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Why Workplace Authenticity Matters More than Ever, According to Credly’s VP of Customer Success

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Pre-pandemic, it was relatively easy to keep tight boundaries between our personal and professional lives.

But in a post-pandemic world, things have shifted. Now, people have their dogs or children in the background during Zoom calls. Others have yoga breaks and book clubs blocked into their work calendars.

Companies have also put a bigger focus on their employees’ mental and physical health: For instance, HubSpot began offering its employees access to mental health tool Modern Health, as well as an employee discount for the Headspace app.

All of which is to say: The workplace has changed, and whether people work from home or return to the office, they’re going to want — and expect — the freedom of bringing their full selves to work.

Here, I sat down with Krystal Lamoureux, VP of Customer Success at Credly, to learn her leadership tips for encouraging employees to bring their full selves to work. Let’s dive in.

What It Means to Bring Your Whole Self to Work, and Why It Matters

For starters, I asked Lamoureux what it means to bring her ‘full self’ to work.

She told me, “I think the pandemic has helped me realize that being a professional does not mean I have to check my personal life at the door. It forced me to shrink everything about me to fit inside the four walls of my home. Suddenly work, school, and play were all occurring in the same place and at the same time. Pre-pandemic, my kids went to school and I commuted to the office. Somewhere in the car post-drop off, I switched from mom to professional.”

Lamoureux adds, “When the pandemic hit, I no longer had the option to segment my day or attention the way I used to and, as a result, the way I work has changed (for the better). Not only has my wardrobe shifted to more casual options (leggings, yoga pants, and hoodies for the most part), but I’ve also adjusted when and how I work.”

Research has shown tremendous benefits to authenticity in the workplace, both for individuals and for organizations at-large. For instance, Simmons University Institute for Inclusive Leadership’s 2021 Leadership Development Survey found people who behaved authentically at work felt more confident, more deeply engaged, and happier.

Additionally, respondents said being authentic enabled them to build stronger coworker relationships, and roughly half even said authenticity made them “more able to do their best work” in the office.

Authenticity in the workplace can’t happen without psychological safety, but it’s a critical component for happy, healthy employees. Additionally, it’s simply a good business practice to foster authenticity in the workplace, since people who feel they can bring their full selves to work ultimately connect more deeply and fully with their team — leading to lower turnover rates and higher engagement.

As Lamoureux puts it: Our personalities, experiences, likes and dislikes, and goals and aspirations all join together to form the person who shows up for work every day anyway.

“Bringing our whole selves to work creates a much richer, more authentic product for everyone involved. Allowing people to bring their whole selves to work creates a more authentic, happier work life.”

quote from credly vp on authenticity workplace

So — what does authenticity look like in practice?

Lamoureux told me, “I don’t have a dedicated office space in my home, but I usually set up shop at the dining room table where I have a tidy background for video calls. When I’m chatting with my team, I’ll move to my couch to snuggle with my pup. Our CEO often encourages us to turn our cameras off and walk around during calls to avoid Zoom-fatigue. Knowing that I’m not always expected to be on-camera allows me flexibility to tend to laundry while I participate in a meeting.”

Aspects of Lamoureux’s life outside of work — her dining room, her puppy, and her laundry — will inevitably mingle with Lamoureux’s work, and she’s okay with that.

As she puts it, “Am I always at my desk? No. Am I still working and being productive? Yes. Do I have a better work-life balance? Absolutely.”

In terms of leadership, there’s a delicate balance between encouraging authenticity and expecting your employees to deliver results, but with empathy and trust, you can find a way to accomplish both.

Lamoureux told me, “I expect my team to be responsible, responsive, and complete what needs to be completed. I also expect them to take care of their family obligations and their health. We do a work-life blend at Credly — meaning there will be times we are online shopping for new shoes on Tuesday at 3 p.m. (and getting opinions from coworkers), and other times when we’re answering emails at 9 p.m. on a Thursday. The bottom line is that I want them to set healthy boundaries because it’s necessary for us all to do good work.”

How can you encourage authenticity in the workplace?

Creating fun ways for employees to interact with one another that isn’t work-related is an effective starting point for encouraging authenticity.

At Credly, Lamoureux’s team has coffee breaks and book clubs to connect with one another and learn more about each other as full human beings.

  • Coffee Breaks: We have a weekly coffee break with only one rule: no work allowed. Sometimes, we incorporate a theme into our coffee breaks encouraging people to dress up or bring something to share. It allows us to show bits of ourselves in a fun way. We’ve learned so much about one another from these casual conversations.
  • Book Club: we generally read 2-3 books per year as a team. Sometimes, they are work-related, but sometimes they aren’t. We’ve had such deep, rich discussions in those book club meetings!

