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Building a Content Dream Team: Leaders’ Strategies for Conquering New Markets

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Building a Content Dream Team: Leaders' Strategies for Conquering New Markets

Ben McInerney
Certified Arborist & Founder, GoTreeQuotes

As the founder of GoTreeQuotes.com.au, Australia’s leading online platform for arboriculture services, I’ve learned that creating content for new markets is like planting trees in unfamiliar soil. My journey from a local Sydney tree service to a nationwide digital enterprise has taught me valuable lessons about adapting content strategies to thrive in new environments.

When hiring a content creation team for a new market, my advice is this: Prioritize local expertise and cultural understanding over pure content creation skills.

Just as different tree species thrive in specific climates, content must be tailored to resonate with local audiences.

When we expanded GoTreeQuotes from Sydney to other Australian regions, we initially stumbled by using a one-size-fits-all approach.

Our content, while technically sound, failed to connect with audiences in tropical Queensland or arid Western Australia. The turning point came when we recruited local arborists as content consultants.

These local experts helped us understand regional nuances – from prevalent tree species to colloquial terms for common tree issues. For instance, what Sydneysiders call “tree lopping” is often referred to as “tree topping” in Perth. This local insight allowed us to create content that truly spoke to each region’s unique needs and challenges.

By prioritizing local expertise, we saw a 40% increase in engagement rates and a 25% boost in conversion rates across our new markets. More importantly, we built trust with local communities, establishing GoTreeQuotes as a familiar, reliable resource rather than an outsider.

Remember, in content creation, as in arboriculture, understanding the local ecosystem is key to growth and sustainability.

Dan Ben-Nun
CEO & Founder, Adspace

Prioritizing cultural intelligence and local knowledge goes beyond just language fluency; your content team needs to understand your target market’s behaviors, nuances and preferences.

You need content that resonates with the local audience to succeed in a new market. Even a technically perfect design will fall flat if your content creators lack local context.

For instance, a simple visual element or slogan that works perfectly in one country might carry unintended connotations elsewhere.

Ensure your content creation team has local insights and is better equipped to create culturally relevant and more engaging content.

For example, if you are expanding into the Asian market, where collectivist values are emphasized, you will want your content to reflect community-centric messaging. You may want to focus more on group harmony rather than individual achievements.

This approach is critical to ensuring that the content not only reaches the target audience but does so in a way that aligns with their values and norms.

Dev Chandra
Chief Executive Optimizer, The Process Hacker

My advice to businesses hiring a content team for a new market begins with understanding the differences in market dynamics.

Rather than replicating the strategies used in their existing markets, they should focus on localizing their content to resonate with the new audience. Having native members who understand the market’s unique culture, language, and norms can give a competitive edge.

Secondly, encouraging creativity can help develop content that stands out and engages the new audience.

Most importantly, employing data-driven decision making and process automation in content creation can streamline the operation, helping businesses adapt, iterate and innovate faster according to the feedback received from the new market endeavors.

Fundamentally, my mantra is: Understand the market, localize content, foster creativity, and leverage automation for efficient content production.

Sarah Mitchell
Marketing Director, Relyir

As a marketing director who has extended a brand’s reach into over 50 countries, my key advice for businesses hiring a content creation team for a new market is to prioritize cultural fluency and audience-centric approach.

It’s crucial for the team to understand the culture, language nuances, and consumer behaviors specific to the new market they are catering to.

For instance, at Relyir, during our expansion into the Asian market, we hired content creators well-versed in regional languages and cultural traditions. This allowed our content to resonate more effectively with our target audience, driving customer engagement and brand loyalty.

Moreover, ensure the team is adept in adapting the company’s core messaging to align with the local market, without losing brand consistency.

A successful content team can communicate your brand’s values in a way that feels personal and relevant to the new audience, laying the groundwork for sustainable market growth.

Andrew Pierce
CEO, LLC Attorney

Entering a new market is a colossal task, and your content strategy will play a crucial role in connecting with your audience. My advice to businesses venturing into new markets would revolve around three main aspects: research, local adaptation, and authenticity.

