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OhHello - #everyonecannes discuss marketing themselves and loyalty
76 Plays2 years ago
2 topics!
1) The job market is tough for marketers right now. How to pivot, stay active, stick out
2) Loyalty - an oxymoron? We are loyal as consumers and brand loyalty is the pinnacle acquisition strategy, but are loyalties between employees-employers starting to shift?
Join Akash Pathak of Potbelly, Andrea Javor (formerly w/ Beam Suntory, Constellation Brands), Larissa Gerlach (executive recruiter - Talentfoot), and Jeremy Bloom of OhHello.io
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Transcript
Introduction and Event Announcement
00:00:06
Speaker
Oh, hello and welcome to day three of hashtag Everyone Can. Today, we have three amazing people joining us for our Everyone Can series. With us, first and foremost, I am our host and moderator, Jeremy Bloom.
00:00:24
Speaker
I'm the founder and chief mentor of Oh, hello.io. We will be launching this summer. We have three esteemed colleagues, friends, and guests joining this episode specifically. And I'd like to go around the horn and introduce each of you and then please jump in with us today.
Meet the Panelists
00:00:42
Speaker
We have Larissa, we have Akash and we have Andrea. Larissa, why don't you tell us who you are?
00:00:48
Speaker
Who do we have the pleasure of speaking with? Oh, hello. I am a recruiter. I've been doing this for about 15 years specifically. This entire time have always been focused in digital marketing and advertising. That's my niche in the space that I've always been in. Um, live out in the Bay area now, but actually originally an East coaster. Um, so I recruited on both coasts and
00:01:14
Speaker
Um, as well as right down the middle, right down the middle as well. Awesome. Next up. How about Andrea? Hi, Andrea Javer, Chicago based marketer. I have 20 plus years of experience in integrated media. I've done big business agency client side, and I've been a consultant for the last several years and I'm focused on finding my next great permanent role right now. That's perfect that you're with us today.
00:01:43
Speaker
And next, Akash. Thanks. Oh, hello. Oh, hello. I love that. Yeah, my name is Akash Patek. I'm also Chicagoland area. I've been in marketing for about 20 years and I focus a lot on digital transformation and a bit of brand work as well. So right now I'm at Potbellies, a locally founded restaurant.
00:02:12
Speaker
and I'm heading up some other digital work, and I'm super excited to be here. Fantastic. Well, this is going to be a great session for the next 25, 30 minutes. Really excited for the three of you to be here. So for everyone watching, for everyone listening, viewing, whether you're live streaming through YouTube, LinkedIn, or through Twitter, thank you for being here.
Marketing Job Upheaval and Community Creation
00:02:34
Speaker
Today, we're going to be talking about a few different topics. First and foremost,
00:02:38
Speaker
Marketers are marketing themselves right now, aren't they? Well, there's a reason for that. As we all know, there has been a tumultuous upheaval of marketing, advertising, and tech related roles where over half a million roles have been essentially decimated over the past six months. And that was one of the reasons why I decided to start Oh Hello, to create connectivity and a community behind so many great minds. And I think it's really important
00:03:08
Speaker
as we're all going through these career shifts and constantly having to, for those of us that are in marketing, market a product, market a service, but we have to remember that we are people behind those products and services. And we do so much work to
00:03:27
Speaker
to service the customer and to make sure that they have a wonderful experience, we sometimes forget about marketing ourselves. So with that said, I thought it would be really helpful to start off with, especially with Akash who went through for the past, for a couple of months, he was let go from, went through a riff, a company went through a riff. Instead of me telling your story, how about you tell your story and we'll go from there.
00:03:53
Speaker
That sounds good, yeah, yeah.
