MARKETING
5 Open Door Policy Examples
Whether they have an issue they want to be resolved or ideas they think would improve the company or better serve clients, employees just want to be heard.
When you don’t create an open line of communication with your team, they may feel discouraged, leading to poor morale and ultimately lower production. Not to mention that employees who feel undervalued are likely to take their time and talents elsewhere.
But an open-door policy can help employees bring fresh ideas to the table and make you aware of small issues before they become major problems that affect everyone. Here’s what an open-door policy entails, how you can create one yourself, and some examples of open-door policies in action.
What is an open-door policy?
An open-door policy is a set workplace rule that encourages employees to discuss any job-related ideas or issues with their immediate supervisors or any senior-level managers that they feel comfortable discussing these topics with.
This workplace standard should foster communication and trust throughout the company, and employees should not have to fear retaliation should they raise issues with the company or their work with any managers. Instead, they should feel heard and supported through an open door policy.
Benefits of an Open Door Policy
There are several benefits to maintaining an open-door policy in the workplace. First, it fosters better communication across the company. It also helps employees speak their minds about workplace issues as soon as possible, which minimizes conflicts.
An open-door policy can help employees feel more supported and valued by management, which boosts morale and ultimately productivity. It may even lower turnover rates.
In one study on employee voice, researchers found that at a national restaurant chain with over 7,500 employees and 335 general managers, turnover decreased by 32% and saved the company $1.6 million per year by allowing employees to voice their concerns.
Why You Need an Open-Door Policy
Without an open-door policy, your team may experience an increase in workplace conflicts if people don’t feel comfortable raising issues sooner rather than later.
Some employees may begin to isolate themselves if they feel they can’t speak to managers about ideas or concerns. Ultimately, these employees may even leave the company in hopes of finding a workplace culture that is more transparent and communicative.
Plus, without an environment that feels open and supportive, you could be missing out on great ideas that improve the company if employees don’t feel that they can share their ideas with you.
How to Set Up an Open-Door Policy
- Add It to the Handbook
- Communicate Expectations
- Set Boundaries
- Actively Listen to Employees
- Address Concerns In a Timely Fashion
When you’re ready to start implementing an open-door policy in your office, follow these five steps to setting up the standard and following it through.
1. Add It to the Handbook
To make your open-door policy official, you want to add it to the company handbook, so employees are able to review the policy at any time. This also adds more accountability for supervisors to follow the policy.
2. Communicate Expectations
If an open-door policy is new to your employees, you should explain what it is, how it works, and what it will look like for your team.
For example, some companies have a pretty literal open-door policy, meaning when a manager’s door is open, employees can pop in to talk. Discuss how the open door policy works, so employees feel comfortable if they need to use it.
3. Set Boundaries
Creating open and direct lines of communication with management is good, but without boundaries, this can also lead to a loss in productivity. Set boundaries that work for you and your team.
Can employees drop by to discuss issues anytime, or should they email you to set up a meeting? Alternatively, you can share times of the day or week that are the best for employees to stop by your office, rather than leaving yourself open all the time, which can prevent you from doing your work.
Also, consider boundaries on discussion topics. Employees should feel comfortable speaking to management if there’s a conflict with another employee, but this shouldn’t become a way for teammates to gossip about one another or undermine co-workers.
4. Actively Listen to Employees
If an employee comes to you with a problem or idea, make sure you are actively listening to the employee. Otherwise, it can come off as if you don’t care. That means stop typing and sending off emails when they are trying to speak to you. Instead, maintain eye contact, ask thoughtful questions, and end the conversation with a recap of what you discussed.
5. Address Concerns In a Timely Fashion
Some workplaces say they have an open-door policy, but when employees voice their concerns, nothing is actually done. Follow through on your open-door policy by addressing issues as soon as possible after an employee comes to you.
Open-Door Policy Examples
Many companies across different sectors have open-door policies for their teams. Here are some top examples of various companies that use open-door policies to boost transparency, communication, and productivity.
