Archive for the ‘Industry News’ Category

Building a Talent First Culture

Wednesday, January 18th, 2012

People who run companies with a Talent First Culture make more money than their peers. Their businesses also are more successful.

We all know hiring and retaining top talent is the key to solving business challenges and building profits. But how and where to start.

Building a highly talented business culture starts by engaging your employees. Both management and staff level. All can contribute. It’s often amazing the insights various employees have on how to improve your business.

A key to any business is improving the processes used to run the business. The hotel industry is often slow to adopt and develop streamlined/new/better processes. Staff employees are often the key to identifying process improvements. They are familiar with the details of their jobs and departments.Often they have great ideas on how to improve the department while making their jobs easier, and themselves more efficient.

Companies with a Talent First Culture typically are innovative. Because employees are engaged they can be quick to respond. Innovation is concentrated first on improving revenues and profits. You can’t save your way to profitability. Innovate.

Improved processes and innovation lead to improved productivity and profits.

Companies with a ‘Talent First” mentality quickly become known for their agility to take advantage of opportunities. Agility also entails turning challenges to opportunities.

The beauty of a Talent First Culture? It starts with an attitude. Any business person can do it within the frame of their job. Changing a mindset and engaging employees doesn’t require capital or more staff…at least initially.

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Getting Personal with Your Communications

Friday, January 13th, 2012

We hear a lot about the importance of appealing to the personal interests of your audience when using Social Media. Isn’t it just as important in all aspects of communications…marketing materials, PR, job postings, internal bulletin boards, emails, etc?

All communications need to be narrowed to the exact audience you are trying to reach.

Big companies use ‘landing pages’ in social and electronic media to guide users to those sections that appeal most to the user.

Each of us need to do the same thing when we communicate. We are in the employment business. We see many companies writing very broad based ads when they have specific skill sets they need. Then they wonder why most of the candidates that apply are unqualified.

Identifying the right audience is critical. I talked to F&B Director at hotel that has outside entrance for their outlets. They have email lists of local customers that frequent each restaurant and lounge. Each week they go out with a very short email telling customers what is going on in the outlet they frequent most, with links to their blog about what’s happening in other outlets. Then they write something similar for their blog. Last they prepare a simple 8 1/2 x 11 flyer to distribute at the Front Desk when guests sign in for the weekend. That sheet describes what is happening in each outlet. Four different communications, but all with similar information so preparation is quick.

Results? Sales for 2011 in F&B outlets were up 40%.

What can you do today to better target your communications to make your job easier? (And ‘wow’ your boss?

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Building Effective Recruiting Talent Communities

Tuesday, July 12th, 2011

Lots of followers is not an effective way to build a talent community on social media.

The goal of any recruiting strategy should be to build a reliable, repeatable source of hires. Lots of people, simply means lots of people. The key is the quality of people the talent community attracts and whether they are qualified for the jobs available.

Job boards have a very, very, low ratio of hires to people reading their ads. Most social sites for employment have even lower ratios.

How you engage your talent community determines whether it will be effective or not.

The most effective recruiting talent communities are small, communities built around the culture of your company and the skills needed for the jobs you typically need to fill. A talent community should not be designed to fill every position, only those positions that need to be filled frequently.

There are more effective recruiting techniques to use for the ‘once in a while job vacancies.’

Building effective recruiting talent communities requires you, or someone in your company, to consistently spend time cultivating the desired talent community. That means keeping your talent community apprised of happenings in your company. What coming needs are likely to be. Opportunities and challenges. Etc.

Talent Community Rule of Thumb

Spend as much time communicating with your talent community as you spend communicating with your best friend. That takes time. Concentrate that time on the jobs most frequently vacant. Develop information to attract highly skilled people to those jobs.

Lots of jobs available in lots of different positions.
What do you do when you are faced with major hiring challenges over an extended period of time? Build smaller talent communities within your overall community. This may be by Department, brand, or geographical areas. The smaller the talent community, the easier it is to communicate and engage people. It’s much easier to talk about specifics than broad generalities. Create opportunities for people within your community to interact with each other.

Key to Engagement
Offer something to keep people coming back. It can be prizes, games, recognition. People participate in social communities to get something they want or need. Simply offering a job now and then doesn’t keep people coming back.

