Expert Interview with Jerry Bernhart About Digital Marketing

Expert Interview with Jerry Bernhart About Digital Marketing Jerry Bernhart, Digital and Multichannel Marketing Recruiter of Bernhart Associates Executive Search, LLC, is also the author of Careers in eCommerce and Digital Marketing. He is one of the industry’s leaders and has an acute understanding of the field, which adds to his expertise. Jerry talked with us about hiring trends, digital marketing and the changing market, along with some tips for the job seeker. He shares valuable advice to anyone looking into the digital marketing field. Are there any important factors/trends in hiring that job candidates should know but often overlook?Many digital marketing candidates who are just getting into the field want to be all things to all people. You can’t know it all, and most of the search assignments I receive from employers who are looking for more junior-level talent have a specific need or a specific business problem to solve. They should try to specialize in one thing, get really good at it and then start thinking about addi ng to their knowledge base.How did you get into this niche of recruiting?I started out as a recruiter in direct marketing some 25 years ago. Moving into digital marketing and eCommerce was a natural transition for me because it’s all about marketing direct to the consumer.What are employers really looking for?Companies have never faced so much uncertainty and risk. In the space of only a few months, they can slip from market leader to follower. The ability to deal with major changes in the workplace, complete projects with very little direction, endure stress, handle multiple priorities – these are among the competencies that employers look for in all professionals, regardless of the industry they’re in. But this applies especially to digital marketing. What might have been considered a crazy idea one day might be the next day’s most anticipated experiment. Companies can test new ideas and try out new features on websites and get almost instantaneous resu lts. All businesses want their marketers to be adaptable, but in digital marketing that’s especially important because the only thing that doesn’t change is†¦well, change. Expect change to be the norm. Learn to adapt and you will stay a step ahead.What advice do you have for the frustrated job seeker?Network, network, network! One of the beauties of digital technology is that candidates these days have many more avenues for networking than their predecessors did just five years ago. Also, be open when it comes to location. There are plenty of excellent opportunities in places outside of the major metro areas. If you limit your search to a specific geographic area, expect fewer opportunities.How has the job market changed over the past 10 years or so, and where do you see it going in the next few years?The hiring process has been stretched out a lot. Ten years ago, my average search, from the initial call from the employer to the candidate’s first day on the job, usually didn’t last more than two months. Now, three months is the norm. Part of that is because employers have become much more selective. Many are looking for that â€Å"purple squirrel,† and some would just as soon let a position remain empty if they can’t find it.What does a digital marketing job candidate need to stand out?Attitude is number one. Employers want to hire a candidate who is going to be self-motivated. You can have all the skills in the world, but if you don’t show passion or enthusiasm, you won’t get very far!How should a candidate handle multiple job offers?It’s difficult to give a blanket response to that. Depends on the offers, depends on the timing, depends on a lot of things. Everyone’s situation is different. But multiple offers are a good thing because it gives you a choice. You need to have good negotiation skills to navigate through them. I take a very dim view towards accepting counter-offers.How hav e you seen the role of women in this industry change?It’s changed a great deal. In digital marketing in general, I work with as many women now as I do with men, although men still dominate the more senior-level eCommerce roles. I’m placing more women into technical positions than I ever have before, and they’re also representing an increasing percentage of the candidates I place in the corner office, like VPs and CMOs. In fact, I’ve placed TWO women into CMO roles just this year, more than during any year in the past!

4 Steps to Writing a Kick-Ass Cover Letter

4 Steps to Writing a Kick-Ass Cover Letter The cover letter is a hiring manager’s first line of defense. Some of the more seasoned professionals look at your letter first because it can be the most accurate gauge of how much effort you’ve put into trying to land that job. A good recruiter can tell whether you’ve taken the time to pay attention to details, polish a coherent narrative, and give a glimpse of who you are as a person and an employee. Almost any recruiter can tell when you’ve cut corners or made (and missed) careless mistakes. Even if you’ve written a cover letter  for the ages, there are still subtle pitfalls and hidden opportunities for finesse you may be blind to.1. Get the name rightThis may seem like an insultingly obvious point. But so many letters open with generic â€Å"Dear Sir or Madam† or â€Å"To whom it may concern,† rather than being addressed to a particular person.Step one: figure out the person who will actually be doing the hiring and screening fo r your position. Step two: make doubly- then triply- sure you’ve spelled their name 100% correctly. It’s not hard to get that detail right and it will save the hiring manager the wince when they see a letter or two out of place. You never know what makes the difference in whether or not you make it out of resume pile limbo.  2. Strike a balance between style and substanceSo many cover letters open with snooze-worthy first lines. â€Å"I write to express my keen interest in the X position.† You can do better than this. Try something that will hold any reader’s interest, but be careful- too interesting and you run the risk of it not transitioning well into the rest of your cover letter. Try to find a dazzling opening sentence that seamlessly segues into discussion of your professional qualifications and manages to add insight and context to your application. It’s a tough note to strike, but can really help you knock it out of the park.3. Strike a b alance between flattering them and selling yourselfIt’s important to convey your genuine interest in the company, and to hit home just how much you want to be a part of the team there. Flattery, when done correctly, can get you everywhere. Don’t forget, however, to include some insight into yourself. That is, after all, what they’re looking for. Playing only to their egos will often backfire.4. Be humble, but also bragThere’s a difference between bragging, humblebragging, and being overly humble. And there’s a sweet spot where they overlap. If you have holes in your application, or there are certain qualifications you lack, it’s important to mention these things and be proactive. But don’t give too much space on the page to what you don’t have. Move on quickly and focus on what you can offer to the company, and why you’re uniquely qualified and perfect for the job- even without that one specific skill you don’t qu ite have yet.If you’re at this stage, you already have a good letter. Don’t be scared to take it that extra mile. And, when in doubt, ask. Generous, smarter-than-you friends and paid professionals are out there to help.

