It can be difficult to find the ideal candidate for a specific position — in fact, in 2021, 69% of companies have reported talent shortages and difficulty hiring – a 15-year high.
Regardless of the state of the economy and your talent pool, to succeed long-term, your business should be able to hire and retain the best, most talented employees.
But hiring can be a daunting task, which is why you need a talent acquisition strategy.
Talent acquisition is a long-term HR strategy aimed at fulfilling organizational needs by finding top talent and convincing them to bring their unique skills to your company.
To succeed long-term, it’s critical you attract and retain talented employees regardless of vacant roles. Talent acquisition can help you do this, while solving for long-term organizational needs.
Talent Acquisition vs. Recruitment
Recruitment is used to fill a specific role with a qualified candidate, making it a short-term strategy. Talent acquisition disregards role vacancies, making it a long-term HR strategy that’s used to attract highly-qualified candidates.
Now that you understand what talent acquisition is and how it differs from recruitment, let’s dive into the most effective talent acquisition strategies.
Talent Acquisition Strategies
- Align with your business goals.
- Use data and marketing.
- Expand outreach strategies.
- Build your company identity.
- Emphasize the company’s corporate social responsibilities.
- Increase budget for the DE&I department.
- Offer updated work options.
- Design a competitive and comprehensive benefits plan.
- Promote internal diversity.
- Partner with local universities to build an applicant pool.
- Add other incentives.
Here are eleven critical talent acquisition strategies to ensure you’re finding the best people.
1. Align with your business goals.
Consider your business goals for the next one to five years, and use those objectives to tailor your acquisition strategy to meet those needs. While recruitment tends to focus on filling vacancies within departments, talent acquisition is more about considering how your company is going to expand long term and then finding employees who can help take you there.
For instance, are you planning on expanding into Latin America? If so, perhaps your HR department should focus on attracting candidates with international or regional experience. Or, maybe you’re planning on creating a new product, in which case, your HR efforts should focus on attracting talented software developers and coders.
Certain roles might not even exist yet, but you’ll want to consider what type of talent you’ll need to hit your business’s long-term goals. Remember, investing in the right candidates will pay off for your company, long-term.
2. Use data and marketing to create better acquisition material.
You wouldn’t create a marketing campaign without data, so why should you recruit without it?
Talent acquisition should be treated with just as much importance as any of your marketing campaigns. Convincing people to join your company is just as necessary as incentivizing people to buy your products.
There are plenty of different opportunities to use data to strengthen your talent acquisition strategy. For instance, you might use data to figure out where your top talent came from, and use that information to focus your talent acquisition efforts on certain academic programs or professional networking sites.
Additionally, your HR team should partner with your marketing department to refine job descriptions, career pages, emails, and more.
Using data, you can figure out if certain questions are deterring candidates from filling out job applications, and eliminate those questions. Alternatively, perhaps you’ll find adding images or videos to highlight company culture incentivizes more candidates to fill out job forms. Or, maybe more candidates apply for a job with description A over description B.
By using analytics and data, you’re able to ensure your job descriptions and career pages aren’t deterring qualified people from applying.
Bullhorn is designed to tackle some of the biggest tasks of talent acquisition: recruiting candidates, and sorting through the job pool. Their software was created to streamline applicant tracking systems and improve profitability for any size business.
3. Expand outreach strategies.
To find better talent, you’ll need to expand your sourcing strategies. Different skill sets require different methods of outreach. You’ll find your best marketers in a different place than your best programmers, so you’ll want to diversify your sourcing approach.
Rather than spending all your time on LinkedIn, consider other specialized job boards, academic programs, or networking events where you might find a specific group of talented professionals. For instance, SmartRecruiter is a CRM that is developed for recruiting candidates and coordinating calendars for potential new hires.
It’s critical you identify where you can find the vast majority of your top talent, whether that be professional events, conferences, online forums, or social networks. Then, focus on strengthening relationships and networking with the right people — not only will you grow your pool of potential hires, but you’ll also grow brand awareness for your company, which will help you attract talent in the future, as well.
4. Build your company brand.
Millions of millennials and older Generation Z candidates make up the current job force. This group of potential employees came of age with the internet and social media. In researching your business, these individuals look at social media accounts, websites, and job boards to understand your work culture.
