06Jun

Welcome back to #WeAreGreenKey, where we shine a spotlight on our powerhouse recruiting team. 

We met up with Alexis Schumacher, Executive Recruiter on the Accounting & Finance National team at Green Key. Alexis graduated from Penn State with a degree in Communication & Media Studies, followed by a Masters in Human Resource Management from Saint Francis University. Her natural ability to communicate, along with some professional experience in public relations and outreach, has allowed her to flourish as a recruiter. Now that’s she’s been recruiting at Green Key for over a year, she was able to reflect on her relationships with candidates and where she sees the accounting industry headed. 

What are some major hiring trends happening in Accounting & Finance right now? 

Flexible work isn’t just a temporary pandemic response, it’s become a consistent aspect of our everyday, modern working lives. Still, many of our clients are transitioning back into the office on a hybrid basis. They understand the desire for flexibility but want to cultivate an environment for their staff where they’re seeing growth and inclusiveness. A lot of clients are pushing for three days in the office at minimum. Consequently, we see a lot of professionals not ready to make the jump back into office. For the last three years, people have worked remotely and it’s shifted the way Americans work. A large portion of professionals want to continue that flexibility and sometimes it creates a divide.

Are there any challenges you foresee for clients and candidates in the year ahead? 

With the divide between remote and in-office work, there can be some logistical issues when scheduling interviews. I try to put things in a different perspective and make things appear “pre-pandemic” as we all get back into those routines. Alternatively, we also have to be upfront with our clients when we hear positions are five days in-office. The chances of placing candidates five days in the office is relatively slim. Both sides have to be flexible and understand that a hybrid work model is the new norm.

Do you see potential layoffs in your industry or effects from the recession? 

Unfortunately, we don’t know the future and can’t predict the market. So, when solicited for advice, I let them know that it’s better to take the leap of faith and remember that they can’t control certain things. Right now, however, the accounting and finance industry is not slowing down. In fact, we are in high demand and get new clients daily, which means clients are searching for new talent and candidates should stay open-minded. 

How can accounting and finance candidates break out in this industry? 

The biggest thing to remember is that while money is important, it’s not the only factor when considering a career move. It’s crucial to consider where you want to be in 5 years and which steps to help get you there. I try to facilitate conversations that make professionals think about the “bigger picture.” Recent grads for example should be talking to clients in their industry even before graduation. Walk before you run and put yourself in a position to move up the ladder.

What surprises recruiters the most when working in this industry? 

Sometimes you’ll find that professionals stop replying or communicating properly, which can be frustrating. Like the horse and water proverb, I can lead someone to an opportunity, but can’t force them to interview unless they’re ready.

Are there any specific roles you are seeing growth in?  

Right now, busy season is in full swing. So candidates aren’t likely to leave their current positions until their season has concluded. It can be harder to reach those specific candidates and assist our clients with filling vacant positions if they’re seeking a public accounting professional.

What are your goals for the team in 2023? 

I’m hoping that those who I’ve placed in the past will referral their connections to me or reach back out when they’re ready for a new challenge. It’s a sense of self-fulfillment. It makes me feel as though I’ve truly cultivated a strong and comfortable relationship with my candidate, which as recruiters, is your one of your biggest goals. I want to make sure I’m making connections with people who will remember my name and the impression I’ve made on them. When I was at Penn State, I was involved in a lot of leadership programs/roles and received the Eric A. and Josephine S. Walker Award. My involvement taught me how to be a true leader and that it’s about the little things that make positive impressions on the people around me.

Feb 26, 2024

The Essence of Marketing Strategy: Driving Business Success

In the intricate world of business, a marketing strategy serves as the cornerstone upon which companies build their path to success. But what exactly is the marketing strategy, what are the different types of marketing strategies, and how does it work? In this article we’ll explore these questions and delve into the essence of effective marketing strategies.

What is Marketing Strategy?

According to Investopedia.com, “A marketing strategy refers to a business’s overall game plan to facilitate the buying and selling of its products or services. A marketing strategy determines how to reach prospective consumers and turn them into customers. It contains the company’s value proposition, key brand messaging, data on target customer demographics, and other high-level elements. A thorough marketing strategy covers the four Ps of marketing: product, price, place, and promotion.”

Types of Marketing Strategy

Types of marketing strategies include:

  • Social Media Marketing
  • Search Engine Optimization
  • Pay Per Click (PPC)
  • Email Marketing
  • Content Marketing

How Does it Work?

A marketing strategy functions as a road map that guides all marketing activities and initiatives. It begins with a thorough understanding of the target market – their needs, preferences, and pain points. Based on this understanding, the strategy defines the positioning of the company’s offerings and determines the most effective channels and messages to reach the target audience.

Key components of a marketing strategy include:

Market Segmentation: Identifying and segmenting the target market based on demographics, psychographics, and behavior.

Value proposition: Articulating the unique value that the company offers to its customers and differentiating itself from competitors.

Channel selection: Choosing the most appropriate marketing channels to reach the target audience, such as social media, e-mail marketing, content marketing, or traditional advertising.

