Archives for posts with tag: berkhemer clayton

This January we start our third year in business—in L.A. and Hong Kong!

We launched our Trufflepig Search division to help client companies find social media and digital communications, marketing and PR professionals below the executive level. We are proud to have served clients including GE, Gap and Coca-Cola/Japan out of our Hong Kong office, and AEG Live, AutoTrader.com, Forest Lawn and R&R Partners out of Los Angeles.

As the economy builds momentum in 2013, Trufflepig Search is here to help find your next great social media or digital communications team members.

We wish you a profitable new year, full of health, enjoyment, and digital happiness.

Social media for business encompasses more than the average person’s Facebook status update or Tweet about the latest viral video. For companies, social media offers a range of opportunities to connect and engage with their target audience with more targeted ads, direct engagement with potential and current customers, and unique branding opportunities, just to name a few of the possibilities.

At Trufflepig Search, we know it takes much more than a registered company page on Facebook to maximize the potential of social media. How do you increase followers? Are you producing content of value to your customers and clients? How do you handle negative feedback or legal compliance in your industry?

To launch a successful social media campaign, there are critical factors: strategic goals, implementation, and fine-tuning of the tools to reach the target audience:

(1) Strategists plan campaigns and decide for using social media for the company. They determine the budget and feasibility of initial social media use, and decide how the company will choose to improve the campaign most practically and efficiently. Often strategists manage additional aspects, depending on the size of the company and its social media budget.

(2) Implementers and engagers (whose duties are often distributed among marketing, communications, sales, HR, and customer service) get the firm’s social media platforms up and running. This involves the design, content, and engagement that go into creating successful social media pages that communicate the company’s culture and goals. They also manage the personal representation of the organization and become most valuable once a social media interface is established. This role serves as the basis by which the company maintains good communication with its relevant clients, bloggers, or influencers. Implementers typically interact directly with customers so it is essential that they are well-trained in the company policies.

(3) Technologists who manage the marketing technology and tools are essential after the first implementation phase because social media is constantly changing and tools are constantly being created. Social media maximization demands constant re-evaluation to better suit customer needs, enhance the brand, and offer genuine value as a thought leader. Technologists are often developing apps, collecting metrics, and reviewing analytics to judge which tactics are effective and which need revamping.

Read an in-depth analysis of the different roles and skill sets that fall within these categories of social media professions on Quora. Our response is also shared in the discussion.

From Sai Pradhan, Managing Director of Trufflepig Search Limited Hong Kong:

Ripa Rashid, Executive Vice President of the Center of Work-Life Policy was in Hong Kong last week, speaking at a luncheon organized by Asia Society.

I was pleased to see a presentation dedicated to talent retention in China and India and women in the workplace within Asia Society’s March repertoire. Ripa Rashid of the Center of Work-Life Policy recently co-authored an article for Harvard Business Review, ‘The Battle for Female Power in China and India,’ in context of multinational corporations looking to China and India for growth, and within those geographies, female talent, as an important factor. At Asia Society’s luncheon at the Foreign Correspondents Club, Ripa shared some of her key themes and findings from her research. Here are the highlights:

  • The percentage of women at tertiary education levels has increased 10% in the last decade in India and 23% in China. This is evidence of the increasingly highly qualified female talent pool in both countries.
  • 85% of women in India and 83% of women in China are eager to be promoted to the next level, compared to 52% in the U.S. With ambition levels at such a high, women seem poised for professional advancement.
  • Women are reported to show high levels of loyalty to their employers in both countries: 92% in India and 88% in China. I wondered if this meant their pay scales didn’t jump as much as they might. I asked Ripa after the luncheon, and she said that generally speaking, women had different consideration factors than their male counterparts in finding and staying with favourable employers. Factors such as the quality of their teams, their comfort level with company policies, and the fact that the longer they stayed with their employers, the more likely they were to avail of flexible schedules, outweighed the desire for salary bumps.
  • In contextualizing the female talent pool in China and India, Ripa described the various ‘pulls’ on women in these countries. 35% of Chinese women and 52% of Indian women face pressure to drop out after they have their first child. ‘Daughterly guilt’ weighs 88% of women down in China and 70% of women in India, while maternal guilt affects 86% and 62% respectively.
  • She then went on to describe some of the ‘push’ factors. Jobs are becoming more extreme, with longer hours for women in China and India. On average, Ripa shared, they are working between 10-18 additional hours per week compared to their workload three years ago. An astounding statistic indeed.  Prejudice in the workplace affects 55% of women in India (enough for them to consider quitting or pulling back from their jobs) and 48% of women in China. Safety, and practical and cultural barriers to international mobility (considered an important part of professional advancement), are other factors that ‘push’ women in these countries.
  • China’s one-child policy means that it will soon be faced with a graying population, whereas in India, the demographics weigh favourably toward the young but are faced with infrastructural challenges in the country.

Ripa shared a few models that some companies have employed to attract and sustain the best female talent, and help women deal with the various pulls and pushes of the work environment, such as Google India’s Women’s Engineering Award, Intel’s Women at Intel in China, and Cisco’s Extended Flex Program.

There has never been a more exciting time to be in public relations, advertising and marketing, thanks to the revolutionizing momentum of social media, online communications and creativity.  The sheer adventure of being at the beginning of a new frontier, a global transformation, a whole new way of looking at communication, it’s exhilarating.

Also it’s confusing, and corporations are wondering—who’s who and where’s where in this new world.  Who really knows what they are doing?  And are most corporate communications departments fumbling as they learn?  Can anyone afford to make mistakes as they learn?

On this threshold comes a new company, called Trufflepig Search, to recruit experienced communications and marketing professionals who are fluent in social media and savvy about how to harness the beast to drive the brand.   Trufflepig Search—we dig deep to unearth the best in social media.  Like the prized animal that can sense where the most delicious mushrooms grow and dig them up unharmed for consumption by people who appreciate the best, we at Trufflepig Search know how to find the best communicators and separate them from the rest.  We bring them to client corporations for consumption as full-time leaders and coaches—the key to corporate social media strategy that works.

With offices in Los Angeles and Hong Kong, Trufflepig Search will launch in January 2011, to serve the hungry consumer brand companies who desperately need strategic communicators who can navigate and capture social media for their brands.   Launched as a separate division of respected executive search firm Berkhemer Clayton, Trufflepig Search will capture the category.  Our goal is that inside three months, corporate communications executives will think Trufflepig when they need one or a team of social media pro’s.

The team-members we place will transform your company for the digital age.

“We dig deep to recruit the best in social media,” let us know what you think of this tagline on our Facebook page, Twitter, or join our LinkedIn group; comments, follows, and likes welcome. And look forward to our website launch in January 2011!

 

 

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