When looking into your company, candidates will have questions. What is the workplace atmosphere? Do their employees look happy? Is there potential for growth? Leverage your current employees and capitalize on the instant broadcast capabilities of your website and social media. Post images and videos of your employees at work. Encourage employees to interact with your company on its platforms. Congratulate employees on internal promotions.
Note the focus on employees. A company that focuses on the well-being of its staff is a place where people will strive to work. Building your company identity to reflect a positive, expanding environment can be an effective tool in your talent acquisition strategy.
5. Emphasize the company’s corporate social responsibilities.
Companies have taken a step back from policies that only benefit them. Your company needs to focus on pursuing its goals while benefiting others. Your company’s corporate social responsibilities (CSR) are a considerable tool for attracting top candidates aligned with your organization’s values and beliefs.
Corporate social responsibilities lead to the betterment of your brand image, workplace culture, and general society. For example, while Ben & Jerry’s is known for its collection of ice cream flavors, the brand also stands out for its long-standing commitment to social responsibilities. Since 1985, Ben & Jerry’s has donated 7.5% of its pretax earnings to social causes like Greenpeace and Vietnam Veterans of America. Since then, the company has supported voting rights, racial justice, LGBTQ+ rights, and more. With a menu item dedicated to its values on the landing page of its website, the ice cream company emphasizes the importance of its CSR.
On the career landing page for your company, your CSR should be immediately noticeable through images and videos throughout the page. If your company focuses on diversity and inclusivity, demonstrate that. If your company stands behind sustainability, illustrate that through your content. Employees rarely want to work for a company that contradicts their values and beliefs. Use your corporate social responsibilities to attract like-minded candidates who will be passionate about working for your business.
6. Increase budget for the DE&I department.
Diversity, equity, and inclusion is critical for creating a successful talent acquisition strategy — in fact, Dan Schawbel a best-selling author and managing partner of a New York City-based HR research and advisory firm says “This year, 70 percent of job seekers said they want to work for a company that demonstrates a commitment to diversity and inclusion.
The face of the workforce has changed drastically in the last fifty years. In 2022, there are more women and minorities applying for jobs, and as stated by Schawbel, the majority of job seekers want to see this reflected in a company.
DE&I training is imperative and demonstrates that your company is willing to stay current and relevant with changing times. To see an ROI on your investment in training, prioritize retention. During the job application process, continue to eliminate biases in resume reviewing. Ways to remove biases include removing names and photos when sourcing candidates, making applications and resumes anonymous before review, and creating a diverse hiring team.
7. Offer updated work options.
The COVID-19 pandemic reshaped the American work model. Talent acquisition specialists adapt their work models to conduct online onboarding versus meeting candidates face-to-face. As the workforce evolves with more technological advances, workers will strive for more work/life balance.
A professional at Goldman Sachs posted a question on the finance message board of Blind, an anonymous professional network. They asked, “Would you rather make $30k more switching to a new job that requires you to work in the office, or would you rather keep your current salary but WFH anywhere after covid?” The network found that 64% of professionals prefer to permanently work from home over a $30K compensation increase. Other professional groups who favored permanent work from home over a compensation increase include Airbnb (71%), Lyft (81%), Twitter (89%), and Zillow Group (100%).
Employees want to work from home. Remote work models lead to higher productivity. On average, workers are 13% more productive when working from home. As technology continues to advance, your company needs to adjust and consider incorporating remote or hybrid work models while also cutting costs in outdated recruitment techniques to funnel the money into talent acquisition software.
8. Design a competitive and comprehensive benefits plan.
When it comes to compensation packages, employees may be willing to accept a lower salary if balanced by comprehensive health benefits e.g. medical, vision, and dental. Employees want good health benefits, and that includes mental health.
Life inside the workplace is not all that matters in talent acquisition. Consider what happens in an employee’s life outside the business. Does your business model allow for a healthy work/life balance? Are your employees able to receive sufficient healthcare? What kind of retirement or investment opportunities do you offer? Potential candidates will ask these questions about your company. It is necessary to provide the answers with a comprehensive benefits plan.
