Category: Marketing Automation

Like many business owners, for the first five years of getting my company off ground, “founder” was my entire identity. My video creator platform, Sightworthy, took up all of my energy as we went through an accelerator, considered fundraising and ultimately decided to bootstrap, and grew to a profitable company working on marketing projects with the likes of Nike, Morgan Stanley, GSK, and Madewell. While I had always considered myself a multi-passionate creative, I didn’t feel like I had time to devote to my other passions while also being a successful entrepreneur.But focusing solely on my business was also draining. I found myself regularly working all hours of the day, hustling to get the next sale for Sightworthy, and barreling towards burnout because of it. The fact that I had no creative energy left to do things that lit me up was weighing on me. When the pandemic hit in 2020, I could have used the extra time lockdown gave us all to work more on my business, as so many entrepreneurs did. But, not only did that not seem like the healthiest choice, a new idea had sparked my inspiration. It started as a one-off video featuring my cousin who’s an ER doctor talking about some of the basics of COVID to help stop the spread of misinformation. The video went viral, and other female physicians of color started reaching out to me wanting to share their experiences. I didn’t want to let the opportunity to capture this historic moment go, so I spent the next 14 months crowdfunding and creating my first documentary telling the stories of six South Asian and Black female ER physicians during the pandemic. One thing eventually led to another, and a production company joined on as executive producers to help me make the project bigger than I could have ever imagined. (We’re now talking to film festivals, streaming services, South Asian-led brands, and even medical schools and universities about helping us release and distribute the film.) View this post on Instagram A post shared by @imdoingmyjob Before I knew it, I had this massive side project I was working on while continuing to run Sightworthy at normal capacity—and I loved it. Rather than overwhelming me, my side project reignited my creative spark and love for the work that I do, gave me new energy and ideas to bring back into my client work, and transformed how I think about using my time effectively. And, ultimately, it helped me see possibilities for how I could evolve my business to stay aligned with my “why.”My side project gave me so much value that, as the documentary wound down, I started working on another idea: writing a pilot for a TV series about four South Asian women coming of age in NYC called Lonely Girl. While the first side hustle happened by accident, the second one has been much more intentional—and I had already built the railroad tracks to make it easier to work on a project while I worked on my business. Here are some of the things that have helped me succeed at both in the past few years.I Got My Business to a Stable Place Before Starting Something ElseThe first few years of growing Sightworthy, I couldn’t even imagine having time for a side project. My schedule and attention were completely wrapped up in figuring out who our customer was, how to make a sale, and generally how to do every little piece of my business for the first time. But, by the time the documentary started gaining traction, a few things had changed.For one, my finances were in a really good place. Not only had I built a profitable business, but a few personal investments had done really well. My finances were such that I had enough for myself and my employees in the event that I wanted to scale client work back to focus on other things.But more than that, I had the business systems in place that I wouldn’t have to scale back in order to turn some of my attention elsewhere. We had found product market fit and had impressive case studies and a strong network that made sales a lot easier. I had hired a great team and figured out what work I needed to do and what I could delegate. We had a lot of ongoing client work and processes for collaboration that made each individual project less of a lift.I don’t think it’s necessary to reach profitability before considering spending time on a side project. But for me, it was helpful to have some stability in my business to have the space to come up for air and spend time on other things.I don’t think it’s necessary to reach profitability before considering spending time on a side project. But for me, it was helpful to have some stability in my business to have the space to come up for air and spend time on other things. – Aneri Shah, Founder of Sightworthy & Lonely GirlI Chose a Side Project That Connected to My Larger “Why”Something that really helped me balance my side project with my business was the fact that they were so connected, and both taught me things that could contribute to the success of the other. Obviously, they were both based around video content. The video storytelling work I was doing for the documentary inspired some new best practices for our advertising partners. I also discovered a new potential customer base of folks in the film industry. Meanwhile, all the work I had done when considering fundraising for my business made crowdfunding the documentary feel much less daunting.But, more than that, they are both tied to a larger purpose. Something I’ve long tried to push through my work at Sightworthy is more inclusivity in advertising, with a particular fondness for furthering South Asian representation. Working on the documentary and the TV pilot has given me even more opportunities to tell South Asian stories that I may never get to tell through advertising work alone. That “why” was strong enough that the side project felt like it was contributing positively to every part of my life, in a way that I don’t think would have been true if I just chose something random.I Found Ways to Be More Intentional With My TimeThe most surprising thing about this whole endeavor was how adding more work to my plate ultimately made me more efficient.Before I had another project I cared so deeply about, it felt like I could fill up my entire day with work (and I was definitely headed towards burnout because of it). Once I started working on side projects, I had to get really intentional on how much time I was spending on each. I started working with a coach (the brilliant Amy Lombardo), who helped me rapidly develop new productivity habits like time blocking my days. I would start by blocking off everything I needed to do for the highest revenue generators in my business, since that’s where the money was coming from, and then could see a clear picture of how much time I realistically had for the side project. That helped because I could easily say, “Well, I could be doing all this stuff for my side project, but I actually don’t have time for that, so how do I organize accordingly?”It also pushed me to get leaner and meaner in my business: I used to say yes to every project that came our way, and now we’ve really honed in on the clients that can provide recurring revenue. Of course, all of this was made easier in the early days of the pandemic because my social calendar was completely empty. Since things started opening back up, I have had to “sacrifice” some time for social outings in order to continue work on my side project—but to me it doesn’t really feel like a sacrifice because this work truly feels like an act of service that is giving my life more meaning.I’m Letting My Side Project Evolve My BusinessThis wasn’t the original intention, but as the scale of my side project grew (along with my passion for it), I started thinking seriously about how all the different moving parts and pieces could fit together into a new future for my business.If, instead of helping brands create video in an agile way, my new “why” is centering and celebrating South Asian women through media, how would the business evolve? Would we only work with brands that target that audience? Would we become a production company that helps other people create media centering South Asian stories? Or would I rather sell Sightworthy and put all of my energy into creating my own work under the Lonely Girl umbrella? I don’t know the answer yet, but it’s fun to be able to brainstorm freely since my business is bootstrapped. And, regardless of the direction I choose, I’ve learned so much from my side projects that I think it’s going to pay off forever.Based on this experience, here’s my advice for other founders: A side project can be a side project just for your own fulfillment, and that can be enough. But giving yourself permission to work on a side project can ultimately function as a little microcosm for you to test things for your future business, career, and life.Based on this experience, here’s my advice for other founders: A side project can be a side project just for your own fulfillment, and that can be enough. But giving yourself permission to work on a side project can ultimately function as a little microcosm for you to test things for your future business, career, and life. – Aneri Shah, Founder of Sightworthy & Lonely Girl