Coping with Layoffs through Music and Self-Care
00:03:56
Speaker
No, yeah, I've been through the, you know, the layoff cycle and it's, look, it's disorienting, right? There's a lot of different emotions that come up and, you know, I've posted about this on LinkedIn and so I used, I'm a big music fan, so I use a Bob Dylan song to kind of talk about it. And it's the song, Don't Think Twice,
00:04:21
Speaker
it's all right is one of the lines that he says. And he's basically talking about a breakup, you know, and so, but there are very simple analogies to,
Adapting to Industry Changes and Personal Branding
00:04:34
Speaker
you know, a job. You know, and I, you know, I don't know how I can't, I think Larissa is going to be much more qualified to talk about how do you land that next gig, right? So I'm gonna let her talk about that. But what my big thing right now is,
00:04:50
Speaker
is that there are a few things that you can do personally, right? And I'll start with just one. I think that employment has changed specifically within marketing. When you're, let's say an HR professional or a finance professional, a lot of positions can be extracted from one company and placed into another company and they are fairly apples to apples.
00:05:17
Speaker
marketing, and this was actually talked about on several current podcasts from, you know, current CMOs is different. You can be extracted from a company, you can be in a company, make a conscious move, and it can be a very different type of position. So the theory, and I'm backed by a few really smart people in the industry on this, is that
00:05:41
Speaker
I don't, I think marketers have to look at it as you're not working necessarily, you're working for a brand, but the brand is you. The value you bring is a value you bring to that employer to reach their goals. And, you know, a lot of us grew up in generations where our parents, you know, my parents specifically worked for pretty big organizations for let's say 20 years, 27 years, whatever it is.
00:06:10
Speaker
And their brand was partially intermixed with these big companies, even if the company changed names, which in my mom's case it did. But I think today as a marketer, we have to take care of our brand, and then we have to adjust our value as the market changes to be competitive.
00:06:29
Speaker
with where we can drive results for different employers. And I think that's the shift that's going on. So the last thing I'll say on that is that where you can go to learn more about it, Rashad, Tobacco Walla has been talking about future of work in a couple of posts. Fantastic.
00:06:46
Speaker
Professor Scott Callaway, we all love him, right? He's been talking about this as well. Information workers, it is shifting. And you just have to be smart about it. There's nothing you can do because you can't control it. So the last point I'll make about layoffs, etc., is
00:07:05
Speaker
you have to take care of yourself. It is disorienting, but you have to take care of you. And the ways to do it are through self-compassion and I'll get to some specific resources on that as well later on in the talk. But I just want to note here, you have to take care of yourself. Self-compassion is critical and there's massive bodies of work that show it as super beneficial to you. But the first point I think is the one I just want to make here, which is you are the brand, the value you bring,
00:07:34
Speaker
is what you need to work on and continue to hone as the industry changes. And it has to change from job to job as well. Powerful. Well said. Andrea, how about from your perspective?
00:07:45
Speaker
Yeah, Akash, I couldn't agree more with many of the points you made. I'm a huge Rashad Tabakawala fan as well. Love his sub-stack every week on Sundays. It's awesome. But I'm going to take what you said, and with a slightly different angle, which more specifically, how do you take care of yourself during a time when the job market is really challenging? Having been through the layoff cycle, it is disorienting. That's a wonderful word to describe it.
00:08:09
Speaker
I think what's been really critical for me in the beginning, so my riff was in early 2020, like five weeks before we knew the pandemic was happening. And frankly, I couldn't have planned anything better. I was turning work away in the early days of 2020 because organizations were scared to hire senior leadership and they needed people, right? So I'm turning work away and I've had wonderful opportunities. And then 2023 hits.
00:08:35
Speaker
And for some reason, it has been a really big struggle to find meaningful consulting work as well as meaningful permanent roles where you don't get ghosted by the recruiter slash no offense to Larissa. I'm sure you don't do that to candidates. But sometimes from internal HR teams or from I've been through three interviews, did a case study, haven't heard anything, and it's been eight weeks. So there's horror stories in terms of
00:09:00
Speaker
being in it, but what I'll say specifically that I think has been really paramount for me is first and foremost to remain positive by any means necessary.
