The remote video interview is here to stay — learning how to master it will serve you now and in the days to come.

COVID-19 has more people working from home than ever before — including hiring managers. Even when the new normal begins to give way to the old, the way we work is likely to be forever changed. In-person interviews will return — in time. But going forward, the remote interview will be a BIG part of how hiring managers screen candidates. Most managers have participated in online meetings in the past, but not all know how to conduct a great video interview. The good news is that some best practices can help take your video interviewing skills to the next level.

Here are some tips on how to prepare — and make the most of — a remote interview.

1. COMMUNICATION IS KEY.

With an onsite interview, most candidates know what to expect, but a remote interview is a different ballgame. Your candidate may not know what to expect — and there’s a chance that they have never done a remote interview before. Set them at ease by clearly communicating and preparing them for what to expect; it will help make the entire interview process run more smoothly.

Establish who will place the call or what online video platform you will be using. Make sure you specify if the interview will be a phone or video interview — no one wants to log into the meeting and be surprised.

Send any software needed, along with simple instructions on how to download and set up the program. The five most popular online video platforms include Zoom, Skype, Google Hangouts, GoToMeeting, and Webex.

Provide the interviewee the names and titles of any colleagues who may be joining the interviews.

2. PREPARE YOUR QUESTIONS AHEAD OF TIME

While you may be tempted to play it by ear, having questions prepared ahead of time will help the interview go more smoothly. Print out your questions, so you have them at the ready for easy reference. It’s a smart idea to include some specific questions to help understand if the candidate will be a good remote employee. Certain traits are associated with successful remote workers—look for someone who is:

• Self-motivated
• Disciplined
• Tech-savvy
• Responsive
• A strong communicator
• Experienced in working remotely

3. CHECK THE TECH

While this advice is often given to candidates, it is equally as helpful for the interviewer. Remote interviews require technology — you want to make sure it’s working for you. Check the basics first; make sure that your:

• Computer camera and microphone are working.
• Login information is correct — particularly if you have not used the video conferencing app in a while.
• WiFi or internet connection is working well.
• Laptop or tablet is charged and ready to go.

Once you know that all those things are up to snuff, do a technical trial run of your videoconferencing platform with enough time to switch gears if something is not working. Most programs have a testing feature that will allow you to mimic a live call and make sure everything in on point. Test meeting links for the five most popular videoconferencing platforms below:

Zoom
Skype
Google Hangouts
GoToMeeting
WebEx

4. MAKE A BACKUP PLAN

Our best-laid plans often go awry. Despite all your preparation, you may have to punt to Plan B if the platform you plan to use does not work. Bandwidth is a common issue during this time — if more than one person is WFH, there can be delays or other hiccups with video conferencing apps. While not ideal, one way to handle this issue is to turn off the video function on the platform. You will still be able to talk to each other — just sans visuals. One way to mitigate the bandwidth challenge is to try scheduling the interview at a time when fewer people in your home are online.

Have the candidate’s email and phone number handy, so you can easily reach out. If tech tanks on either end, you may end up having an “old-fashioned” phone call instead of a video interview.

5. SET THE SCENE

When you’re conducting a video interview from your company office, setting the scene generally involves booking a conference room — but in this epoch of WFH, you’ll need to make sure that your WFH environment is a professional one. Look around at what the interviewee may see in the background. Aim to keep it simple, clean, neutral — and as businesslike as possible. If your desk is showing, organize the top and banish any clutter. Zoom backgrounds may be your friend if you can’t curate a corner of your actual space (and, of course, if you’re conducting your remote interview on Zoom). Here are eight great options!

6. MINIMIZE DISTRACTIONS

It’s a good idea to nix notifications, switch off email alerts, turn your cellphone to silent, and put your Slack and other chats to rest during the interview. If possible, avoid having video interviews in high-traffic areas of your home. Tape a note to your door (or the back of your laptop) so that you are not disturbed. And try to stay still — if you’re shifting or walking around, it can make it more difficult for the other person to focus. Your goal is to foster the most productive interview; by minimizing distractions, you’ll be well on your way.

