*The Mom Factor: Word of mouth (WOM) continues to play a growing role in successful communication strategies, and a study conducted by The BabyCenter and market research firm
Keller Fay Group reveals one specific audience that significantly drives this phenomenon: moms. According to the findings:
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Today's pregnant women and new moms engage in one-third more word-of-mouth conversations per day than the total public;
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Almost two-thirds of these conversations include brand recommendations;
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This group averages 109 WOM conversations per week about products, services and brands, most of which are positive and considered to be highly credible;
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60% of conversations include a recommendation to buy, try or consider a brand, and positive brand sentiment outweighs negative by a 10-1 margin; and,
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Among the mom segment, word-of-mouth about shopping, retail and apparel is highly impactful, with 69% likely to purchase based on what was heard.
Source: The BabyCenter and Keller Fay Group
*LinkedIn Just Might Get You in the Door: The job market is increasingly competitive, and one survey conducted by Robert Half International revealed that social networking
sites are playing a more significant role in executives' recruiting strategies.
When asked, "Which of the following technology tools do you believe will be most useful in your firm's recruiting efforts in the next three years?" the surveyed executives
responded accordingly (multiple answers were allowed):
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Professional networking sites: 62%
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Social networking sites: 35%
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Video resumes: 20%
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Second Life: 7%
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None of these: 15%
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Other/don't know: 10%
Along with these findings, the report offered the following tips to make the most of online networking:
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Craft your profile carefully. Pay as much attention to the content of your online profile as you would the information in your resume, and ensure the content highlights
your professional skills, not just your personal interests. Also double-check for typos and grammatical errors.
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Ask for recommendations. Most professional networks provide space for others to comment on your work or recommend you to others. Don't be shy about asking colleagues to
post on your site. These testimonials help hiring managers learn more about your experience and work ethic.
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Build your list of contacts. The more quality contacts you have, the better.
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Don't post anything you wouldn't want an employer to see. Use privacy settings effectively and make sure that any public messages or images you post don't detract from your
professional image.
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Don't stop networking once you have a job. Savvy job seekers continue cultivating their networks after they secure positions. Online networks aren't just job search tools;
they also help you stay up-to-date on industry trends, find mentors who can offer valuable career advice and alert you to upcoming events and educational opportunities.
For more tips on building a profile on online business networks, see PRN, 04-21-08, "How to Build an Effective Profile in LinkedIn."
Source: Robert Half International
*Greenbacks vs. Green Initiatives: According to an Executive Quiz by Korn/Ferry International, executives are willing to sacrifice greenbacks for green initiatives. Among the
findings:
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73% of surveyed execs are willing to sacrifice at least 1% of their salaries to fund their companies' green initiatives;
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40% would be willing to forgot 1-2% of their salaries;
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27% are unwilling to sacrifice any portion of their salary to support sustainability efforts;
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49% say that their companies have allocated existing staff, hired new staff or done both in terms of resources being dedicated to green issues;
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69% believe that green initiatives will take a backseat to profit-driven activities in today's uncertain economy;
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29% believe the current economic situation will not affect going green; and,
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78% of executives consider their employers to be at least "somewhat" environmentally sensitive, while 18% don't think their company is environmentally sensitive at
all.
Source: Korn/Ferry Int'l PRN