Networking in a Challenging Job Market
00:09:10
Speaker
So for me, I very consciously think through this is not because I'm not struggling because I lack skill or connection with people or that I'm not working hard enough. It's just not the right time for me right now. And I'm positive that in the future I'm going to find something wonderful and it'll be worth the wait.
00:09:30
Speaker
I say to people who are looking for jobs right now, don't only look for a job, like for sure, spend dedicated time every day. But it has been really critical for me to make sure that when I'm networking with people, it's to make authentic connections. It's not always about me and what I'm trying to do. It's very much about, you know, for every 10 people you meet with in a two week period or whatever it might be, maybe one person has something to do that that can help you. But if you can help nine other people, that's actually the win because it's building productive relationships.
00:10:00
Speaker
The other piece for me that's been really critical to stay positive and optimistic is, again, if I'm not only looking for a job, what else am I doing? I've had a book inside of me for the last 10 years that I haven't really gotten out. I started writing. I've been working on a novel now for the last three years. It's not business related, but it's so special to me and something that I feel accomplished.
00:10:23
Speaker
plugging in and writing every day. And then the other thing I started doing, which is really funny, I never in a million years thought I would do this. A few months ago, I started following a lot of refurbishers on YouTube and Instagram and TikTok. And I decided to get this big cedar dresser I had forever, took it into my garage. I figured out how to strip it, sand it.
00:10:45
Speaker
paint it, you know, the whole thing. And sort of, you know, so it's like through these other hobbies and interests, I think I'm becoming even more well rounded and thinking of things differently, as I'm preparing myself for my next great permanent role. Love that love that love the refurbishing and just developing other passions and projects. Andrea is going to be a guest on a future pod we recorded a couple weeks back
00:11:11
Speaker
And you were telling me about the novel and I'm super excited for you because it's nice to be able to take a bit of time to just re-engage with just other components of oneself. And so thank you for sharing that. And also for developing additional skills because as you're marketing and helping other people market, it really helps to be able to have essentially different tools that you can pull out of your tool shedder, arrows from your quiver, so to speak.
00:11:37
Speaker
I want to throw this over to our friend on the West Coast. So Larissa, tell us from your perspective as an executive recruiter within tech, marketing, advertising, media, SaaS, you have an immensely large network.
Crafting Future-Focused Job Narratives
00:11:52
Speaker
You are dealing with a lot of people. They're asking you for advice all the time. Let's hear it.
00:11:59
Speaker
Yeah. And in truth, I feel for you, Andrea, right? I mean, it is a wild, wild ride right now. And honestly, a lot of what you're saying even just rings true personally.
00:12:13
Speaker
Where's our next job going to come from? Where is, right? And even questioning like, oh gosh, am I doing something wrong as a recruiter? And I think we're all feeling similarly. 2023 is in our best year. We thought 2020 was not going to be our best, but.
00:12:29
Speaker
It turns out 2023, maybe not our best year. But I love that you're trying to reinvent yourself a little bit, Andrea. Even just sharing some personal pieces about yourself, that's what makes you stand out. I'm going to remember you now. Not because, OK, yes, she's in marketing, but I'm going to remember that she's writing a novel, that she's been doing. You've got some fun side projects, which I really feel that it makes us human. It creates that sort of personal connection.