9. Promote internal diversity.
Many industries are dominated by men leading to women feeling underrepresented within the company’s culture. While the number of women in the workforce has increased significantly over the last few decades, men still hold most positions of power. There is also a racial disparity in corporate America. When HR departments create internal coalitions to rally morale, it increases diversity and inclusion efforts from inside the workforce. To build a diverse and inclusive culture, your company needs to give a voice to people from a wide range of backgrounds.
Diversity should be a company-wide model; however, it begins at the top. Educate yourself on various cultural traditions and backgrounds. Create a workplace where different perspectives are valued and voiced. Employees tend to follow the example of their boss or manager, and setting this example can span internal diversity across your company.
10. Partner with local universities to build an applicant pool.
To build a pipeline of potential candidates, companies partner with educational institutions. It helps establish a relationship between students and future employers.
Take IBM, for example. The technology corporation has partnered with The University of Notre Dame, Virginia Tech, and Florida State University to provide access to its systems for teaching and research. IBM has also planned joint-research collaborations with Duke University and Harvard University.
Instead of waiting for interested candidates to come across the company, IBM has started cultivating relationships with potential applicants. This strategy attracts candidates after graduation and boosts company retention.
11. Add other incentives.
Large to mid-size corporations use eye-catching bonuses and employee benefits to compete in a global market to attract top talent within the industry, but financial incentives aren’t the only things that matter.
When talented candidates are comparing companies, they’re going to consider values, culture, and work-life balance, too. By cultivating an impressive employer brand, you’ll attract better talent and find more long-term success.
To succeed with talent acquisition, consider how you can reframe your branding to focus on the best aspects of your company’s values and culture. You might mention your flexible remote policy and other work-life balance perks, or your company’s emphasis on growth opportunities.
It’s important to broadcast these unique attributes through employee review sites like Glassdoor, as well as your “About Us” page on your company website. When highly qualified people are contemplating your company over your competitors, it just might be those reviews that end up convincing them.
A Talent Acquisition Strategy to Find Top Talent
Your pursuit of top talent shouldn’t solely rely on traditional, short-term recruitment strategies like sending LinkedIn messages or attending job fairs. To ensure top talent acquisition and retention, you’ll need to devise a strategic long-term talent acquisition plan.
Editor’s note: This post was originally published in November 2018 and has been updated for comprehensiveness.
2023 Facebook Algorithm Guide: Overview & Best Practices
Every month, 2.7 billion people use Facebook, Meta’s globe-dominating social network. For marketers, this is an un-ignorable audience. However, reaching that audience isn’t always easy – to get content in front of a relevant user, they need to make the Facebook algorithm work in their favor.
Unfortunately, the algorithm can feel very mysterious. Why do some posts go viral with engagement while others wither and disappear without so much as a few courtesy likes?
The good news is that while the technical rules governing Facebook’s algorithm may be in a black box, there are plenty of guidelines and common-sense tips that can help ensure your content gets prioritized and seen. Facebook has published many explainers and tutorials over the past few years to break down how its algorithm ranks and distributes content to users’ Feeds.
Here’s how Facebook’s algorithm works in 2023 with ten expert tips on increasing the impact, performance and lifecycle of your Facebook content.
Table of Contents
- What is the Facebook Algorithm?
- A Recent History of the Facebook Algorithm
- How the Facebook Algorithm Works in 2023
- 10 Best Practices for Working with Facebook’s Algorithm
- Final Takeaway
What is the Facebook Algorithm?
The Facebook algorithm is the set of rules and formulas that determine what content users see in their Feeds. Its goal is to make the posts that “matter most to the user” highly visible to that user. To do this, it analyzes each piece of content eligible to be displayed and ranks them according to a set of criteria.
As Facebook explains, the algorithm is actually “not just one single algorithm; it’s multiple layers of [machine learning] models and rankings that we apply to predict the most relevant and meaningful content for each user.”
If that sounds complex, that’s because of the sheer volume of content on the Facebook platform. There are over 2 billion Facebook users and trillions of posts they can see; the algorithm needs to be sophisticated to sort through all that content in an instant between launching the Facebook application and the population of each user’s Feed.
