marketing, technology

4 Pillars for Building a Remote Workforce

remote-workforcePopularity of working remote has increased since 2005. Per Global Workplace Analytics, the latest in telecommuting statistics state that: “Regular work-at-home, among the non-self-employed population, has grown by 115% since 2005, nearly 10x faster than the rest of the workforce.”

Not only is it a popular job perk but there are several benefits of a remote team. They are:

  • Garner the best talent, regardless of location.
  • Ability to provide clients with more comprehensive support coverage. [24/7/365]
  • Increased flexibility may offer a better quality of life for some, like:
    • Lessening a commute
    • Flexible schedule for working moms and dads
    • Ability to work outside of general working hours

The following are 4 pillars to building out a top-notch remote workforce.

1.The Right Talent. Finding and on-boarding talent can be a challenge for any business. Finding the right talent for a remote workplace can be even more difficult.  There are specific skills to look for in a candidate as well as effective steps to on-board your talent that can makes things easier. When hiring the right talent make sure you ask the right questions to get an understanding of  their past work experience. Questions like,

  • Have they worked in a remote job before?
  • Have they ever been in business for themselves before?
  • Have they made lateral moves within the same company?

Get face to face with an interview and look for other signs indicative of a quality remote workforce candidate. Are they OK with asking for help? You can tell if they probe with questions seeking clarity during the interview. Setting clear expectations of the job role right from the get go during the interview will help you both understand if the partnership will be symbiotic.

On-boarding your talent is also another integral step. In order to ensure success, provide training opportunities on software used, provide playbooks for internal processes, SOPs (standard operating procedures) that must be followed, and any SLAs (service level agreements) that must be met. It will be important for your remote newbie to also have someone they can shadow for a brief period of time to help them get acclimated. A mentor so to speak, someone who will be there to teach them the ropes and someone they can depend on to answer questions in the beginning.

2. Align Company Culture. Build a culture of leadership and empower your remote workers by providing autonomy instead of micromanagement and ensure the management team is ready to provide that autonomy. Nothing’s worse than being overly directed from someone who is many miles away or wasting time to answer their constant questions. Which leads me to the next part. Provide some fun! Setting up event functions like going to a movie, the bar, or perhaps something that promotes team building like an escape room, can help bring people together for fun and provide an opportunity to break away and bond.

If remote workers are too far away from each other then try inventive ways to bring them together like, setting up an Xbox for your ‘gamer workforce’. This way they can play and challenge each other while enjoying some fun during their lunch breaks or after hours.

Encourage conversation and create a way to say ‘Thank You’. Set up a virtual water cooler. This will help manage moral and build comradery. Use group chat tools like Slack, Yammer, etc. to establish a friendly, casual place to post updates about work, life, and of course, memes. Because we all know a high-quality meme can bring a smile that may turn a day around. For minimal effort, you can create a sense of connection that can also preserve motivation.

3. Foster Effective Communications. art-communicationCommunication is a major key to remote workforce success. Anyone who has ever experienced working remotely can attest to this statement. Ensure you have the proper channels in place to streamline information and open the door for transparency and communication amongst all your workforce. Incorporate daily communication through the use of internal chat tools, quick check-ins, and visibility into each other’s calendars.

Process and documentation are super important factors of effective communication for a remote workforce. You cannot be efficient without process. When processes are well documented, trained on, and transparent, the bottom line can mean the difference between a customer and a raving fan. Ensure your remote workforce has a clear understanding of business processes. Set clear expectations of service level agreements and transparency of metrics and KPIs gathered.

4. technologyInvest in Efficient Technology. No doubt today’s technology can empower your remote workforce. Procure simple to use tools to help manage service delivery, communications, and your resources. Added bonus if you can obtain a suite of business solutions from a single vendor. The convenience of working with few vendors can enable your remote team to level up.

At the end of the day focus on the basics to ensure you’re getting the right candidates through the door, align your company culture, encourage communication and award for it. All these pieces along with using the right tools can set your remote team up for success.

marketing, technology

Defining the Customer Journey

Gartner predicts by 2018, those organizations that excel in personalization will outsell companies that don’t by 20%.