Firstly, thorough market research is mandatory before curating content. Understanding local culture, customer behaviors and needs will help your team create compelling and personalized content.

Secondly, local adaptation of your content is pivotal. Translating your brand’s message to satisfy the local audience, not just linguistically, but also culturally, is an aspect that businesses often overlook.

Lastly, ensure the authenticity of your content. Your brand should exude a genuine desire to serve and connect with the local audience. Authenticity forms trust, and trust translates into business.

Remember, good content is more than just facts and figures- it’s the values, experiences, and stories that align with your audience preferences. Make sure your content creation team is fully-equipped to resonate with the new market.

Kira Chesalina
Creative Director, AAA Agency

As a Creative Director of an international influencer marketing agency, my key advice would be to define your KPIs by mapping out value-inspired trajectories and equipping them with measurable endpoints.

If your strategy is niche-focused, with specific platform goals and a limited budget, think about partnering with managers who can offer specialized expertise, flexibility, and direct communication.

However, for a broader, multi-channel campaign that requires in-depth analytics, long-term strategy, and risk management, consider hiring an external marketing agency.

Agencies provide comprehensive support, including advanced tech solutions and creative projects.

Your choice should align with the specific campaign needs, budget, and the level of strategic guidance you require to succeed in the new market.

Sam Jacobs
Head of Marketing, Ammo

My advice would be to start with your business goals.

How do you want to measure success in penetrating the new market? Is it through clicks, views, or engagement?

It is a very important step in determining the exact skillset of content creators you need.

If your success is best measured through clicks, you will need articles, which means hiring writers. If your success is best measured through views, you will need video creators to film and edit. If you need a mix, you will need a sure way to structure your content team.

Then, once you put a content team together, hire a content lead to manage the KPIs.

When hiring, consider finding someone through reference, someone who has done what you need and done it effectively.

Jonathan Goldberg
Founder & CEO, Kimberfire

When it comes to hiring a content creation team for a new market, my advice is to focus on ensuring that the team possesses a deep understanding of the local culture and consumer behavior.

As Founder & CEO of Kimberfire, a company that bridges the gap between online and offline diamond jewelry retail, I’ve seen firsthand how crucial it is to align content with local values and expectations.

The content team should not only be skilled in creating compelling narratives but also be equipped with the cultural intelligence necessary to adapt those narratives to resonate with the local audience.

This often involves hiring local experts or team members who have an intimate understanding of the market’s language, customs, and trends.

The ability to craft content that feels authentic and relevant to the target market is what ultimately drives engagement and builds brand loyalty.

For businesses looking to make an impact in a new market, this blend of content expertise and cultural insight is essential.

Tony King
Manager, JobSpace

When hiring a content creation team to thrive in a new market, the most crucial piece of advice is to clearly define your content strategy and objectives.

Before bringing a team on board, it’s essential to have a well-articulated plan that outlines the type of content needed, the target audience, and the goals you aim to achieve. This clarity ensures that the content creators understand the brand’s vision and can align their efforts accordingly.

A well-defined strategy also helps in selecting the right talent whose skills and expertise match the specific needs of the project. By setting clear expectations and objectives from the outset, you can foster a productive collaboration that drives engagement and growth in the new market.

This strategic alignment is key to maximizing the impact of your content efforts and ensuring that your brand message resonates with the intended audience.

Allie Wickam
Owner, Allie of All Trades

Businesses looking to hire a content creation team for a new market should seek out a team that provides market research and relevant, valuable content, as opposed to teams that offer large quantities of content.

Consumers are exposed to so much content each day that posting low-value content for the sake of posting will quickly be forgotten.

Businesses that stay up-to-date on trends find it easier to expand their audience while also providing relatable and personable posts to encourage the conversion of likes to sales.

The best content creation team a business can find is one that is committed to continually learning and adapting to keep up with algorithm changes and consumer trends.

