Over the last few months, several of our corporate clients have discussed significant changes in how they execute their marketing and communications efforts. Several are planning to drastically shift how they use their agency partners and will bring key projects in-house. Others are looking to outsource marketing and creative functions to concentrate on their core business. These clients differ across industries and size including global b-to-b manufactures, financial services firms, non-profit organizations and professional services firms. Because of the number of clients grappling with the same issues, we want to dive in further to find out if these are unique occurrences or growing trends.

We are turning to the marketing and communications community to hear from you. How are you executing marketing and communications efforts?  Take our poll and check back for results: TAKE POLL NOW

In the mean time, here are a few articles I have come across recently on related topics that may also be of value in this discussion. Feel free to share your comments, insights and opinions on the topic here and on our poll.

Tough economy forces marketers to reorganize http://tinyurl.com/yfjghjd

Small ad agencies go over big http://tinyurl.com/yg98soe

Down economy drives small businesses and EAG http://tinyurl.com/yghcv6h

Marketing Business Services in Down Economy http://tinyurl.com/yl8etfc

Avoid the temptation to cut marketing budgets http://tinyurl.com/yf9ahe2  

In-house SEO vs. SEO Provider http://tinyurl.com/yf87yr9

Whether you are a frequent Twitter user or not, you most likely caught wind of the new Twitter trend known as “Twitter Lists.” It recently launched and I’ve already found it useful for personal use as well as for Paladin. A Twitter List is a new way of categorizing the people you follow and their tweets by your own preference.

Over the past few months, I have helped oversee the social media networks for Paladin with most of my focus on Twitter, Facebook, and LinkedIn. I find Twitter to be useful as a quick, interactive site to connect with our candidates and clients. The Twitter Lists now help us organize tweets from candidates, clients, marketing/creative/communiations associations, publications, news, events, etc.

Are you ready to create a Twitter List? Well, do you follow someone, but they are often overwhelming your home page and keep you from noticing other updates? Do you follow a variety of tweeters, such as celebrities, news, and job search firms? Are you ready for more organization within Twitter? If so, it’s time to get started! So…how do you create a Twitter List? I’ve listed a simple version, but if you are a visual learner, like me, the website below will give you detailed version: http://tinyurl.com/yjkle2n

1. Click “create a list,” a dialog box should pop up on your screen
2. Name the list to a category you want your followers to fall under
3. Search and start following tweeters under your list
4. Another way to search is to go through your followers’ profiles and click the button on the right labeled “manage lists” and add to your specific list (this option also allows to create a list in case you think of something on the spot!)

Twitter will give you the option of making the Lists private or public. If a List is public, you can follow other tweeters’ Lists and groupings.

Will this make Twitter more confusing? We don’t think so, in fact it makes Twitter more friendly and organized. The guys behind Twitter are predicting it will increase the number of new users. Twitter also promises the the roll out of List descriptions within the next week so public lists are easier to understand and, in turn, create more followers.

Let us know if you have created a Twitter List. Why did you decide to create a list and has it been helpful? @PaladinStaff has already been added on others’ Lists under the labels such as career, HR recruiting, work, etc. We also have started our own Twitter Lists to help us categorize marketing, creative and communication news/updates. Follow our Lists and let us know what you think.

@PaladinStaff/marketing

@PaladinStaff/creative

@PaladinStaff/communications

I’ve been fortunate to deal with some great recruiters, both as a client and as a candidate.  And I’ve been unfortunate, on occasion, to have run across some who clearly should have pursued careers in trench digging, coal shoveling, grape stomping or other fields requiring aptitude in wielding a blunt instrument.  The lack of functional expertise, responsive service, and simple finesse in professional staffing is sometimes laughable, and not in a funny ha-ha way.

