54% of employees are willing to take a pay cut to work with good employers.
In every business, there is tension between finance and operations.
Businesses have two sides of the same coin to conquer.
One is about numbers.
Marketing and sales are about people.
Over the last few decades, marketers have grappled with being people, and customer-centric. There were many chapters to this story – here are some.
- Peter Drucker, management consultant extraordinaire, first stressed the importance of putting customers first in 1954.
- In the Mad Men era of the 50s, 60s and 70s, it was a wild ride where hype may have exceeded facts,
- David Ogilvy, in the 1960s, the godfather of advertising, pointed quip, “The consumer isn’t a moron; she is your wife.”
- Harvard marketing guru Ted Levitt in the 1970s and 1980s – it’s all about people.
- Don Peppers and Martha Rogers added the spin of one-to-one personalisation in the 1990s.
- Now it’s big data finding niche markets within the haystack of global information.
Which raises a more profound question – what is suitable for people?
- Is wall-to-wall advertising a good experience?
- Is hard-sell marketing an enjoyable experience?
- Are wild unsubstantiated statements (think elections) of any value?
Buyers overwhelmingly reject spin, wild statements, and three dot points. They want a more sensible, logical delivery of the value ladder – every step builds on the former steps in explaining your strategic narrative and pitch.
Enter the next chapter – the purpose of business.
Purpose
In a substantial job and consumer market, employees and job seekers increasingly seek employers who share their values.
- In a June 2022 survey by Qualtrics, more than half of the US employees polled (54%) said they’d be willing to take a pay cut to work at a company with better values,
- 56% would not consider taking a job with an employer with values that do not align with theirs.
- What do people value? — integrity, respect, safety and wellness.
- The US-based Harris Poll for Glassdoor found that nearly one in three US employees say their current employer does not match their values.
Glassdoor helps job applicants discover companies that align with their values and purpose by filtering the jobs they view.
- Job seekers can apply advanced filters to expand their search in two main areas on the website.
- The first is workplace ratings for factors like work/life balance and diversity and inclusion.
- The second is employee demographic ratings, which include race/ethnicity, gender, people with disabilities, sexual orientation and veterans.
Culture, people, employees, buyers, performance and finance, are all vital to growth – how does your business compare? If your business doesn’t shape up, it will increasingly find it more challenging to gain the best buyers and employees.
It is time to ACCELERATE communities of PASSIONATE NEW BUYERS by fuelling and facilitating their insatiable hunger for authentic content and conversations – so your business captures enormous attention and engagement – influence and sell more.
Now the most valuable asset in the world today is attention.
The FASTEST growing businesses have one thing in common they get more attention on multiple social media platforms – every day.
- More attention first
- Next More engagement
- Influence and Sell More.
Our business reflects the human truth: we are a social and human-first digital agency built on strategic narrative and pitch across platforms.
We accelerate powerful buyer insights gained through micro-content that ultimately influences actual business results.
Your ideal buyer truth is our lifeblood – we are loyal to it, defend it and accelerate it.
There is no longer a single, generic message served to a mass audience – now drive buyer attention and revenue growth by speaking specifically and differently based on who they are, by listening and understanding more.
If you have read this far, thank you for your attention.
There are over 160 free previous newsletters – like this one at accelerateyourbusiness.today – look for the tab – How to Influence and Sell More.
It means a lot. I hope this helped you even a little bit in better making sense of this topic. If so, please, share it with a friend who might also benefit from it.
Thanks for reading,
David