In today’s information age where the Internet rules, marketers are scrambling to keep up with ways consumers can now engage with a brand. Consumers are investigating new products online, they are reading reviews in real time and are actively engaging with the brand well before making the actual purchase. To a marketing professional, these are customer touch-points. Each point is simply a step along a path that a customer will make before the purchase of something, be it a product or service.

If the brand is notable and already established, brands like McDonalds, Best Buy, Microsoft, to name a few, then consumers already have preconceived notions of what the experience should be before making the purchase. Companies competing in today’s marketplace must acknowledge expectations and introduce delightful experiences into the buyer’s journey if they want to remain competitive.

buyerjourney

How do we start?

It starts with a persona. Understanding who your buyer is and then personifying them. Personas give the company a much richer picture of their customers so that they may be able to tailor a memorable and effective experience. Personas are usually derived from a combination of the following types of data:

  • Demographic – Defined by population based on geography, income, level of education and other attributes.
  • Psychographic – Focused on values, opinions, interests, aspirations, attitudes and lifestyles.
  • Ethnographic – Information gleaned from surveys and studies conducted by watching subjects in their daily routines and capturing what isn’t explicitly reported.
  • Transactional – Insight from a customer’s history with the brand, including first and third-party purchase histories and post-sale service records.
  • Behavioral – Captured data through engagement with websites, mobile devices and other media outlets.

Once you have your persona(s) defined, take the time to carefully identify all key business moments your persona must take when interacting with your brand. List each key moment including buying decisions and begin to prioritize them. Fully flesh out any opportunities that may not exist today but could be implemented to enhance the experience. Start to design your buyer experience by mapping each moment along a timeline.

It may be helpful at this stage to create stories. Stories help paint the picture of what the persona wants. Stories can be used to find missing business moments along the way. I find it’s always insightful to share your stories with someone outside of your circle as it offers up different perspectives and could encourage innovation in your process.

In the end, your customer journey will be defined by your personas (the profile of your customer), their stories (a picture of what the customer truly wants), and a map of business moments (points where your brand will delight).

Once your journey has been defined, evangelize it to the rest of the business. This offers the awareness and transparency of customer motives. This also is a vital step in the continued success of the customer journey. Success can be achieved short term but cannot be maintained unless the customer journey grows and evolves.

http://www.erinalbertson.com

marketing, technology

Your Brand; Your Identity – 10 Tips

Brand Business ConceptTop 10 tips on how to put yourself out there:

  1. Know your audience. Who do you want to reach? Who will listen? Envision your ideal audience for your message and put yourself into their shoes. What do they want to know?  You can tell them. It’s your destiny!
  2. Build a strategy. Nothing screams success like a well formulated game plan. Take some time to think through your strategy. Build up a project plan with detailed steps necessary to reach your goals.
  3. Construct a calendar of events. Define your content and lay it out on the calendar. Situating tasks for each day to deliver your message will be an important step to stay organized and on track.
  4. Speak authentically. Be yourself when conveying your message. No one likes someone who tries too hard. Keep it real and keep it simple. If using complex vocabulary is not normally your thing, then don’t start just because you may want to sound smarter. You’ll end up only pushing your audience away because your words won’t seem natural.
  5. Weave in the personal. Emotion is a powerful source of truth and can create instant connections with people. Use it to tell your personal story and capture the hearts of your audience.
  6. Focus. This can be tough. Your message must be clear and concise. There is only so much brain space and time you have before your reader loses interest.
  7. Use powerful headlines. You have only seven seconds to make a great impression when meeting someone. Headlines work the same way. They are the bits of information we use to judge whether we want to pursue something more. Get over the hump by using inviting, captivating headlines that draw the reader in.
  8. Make your content easy to read. Your reader should be able to glance through your material and understand the main points without having to do further research. Include bullet points, headings, numbered lists, etc. to achieve this.
  9. Include a call to action. Give your reader a purpose. What do you want them to do with the information you’ve put out there? Provide additional links  for further information or offer up images, a sign up form, etc. to provide your user with another opportunity to interact with your brand.
  10. Finally, go the extra mile. Be helpful. Start by answering any possible questions you think your audience may have. Discuss your products and/or services further or even offer a feedback loop so your audience can contact you for suggestions on improvement.

http://www.erinalbertson.com