We’ve all been there before. We’ve sat in a meeting or been cc’ed on an email thread where someone threw out some jargon we’d never heard before, but by the grace of context clues or impostor syndrome, nodded our way through it.

Office work is full of ever-changing lingo, an entire language within a language. But what is supposed to be logistical shorthand often becomes something else entirely. Workers can use it to make something seem more important or serious than it is, passive aggressively ask for something, passive aggressively ignore something, or even just generally convey a level of competency the speaker may or may not have. You may even find yourself employing such vocabulary without truly understanding the meaning, living in fear of the day that someone finally asks you what you meant when you said “prototype.”

Well, fear not. To help you navigate the unwieldy world of white-collar words, here is your guide to some of the most common office jargon.

Circle back

  • What it means: Let’s start with an easy one. To circle back is to follow up.
  • Example: “Let’s circle back on this idea next week!”
  • What it really means: This can go one of two ways:

When the speaker employs it referring to the future (“Let’s circle back on this”), it really means they have no intention of dealing with the topic at hand and wish instead to gently kick it down the road, often in hopes that everyone forgets about it.

On the other hand, when the speaker/emailer uses it in the present referring to the past (“Hey, just circling back on this!”), they are extremely stressed and reminding the recipient of a task or project that is wildly overdue.

Bubble up

  • What it means: Related to “circle back” in that it pulls from round imagery, to “bubble up” is to revisit an email conversation with the intention that the conversation’s recency keeps it at the top of your inbox.
  • Example: “Just bubbling this thread to the top of your inbox”
  • What it really means: More effervescent than its two-dimensional cousin “circle back,” “bubble up” is a gentler reminder to revisit an email thread, with the understanding that said thread may have gotten lost under a trove of other emails, as-of-yet unsubscribed sale announcements, media newsletters, petition requests, and other messages from retailers the recipient maybe bought something from once six years ago.

Ideate

  • What it means: To ideate is to come up with an idea but like in a deep, innovative, visionary way.
  • Example: We’ll take some time to ideate a solution for the distribution platform.
  • What it really means: Brainstorm. Yes, ideation and brainstorming are two different things, but the vast majority of the time in office workplaces, when people say “ideate,” they really mean “brainstorm.”

Leverage

  • What it means: To employ advantages (often social media followings these days) to convert a certain behavior and reach a specified goal.
  • Example: We’re leveraging our social media audience to bump up sales.
  • What it really means: To use. Or to let Instagram “do its thing.” (“Leverage” is also misused very often.)

In these trying/unprecedented times

  • What it means: This phrase is meant to acknowledge the extremely difficult emotional and physical toll the pandemic and current events are continuing to take on us.
  • Example: “We’re working harder than ever before to make our employees feel safe and supported in these trying times.”
  • What it really means: Often used to convey compassion for how difficult it is to live through political instability and a global health crisis — right before asking employees to do their job like it’s a normal day.

Agile

  • What it means: In project management theory, there are two main approaches. Waterfall is a structured, linear model in which one phase must be finalized before the next phase begins, while agile prioritizes a more flexible approach centering collaboration, adapting, and incremental progress.
  • Example: “Let’s stay agile on this project, team!”
  • What it really means: “Agility” is often a warning that you will need to adapt to an increasingly demanding workplace with unrealistic expectations and unmanageable workloads in these trying times.

Offline

  • What it means: To flag a topic that is irrelevant in the current conversation to revisit in a separate conversation.
  • Example: “Let’s take this conversation offline” or even “Let’s offline this conversation.”
  • What it really means: There are so many ways meetings can get out of hand, and so often, it comes down to one person just going off on a tangent. Taking something offline is a diplomatic way to get the conversation back on track without hurting anyone’s feelings. And just like “circle back,” it often does not matter if the conversation actually gets revisited.

Ping

  • What it means: To directly message an individual.
  • Example: “I’ll ping you about the fonts we’re thinking about.”
  • What it really means: Similar to “offline,” “pinging” is a promise to get in touch with an individual that often goes unfulfilled.

Hop on a call

  • What it means: To meet virtually.
  • Example: “Let’s hop on a call and knock this deck out.”
  • What it really means: This could be an email, but I really enjoy the sound of my own voice.

NFT

What it means: Please don’t get me started.

About the author. 
Sam Mani writes about work, creativity, wellness, and equity — when she’s not cooking, binging television, or annoying her cat. 

There’s one marketing trend that’s not going away any time soon: influencer marketing. Instagram is chock-full of popular accounts promoting products, announcing brand partnerships, or dropping promo codes and doing what they do best: influencing!