Abhi Madan
Co-Founder & Creative Director, Amarra

When venturing into a new market with a content creation team, understanding the audience is crucial. From my experience in fashion, where the stylistic preferences of consumers can vary significantly from one location to another, I recognize the importance of local perspectives.

My advice is to hire local talent or consultants who deeply understand the cultural norms, local trends, and language nuances of the new market. They add authentic voices and attract local consumers more effectively. For instance, when Amarra expanded into the Middle East, we collaborated with local fashion influencers who understood the region’s specific aesthetics. This led to content that resonated strongly with our target audience, effectively enhancing our brand visibility in the region.

The HR Spotlight team thanks these industry leaders for offering their expertise and experience and sharing their insights.

Do you wish to contribute to the next HR Spotlight article? Or is there an insight or idea you’d like to share with readers across the globe?

Write to us at connect@HRSpotlight.com, and our team will help you share your insights.

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Turning Down Candidates Without Turning Them Off: The Power of Communication

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Turning Down Candidates Without Turning Them Off: The Power of Communication

Justin Godur
CEO & Founder, Capital Max

We inform rejected candidates because it aligns with our core values of transparency and fairness.

I know firsthand that applying for a job takes time and effort, and it’s only right that we acknowledge this by providing a respectful and timely response, even when the outcome isn’t favorable.

This practice has yielded several benefits for us.

Firstly, it strengthens our brand’s reputation—candidates, even those rejected, appreciate the communication and often speak positively about the experience.

Secondly, it fosters trust. In industries where word-of-mouth and online reviews matter, we’ve seen the long-term advantages of keeping lines of communication open.

Lastly, rejected applicants sometimes reapply for future roles, better aligned with their skills, resulting in valuable hires.

We don’t skip this step because a simple, thoughtful response creates a positive ripple effect in the talent pool, helping us maintain strong relationships with potential future employees.

Mafe Aclado
General Manager, Coupon Snake

Truth is, communicating rejection isn’t fun, but one of the reasons we always find the time to do this, is because we believe it’s the very least we could do.

In fact, the way I see it, you owe it to your applicants to tell them that your business has rejected their application to join your team, and possibly provide them with reasons.

Because, let’s face it, today’s job market is tough and highly competitive, and this reality causes the anxiety level of the average individual to spiral, especially during the waiting period.

And in the same way, letting them know they have been offered the job helps them feel relieved and ready to move on to the next step in their career.

Letting them know that their application has been rejected, brings them clarity, and helps in re-strategizing for success.

Plus, it improves the brand’s reputation.

Stacey Tapping
Owner/CEO, Beauty Sculpting Room

We always inform any rejected candidate formally. We do this mainly for transparency reasons.

Our industry is quite small, and anything that can affect our business’ reputation negatively may have an outsized impact on us. We believe that maintaining open and respectful communication with all applicants reflects our commitment to professionalism.

By being transparent in our processes, we get to preserve relationships and foster a positive impression, even in difficult situations.

Adrien Kallel
CEO & Co-Founder, Remote People

At Remote People, we make it a priority to inform candidates if they haven’t been selected, especially after interviews. It’s about showing respect for their time and effort.

Even a brief, polite message goes a long way in closing the loop. We’ve found that this approach leaves a better impression, and it keeps the door open for future opportunities with strong candidates.

That said, when we’re dealing with a high volume of applications, especially in earlier stages, it can be challenging to respond to everyone individually. In those cases, we sometimes rely on automated responses.

Ultimately, clear communication benefits both sides, and we do our best to maintain that standard.

Lucas Botzen
CEO & HR Expert, Rivermate

Our human resources department sees to it that each candidate receives a thoughtful and personal note in regard to his or her status, whatever that may be. This not only closes the loop for the candidate but engenders a positive impression of our company.

We take it one step further by giving constructive feedback to candidates who made it further in the hiring process. This helps them to understand where they went wrong and what they need to improve, without, at the same time, depleting them of value and respect.

This will help build good karma and will keep candidates coming back when other openings come along. We found that a large percentage of the applicants who were not fitted for one position eventually fitted in another.