7. DRESS THE PART

Dress as though you are going to work — even if you are working from home. In terms of what comes across well on camera, here are a few tried-and-true tips:

• White is a bad choice on camera—blue is a better option; neutral tones work well too.
• Busy patterns can be distracting.
• Keep jewelry to a minimum.

8. BE PREPARED

Make things simple for yourself. Print out your interviewee’s résumé and your list of questions. Have a clean pad of paper or notebook ready and put the interviewee’s name on it;you’ll have a convenient place to take notes and jot down questions that might come to you during the interview. You may also want to log in a few minutes early so that you’re not rushing — and so that you can make sure your technology is on point.

9. SMILE AND MAKE EYE CONTACT.

A video interview is not the same as an in-person interview for various reasons. One of the things that sets it apart is that it can be tricky to remember how to actually “make” eye contact. While you may be tempted to look at the candidate’s image or at yourself, please remember that you have to look at the camera to make eye contact. Here’s a fun reminder: draw a pair of eyes on a sticky note and place just underneath your webcam. You want to show that you are engaged in the conversation. Facial expressions add variety and inflection to your voice, making you sound more personable — and smiling uses muscles that warm the tone of your voice. Because there can be a slight lag with video conferencing technology, try to leave a few seconds at the end of your sentences or after a question to minimize speaking over one another.

10. CLOSE STRONG

After the interview, ask if there are any additional questions and let candidates know what will happen next in the process. Much like an in-person interview, thank candidates for their time and let them know that you are available via email should any questions arise.

As a key member of your organization, you are the guide for the search and interview process in these unprecedented and challenging times. The good news is that learning how to conduct a great remote interview will help your company stand out, and will provide candidates with the best view of your organization.

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About the author.
An award-winning creator and digital health, wellness, and lifestyle content strategist — Karina writes, edits, and produces 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, Pregnancy & Newborn, Eat This Not That, thirdAGE, and Remedy Health Media digital properties.

As a client, have you ever struggled to get the results that you want when working with freelance creatives on a project? Learning how to communicate feedback in a way that has an impact is an especially useful skill right now. While everyone quarantines and works remotely during the COVID-19 pandemic — at least for now — interactions are less formal and less frequent. But for all of the challenges of remote management, giving meaningful feedback is a transferable skill.

Set Yourself Up for Success

The first step to getting the results you want happens before you even engage with the freelancer. Consider whether someone you’ve worked with before is a good fit for a particular project. Melissa Koehler, the owner of Kohesive Marketing, a Boston-based boutique marketing and communications firm, emphasizes that we “all have different styles, and are suitable to different kinds of work.” The photographer who takes fantastic action shots might not do portraits well. Most experienced freelancers know what their skills are and where they may not be a good fit; less experienced creatives may not know this yet.

A well-articulated brief or project assignment is critical. Koehler relates to the John Dewey quote, “A problem well put is half solved.” Share background information or context as well as a clear description of any strategy, marketing, or business goals. “Provide a deeper understanding of who the audience is. Explain what the motivators are or the drivers that you’re trying to appeal to with the work,” she continues. The client needs to invest the appropriate amount of time at the start to achieve the results they seek. That said, she quips, it’s called a brief for a reason.

Sometimes the project may shift midstream or be more iterative. Remember to clearly communicate any new goals or shifts in approach to the freelancer.

Understand Your Role

In the essential management book, Radical Candor: Be a Kickass Boss without Losing your Humanity, Kim Malone Scott shares lessons learned from leading teams at places like Apple and Google. She points out that in the tech industry, talent can easily find a new gig if they don’t like the organizational culture. These large companies invest significant resources in understanding what makes great management tick.

