Tuesday, May 8, 2012
With the recent release of Adobe’s newest Creative Suite, CS6, graphic design professionals are being pressured to increase their skills in order to stay competitive. According to LinkedIn, the demand for “Graphic Design” as an overall industry “Skill and Expertise” category has increased 8% since 2011. The increase for this growing skill set proves the imperativeness for creative professionals to stay up on emerging, in-demand trends. Now, more than ever, it is vital for candidates to recognize the hottest skills, and for companies to capitalize on the top professionals that possess these talents.
Adobes has led the way in innovative design and creative software for years, dictating the skills that the top Creative and Marketing firms desire. Originally launched on April 23, 2012 in San Francisco, CS6 offers a full-priced download ($1,299.00) as well as a much more affordable Creative Cloud Package. This subscription service offers users the option to purchase the entire suite for a monthly fee of $49.99 ($19.99 for students.) This incredible cloud offering perfects the ease-of-use for creative professionals while managing to also improve the technological capabilities of the program. This revolutionary product is predicted to drastically increase the number of Adobe users. The price and accessibility of the CS6 product increases the percentage of professionals that will invest in improving their skill sets to include all CS6 service offerings.
The prolific use of Cloud Computing, within recent years, has increased a sense of collaboration and community within the design industry. The adaptation to include mobile and tablet devices within the creative services realm has expanded the accessibility and user base of these products. This trend is not only increasing the sheer volume of professionals possessing these skills, but also creates a rising demand for these types of services. Due to this overlaying trend, Creative and Marketing firms are predicted to see a rise in creative and marketing candidates that possess “Adobe CS6″ as an advertised skill set. This proficiency will continue to be seen, not as a recommended differentiator, but essential to both creative agencies and staffing firms.
It is imperative for hiring managers to acknowledge and understand the most impressive and trending candidate skills - including the knowledge of CS6. The new Adobe CS6 Creative Suite includes 14 different applications in a combination of four distinct packages - Adobe Creative Suite 6 Design & Web Premium, Adobe Creative Suite 6 Design Standard, Adobe Creative Suite 6 Production Premium and Adobe Creative Suite 6 Master Collection. The packages feature multiple additions and improvements to the set of programs, including:
- Global Performance Cache: Ability to perform faster and more responsive functions by taking full advantage of your computer’s hardware
- 3D Camera Tracker: Capability to analyze 2D footage’s position, orientation and field of view in order to create 3D layers of illustration
- Fully ray-traced, extruded text and shapes: Allows simple design of geometric text and shape layers in 3D space
- Variable Mask Feathering: Features more precise tools in order to illustrate more realistic, moving objects
- Rolling Shutter Repair: Includes over 80 new and updated built-in effects to automatically repair shutter elements in video footage
- Pro Import After Effects: Allows users to easily import and edit After Effects into a variety of programs
- Improved mocha AE Workflow: Provides advanced planar tracking and rotoscoping tools
- Photoshop and Illustrator Integration: Progressive technology to continue integrating illustrator’s tools to produce seamless logos, text layouts and other graphics
A recent Adobe press release states, “Adobe Creative Suite 6 delivers a whole new experience for digital media creation, enabling you to work lightening fast and reach audiences wherever they may be. Creative Cloud will act as a digital hug allowing users to download and install every Adobe Creative Suite 6 application, to access online services for file sharing, collaboration and publishing, and to have direct access to new apps and features as soon as they are released.”
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Tuesday, March 20, 2012
First the good news, most employers (78%) say that they will hold steady with their staff for 2012, according to Abbey Lombardi in www.wantedanalytics.com (12/29/11). 18% will be expanding their staff and about 4% may reduce current needs due to business loss or redundncies in staff. This is MUCH better than we have seen in the past 4 years. Some of the key growth internationally is in the Asia Pacific, more specifically China. We are consistently seeing employers ask for “Mandarin speaking skills preferred” in candidates. Though the U.S. is seeing steady growth, it is not as aggressive as China is seeing.