A Recent History of the Facebook Algorithm
Since 2017, Facebook has been increasingly transparent about significant changes in how it ranks and distributes content. That also means the algorithm is constantly evolving. In general, those updates have favored user input, posts friends and family over publishers, and content personalized to a user’s interests… all geared toward generating more “meaningful interactions.” These updates include:
- Meaningful Interactions Update (2018) – This update signaled that the algorithm would predict which posts a user might want to interact with their friends about and show these posts higher in Feed. These posts inspire discussion in the comments and posts that users might want to share and react to.
- Updates to Video Rankings (2019) – This update boosted the rankings of video posts that users sought out and returned to, watched for more than one minute at a time, and were original creations and not repurposed content.
- Addressing Sensational Health Claims (2019) – This update applied some of the existing “clickbait” rules specifically to posts making medical or health claims in an effort to reduce misinformation. Exaggerated or sensational claims were deprioritized, as were posts promoting products that advertised “miracle” cures.
The past three years have seen additional updates, and since they’re more recent, they deserve closer examination.
2020: Key takeaway from 2020
In 2020, Facebook modified its algorithm again to give more weight to original, credible news sources and create more personalized advertising encounters for users based on their interactions. Additional updates this year included changes designed to comply with Apple’s iOS 14’s privacy guidelines.
- Prioritizing Original Sources: In response to users continually reporting a preference for “news stories that are credible and informative,” Facebook announced that it would make ongoing updates that “prioritize articles in News Feed that we identify as original reporting on a developing story or topic.”
- Personalized Ads: The Facebook algorithm serves advertisements to a user’s Feed based on the posts and pages they have engaged with previously. Businesses are also given the option to share information about the actions that users take on their websites and apps so they can show the most relevant content in users’ Facebook Feeds. To balance this process of information gathering and sharing, which also lays the foundation for personalized advertising on the platform, Facebook instituted the “Why am I seeing this ad” feature and the “Ad Preferences” dashboard for users (and to address privacy concerns).
- Retargeting Limitations: Even with expanded personalization, Facebook had to respond to the significant privacy and permissioning guidelines i=within the Apple iOS 14 update released in 2020 (Tinuiti’s Liz Emery takes a more detailed look at this topic here). When Apple users install or update to iOS 14, they will be prompted to opt-in or opt out of data sharing. While Facebook has other variables that can be used to identify devices, such as the associated email address and phone number, targeting that depends on users sharing their data at the device level is restricted based on this update.
2021: Machine Learning and User Control
In 2021, Facebook released new details about how the algorithm governing users’ Feeds works and increased the amount of control users have over what they see.
- Favorites: A new tool where users can control and prioritize posts in their Feeds from the friends and Pages they choose. By selecting up to 30 friends and Pages to include in Favorites, their posts will appear higher in ranked and can also be viewed as a separate filter.
- Revealing the algorithm’s machine learning mechanics: In 2021, Facebook published an in-depth post explaining how the Feed predicts what users want to see. For the first time, it detailed the machine learning processes behind predicting what users see in their Feeds based on various factors, including what and whom they’ve followed, liked, or engaged with recently. These mechanics are largely still in place today.
2022: From ML to AI
Last year, the Facebook algorithm evolved further in the direction of user control and augmented its use of machine learning tools with more sophisticated artificial intelligence systems. These two updates went hand-in-hand. Users were given a new function on each post they saw, the “Show More/Show Less” feature. Selecting “Show More” would increase the ranking score for that post, increasing the likelihood of a similar post or a similar user appearing in the user’s Feed. The inverse would happen when “Show Less” is selected.
These per-post user inputs are simultaneously helping the AI system generalize how relevant future content will be for that user. Or as Facebook puts it, “by offering more ways to incorporate direct feedback into Feed ranking, we’re making our artificial intelligence systems smarter and more responsive.”
Facebook’s AI model generates what the company calls user and content embeddings, which help predict the types of content a person wants to see more of or less of in their Feed. Another Facebook blog post from 2022 explains that a “user embedding captures a person’s tastes, while the content embedding captures the essence of what a post is about.”
One last update from 2022 – what was once called the Facebook News Feed is now just the “Feed.” That’s how we refer to it throughout this article, except where relevant due to historical discussion.
