People often times joke about how you need a license to drive a car but not to be a parent. Sometimes I feel the same way about marketing and PR. Too many people end up in marketing who have no business being in the field. Like any serious discipline, marketing is hard work. It is not a skill you learn once and then switch to autopilot like say, learning to type or riding a bike. Once you learn the principles of marketing you need to keep current with the latest technologies and information that will help you improve your skills. It is hard work and takes a significant time commitment.

A great example of this is the simple task of press release distribution and media relations. Or not so simple task. A marketer recently complained to us that:

• having to go through long lists of publications to choose journalists to send a press release to is daunting;
• sending out individual emails with personalized "pitches" to journalists takes too much time;
• having to take the extra steps to insert hyperlinks for a search optimized wire release is tedious.

As Kevin grossman says, "you can't just put dog poop in a box, strap fireworks to it and light the whole friggin' thing on fire and expect to generate long-term publicity, traffic and leads".

He is right.

As we discussed in our recent article Making Sense of Your PR Distribution Options (see blog here), the simple task of sending out a press release is not so simple anymore - if you want to do it right. What worked in 1995 does not work in 2010.

So yes, you may need to set aside a few hours to properly construct and distribute your news releases. Can't find the time? Try harder or delegate/outsource to someone who can.

Or, you can just continue to blast the same release to thousands of media contacts with no personalization (sorry, but simply inserting a salutation before your release isn't personalization) and then send the same text release with no search-optimization to a wire service.

Go ahead - but don't expect to move the needle on key metrics like online visibility, web site traffic, sales leads and search engine rankings. And don't blame your marketing and PR software when you don't see results.

You can give someone a membership to a health club but you can't give them weight loss. That, they have to earn - and it is hard work.

For those who like to make News Years resolutions and need the help (fortunately, this group is in the minority) how about learning the latest best practices in marketing and PR? We have plenty of free articles and white papers here (and lots more coming in 2010 :-).

Here are a selection of tweets from December 2009:

• Leading Blog selected as one of the top 10 leadership blogs of 2009 by @mikemyatt > http://bit.ly/6GWZwZ Thank you!
• Leadership Un-Conference: LeaderPalooza: Have you ever noticed how quickly a fire dies out when you separate http://bit.ly/8bRISj
• @tom_peters: NewTech=Mega-WOW. But: basics=basics. E.g., "Thank you." PowerTool Then. Now. Tomorrow. >Timeless!
• Poem for the times. FT: The Bankers Who Wouldn’t Say Sorry: A Cautionary Tale http://bit.ly/50VLPW
• Scott Berkun on speaking: It's the mistakes you make before you even say a word that matter most - preparation matters
• Until 2024, in America on average 100 boomers turn 60 every 13 min. That's a lot of people asking "What am I doing with my life?" D Pink in Drive
• What your team members want from you: Are you a boss? Here are seven things your team members want from you http://bit.ly/6A77A3
• RT @hulmevision: Page through beautiful new issue of Vision, includes leadership article http://bit.ly/2qJTlU
• RT @Xlead: Great video - London Business School’s Don Sull discusses how to find the upside in volatile times http://icio.us/jooubo
• How to raise your game in 2010: Following a year of high anxiety, Stefan Stern offers three practical ideas to help http://bit.ly/7jpOsF
• Scott Elbin: The Diplomatic Approach to Senior Leadership http://bit.ly/80CoFP
• Professor Michael Roberto's Blog: Are you a micromanager? http://bit.ly/8F9p5u
• LeaderTalk: Becoming is hard work. (Encouraging post.) http://ow.ly/Oka8
• @mjasmus: New post: Cultivating Talent http://bit.ly/4QHjyS >Always Good!
• Rory Sutherland: Life lessons from an ad man http://bit.ly/5N3SO9
• Business Pundit: The 75 Best Business Blogs of 2009 http://bit.ly/65WnKI
• RT @Xlead: Where do our leadership models and leadership lessons come from? Do We Celebrate the Wrong CEOs? http://bit.ly/7H9lnY
• People who find happiness & meaning at work, usually find it at home as well. (BusinessWeek) http://bit.ly/7jCH95
• Value added by best CEOs: Research shows that all the leading bosses proved their worth over an extended period http://bit.ly/83m3Vc
• Tom Peters: Appreciation! "Tool" No.1 http://bit.ly/6LwcS9
• The Teacher as Leader: Paul Samuelson and Phil Jackson http://bit.ly/5Ay6vB
• deGier: The Art of Communication http://bit.ly/8pAwFd
• CB Sully Sullenberger says, we need to try to do the right thing every time. We don’t know what moment in our lives we will be judged on.
• RT @wallybock: Leadership might be a bad choice for you if ... http://ow.ly/K3LI
• RT @michaelaroberto Round 4 in this week's look at classic reads for leaders: http://bit.ly/8S3otz
• Jim Rohn tribute - September 17, 1930 - December 5, 2009 http://tribute.jimrohn.com/
• RT @tsattersten: Economist chooses Too Big To Fail, Lords of Finance, How Markets Fail ... for its 2009 biz books - http://bit.ly/4wxmIr
• RT @Mark_Sanborn: What makes a company great? http://bit.ly/6bmUw8 >>Great interview with Joseph A. Michell
• FT: A question all leaders should ask themselves http://bit.ly/6q3lYp

