by Fronetics | Apr 11, 2017 | Blog, Content Marketing, Marketing, Social Media, Supply Chain
Create videos that provide answers and convey your mission, and viewers will come.
I know what you’re thinking: Videos are a great marketing tactic for certain niches, but not the supply chain. Who would want to watch my videos? What would I even make a video about?
Here’s the thing. Video is the most popular form of content being consumed online. As such, YouTube has become the second largest search engine in the world, with more than one billion users conducting over 3 billion searches per month. And YouTube isn’t just for funny cats and cover artists anymore. Businesses are using the video-sharing website and social media platform to engage customers and prospects.
Why? YouTube reaches more adults ages 18-34 in the U.S. than any cable network. Users browse the platform for entertainment purposes, but also for tips, information, and ideas. And anywhere people are seeking solutions, businesses should be providing answers.
Provide answers with video
Your first tendency when creating video content might be to promote your products. But if people wanted to watch commercials, they’d turn on the TV.
Instead, ask yourself: What are your customers’ pain points? What expertise and information do you have that is valuable to them? What industry topics interest you most, or what do you like best about working in your field?
YouTube has proven that ordinary people demonstrating and discussing their interests is of great value to a wide range of people. Consider formerly starving artist Leonardo Pereznieto, for example.
After struggling to make ends meet by selling his art, Perznieto began his YouTube channel Fine Art-Tips. Initially the goal was to make his drawings and sketches accessible to a wider audience. It was pretty unsuccessful.
Then Pereznieto began uploading sketching demonstrations to his channel, describing exactly what he was doing or how to get a certain effect. Fine Art-Tips grew like wildfire. To date, he has over 780,000 subscribers and more than two million views monthly. His step-by-step tutorial on how to draw a water drop has nearly 9 million views alone.
Aside from plenty of ad revenue to cover his living expenses, Pereznieto’s YouTube celebrity has advanced his reputation — and success — as an artist. His story is a testament to the power of informational video content in brand building.
Convey your mission
Video is a highly visual way to engage your audience. The combination of images, music, and narration can provoke emotion unlike any other media form. This makes it an ideal way to convey what you stand for — be it a safer workplace, higher quality components, or green living.
Chipotle’s 2013 integrity campaign offers a great example. The fast food chain partnered with Moonbot Studios to produce a video, The Scarecrow, which brought consumer awareness to issues within the food industry. Now with over 17.8 million views, the video has helped demonstrate Chipotle’s commitment to anti-factory farming and wholesome, sustainable food.
Videos are an excellent way to engage and enlighten customers and prospects without being overly promotional. Over one billion people are seeking answers and joining causes on YouTube — will your business create the content they’re looking for?
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by Fronetics | Apr 3, 2017 | Blog, Logistics, Strategy, Supply Chain, Talent
Hoping to draw more millennials to your talent pool? Implementing these three ideas might help win them over.
By the year 2020, millennials are estimated to make up a majority of the workforce. In addition, a 2014 study found that 46% of B2B buyers were millennials, and that number is on the rise. This seismic shift in workplace demographics calls for a new approach to attracting and retaining talent.
There are all kinds of stereotypes about this up-and-coming generation, many with a basis in truth, and just as many without. It’s crucial for your business to get to know this demographic group, both in terms of how they behave as consumers, and how they operate in the workplace. To that end, here are some ideas for attracting this talent pool to your company.
3 ideas for attracting millennial talent
1) Green technologies
Millennials are a generation saddled with all kinds of debt — from student loans to the ecological damage done by previous generations. Studies, not to mention voting behaviors, have shown that this generation is avidly interested in improving the planet’s future.
To win the hearts and minds of millennials, it’s time for your business to consider “going green.” Of course, green technologies can be prohibitively costly on a large scale — but many small changes can save you money in the long run. Not to mention, they will make your business a more attractive place to work for eco-minded millennials.
Consider making the switch from conventional to LED light bulbs, for example. If you have the resources, coupling smart thermostats in your facilities with higher-efficiency windows and doors is a great way to improve your carbon footprint, as well as your credentials among younger employees. Whatever your capabilities, making an effort to go green will go a long way toward making your business attractive to this generation.
2) Work-from-home options
Millennials are digital natives, accustomed to technology at their fingertips, with all the options that opens up to them. This often means the expectation of being able to work from a location of their choosing, whether it be home, a library, or a coffee shop. Millennials rank this kind of flexibility highly among factors that make companies appealing places to work.