How the Facebook Algorithm Works in 2023
That’s the state of the Facebook algorithm in 2023 – it has evolved to become an AI-powered, user-centric model designed to present users with relevant, welcome content in their Feeds. Even though Meta will admit that the algorithm isn’t perfect (and may never be), Facebook has demonstrated a willingness to modify its processes to give users what they want.
Despite the Facebook algorithm’s complexity and integration of new technologies like AI and machine learning, understanding its core functionality boils down to four ranking factors.
The Four Ranking Factors Fueling the Facebook Feed Algorithm
Prioritizing what “matters” to users has been one of the most consistent purposes of the Feed and all of its previous iterations. The goal of Facebook’s algorithm is to “show stories that matter to users,” according to Adam Mosseri, VP of Facebook’s News Feed Management. That aim is reflected across the platform’s many updates and tweaks to its algorithm, from more user control to increased personalization on advertisements.
With that in mind, you should know how Facebook’s different algorithm factors work together to determine which stories “matter” to a user. And Facebook made these factors easy to understand in its published help center post.
Inventory represents the stock of all content that can display to a user on Facebook’s News Feed, which fluctuates based on user activity once scrolling has begun. This includes everything posted by friends and publishers.
Signals represent the information that Facebook can gather about a piece of content. Signals are the single factor that you have control over.
These are your inputs that Facebook interprets; type of content, the publisher, its age, purpose, and more.
You want your content to signal to Facebook that it’s meaningful and relevant to your target audience.
Predictions represent a user’s behavior and how likely they are to engage with a content piece. Will a user watch a video to completion? Will they select the “Show More” feature on the post?
Predictions take authentic engagement like comments, likes, and shares from real profiles into account.
4. Relevancy Score
Relevancy Score is the final number assigned to a piece of content based on the likelihood that the user will respond positively to it. It also accounts for whether a post is “clickbait,” whether it links to a low-quality webpage, or if it’s misinformative in some way.
10 Best Practices for Working with Facebook’s Algorithm
So how can you tailor your content to ensure a high Relevancy Score and a strong enough ranking to appear in your target audience’s Feeds? Most of the following tips will be common sense if you currently produce content for social audiences, but many are specific to the sophisticated Facebook algorithm.
Here are some guidelines and best practices for keeping your content meaningful in Facebook’s eyes, based on our research, Facebook’s recommendations, and Matt Navara and Paul Armstrong’s coverage of Facebook’s News Feed webinar.
1. Keep posts relevant to your audience
Your content should always be relevant to your core audience — the people you want to build a community around. If your content is relevant to a user, the Facebook algorithm is likely to interpret that content as “meaningful,” a key consideration in ranking.
Stories should be compelling enough for a user to want to share with family and friends. Content should be informative and interesting… and, of course, accurate.
Products, education and lifestyle imagery, should reinforce your post’s meaningful and informative nature and build on your identity as a brand answering to a specific audience.
2. Engage readers and encourage interaction
Facebook’s News Feed algorithm favors content that fosters positive interactions between your followers and others.
Any piece of content, from products to education to entertainment — should provoke conversation. Remember that conversations can’t be one-sided; you want your audience to respond, but you must also respond to them when possible.
You want your content to prompt people to stop their scroll, interact, and share. Interaction is a crucial weighting factor for the Facebook algorithm, so all your content should be tailored to maximize engagement.
3. But don’t use clickbait or engagement bait
Remember all those “like if…” and “share if you are…” posts?
This is considered engagement baiting; it doesn’t add value or interaction for users. It may not entirely be clickbait, but the Facebook algorithm will penalize it as though it were.
Avoid asking people to “please comment, like, and share.” Your content should inspire them to engage without having to ask.
Facebook penalizes brands that encourage comments, likes, and shares on organic and ad posts. Keep this in mind when developing content for Instagram and Facebook.
4. Expand your post reach with employees and brand advocates
Because the Facebook algorithm gives preference to posts from users’ friends, families and the pages they interact with, your company’s Facebook page will have naturally limited reach. This is where enlisting employees and brand advocates can have a real impact.