See more on Twitter.

We often listen from the successful business leaders that “People are our strength”. Recently I read the book “The High Performance Entrepreneur” written by Subroto Baghchi. He is co-founder and Chief Operating Officer of Mindtree Consulting, one of India’s most admired software companies. Mindtree has grown from 0 to 3500 people and crossed $ 102 [...]

The HR Happy Hour Show will be live tonight from 8PM - 10PM EST for a special 'HR Happy New Year' show.

The call-in number is 646-378-1086, and we encourage you to ring in and participate in the show.

I think New Year's Eve is the most democratic holiday, since really everyone can participate equally. If you had a great 2009, then awesome, you get to ring it out wth a big celebration.  And if you had a lousy 2009, then what better than to raise a glass and put the entire year in the rear view.

The New Year's Show has no guests, no specific topics planned, it is just you guys calling in and talking about whatever is on your mind as we close out 2009 and head in to 2010.

I hope you can spend some of your New Year's Eve with us on the show!

The week between Christmas and New Year’s is kinda weird.  A lot of people take time off.  Many businesses work reduced hours.  I always enjoy working because it’s quiet and I get lots of stuff done.

For example, one thing I did is publish my latest post over at Mashable.  It’s called “How to Implement a Social Media Business Strategy.” I like to think of it as the next installment in the social media journey.  While you’re over there, be sure to check out my earlier posts “Should Your Company have a Social Media Policy?” and “10 Must-Haves for Your Social Media Policy”.

But for those of you still wishing it was Christmas, look no further than the terrific Carnival of (Christmas) HR over at Pseudo HR.  April Dowling shares her holiday spirit as only a human resources pro can do.  My thanks to April for including HR Bartender in her holiday cheer.

And before I start getting ready for New Year’s, I’d like to lift my glass to the great folks over at Monster.  They published their list of “Ten Top Employment Bloggers to Follow on Twitter” and HR Bartender made the list.  I was honored to be included with a super list of rock stars.  Wanna know who they are?  Be sure to check it out.

Have a safe and wonderful New Year’s holiday.  And don’t forget to celebrate responsibly!

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1. 2 Social Media Questions
2. Let’s Celebrate the End of 2009!
3. Left Behind

After putting up these two posts today What Price Would You Pay For Your Dream Job? and Theme for 2010: Don’t Look Back I think I have said enough for one day :)

Instead I will leave you with some highlights from my Twitter stream going back the past 10 days or so. Most of them are not from me and if you are using Twitter I would recommend giving these folks a follow.