00:12:59
Speaker
You know, as I was kind of thinking through this and how are people, how do you pivot yourself and how are you reinventing yourself and how are marketers marketing themselves, right? What do we do with that? And so, you know, part of that is I think thinking about how are you marketing yourself? What is your narrative? I think, you know, in the past candidates would tend to
00:13:27
Speaker
I don't wanna say cling, but right there, they think about, okay, they're the most prestigious company they've worked for or the most well-known company they've worked for. And that's what they would start with as they would pitch themselves. And I really encourage everyone to think about
00:13:42
Speaker
sort of pivoting that thought process and really coming up with a narrative of what do you want to see for the future for yourself? Instead of leading with who you were, leading with who do you want to be? And I think we all have sort of our elevator pitch, but really thinking about what is that? When you're going into that first round of interviews, or maybe you're going to a consulting gig, whatever that might be,
00:14:11
Speaker
if we're getting about your past and really being, you can decide your narrative, you can decide your future and coming with that front. I would say too, I mean, it's a scary time, but we, I think we're all being forced a little bit to pivot on some level and building a little bit of that at risk tolerance. And I think it's so easy to just stay in your comfort zone
00:14:41
Speaker
It's warm, it's cozy, right? But really thinking about small steps, maybe reaching out to connections on LinkedIn, saying it out loud, right? This is my intentions. This is what I want to do next. This is what I want, right? I think the power of putting it out into the universe is everything. So just those little, right? You don't have to move across the country. You don't have to sell your house.
00:15:08
Speaker
It doesn't have to be huge risks, but just little ones to get you to where you want to be. And the last piece, and you guys have talked about this also, and it's so important, is leaning on your network.
00:15:20
Speaker
Don't be afraid to ask for support. Don't be afraid to speak up. Don't be afraid to share your story with everyone you meet. You just never know. I met somebody last week that she was like, you will not believe that I just found my next job from somebody I met in sixth grade. Like I was not, right? Not in industry, not in my network really. Like somebody that I happened to go home to see my family and came across this person and that's how I found my next job.
00:15:50
Speaker
Oh my gosh, Larissa, I have to say really quick. I met a woman in a fitting room at a boutique in Lincoln Square when I was shopping. A friend of mine who's a stylist had an event. And anyway, I was in a fitting room chatting with her. She's asking me about the job search. I'm very open with her telling her, oh, it's been a tough market. And she's like, what are you looking for again? Maybe I know people. Woman in the fitting room next to me said, hey, I'm a creative. I'm based here in Chicago. We should talk. We've ended up having two conversations in the last month.
00:16:17
Speaker
And she has introduced me to several people that have, you know, again, it's just it is building that network. And, and I think part of it, it's sometimes hard to be really authentic with where you're at to say to someone, it sucks right now. I'm trying really hard to put myself out there. And sometimes it feels bad. But you know what, this is where you are. This is, you know, you got to be honest about where you are and be open to meeting people in really alternative ways. I love that sixth grade and in a fitting room. It happens everywhere.
00:16:47
Speaker
That's awesome. Great call. That's how Akash and I reunited. We had met at a couple of different conferences over the years and he shot me a note probably two years back just saying like, Hey, I really like what you post on LinkedIn. I'd love to just reengage and just talk like we have in the past. And then from there, we developed a great friendship. We went out to lunch a couple of weeks ago.
00:17:11
Speaker
And it just showcases the importance of, of network and just how your network is your brand. It's part of your authentic self. It's part of your identity. I, I really love the fact that you had mentioned Larissa, just stop my advice to anyone and everyone. Don't worry about what you did in the past. Like everyone can see that in LinkedIn. They can see it on your resume. What are you going to do in the future? How are you going to keep on moving? How are you going to keep on innovating? To me, that's more important than anything. Like.
00:17:38
Speaker
I can say I have this accomplishment and that accomplishment. No one gives a shit. No one cares. They want to know like, what can I do for them in the future? What can you do for me tomorrow? And I think that that's super relevant. With that said, I think that gets us to the next point. Loyalty. So having two marketers here, I wanted to talk, I thought it would be helpful to talk about just how important customer loyalty, brand loyalty is.