By rejecting candidates with an email, you give closure to a candidate and eliminate some of the uncertainty and frustration that often accompanies the recruitment process and positions Rivermate as a caring employer who upholds transparency and professionalism in recruiting.

This would mean my advice to companies trying to incorporate this approach: automate early-stage rejections but make it more personalized later on. Also, standardization of feedback templates is helpful for consistency and saves time for your HR team.

Ryan T. Murphy
Sales Operations Manager, Upfront Operations

As CEO of Upfront Operations, a fractional sales enablement firm, I ensure we provide feedback for all candidates. We value transparency and believe rejected applicants deserve respect.

Constructive feedback helps candidates improve for the next role. Even when we can’t extend an offer, candidates gain a positive view of our hiring process. This goodwill strengthens our employment brand and attracts higher quality candidates, reducing time-to-hire.

For example, a recent marketing candidate lacked experience with our core tools. We explained our needs transparently but suggested resources to build those skills. Though disappointed, the candidate appreciated our candor and professionalism. They now follow us on LinkedIn, demonstrating the value of courteous communication.

Some companies avoid rejections due to time or legal concerns. However, the benefits of a caring, efficient process outweigh costs.

For instance, providing high-level feedback adds mere minutes per applicant but yields a strong candidate pool, higher offer acceptance rates, and word-of-mouth referrals.

With the right approach, communicating rejections can become a key recruitment tool.

Mary Zhang
Head of Marketing and Finance, Dgtl Infra

At DtglInfra, we’ve made it a priority to communicate with all job applicants, including those we don’t move forward with. It’s not just about courtesy – it’s a strategic decision that’s paid off in multiple ways.

We send personalized rejection emails to every candidate who reaches the interview stage. For earlier stage rejections, we use a well-crafted template that offers constructive feedback. This approach has led to a 30% increase in positive company reviews on job sites, boosting our employer brand.

Surprisingly, some rejected candidates have become valuable networking connections or even clients. We had a case where a rejected software engineer referred us to her current employer, resulting in a major contract for our cloud services.

Be genuine and respectful. We’ve found that treating all candidates well, regardless of outcome, creates a positive ripple effect in our industry network. It’s a small effort that yields significant long-term benefits for our talent pipeline and business relationships.

Alex L.
Founder, StudyX

We usually inform all applicants of their interview results, regardless of whether their application is approved or rejected.

We believe that job hunting is a two-way process of choice. Whether the result is good or not, promptly informing applicants shows our company’s respect and professional attitude.

Clear communication and feedback can also help enhance the company’s reputation, as applicants may share their job application experiences with others.

At the same time, if applicants ask about the reasons for rejection, we also provide them with brief suggestions. We hope to help them improve their abilities for later job applications or find a more suitable job direction.

In addition, applicants may frequently follow up on results if they are not informed timely, which may increase the work of the HR team. Early notification can reduce these unnecessary communications.

Amrutha Murali
Senior People Operations Specialist, Codilar Technologies

In our experience, a well thought out hiring process can reassure rejected candidates that they are making progress. While one door may close, it often opens up ten new opportunities just waiting to be explored.

In our organization, we strive to support rejected candidates by reassuring them that while one door may close, you could lead to ten new opportunities.

To achieve this, you need to maintain transparency and fostering a positive candidate experience throughout the recruitment process, even for those who are not selected.

For rejected job applications, our HR team ensures that applicants are informed of the decision, typically through an email or a phone call.

By closing the loop, we leave the door open for potential future opportunities and help candidates gain closure, which is part of our commitment to treating all applicants with respect.

Many candidates who aren’t the right fit for one role could be a good match for other roles in the future. By maintaining a good relationship through open communication, we keep the door open for future collaborations.

On the bright side, a thoughtfully handled rejection can spark referrals or recommendations from the candidate. Taking some extra time with people well can yield a high ROI, even if it isn’t immediately apparent and calculated.

