

Threads

Threads Debut: A College Student’s Perspective

by AdvertisingMobile AdvertisingSocial MediaUncategorized

Threads

As we pass the one-year anniversary of Threads’ debut, let’s review what this platform is all about. Threads is a social media “app from Instagram where you can view and share public conversations” (Instagram Help Center, 2024). A post can be a “short piece of text,” photos, or a combination.

About a year later after Threads debut, the app has introduced several updates to enhance the user experience.

According to Embed Social, the July 2024 update included:

  • Side-Swiping Feature: This allows users to “train their Threads algorithm by swiping right on posts to indicate they want to see more of that kind of content” and swiping left to see less.
  • Enhanced Hashtag Functionality: A “#” button to change the way hashtags are used.
  • TweetDeck: Similar to X, the TweetDeck will allow “users to monitor multiple timelines when using the website version of the app.”
  • Independent Algorithm: Threads has implemented a new algorithm for its users, separate from Instagram to curate user’s feeds.

The app itself reminds me a lot of Instagram and X functions combined into one.

For this blog, I downloaded the app for the first time as I have never used it before. It feels like an extension of Instagram as many of the functions are similar. If a user knows the Instagram platform, then the Threads app won’t be difficult to navigate.

Demographics and Users

Despite these updates, Threads has not gained popularity among certain demographics, particularly my age group (college students between 18-22). This age group values larger platforms like Instagram and TikTok as they offer greater potential for posts to go viral.

As of August 2024, Threads has 190 million users, which was reached in May. 175 million users are active monthly (Cardillo, 2024). 37% of users are between 18-24, and 63% of users are over the age of 24 (Curry, 2024). Zuckerberg is currently focused on increasing activity over attracting new users, keeping app updates to a minimum. On the app store, Threads is the first on the “Top Free Apps,” as it continues to grow every day.

Threads has the potential to grow even more. Some may think it might be worth investing in the larger platforms as Threads is small, compared to Instagram’s 1.4 billion users (Statista, 2024), and TikTok’s 1.04 billion users (BackLinkO, 2024). However, Threads could be another opportunity for an organization to engage with key publics out there, as it is projected to grow by 33.9 million in 2025 (BackLinkO, 2024).

Opportunities for Businesses

Threads offers businesses a unique opportunity to reach niche, targeted audiences. Since there is a smaller population on the app, posts are based on niche topics/interests. Businesses can use the app to help gain customers, engage audiences or build brand awareness, especially if they are interested in connecting with a specific audience.

Although it may require additional steps to join another social media app, Threads could be important from a business perspective, depending on the audience you want to reach. If Threads helps you with your target audience, then it is worth the download. If your audience is not on the app, then you should pause and consider your options.

Digital Marketing, digital age, advertising

Intern Insights: A Gen-Z’ers Perspective on the Power of Influence in the Digital Age

by AdvertisingBranding

Digital Marketing, digital age, advertising

 

Representing the voices of Gen-Zers, I can confidently say our generation differs from those of the past that indulged in traditional marketing versus today’s digital age. Classifying a generation by its behavior toward trends and advertisements is impossible. A recent “report published by Juniper Research reveals 22% of all digital advertising spent in 2023 was attributed to fraud…” Although the internet has scams, this form of entertainment reaches billions of individuals just searching for their purpose.

Coming from an impressionable person, influence is the greatest marketing strategy, referring to the ‘word of mouth’ and influencer aspect of the term. Instagram presents its audience with many messages from sponsors. These sometimes-effective promotions interrupt my feed, forcing my attention away from my intended search.

Resembling organic posts, images, videos, or carousels, Instagram aims to provide relevant ads. Strategically showcasing a brand like “Holy Thrift” and its clothing on my timeline sparked immense interest. While sometimes these ads cause a mass disturbance, if done correctly, brands may find themselves successfully eliminating competition.

For Holy Thrift’s campaign, they posted original content boosting brand awareness. Despite the brand’s calculated performance in intruding on one’s browsing, Instagram ads are effective.

On the topic of influence comes the original influencer for students. In my case, it’s my parents. With encouragement from Mom and Dad, when things are promoted to aid my success on their social media– they will share this information with me.