Facebook represents your widest audience, but to reach them, you need to engage the audience closest to home. Encouraging your work team to share your brand’s content with their networks broadens the reach of the post or piece of content and your brand. Directly engaging with Facebook users who are already devotees of your brand and asking them to share content with their friends and family can have a similar effect.,
5. Or put ad dollars behind content with organic momentum
The new Facebook algorithm values content that performs well organically, and you can build off that momentum by boosting or promoting that content with ad dollars.
Content that already has strong organic traction means lower CPCs which, combined with ad dollars, can act as a snowball effect for your content.
Identify opportunities for ads based on organic post engagement and tap into Facebook Ads Manager tools by leveraging these posts in ads.
Conversely, don’t waste ad dollars on poor-performing organic content. It will have higher CPCs and cost you more while offering less in return.
“If a post performs well with engagement, likes, and shares, there’s an opportunity to place additional ad dollars to drive that performance even further.”
— Nii Ahene, Chief Strategy Officer at Tinuiti
6. Create compelling, original video content
2019 was the year that Facebook began leaning into its video offering in earnest, and it hasn’t stopped since. Today, the video formats available on Facebook have expanded to include Reels and Stories (shorter clips), Video on Demand and Live video. Reels, in particular, is Facebook’s fastest-growing content format “by far.” s video continues to be the top-performing content type across all social media networks, focusing on video should be a central part of your Facebook marketing strategy.
For your video content to perform best in the Feed, Facebook recommends that it be original, capture the audience’s attention, spark engagement, and inspire users to seek additional video content from the same source.
To create original and authentic Reels, Stories and full-length videos, make sure they capture your brand’s voice and avoid duplicating content. To retain attention, ensure your creative and copy is optimized towards mobile viewing (i.e., shortened copy, readable overlays, shortened headlines). And to generate engagement, encourage discussion and genuine interactions (but like always, avoid engagement bait).
7. Inspire audiences and evoke emotion with storytelling
Just as videos should be original, engaging and attention-grabbing, so should any content you post on Facebook. Understand the kinds of stories that resonate with your audience and craft your posts to tell those stories in an exciting way.
You can create connections with your audience through authenticity, interactivity and accuracy. But the surest way is by listening. Ask for feedback. Learn their interests. Take cues from their activity on other platforms. When you know what your audience cares about, you have a better chance of inspiring them… and a better chance of rising to the top of their Feeds.
8. Post authentic and truthful content
Facebook says that “authentic stories are the ones that resonate most” and that users want to see accurate information. After the controversies surrounding “fake news” and the spread of dis- and misinformation on the platform in recent years, the company has made promoting truthful content central to the Facebook algorithm’s function.
To signal that your content is genuine and accurate, write clear headlines free from exaggeration or sensationalism. Use well-sourced, reliable information, and avoid sharing content from sources you need clarification on. And above all, don’t lie or try to mislead with your content.
9. Schedule content when readers are likely to engage
The Facebook Feed is no longer chronological, but timing can still impact post performance within the algorithm. You want to post content when your audience is likely to engage with it, which is likely in the evening or overnight, but it can vary widely by the user. There is some research exploring the objectively ideal time for posting, but the ultimate best practice is understanding your audience and when they are most likely to be on the platform.
10. Learn what works by tracking content performance
After you’ve published your content, remember to use Facebook Insights to track the performance of your content. This will help you understand how your different content pieces are performing in terms of engagement, which is the key ranking metric.
Facebook also offers a variety of tools designed to help you measure both organic content and paid ads. Choose the best tools for your brand, and track performance regularly. Learn from your own Insights data and the tools you use, and optimize your content from there.
The Facebook algorithm is sophisticated and constantly evolving. There are few shortcuts and no way to “hack” it. But the steps outlined in this article can help make the algorithm work for you and help you get your content in front of the Facebook users who need to see it.
Want to work with our team of Facebook experts? Reach out today!
Editor’s Note: This post was originally published by Greg Swan in April 2020 and has been updated for freshness, accuracy, and comprehensiveness.
Five questions for our new CMO, Shafqat Islam
Alex Atzberger: Now that you’ve stepped into the CMO role, what are you looking forward to?
Shafqat Islam: It’s amazing to take on this role at both a category creator and leader. How many brands can be a leader in almost every category–think Experimentation and CMS–that we play in?