It isn’t complicated!
Building a recruiting talent community is not difficult.

1. Identify the jobs you need to recruit for. Can they be addressed with one talent community, or do you need sub-communities?

2 Identify the skills and management style that ideally mesh with your company.

3. Identify where on the Internet the people you want to attract hang out. Is it Ladders? LinkedIn? If on Twitter or Facebook, where on those sites? Other sources? Talk to your employees in the jobs you need and ask them where they spend their professional time on social networks.

4. Communicate at least weekly to your talent community and to each sub-community. Distribute press releases. Announce promotions. Tell people about business marketing successes. Send a link to an article to benefit their career (and expand their skills to make them more desirable to your company. Etc.

The communication step shouldn’t take more than 15 minutes per sub-community per week. Engage your best employees to help.

Looking for a New Career Opportunity?

Seek out social talent communities that match your skills and interests. Actively participate in them. The better prospective employers understand your talents, the more interested they become. Communicate your successes. Offer suggestions.

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Branding-Nationally & Internationally

Tuesday, July 5th, 2011

Demand for Talent has Gone Global.

Talent scarcity is worldwide. The world faces declining fertility rates. Education standards vary greatly. Last, worldwide there is an aging population.

Employers need strategies to retain employees as well as faster strategies to attract talent.

The solution to recruiting challenges includes collaborating with other companies, educational institutions, and even cutting across industries.

Business leaders and their employees need to encourage broader understanding and cooperation between cultures. It’s simply a fact of life to the success of any business, no matter how small.

Employees need to at least welcome change.

This recession has taught employers around the world how to do more with fewer employees. Remaining employees at least are open to change. The best actually embrace change. Unfortunately that has meant the disparity between the best talent and the rest has become much more pronounced—in their jobs and in their standards of living.

It’s important for all businesses to do a better job training, motivating, and coaching employees. Likewise, employees need to take more responsibility for their own careers, motivation, and the types of coaching they need and best respond to.

Your Company’s Growth

Smart companies and entrepreneurs spend time thinking how to attract and retain the employees that will contribute to their growth and profits. Growth is much more than increasing sales. It involves identifying additional products or services existing customers want. Identifying additional market niches. Finding pockets of business where your company can carve out a competitive advantage.

Tools You Can Use

More and more companies are using contract labor. Businesses have more short-term market opportunities and opportunities to provide a highly targeted set of skills or services. That also means business needs to look at more out-sourcing instead of doing everything ‘in-house.’

Self-education, through all the tools available on the Internet is a rapidly growing trend. What is your company doing to identify additional skills your employees need? Then helping them find Internet sources they can use to acquire the skills.

Employers need to work with local schools to acquaint the schools with the skills schools need to be teaching. That also means schools need to become much more flexible in what they teach. In the US that will be a tough transition given how entrenched the public education system is. Many feel this is a primary reason so much is being done with training through the Internet. That enables individuals to take responsibility for their own educations to assure they get the skills to enable them to thrive, instead of survive.

Improving Communication

While there will be increasing reliance on the Internet for educational opportunities there is also increased need for better communication skills when face-to-face. The Internet is still relatively new, and ‘texting’ is very new. All of us are still identifying when that’s the best way to communicate and when face-to-face, or actual voice communications are more effective. As we become more comfortable video texting communications will improve.

The reason for face-to-face communications is to enable the use of more senses, hearing, voice inflection, facial/body language, etc. Video communications can enhance communications. As the need for skills expands worldwide so does the need for all of us to acquire some foreign language skills, especially those of us responsible for recruiting employees for our organizations.

We don’t need to speak several foreign languages, but we need to know how to use the Internet to enable us to communicate easily with people who communicate in different languages.

Summary

Increasingly we live in a global world. That is unlikely to change. Step back and identify how your company can effectively benefit from globalization. What skills do you, and your employees need? Where are the business opportunities? What can you do differently?

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Handling Brush Off Objections

Tuesday, March 29th, 2011

Jim Domanski offers a Sales Trainer Newsletter. To learn more about Jim, www.teleconceptsconsulting.com How to effectively handle brush off objections is equally important for job seekers as it is for sales people. Matter of fact, regardless of our job, we all deal with brush offs. The key is getting past the brush off. Jim’s suggestion below is working very well for us.