Scott stresses that the role of a leader is to guide people to achieve results. It’s not a directive approach and should be resilient enough to support different approaches and opinions. Creating a culture or relationship of effective feedback means being flexible and able to tolerate criticism and open debate. Understood another way, think of how your role is to support the freelancer to succeed.

Sometimes, Koehler observes, “clients focus on what they think the solution should be.” You are hiring a creative with expertise in copywriting or art direction for a particular purpose. This also means listening deeply to why they make the choices they make.

Give the Right Feedback

“Be as specific and thorough with praise as with criticism,” Scott explains. “Go deep into the details.” The tendency to rush and spurt out a compliment like “good work” or a critique such as “I don’t like this,” is meaningless, she argues. Neither explains why something works or doesn’t work. This is a time to over-communicate and make sure that you are understood.

Koehler stresses that it’s important to “give feedback on the outcome, not a prescriptive solution to a problem.” Explain how and why a work product is not reaching a specific objective. Persuasion is not merely rational, but emotional. Consider what doesn’t feel right about the outcome and why.

Feedback must be given with care and compassion to be effective. Deferring to “it’s just business” avoids taking the time to understand the problem that is being addressed and why you are responding in a particular way. For the person on the receiving end, curt feedback can feel personal, and for good reason. The reality, Scott points out, is that: “Most of us pour more time and energy into our work than anything else in our lives. Work is a part of who we are, and so it is personal.” Recognize that, and give feedback accordingly.

Be mindful that it might be “hard coming into an established team,” Koehler continues. There are many dynamics at play for creatives. There’s the client/freelancer relationship and the insider/outsider role. Have an awareness of the communication shortcuts that you have with the team you see every day, and explain things thoroughly to a new person.

While working remotely, it’s necessary to provide feedback in different formats. Be aware of what works best for the creative you are working with. An email or Slack may suffice, but if you’re providing detailed feedback, it’s probably best to do so over the phone or by video conference and then recap in an email summary.

Like any relationship, if you’re not getting the results that you want, you have a role in that. Clients — and creatives — need to take responsibility for their part in creating a successful partnership on a project. Through effective communication, they’ll reach the desired outcome.

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About the author.
Jess Powers writes about marketing, food, and wellness. She has experience in nonprofit communications and emergency management. Follow her @foodandfury.

Think back to your first day of your current job. You were probably feeling nervous and excited — but at the start, those nervous butterflies probably overshadowed any new job enthusiasm. “Will people like me? Will I like them? Who do I ask if I have a question? What am I supposed to do in my downtime? Will I have enough work to fill my day? Where is the bathroom?”  

Now take that and multiply it by 10. For those starting new jobs during the COVID-19 pandemic, things are confusing, to say the least. In this age of WFH, creating a well-designed virtual onboarding process will help ensure that remote employees feel comfortable and are quickly engaged in their new roles. Here are 8 top tips to help you create a successful process that will build connections between new and current employees, increase collaboration, and further the goals of your organization — not to mention, prepare them to eventually return to a non-remote work world.

PRE-BOARDING: THE SECRET KEY TO SUCCESS.

The time between accepting a job offer and the first day of work is a fantastic opportunity to engage new hires and begin to immerse them in your company culture before they officially start. Here are some examples of actions to take that will help set you and your new hire up for success:

• Have your new hire’s direct manager send them a personal message, welcoming them aboard. Or send a small care package that represents your team or your brand; just as you’d put some pens, mugs, water bottles, and other tchotchkes on your new hire’s desk on day one, sending your new teammate something small can go a long way.
• Set your new remote employee up with a mentor who can help show them the ropes; this will allow them to navigate any logistical hurdles and will also provide a sounding board should they encounter any hiccups along the way. It’s also a valuable professional development opportunity for the mentor — a win-win.
• Offer any home office recommendations germane to the job.
• If your new employee requires a laptop or some other piece of hardware, get it to them as soon as possible — ideally a couple of days before he or she starts.
• Share a list of all platforms and software used ahead of time to allow some time for familiarization.
• Send logins for all software ahead of the first day so that your new hire is ready to go.
• Use electronic signing and document systems to get any relevant paperwork signed.
• Document and provide remote work guidelines to let your new hire know what is expected of them.