No matter what scale your marketing campaign is, from launching your first product as a small business to announcing the latest drop by a huge, established company, incorporating influencers is an increasingly crucial part of the process.

What’s the deal with influencers?

As you probably know, influencers are people/accounts that have a significant social media following and can therefore sway their followers to make certain purchases. They’ve developed a strong relationship with their followers and earned their trust, and they may be an authority on a certain topic. Influencers have a unique way of promoting certain products, like a beauty influencer promoting a certain brow pencil, while also feeling like they’re a friend giving a recommendation.

Know your goals

What is it that you’d like to accomplish? Are you trying to sell a product? Are you trying to better your position in the market? Are you trying to increase your own social media following, build more trust among your existing audience, or reach a new audience?

Research shows that while influencers are great at promoting certain products — 14% of 18-to-24-year-olds and 11% of millennials had bought something based on influencer recommendations — they are also effective at increasing brand awareness in general.

Research your audience

Like any other type of marketing campaign, launching an influencer campaign requires you to do some research beforehand. You must be able to understand your audience as consumers and people. What are their interests? Their needs? What kind of media are they consuming? Who are they following? The more you know your audience, the better you’ll understand how exactly to reach them.

This research also goes for the influencers you’d like to work with. Understand the influencer’s approach and their audience. Think about reach: a nano-influencer has 1K–10K followers, a micro-influencer has 10K–50K followers, a mid-tier influencer has 50–500K, a macro-influencer has 500K–1 million, and a mega-influencer has over a million followers.

It goes without saying that budget plays a huge role in the kind of campaign you want to run. It costs a pretty penny to have an influencer with millions of followers push your product to their audience. It may be weird to think of someone with a few thousand followers as an influencer, but a smaller following can often mean a closer relationship with their audience and potentially better audience loyalty.

Finding the right influencer is not just about numbers. Does your product actually vibe with their brand? Does the partnership make sense? Does the influencer have experience with brand partnerships and/or a media kit? Do they have the right mix of sponsored posts and the usual content they’re known for or are they plying their audience with “#ad” posts too much?

Reaching out

Once you’ve finally identified brand partners that can bridge the gap between their audience and yours that fit within your budget, it’s time to reach out. Reaching out can look a few different ways depending on what your company and the influencer you’d like to work with look like. Like any other form of talent, influencers are often repped by agencies, so you may have to liase with them. Other times, you can reach out to influencers personally.

Working together

The best influencer marketing campaigns are true partnerships, in which the brand and the influencer work together, understand each other’s approaches and needs, and create authentic pieces of content. Telling your influencer exactly what to do defeats the purpose of the campaign, but you can still trust the influencer’s creativity and lay out clear expectations and make sure they understand non-negotiables. Of course, these points as well as a comprehensive list of deliverables, metrics of success, post length/frequency, payment details, and other legal obligations will all be outlined in the contract you will definitely sign with your influencer!

After the campaign is over, it’s important to follow up with the influencer and see how it went for both parties. Once again, do your research, gather your data from the campaign, and take a look at what worked and what didn’t work.

Influencer campaigns are all about collaboration and communication. With the right audience, the right brand partner, clear expectations and open communication, influencers can take your brand’s game to the next level.

About the author. 
Sam Mani writes about work, creativity, wellness, and equity — when she’s not cooking, binging television, or annoying her cat. 

 

2020 proved to be the biggest holiday season ever for digital spending. As the pandemic approaches its third year, the landscape is shaped by both logistical challenges and pent-up excitement about spending the holidays with loved ones.

It likely comes as no surprise that nearly half of U.S. consumers expect COVID-19 to impact how they shop this season, from visiting stores in advance to shifting more and more to the shopping digisphere. As the pandemic and increasingly frequent extreme weather events continue to wallop, the 2021 holiday shopping season may just be the most unpredictable yet.

Here are five key retail trends to watch this year.

1. Decline of Black Friday

In 2020, retailers began to roll out Black Friday deals as early as October, due to concerns over large crowds during the apex of the pandemic. And this trend continued in 2021, which has benefited employees by allowing for greater flexibility with work hours during the Thanksgiving holiday and on Black Friday itself. With foot traffic still a question mark for many as the pandemic continues undulating across different parts of the country, spreading out the concept of Black Friday makes sen$e all around.

