24Apr

Welcome back to #WeAreGreenKey, where we shine a spotlight on our powerhouse corporate teams. 

Recently, we had the opportunity to meet with Natalie DiDesidero, Senior Recruiter on our Talent Acquisition team at Green Key. With over 14 years of experience in talent acquisition, Natalie has seen the industry evolve and understands what it takes to find and place top candidates in an ever-changing job market. Her deep knowledge of recruiting strategies, relationship-building, and talent development makes her a valuable addition to our team. 

In this feature, we’ll dive into her career journey, what brought her to Green Key, and her vision for the future. 

Can you tell us a little about your background and what led you to a career in talent acquisition? 
 
Talent Acquisition and Corporate recruiting are about more than just finding the right candidate for a role – they are about shaping the future of an organization and creating meaningful opportunities for individuals.  My journey into recruiting began in 2007, when I was looking for a career that combined my competitive drive with my ability to connect with people.  I quickly realized that recruiting was not just about filling positions, but about understanding a company’s culture, identifying talent that aligns with its goals, and fostering lasting professional relationships.  With that said, in 2010 I found myself interviewing for a talent acquisition role because I wanted to share with others a company that I believed in.   

What are some of the biggest lessons you’ve learned throughout your career?  
 
Throughout my recruiting career, I’ve gained valuable insights that have shaped my approach.  One the most important lessons is that listening is far more powerful than speaking.  Recruiting isn’t just about reviewing resumes, it’s about building meaningful relationships.  By understanding a candidate’s motivations and career aspirations, I can gain their trust and help guide them towards opportunities that truly align with their skills and goals, ensuring a strong hiring decision.  Another key lesson is that cultural fit is just as important as technical skills.  While many people can recruit candidates, a successful hire requires alignment with company values and workplace culture.  If a candidate’s mindset and principles don’t complement the organization, even the most impressive qualifications won’t lead to long term success.  Lastly, employer branding plays a critical role in attracting top talent – not just for the company, but the recruiter as well.  High-quality candidates seek out organizations with strong legacies and positive reputations.  As a recruiter, we can help shape and promote that image, ensuring that our outreach resonates with the right individuals and strengthens the company’s brand overall.     

What attracted you to this opportunity, and what excites you most about joining the team?  
 
When I first considered Green Key Resources, the familiarity and trust of former connections – particularly Rich Egloff – gave me a strong sense of confidence in exploring the opportunity.  It felt reassuring to know that people from my former employer had taken the leap from another agency to Green Key.  As soon as I had my initial conversation, I was drawn to Green Key’s dynamic and strategic approach to recruiting.  The leadership style resonated with me, and I could see the significant transformation happening within the Talent Acquisition team – and this is something that I wanted to be a part of – building a department to be stronger than the way I joined it.  Visiting the team in NYC solidified my enthusiasm.  Seeing firsthand the depth of expertise, tenure, and market reputation within Green Key was inspiring.  The experience, the diverse professionals, and the company’s commitment to both business growth and valuing its people made it clear – this was a place where I could thrive and contribute.   

How has your experience prepared you for this senior recruiter role?   
 
Throughout my career in TA, I have developed the skills, insights, and mindset to thrive in a senior role.  I have managed people and helped them develop their skills, along with developing mine.  My ability to identify and attract top talent stems from years of experience in sourcing, relationship-building, and aligning candidates with business needs.  In the past, I have managed everything from talent pipeline development, creation and execution of business strategies to the full cycle recruitment process.  I understand business trends, employer branding, and workforce planning to ensure organizational success.  That said, I have strengthened my ability to be a trusted advisor to both our internal hiring managers and candidates interested in making career changes.  I am eager to leverage my recruiting knowledge, leadership skills, and vision to drive meaningful outcomes and create high-performing teams.  

What are your key priorities in your new role?  
 
As I step into this role at Green Key, my primary focus has been on understanding the business landscape and hiring needs. Over the past few weeks, I have dived into learning about the company’s goals, hiring challenges, and the unique preferences of hiring managers. Building strong relationships with key stakeholders and organizational leaders has been a priority, ensuring seamless collaboration in securing top talent. 

 
Additionally, I am committed to creating a positive candidate experience and strengthening the employer brand, making Green Key an attractive company for top talent.  By leveraging my established network and prior partnerships, I aim to engage talent who may be open to new opportunities. Sharing my firsthand experiences with Green Key allows me to authentically showcase the organization’s strengths, fostering trust and interest among potential candidates.   

What trends are you seeing in talent acquisition, and how do you plan to leverage them?  
 
Companies have shifted their focus from traditional qualifications to behavior-based interviewing, emphasizing the importance of identifying and addressing skill gaps within teams.  My goal is to pinpoint the competencies that our team may be missing and strategically build a talent pipeline to strengthen those areas.  A growing trend in talent acquisition is upskilling – organizations are actively investing in employee development and learning opportunities to maintain their workforce.  Looking ahead, I hope to contribute to this effort from the TA perspective, ensuring alignment with leadership and streamlining the hiring process for greater efficiency and effectiveness with our time.  Lastly, I’ve expressed my passion for employer branding and am actively collaborating with our marketing team to enhance recruitment materials.  By developing engaging content – such as polished job descriptions and marketing collateral – we can provide candidates with valuable insights as they explore opportunities with GKR.   

What advice would you give to someone looking to grow in their recruiting career?  
 
Building a successful career in recruiting requires strategic thinking, relationship-building, and continuous learning.  At its core, recruiting is about people – not just the process.  Investing time in meaningful connections, actively listening, and understanding candidates beyond just their resume are keys to long term placements.  In today’s evolving market, recruiters must constantly refine their approach, particularly with AI reshaping hiring practices.  Staying adaptable, exploring creative sourcing strategies, and sharpening communication skills will set strong recruiters apart.  Equally important is maintaining a selfless mindset – prioritizing the needs of candidates and clients to foster trust and long-lasting relationships. Personal branding plays a vital role in career growth, positioning yourself as a thought leader enhances credibility and creates opportunity within the industry.   

What keeps you motivated and passionate about talent acquisition?  
 
Talent acquisition excites me because it’s more than just filling roles – it’s about shaping careers, making connections, and strengthening an organization. I have watched countless people put their trust in me and take a position with my organization, which has had life-changing impacts on them and their family.  I have witnessed talent that I helped hire get promoted in the organization and be able to buy their first house, which is incredibly fulfilling to me.  Over the past 18 years in the industry, I’ve had the privilege of connecting with hundreds of incredible professionals, many of whom I keep in touch with today.  I remain committed to championing their success, supporting their journeys, and fostering relationships beyond the workplace.    

Outside of work, what do you enjoy doing in your free time? 
 
In my free time, I love spending time with my husband, our three kids, our dog, and extended family.  The grass doesn’t grow under our feet, as our lives are filled with sports and activities that bring excitement and energy.  I find joy reliving my youth through my children’s experiences.  As a multi-sport coach, I dedicate my time to guiding and encouraging them – developing both on and off the field/court.  When I do have a little extra free time, you’ll most likely find me soaking up the sun on a beach somewhere. 

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”