Companies that use pre-boarding are better able to foster a sense of connection to the company and maintain a new hire’s sense of enthusiasm and excitement about their new role.

UTILIZE STORYTELLING.

Your virtual onboarding experience is an opportune time to highlight the culture and values of your organization. Do you have videos, blogs, articles, presentations, or newsletters that showcase the values that define your company? Leverage them. By sharing stories that demonstrate the impact your company has had on its clients and customers, you can help inspire new employees.

A WARM WELCOME GOES A LONG WAY.

Make time to do a mindful introduction of new hires to the team via video conference. Share salient details of their work experience and what they will be doing going forward. Have co-workers introduce themselves, taking time to explain what they do, with whom they work — and to make the process more personal, have them share an interesting fact about themselves. Doing so will help new employees feel as if they are part of the “family.” Helping foster a sense of connection and belonging in new hires is critical for a distributed team; a thoughtful welcome can set things on the right path from the start. And, finally, consider a fun icebreaker — like a virtual happy hour — so that your team can get to know your new hires and vice versa.

COMMUNICATION, COMMUNICATION, COMMUNICATION.

Enabling real-time communication is vital to successfully onboarding a remote employee. There are many ways to foster communication channels — chat, instant message, project management apps, company intranet, and more. Whatever modalities your company uses, it is essential that remote employees can begin communicating with their new colleagues as soon as possible. This will help them successfully adjust to new work processes and their new role.

GET ORGANIZED.

Confusion can easily occur when employees are located in different places, which is why organization is so essential when onboarding a new remote employee. To mitigate any possible hiccups, here are three simple ways to cultivate clarity:

• Create a project brief that outlines what you need from your new employee. Shared documents are a great way to do this (we are a fan of Google Docs).
• Create an overarching document that outlines the main project objectives, with links to other related documents for all team members.
• Create a task list that assigns each person to a specific task, along with the due date, so that everyone is on the same page.

ONE-ON-ONE TIME IS ESSENTIAL — ESPECIALLY FOR REMOTE EMPLOYEES.

Studies have shown that up to 20% of new hires resign within the first 45 days of starting a new role, often due to lack of clarity, confusion about process, and poor management. When the onboarding process is virtual, getting it right is even more critical, as the lack of physical interaction can make it more challenging to spot a potential problem. In a recent study conducted by LinkedIn, 72% of those surveyed said that “one-on-one time with their direct manager was the most important part of any pre-boarding or onboarding process.” Educate supervisors on the importance of carving out time for one-on-one meetings, and encourage management to prioritize spending time with new hires as an essential cornerstone of your company’s virtual onboarding process.

CULTIVATE CULTURE.

Company culture can get lost in the shuffle for remote employees under normal circumstances. And now that COVID-19 has now made us all remote employees, imparting a sense of your company’s culture to a new hire is all the more important. Coaching and mentoring are key ways to culturally onboard a remote employee. Pair your new hire with an “on-site” member to help foster communication to ensure that virtual employees can check in about workflow, company values, and performance expectations, among other things.

When employees feel connected to company culture, they are more willing to work hard and feel that their contributions are making a real impact. A LinkedIn survey of more than 3,000 American professionals found that 70% of those surveyed would leave a top company if it had a bad culture. 71% disclosed that they would take a pay cut to work for an organization “that shares their values and has a mission they believe in.”

BE NIMBLE. ASK FOR FEEDBACK AND ACT ON IT.