Brand Loyalty in Economic Uncertainty
00:18:05
Speaker
Then from there, I think we can slowly pivot to employee-employer loyalty because of how we kicked off the conversation. From a brand loyalty perspective, we've seen some PR steps and missteps from some major, major brands. Everyone has seen it with
00:18:27
Speaker
I mean, we can open Pandora's box and call out different brands or we can keep it low key. It's up to you guys. But I would love to kick this over to you Akash as someone who leads loyalty, who leads marketing for a wonderfully tasty company. So with that said, go for it. Yeah, I mean, it's a really interesting time, right? You know, I think
00:18:55
Speaker
For those, a lot of us, we've had to figure out acquisition for many years, right? And I think we've made some good ways there. I think what's happening now with loyalty is that
00:19:11
Speaker
when the customer price index starts to kind of get a little bit off, you know, what you would say is like a good trajectory, right? Like August was terrible, prices just went crazy, and energy, food, and I'm, you know, I'm not an economist, so I'm going to miss a couple, but the point is, it really hurt customers, right? And it hurt them in a bad way. It hurt them in a way where they're not even buying prescriptions, right? Like there was like some real things they had to make choices on. And so I think
00:19:41
Speaker
with economic uncertainty, brand loyalty is important, right? What kind of, it comes down to one word to me, which is value. If you have, and value often can be, some people are like, oh, well value, that's like, I can get something for, you know, a buck, but that's not value necessarily. Value is a big word. It can mean, you know, I paid 10 bucks, but I got a lot for it.
00:20:06
Speaker
and maybe I had to stretch a little bit to buy it, but I got so much and it's such great quality, or it can mean $1, right? It can kind of flex to that. So I think a lot of what we need to ask ourselves in marketing is, what's our value equation to the customer?
00:20:24
Speaker
You know, is it, is it strong? Like, are they getting a lot for what we do? Are we thinking about them first? Because in these environments, and right now, frankly, like, you know, we may not have seen the worst, right? Like, it seems to be going, okay, we don't know what's happening. There's some uncertainty. They're spending a little bit less, discretionary spending is a little bit down, but it's not horrible.
00:20:46
Speaker
This is a great time to build that loyalty so that if it does go that way, you have those customers with you. They know they can trust you for value and value in a big sense, not just this really small and narrow sense. So that's the two cents I can give and that's what I've been thinking about. So hopefully that's helpful.
00:21:06
Speaker
I'd also build on that Akash, its value is such a critical word. And I think a way to build that trust with consumers is consistency and messaging. And that can be really tricky when you're trying to find new pockets of consumer growth.
00:21:21
Speaker
I don't want to call out brands here. I did work in the beer category all of 2022. And we've seen some of the controversy with divisive topics that are out there in the political sphere, really creating a lot of backlash in the category. And I feel for those people, I feel for marketers who are trying to find new pockets of growth and doing it in authentic ways to the brand. Because I think as a brand, you should be able to communicate your values authentically to new consumer groups
00:21:48
Speaker
without backlash, without kind of upsetting, you know, the other side. But unfortunately, that's not always the case, especially with some of these really deep seated controversial topics that are out there just in the lexicon today. But I do think, you know, remaining really consistent to what the brand stands for, year over year time of trend, a lot of marketers, I think, you know, I've worked in organizations who have the staying power to really commit to a brand positioning, right?
00:22:17
Speaker
I mean, think about, you know, Corona beer, right? Corona has been about the beach forever, right? For 20 years, it's been about different expressions of it, right? You can have Andy Samberg and Snoop Dogg and Bad Bunny and whoever, but it's always that mentality of relaxation, chill out, you know? And I think what's wonderful about that brand, and there's lots of brands who do consistency well, but this brand is so consistent and true to its roots that
00:22:43
Speaker
when it does expand out and do pride, right? And Corona does a lot with Pride Month this month. They do it in a way that's really true to messaging. And so I think that there are ways to build loyalty and value. And I do think a lot of that is about consistency so that consumers of all groups in many different forms know exactly who you are and what to expect from you as a brand.