1. IBM
IBM, a massive technology company operating in over 170 countries, has had an open-door policy for several years. It allows employees to access higher management to discuss concerns. As an added level of security, IBM also allows employees to speak confidentially and send reports by phone, email, or even snail mail.
In a study on an IBM subsidiary in France, researchers found that the more the open door policy is communicated to employees, the more confident employees feel in the policy, an example that any workplace should consider as they set up their own open-door policy.
2. HP
HP, another major technology company, has a policy that invites employees to raise concerns quickly and opens communication across all levels of the company. As part of its expectations, HP notes that open communication should be part of day-to-day business practices for all employees.
As far as boundaries go, employees should first bring up their concerns within their own chain of command before taking it to the Ethics and Compliance office. Finally, employees should feel comfortable giving or asking for feedback without any fear of retaliation from management or co-workers.
3. Keka
Keka is an HR payroll software company that prides itself on making employees feel safe, inspired, and fulfilled by their job. So it’s no surprise that the organization has its own open-door policy.
For its own policy, Keka uses open doors literally and figuratively, allowing teams to communicate frequently whether in-person or virtually. This company’s policy applies across various levels and departments of the company, so anyone can raise their concerns to any relevant party.
The policy clearly outlines the expectations and boundaries for the policy, including what types of topics, are considered relevant for discussion and how to have the most effective discussion to resolve issues promptly.
4. Saint Louis University
Open door policies are encouraged at higher education institutions, too. At Saint Louis University, the open-door policy is meant to create a more informal conflict-resolution process that is an add-on to other procedures for employee reviews and staff grievances.
The policy notes that employees can bring up questions, suggestions, or concerns, typically to their immediate supervisor, for assistance. If employees do not receive assistance, the policy directs employees to follow the more formal Staff Grievance Policy.
5. Health Information Alliance, Inc.
The Health Information Alliance, Inc. implements an open-door policy designed to foster a positive work environment. In this open-door policy, there are specific issues outlined that are “open-door issues,” including, “disciplinary action, work assignments, interpretation or application of policies and procedures, transfer and nonsupervisory promotions, or other employment issues.”
Other issues, like evaluations or personal conflicts, are notably not included.
This is more of a hybrid open-door policy that also follows a traditional chain of command, where the employee is encouraged to first speak with their direct supervisor. If their complaint is about their supervisor, then they can go up the chain of command to their supervisor’s manager.
Although considered a more informal route of resolving issues, this policy makes an important note that open-door issues should be thoroughly documented in order to best resolve each concern.
Improve Employee Morale and Trust With an Open-Door Policy
The key to any successful relationship is communication, and that certainly applies to workplace employees. If you want your employees to feel supported, supervisors and executives should consider implementing an open-door policy.
With this workplace standard, employees can raise concerns over company procedures, other employees’ conduct, their pay, or any other work-related issues. It also opens the door for employees to share their ideas, which can benefit the entire company by making things run more efficiently or improving productivity.
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MARKETING
YouTube Ad Specs, Sizes, and Examples [2024 Update]
Introduction
With billions of users each month, YouTube is the world’s second largest search engine and top website for video content. This makes it a great place for advertising. To succeed, advertisers need to follow the correct YouTube ad specifications. These rules help your ad reach more viewers, increasing the chance of gaining new customers and boosting brand awareness.
Types of YouTube Ads
Video Ads
- Description: These play before, during, or after a YouTube video on computers or mobile devices.
- Types:
- In-stream ads: Can be skippable or non-skippable.
- Bumper ads: Non-skippable, short ads that play before, during, or after a video.
Display Ads
- Description: These appear in different spots on YouTube and usually use text or static images.
- Note: YouTube does not support display image ads directly on its app, but these can be targeted to YouTube.com through Google Display Network (GDN).
Companion Banners
- Description: Appears to the right of the YouTube player on desktop.