The HR Spotlight team thanks these industry leaders for offering their expertise and experience and sharing their insights.

Do you wish to contribute to the next HR Spotlight article? Or is there an insight or idea you’d like to share with readers across the globe?

Write to us at connect@HRSpotlight.com, and our team will help you share your insights.

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How Leaders Are Redefining Retention in a Remote Environment

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How Leaders Are Redefining Retention in a Remote Environment

Kelly Chan
Marketing Manager, Kinore

As the marketing manager at an accounting firm that’s mostly remote, I’ve found that tackling challenges like isolation and disengagement is all about building connections.

One of my favorite moves is scheduling regular virtual check-ins. These aren’t just about going over tasks; I make sure everyone shares a personal win or a funny story. It’s like bringing a little warmth into our screens, and it really helps everyone feel part of the team.

We’ve also started having informal hangouts—think virtual coffee breaks or even game nights. Just the other day, we played a quick trivia game, and it was a blast! It reminded us that we’re not just colleagues but friends too. Plus, I love our “shout-out” channel where we can give props to each other for hard work.

When we brainstorm marketing ideas together, it’s incredible to see everyone’s enthusiasm. By focusing on relationships and open chats, we’ve built a remote culture that feels tight-knit and energized, even from a distance.

Jim Christy
Managing Director, Midwest Cards

At our company, we value flexibility and understand that remote work can pose challenges like isolation and disengagement. Our go-to strategy for overcoming these challenges is fostering a strong sense of community and purpose among our team members.

We ensure regular communication through video calls, not just for work-related meetings but also for casual check-ins. This helps maintain a personal connection.

Additionally, we focus on clear goal-setting and recognize achievements regularly to keep everyone motivated.

The biggest challenge is maintaining that sense of camaraderie, so we invest in virtual team-building activities and encourage feedback to continuously improve our remote work environment.

George Burgess
Serial Entrepreneur, Modern Day Talent

One of the most effective strategies I’ve found is keeping regular, meaningful check-ins.

Since we operate with a fully remote team and hire remote staff for our clients, we’ve learned that daily group check-ins, once or even twice a day, foster a sense of connection and keep everyone engaged.

These sessions help bridge the gap and create a space where the team feels supported and connected, ensuring we stay aligned despite the distance.

Aurelija Gintaliene
COO & Co-founder, Breezit

When we were a fully remote operation, one of the biggest issues we experienced was miscommunication because there were limited in-person interactions. This led to many misunderstandings and a lack of collaboration with other team members.

We overcame this by putting in place daily check-ins and using instant communication tools that allowed us to provide each other with real-time updates about the projects we were working on. As a company helps clients coordinate their events, it is important that all information is correct and relayed on time to prevent issues from occurring.

Another issue that we faced was employees feeling lonely and isolated because of the lack of in-person interaction.

To overcome this issue in particular, we created more virtual social activities like team building sessions or informal catch-ups so that team members can connect with each other and work better with each other.

Jordan Anthony
Registered Dietitian, Ahara

One of our biggest challenges when we switched to remote teams was finding effective ways to evaluate those workers and provide feedback.

What we’ve eventually found works best for them and for us is setting up clear, concrete, specific performance metrics that are based on deliverables rather than intangible factors.

This helps our remote workers to know exactly what’s expected of them and exactly where they stand, even when they can’t be in every meeting.

Joe Bowab
CEO & Founder, Lobster Anywhere

Running a remote or hybrid model of working provides you with an opportunity to emphasize and encourage a healthy work-life balance among your teams, but this isn’t always possible.

It is very easy for the lines between professional and personal time to get blurred. If individuals in your team do not know how to manage their time properly, it can lead to burnout or a lack of productivity.

Team leaders need to promote a healthy work-life balance by encouraging boundaries being set, ensuring employees take breaks and that they log off when not working.

Some of the ways to encourage a work-life balance is through offering flexible hours which makes room for personal commitments and ensuring personal well-being.

Another way to boost employee morale would be through creating a recognition program to highlight achievements by individuals.