2. Early shopping

In this supply chain-challenged world, the early bird may be the only one to get the coveted worm. With container ships clogging ports worldwide, folks looking to snatch up the hot toys, electronics, and other gifts are shopping early. While the start of the holiday shopping season has been inching forward over the past few years, this year’s holiday season was on people’s minds far earlier than perhaps ever before. In June, as many of us were getting our summer wardrobes out, 31% of American consumers had already started their holiday shopping — that’s nearly one out of every three consumers! And 44% of U.S. shoppers who plan to shop for the holidays say they will start earlier this year than last.

3. Scarcity due to supply chain challenges

Delivery delays and stock shortages may end up being the defining features of holiday season 2021. Unsurprisingly, this has worried shoppers and led more than 50% to share that they will confirm online if an item is in stock before going to a store to buy it. Consumers are navigating the vagaries of supply by using features like local inventory ads and shipping annotations. It’s critical for retailers to highlight products they have available in-store and how quickly people can expect delivery.

4. Increased support for small, local businesses

Silver linings exist in this complex retail landscape. The pandemic has shifted consumer mindsets and behaviors by making folks more conscious of whom they are buying from. Small businesses have had a challenging time during the pandemic. But campaigns to buy local, have popped up globally and resonated with consumers. Some good news: 60% of American shoppers who plan to shop for the holidays say that they will shop more at local small businesses.

5. Curbside + pickup-in-store are here to stay

Here’s an acronym that is fast becoming familiar: BOPIS. Buy online, pick up in-store. Brick-and-mortar have plugged into this growing trend of shopping online and curbside pickup, making physical stores an increasingly important factor for retailers pursuing omnichannel commerce success. Click-and-collect retail sales leaped from $36.48 billion in 2019 to $58.52 billion in 2020. Retail experts expect that number to continue its meteoric ascent during the 2021 holiday shopping season, as safety remains a concern for many consumers.

The Bottom Line

As the 2021 holiday season marches headlong into its last month, we should expect the unexpected. Shifts in COVID-19 numbers, new variants, and further fluctuations in supply chains, labor shortages, and extreme weather patterns are likely the new norm, at least for now.

But retail has proven to be a plucky and resilient industry, adjusting to myriad outside forces with aplomb. Numerous brands are opening new stores, and retail sales have been maintaining growth overall. It does not look like 2019, but holiday season 2021 is shaping up to be a successful one indeed.

About the author. 

An award-winning creator and digital health, wellness, and lifestyle content strategist—Karina writes, produces, and edits compelling content across multiple platforms—including articles, video, interactive tools, and documentary film. Her work has been featured on MSN Lifestyle, Apartment Therapy, Goop, Psycom, Yahoo News, Pregnancy & Newborn, Eat This Not That, thirdAGE, and Remedy Health Media digital properties and has spanned insight pieces on psychedelic toad medicine to forecasting the future of work to why sustainability needs to become more sustainable. 

If you’ve never worked with a staffing agency, you might not have any idea what a company like Creative Circle does. I certainly didn’t. In my early 20s, I had landed at a digital agency, but felt undervalued in my role and could tell things were not going well for the company. (They folded about a year later.) As I was looking for my next move, the job hunt felt all-consuming and overwhelming. My roommate at the time noticed my frustration and suggested I try Creative Circle. He had gotten a few freelance gigs through them and said it was worth a shot. Little did I know, I’d end up spending the next three years as a recruiter in the New York office.

Over those years, I learned that Creative Circle strives to be more than just a staffing agency. It’s not just about job placements, but about being partners and advocates for the candidates and clients they connect with every day.

The production team is split in two.

  • Account executives (AEs) connect with digital and creative teams who either don’t have internal recruiting teams or just need a little extra help for urgent projects or difficult roles
  • Recruiters serve as partners to candidates, helping them best present themselves and matching them with opportunities that might be a good fit.

I spoke to a few AEs across the country to give you an idea of what clients can expect when working with Creative Circle.

Jessica Maxwell

Jessica serves the Phoenix, Las Vegas, and Salt Lake City markets.

What’s the most rewarding part of the job?

“When we find people jobs and help the client find someone they wouldn’t have found on their own.”

What’s priority #1?

“For me, it’s just getting to know that client and understanding their needs and making them feel comfortable.”

“After they have someone in the seat, I want them to know they can talk to me about any issues that come up. You don’t always get to build that kind of relationship, but once you do, you’re able to have a longer and stronger partnership.”

What should more people know?

“We truly are not a one-size-fits-all service. We are a customized solution. We are humans. We want to help you solve your problems. We want to make your life easier.

“A lot of time I hear, ‘oh you’re like UpWork or 5vver,’ which couldn’t be further from the truth. We actually screen and select candidates for your needs which leads to more high quality service.”