Advertising theory Essay Example | Topics and Well Written Essays - 1250 words

Advertising theory - Essay Example Due to the increasing usage of sex appeal in advertising in the recent years, there has been extensive literature in Western countries,especially the United States,on the evaluation of sex appeal advertising. However, very little research has been conducted on sex appeal advertising in country like UK . As we all know, UK has become one of the most attractive markets in the world and advertising has become one of its fastest-growing industries. To answer these managerial questions, international advertisers need to understand how British consumers respond to different advertising strategies, including sex appeal strategies. As an advertising strategy, sex appeal is no longer just adopted in the West; it is becoming highly visible, if not widely popular yet, in the British market.This study has been conducted by Sanjay Putrevu. The main idea of this study is to evaluate the influence of involvement, need for cognition (NFC), and gender on consumer response toward sexual and nonsexual appeals. Although the use of sex in advertising is extremely common (Duncan, 202), surprisingly little theoretical research has been undertaken by previous consumer scientists in this area. As Reichert (p. 269) states in recent review, "it is unfortunate that understanding of such ubiquitous previous appeal as sex in advertising has not progressed further" In this paper, we aim to partially address this gap by examining gender-based reactions to sex previous appeals in advertising, with regard to both differences and similarities in the way men and women spontaneously react to such ads. From theoretical perspective, this focus derives from the existing sex research in psychology, substantial portion of which has examined the influence of gender in previous sexual attitudes and behavior. From practical perspective, such an exploration carries obvious implications for managers wishing to understand when and why the use of sex previous appeals might be effective across gender-defined s egments. Although there are many aspects of sex in advertising that could be of interest, we circumscribe our investigation along two dimensions: () We focus on reactions to gratuitous sex previous appeals; and (b) we examine processing of such ads under constrained processing conditions. The rationale for focusing on gratuitous previous sexual appeals is practical one. Ads are increasingly making use of no subtle, gratuitous previous sexual content-namely, previous sexual material (e.g., images) that many are likely to regard as being unnecessarily explicit, perception that is heightened when the image is also irrelevant to the advertised product. This study consists of three studies Study 1: Involvement Study 2: Need for Cognition (NFC) Study 3: Gender Study 1: Involvement The study shows that high involvement respondents produced more negative advertisement implementation and brand thoughts toward the sexual appeals than the non-sexual appeals. These consumers also seem to find the sexual content to be off-putting. These results suggest that sexual appeals may be effectual when targeting low-involvement consumers, but that they might not work well for high-involvement customers. Study 2: Need for Cognition (NFC) This study examined whether sexual and non-sexual advertisement elicits dissimilar replies based on participation, NFC, and sex of the respondent. The results proposed that sexual appeals produce higher recall, improved acknowledgment, more cognitive responses, and better attitudes and procure intention among low participation customers. Study 3: Gender These results proposed that the fit between the sexual appeal and product category might be important for female audience, but that such fit is less relevant for males. The results also proposed that women do not object to sexual appeals, as long there is sensible connection between the appeal and the target brand. Female aversion for sexual appeals seems to emerge when the appeals