The “I’m not sure I understand…” Technique.

This technique is extremely versatile. You can use it for a large variety of brush off objections and get stunning results. Best of all, it’s easy to learn and use because there are only five words:

I’m not sure I understand.

This objection handling technique is extremely effective at getting the client to ‘open’ up and further expand on the objection. By doing so, you are able to determine if the objection is indeed real and genuine or if it is false and hiding something else. If it is genuine, you can respond accordingly and confidently. If it is false, you can probe until the real and authentic objection rears it’s head.

To Apply the Technique.

The next time you get a brush off, simply say these words,

“I’m not sure I understand…”

Simple, eh? That’s all there is to it.

Watch Your Delivery and Tone

Delivery and tone are vital to maximize your results. The words should be uttered sincerely and with sense of confusion in your voice. In effect, you want to sound surprised or bewildered when the client ‘wants to think about it’ or ‘wants to wait a couple of weeks’ or whatever.

Then let silence work its magic. Don’t elaborate. Don’t speak further. Silence on the phone is perceived as three to six times longer than it really is. In a non face-to-face environment, silence creates a sense of discomfort. Your client will literally itch to fill the void and say something.

Your words, your tone and your silence will work collectively on your client and almost immediately, he’ll feel the need to expand on the brush off objection. He will feel the need to justify it or to explain further so that you will better understand. And in doing so, the client will often give you the real reason for the objection or if the objection is indeed authentic, they’ll discuss if further.

Whatever the case may be, you now have better and more accurate information by which to gauge your response.

Summary

This technique is truly one of the best-kept secrets. Master it and you’ll get phenomenal results. Good Selling!

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Economic Analysis: Uncertainty Can Be Good News: Tom’s Take

Wednesday, April 21st, 2010

Robert Frost said, “In 3 words I can sum up everything I have learned about life. It goes on.”

Friday I was reading that crisis in Greece continues to worry investors. RE market seems to have turned the corner in the US. Next article said RE market remains weak. Meantime, volcanic eruption in Iceland has royally screwed up airline flights. To point UK has sent ships to pick up stranded citizens in the Baltic. Stock market rallied. Wait a minute, it dropped Friday on news of yet another scandal.

What the heck (alright I tamed that down) does all of this mean? How do we make it work for our businesses?

The more I read the less I know. If I don’t like one analysis I can read a little more and get the opposite analysis. Economics has always been more art than science. Yet, people, or at least the media seem to be dwelling on economic predictions more than ever.

“At first I was uncertain, now I’m not so sure.” Anonymous

Those of us in business need to be aware of what’s going on in the world. But then move forward without relying too much on what’s going on. Another quote I like, “There’s nothing wrong with looking back, just don’t stare.”

There are certain things we know.

The world knows that natural resources are depleting and the population is exploding. Likewise, each of us should know what is going on in each of the communities we do business in. Which businesses are growing and which are contracting. But do we?

I was recently talking to a VP Operations who has been asking their hotel management teams:

  • When was the last time the GM’s asked their teams, specifically, which local businesses were growing or poised for growth? When was the last time the sales team visited those businesses to learn what their needs were?
  • When was the last time they attended Chamber of Commerce Meeting? Met with the local CVB? Had lunch with their peers from other hotels? Attended a Rotary or Kiwanis meeting? Were involved in another civic activity?

This VP was worried that the teams were concentrating on today’s business to the exclusion of future business. The VP was right. The GM’s had not been asking the first question. Attending a staff meeting it was quickly apparent Department heads were not getting into the community to learn what was coming. Most of the Department heads belonged to one or more organizations, but they rarely attended meetings.

Action Plan

Hotels had their sales teams calling on known accounts and local businesses. Department heads had to attend at least one civic function a month. By dividing up civic organizations, each hotel assured attendance at majority of meetings and functions. Things that should have been happening all along, but in the effort to get immediate business, things that were not being done systematically.