Being accustomed to the swindles of social media, Gen-Zers know which companies have been involved in controversy. Parents, on the other hand, are sometimes like guinea pigs, unaware. If companies target parents of teenagers and young adults, their products can sell. I, for one, take every product my mother mentions with a grain of salt. She is more likely to fall into the deep deceptions of internet advertising.

While spending time with our neighbors, my neighbor Dave asked why my mom followed an irritating influencer. My mom responded, “She’s annoying but has really good Target finds.” We laughed, but it also made me realize why my mom is so infatuated by Target. I went along with her newfound interest without questioning it.

Recently, my friend Emily moved. While reminiscing, she mentioned the only thing near her new house was a Target. I replied, “What? Target’s the best!” This sparked a conversation about this multinational corporation, all influenced by my mom’s social media feed, proving the benefits both consumers and companies obtain from online advertisements in this digital age.

Pay it forward

Paying It Forward: How Appreciative Thinking Shapes Leadership in the fast-paced world at SCG Advertising and Public Relations

by AdvertisingPersonal InterestPublic RelationsSCG News

Pay it forward

 

In the fast-paced world of advertising, success often hinges not just on creativity and strategy, but also on the power of appreciative thinking and paying it forward. As the president of SCG Advertising and Public Relations, an ad agency in northern New Jersey, I’ve come to realize the profound impact that a mindset of gratitude and generosity can have on both personal growth and the success of our agency. In the 37 years of working in the industry, I have always used this forward-thinking approach to grow and achieve my position. At the heart of our agency’s ethos lies the principle of paying it forward – the idea that acts of kindness and generosity have a ripple effect, creating a culture of appreciation and collaboration that ultimately benefits everyone involved. This philosophy isn’t just a feel-good sentiment; it’s a strategic approach to leadership that has transformed the way we do business.

One of the most powerful aspects of appreciative thinking is its ability to foster strong relationships – both within our team, and with our clients. By taking the time to express gratitude for the hard work and dedication of our employees, we’ve built a tight-knit team that feels valued and motivated to go above and beyond for each other and for our clients. Our agency motto has always been to work as an extended family unit, holding on to employees and cherishing the relationship of those who have moved into new careers.

Similarly, cultivating a spirit of gratitude in our client relationships has been instrumental in our agency’s success. Whether it’s a simple thank-you note or a gesture of appreciation for their business, we’ve found that expressing gratitude not only strengthens our client relationships but also fosters a sense of loyalty and trust that is invaluable in the competitive world of advertising.

It might be a little old fashioned, but this way of thinking goes a long way.

Perhaps the most profound impact of appreciative thinking has been with my own leadership style. As the president of our agency, I’ve learned that leading with gratitude and generosity not only inspires others but also brings out the best in myself. By focusing on the positive aspects of our work and acknowledging the contributions of others, I’ve become more resilient in the face of challenges and more creative in my approach to problem-solving.

By promoting a culture of gratitude and generosity within our agency, we’ve not only created a positive and supportive work environment but also achieved remarkable success in our industry. As we continue to grow and evolve, I am confident that our commitment to paying it forward will remain at the heart of everything we do – driving us forward to even greater heights of achievement and fulfillment.

SCG police recruitment

The Challenge to Recruit Police Officers

by AdvertisingMarketingRecruitment AdvertisingUncategorized

SCG police recruitment

The events of 2020 led to changes in all areas of life, many of which we are still feeling today. In the recruitment world, one of the major impacts was an increased difficulty in the recruitment of police officers. For years, hiring police officers had already become a challenge; but it was accelerated by the COVID pandemic and George Floyd protests in the 2020.

 

Police departments across the country are severely understaffed and struggling to attract applicants. For instance, late last year the Philadelphia Police Department was down nearly 1,000 officers with another 600 set to retire in the next 2 years including 121 on a single day in January 2025.

 

At SCG, we’ve partnered with police departments to bring our expertise in recruitment advertising to address this challenge. Through interviews with officers, we gained an understanding of the different paths that led them to a career in law enforcement. For many of them, becoming a police officer was not their first choice and chose it because they were not satisfied in their current career; while others truly wanted to make a difference and help others in their community. We used this information along with feedback from the people within the communities being served to develop effective messaging that appealed to potential candidates who have not considered law enforcement as a viable career.