Oh, there is no rhyme or reason to these. Some are work, sports, life related or funny, thoughtful things (I have added some links to names and articles) and are in reverse chronological order (in other words start at the bottom):

December 29, 2009

• MnITGUY

  Most people say that as you get old, you have to give things up. I think you get old BECAUSE you give these things up!

• bcollinsmn

  the Wolves are just 1 player away from being just 1 player away from just being 1 player away from being just 1 player away from being good.

• robinmarty

coudn't find my lipstick, just stole violet's dora lipgloss #mamadateprep

jajessop

doesn't understand why companies bend over backwards for new hires, but not for their current employees.

AlbertMaruggi

My aunt just told me "it's not the years in your life, but the life in your years that count." cool eh?

jwynia

@MNHeadhunter If you are 30, are you still in your 20's? If not, 2010 is new decade.

 

December 28, 20009

• nathaneide

  I think AP needs a code red. Rubber cement a ball to his hands for a day

• chriskongsvik

Boo! #vikings- Still a Favre fan - love AP- and if the team moves to LA, MSP will be the new DesMoines - ick!

ColbyWG

that's a lot of drinks... RT @MNHeadhunter: RT @WCFHester23: ***ATTN ALL BEARS FANS: THEY SAID #BRETTFAVRE 179 TIMES THIS GAME***

WCFHester23

***ATTN ALL BEARS FANS: THEY SAID #BRETTFAVRE 179 TIMES THIS GAME*** *** #Bears #Viqueens #MNF #Gruden ***

libbyjuju

@MNHeadhunter tweeting while watching MN sports makes me feel like i'm in a really nerdy sports bar

btkennett

Best part of being a #packer fan tonight...doesn't matter. Night y'all!

justacoolcat

Everytime a #bears fan boos an angel gets it's wings. #vikings

fakesid

I'm too old for this

ryguyMN

I could sell Vikings bandwagon space, but I probably won't get much money for it...

kborch88

will someone please buy brad childress a xbox and a copy of madden??? maybe then he will learn some playcalling strategy

ColbyWG

Chicago Bears fans: the next few hours are going to be painful. You might want to set your Tweetdecks to 'stfu' ahead of time.

girlmeetsgeek

So I tried to put the tree back in its box. #xmasfail http://twitpic.com/vnjoq

 

December 27, 2009

• patrickrhone

  I'm thinking there may be a market in being the guy who helps to un-train you of all the "tips" that the "experts" teach you.

• aeklund

  I'm just riffing here... Fact is there's no certifiable "expert" ranking for social media. So we have to make up our own filters.

• aeklund

  A social media persona is one who has cultivated a large personal following through wit, sharing, insights, and/or wisdom.

• aeklund

  A social media practitioner knows how to use a variety of social media tools.

• aeklund

  A social media expert has repeatedly created measurable value that align with organizational goals.

• derickson

  @arikhanson "Social Media Expert" search volume from Google Insights for Search: http://bit.ly/6Pmi0H CC: @threevolts @breon

• patrickrhone

The best things: http://twitpic.com/vhhnm

davidtc

By claiming to be a social media guru you have just tried to fit a square where a circle should be!

 

December 26, 2009

• robinmarty

  it is christmas carnage....

 

December 25, 2009

• marenhogan

  There is a nerf bullet and lego palm trees in the nativity set. Also a wise man fell over and is smothering the baby Jesus.

 

December 24, 2009

• Dubblebee

  Is Jesus cool with updating your status during midnight mass?

• jwynia

Sir Isaac Newton would like to remind all Minnesotans that his laws of motion have not been repealed just because you're in an SUV.

ericamayer

There is only one cause of unhappiness: the false beliefs you have in your head...question them. -DeMello

amysbryant

I swear I'm hearing bells jingle. I guess I believe.

PerkatPlay

Santa has to hit 843 homes per second to hit the entire world... he's in Mongolia as we speak.... kick butt Nick Dawg!

 

December 22, 2009

• kraabel

  Turned on fox sports. Thought it was wolves pre-game because of the empty stands. It was halftime. I hope it was pre-recorded.