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Our resident data magician dove into Aument’s attribution model for abandoned cart recovery and pop-up notifications. He didn’t spare a single technical detail! submitted by /u/AumentIO [link] [comments]

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Recruiting or hiring the right talent is essential to the growth of any business.
However, it’s not always easy to find the right person. Most times, it feels like trying to find a needle in a haystack-like heap of CVs, with each new one looking better than the last.
Sorting through these CVs often requires a ton of time and effort — without the guarantee of picking the right candidate.
You can make things easier for yourself and increase your chances of picking the right candidate by using job simulations.
In this guide, you’ll learn what job simulations mean. We’ll also consider how job simulations can help you, its pros and cons, types, and how to create an excellent job simulation that’ll benefit your company and its employees.
Let’s begin!

For example, for a secretary position, a job simulation might include typing a dictation or completing forms.
A job simulation might also involve the candidate showing their soft skills like communication, empathy, and emotional intelligence.
Job role tests are specific to the job the applicant is applying for, and by using these tests, employers can determine whether a job candidate can do the job instead of hiring them just based on their CVs or interview answers.
85+ years of research compiled into the Schmidt-Hunter paper reveal that education and experience aren’t effective at predicting candidates’ ability. Instead, job simulations help test for skills directly!
Let’s now see some of the most significant advantages and disadvantages of using these tests in a job hiring process.
When to Use Job Simulations
These tests can occur at different points in the hiring process. Here are some of the best times to use them.
During Screening
Using job simulations as the first screening step can weed out less-suitable candidates, leaving recruiters with an optimized pool that’ll make the time, effort, and costs of undergoing custom aspects of the hiring process worth it.
Situational judgment tests and similar role-specific tests prove effective at this stage.
At the Final Interview Stage
Using simulations like in-basket tests and case interviews in the final stages of the hiring process will increase the chances of hiring right. Since these tests take time to create and execute, using these tests at this stage ensures that recruiting teams spend their time rightly because they’ll likely be testing serious contenders.
Advantages of Using Job Simulations
Why should you consider using job simulations when hiring? Let’s discuss five significant reasons.
1. It Tests the Candidates’ Skills
A CV can be an excellent way to gauge whether a candidate is suitable for a job. However, it’s not enough, especially considering that candidates can now pay great writers to help them write or polish their resumes and cover letters.
Interviews are also an essential part of the hiring process, but many recruiters will agree that great interviewers don’t always make for great employees and vice versa.
However, a job simulation is better than CVs and interviews to evaluate a potential employee’s skills objectively. Such tests ensure you’re moved to hire by actual ability and let you see how well candidates handle the job in real-time and under work conditions.
Using these tests can reduce the risk of a bad hire. And how vital hiring right is! Hiring right reportedly increases the productivity of UK companies by almost £7.7 billion, while employing the wrong person can cost a business three times higher than a misdirected salary.
2. It Reduces Bias
It’s illegal to discriminate against job applicants based on their gender, religion, race, and other factors.
Unfortunately, many recruiters still discriminate against some candidates because of unconscious bias.
Using job simulations, though, it’s easier to fight against unconscious discrimination actively, thus helping you choose the best person for the job regardless of who they are.
3. It Gives Deeper Insights
These tests open a window for recruiters to peek into the personality of potential hires. Since simulations mirror actual work conditions, recruiters can see how candidates behave under stress, in a team, and when facing agitated customers.
For instance, they might learn that Candidate A is rude to agitated customers and doesn’t work well with others, despite acing their interview. In contrast, Candidate B, who is shy and reserved, has an excellent way with customers and teammates.
4. It Reduces the Cost of Bad Hires
Filling a position takes a lot of time, resources, and effort. Recruiters have to collect resumes, sift through to shortlist candidates, interview candidates, and welcome the new employees.
