06Jun

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

To kick off the week, we learn about Cheryl Chasen’s 20 year recruiting journey. Now a Partner at Green Key, Cheryl was the founding member of the Pharma division in 2009, nearly 13 years ago.  Since then, the Pharma team has grown considerably.  The division now has four heads, including Cheryl.  All have worked diligently to grow Pharma to more than 35 members, spanning fours states, including CO, IL, NC and NY. 

What first sparked your interest in a career in recruiting?  

Well, it’s been a winding journey.  I received a Masters in Social Work in hopes of pursuing a career in that field.  Of course, student loan debt and the cost of living in NYC became a reality as I approached graduation. A social work salary would have made remaining in the city a difficult undertaking.  Instead, I ventured into a few dot-com start-ups.  I worked in sales and quickly realized I did not have a passion for that industry.  I kept searching for something that could link my desire to help others and earn a good living.  That is when I had the “a-ha!” moment to become a recruiter. In recruiting, I found a meaningful career that would allow me to improve the lives of others on a consistent basis.   My first recruiting job was at Smith Hanley, where I was a biometrics recruiter. I joined Green Key seven years later to start the Pharmaceutical Division and have never looked back. 

What is one of the most important lessons you have learned in recruiting?  

One of the greatest lessons I’ve learned is the impact you have as a recruiter.  We are focused on connecting ideal candidates to critical openings for our clients.  In that sense, we help to fulfill two separate needs with one transaction. While we are changing the life of a candidate for the better, we are also changing the effectiveness of an organization.  Both our clients and our candidates are depending on us to ensure this transaction is handled properly throughout. 

What makes your team successful?  

We make it a priority to listen to the needs of our clients and candidates.  By doing so, we gain a solid understanding of their requirements.  The team works hard to meet those specific needs.  This establishes trust and preserves long-standing relationships.  I also feel we are successful because we love what we do.  This reflects on the quality of service we provide our clients and candidates.

Why should someone want to work at Green Key?  

The original founding partners always follow through on their commitments.  They respect the work-life balance and have done an exceptional job of navigating the recent challenges of COVID-19.  They are very flexible and offer the tools necessary to be successful.  This environment fosters creative thinking and enables constant improvement.  I always try to emulate this with my team. 

How did it feel to make Partner?  

The recognition was very rewarding.  I was very happy to make partner and look forward to the journey ahead. 

What are your goals at Green Key?  

It really comes down to three core pillars:

  1. Provide the resources and growth opportunities for success with the current Pharma team
  2. Continue to build the team
  3. Maintain a laser focus on our core mission of meeting the needs of our clients and candidates
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”