Shamier Bouie

Shamier is an account executive for the Houston office and feels strongly about the value she brings to her clients.

“We’re not here just to sell anything,” she says. ”We’re really here to partner with our clients and understand their business.

“We help with the heavy lifting, identify gaps, and create a structure that helps them streamline their process. We want to help you sleep better at night so you’re not working 15 hours a day to keep your projects afloat.

“It’s important to figure out true solutions that will solve both short-term and long-term needs.”

To that end, Shamier acknowledges, “Sometimes we’re not the right fit.”

Once, when helping a client build a new team, Shamier suggested adding a project manager to the mix. While there was hesitation at first, her client eventually realized it wasn’t a frivolous expense and actually streamlined their whole team process.

Raquel Clubwala

Raquel is a senior account executive in New York. For Raquel, it’s all about creating an amazing client experience, from guiding initial convos, to presenting candidates, to ensuring they’re the right fit, to checking in on a more personal level.

“I’d rather catch up with someone before we dive into work, and then have to steer the conversation to: ‘So how can I help you?’”

But it’s not just for fun. Raquel explains that having that personal connection makes it easier to have tough conversations about budget, candidate availability, and creates a candor of transparency. And even when clients don’t have ongoing needs or would rather not have that personal experience, “I still want to make things easy for them so they enjoy working with us.”

What’s the best part of the job?

“I love when a client is impressed with how quickly I respond that fulfills me and keeps me going,” Raquel says.

What’s something you’d like your clients to understand?

“A lot of clients get upset if it takes a little longer than expected to see candidates, says Raquel. “They don’t understand all of the work that goes into finding a candidate and the whole interview and vetting process. But once they do, then realize it’s really worth it to pay someone to do it.”

Tips and Considerations When Working with Creative Circle

If you’re a client working with Creative Circle, here are a few things to keep in mind.

  • Transparency about full scope of work and budget is essential in order to pair you with appropriate talent.
  • That said, sometimes the want may not be realistic, or may not be doable for just one person. Creative Circle AEs will walk you through what is feasible and offer creative solutions to your needs.
  • Remember that Creative Circle had a high-level vetting process with our candidates. All candidates submitted for a particular role have been interviewed (in person pre-COVID and via Zoom post-COVID) by a Creative Circle recruiter and have been connected with yet again to ensure they are a match for your particular role.

About the author. 
Alessandra is the mentor, educator, and writer behind Boneseed, a private practice devoted to deep self-inquiry through a range of physical, energetic, and mental modalities. She has over 500 hours of yoga, mentorship, and facilitation training and can be found slinging knowledge on her website, newsletter, and @bone.seed. 

Thanksgiving is my mother’s favorite holiday. We have a time-honored tradition of making my great-grandmother’s stuffing recipe while singing along to Christmas carols in the kitchen (although I’m pretty sure one year we shifted to Disney soundtracks). Cubans love America hard, and so my assimilated family embraced this tradition especially hard.

The older I got, and the more I learned about America’s brutal history with the Indigenous peoples that lived on Turtle Island before colonies, territories, and eventually states took hold, my love of the holiday started to wane.

More recently, Indigenous history and stories have become part of the narrative. Indigenous People’s Day became a holiday, and now, we’re honoring Native American Heritage Month in November. So how do we even begin to integrate this newfound acknowledgement with our perception, language, and practices?

Let’s break down myths, misconceptions, and points of confusion about Thanksgiving. But before we dive in, I want to acknowledge that I’m writing this from historically Hohokam, Sobaipuri, Tohono O’odham, and O’odham Jewed land, although I typically reside on Taino, Tequesta, and Seminole land. (To learn whose land you’re on, check out Native Land).

There is a bloody truth to Thanksgiving.

Poet, speaker, and scholar Lyla June shared the story in 2019. You can watch the full talk here, or read a small excerpt below:

You know, during the time that we talk about Squanto coming and helping the pilgrims and healing them and helping them understand how to plant food, how to survive on the land, he was also being kidnapped and sold into slavery in Europe only to come back here, and to find his entire nation completely obliterated by smallpox. So this man who gave a lot of compassion to people ended up getting sold into slavery.

A really important thing too, is that in 1637, when you have the governor of the Massachusetts colony, John Winthrop — this is only 16 years after the supposed Pilgrim feast with the native people — he declared the first day of Thanksgiving, but it wasn’t for what we think it was. It was actually after the massacre of hundreds of Pequot people down in Connecticut. And the Thanksgiving feast was to thank God that all of his soldiers had returned from this massacre.