- Requirement: Must be purchased alongside In-stream ads, Bumper ads, or In-feed ads.
In-feed Ads
- Description: Resemble videos with images, headlines, and text. They link to a public or unlisted YouTube video.
Outstream Ads
- Description: Mobile-only video ads that play outside of YouTube, on websites and apps within the Google video partner network.
Masthead Ads
- Description: Premium, high-visibility banner ads displayed at the top of the YouTube homepage for both desktop and mobile users.
YouTube Ad Specs by Type
Skippable In-stream Video Ads
- Placement: Before, during, or after a YouTube video.
- Resolution:
- Horizontal: 1920 x 1080px
- Vertical: 1080 x 1920px
- Square: 1080 x 1080px
- Aspect Ratio:
- Horizontal: 16:9
- Vertical: 9:16
- Square: 1:1
- Length:
- Awareness: 15-20 seconds
- Consideration: 2-3 minutes
- Action: 15-20 seconds
Non-skippable In-stream Video Ads
- Description: Must be watched completely before the main video.
- Length: 15 seconds (or 20 seconds in certain markets).
- Resolution:
- Horizontal: 1920 x 1080px
- Vertical: 1080 x 1920px
- Square: 1080 x 1080px
- Aspect Ratio:
- Horizontal: 16:9
- Vertical: 9:16
- Square: 1:1
Bumper Ads
- Length: Maximum 6 seconds.
- File Format: MP4, Quicktime, AVI, ASF, Windows Media, or MPEG.
- Resolution:
- Horizontal: 640 x 360px
- Vertical: 480 x 360px
In-feed Ads
- Description: Show alongside YouTube content, like search results or the Home feed.
- Resolution:
- Horizontal: 1920 x 1080px
- Vertical: 1080 x 1920px
- Square: 1080 x 1080px
- Aspect Ratio:
- Horizontal: 16:9
- Square: 1:1
- Length:
- Awareness: 15-20 seconds
- Consideration: 2-3 minutes
- Headline/Description:
- Headline: Up to 2 lines, 40 characters per line
- Description: Up to 2 lines, 35 characters per line
Display Ads
- Description: Static images or animated media that appear on YouTube next to video suggestions, in search results, or on the homepage.
- Image Size: 300×60 pixels.
- File Type: GIF, JPG, PNG.
- File Size: Max 150KB.
- Max Animation Length: 30 seconds.
Outstream Ads
- Description: Mobile-only video ads that appear on websites and apps within the Google video partner network, not on YouTube itself.
- Logo Specs:
- Square: 1:1 (200 x 200px).
- File Type: JPG, GIF, PNG.
- Max Size: 200KB.
Masthead Ads
- Description: High-visibility ads at the top of the YouTube homepage.
- Resolution: 1920 x 1080 or higher.
- File Type: JPG or PNG (without transparency).
Conclusion
YouTube offers a variety of ad formats to reach audiences effectively in 2024. Whether you want to build brand awareness, drive conversions, or target specific demographics, YouTube provides a dynamic platform for your advertising needs. Always follow Google’s advertising policies and the technical ad specs to ensure your ads perform their best. Ready to start using YouTube ads? Contact us today to get started!
MARKETING
Why We Are Always ‘Clicking to Buy’, According to Psychologists
Amazon pillows.
MARKETING
A deeper dive into data, personalization and Copilots
Salesforce launched a collection of new, generative AI-related products at Connections in Chicago this week. They included new Einstein Copilots for marketers and merchants and Einstein Personalization.
To better understand, not only the potential impact of the new products, but the evolving Salesforce architecture, we sat down with Bobby Jania, CMO, Marketing Cloud.
Dig deeper: Salesforce piles on the Einstein Copilots
Salesforce’s evolving architecture
It’s hard to deny that Salesforce likes coming up with new names for platforms and products (what happened to Customer 360?) and this can sometimes make the observer wonder if something is brand new, or old but with a brand new name. In particular, what exactly is Einstein 1 and how is it related to Salesforce Data Cloud?