Imagine hiring wrong and having to find a replacement for the position within only six months.
With the average cost of training new employees running into thousands of dollars, how important it is to hire right!
Job simulations help reduce these risks and assist companies in hiring at the lowest cost.
5. It Benefits Candidates
Companies aren’t the only ones that benefit from job simulations: candidates do too.
A job simulation lets candidates know what they are expected to do in the role. They taste the organization’s culture and processes and experience its dynamics.
When candidates realize from the start that the job isn’t for them, they can exit the process early. This self-elimination can help decrease employee turnover because you’ll have to only sort through people suited for the role and looking to stay will be hired.
Disadvantages of Using Job Simulations
Although a job simulation is generally excellent, it has a few disadvantages.
1. It Can Be Expensive
Simulations, particularly in-person simulations, will require a lot of resources. You’ll need a space to carry out the simulation, a scheduling program for everyone to do the simulations, and internal staff to administer and debris the simulations which could mean hiring a new team.
2. It Can Exhaust Time and Resources
Simulations can take time to create and execute. For example, it could take several weeks or even months to develop custom simulations. Depending on your recruitment goals, this may not be worth the time and people resources you’ll need to make this happen.
Types of Job Simulations
Job simulations have different forms, depending on the role. However, there are some common types of job simulation tests. Let’s discuss them.
In-basket Simulations
In this type of job simulation, the candidate must complete a set of tasks in a given period.
This simulation aims to see how the candidate deals with tasks and deadlines and applies critical thinking. In addition, by observing the potential hire, managers can see how well or poorly the candidate manages their workflow.
In-basket simulations are recommended if you’re hiring for an administrative or managerial position.
Situational Judgment Tests
The situational judgment test (SJT) is a simulation test where the candidate is put in pretend scenarios with obstacles and assessed based on how they deal with these challenges.
These scenarios are usually in the form of multiple-choice questions, and the results are anonymously collected to weed out any bias.
For example, an SJT may put the candidate in a situation where they have to deal with an angry customer—the potential employee has to choose from several options on how they’ll deal with the customer.
Take-home assignments
Some companies use take-home assignments to test their candidates. These assignments are due within a timeframe, but they offer candidates the advantage of doing the test in their comfort zone and within their schedule.
While it has been criticized as being a less accurate simulation, it can be helpful if a manager wants to know how well a candidate works independently and without close management.
Group tests
Group tests are instrumental in checking out how well potential hires work in teams and communicate with others.
These tests can be in the form of group discussions and presentations or could be a group activity where the group has to solve a work-related problem. Either way, it offers managers insight into the dynamics at work and even helps to assign roles if the company’s hiring more than one candidate.
Case interviews
In this simulation, the candidate is presented with a challenging business scenario that they must navigate.
It puts the candidate in the ‘hot seat’ and helps hiring managers to assess the candidate’s ability to deal with high-pressure, high-stakes conditions.
Tips for Creating Successful Job Simulations
Here are tips for creating successful job simulations.
1. Make it immersive.
Whatever the form of the job simulation, it’s vital to make it immersive. This means the candidate must genuinely experience what it feels like to work in the role. Depending on the position and requirements, a job simulation can take a few hours or take the entire day.
2. Make it clear and specific.
The simulation should be clear and specific. Therefore, hiring managers should explain what is measured and how it is measured to the candidates. Then, by guiding candidates, you let them focus on doing their best.
Clarity and specificity also extends to your hiring team. They should know what’s being measured and how it’s being measured. All team members should know the specific skills and qualities they should be looking for.
Final Thoughts on Job Simulations
Job simulations are an excellent addition to any recruitment process as they help you discover skills you’d otherwise not have found on a CV. Although the process can be time-consuming, especially if it’s the first time incorporating it in your recruitment process, the benefits are worth it.