Some of the more difficult job searches are for web development, user experience, mobile marketing, CRM research/analytics and social media marketing, according to Keith Cline (Inc. Magazine 12/19/11). These positions require specialized skills that are in high demand and consequently, pay some of the top salaries and pay rates. Recruiters are ALWAYS looking for these people and once they have people who have proven their worth in these areas, they keep them consistently working. This is the area where we foresee bidding wars occurring for talent.
Today’s process of finding marketing/creative talent has changed greatly from where we were just a few years ago. Traditional methods of newspaper, yellow page postings, magazine ads and job fairs do not have the same impact or attendance as they once did and therefore the results often miss the mark. Of course, this varies based on the skill set being sourced as well as the geographic resources available. Recruiting firms today rely on the digital platform, social media and word-of-mouth to get the candidates with the skills our clients demand.
Social media is a HUGE factor in finding today’s talent. Some of the more common sites are LinkedIn, Facebook, Twitter & YouTube. Each resource is unique in how the person’s information is viewed and perceived. LinkedIn is a great tool to find key employer experience, educational training, professional associations and built in recommendations of the person’s performance. Facebook is often used to verify a cultural fit with an employer. The notion that information on Facebook is private and it is okay to say or do whatever online is foolish. Anything posted on the web can be viewed by all. Some high security or government positions are including a review of personal Facebook sites as part of their personality/security assessments. There is state legislation in process now regarding individual rights and public need to know. Keep in mind, it isn’t just what you might say or pictures you post, it is also the company that you keep. Be smart about monitoring your Facebook wall and updates. There are options to potentially limit access to a broader audience that should be considered.
Recruiters are getting creative in sourcing talent. We find that sponsoring unique events that cater to a specific target audience can yield long-term benefits. Referral incentives are also seeing a surge again.
The absolute best way to find talent is by referrals from people you trust or from employees who are doing an outstanding job. It is who you know and who knows you!
Employers need to make sure to utilize internal referrals in securing new people. It not only can control your costs but it builds a team approach and makes them feel more invested in the company.
Today’s final takeaway is that digital is the platform to find talent and to be found. Constantly update your information so that it is relevant and current. Monitor your personal sites so that there are no surprises. It is okay to de-friend a person on Facebook if they are making inappropriate statements or propaganda that is contrary to your stance, even if it is “Aunt Sally”. It is a good thing to connect with others in your field on LinkedIn. It can improve your rating and also give you the appearance of being the person to know. It is not necessary to connect with a stranger that is outside of your focus or in a path that you do not want to follow. More connections are not better if the relationship is distant or non-existent. Report spammers IMMEDIATELY and protect your online image.
The digital pace is faster and much more detailed. Use it wisely and the payoff will be evident.
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Monday, February 27, 2012
Getting the job you want takes some preparation. In fact, today it’s considered the business of getting a job….and the business is about marketing YOU. As you know, marketing is about buying or selling a product in the marketplace. That is what you’re doing in your job search, except YOU are the product. But the best way to gather speed in your career is if you figure out a way to create your own personal brand that leaves a lasting impression.
What does it take to make an impression? People take away an impression of you from what they see and hear…and decide in an instant their perception of you. Here are a couple steps you can do right now to market yourself in your job search efforts:
- Step One: Decide your greatest skills. It’s important to be acutely aware of your skills and your strengths — especially ones that give you an edge over the competition. It’s more important to be able to articulate them and back them up with facts. Take time to practice how you will ‘sell’ yourself so when the time is right, you’re prepared.
- Step Two: Develop packaging and marketing tools to sell YOU. Make sure that everything you do is consistent around branding YOU….from your business cards, to your cover letter, to your elevator pitch, to your appearance, to where you network. You need to package yourself to make the impression you want. Recently, I read the resume of someone thought it made them appear very professional. However, when I met them in person, I got the opposite impression. Not only did they not dress professionally but they didn’t shake my hand and never sent a thank you note. They didn’t have a consistent brand.