Let’s face it — we are all in uncharted territory. For most companies, virtual onboarding is a new process. Even with all the best intentions, you may not get it perfectly right the first time. Or the second. And that’s okay. Ask for feedback from new hires so you can be agile and continue to optimize the process for your company. Look at this as an iterative, continuous learning process that you can continue to enhance — that will help ensure the best possible outcomes for your organization.

Today’s environment is definitely not business-as-usual for any of us. But with some mindful planning, virtual onboarding can be a successful process for all involved.

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About the author.
An award-winning creator and digital health, wellness, and lifestyle content strategist — Karina writes, edits, and produces engaging content across multiple platforms — including articles, video, interactive tools, and documentary film. Her work has been featured on MSN Lifestyle, Apartment Therapy, Goop, Psycom, Pregnancy & Newborn, Eat This Not That, thirdAGE, and Remedy Health Media digital properties. You can see more of her work at karinamargit.com.

It’s a confusing time for everyone. None the more so than advertisers and marketers. If you have something to say, it’s critical to get it right, because the world is paying attention. But also, did you get that? The world is paying attention.

With reduced access to offices, gyms, restaurants, bars, and national parks to visit, the whole country is spending more time online and in front of TVs, soaking up news and information. The Wall Street Journal reports that Facebook usage has surged by 50% since the crisis began.

This means marketers have a unique opportunity to chime in and speak up about their values. Brands who can maintain relevance are well-poised to grow their audience, and resonate with customers far into the future.

For messaging that adheres to CDC recommendations, there’s already a template being made for you. AdAge reports that:

Ad Council is teaming up with the White House, the Centers for Disease Control and Prevention, and the U.S. Department of Health and Human Services, to “provide critical and urgent messages to the American public,” the group said in a statement.

…“That script, developed by Group SJR, will also be made available as a template for media companies to create assets with their own local and state public health officials.”

It’s a long tough road ahead, but we’ve survived catastrophes before. Most recently, after 9/11, General Motors quickly rolled out its highly effective “Keep America Rolling” marketing plan to advertise its zero interest 84-month loans to get Americans back on the road.

Their campaign offers a good lesson for our current situation. In a time of uncertainty, the right messaging (with the right actions in place, to back that message up) can give customers assurance that brands are there for them.

How can you or your clients be there for your customers? One thing is to try and recreate some semblance of normalcy while we remain socially distant. Brands can shift their attention to social spaces where communities are congregating (if they aren’t already there) and provide entertainment, humor, or a breath of fresh air. Or they can take meaningful action that supports their community like these three have: Allbirds offered free shoes to healthcare practitioners. Lyft expanded into delivery partnerships to support their drivers. Target announced pay raises, bonuses, and paid leave.

Meanwhile, entertainment companies like ViacomCBS, Walt Disney, ABC, and iHeartMedia are at work on campaigns centered around the importance of physical distancing.

Understandably, not every brand can make grand gestures. The key is maintaining a dialogue with customers that is sensitive to the current climate and the emotional state of customers, while being mindful of government, World Health Organization, and CDC guidelines.

There are lessons to be learned from brands whose best intentions backfired. We all remember the Kendall Jenner Pepsi scandal, Dodge Ram’s dodgy use of MLK’s voice, and Bud Light’s cringey “up for whatever” campaign.

It’s no secret that brands want to sell their products, and agencies want to get paid to work on advertising those products — but you also don’t want your marketing to come across as pandering or insensitive. Ensure your message is saying the right thing, at the right time. Think before you send, pay attention to the here and now, and don’t forget to run any and all marketing efforts past many people, to gauge their reactions and ensure that your efforts don’t backfire.

Moral of the story: customers are paying attention, now more than ever. But countless people are struggling, and your message needs to be respectful of customers’ various situations. So tread lightly. When done correctly, marketing during times of crisis can build brand trust and help propel your brand into the future. But there are many cautionary tales that must be heeded, to avoid a marketing nightmare.