Public relations (PR) has evolved over the years. Once an industry mostly tied to event creation and promotion, now it’s broader and encapsulates various channels and avenues to access your audience, which means it can offer more value when used correctly. Getting the word out about your small business is so crucial. The more people…
The post 6 PR Tips for Your Small Business appeared first on Benchmark Email.

Last Updated on June 8, 2022 by Rakesh Gupta Big Idea or Enduring Question: How to scan and process a barcode from Screen Flow? Objectives: After reading this blog, you’ll be able to: Use BarcodeScanner API in Lightning Web Component Create a Lightning Web Component for Screen flow with a
The post Barcode Scanner for Screen Flow Using the BarcodeScanner API appeared first on Automation Champion.

We often hear the terms “leaders” and “managers” used interchangeably. However, there are key differences in how each operates.

In this article, we’ll dive into what those differences are and how you can leverage each one within an organization.

What’s most interesting is that every leader has likely taken on a managerial role. However, not every manager has been a leader.
This is because someone typically steps into a manager role when there’s a need within your organization. Anyone who can meet those needs will succeed as a manager.
However, a leader requires a different skill set and can emerge naturally at any point in an organization’s growth – in fact, a leader doesn’t need a title that specifies it.
Let’s break down the key differences below.
Vision vs. Execution
As a leader, you are responsible for setting the vision. This means the ability to see beyond where you currently are and imagine a future that goes beyond expectations.
Meanwhile, a manager will focus on executing that vision and figuring out the key processes to get there.
Leaders are able to see the big picture and develop a strategy for how to get there, whereas managers typically break down those goals into smaller, actionable tasks.
People vs. Processes
Another key distinction between leaders and managers is that leaders focus on people while managers focus on processes.
Leaders are there to inspire, motivate, and nurture the people they work with, often regarded as mentors to those they lead. To do so, they invest a lot of time in understanding their employees’ passions and values.
After all, that’s what’s going to ensure the success of the company.
Managers look at the processes that will deliver the desired outcomes based on business objectives. While they do pay attention to the people, that’s often not their main priority.

Leadership vs. Management Skills
Leadership skills are typically more soft skills-based, whereas management skills tend to be more hard or technical skills.
Common leadership skills include decision-making, communication, relationship building, and strategic thinking.
Top management skills include:

Planning and budgeting
Task allocation
Creativity
Problem-solving

Leadership vs. Management Characteristics
Both leadership and management involve setting a direction for others to follow.
However, leaders typically have more of a long-term vision while managers focus on the here-and-now.
Leaders also need to be able to build relationships and trust with their team, whereas managers may not need as strong of relationships since they are focused on task execution.
Characteristics of leaders include:

Identifying and nurturing talent.
Pushing the envelope of what is possible.
Taking calculated risks.
Championing employees.