Messaging and Creative: Crafting compelling messages and creative assets that resonate with their target audience and communicate the value proposition effectively.

Measurement and Analysis: Establishing key performance indicators (KPIs) to measure the success of marketing efforts and continuously analyzing data to optimize performance.

In conclusion, understanding marketing strategies, its types, and how it works are vital for business success, enabling companies to drive growth and engagement effectively.  

Feb 27, 2024

The Essence of Marketing Strategy: Driving Business Success (Part II)

With a grasp of the fundamental concept of Marketing Strategy, let’s explore its advantages in more detail and uncover the steps to effectively craft one.

Benefits of Marketing Strategies

  • Clear Direction: A well-defined marketing strategy provides a clear roadmap for achieving business objectives. It aligns marketing efforts with overall goals, ensuring that every action contributes to the company’s success.
  • Customer Engagement and Loyalty: A strategic approach to marketing fosters deeper connections with customers. By understanding their needs and preferences, companies can tailor messages and experiences that resonate with their audience, leading to increased engagement and loyalty.

Marketing Stratego also highlights a few benefits including:

  • “Increased Brand Awareness: A strong marketing strategy helps increase brand awareness by promoting the business’s products or services to the target audience. This, in turn, leads to more recognition and recall of the brand, which ultimately leads to more sales and customer loyalty.”
  • “Increased Sales and Revenue: A well-designed marketing strategy leads to increased sales and revenue by attracting more customers to the business and increasing their willingness to purchase. This can be achieved through effective targeting, promotions, and other marketing efforts.”
  • “Better Customer Targeting: A good marketing strategy helps businesses understand their target audience and create campaigns that are relevant to them. This leads to more effective and efficient marketing, as businesses are able to reach their target customers more effectively and achieve better results.”
  • “Competitive Advantage: A strong marketing strategy can give a business a competitive advantage by differentiating it from its competitors. By creating unique and effective campaigns, businesses can stand out in their market and attract more customers.”
  • ‘Improved Lead Generation: A good marketing strategy helps businesses generate more leads by promoting the business’s products or services to the target audience. This leads to more opportunities for businesses to convert those leads into customers and increase their revenue.”
  • “Improved Brand Image and Reputation: A well-designed marketing strategy helps improve a business’s brand image and reputation by creating positive associations with the brand. This, in turn, leads to increased customer loyalty, as customers are more likely to do business with a brand they view positively.”
  • “Increased Market Share: A strong marketing strategy helps businesses increase their market share by attracting more customers and retaining existing ones. This, in turn, leads to increased revenue and growth for the business.”
  • “More Effective Use of Resources: A good marketing strategy helps businesses make the most of their marketing budget and resources. By identifying the most effective channels and campaigns, businesses can maximize their return on investment and achieve better results.”
  • “Better Return on Investment (ROI): A well-designed marketing strategy helps businesses achieve a better return on investment by increasing sales and revenue and maximizing the use of resources. This, in turn, leads to increased profitability and growth for the business.”

Now that we’ve highlighted the benefits of a marketing strategy, lets’ explore the process of creating an effective one.

According to Hubspot.com, here are the eight steps a company should take during the marketing strategy process:

  • Conduct market research: “…you need to gather useful data for making informed decisions. Market research is like playing detective, but instead of solving crimes, you’re uncovering juicy details about your customers. Market research will help your businesses make data-driven decisions for your marketing strategy. It also makes it easier to understand your target market, find gaps, and make the most of your resources.”
  • Define your goals: What do you want to achieve through your marketing efforts? Whether it’s increasing brand awareness, driving sales, or diversifying your customer base, well-defined goals will guide your marketing strategy.”
  • Identify your target audience and create buyer personas: To create an effective marketing strategy, you need to understand who your ideal customers are. Take a look at your market research to understand your target audience and market landscape. Accurate customer data is especially important for this step…”
  • Conduct competitive analysis: To begin your competitive analysis, start with your top competitors. Reviewing their websites, content, ads, and pricing can help you understand how to differentiate your brand. It’s also a useful way to find opportunities for growth.”
  • Develop key messaging: Craft compelling massages and creative assets that effectively communicate your value proposition and resonate with your audience. Ensure consistency in messaging across all channels to build brand recognition and trust.
  • Choose your marketing channels: You know what you have to say, now decide on the best marketing channels for your message. Your top goal for this stage of your strategy is to align your channel choices with your target persona’s media consumption habits. Start with media channels you’re already using. Then, consider a mix of traditional and digital channels such as social media, TV, email marketing, podcast ads, SEO, content marketing, and influencer partnerships. To streamline this process, think of your assets in three categories — paid, owned, and earned media.”
  • Create, track, and analyze KPIs: At this stage, you’ll shift from marketing detective to numbers nerd. With a little planning and prep, your analytics can unveil the mysteries of marketing performance and unlock super insights. Review your strategy and choose measurable KPIs to track the effectiveness of your strategy. Create a system that works for your team to collect and measure your data.”
  • Present your marketing strategy: A finished marketing strategy will pull together the sections and components above. It may also include: Executive Summary, Brand Identity, and a Marketing Plan and Tactics”