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About the author.
Héloïse Chung is writing the great American science fiction blockbuster in the moments between her day job as a copywriter and creative director. Non-screen activities include rock-climbing and making ceramics.
website: heloisechung.com
twitter: @hzla_de_encanta
instagram: @heloise_chung

The CARES Act, while imperfect, has given unprecedented attention to freelancers in its relief efforts. Here’s everything you need to know about what you may be eligible for and how to get it.

Direct Payment

All tax paying Americans will receive one-time payment of $1200 (for single filers making up to $75,000) OR $2400 (for married couples making up to $150,000), plus an additional $500 per dependent child. If you make between $75,000 and $99,000 as a single filer OR $150,000 and $198,000 as a married couple, will receive a reduced rate. If you make over $99,000 or $198,000 you won’t receive anything, even with children.

If you make under $12,200 or fall into any category that doesn’t require you to file taxes, you are still eligible, but it may take longer to see the funds. You can file now to potentially expedite this process. You must have a Social Security number.

As of right now this payment will be based on 2019* or 2018 tax filings depending on if you have filed already. If you end up making less in 2020 and become eligible this year (for example if you made $120,000 in 2019 and end up making $70,000 in 2020 as a single earner), you will receive your check when you file your 2020 taxes next year.

These payments will be mailed to the address you have on file with the IRS or will land in your account if you’ve used direct deposit. The department of treasury is apparently working on a way for anyone to enter direct deposit details to expedite receiving funds. The goal is to start sending out stimulus funds 3 weeks for now (so late April), but it could be longer if you’re waiting for a check to come in the mail.

Find more details and calculate how much you’ll get here.

*There is a nationwide tax deadline extension for both payments and filing from April 15 to July 15, so if you haven’t filed your taxes yet, you have time.

Unemployment Benefits

With a $250 billion infusion, unemployment eligibility has been extended to the self-employed, independent contractors, and gig economy workers through December 31.

First, you have to start with your individual state. Most states offer 26 weeks of unemployment benefits for people who lose employment through no fault of their own. Some states extend that to part-time workers, but not all. Get details for every state here.

In addition, the CARES Act has added Pandemic Unemployment Assistance which extends benefits to the self-employed, independent contractors, gig workers, and anyone else who cannot work because of the coronavirus pandemic (losing work due to illness, caring for a relative, mandated isolation, etc.) who may not have previously qualified. You will be eligible for half of your state’s unemployment benefits plus $600 per week.

After your state’s allotted benefits period ends, the CARES Act adds another 13 weeks to your benefits if you are still unemployed or unable to work, you may be able to file for an extension after that. Unemployment benefits count as taxable income.

Read more details on the changes to unemployment benefits here.

More from the Department of Labor here.

Health Insurance

There is now nation-wide coverage for all COVID-19 testing costs, but NOT treatment. If you are uninsured and become ill with COVID-19, you will not be covered if you need hospital care.

That said, health insurance enrollment has reopened in some states. Check out which ones and how to buy it here. If your state isn’t listed, you may qualify due to a recent job loss or other qualifying event. Click here check with your state. You can also check if you qualify for Medicaid, which is available year round.

If you’re not eligible for Medicaid and you can’t enroll in your state, you can check with your State Department of Health which may refer you to local resources that might be able to help you. Find a full list of state websites here.

*If you’re a Creative Circle freelancer, Benefits in a Card has offered special open enrollment until April 5, which you should have been notified about by email about on March 21.

Emergency Paid Sick Leave

The new legislation adds emergency paid sick leave for illness, inability to get to work because of isolation or quarantine, or taking care of a sick family member.

Full-time employees can take up to 80 hours of paid leave. Part-time employees are eligible for the average number of hours they work in 2 weeks. There are some exceptions and stipulations as far as monetary amount, so check out the details here. This will be provided in addition to any existing leave.

Independent contractors, freelancers, and the self-employed are also eligible for emergency paid sick leave in the form of a tax break. Details on how that works can be found here.