“Data Cloud is built on the Einstein 1 platform,” Jania explained. “The Einstein 1 platform is our entire Salesforce platform and that includes products like Sales Cloud, Service Cloud — that it includes the original idea of Salesforce not just being in the cloud, but being multi-tenancy.”
Data Cloud — not an acquisition, of course — was built natively on that platform. It was the first product built on Hyperforce, Salesforce’s new cloud infrastructure architecture. “Since Data Cloud was on what we now call the Einstein 1 platform from Day One, it has always natively connected to, and been able to read anything in Sales Cloud, Service Cloud [and so on]. On top of that, we can now bring in, not only structured but unstructured data.”
That’s a significant progression from the position, several years ago, when Salesforce had stitched together a platform around various acquisitions (ExactTarget, for example) that didn’t necessarily talk to each other.
“At times, what we would do is have a kind of behind-the-scenes flow where data from one product could be moved into another product,” said Jania, “but in many of those cases the data would then be in both, whereas now the data is in Data Cloud. Tableau will run natively off Data Cloud; Commerce Cloud, Service Cloud, Marketing Cloud — they’re all going to the same operational customer profile.” They’re not copying the data from Data Cloud, Jania confirmed.
Another thing to know is tit’s possible for Salesforce customers to import their own datasets into Data Cloud. “We wanted to create a federated data model,” said Jania. “If you’re using Snowflake, for example, we more or less virtually sit on your data lake. The value we add is that we will look at all your data and help you form these operational customer profiles.”
Let’s learn more about Einstein Copilot
“Copilot means that I have an assistant with me in the tool where I need to be working that contextually knows what I am trying to do and helps me at every step of the process,” Jania said.
For marketers, this might begin with a campaign brief developed with Copilot’s assistance, the identification of an audience based on the brief, and then the development of email or other content. “What’s really cool is the idea of Einstein Studio where our customers will create actions [for Copilot] that we hadn’t even thought about.”
Here’s a key insight (back to nomenclature). We reported on Copilot for markets, Copilot for merchants, Copilot for shoppers. It turns out, however, that there is just one Copilot, Einstein Copilot, and these are use cases. “There’s just one Copilot, we just add these for a little clarity; we’re going to talk about marketing use cases, about shoppers’ use cases. These are actions for the marketing use cases we built out of the box; you can build your own.”
It’s surely going to take a little time for marketers to learn to work easily with Copilot. “There’s always time for adoption,” Jania agreed. “What is directly connected with this is, this is my ninth Connections and this one has the most hands-on training that I’ve seen since 2014 — and a lot of that is getting people using Data Cloud, using these tools rather than just being given a demo.”
What’s new about Einstein Personalization
Salesforce Einstein has been around since 2016 and many of the use cases seem to have involved personalization in various forms. What’s new?
“Einstein Personalization is a real-time decision engine and it’s going to choose next-best-action, next-best-offer. What is new is that it’s a service now that runs natively on top of Data Cloud.” A lot of real-time decision engines need their own set of data that might actually be a subset of data. “Einstein Personalization is going to look holistically at a customer and recommend a next-best-action that could be natively surfaced in Service Cloud, Sales Cloud or Marketing Cloud.”
Finally, trust
One feature of the presentations at Connections was the reassurance that, although public LLMs like ChatGPT could be selected for application to customer data, none of that data would be retained by the LLMs. Is this just a matter of written agreements? No, not just that, said Jania.
“In the Einstein Trust Layer, all of the data, when it connects to an LLM, runs through our gateway. If there was a prompt that had personally identifiable information — a credit card number, an email address — at a mimum, all that is stripped out. The LLMs do not store the output; we store the output for auditing back in Salesforce. Any output that comes back through our gateway is logged in our system; it runs through a toxicity model; and only at the end do we put PII data back into the answer. There are real pieces beyond a handshake that this data is safe.”
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