Conduct constant performance reviews to work together with employees about their progress which will allow them to feel valued and appreciated.

Brett Bennett
Director of Operations, PURCOR Pest Solutions

I once rehired someone who worked for me previously. This person had worked for me for about a year, but then ended up moving. They didn’t move too far away – just to a new house that made the commute longer than they could justify. Well, once remote work became a solidified way of working for us, that person reached out to me to see if they could have their old job back. Luckily, we actually had an opening at the time! I gladly rehired them. I knew I could trust them to do the job well since they already had, plus the onboarding time was cut down to practically nothing.

Matt Erhard
Managing Partner, Summit Search Group

The challenge: Providing career pathways and growth/advancement opportunities.

A lack of advancement and career development opportunities is one of the most common reasons that job seekers we work with give for leaving a fully remote position. This has been an ongoing challenge for remote workers, and is one that companies often fail to address.

I think it’s tempting to treat remote workers like freelancers or contractors since they work more independently, but the truth is they need to be provided with the same opportunities for promotions, raises, and skill development as in-office workers.

The first solution I’d propose to this is to make sure that managers of remote teams are meeting with their reports regularly one-on-one.

This gives them a chance to talk about the employee’s career aspirations and how they see their future unfolding with your company in an ideal world.

You can also better identify the areas where they have weaknesses, or the skills that they could develop to become even better in their roles. Helping them strengthen in those areas can help them toward their career goals, and they’re more likely to stay on your team if they feel like they’re making forward progress.

Peer mentorship can also be very beneficial for remote workers, especially those who are early in their career.

One option is to use a “workplace buddy” system, where younger workers are paired with more senior colleagues who can give them guidance on ways to further their career, or answer any questions they have about how to position themselves well for potential promotions.

Finally, make sure that you don’t forget about your remote employees when offering things like upskilling, professional development seminars, optional training, or attendance at industry events.

Even if you can’t offer these in a hybrid format, employees who are committed to their career growth will often be willing to travel into the office, or travel to events like conferences, even though they normally work from home.

The bottom line is that you’ll be more likely to hang on to your top remote employees if they get the same opportunities to grow with your organization as someone who works in the office.

Soumya Mahapatra
CEO, Essenvia

One of the things I always try to make clear to my remote employees is that we have no one-size-fits-all policy for working hours or communication style. Our goal is to develop a schedule that works for them and still meets our business goals. By making these things a negotiation instead of an imposition, I can enable my employees to live their lives and work when and how they do so most effectively.

Clarke Duncan
Founder, OutsourcingStaff

In a fully remote team, the biggest challenge we face is combating feelings of isolation and disengagement. To address this, our go-to strategy involves fostering a strong sense of community and regular communication.

Regular Check-Ins: We have frequent one-on-one meetings and team check-ins to ensure everyone feels connected and heard. This helps in maintaining a personal touch even in a virtual environment.

Virtual Social Events: Scheduled virtual events such as game nights, coffee chats, and team-building activities play a crucial role in breaking the monotony and building camaraderie among team members.

Transparent Communication: Keeping the team informed about company goals, challenges, and achievements through regular updates fosters a sense of inclusion and purpose.

Mental Health Support: We provide resources and support for mental health, encouraging employees to take breaks and prioritize their well-being.

Professional Development: Offering opportunities for continuous learning and growth helps in keeping the team motivated and invested in their roles.

By implementing these strategies, we have noticed significant improvements in employee satisfaction and retention. The key is to create an environment where team members feel valued and connected, despite the physical distance.

The HR Spotlight team thanks these industry leaders for offering their expertise and experience and sharing their insights.

Do you wish to contribute to the next HR Spotlight article? Or is there an insight or idea you’d like to share with readers across the globe?

Write to us at connect@HRSpotlight.com, and our team will help you share your insights.