Results

First month hotel picked up 4 additional catering functions. Booked 3 small meetings for the next month. All a result of sales team calling on businesses they added to their list of prospects. Attendance at civic functions and meetings resulted in booking 3 wedding receptions, an anniversary party, role out party for expansion at local business, and events for 3 new businesses that were opening within 3 months. Plus over 20 leads for other business functions with potential for over 300 room nights.

VP’s prodding reminded Department heads they were all responsible for sales for their hotel.

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Silver Lining in Residential Foreclosure Market: Tom’s Take

Tuesday, April 20th, 2010

Home foreclosures first quarter are 35% higher than in 2009. Appears the nation is on track for 1 million foreclosures in 2010.

How can there be a silver lining in that? There certainly isn’t for the people displaced. But for those in businesses that benefit from meetings those foreclosures represent opportunities.

Financial institutions are increasing meetings as they look for ways to divest these assets. Whether it’s meeting with a group of realtors, or potential investors, or companies to handle advertising, maintenance on the assets, etc.

There is plenty of money available to invest. So far, major investment groups have been watching for commercial assets. Commercial Backed Mortgage Securities (CBMS) hold many, if not most of the desirable commercial real estate assets. CBMS are very, very complex. They normally cover a number of assets, so unraveling them and preparing individual assets for sale takes a long time.

I doubt the groups with large cash holdings will be interested in residential real estate. However, some of the smaller groups may decide they can pick up groups of homes, rent them out, and then sell them in several years when real estate market conditions improve.

What businesses may have needs for your hotels? Mortgage companies, residential real estate companies, landscape and home maintenance companies, insurance companies, security companies, CPA’s, small and mid-sized banks and financial institutions. Call on them to see what their needs are. Listen and get creative in ways to gain business from them.

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Tom’s Take: Innovations for Second Quarter

Thursday, April 8th, 2010

Yesterday in Business is Better, Closing In On Good, But Not Great “http://www.securemploy.com/blog/2010/04/07/business-is-better-closing-in-on-good-but-not-great/” I indicated that most companies we have talked to did slightly better than planned for the first quarter. Some felt they were overly conservative in their projections. Others felt they didn’t get as big a “share” as they wanted. Etc. Bottom line: many companies are not as happy about first quarter as they should be. Congratulate yourself if you achieved NOP!

Innovative Thinking for Second Quarter.

Had a delightful conversation with a progressive thinking VP Sales & Marketing early this week. He really got me thinking. I asked if I could share his ideas. He agreed.

He introduced me to:

Zero Based Marketing & Sales Projections Increase Revenues 11%

All of us are familiar with Zero Based budgeting that was all the rage a few years ago. (Incidentally, a number of progressive management companies are still using the concept and seem to be beating the industry profit averages by 5-7% every year.)

This VP sits down with sales teams at each hotel, every quarter. They analyze all the booked business. What has been booked. At what rate. What additional services/products were added to the sale. What F&B is included. Then they go through a check list of 97 things they can offer to any group or guest to identify what they did not sell. Now they re-analyze each piece of business to identify how to get additional revenue from the group.

They have been doing this for 9 months. On average they have increased revenue from existing bookings by 11%.

The VP takes this a step farther. Before each sales call the sales person studies the list of 97 items that can be sold and charged. Which will benefit this group or corporate account the most. They look at what will provide the most benefit to the customer. Not what will give the hotel the greatest profit margin. This VP understands the key to sustained long-term profits is to keep all the accounts. VP knows that only happens if you meet the clients needs first.

Can It Really Be This Simple?

VP Sales and Marketing said they learned early that they always left money on the table. Sales people are trained to close the sale. It’s tough to be in the middle of that process and remember everything you can sell. By analyzing what was missed, from the customers perspective, they can go back to the customer and help the customer better meet their needs.

I asked if the customer always “traded up.” The answer? “Almost always, but typically at a fraction of what we suggest.” It’s easy to identify ways a customer can significantly increase their results by spending 20% more. That’s rarely in the budget. “Customers always appreciate our suggestions, even when they don’t use them. They appreciate our thinking about their business. By concentrating on how our suggestions will benefit them, they “get” that we are not just trying to re-negotiate the deal.

Sweetening the deal.

