Tuesday, January 19, 2010


Below is an actual job posting job description. I personally, have never seen so many buzz words crammed into a single paragraph in my life.

No wonder the marketing industry is having an identity crisis. With Social Networking the hottest channel for marketing, how can this language still be relevant. I've never seen this verbosity on FaceBook.

Translating the differentiated Brand DNA and product news into program messaging and components
Aligning and executing programs to resonate with the lifestyle of our target audience
Building shrewd marketing strategies and tactics reflective of the evolving competitive landscape
Leverage company-wide and outside partnerships and assets

Here's my translation, "We need someone who understands our customer, works well with others and can help us make our business grow."

Award-winning marketing strategist, best-selling author, conference speaker and seminar leader, David Meerman Scott, calls this language "gobbledygook". He explains this in his book
The New Rules of Marketing & PR.

How can a marketing hire whose language is "corp-speak", communicate effectively to the customer? Unless your customer is corporate pencil-necks (which this example is not BTW).

Monday, January 11, 2010

Strength and Weakness

The message at church yesterday involved strength and weakness, followed by "What do you have to give?"

This is a perfect question for business, too. I will bet everyone has been touched by "strengths and weaknesses" at some point in their career, either conducting or being interviewed or part of the review process. I have also seen it used as a management directive to increase productivity.

In all these situations that involve strengths and weaknesses, let's reduce it to, "What do you have to give?"

Think about it. Isn't that bottom line.

700 Resumes

Whether you're the candidate or the company, do you ever wonder why there are so many applicants per job?  The answer lies beyond a limited number of opportunities .

In order to collect unemployment, recipients are required to apply for "x" number of jobs per week. "X" is undefined. I have heard that some people will get on the Internet and apply for 30 or more jobs a day!

My heart goes out to candidates, HR departments and hiring managers everywhere.

Next, I will look into criteria based HR practices to cull through this conundrum.

Visit me at The J. Frost Group Website