Disaster Loan Assistance + Paycheck Protection

Small businesses or cooperatives (under 500 employees), sole proprietors, independent contractors, private non-profits — among others — are eligible for federal assistance. This includes low interest loans (that can be forgiven depending on use and need) and up to $10,000 in grants if you are eligible.

To learn how to apply for the Paycheck Protection Loan click here.

The Small Business Administration is also backing up bank loans. All loans will qualify for forgiveness if used for payroll, mortgages, utilities, salaries under $100,000, etc. Details on eligibility and expenses can be found here.

For a breakdown by state click here.

To review all SBA assistance click here.

Payroll Tax Deferral

Employers and the self-employed can defer their payroll taxes through the end of the year. Those payments would be due in two portions at the end of 2021 and 2022.

Additionally, if a business’s operations are fully or partially suspended due to government restrictions, it may be eligible for a credit. More information here.

Student Loan Relief

The CARES Act automatically suspends payments on federal student loans through September 30 with no accrued interest. It also halts collection on defaulted loans. (This comes on the heels of an announcement saying you have the opportunity to halt payments for two months.)

This does not include private loans, but you can still request hardship forbearance by contacting the distributer of your loans.

Get more details on student loans here.

Charitable Deductions

Anyone who doesn’t itemize their charitable contributions can claim $300 as an “above-the-line deduction” on their 2020 tax returns. There are also breaks for large charitable donations.

Use of Retirement Funds

The 10% penalty has been lifted from withdrawing from retirement funds such as a 401K for amounts up to $100,000. Weigh the pros and cons here.

You can also read the CARES Act in its entirety here.

Beyond government aid, there are companies and collectives providing relief to artists, freelancers, and small businesses. Check out some options for loans, grants and other resources below.

Additional Resources

Gig Workers Collective

Freelance Artist Resource

Freelancer’s Relief Fund

Gusto Resource Hub

PHLearn Resources

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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.

As news about the novel coronavirus (COVID-19) shifts from bad to worse, the public craves leadership and inspiration. Our healthcare system and federal government struggle to keep up, and more and more bad actors are exposed. But we’re beginning to adjust to the new normal and stress of prolonged social distancing. Marketers face the challenge of remaining relevant and communicating effectively during a crisis. Some brands are doing this well, by speaking with care and compassion.

Marriott International

The travel industry was impacted early on, with cruises docked, many airlines forced to offer flexible tickets, and hotels emptying out. Marriott International President and CEO Arne Sorenson spoke in a moving video on Twitter. In treatment for stage 2 pancreatic cancer, he begins by acknowledging his new bald look. Sorenson expressed concern for associates and opted to not take a salary this year. He spoke frankly and with emotion about the “common crisis we face” and the actions Marriott will take. That includes furloughing workers so they have job security and qualify for unemployment. The video demonstrates leadership and hard choices during tough times. On Instagram, Marriott Bonvoy, the rebranded Marriott loyalty program, reminds us that “we will travel again.”

 

View this post on Instagram

 

We will travel again.⁣ ⁣ Soon, we will step out from behind our screens.⁣ We will look each other in the eye — instead of the camera.⁣ ⁣ We will clink glasses. We will exchange hugs.⁣ We will travel again.⁣ ⁣ Until then, stay healthy and stay positive.⁣ We’ll be waiting.⁣ ⁣ 🎥: @matiasderada

A post shared by Marriott Bonvoy (@marriottbonvoy) on Mar 27, 2020 at 8:06am PDT

sweetgreen

Restaurants and bars took a massive hit, and foodservice work is precarious. Too many businesses focused on reminding us that they’re still open and providing delivery. In contrast, in a series of emails to app users, sweetgreen’s communications focused on the actions they are taking to protect the public and their team. On March 16, they moved to a “digital ordering experience,” and they are working to connect frontline hospital workers with free healthy, fresh food. As a chain that is transparent about its core values of sustainability and authentic relationships, they mobilized quickly to show those values in action.