They massacred hundreds of Pequot men, women, and children. So we have to understand that the colonies here in Massachusetts were not peaceful. They were colonial. They were fearful and they were aggressive and they harmed many, many, many indigenous peoples. And that’s really, really important for us to understand so that we don’t rose-tint the history that we stand on.

Now that we have this really uncomfortable misconception out of the way, let’s dig into daily life.

There are a range of ways to describe Native Americans, and an equal range of preferences.

So what words can we use during these conversations? The answer varies across individuals, nations, and situations. These are notes I’ve gathered from this webinar held by the Native Governance Center. As they mention, this cannot provide the preferences of every single Indigenous person, but can be a general guideline for the public.

Indian Country

Indian Country is an official term used to describe land inhabited by Native Americans and is widely used by them as well as government officials.

American Indian vs Native American vs Indigenous vs First Nations

Indian and American Indian seem to be the least preferred (although among themselves they may colloquially use the term). Native American and First Nations are specific to the U.S. and Canada respectively and tend to be the preferred formalized words when referring to populations in general. Indigenous encapsulates all Indigenous peoples worldwide, so while another highly accepted term, it is more general.

Tribe

The coopting of this word has killed the vibe, so maybe meditate on how you use this world in your daily life. (There are plenty of other words that have weird histories, like “pow-wow” — not a casual meeting but a sacred ceremony.)

Nation vs Reservation

While the land allocated by the US government is known as reservations, many members and citizens prefer to be referred to as Nations, since they do have their own sovereign government.

Most Indigenous peoples do not receive monthly checks, and those who do don’t get them from the U.S. government.

I spent a few months last summer working with an electrician who went on and on about his Native American friend who received monthly checks, which he took to mean that Native Americans have it so good in this country. That there are some sort of reparations going on. Certain that there was a misunderstanding, I found this helpful breakdown of where the confusion lies.

What my electrician misunderstood was two things. First, his friend was a member of the Florida Seminole Tribe of Florida (not to be confused with the Seminole Nation of Oklahoma, who come from the same origins but have very different opinions of the use of their namesake). The Seminoles have casinos, and the profits of those casinos are distributed among tribal members. The money does not come from the government, but the tribe’s own economic ventures.

The vast majority of Tribal Nations do not have lucrative casinos or other economic ventures that supply surplus funds. In fact, the rates of extreme poverty are much higher on reservation territory than anywhere in the country.

In fact, the Navajo Nation has some of the highest rates of poverty in the country. A Diné photographer and tour guide explained the situation as such:

When driving through the Navajo Nation you’ll find that the neighborhoods that are considered “rich” or “wealthy” would be considered poverty-stricken off the Navajo Nation. It’s not because our people don’t strive for better lives, but truly because the systems that work against them. Many times if you read through posts on TripAdvisor about the homes on the Navajo Nation, you will see complaints about the shacks or state of homes as it ruins the views. It’s terrible, but that is just simple life on the reservation.

He also explained how starting businesses is more challenging when you have to navigate tribal, state, and federal laws, making economic advancement even harder.

On top of that, property rights are still rather contentious when it comes to buying back tribal land and claiming sovereignty, as Justice Ginsberg upheld in 2005.

Spirit Animals and Teepees and Appearance, Oh My!

I know. It’s so fun to say. I have certainly claimed spirit animals thought out my life, but as I’ve learned, I’ve worked to change my behavior. Much like headdresses, spirit animals are part of sacred ritual. Cowlitz Indian Tribe Member Joey Clift offers a simple alternative. Why not call that animal your Patronus instead? We have a fictional alternative that could satisfy that same desire!

Additionally, modern day Native Americans were not born in teepees. Actually, only Great Plains Native Americans even used teepees at all.

And finally, expecting every Native American you meet to look like they came out of an old west film is weird. They are modern humans living modern lives with a range of appearances. Honestly, telling anyone they don’t look like whatever it is they are is weird. I know, I get it all the time. “You don’t look Cuban.” How is a person of Cuban descent supposed to look exactly?

We continue to live through an epidemic of missing and murdered Indigenous women

Indigenous women are 10x more likely to be victims of homicide than the average American.

This isn’t a new phenomenon. This is embedded in the way that Indigenous people have been treated historically in this country. From broken treaties to boarding schools that cut children off from their families, cultures, and their lives. Earlier this month, 102 dead students were discovered in Nebraska.

The Biden administration has taken steps to address the myriad of atrocities, but it will take a lot of time to make amends here.

For additional information and resources, you can look here and here.