• MNHeadhunter

Time to find a CEO for me. And for those wondering I mean a business CEO. Although, a work/home boss sounds good too :)

stremcha

RT @lynseystruthers: Considering the sensationalism of this week's impending blizzard, I hereby declare a new hashtag: #snowlyshit. Pls RT.

MnITGUY

We're about to be hit with 3 days straight of global warming

 

December 21, 2009

MnITGUY

Once again, today has been brought to you by the letters W, T and F!

lruettimann

@CincyRecruiter @MNHeadhunter F bomb Mondays? Who's starting that feature on their blog? Anyone? Anyone? It's needed.

georgefiddler

The girlfriend said she wants "new black pumps" for Xmas. Are these them? http://is.gd/5wfhF

GRLitman

Spoken like a true Gopher fan. Still find hope in darkest days... RT @MNHeadhunter: Happy shortest day of the year. It only gets better :)

NickColeman

Economy sux, Congress sux, Afganwar sux, and Minnesotans are in a real funk because??? Vikings suck too. Oh, woe is us.

 

December 20, 2009

• MNHeadhunter

  ME: You doing OK? VIKINGS DIE HARD FAN: Not really ME: Will you be OK? FAN: Yeah, at least I am not a Packer fan

• davidtc

  @girlmeetsgeek @MNHeadhunter @svensundgaard my 4 yo says "if it doesn't snow 12"+ I will find this mother nature and let her have it!"

• threevolts

  @MNHeadhunter Favre not the issue tonight. Said fans are tools.

• girlmeetsgeek

  It takes courage to grow up and become who you really are. ~e.e. cummings

• MNHeadhunter

  Panhandle Hooker: No, not that. What the type of storm @svensundgaard thinks we will see later this week in the Midwest 5:28 PM Dec 20th from TweetDeck

  • Delete
• MNHeadhunter

  MN snow storm for Christmas Eve? Bring it. We can show those East Coast pansies how to do it right :)

 

December 19, 2009

• MNHeadhunter

  RT @wtongen: 80% of drivers say 'OH SH!T' as they slide into the ditch. The other 20% (from Minnesota) say, 'HOLD MY BEER AND WATCH THIS.'

• MNHeadhunter

  WTF: That the Senate is on session on a Saturday in a snow storm should not be news, this is as it should be

This is my theme for 2010 complete with a 1970’s rock video from the group Boston (a short live version):

Last year at this time I remember saying I wish that we could go back to a time when as kids there were “do overs”. Those were the best. You could call “do over” whenever you wanted.

I still wish we could go back to those days. I suppose in some ways we can. We can try something again. We can try things a different way. We can say we are sorry.

My meaning though was I wanted to do 2008 over. I made some mistakes and I wanted to make them right. Then I thought a better theme would be “no regrets”. And that is what I did in 2009. I made some changes. I tried new things. I went back to people I had been frustrated with and rebuilt bridges.

I do not have many regrets for 2009. I have done the best I can for my family, friends and business. I have made the best choices I can with what I knew at the time. There are the usual personal ones that come up from time to time but most of those have been taken care of too.

This nearly two year recession (it is that long for us search firm folks) has caused some issues with bills being paid late. I learned post 9/11 that search firm folks tend to be the last to get paid and when you are a “one man band” two or three late or non paying customers can be “lethal” to doing the business. This recession has been no different.

Thankfully the rest of those issues are soon to be cleared up.

So that gets me to 2010 and “Why Don’t Look Back” fits me. I have always been a bit of a late bloomer. It has taken me a long time to figure me out personally and professionally. Working on my own and through a second recession has allowed me to really get to know who I am from the really good parts to those really dark “places” we all try to push back into the corner.

I know this, for the most part I like the man I have become.

I turn 40 this year and while a big deal for a lot of folks not so much for me. However, I am planning a big party with the theme of “The Next 40 years”. I want to get a large group of people together and celebrate not my birthday but celebrate my family and friends, be together and enjoy each others company. I know how lucky I am to have the people around me and this will be a chance for me to say thank you.