True story:  A recruiter, who maintained he “knew marketing up one side and down the other,” asked if I had experience in preparing advertising and brochures, promotional materials and the like.  I said I’d developed numerous integrated campaigns with advertising and collateral.  He replied, “Collateral is fine, but what about brochures and promotional materials?” He wanted me to drop everything and immediately re-write my resume, which I did, and then he didn’t follow up for weeks, even after repeated phone calls and emails.  When he finally called, he said he’d never presented me to the client, and commented snidely, “you’re not a good fit but do you know anybody else who is?”  The problem wasn’t that he’d decided not to present me — my issue was that he refused to explain why, that he took so long to do it, and that his attitude reflected the clear assumption that he held the more important position in our relationship.  I was disappointed — but more importantly, I was unimpressed and vowed never to work with the guy in the future.So here are just a few basic tips I think could potentially be valuable for both recruiters and candidates as we all navigate the (hopefully) soon-to-come swell in recovery-related hiring:

 Know the WorkCandidates should know something about the client’s business, even if industry experience isn’t required. Recruiters should know something about the actual responsibilities – don’t just take the client’s job spec and dump it into your template. Ask questions until you get what’s really required.

Follow Up ProperlyThis is so simple, but it’s amazing how many candidates can’t find the right balance between staying top of mind versus being a stalker.  Recruiters should tell candidates when they expect to present to/hear from the client. If the recruiter doesn’t discuss a follow up plan, candidates should simply ask “how/when may I re-connect with you on this? Both clients and candidates should return phone calls promptly; it’s basic courtesy.

Respect the ConnectionThe best recruiters and candidates know that establishing a strong relationship is key to years of future success for both. If you’re a recruiter, try to remember that candidates (especially those who are in transition) are not commodities – they’re flesh-and-blood humans whose lives may well depend upon your engagement; if you’re a candidate, remember that your recruiter works for his/her client, not for you, and has to pay attention to the buttered side of the bread.  If you can unite — finding that middle ground of mutual respect — you can cement those relationships effectively and enjoy many successful placements as a result.

Monica Levy blogs about the good, bad and ugly in marketing and communications at http://www.monicaonmarketing.blogspot.com.  You can follow her on twitter at http://twitter.com/mjlevy.

Last week I was fortunate enough to be asked to speak at the first Chicago Social Media Breakfast. SMB has been in existence in other cities since 2007 but this was the first one in here in the Windy City. The event was separated into different groups with specific topics to discuss. My group was focused on social media and personal branding in regards to the job search and career advancement.

As marketers we are seeing a wholesale change in how companies engage in communication with their clients and consumers. In addition, the ways we as individuals communicate are also changing dramatically. I think for the most part marketers (especially in the last year) are really starting to grasp the enormous changes going on within their space.

What has continued to be a struggle for people is telling the difference between “blowing your horn” in regards to your talents/expertise and “communicating your passion” to a wider audience than your existing personal/professional network. The ability to help people and in turn receive recommendation has never been more important.  It’s a very organic way of self development which also can help you gain recognition and ultimately a new job, a promotion or new business for your organization.

My Top 5 Takeaways from our group discussions were:

1)      “The golden rule” treat others the way you would like to be treated. This will ultimately be something that will come back around to you.

2)      When networking on LinkedIn or other sites don’t “ask for a job” use the tools available to create awareness for your expertise to gain a larger network of targeted individuals for potential career placement and/or advancement.

3)      Use social media to create an integrated marketing campaign around a helpful blog post you have written (become a resource). This is a post I wrote describing an initiative I created here at Paladin: 

       Paladins Marketing Ninja guide: The 30 Minute Challenge

4)      Don’t close yourself off to just blogging, Facebook, Twitter and LinkedIn. One of the attendee’s was discussing his use of Tumblr something I am going to attempt to utilize.

5)      Nothing replaces face to face contact. Definitely get out from behind your computer and regularly get out to coffee meetings, association evening events and luncheons. This is a post I wrote regarding networking events in Chicago: Paladins Galaxy Guide to Networking in Chicago

 We are all hearing the constant chatter (no pun intended) around social media. Some of the discussions are valid and some of are based upon lack of understanding and experience. My recommendation is to continue to share openly with each other and pay it forward. It’s a great community we have here in Chicago and I’m excited to attend future Social Media Breakfast’s!