00:23:10
Speaker
I love that you just brought that up, Andrea. Thank you for bringing up a few different brands. Super relevant. I noticed in our chat there are a couple of different fans that have asked for advice or tips, tricks. So I want to cover those before we hit on Larissa going and speaking about employee-employer loyalty, because I think that's really important for this session too. And if we go a few minutes over, totally fine. Are you guys okay to go a few minutes over?
00:23:37
Speaker
Okay, we'll go about five minutes over. So Richard Irving, who I had the pleasure of working with previously, said that what Larissa said was super, super helpful. So just wanted to call that out. He oversaw Creative at Abercrombie and Fitch and Hollister, some amazing brands. So thank you, Richard, for watching. And then Tom Reardon, a very great friend for many years.
00:24:02
Speaker
He loves networking in a post-COVID world, but it just seems more difficult, any tips or tricks from our panel. I can speak just personally. I have just been really intentional about it. I have specific, you know, I think this
00:24:23
Speaker
sort of work. I mean, we're all sitting at home, all four of us on here, it looks like, right? We're all sitting at home. So you really have to be intentional about getting yourself out there. And I have, I've said just that, right? We're all sitting at home and we're dying for some of that connection. Hey, would you be open to getting a coffee together? Would you be open to get lunch or a drink after work?
00:24:46
Speaker
I'll come to you, right? I'll make it easy. It's a little bit different when you're a recruiter, right? But in truth, a lot of it is personal, right? I want to know what's going on in the market. I want to make sure I'm staying relevant. And so I think you have to be more intentional. It's not as easy as just
00:25:07
Speaker
you know there's a meetup down the street after after work or a happy hour after work right it's just not as easy as it used to be so that's how i found uh you know different ways to be able to network at least in person um you know i will say you know again i'm a recruiter so
00:25:24
Speaker
people are hitting me up left and right. And I think that you feel more comfortable reaching out to a recruiter, but I truly encourage folks to reach out to their network and people want to help people.
00:25:39
Speaker
Right, like just in trends like that is what's in our bodies, right? Like we want to help each other we want to see each other succeed and I guarantee you just putting yourself out there and I feel a little uncomfortable, but I guarantee you, you'll get that response back and some support. Yeah, I think that's right. I think part of it also is like, you know, trust, trust yourself.
00:26:03
Speaker
You know, there's a meditation on Peloton where the instructor says, I trust myself, I trust my path, I trust my process. Again, this is not super deep, right? Like, I don't know anyone who's, you know, I'm just doing what I can, right? That's a human. She's going for a cardio. Exactly. And I did some cardio, it was great. So anyway, the point is, that question, I would say, if you feel like you need to get out of house,
00:26:32
Speaker
state it. So I had a good friend I connected with a while ago. We were just texting like, hey, let's meet up. And I'm like, okay, like my schedule is kind of crazy that day. Do you mind if we do a zoom call? He's like, I'm zoomed out. Like, that's it. There wasn't anything else in the text. And I'm like, sounds good. All right. So then, you know, we're at Hoxton. You know, we had some coffee or whatever. So
00:26:52
Speaker
It'll be fine. Trust yourself. And if the connection is there and you have this great network, which I imagine everybody does, I know they do, like Larissa said, it'll just happen. So just say like, you know what, I'm kind of zoomed out right now. I need to get out of the house. I guarantee you a lot of people will come back and be like, you know what, you're right. Like as soon as he wrote me that, I'm like, I'm zoomed out too. You know what I mean? And it was kind of dumb, you know, at that point.
00:27:17
Speaker
Awesome. For myself, I'm lucky to have extreme extroversion. So I consider most, most places I go an opportunity to meet new people and talk and make new connections. So you got to just think about whether you're at the gym or at the grocery store. I don't know. Like wherever you are, I think it's just an opportunity to put yourself out in the world. And I think so, you know, for those who don't feel as extroverted, maybe try to tap into that.
00:27:41
Speaker
that part of yourself that can spark up a conversation, get the courage to do so because I think Akash and Larissa, you both said this, people want to help you. It's not that people are here to try to put you down. I mean, people really want to help you, so you just have to speak up.