And we have so much to look forward to and build on. We have an exceptional team of marketing leaders and practitioners. They are fiercely intelligent, optimistic, and care deeply about what our products can *do* for our customers. Not just for the people who will encounter the marketing, retail, and product experiences that we support, but for the people who build them. As somebody who has both built products and been deeply immersed in marketing, I love the perspective that our team has.
Alex Atzberger: What makes Optimizely unique?
Shafqat Islam: First off, we’re category creators in experimentation and content management, both CMS and CMP. Marketers know this, and analysts know it, as something like 7 major analyst reports will tell you.
Martech is a crowded field, so it’s true that there are a lot of firms whose territory overlaps with some of ours. But show me another company that can handle the entire content lifecycle like we can. Or show me another company that can do both feature flagging and experimentation.
We also have a legendary legacy in the martech world. Before I joined, I knew that A/B testing and Optimizely were synonymous, and that the company’s roots go all the way back to the origins of the practice. And that’s something that is like common folklore in marketing and technology.
And more than anything, the 1500 people who work here are world-class.
Alex Atzberger: Being a CMO talking to other CMOs and marketing leaders is an advantage. You know the customer. But you’ve also built tech products. How does that affect your work now?
Shafqat Islam: I’ve spent the majority of my adult life building products for marketers. So I’ve been lucky to spend so much time talking to CMOs and marketers in almost every type of company all over the world. As the founder/CEO of Welcome, my approach was to solve marketer challenges by building products. But now as CMO, I get to use the products we build.
We’re practitioners of all of our own solutions, so in addition to the natural empathy I have for marketers, I am also close to the job’s unique challenges every day. There’s nothing like that to keep you sharp and keep you close to the customer.
As a product builder, I knew we must always speak to business outcomes. But as CMO, I love that we aren’t just talking about the solutions – we’re living them, too.
Because I was an entrepreneur for so long, I also bring another unique view – my willingness to take smart risks. I love to try things, even if (especially if?) the results are sometimes surprising. When it comes to experimentation, there are no failures, only learnings.
Alex Atzberger: What are the biggest challenges you’re hearing from our customers, current and future?
Shafqat Islam: Growth, especially given how tough it is out there for so many industries. The stakes are very high when it comes to creating experiences that will win and retain customers. That’s what all of our customers–especially the retail heavyweights-are thinking about.
And marketing and technology leaders need to do this with leaner budgets. Efficiency matters a lot right now, and that means not only reducing the costs you can see, like the price tag attached to software, but also the costs you can’t see right away, like how much time and money it takes to manage a set of solutions. With that said, in tough times, I think the strongest brands can not just survive but also thrive. I also think when others are fearful, that may be the time to invest aggressively.
And in the background of all this, there is still the ever-expanding list of customer touchpoints. This is simultaneously an exciting challenge for marketers and an exciting opportunity. More data means more effective storytelling– if you can use it right.
I also hear marketers when they say there’s a need for a shared space for collaboration among us. The role of the marketer is expansive, and it’s only getting more complicated. Building a community where we can come together and appreciate our shared goals is difficult, but I’m optimistic that we’re moving in the right direction.
Alex Atzberger: What is next in our space? What will marketing and technology leaders be talking about six months from now?
Shafqat Islam: Looking around now, it’s clear that 2023 will be the year that AI-generated content goes mainstream. We’re just starting to see the uses and the consequences of this. There’s already buzz about ChatGPT and its capabilities, and platforms are already making space to integrate AI functionality into their offerings. It could be an exciting way for users to become better equipped to create and share high-quality content.
Customers also have gotten very used to personalization. Every screen they see daily is personalized, whether it’s their Netflix account or social feeds. So, when I see a site that isn’t personalized, I kind of scratch my head and wonder, why? With personalization now the norm, expectations for digital creators are sky-high.
Read the official press release.
What to Consider When Choosing a Brand Ambassador for Your Social Media Campaign
Want to maximize the potential of your social media campaign? Then you must ensure to choose the right brand ambassador for the job. Having a good ambassador will increase your social media reach and boost sales. But, selecting the best ambassador can be tricky.