On the other hand, some common management characteristics include:

Maintaining the status quo.
Detecting and addressing inefficiencies.
Mitigating risks.
Getting the job done.

Leadership vs. Management Examples
Let’s say you’re a project manager at an advertising agency.
Your daily tasks might involve overseeing client projects, delegating tasks to your team, and ensuring that deadlines are met.
Meanwhile, the agency owner might be focused on bringing in new clients, working on long-term strategy, and building relationships with other businesses.
Both roles have overlap in their responsibilities and skills. However, their priorities differ greatly.
If you think too long-term, you’ll never figure out what it takes today to get there. If you think too short-term, you’ll lack the big picture that tells you what you’re working toward.
There’s often the implication that leadership is better than management. The truth is, every organization needs a good balance of both to thrive.

One of the most tried-and-true social media strategies is to build a content calendar around celebrations, events, and holidays. This is especially the case for UK-based gifting company Letterbox Gifts. They’re a women-led business that aims to make sending gifts to friends & family easy and enjoyable, offering a range of curated and hand-wrapped gifts from independent producers.Letterbox Gifts co-founders, Eleanor and Michelle.With so many gifting occasions throughout the year, their social media marketing revolves around celebrating each giving moment, big and small. Their robust calendar of events unlocks a regular heartbeat of content ideas, promotions, and new customers. We spoke to Eleanor Bagust, co-founder of Letterbox Gifts, about how they use Buffer to plan and schedule their social content throughout the year so that they never miss an opportunity.We have been using Buffer for a number of years and it’s been an invaluable resource to our social media strategy and how we communicate with our customers. One of the most important features we use is Buffer’s social media calendar. We have communications planned for those key dates like Mother’s Day, Father’s Day, and also for smaller celebration days that we like to recognize such as Employee Appreciation Day or even National Hugging Day!Letterbox Gifts use Buffer to plan out their content calendarAs you can see, the Letterbox Gifts social calendar is packed with quality content. How do they keep it up? It’s thanks to a collaborative process and a disciplined planning approach.Buffer’s publishing queue allows us to get our plans and ideas ‘down on paper’ so to speak, so we can visualize our feeds, and use the drafts & editor functions to ensure we have a consistent voice and style behind our posts. We have multiple staff members upload and add content to all our social media feeds in one place, which makes life a lot easier than managing each social platform individually.Instagram is one of their key channels for building brand awareness and driving sales around gifting occasions. But when you have multiple people adding content, it’s important that everyone has visibility into upcoming content.The ability to preview upcoming Instagram posts in the grid is one of our favourite Buffer features. It allows us to make sure it looks great and that it’s diverse and not overly repetitive, especially when the posts are added by more than one person.Letterbox Gifts use Buffer to preview their Instagram content.Aside from planning ahead and using Buffer to manage their content, we asked Eleanor to share some tips for anyone looking to build marketing campaigns around holidays and events.Tip 1: Get the timing right. “Social media marketing is largely about the build-up to the event; there’s no point in marketing on the day of the event, as it will probably be too late for customers to purchase in time. That being said, nobody wants to hear about Christmas in the middle of June. For most occasions, around a month before is a good time to push the bulk of the marketing campaign.”Tip 2: Repurpose existing products and campaigns. “Think about how can you market existing products for upcoming occasions, whether it’s taking a picture or video of a product in a Christmas setting for a Christmas campaign or renaming a suitable product to sound romantic for Valentine’s Day. You don’t necessarily have to invest in lots of seasonal stock for holiday marketing.”Tip 3: Be respectful of your entire audience. “Be sensitive around holiday campaigns, and avoid referring to relatives as ‘your’ to prevent upsetting people who may find special occasions difficult. For example, instead of saying ‘This is the perfect gift for your Mum’ use language such as ‘This is the perfect gift for the special women in your life’.”Tip 4: Get creative with product staging. “Staging scenes such as parties with your products and using videos and reels on social media to showcase these are a fun and creative way to generate interest around your brand for upcoming occasions.”Creative product staging makes content more visually appealing.Ready to create a calendar full of occasion-based social media campaigns? Buffer has a range of plans, including a free plan, to help you get started. Learn more about Buffer’s publishing and planning features.

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