Employers are increasingly answering the call, and even massive corporations like Wells Fargo and Aetna are finding ways to allow employees the option to work from home. These employers are finding that, often, what sounds great for employees also works to their advantage: A change of location can freshen thoughts, increase creativity, and lessen burnout that can slow down work for a team or entire company.
3) Opportunities to learn
Millennials are highly educated, and thirsty for knowledge — left unquenched, this thirst can lead them to job-hop frequently. At any given moment, 60% of millennial workers are open to pursuing a new employment opportunity. So how does your business combat this tendency and reduce turnover? One place to start is by offering continuing education to your workforce.
There are all kinds of ways to do this, and all kinds of benefits — including benefits to your bottom line. Making your employees more well-rounded means that they are more likely to be creative and flexible, able to respond to the needs of the constantly evolving supply chain industry.
Relating to millennials
Here’s the open secret: While each generation might have its quirks, millennials aren’t really all that different at the core than previous generations. They may express it in different ways, but they essentially want what workers have always wanted: interesting work, the opportunity to better themselves regularly, and to be treated with respect and dignity.
At the end of the day, you don’t need to be overly concerned about “relating” to millennials. According to one millennial writer, Sarah Landrum, “Millennials are in tune with current events, interested in getting involved with charity, and more interested in the world outside their heads than you might suspect.”
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by Fronetics | Mar 27, 2017 | Blog, Content Marketing, Marketing, Social Media, Supply Chain
Here are the major headlines happening in social media news, specially curated for the supply chain, as of March 2017.
It’s not easy keeping pace with the latest happenings in the constantly evolving social media landscape — but it’s a must for your business. To help keep you up to date, here’s our monthly rundown of social media news for the supply chain.
Facebook algorithm ranks reactions higher than likes
Facebook announced earlier this month that it has tweaked its algorithm so that reactions “will affect post ranking slightly more than Likes.” The company cited its finding that reactions are an “even stronger signal” of what content users would like to see, but clarified that all reactions will continue to be weighed equally to one another.
YouTube introduces YouTube TV
After last month’s expansion of mobile live streaming and launch of super chat, the video juggernaut has now introduced YouTube TV, “with about 40 networks onboard to stream their live broadcasts and cable feeds to its subscribers.” The company and participating networks are set to sell ad inventory and share revenue, and the service will be based on subscriptions.
Google launches Meet by Google Hangouts
This one could be big for your business’ internal operations. Meet by Google Hangouts is a new video conferencing application designed for HD video meetings, joining Google’s lineup of business products known as G Suite. The product is “aimed at making it easy to access these calls while on the go, including dial-in numbers for those who are traveling, links you can join with just a click, and integration with Gmail and Calendar for G Suite users.”
Facebook globally launches Messenger Day
The company has launched a new way to share photos and videos “as they happen” in the Messenger app. Be sure to check out this Social Media Examiner post on how to use this new feature to market your business.
Twitter introduces analytics for Twitter Moments
The company has announced that analytics for Moments are now available to all Twitter users, allowing publishing partners and brand advertisers to track their content’s performance and gather insights on post interaction.
LinkedIn adds profile photo filters and editing tools for mobile
LinkedIn has introduced “a quick and easy way to enhance” profile photos with editing and filters right in its mobile app. Users can now “crop and edit the brightness, contrast, saturation, and vignette,” as well as choose from filters to enhance their profile photos.
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by Fronetics | Mar 23, 2017 | Big Data, Blog, Current Events, Data/Analytics, Internet of Things, Logistics, Manufacturing & Distribution, Strategy, Supply Chain, Talent, Warehousing & Materials Handling
Our series by MBA students and graduates at Peter T. Paul College of Business and Economics highlights some of the most pressing issues in supply chain management today.
A few years ago, the Wall Street Journal called supply chain management the “hot new MBA.” Many universities have been introducing related degree programs, majors, and concentrations in response to a growing demand for new hires with supply chain expertise. Graduates of these programs are heavily recruited by employers, which is helping to attract ambitious, young talent to the industry.
Fronetics had the opportunity to collaborate with some of these rising stars by inviting MBA students from the University of New Hampshire Peter T. Paul College of Business and Economics to author guest posts on our blog. They covered a variety of pertinent topics, from the Internet of Things and Big Data to pet food and Chipotle. Their pieces are summarized below.