Additionally, one of the most effective and simple ways to encourage authenticity is to lead by example. The more authentic you can be as a leader, the more you’re giving employees permission to do the same. 

How do businesses fail when it comes to creating an authentic culture?

Finally, I asked Lamoureux how she feels most businesses fail when it comes to authenticity.

quote from credly vp on authenticity at work

She told me, “I think most businesses want the best for their employees but are afraid to reset what a productive, professional environment looks like. Our world of work isn’t what it was two years ago, and as the world opens up again and employees return to offices, I think it could be tempting for business leaders to try to function the same way they did pre-pandemic.”

“It’s the baseline for ‘normal’ — how things used to be. But with all the turmoil of the pandemic, we’ve also learned new, wonderful ways of working and it’s essential that organizations keep those elements.”

Ultimately, it’s critical your team learns how to pivot and meet the needs of each employee today. Perhaps those needs have changed as a result of the pandemic; or, maybe the pandemic simply brought them to light. Either way, to increase the satisfaction, engagement, and happiness of your employees, it’s vital you encourage and foster authenticity.

company culture template

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Take back your ROI by owning your data

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Treasure Data 800x450

Treasure Data 800x450

Other brands can copy your style, tone and strategy — but they can’t copy your data.

Your data is your competitive advantage in an environment where enterprises are working to grab market share by designing can’t-miss, always-on customer experiences. Your marketing tech stack enables those experiences. 

Join ActionIQ and Snowplow to learn the value of composing your stack – decoupling the data collection and activation layers to drive more intelligent targeting.

Register and attend “Maximizing Marketing ROI With a Composable Stack: Separating Reality from Fallacy,” presented by Snowplow and ActionIQ.


Click here to view more MarTech webinars.


About the author

Cynthia RamsaranCynthia Ramsaran

Cynthia Ramsaran is director of custom content at Third Door Media, publishers of Search Engine Land and MarTech. A multi-channel storyteller with over two decades of editorial/content marketing experience, Cynthia’s expertise spans the marketing, technology, finance, manufacturing and gaming industries. She was a writer/producer for CNBC.com and produced thought leadership for KPMG. Cynthia hails from Queens, NY and earned her Bachelor’s and MBA from St. John’s University.

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Revolutionizing Auto Retail: The Game-Changing Partnership Between Amazon and Hyundai

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Revolutionizing Auto Retail: The Game-Changing Partnership Between Amazon and Hyundai

Revolutionizing Auto Retail The Game Changing Partnership Between Amazon and Hyundai

In a groundbreaking alliance, Amazon and Hyundai have joined forces to reshape the automotive landscape, promising a revolutionary shift in how we buy, drive, and experience cars.

Imagine browsing for your dream car on Amazon, with the option to seamlessly purchase, pick up, or have it delivered—all within the familiar confines of the world’s largest online marketplace. Buckle up as we explore the potential impact of this monumental partnership and the transformation it heralds for the future of auto retail.

Driving Change Through Amazon’s Auto Revolution

Consider “Josh”, a tech-savvy professional with an affinity for efficiency. Faced with the tedious process of purchasing a new car, he stumbled upon Amazon’s automotive section. Intrigued by the prospect of a one-stop shopping experience, Josh decided to explore the Amazon-Hyundai collaboration.

The result?

A hassle-free online car purchase, personalized to his preferences, and delivered to his doorstep. Josh’s story is just a glimpse into the real-world impact of this game-changing partnership.

Bridging the Gap Between Convenience and Complexity

Traditional car buying is often marred by complexities, from navigating dealership lots to negotiating prices. The disconnect between the convenience consumers seek and the cumbersome process they endure has long been a pain point in the automotive industry. The need for a streamlined, customer-centric solution has never been more pressing.

1701235578 44 Revolutionizing Auto Retail The Game Changing Partnership Between Amazon and Hyundai1701235578 44 Revolutionizing Auto Retail The Game Changing Partnership Between Amazon and Hyundai

Ecommerce Partnership Reshaping Auto Retail Dynamics

Enter Amazon and Hyundai’s new strategic partnership coming in 2024—an innovative solution poised to redefine the car-buying experience. The trio of key developments—Amazon becoming a virtual showroom, Hyundai embracing AWS for a digital makeover, and the integration of Alexa into next-gen vehicles—addresses the pain points with a holistic approach.

In 2024, auto dealers for the first time will be able to sell vehicles in Amazon’s U.S. store, and Hyundai will be the first brand available for customers to purchase.

Amazon and Hyundai launch a broad, strategic partnership—including vehicle sales on Amazon.com in 2024 – Amazon Staff

This collaboration promises not just a transaction but a transformation in the way customers interact with, purchase, and engage with their vehicles.