00:27:57
Speaker
With the next few minutes, we'd love to hear your collective two cents on employee-employer relations and loyalty.
Transformations in Employee Loyalty and Company Culture
00:28:07
Speaker
Why don't we kick it off with Larissa? Why don't you just walk through as an executive recruiter just what you're seeing in some tips and tricks and then Akash and Andrea will also jump in.
00:28:20
Speaker
I'll say to Jeremy yesterday, I was like, I don't like, I don't want brand loyalty versus employee-employer role. At the end of the day, it's all the same. So wicked, I am so wicked. We're thinking about the value that we're providing to our, to, you know, let's just say at Pot Valley, right? What is the value that we're providing? Well, what is the value you're providing your employees? What is your, you know, and I think it doesn't,
00:28:46
Speaker
Companies have to think about their distinctive story and how they're sitting out in the market and how they're selling themselves to their customers. But it's the same thing internally. And I think when we think about, Andrea, you were sharing, I think, the little bit more about culture. And Corona has really stayed 20 plus years of really knowing who they are and have stuck with that.
00:29:12
Speaker
Companies have to do that internally too. They need to be thinking about if this is the culture that we want, then you have to be intentional about maintaining that even through layoffs and even through all of the crazy changes that have happened. Even if you're lucky enough to have not had any layoffs at your company, I guarantee that the employees are still feeling real wonky.
00:29:34
Speaker
We're all a little scared of what's happening. So I think when we think about what the past has done to us, I think we've all found that 2020, 2021 allowed employees to have far more of a voice. 10 years ago, I mean, I would have loved to have been working from home, but I would have never asked for it. It wasn't a thing, right? Like it was.
00:29:57
Speaker
And, you know, but I think employees have now found that voice to really be able to speak up. DEI, we know, I mean, that was, it's not that no one cared 10 years ago. It just didn't, you didn't have that voice to feel that as an employee, I could say, I'm not happy with this and I want this to change. And now we know that we can, we can say, I want, this is important to me. And I want to be part of an organization that has a similar value to what I have.
00:30:26
Speaker
So it's, you know, I think this sort of idea of loyalty is totally different. Like Hasha's parents have stayed in the same company 20 plus years. Well, we've learned that if we want to make more money and we want to continue to grow in our career,
00:30:43
Speaker
For the most part, we're going to have to switch jobs to make that happen. But from an employer's perspective, they should be thinking about career pathing. They should be thinking about mental health. They should be thinking about DEI. And right now, because the focus has shifted, most companies are trying to make sure that they're meeting their bottom line and they're potentially cutting some costs.
00:31:12
Speaker
But what that is also going to mean is there's going to be turnover. And I think right now we're seeing for the most part
00:31:20
Speaker
employees are kind of keeping their head down. If you have a job, you feel like, oh, I should just be happy I have one. Even if I don't align with the, you know, with the culture or I don't align with the beliefs of this company. But I guarantee as things start to turn around, you're going to see a lot more movement. I listened to a podcast yesterday was saying that 28% of talent are very likely to leave their employer in the next 12 months.
00:31:45
Speaker
I mean, that's like a third, a third of all. And to be honest with you, if you listened to that probably in 2021, I probably was double that. Yeah, I think that's a good place to build Larissa. So there's a great professor out of Stanford, their graduate school and business. And I read a couple of his books and essentially what he gets after is that,
00:32:14
Speaker
employee engagement has never been a predictor of stock market success. And then he just goes into a couple of different directions. So like we all know culture eats strategy and then culture drives incredible return, right? So that was like a great quote by Drucker, but this professor goes into two books and actually dissects it and tells you how to do it. The point of the matter is,
00:32:43
Speaker
that culture will succeed. And so as you're out there, you're assessing these different things, you're spot on, you might be in a place where like, just feels like a course of culture, super prescriptive, not, you know, that company probably over the 10 year long term, probably isn't going to do as well as a company that has a better culture, understands how people add value, gives them some power to drive the value, and then creates great teamwork and collaboration to drive it.