In the coming weeks, we’ll be partnering with another MBA class at UNH to author a second series of posts covering some of the most pressing issues in supply chain management today. Make sure you receive our blog e-newsletter (sign up to the right) or follow us on social media so that you don’t miss out.
Steve Mondazzi writes about how the Internet of Things is now being used to improve factory workflow, increase material tracking, and optimize distribution to maximize revenues. Everything from turning lights on and off to security systems can be controlled from your smartphone, and that technology is moving to the manufacturing industry. Mondazzi examines Mark Morely’s theory that the IoT will impact the industry in three main ways: pervasive visibility, proactive replenishment, and predictive maintenance. He also explores hurdles to implementation — such middleware and a common protocol for businesses regarding IoT. Read article
Mikayla Cadoret focuses on the barriers to entry in the pet food industry. New brands have three options: manufacture product themselves, choose a co-packer who uses a private label, or choose a co-packer who will manufacture the food to the specifications of the brand. She discusses the challenges of those choices as well as high-profiles recalls resulting from co-packer error. She recommends strategies that companies implement to keep tabs on co-packers’ sourcing and manufacturing. Read article
Nicole Brooks explores Amazon’s mission to be earth’s most consumer-centric company. The e-commerce giant not only offers low prices, it also exceeds consumer expectations and shifts industry standards with benefits like same-day shipping. Brooks examines Amazon’s biggest technological assets, and looks forward to up-and-coming innovations like Kiva robots in warehouses, drones, Prime Air, and Amazon Business. Read article
Corey Ducharme discusses the traditional four-step problem-solving method and how it isn’t effective in solving needle-in-a-haystack issues resulting from limited business resources. Six sigma can address these issue with its six-step process. With the addition of an analysis phase, solutions become more effective, leading to better results and higher revenue for businesses. Read article
David Chadwick explores whether advances in radio-frequency-identification technology (RFID) will render humans obsolete in the supply chain. RFID could dramatically improve efficiency and accuracy in warehouses by reducing the need for human interaction. But it is uncertain to what degree this technology will be implemented in all aspects of supply chain management. Read article
Dario Cavegn discusses how increasing size and complexity of global supply chains open them up to increased risk. Supply chain disruptions can vary from insignificant to extremely threatening. But regardless of disruption size, supply chains can remain resilient with a business continuity plan, which acts as a road map to continue operations during or after a disruption. Cavegn outlines the development process from analysis to feedback. Read article
Josh Hutchins explores the limitations of big data. The real value lies in the analytics applied to the data. As an example, Solid Gold Bomb drove its prospering t-shirt business into the ground from an oversight and misapplication of data. Hutchins concludes that companies must have an intimate understanding of big data applications to avoid a similar fate. Read article
Michael Hickey discusses third-party logistics providers as a resource for a company’s operations arm. 3PLs offer an outsourcing opportunity for order fulfillment, inventory and warehouse management, as well as transportation of finished goods. But businesses should ask themselves these questions when determining whether a 3PL is a good fit for their needs. Read article
Sarah Hebert discusses Chipotle’s high-profile pork-supplier conundrum. The chain cut their pork supply by a third due to a supplier’s violation of their animal welfare standards. While this affected sales by 7-8%, Chipotle embraced the situation as a strategic PR opportunity. But behind the scenes, the company was scrambling to address long-term supply concerns associated with its rapid growth. Hebert asks, “At what point do you scale back the growth for the sake of maintaining brand integrity?” Read article
Connor Harrison discusses GM’s recall of 2.6 million vehicles. The company’s faulty ignition switches were linked to 13 deaths and 31 front-end collisions, but the company managed to contain the crisis. Harrison examines the root causes of the issue, including faulty ignition switches from GM’s supplier Delphi, a strained business relationship, and legal complications. Read article
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by Jennifer Hart Yim | Mar 22, 2017 | Blog, Leadership, Logistics, Supply Chain, Talent
By calling them “soft skills,” are we shortchanging competencies that are critical for supply chain and procurement professionals to succeed?
This guest post comes to us from Argentus Supply Chain Recruiting, a boutique recruitment firm specializing in Supply Chain Management and Procurement.