Media depiction of Native practices don’t quite line up with the spiritual and religious reality.

Rituals like dancing around fires, smudging with sage and other herb, chanting, and various form of regalia aren’t just for fun but for ceremonial purposes. Most the songs that are chanted aren’t just songs but prayers.

And Native American freedom of religion wasn’t legalized until 1978. That’s right. That smudge stick you can buy at Urban Outfitters, the fake regalia you can pick up at a costume shop, was illegal for Native Americans to practice with until 43 years ago. Imagine if it was illegal for your parents and grandparents and great-grandparents to practice your religion in the country you grew up in. (This may ring too familiar for our Jewish friends in the audience, which reminds me that Hitler’s inspiration for concentration camps was in fact the Native American reservation system.)

In spite of the tragedy, oppression, prejudice, and injustice, there is still so much we can learn about how to move forward.

Earlier this month, I listened to a conversation organized by Collective Idea Lab which featured Lyla June, Michelle Schenandoah, and Neal Powless. While the conversation spanned many topics, I was struck by the way they discussed “the technology of forgiveness.”

Powless asked, “Would you be willing to forgive someone who ate your uncle?” Because that’s what his ancestors did in order to forge peace and alliance on this continent before any colonizer appeared. Unfortunately, that kind of radical forgiveness will be required again.

They also highlighted that before colonizers started murdering Indigenous and African folks, they were murdering each other. The world has a long and bloody history, and it has affected all of us. Whatever your lineage, most of us hold a mix of colonizer and colonized at some point in our ancestral history. I don’t what to tell you what to do with that information, but there is heartbreak and power there. Maybe just sit with it or talk about it.

They also brought up a Haudenosaunee (also known as Iroquois) ritual of greetings and thanks known as the Thanksgiving Address. They are known as “the words that come before all else.” Perhaps you could use it as a jumping off point for thinking about what you might be grateful for this year. Things that our minds may not always think of. Like the insects and blades of grass. You can also listen to it here. Consider it an exercise in shifting perspectives and digging deeper.

Happy Thanksgiving.

About the author. 
Alessandra is the mentor, educator, and writer behind Boneseed, a private practice devoted to deep self-inquiry through a range of physical, energetic, and mental modalities. She has over 500 hours of yoga, mentorship, and facilitation training and can be found slinging knowledge on her website, newsletter, and @bone.seed. 

After the last year and a half that we have been through, it’s no surprise that people are on social media now more than ever. Social media is how we’ve accessed the latest news in urgent times. It’s how we were able to stay connected to each other as we isolated from each other. It’s how we processed, discussed, and learned. So yeah, we’re all extremely logged on.

The last couple years have seen huge changes in how people engage with brands on the platforms, and these changes will continue to make an impact throughout the 2020s. So, what does that mean for social media managers going forward?

Good social media management has always been about mastering the art of conversation. It’s about listening to your audience’s needs and responding to them in a unique way, while always finding the next conversation to start. But audience needs have clearly changed.

What Audiences Want

Now, more than ever, audiences choose to support brands that they feel would support them. Audiences want connection and authenticity, and they want their brands to care about the causes they do. According to a recent study conducted by Sprout Social, 72% of consumers want brands to be positive contributors to society, 64% want brands to connect with consumers, and 66% want to be able to trust brands. That’s a lot to ask of a brand, which means there’s a lot of opportunity for marketing.

Consumers are increasingly cognizant of the power their purchase has and likely to buy products from brands that make them feel good about their choices. That could take the form of an eco-friendly brand, a designer from an underrepresented community, or a product in which the proceeds go to a certain cause.

Beyond the purchase though, consumers are equally aware of the power their “Follow” or their “Like” has. Audiences are savvy with their social media use and how their actions online communicate what brands, aesthetics, and politics they “buy into,” even if they’re not buying anything at all.

Authenticity Is Key

An important part of developing a social media voice is assuring your audience that your brand cares about them and the things they’re passionate. For that, authenticity is key. Consumers can smell pandering a mile away, and your audience needs something real to connect with if they are going to champion your brand.

Authenticity is rooted in honesty and the personal. Bringing a personal touch could look a number of different ways depending on your brand. It could look like highlighting stories of real people. It could be featuring employees (or even the CEO) of the brand to give the audience a glimpse into the company. It could simply be having a confident perspective and voice in the comments that makes the audience feel like they’re talking to a friend. A strong social media strategy means being able to consistently maintain that voice and persona regardless of what the news cycle brings.