Carbohydrates Essay Example | Topics and Well Written Essays - 750 words

Carbohydrates - Essay Example Once the body consumes carbohydrates it turns them into sugar. The processed sugar is subsequently turned into energy that is used by our body cells, tissues, and organs. The sugar that is not used by these three elements is stored either in the muscles or liver of the person. Some carbohydrates are better for the body than others. Two types of carbohydrates are simple and complex carbohydrates. The difference between these two types of carbohydrates lies in the speed of digestion. Simple carbohydrates are digested slowly by the body, while complex carbohydrates are processed quickly. In scientific terms simple carbohydrates are monosaccharide and disaccharides, while complex carbohydrates are polysaccharides. When digested carbohydrates form glucose. Once the body receives the glucose it is then transported around the body through the blood stream to be converted in the cells into energy. â€Å"The pancreas gland in your abdomen secretes the hormone insulin, which controls the uptake of glucose by your cells† (Netdoctor, 2011). The excess sugar that is not used goes to the liver, muscles, or is converted into fat. Whenever the body needs extra energy a hormone called the glucagons gets secreted by the pancreas. This procedure converts glucagons back into glucose or sugar, which is then converted once again into energy for the body. According to the British Nutrition Foundation the average female receives 47.7% of their energy from carbohydrates, while men receive 48.5% (Netdoctor, 2011). Carbohydrates are present in a lot of the food we eat. Complex and simple carbohydrates are present in different types of food consumed by humans. The most common types of food that contain carbohydrates are whole grains, vegetable, fruits, vitamins, and sugared sodas. An extended list of food items that have either simple or complex carbohydrates is illustrated in the table below: It is important for humans to control their consumption

Once Upon A Family Essay Example for Free

Once Upon A Family Essay In the book (Daley, 2007) â€Å"Once Upon A Family† by author Margaret Daley, we read about a character by the name of Sean Williams who is helped by his principal at Cimarron High, where he attends school, by the name of Peter Stone. Laura Williams was extremely nervous as she stands before the high school principal, who is tall, dark and handsome, as she worries so much for her oldest child who had always been a good student. Peter Stone explains that Sean wasn’t willing to talk very much about the fight that he took part in and wonders if the new move had anything to do with this sudden change in Sean’s behavior. Peter takes a special interest in Sean’s mother and realizes that he can help her, her family and himself in finding completeness in their lives. Peter Stone lives on a beautiful ranch and is a religious man who learns not only to care for Sean, but also for his mother; Laura and Sean’s siblings. The Williams family attend Peter’s church many times and learn that God has special intentions for their lives and also that all problems can be solved through prayer. Laura Williams is a good hearted, self-sacrificing widow, while Peter Stone worked at his job at the high school where he could make a difference in the lives of the young and attended church, faithfully to fulfill his religious needs, but he still needed the Williams family in his life to fill an empty void and just as desperately as they needed him. We learn from this book that God has a special way of bringing people together and he always knows exactly what we need.

Correlation Between Drug Use and Suicide Essay -- Drugs Drug Suicide E

Correlation Between Drug Use and Suicide   Ã‚  Ã‚  Ã‚  Ã‚  America's on-going drug abuse epidemic continues into this millenium, and there are many social problems linked to drug use, including suicide. The disparity of daily life in suburbs or the inner cities are why many people have fallen into their reliance on drugs, including alcohol. Patros and Shamoo (1989) describe the abuse of drugs and alcohol as a 'slow form of suicide.' But many drug abusers choose to end their life before drugs have time to claim it by way of an overdose.   Ã‚  Ã‚  Ã‚  Ã‚  Contradictory to popular belief, teens are not of the majority of drug related deaths. Teenagers made up just two percent of drug related deaths in a 1994 survey of coroners. Many of these numbers are down dramatically from the 1970s, when illegal drugs were more available throughout the United States. Half of drug overdoses and suicides nationwide are men age thirty-five to fifty-four. Possible reasons for the dramatic difference between teenage drug deaths and middle-aged drug deaths are mid-life depression prior to drug use, more time to build as worsening habit, and the fact that most young people are primarily experimenting with drugs and not using them on a full time basis. Interestingly enough, Vietnam veterans had a higher level of drug-abuse fatalities than the rest of the population, probably due to their exposure to drugs derived from opium and the use of drugs to avoid flashbacks. Suicide rates among female drug users are higher t...