One of the biggest stories in the world of Supply Chain and Procurement talent over the past few years has been the emerging importance of Soft Skills. Time was, the business world saw Supply Chain and Procurement as highly analytical fields, where the ability to organize and interpret data was paramount. Analytical skills are still important, of course. But as the field has become more strategic — with a greater impact on wider areas of business — professionals in the field have had to become stronger at advocating for it. No senior Procurement professional is going to get very far into a Procurement transformation without being able to advocate for their Procurement method and what it can deliver. No one is going to transform their organization’s Supply Chain without being able to explain whatever insights they’ve gleaned from data to senior management.
When we say “Soft Skills,” we generally mean:
- Verbal communications
- Written communications
- Relationship-building skills
- Presentation ability
- The ever-elusive and hard-to-define-but-you-know-it-when-you-see-it “polish”
There’s no doubt they’re important, especially when it comes to moving into the senior ranks of leadership. But by calling them “soft skills,” are we really shortchanging them and treating them as ancillary to the “main,” “vocational” skills we ask for? Maybe it’s time to put them front and center.
They may be skills, but they’re not soft
Marketing guru and entrepreneur Seth Godin had an interesting post about the concept of “Soft Skills” and whether the way we think about them needs a revamp: “Let’s stop calling them ‘soft skills.’ They might be skills, but they’re not soft,” he says.
Godin’s basic point is that soft skills build a great workplace culture. And workplace culture isn’t an ancillary bonus to a business’s core function. It is a business’s core function. Godin doesn’t discount the importance of vocational skills. You can’t make a Supply Chain run without data. But for all the talk about strategy, a truly successful company succeeds not because of its strategy, but its culture — just like a truly successful career in business is often driven by soft skills rather than vocational skills.
His point is also that we don’t put as much effort into training soft skills as we do vocational skills, which might be because vocational skills are easier to measure. For example your typing speed (or for a Supply Chain role, your facility with SAP or JAD software) is much easier to measure than the kind of empathic awareness that makes a team sing. The result?
“Organizations hire and fire based on vocational skill output all the time, but practically need an act of the board to get rid of a negative thinker, a bully or a sloth (if he/she is good at something measurable).”
Rebranding soft skills as real skills
Godin’s suggestion is to rename soft skills “real skills” and break them down into new categories by which we might assess them:
- Self Control
- Productivity
- Wisdom
- Perception
- Influence
He breaks these categories down into an exhaustive list of skills (“diplomacy in difficult situations,” “etiquette”) that’s definitely worth checking out, and worth assessing in new hires. It gets a little abstract, but we couldn’t agree more with Godin’s core point: It’s time to put “soft skills” front and center.
In Supply Chain and Procurement, which are the areas we recruit for, soft skills are taking on more relevance as automation begins to handle the nuts and bolts of how products come to market, and how companies work with suppliers. The function is becoming more nimble and more strategic, and the future belongs to those who are able to be strategic advocates — and the companies that prize this in their hires.
Yet in a field that is, by its very nature, obsessed with efficiency, measurement, and data, soft skills sometimes take a back seat.
We think it’s time to change that.
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by Fronetics | Mar 21, 2017 | Blog, Diversity, Leadership, Supply Chain, Talent, Transportation & Trucking
The founder and president of Women In Trucking discusses bringing gender diversity to transportation.
Ellen Voie is successfully breaking down barriers and changing the perception of the trucking industry. As founder and president of Women In Trucking (WIT), Voie and her team work to promote the organization’s mission “to encourage the employment of women in the trucking industry, promote their accomplishments, and minimize obstacles faced by women working in the industry.”
Voie has been named a Transportation Innovator Champion of Change by the White House, a Fleet Owner Dozen Outstanding Woman in Trucking, and a Supply & Demand Chain Executive Magazine Pro to Know 2016. Her blog was recently named one of the top three logistics and supply chain blogs in 2017 by Fronetics readers.
I spoke with Voie about her experiences in the transportation industry, as well as her hopes for WIT and the future of women truckers.
Early career
After a semester pursuing broadcast journalism, Voie unexpectedly moved back to her hometown in Wisconsin for family reasons and got a job drafting at a steel fabricating plant. The company soon asked if she had any interest in moving over to their new traffic department. Tempted by the offer that they’d also put her through school for traffic and transportation management, Voie gladly accepted.