Pedal to the Metal

Seamless Online Purchase:

  • Complete the entire transaction within the trusted Amazon platform.
  • Utilize familiar payment and financing options.
  • Opt for convenient pick-up or doorstep delivery.
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Hyundai’s Cloud-First Transformation:

  • Experience a data-driven organization powered by AWS.
  • Benefit from enhanced production optimization, cost reduction, and improved security.

Alexa Integration in Next-Gen Vehicles:

  • Enjoy a hands-free, voice-controlled experience in Hyundai vehicles.
  • Access music, podcasts, reminders, and smart home controls effortlessly.
  • Stay connected with up-to-date traffic and weather information.

Driving into the Future

The Amazon-Hyundai collaboration is not just a partnership; it’s a revolution in motion. As we witness the fusion of e-commerce giant Amazon with automotive prowess of Hyundai, the potential impact on customer behavior is staggering.

The age-old challenges of car buying are met with a forward-thinking, customer-centric solution, paving the way for a new era in auto retail. From the comfort of your home to the driver’s seat, this partnership is set to redefine every step of the journey, promising a future where buying a car is as easy as ordering a package online.

Embrace the change, and witness the evolution of auto retail unfold before your eyes.


Revolutionizing Auto Retail The Game Changing Partnership Between Amazon and Hyundai

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How to Schedule Ad Customizers for Google RSAs [2024]

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How to Schedule Ad Customizers for Google RSAs [2024]

It’s no wonder that responsive search ads have steadily grown in popularity in recent years. Through Google’s machine learning capabilities, RSAs provide a powerful way to automate the testing of multiple headlines and descriptions to ensure a closer match to user intent. The benefits are clear: RSAs mean broader reach, better engagement, and improved performance metrics.

However, all these benefits come at a significant (but reasonable) cost – they can be extremely difficult to manage, especially when it comes to updating ad copy to promote limited time offers.

I know this firsthand – I work with several ecommerce clients with promotions that constantly change. Not too long ago, I found myself going through the consistently tedious process of updating a client’s RSA headlines and copy. As I was making the changes, I thought to myself: “There must be a better way to update this ad copy. I shouldn’t have to use find and replace so many times while pausing and enabling my ad campaigns.”

After expressing this to my colleague, Jordan Stambaugh, the two of us agreed there must be a better way. But we’d have to make it happen. A few weeks later, we put that idea into action and created a more efficient process for updating RSA ad copy on a scheduled basis. If you want to try this process for yourself, just keep reading.

Responsive Search Ad Customizers 101: Basic Options & Execution

Before diving into the process of scheduling automatic updates for your RSA customizers, it’s essential to understand some key Responsive Search Ad fundamentals.

First, you can customize three main options within RSAs: the Attribute Name, the Data Type, and the Account Value. Each of these plays a vital role in personalizing your ads:

  • Attribute Name: This is essentially the identifier for the customizer. It is how you’ll reference the specific piece of information you’re customizing within the ad. For instance, if you’re running a promotion, you might name an attribute “Promotion.”
  • Data Type: This indicates the kind of data the attribute represents and it determines how the information can be formatted and used within the ad. Common data types include Text (for plain, non-numeric text), Percent (to represent percentage discounts), Price (to denote monetary values), and Number (for any numerical value).
  • Account Value: This is the default value for the attribute that you set at the account level. It acts as a fallback if more specific values aren’t provided at the campaign or ad group level.

For example, if you wanted to promote a 10% off discount using RSAs, you’d use the “Discount” attribute, a data type of “Percent,” and an account value of “10% off.” Then, when someone is searching for products, Google would test automatically inserting a copy regarding a 10% off promotion into your ad.

Once you’ve set up the right customization options, you can start to format your RSAs with customizers.

Here’s how:

  • Start by typing in {
  • Click on Ad Customizer then select your attribute
  • Google will populate your attributes that are already uploaded
  • For a simple offer, use the “Default text” attribute as a catch-all. This will ensure your ads run smoothly if Google can’t pull the right messaging from your RSA feed

 

 

How to Schedule Your Ad Customizers with a Feed

Now that we’ve covered the basics, let’s cover how to schedule your ad customizers.

Just follow this three step process:

1. Create the feed

Start by creating two sheets: The Parent sheet, and the Child sheet. The “Parent” sheet will act as the primary data source, while the child sheet will pull data from the parent sheet.

We’ll start by building the parent sheet. After opening the sheet, start by renaming the active tab to “Promotions.” Don’t skip this step, it’s crucial for referencing this range in formulas later on.

In your “Promotions” tab, head to the top row and label columns A, B, and C with the headers of your ad customizer attributes. For example, you might have “BrandSaleHeadline” as your attribute in column A, “text” as the Data Type in column B, and “Shop the Collection” as the Account Value in column C.