Content Over Aesthetic

Yes, yes, we all love a beautifully designed social media post, whether it’s minimal and earthy or maximalist and full of vibrant patterns. But one of the most annoying things on social media is seeing something beautiful and not knowing what purpose it serves. With products like Canva making graphic design extremely accessible, it feels like aesthetic is everything, but there is a limit, whether it’s infographics or ad campaigns for a product. The last thing you want is to bring an audience to your page, only for them to not know what your brand even is. A consumer may think your social media account is cool, but if they don’t know what it’s for, then that initial interest will fade out. So yes, design away, but don’t design away the message.

What Do Brands Believe in Anyway?

Throughout the summer of 2020 and the Black Lives Matter protests, it was impossible for anyone to not address what was going on in the country politically and racially. Some brands really rose to the occasion, donating to causes putting out statements that plainly and directly addressed the situation and where they stood on it, and amplifying Black voices. The brands who failed often did not have the vocabulary to discuss what was happening, tried so hard not to alienate anyone that they ended up alienating everyone, or put all the labor of creating the right-sounding statement solely on Black employees when all of the leadership was non-Black.

Brands these days need to be able to take a stand on issues that are important to their customers, not simply because their customers care, but because the brand genuinely cares. So identify certain topics that your consumers care about. Do your research. Understand how the conversation is playing out. Keep learning. And always back it up. Engaging with certain issues is not about just deploying the right buzzwords. It’s about being thoughtful and responsive. Also consider the brand’s limits because for consumers, brands can’t just talk about it. They need to be about it.

As social media manager, you can also be an agent of change. If you notice that your audience want the brand to make changes (like making a certain material eco-friendly or donating to a certain cause), be open to that and communicate that to other teams. The customer isn’t always right, but they can help push companies and brands to improve their product.

Social media management is all about cultivating relationships with your audience and consumers. Just like any other relationship, good social media management is about listening, exchanging, being authentic, and adapting. We live in a time where it feels like so much is out of our control, and one of the few things we do get to control is what we buy into, whether a product or a brand on social media. It takes a lot of work to meet the consumer where they’re at emotionally, visually, and even politically, but if you manage to do that, you’ll have a loyal audience.

 

If you’ve never worked with a staffing agency, you might not have any idea what a company like Creative Circle does. I certainly didn’t. In my early 20s, I had landed at a digital agency, but felt undervalued in my role and could tell things were not going well for the company. (They folded about a year later.) As I was looking for my next move, the job hunt felt all-consuming and overwhelming. My roommate at the time noticed my frustration and suggested I try Creative Circle. He had gotten a few freelance gigs through them and said it was worth a shot. Little did I know, I’d end up spending the next three years as a recruiter in the New York office.

Over those years, I learned that Creative Circle strives to be more than just a staffing agency. It’s not just about job placements, but about being partners and advocates for the candidates and clients they connect with every day.

The production team is split in two.

Account executives (AEs) connect with digital and creative teams who either don’t have internal recruiting teams or just need a little extra help for urgent projects or difficult roles.

Recruiters serve as partners to candidates, helping them best present themselves and matching them with opportunities that might be a good fit.

I spoke to a few recruiters across the country to give you an idea of what candidates can expect when working with Creative Circle.

Zach Ryan

Zach is a recruiter for the Washington, D.C. team who sees himself as a partner and advocate for every candidate he meets.

How do you approach the role?

“We want to get to know candidates professionally in terms of what someone has done, what they’re capable of, and what they want to do. The goal is matching what they’re looking for and their skillsets. From there it’s trying to position them in the best way for those opportunities.”

What’s a challenge?

“We get a ton of people who always want to be put up for everything and get frustrated when they’re not hearing responses.”

How does that show up?

“Someone might respond back to a role thinking they’re perfect, but if the client has shown me what they’re looking for in a portfolio, it’s a disservice to get someone excited about a role if their work doesn’t line up with that. I can’t submit someone if they’re not going to be a fit.”

What’s the best part of the job?

“Getting to call somebody when they land a role is the best part without question. Last week, I thought a job was for one role, and they ended up hiring both people they interviewed. That was really great.”

What’s your advice to candidates?

“Keep resumes brief but informative. You want to leave stuff to talk about in an interview. There needs to be balance and a focus on key words.

“Research prior to interviews. You never know what an interviewer’s expectation is, and you can use your recruiter as a research tool. Make sure you have questions.

“If a recruiter calls you about a job, there’s no harm in taking a conversation. If you have reservations, you can make sure you ask whatever questions. That way, there’s no regret or thought about whether or not you should have taken that role.”

