I once read that the biggest compliment you can give a teacher is to create something new with what they taught you, and that’s what I did with Adele Revella’s Buyer Persona framework. I learned Revella’s process for talking to buyers to find out about their decision-making process from reading her book and taking her Buyer Persona Masterclass. I synthesized what I learned into the framework that I use to talk to employees and find out what they value.

As I was writing my online course - Better Message. Better Talent Pool. - I became aware that there were three main influences that have guided my approach to recruitment marketing. One of them was “They Ask, You Answer” by Marcus Sheridan. In his book “They Ask, You Answer,” Sheridan tells the story of how he brought his swimming pool business from the brink of collapse to thriving success by using his blog to answer all of the questions that prospective buyers might have.

As I was creating my online course – Better Message. Better Talent Pool. – I had to think hard about the process that I was using to interview employees and turn what they say into compelling recruiting messages. The challenging part was taking what I did intuitively and distilling the process so I could teach other people how to do the same thing.

When Chris Freeman, a marketing professional at managed IT company XPERTECHS in Ellicott City, MD, moved into the role of product manager, he felt pulled in too many directions. As a product manager, Chris was tasked with developing new IT service product offerings, but he still had to maintain all of his marketing responsibilities. The result was that daily marketing tasks started to fall through the cracks, and Chris knew that he didn’t have the bandwidth to get everything done.

Sarah Olson joins her mom, Lori Creighton, as a writer at Homestead Media, helping companies communicate their reputation as a good employer through employee experience storytelling. Her role at Homestead Media provides a way for Sarah to keep her professional experience fresh while she cares for her two young sons. It’s a great situation that helps her to put her family first, and stay close to her mom, Lori, owner of Homestead Media.

Courtney Casey is the Director of Marketing for Accent Computer Solutions, now VC3 after being acquired in 2022. Being responsible for marketing in an extremely competitive industry means that Courtney has a very comprehensive marketing strategy and is active in multiple channels, from content development, advertising and email marketing to customer communications, sales enablement and networking.

Can I assume that you’re outsourcing some services that your business needs right now? It could be accounting, IT support, or maybe HR and hiring. Perhaps your company provides one of these outsourced services for other businesses. Outsourcing makes a whole lot of sense when you want to bring in expertise that you don’t have internally.