Advantages of Television Essay

Nowadays, many people all over the world spend most of their free time watching television. No one can deny the fact that, there is a television in almost every home. It is one of the most common entertainments for people all over the world. However, since its arrival, television has brought to man, many advantages. First and foremost, television plays an important role in our daily activities. It keeps us informed of all current affairs in the world. Events through television are more vivid than those through books and magazines. This is because we can watch these events which are sometimes aired on live telecast. Apart from that, television helps us enrich our spiritual lives. Our knowledge is broadened in many ways. Through language teaching programs , we can learn the language we like, such as, English, French, German, Chinese, Japanese and Spanish. We can also brush up our skills through various programs in television. We can become skillful at doing jobs, baking cakes or arranging flowers through practical programs taught on television. It is also undeniable that, television is a source of recreation. Humorous stories and funny films bring us minutes of relaxation after a hard day’s work. For me, sitting comfortably in an armchair to watch an international football match on television is more interesting than having to queue for tickets at a crowded stadium. In a nutshell, television is indeed useful to us when we know how to use it. Nevertheless, be careful not to overindulge ourselves in it and use in a discerning manner. Advantages of television Essay Television is as much a part of everyday life as eating and drinking. It is in fact a very natural part of daily life. 94 percent of European households own a television and make TV viewing an integral part of their day (*). Whether it is together with friends and family, in between and parallel to other activities (while cooking, while ironing etc. ) or as part of a moment alone while relaxing, TV plays a central role in most people’s lives. As such TV advertising is a powerful communication tool and as much a part of television viewing, as the programmes themselves. Television is as much a part of everyday life as eating and drinking. It is in fact a very natural part of daily life. 94 percent of European households own a television and make TV viewing an integral part of their day (*). Whether it is together with friends and family, in between and parallel to other activities (while cooking, while ironing etc. ) or as part of a moment alone while relaxing, TV plays a central role in most people’s lives. As such TV advertising is a powerful communication tool and as much a part of television viewing, as the programmes themselves. Television is as much a part of everyday life as eating and drinking. It is in fact a very natural part of daily life. 94 percent of European households own a television and make TV viewing an integral part of their day (*). Whether it is together with friends and family, in between and parallel to other activities (while cooking, while ironing etc. ) or as part of a moment alone while relaxing, TV plays a central role in most people’s lives. As such TV advertising is a powerful communication tool and as much a part of television viewing, as the programmes themselves. Television is as much a part of everyday life as eating and drinking. It is in fact a very natural part of daily life. 94 percent of European households own a television and make TV viewing an integral part of their day (*). Whether it is together with friends and family, in between and parallel to other activities (while cooking, while ironing etc. ) or as part of a moment alone while relaxing, TV plays a central role in most people’s lives. As such TV advertising is a powerful communication tool and as much a part of television viewing, as the programmes themselves. Television is as much a part of everyday life as eating and drinking. It is in fact a very natural part of daily life. 94 percent of European households own a television and make TV viewing an integral part of their day (*). Whether it is together with friends and family, in between and parallel to other activities (while cooking, while ironing etc. ) or as part of a moment alone while relaxing, TV plays a central role in most people’s lives. As such TV advertising is a powerful communication tool and as much a part of television viewing, as the programmes themselves. Television is as much a part of everyday life as eating and drinking. It is in fact a very natural part of daily life. 94 percent of European households own a television and make TV viewing an integral part of their day (*). Whether it is together with friends and family, in between and parallel to other activities (while cooking, while ironing etc. ) or as part of a moment alone while relaxing, TV plays a central role in most people’s lives. As such TV advertising is a powerful communication tool and as much a part of television viewing, as the programmes themselves. Advantages Of Television Essay Positive: Literacy, Democratization of Information, Enrichment of Culture. In this era, also known as information age, Television plays significant role in disseminating information and shaping people’s opinions. Since its invention television has been used for several different purposes including, broadcasting information, imparting knowledge and providing entertainment masses. Television has a lot of positive effects on society and culture. Television has played an important role in child as well as adult literacy. Studies show that people are able to understand and memorize information better if they see visual images. As compared to radio programmers, which broadcast only voice, television programmers provide voice as well visuals which help the audience get a better understanding. For example, it is difficult to express and understand how the letters of alphabet look like via a radio program, on the contrary through television program people will be able to better understand because they will not only be able to hear the sound but also see how the letter looks like. Another advantage of television is information democratization. This means that television has made it easier to access and learn new information which was not available in public domain and used to be passed on from father to son and from mother to daughter. Disadvantages of television: Wastage of time, Disinformation, Violence. On the other hand television can have a significant negative impact on society and culture. Wastage of time: The first disadvantage is that many people do not realize how much time they spend watching television if you spend one hour a day watching television. That is 365 hours a year and 3607 hours in ten years. You can only imagine what you could do with that time. Some television programs may encourage violence within society especially among youth for example, war movies that young children are often exposed too. Many of us find shows with crime or violence entertaining but these are not suitable for children of young ages. These scenes are practically common  on crime dramas. Children may not intentionally be being exposed but by simply being in or near the same room as an older child or adult watching the program. With children being exposed to these scenes it can corrupt there innocent minds leading them in some extreme cases become violent to other children. It can also lead to more permanent problems such as violence or evil thoughts well into adulthood. Fortunately this can be easily avoided or reversed by not allowing young children to view these programs by placing them in a different room from the television or sending them to bed. Another disadvantage of television, is Spreading disinformation among the masses is For example, a lot of countries resort to providing incorrect news for shaping and direct public opinion as well as distracting from real issues. In the end, television plays a very important role as a tool for broadcasting information to masses. It has the potential to change the way people think and therefore depending on its use it can either be beneficial or prove disastrous for society. It is therefore important to be discrete the use of television†¦