00:33:11
Speaker
And that's the long view. And I think that's what we have to sometimes do with our careers is take a step back and say, look, here's these two, three years here. Here's this three years here, whatever. At the end of the day, I'm going to eventually work for a company that has a right view. They're going to create the incredible shareholder, incredible employee value. I'm going to be on that ride and we're going to rock it.
00:33:33
Speaker
And that's life. You got to go into those places and just know it. And I'm just going to give props to one company that is trying to change the world through AI with this that I met in my journeys and they're called KindWorks AI. And they're publishing studies on how being kind, developing collaboration,
00:33:53
Speaker
being a culture that is good to each other and works together actually creates better returns than those other companies. They're out there, they're Chicago based, they're working with huge firms. This is fact. So that's a perspective we need to have and everybody out there will find those places. And I know that over time, we'll succeed as a culture that way.
00:34:23
Speaker
That's just phenomenal, isn't it? Kindness matters so much, especially in culture. But it's the simple things. I think the human truths that we forget about sometimes when we're in the thick of the day-to-day job and we're in the muck and
00:34:35
Speaker
you know, just trying to get stuff out the door and off your desk and whoever you're managing is having problems and you're trying to remove barriers. But it is, I think it's about, you know, it's about kindness. And also I think relationship based cultures are the ones that really win in the long
Commitment to Company Values and Long-Term Strategies
00:34:50
Speaker
term. And I do think it has to start at the very top because you can have one leader on your executive team that kind of foils all efforts for an inclusive empowered culture if they're making all the decisions, right? For example, so I do think it is, you know, it is about the leadership team being involved
00:35:05
Speaker
with what are those initiatives, what do we stand for as a company, and making sure that's not for the next three years, that's for the next 30. This is what we want to do and we're going to be committed to it, to Larissa's point, through layoffs. We're going to have values and we're going to state those values and live those values from the top down. And I think that's really important.
00:35:24
Speaker
Well said. Well, to wrap this up, we'd love to go around the horn and get a quick sentence or two of parting words, wisdom that you can drop, knowledge nuggets, whatever phrase you want to use, teach of you. So, Andrea, since you just finished up, let's have you just, what's your parting advice? My parting advice is just be you and put out authentic, positive energy. And you are going to attract in so many people into your life, into your network.
00:35:54
Speaker
that's going to continue to help you thrive and help you find the next great place you need to be. Awesome. Thank you. Akash. Well, I'm going to quote my Peloton meditation instructor. Trust yourself, trust your path, trust your process. And I agree with Andrea. Take the long view. This is one time, this is not your life. This is a long view. You have a long life to live and you have a lot of impact to give to the world.
00:36:22
Speaker
So well said. Larissa. I think probably along both of Akash and Andrea, don't be afraid to put yourself out there. Take the risk and feel free to reach out to me. I'm always happy to support out in any way I can. Well, thank you to the three of you for being part of hashtag everyone can. Thank you for
00:36:46
Speaker
being part of Oh, Hello. The purpose of this was to provide guidance, advice, connectivity. And we're excited for day four, which is tomorrow with fractional marketers talking about just the fractional C-suite. And then on Monday, we're going to be talking about
00:37:06
Speaker
Who is Tim? What is Tim? So essentially tracking, identity, measurement, and then we have some others that are in the works for later next week, which whether or not we continue it, everyone can as the theme. This is starting to be a fun little outlet for a lot of people. So again, thank you, the three of you, really appreciate it. Thank you to everyone that took the time during your
00:37:26
Speaker
your break in between meetings or while you're doing some other meetings watching this. We really appreciate it and we recorded it for those that missed. Thank you. Bye everybody. Have a great day. Bye everyone. Thank you, Jeremy. Thanks Jeremy. Oh, goodbye.