Voie was responsible for bringing in all the raw steel and shipping out the finished product for three plants. But, as a young female traffic manager, she noticed that she was a bit of an anomaly. “I remember walking into the traffic fraternity meeting and realizing I was the only woman there,” she says.
While she proved herself extremely competent and capable, Voie still met some resistance. “I was 20 years old, hiring drivers that would tell me, ‘I’ve been working longer than you’ve been alive!’”
But to drivers who struggled with the idea that she would be their boss, Voie simply replied, “If you have a hard time taking instruction from a female, then don’t apply.”
Voie would move on from the plant to work as a freelance transportation consultant, executive director of Trucker Buddy International, and manager of recruiting and retention programs at Schneider National. Her industry knowledge and capability earned her great respect in the industry and beyond.
Women In Trucking is born
Voie’s role at Schneider involved helping the company attract and retain drivers. She was asked to focus on four groups: returning military, Hispanics, seniors, and women. “So I started doing research on what women look for in a carrier,” she recalls. “I began to realize that the trucking industry as a whole did not do a very good job of focusing on bringing more women in.”
At the time she was working on getting her pilot’s license and belonged to a group called Women In Aviation. Voie thought to herself, “Why is there not an organization for women in trucking?”
The idea for WIT was born.
After launching in 2007, Women In Trucking was well received. “Companies thought, ‘Yes we should get more women!’” Voie says. And as the driver shortage became more critical, carriers became even more enthusiastic about hiring women drivers. They began to realize that, generally, women take fewer risks and make really good drivers.
Removing obstacles
One of the pillars of the WIT mission is to minimize the obstacles women face in the industry. When asked about the biggest challenges, Voie is resolute: “The biggest obstacle is image. Women outside the industry just don’t think about driving a truck. We need to show them that it’s not the same old physically demanding job that it used to be.”
One of Voie’s strategies for changing the industry’s image is by educating young girls about trucking. WIT has partnered with Girl Scout groups across the country to develop a transportation patch, for example. And Voie says she’s close to getting a female truck driver doll on toy store shelves.
Equipment is another major obstacle facing women in the industry, so Voie works with truck cab designers on ergonomics and truck cab design. Whether it’s changing the slope of dash and the closeness of the steps or adding more safety equipment and other creature comforts, “they are very interested in learning what it is that women want in a truck,” explains Voie.
Truck stops are similarly invested in making their facilities more amenable to female drivers. “They are always asking: How are the showers? How is safety and security? How are you treated when you go in?” Voie notes.
Voie says that though the percentage of female drivers has held pretty steady (around 7%), increased awareness has helped the industry become more accepting of and accommodating to them through the years. That’s in large part thanks to Women In Trucking providing a voice and advocating for women in the industry.
Leaning in
Another shift Voie has noticed in recent years is that carriers have begun actively recruiting women employees. They’re also celebrating female drivers and executives through events and functions, and building retention programs specifically targeting their female employees. Voie points to one company that created a female driver liaison to handle all calls and concerns from women drivers. Steps like these are helping carriers to attract female talent and support existing employees in a very positive way.
Women within the industry, too, increasingly are supporting each other in their careers through networking events and mentoring relationships. Women In Trucking is helping to build these networks and provide mentoring opportunities. As a result, Voie has witnessed a growing number of women taking on leadership roles in the industry.
Voie also stresses the importance of relying on tools like social media to connect with each other. “The trucking community is very close, and social networking brings them even closer,” she says. “Physically they are away from home and their companies and are alone in a cab, and they really depend on social media to stay connected.”
Through mutual support and active engagement, women and WIT have changed the conversation about females in the trucking industry.
The future of Women In Trucking (and women in trucking)
Looking ahead, Voie is focused on growing WIT’s membership and attracting other verticals, like towing, warehousing, and manufacturing. “There are a lot of people in the industry who aren’t necessarily involved exclusively in trucking, and I’d like to be a resource for them as well,” she says.
She’s also working on developing a best-practices guide based on the successes of companies that have a high percentage of women at both the management and driver level. And she’s very excited about an upcoming partnership with Feeding America, in which carriers will donate delivery of a load to help relieve hunger.
As far as the future of women in trucking, Voie sees only more good things to come. And she offers this advice for women facing naysayers who doubt their abilities or experience: “You have to prove yourself. Don’t be a victim. Don’t denigrate yourself or feel that you can’t do it — because you can. When you prove yourself, you’ll love it.”
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