Once in a while, the customer just can’t add anything. Before we make our suggestions the sales team at the property has identified 1-2 things they would be willing to “throw into the existing deal” to improve things for the customer. These customers are blown away by our offer. It stops them cold if they were thinking we were just trying to renegotiate after the deal was signed.

The Best Part-90% Re-bookings.

That’s right. This company has re-booked 90% of the business that has been exposed to the above. “Customer loyalty is the name of the game for any business. I always remind our teams that it’s easier to get additional dollars from existing customers than to find new customers. We all know it. In our zeal for additional business, I found we were pushing our sales teams so hard they were not giving our existing customers the attention they deserved.”

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Tom’s Take: What Do Transient Guests Want?

Saturday, April 3rd, 2010

We all assume we know what our guests desire when they stay with us. Do you really know or are you assuming you know?

Do you need more or less amenities?

Some hotels and companies do an excellent job surveying their guests. These hotels have advance knowledge on their customers changing tastes.

When was the last time you surveyed your guests when they checked in or out?

Start by giving guests a 4″ x 6″ card at check in that asks: Please indicate the 3 things we can do to make your stay enjoyable. Then have 3 lines. At bottom ask them if they would like you to remember these for their next visit. If so please enter their name and email address.

At check out give them a second 4″ x 6″ card asking them to list the 5 most important amenities you can offer. At bottom ask them if they would like you to remember these for their next visit. If so please enter their name and email address.

Giving guests blank cards enables them to tell you exactly what is most important to them. After the guest has left have your front desk staff indicate on the card whether the guest is traveling on business or pleasure. If possible identify the business the guest is in.

Several hotels are starting to survey their customers each time they check in. The hotels have developed follow-up mini-surveys for repeat customers. Better service starts by understanding each of our guests. The above program cost is typically less than $25 per month. If you don’t have the ability to print on 4″ x 6″ card stock, then use 8 1/2″ x 11″ 28 pound paper stock. Run it through your photocopier and cut it into quarters.

To run efficiently, we each need to apply “zero based” practices whenever possible. This means starting without preconceptions. Several hotels that have done this have found they could eliminate some of the room amenities they provide “as a matter of course.” Of course these hotels have to meet brand standards. They have also been able to suggest to brands that some amenities need to be available. That doesn’t mean they need to be in the room.

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Tom’s Take: Best Places for Business Meetings

Monday, February 8th, 2010

Robert Half Management Resources recently ran on survey on “the best places to hold a business meeting” outside the company’s four walls.

Following are the results and few ideas on how hotels can drive revenues.

The recent survey by Robert Half Management Resources.

When asked, “Other than in the office, what was the location of your most successful business meeting ever?,” here’s what 1,400 finance execs replied:

  • restaurant (36%)
  • trade show or conference (25%)
  • sporting event (4%)
  • golf course (3%)
  • in a car (1%)
  • on a trip/plane (1%)
  • nowhere else (24%), and
  • other/don’t know/refused (4%).

To increase your revenues:

-Call local businesses and offer your restaurant for business meetings between meal periods. Let them know that 1400 financial executives surveyed indicated this is the number one source of business meetings outside of their own offices. If they need larger area, sell them meeting space. Long term benefit: Local businesses will become aware of services you offer and will tell vendors that visit them. As employees of these companies become aware of your hotel they can refer visiting friends or social business to you. Collect business cards to establish communication paths.

-Trade show or conference. When there is trade show for any industry in your town or city, do you attend? This is one of the best opportunities to discover all the vendors that come to your town/city. You have a captive audience. Ask them where they are staying. If not at your hotel, exchange business cards so you can cultivate them.

-Sporting Event. Check with local golf courses, country clubs, and casinos to see when they have events/tournaments scheduled. Visit them to collect business cards from people that can use your hotel and facilities the next time. A half day at these functions can generate 50 or more leads for future business. Tournaments attract vendors, spectators and participants. All can be your customers.

We all talk about people who “think outside the box.”  Any of your employees who are doing the above are demonstrating these abilities. Take care of these employees. Need more employees like this? That requires you to think “outside the box.”  We can help. There are inexpensive ways to recruit, call Securemploy at 800-935-5280. We’ll be glad to share what we hear from successful companies.

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