 

Creating an effective message was the first part of the challenge. Delivering it to the correct audience is just as important. To that end, our advertising included a blend of traditional (Indeed, radio, billboard, Facebook/Instagram) and non-traditional media designed to reach candidates through multiple touchpoints. We also incorporated media designed to specifically reach minority audiences that were under-represented in the police force.

 

Some of the more unique options we’ve utilized are:

 

  • Securing a NASCAR sponsorship featuring a car wrap
  • Advertisements and a recruitment table at local gyms.
  • Geo-fencing music festivals.
  • Endorsement from a retired professional athlete who is now a local media personality
  • Snapchat filters at targeted events

 

This forward thinking to look beyond conventional media combined with our expertise in developing a message that addresses each client’s specific challenges. Specifics are key to helping our law enforcement agencies in overcoming this challenge they currently face.

To read more on our work with law enforcement check out our other article on police recruitment and the NASCAR event for NJSP!

 

Advertising during March Madness

March Madness or Advertisement Heaven?

by AdvertisingMarketingSocial Media

 

Advertising during March Madness

March is here! To some, that might indicate Saint Patrick’s Day is near or even Palm Sunday. Yet there is a specific group of people that only care about March for one reason. March Madness. As a fan of March Madness, and a former collegiate athlete, I can appreciate the passion brought by fans each year. It’s inspiring to root for young adults who are particularly great at what they do. 

Despite the excitement it brings to fans, it also fills the pockets of athletes everywhere. Two major components factor in when talking about how much an athlete can make. First is a traditional endorsement. Sponsorships with major brands lead to an athlete being asked to model a product or post about it.  In turn, these brands hope to influence people to buy their products. 

The second, and fairly new way, is the NIL. It stands for “name, image, likeness” and allows collegiate athletes to cash in on their popularity. Brands will strike a deal with a player and it allows them to use their “name, image, likeness” in just about anything.

For instance, a college athlete might see his or her face in a popular video game. A NIL lets this athlete profit off the game and can also protect an athlete’s right of publicity. The right of publicity is generally used to protect against the misuse of an individual’s name, image, and likeness for commercial promotion. Most times NIL collectives help push the deals. NIL collectives are a pool of money donated to the school by rich donors and alumni that can help generate more profit for not only the schools, but also the players. 

There is also a vast difference between men’s and women’s sports. The women don’t make a fraction of what the men make individually, but females have higher engagement and better marketability on social media platforms. LSU women’s win over Iowa in the final match-up averaged 9.9 million viewers, smashing the previous 5.7 million-viewer record for the NCAA women’s tournament set in 2002. It was the most-viewed men’s or women’s college game ever on ESPN+. Yet despite the inequality, both men and women athletes can still make more money off brand deals and endorsements than the price of their scholarships. 

So how does this relate to advertising and marketing? Due to everyone’s obsession with college sports, March Madness has become one of the most watched events in history. According to Sportico, ad spots during the championship game were priced between US$2.2 million and US$2.3 million, while 30-second units for the earlier rounds were bought for a few hundred thousand dollars. The brands buying up ad spots are not small brands either. Some of these companies include Coca-Cola, Capital One, AT&T, Buffalo Wild Wings, Unilever, and Nissan. The 2022 tournament amassed 1 billion in revenue and gained 35 new advertisers. Last year the top 10 brands that spent the most money, didn’t even bother putting ads into other sports. They waited to put their ad money into March Madness and spent 247 million dollars through the tournament. 

Now just because major companies are pushing out advertisements it doesn’t always mean that they are effective. Yet according to sports fans, a recent poll suggested that sports ads might be more beneficial than you would think. In a study from Marketing Brew, “Of all college sports fans surveyed, about 13% said they prioritize sponsor brands when shopping.” In the same study, “About 30% said they at least see college sports sponsors more favorably while they shop, even if they don’t automatically prioritize those brands.” These are decent numbers considering an article by INC found just 4 percent of consumers believe advertisers and marketers practice integrity.

March Madness has proven to become a major source of advertisement and income for a majority of industries but has the concept of marketing the youth gone too far?