Like Paladin, I help people brand themselves using marketing, creative and communications. The tips above are two out of the ten critical steps I list in my book, Marketing Yourself to the Real World: 10 SIMPLE STEPS to gain a competitive edge in the job market. These two steps form the foundation that you’ll build upon.
About Susan Caplan
Susan Caplanis a writer, teacher and skilled business communication and marketing specialist. She is an Adjunct Professor at Northwestern University teaching career development and a Career Advisor for the Kellogg Graduate School of Business Certificate Program. She speaks at universities, corporations, organizations and associations.
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Wednesday, February 8, 2012
Quick response codes have been in use since the mid-90s, but new ways to utilize this link between offline material and online content are being applied everyday. With no length, size or space limitations, it’s easy and cost effective to engage customers at the time when they are most ready to receive the information. Effectively tapping this marketing and communication channel can provide a competitive advantage in securing and strengthening B2C and B2B relationships.
Going beyond the basics of placing a QR code on business cards to share contact information, companies are utilizing this tool to educate and persuade decision makers about their products and services. Before including this technology tool into your marketing mix its important to remember the marketing basics.
- Test the code repeatedly. A potential customer can become irritated and unresponsive to your message if the code doesn’t work.
- Size relevance. Determine the best size for the code based on the information coded and how the customer will access it. The minimal size is a 1.25” and includes a border that separates the code from any other content.
- Provide an alternative access. QR codes may be more familiar, but not all customers have the capability to access this information. To make your content accessible, add readable copy nearby explaining what the code does and an alternative way to access it.
- Mobile-optimized. The final destination needs to be optimized for the small screen and mobile broadband constraints.
- Share unique information. The QR code content should be unique and provide value to the customer. Make it more than just a link to the website home.
- Capture the information – companies need to determine what information they want to capture from the scan and then develop the measurement tool to track the results.
The applicable uses for QR codes are endless. Codes can convey anything that is printed or digitized and immediately connect customers with information they want to know or obtain. To get you thinking about ways to incorporate QR codes in your marketing mix, here are a few interesting applications currently being utilized in the marketplace.
- Tradeshows or events
- Deliver dynamic service or product information all in the size of stamp and paperless.
- Link to an after-event activity
- Enable customers to register for contests, request a follow-up appointment, provide feedback via a survey, get an event schedule and directions
- Outdoor signage – large code shares business overview that can be scanned by prospects driving or walking by the location
- Seeking investors – for start-up companies looking for investors, link to a business or marketing plan
- Point of sale receipts - include upcoming promotions, service support, replacement parts, coupons, feedback form, assembly instructions, coupons
- Fundraising – easy access to information; can be included with grant applications to show reviewers how funds support programs, events, research
- Social media – link customers to business Linkedin, Facebook or Twitter accounts and their respective online communities and information blogs. Make this a value-added connection for the phone-scanning customer.
- Call to action – alternate special offers by linking codes to new landing pages and combine them with emails to opt-into your customer list
- Speaker conferences – QR code can link to the presentation, handouts, contact information, next speaking event.
- Product information and packaging – assembly and care instructions, required safety sheets, manufacturer information
- Music artists – free downloads to fans in attendance
- Transportation – code links to site that shows current position of bus, train, airplane using built-in GPS and anticipated arrival time. Another use, digitizing boarding passes .
- Medical alerts – code on driver’s license or medallion with important medical information
- Pet identification – creating code on a collar tag with owner contact and pet information
- Real estate listing – code on sale sign links to home video and realtor information
- Tombstones – code links mourners to videos and other information celebrating the person’s life
- Shelf signs – display ingredients and nutritional information
- Ball fields and arenas – display sponsorship information and special promotions
As familiarity with QR codes increases, it is important to determine how this tool can be effectively utilized to connect with your customers in a unique and relevant way. For B2B connections, making the scan worthwhile to the customer is key to adding value to your business relationship.
How are you using QR codes?
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