I think I finally figure out this thing called life. Well, as much as a guy can.

So I am going to take what I have learned, start trusting my gut more, lean on my friends a bit and see what happens.

No do overs, no regrets and no looking back.

Whatever you wish for and whatever big plans you have for 2010 I hope that you at least get what you need.

Best Wishes to you and your families in 2010.

Cue the next video...

And lyrics:

Don't look back
A new day is breakin'
It's been too long since I felt this way
I don't mind where I get taken
The road is callin'
Today is the day
I can see
It took so long just to realize
I'm much too strong
Not to compromise
Now I see what I am is holding me down
I'll turn it around, oh yes I will
I finally see the dawn arrivin'
I see beyond the road I'm drivin'
It's a bright horizon and I'm awakin' now
Oh I see myself in a brand new way
The sun is shinin'
The clouds are breakin'
'Cause I can't lose now, there's no game to play
I can tell
There's no more time left to criticize
I've seen what I could not recognize
Everthing in my life was leading me on
But I can be strong, oh yes i can
I finally see the dawn arrivin'
I see beyond the road I'm drivin'
Far away and left behind, left behind
Oh the sun is shinin' *and I wanna go*
(guitar solo)
Don't look back
A new day is breakin'
It's been too long since I felt this way
I don't mind where I get taken
The road is callin'
Today is the day
I can see
It took so long just to realize
I'm much too strong
Not to compromise
Now I see what I am is holding me down
I'll turn it around, oh yes I will
I finally see the dawn arriving
I see beyond the road I'm driving
Far away and left behind
Don't look back
Don't look back
Don't look back
Don't look back...

CareerBuilder released its’ 2010 Job Forecast this morning. The forecast finds that the encouraging news regarding the economy may be easing hiring fears, as employers signal an increase in their plans to hire in the new year. Twenty percent of employers say they plan to increase their number of full-time, permanent employees in 2010, up from [...]

I’ve only had brief bouts with commissioned salespeople but I learned two things from my experience that I carry with me to this day whenever I talk to people about this subject:

1. It is one of the toughest jobs to start and be successful in.
2. It is one of the toughest jobs to hire for.

As for point one, I don’t know what to say. We’ve tried a ton of different programs to help people get their start in these sorts of positions. The most successful people don’t seem to need too much guidance though. We’ve tried giving training pay for a month or two just to see if we could get them over the hump but it never made much sense in the dollars and cents department.

As for point two, that’s really where my mind took a flip. I couldn’t figure out why our selection process, no matter how well defined and executed, still ended up with 75%+ turnover in the first 90 days. Behavioral assessments be damned, something wasn’t adding up. Here’s a quick shortcut on something that took me a couple months to figure out:

Most selection processes assume that the company has the most at risk in making the selection. Given that assumption, questions are asked in a way that will reduce that risk or make the risk more acceptable.

Whenever you are hiring a commissioned salesperson though, that risk now falls squarely on the candidate. There is a serious opportunity cost for that person if they take a job that they don’t succeed in (because they won’t get paid). So if you are looking to reduce risk in your selection process (as you would typically do), you are actually increasing the likelihood of a bad fit hire. You throw a hitch into their risk assessment efforts that make it difficult to determine if they could be successful.

So we started talking to sales candidates like we would talk to a partner. We talked about our process, our business, success rates, failure rates, industry trends, leads, turnover… whatever. We focused questions of the candidate on past results, skill sets and industry or job specific knowledge. We helped them decide how they could handle our risk factors as a willing partner and we would evaluate their talents (and possible pitfalls) like we would a partner. If it meshed, great. If not, no biggie.

Was it a grand slam? No, but it was significantly more effective than the behavioral based, scientific process we used to use. It also helped us identify those who were entrepreneurial minded and interested in growing their own portfolio of business (because that’s what it really takes to be successful in this environment).

It didn’t change the fact that commissioned sales positions still stink to identify the right talent for but it at least made it easier for us to identify quickly those who were wholly unprepared to take the risk that commissioned sales demanded.

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