This guide will show you the key steps to consider when selecting the perfect brand ambassador for your social media campaign. From assessing their influence to ensuring their content matches your brand’s mission. This guide will give you the insights you need to make the right decision.
Understanding the role of a brand ambassador
A brand ambassador acts as a company representative, promoting the brand’s products to a specific audience. They are selected for their influence and ability to communicate the brand’s message. Their primary goal is to increase brand awareness and engagement with the audience.
To achieve this, an ambassador shares the brand’s message and builds connections with the target audience. They help to establish trust and credibility for the brand by personally endorsing it through their own experiences. Also, they provide valuable feedback to the company, allowing for product improvements.
Tips for choosing the right ambassador for your social media campaign
1) Assess the credibility and influence of potential ambassadors.
One of the first steps is to ensure they have a very active social media presence. Make sure they have many followers and a high engagement rate. Check the number of followers they have and the type of posts they share. This will give you a good idea of the content they generate and let you know if they are a good fit for your campaign.
Make sure their posts are relevant and appropriate for your brand. If their content is not a good fit, you may want to reconsider hiring them for your campaign. This is important if your brand has a particular message you wish to convey to your audience. If their content is not in line with your brand’s values, it could have a negative effect on your brand’s image.
2) Analyze the compatibility between the ambassador’s content and your brand’s mission.
It’s common to think that a famous ambassador would be a good fit for your campaign. But if their content is not in line with your brand, they are not an option. You may want to go further and check the interaction between their posts and followers. If the interaction is very high and followers actively participate, this is a good indicator of the quality of the ambassador. This will show how much impact the ambassador has among their followers. The interaction of the followers with the ambassador’s posts is important, as it is a good way for them to get to know your brand better.
3) Make sure the ambassador is present on the right social networks.
If your brand uses more than one type of social media, you should ensure the ambassador is present on them. You can choose an ambassador who is active on most of the major social networks. But, you must ensure they have an appropriate presence on each platform.
For example, it may not be a good idea to select an ambassador who is primarily active on Instagram for a Facebook-centric campaign. Remember that followers on each platform are different, and it’s important to reach your desired audience. If the ambassador you choose is present on the right social media platform, it will be easier for them to reach your audience.
4) Set expectations and establish the terms of the partnership.
Once you have selected an ambassador and they have agreed to collaborate with your brand, set the terms of the collaboration. Set clear expectations and tell the ambassador precisely what you want them to do. This includes specifying the type of content that should be posted. It is also important to outline the kind of connection that should be fostered between their followers and your company.
Also, be sure to establish payment terms and any other essential partnership details. For example, if you want the ambassador to promote your brand at a specific event, let them know so they can prepare.
5) Consider brand ambassadors who have experience participating in events.
A brand ambassador with experience working at events and comfortable interacting with customers can be a valuable asset to your campaign. They will be able to promote your brand and products at events and help to build a positive image for your company.
Find a brand ambassador who is professional and comfortable in a high-energy environment. This will ensure they can effectively represent your brand and engage with customers at events. Hire an event staffing agency to ensure the event runs smoothly and let brand ambassadors focus on promoting the brand and connecting with the audience.
6) Complete the selection and onboarding process
Make sure you select an available ambassador with the right skills for your campaign. Verify that the ambassador’s availability matches your campaign schedule.
It’s a good idea to start interacting with the ambassador on social media. It will help you establish a strong relationship, making promoting your brand more accessible. Show the audience that they have rallied behind your brand and thank them for their support.
7) Follow-up and evaluation of the ambassador’s success
Once the campaign is over, follow up with the ambassador to test its success. Ask the ambassador if your promotion has been effective and get their feedback on the campaign. This is an excellent way to improve your campaign the next time you run it. It will also help you identify areas where you can improve your social media strategy.
You can test the success of your social media campaign by looking at three main factors: reach, engagement, and conversions. By considering these factors, you can determine the success of your social media campaign. Also, you can identify any areas that need improvement.
Brands use brand ambassadors to increase engagement and sales of their products. An ambassador has a large following and regularly interacts with your audience. When selecting an ambassador, consider factors such as their social media presence and the ability to communicate your brand’s message. Taking the time to choose the proper brand ambassador will ensure the success of your social media campaign.
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