Tito’s Handmade Vodka

The Austin, Texas producer of craft vodka, Tito’s Handmade Vodka, will produce 24 tons of hand sanitizer in light of a nationwide shortage. They are also donating two million dollars to efforts to support people in the food and beverage industry. Recipients of support include the Children of Restaurant Employees (CORE), the USBG National Charity Foundation’s Bartender Emergency Assistance Program, Southern Smoke Foundation, and World Central Kitchen.

Nike

Nike launched a campaign to encourage people to #PlayInside and #PlayForTheWorld in support of social distancing. They saw a 17 percent increase in brand mentions compared to the previous day (March 20). Athletes and influencers like Portuguese soccer sensation Cristiano Ronaldo and football quarterback Russell Wilson got in on the action by sharing the campaign. Nike leveraged its position as a brand to encourage collective action.

Ikea

The U.S. is now first in confirmed cases in the COVID-19 pandemic, but Spain was hit hard early on. Home furnishing giant Ikea launched this moving commercial produced by McCann Madrid. It depicts people in good times and bad in the refuge of their homes. The voiceover, from the perspective of the home itself, reminds us: “I am your home, and I’ll be here for you, no matter what.” The campaign urges people to #StayHome (#YoMeQuedoEnCasa).

Coca Cola

Similarly, in a billboard ad in Times Square, Coca Cola encouraged people to “stay apart.” It features the script of their brand name in their iconic logo with a space between each letter to mirror the message. Conceived by Mercado McCann, the beverage giant also pledged $13.5 million to charities including Feeding America.

Image credit: The Coca Cola Company

Planet Fitness

With so many people staying at home and not getting their daily steps in or social interaction at the gym, at-home workouts are gaining traction. Planet Fitness launched “United We Move.” These are livestreamed “home work-ins,” offered daily from Monday through Friday on their Facebook page. They saw mentions rise an incredible 760 percent the week of March 15, and the workouts are a free public service.

Fender

For people seeking creative pursuits, iconic guitar maker Fender is offering three months of free video lessons. It’s a trial of their Fender Play, which tracks progress as you learn, and doesn’t require payment details to get started. Social distancing could be the perfect time to pick up that guitar, bass, or ukulele sitting in the corner. As Fender put it, “we need music more than ever.”

Governor Andrew Cuomo

Here in NYC, the current epicenter of the crisis, it’s been two weeks since public gathering spaces and schools closed until further notice. Restaurants were limited to takeout or delivery. Last week, all nonessential workers were mandated to work from home. People in other states are now watching how the pandemic plays out here.

New York Governor Andrew Cuomo emerged as an unlikely hero for our embattled state. After much criticism last year over passing the buck on the failing NYC transit system, he is taking the Federal government to task for their responsibility in a federally declared disaster. In response to outrageous claims that older people are willing to be sacrificed for the economy, he sent a moving email: “My mother is not expendable,” it read. “Your mother is not expendable. We will not put a dollar figure on human life.” He continues to demand ventilators in a public battle with the President. The state launched a mental health hotline and other measures to protect residents.

Rubin Museum of Art

Cultural institutions are also closed until further notice. Early on, the Rubin Museum of Art, which specializes in art of the Himalayan regions, offered the Rubin care package on their website. The site allows visitors to stream a Tibetan Buddhist shrine room with two hours of meditative chanting. The Rubin is also known for public meditation talks. The care package includes articles about using meditation to quiet the mind and manage the stress and anxiety of COVID-19.

These brands are communicating effectively by demonstrating leadership and care in a time of crisis. The public is looking for positive messaging and support during the COVID-19 pandemic. Brands that speak from the heart remain relevant and build social capital. We will persevere.

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About the author.
Jess Powers writes about marketing, food, and wellness. She has experience in nonprofit communications and emergency management. Follow her @foodandfury.