Once your headers are in place, move to cell C2. Here, you’ll input the expression =lookup(today(),F:G,E:E). This formula will play a key role in dynamically updating your RSA customizer based on the current date.

Next, go to columns E, F, and G, which will be used to manage your scheduling. In these columns, you’ll list out the different values your chosen attribute might take, alongside their corresponding start and end dates. For example, under the “BrandSaleHeadline” attribute, you might schedule various promotional headlines to appear during different sale periods throughout the year.

Here’s how your sheet might look:

Now look back at the first 3 columns on your sheet. They should look like this:

Now create a second sheet. We’ll call this sheet the Child sheet. It’s going to automatically pull in data from the parent sheet you just created, and will be the one you link to Google Ads later on.

Columns A, B and C will be almost identical to the child sheet, but we will be using a special formula later so we can automatically populate this. So, start by labeling Row 1 Column A “Attribute,” then the next column as “Data type,” then column C as “Account value.” 

Then go to C2 and use this expression to populate the right account value from the parent document: =importrange(“[PARENT DOCUMENT URL HERE]”,”Promotions!C2″)

Your sheet should now look like this:

We recommend adding a date range with default text for any days you’re  not running a promotion. In the example above, we have “Shop Our Collection” appearing as default text.

2. Input attributes

Once you have your feed created, the next step involves inputting your attributes into the Google Ads platform. This can be done either manually or through a bulk upload.

For the manual approach, navigate to “Tools & Settings” in your Google Ads interface, then go to ‘Setup’ followed by “Business Data.” Here, you’ll find an option for “Ad Customizer Attributes.” Click the plus sign to add your attributes. It’s crucial to use the same attribute names that you’ve established in your Parent Google Sheet template to ensure consistency and proper data synchronization.

 

 

Alternatively, if you prefer the bulk upload method, again head to “Tools & Settings.” This time, select “Bulk Actions” and then “Uploads.” For this process, you only need to upload columns A to C from your template. 

Be aware that it might take some time for your uploaded attributes to be reflected in the business data section of Google Ads.

3. Set up an automatic schedule

At this point, you’ve almost finished scheduling your ad customizers. Navigate to Tools & Settings, then Bulk Actions, then Uploads, then click the Schedules tab at the top. Select your Child Google Sheet as the data source, and share your Google Sheet with the appropriate email.

 

 

And there you have it – Google will automatically pull in the data you populated in the sheets into your RSAs.

Common Challenges When Scheduling RSA Ad Customizers

When we test these sheets with our clients in the wild, we’ve uncovered five common challenges. Be on the lookout for these issues – solving them before they happen can save you a lot of trouble down the line.

Not scheduling your upload when the site changes 

The first and most significant hurdle is the mismatch between the scheduled data upload and website content updates. For instance, if the Google Sheet is set to upload at 11 am, but the website changes occur at 3 pm, there’s going to be a discrepancy where the wrong message could be displayed for several hours, or new messaging could appear prematurely. Conversely, if the website updates happen before the scheduled sheet upload, outdated promotions might linger until the new data is imported. Synchronizing these schedules is crucial; it’s best to align them so updates occur simultaneously.

Skipping QA during a message change

Another pitfall is neglecting quality assurance (QA) during message updates. It’s vital to regularly check the business data section to verify that the correct values are in place post-update.

Issues with the IMPORTRANGE function

Then there’s the technical aspect of setting up the IMPORTRANGE function correctly in the Google Sheets template. The ‘child’ template must reliably pull data from the ‘parent’ sheet. If this function isn’t configured correctly, data won’t be imported as needed.

Not sharing access of the Google template for automatic uploads

Pay attention to your access permissions for the Google Sheets template. Google will prompt you with the email address that needs permission to access the ‘child’ sheet for automatic uploads. Overlooking the sharing of your sheet with this address will prevent the system from working.

Having date range gaps in your parent sheet

Lastly, a common oversight is leaving date range gaps in the ‘parent’ sheet. Every single date must be accounted for without overlaps. A practical tip is to have an ‘evergreen’ backup message ready, scheduled to run continuously, ideally through the end of the year, to cover any potential gaps.

Conclusion

Leveraging Google Sheets in conjunction with Google Ads to schedule RSA ad customizers is a game-changer for managing dynamic promotional content. This process not only streamlines your workflows but also ensures that your ads remain relevant and up-to-date, reflecting current promotions without the need for constant manual intervention. 

By adopting this method, you’ll save significant time and effort, allowing you to focus more on strategy and less on the minutiae of ad copy updates. Give it a try and experience a more efficient way to manage your RSAs, keeping your campaigns fresh and engaging with minimal hassle.

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