Lauren Madden

What are the newer challenges you’re facing after COVID-19 forced so many roles to be remote?

“It’s different now because so much is remote. I have thousands of unread LinkedIn applications because people are applying to things all over the country. It’s impossible for me to get back to everyone. I think the remote workforce has really changed the way we’re recruiting.

“The landscape has opened up so many new opportunities, including opportunities to work with non-local clients. That’s great because there’s just more on the table, but it’s also really challenging from the relationship piece because I like to know my candidates. I like to know my clients and what their pain points are. But if you don’t get to know them or the hiring manager you lose that.”

How are you coping with that?

“I tend to gravitate towards people with whom I have longstanding relationships. When you don’t have face-to-face contact, we have to build trust virtually so I know I can trust them when an assignment comes up.”

What’s your advice to candidates?

“Having relationships with recruiters in multiple markets can be a way to guarantee you’re being considered.”

What makes Creative Circle different?

“We care about our clients and candidates. I know there are other staffing agencies that push resumes around, but we take the time to get to know what people want and need and help solve their problems.”

“Recently, I was working with a candidate who was somewhat newer out of school in front of a job with us and an agency on his own. The job I had was more money, but moving slower. We had a frank conversation that included questions like: What does this job do for you five years from now? What are your bigger career goals?

“I tried to be very neutral because I knew he was anxious about money in the COVID-19 landscape. It turned out the role through us ended up offering $20K more than the other company and was better for his career path. He was so happy with his choice. That’s what I love.”

Brian Pope

Brian is a senior recruiter for the Boston team. He stresses a golden rule with every candidate he meets: “If all else fails, you can reach out and course correct.” To candidates, he stresses that “We’re not doing our job if you’ve been interviewed and onboarded and don’t feel like you’re being looked out for.”

“At our best moments we are consultative with our candidates,” Brian says. “Even if I don’t get you a job, I want to help you.”

And Brian, along with many other CC recruiters, does that by consulting on resumes, portfolios, interview skills, presentation, and everything else that might come up during your job search.

“If we’re not calling folks about opportunities, it’s because we don’t feel like we can place them in a role at this point,” he says. “But, there are a ton of free resources on our website to help them hone their skills.”

Brian understands it can be frustrating to not hear back when you’re applying, because he was once there.

“My first portfolio was a bunch of sheets of paper. I had no idea what was expected. I wouldn’t have called me,” he says. So, sometimes presentation and experience can play a role. “I had to take classes and refine my portfolio,” Brian explained.

There’s always time, and a ton of resources, to get you where you want to be!

Tips and Considerations When Working with Creative Circle

If you’re a candidate working with Creative Circle, here are a few things to keep in mind.

  • Remember, Creative Circle doesn’t charge candidates a fee. A staffing agency provides a service to clients who pay to outsource their recruiting needs.
  • Make sure you read the entirety of the email when you apply to job listings and highlight why you’re a great fit for the position. Often, clients have very specific needs so if they’re asking for specific industry, vertical, or agency experience, make sure to highlight where you have that experience, what pieces in your portfolio are relevant, and why else you’re the right match for the role.
  • If you’re getting emails that don’t seem to line up with what you’re looking for, connect with the recruiter that originally emailed you. Maybe there’s something in your file that needs to be updated.
  • Remember your recruiter is your advocate, but that doesn’t mean they can submit you for everything and anything under the sun. They want to position you for roles you’ll be successful in.
  • If you’re a candidate that hasn’t yet been interviewed by a recruiter within Creative Circle, here’s how you may or may not find that connection.
  • Check to make sure you’re submitting your information through the proper channels and in a timely matter. A recruiter may miss your resume if they’re being inundated with responses or it’s not coming through the places they check most. Remember, recruiters are humans, too, and only have so many hours in a day to review resumes.
  • If you are, and not hearing back, make sure you’re a good fit for Creative Circle. If most of your experience is in sales, finance, law, healthcare, or another industry that’s out of our core of digital, marketing, and creative, the recruiters reviewing your resume may not think they can help you and don’t want to waste your time.
  • Make sure your resume and portfolio properly reflect your experience and what you’re looking for. If you’re a designer, make sure your resume shows off your style. Creatives should absolutely get creative with their resume and refrain from a standard template or a Word document.

About the author. 
Alessandra is the mentor, educator, and writer behind Boneseed, a private practice devoted to deep self-inquiry through a range of physical, energetic, and mental modalities. She has over 500 hours of yoga, mentorship, and facilitation training and can be found slinging knowledge on her website, newsletter, and @bone.seed.