Did you know that “Transparency” was voted the Association of National Advertisers' word of the year in 2016? Since then, it’s certainly become a buzzword and for good reason. As consumers – and simply people – we ache for realness. We require honesty, trust, and clarity to form strong relationships in every aspect of our lives.
Let’s face it…we’re in a unique industry. Does anyone else have a difficult time explaining your career to family members or friends? It’s indicative of the veil the promo industry lives behind. This means we not only need to be advocates but educators as well. In a time where the internet has never been more prevalent, there are many ways to increase transparency and elevate storytelling to set realistic expectations and present ourselves with greater opportunities. By adjusting our approach to social media, corporate responsibility, and company culture, we can achieve the connectivity our audience is craving.
Social Media Presence
Think about all the accounts you follow – whether on Instagram, Facebook, LinkedIn, Twitter, etc. and how much information is shared through this channel. As an organization, there are so many ways you can help connect with your followers by sharing photos of employees, projects, product features, fun days around the office, etc. (PSA: if you’re trying to grow your social media following, please stop selling 100% of the time. Social media is social. Scrolling through static flyers of caps and tumblers isn’t personal enough. Mix it up!)
Beyond the company’s presence, think about your personal accounts. How many of them are colleagues, employees or customers? Sometimes, I think about how funny it is that I might’ve met someone once in a professional setting, followed them on Instagram and now I know what they’re eating on a Saturday night, what sports their kids play and what the inside of their house looks like. We can’t let this be our reality without letting go of some traditional business practices. I’m not saying we need to be chummy all the time; relationships need time to grow and get to that point. But, there is such thing as over-professionalism, and it feels straight up ingenuine. Be respectful, but say what you feel. When you do this, you’re telling someone that you trust them enough to be your true self around them.
Corporate Social Responsibility
Millennials want to feel their work is meaningful and that their contribution will help make the world a better place. According to a Fast Company article, “Nearly 40% of millennials have chosen a job because of company sustainability. Less than a quarter of gen X respondents said the same, and 17% of baby boomers.” This is a big deal and will cost you if you ignore it. Millennials have grown up in a unique social climate, and as a group, our values reflect that. Just this year, the United Nations published a report warning that we only have 11 years to prevent irreversible damage from climate change. As an organization, taking steps to increase your social responsibility can be simple, like adopting a highway, encouraging recycling in the office or installing more energy-efficient lightbulbs. Introducing even more impactful efforts like zero-waste facilities or replenishment programs like Woodchuck USA’s Buy-One-Plant-One is so powerful. It’s important that if your company has these initiatives in place, that you’re telling this story. A wonderful way to do this is through a corporate social responsibility report. SanMar and American Solutions for Business have beautiful examples of this. It’s important to remember that it’s not self-serving to share these initiatives – you’re providing a genuine reflection of who your company is and what collectively drives you. This will help attract talent and retain current employees.
Communicating Company Culture
Taking a job at a company is like starting a new relationship. Back in the day, you might’ve started dating someone without knowing much of their background. Today, there are dating apps and the wide world of social media where you can dig up ancient history like where they went to school, who their friends are, which bands they like and if their volleyball team went to state Junior year of high school. While I’m not claiming one approach is better than the other, it can be a similar process when someone is looking for a job or considering brand loyalty. People (especially the younger generation and more tech-savvy professionals) will go to the ends of the earth to learn everything about the company in question. Now more than ever, it’s important for an organization to establish who they are online, and it can’t just be “fluff”. According to Forbes, “[Milliennials] look for brands to be authentic and share both the good and the bad to give them a full picture of what a brand and their products represent so they can make choices based on what works for them and their lifestyle.” Job seekers, employees, and customers want to align themselves with organizations that are compatible with their world view, values and goals – and trust the information from the source.
While it may seem like common sense or typical practice, transparency doesn’t always come easy and can take on many forms. It’s not just honesty; it’s committing to a partnership between you and your customer, employee, or stakeholder. It’s about re-thinking the way we’ve historically gone to market and adjusting to meet the social climate today. Altering our strategy regarding social media, corporate responsibility and company culture can be the key to taking the lead in 2019 and beyond. As our world slips into more artificial content, sincerity has never been a hotter commodity.
Taylor Borst is head of communications and public relations for American Solutions for Business. Joining the print and promo industry in 2015, she specializes in social media, promotional products, and supplier relations. Taylor is currently a Sous Chef with PromoKitchen, on the Networking Committee for PPAI SPARK and is an advocate for education and youth involvement in the industry. Connect with her on Instagram and LinkedIn.