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Boomerang Employees: Leaders Share Inspiring and Insightful Stories – Part 2

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Boomerang Employees: Leaders Share Inspiring and Insightful Stories - Part 2

Ray Lauzums
Owner, Poggers

I returned to a previous employer after leaving due to burnout and a lack of growth opportunities. At the time, I felt stagnant and needed to explore other avenues to challenge myself.

However, after gaining new skills and a fresh perspective in a different company, I realized the value of the culture and mentorship I had at my old workplace.

When a leadership role opened up, I returned because I saw an opportunity to contribute in a more meaningful way.

The experience has been positive—I now feel more empowered, appreciated, and am thriving in my career.

Aji Abraham
CEO, Code Ventures

I’ve personally experienced returning to a former employer early in my career. When I left at first, it was because I wanted to seek out new challenges regarding entrepreneurship, as I saw the value of working on my own ideas and taking on responsibility. Still, I went back after two years because I saw how important it is to be in an empowering environment and work with great teams that helped me grow even faster.

This was a positive change—It was like being the same person, only that I had a new set of knowledge and skills, hence better productivity. There must also be organizational culture in which an individual grows within the whole working life of the individual or career life of that person.

Richie Bevan
Author & Blogger

Ultimately what determines your experience when returning to a previous employer is your attitude and approach.

When returning to a previous employer you have to appreciate whilst you have been elsewhere, things will not have stood still. Former colleagues may have moved on, people will have been promoted, and the company culture and objectives may have changed too. All of these means whilst there are some familiarities to before, you must treat it like it’s a new job. You need to listen out for what’s different and build/re-establish all your relationships.

I’ve returned to previous employers twice, the first time was a disaster, I acted as if I’d never been away, and underplayed how much people had changed. The second time it was much better, I acted like it was my first day ever at that company.

Megan Shi
OrangePoint Design

I left my full-time job during the pandemic due to burnout.

After two years, I returned as a contractor and found the experience to be largely positive. The break allowed me to gather essential tools for creating a better work-life balance. I became more grateful for my job and gained clarity on what I enjoyed—the work itself—versus what I didn’t like, such as the long hours. I discovered that contracting was a better fit for my lifestyle.

Additionally, I found a passion for lifelong hobbies that help ground me and provide balance during overwhelming work periods. This experience has positively reshaped my perspective on work and fulfillment.

Alex L.
Founder, StudyX

A friend of mine had been with a company for two years, contributing significantly to its success. However, due to personal health concerns, she decided to resign and take a break to travel and recuperate.

After three months of rejuvenation, the company’s CEO, who was undergoing an industry boom and expanding the team, reached out with an offer to rejoin.

The company’s sincere gesture and the friend’s recognition of the company’s potential swayed her. The decision to return was also driven by the alignment of her career goals with the company’s growth trajectory. With a renewed sense of purpose and vigor, she accepted the offer and returned to the company.

Julia Lozanov
Chief Editor, Verpex

I observed a coworker return to Verpex after a two-year absence. She initially quit owing to burnout and a desire to take on new tasks. She wanted more responsibility and prospects for advancement, which we couldn’t offer at the time.

However, after acquiring significant experience elsewhere, she realized that Verpex’s culture and principles were more in line with her aspirations. She missed our collaborative environment and valued the flexibility we provided.

Upon her return, she mentioned our company’s evolution, new initiatives, and expanded professional development opportunities as major draws. Her return brought new perspectives and experience, which benefited our team.

We’ve since created more flexible growth paths and health efforts to avoid similar exits. Her boomerang experience highlights the need of responding to changing employee needs while keeping solid relationships.

Brett Bennett
Director of Operations, PURCOR Pest Solutions

I once rehired someone who worked for me previously. This person had worked for me for about a year, but then ended up moving. They didn’t move too far away – just to a new house that made the commute longer than they could justify. Well, once remote work became a solidified way of working for us, that person reached out to me to see if they could have their old job back. Luckily, we actually had an opening at the time! I gladly rehired them. I knew I could trust them to do the job well since they already had, plus the onboarding time was cut down to practically nothing.

The HR Spotlight team thanks these industry leaders for offering their expertise and experience and sharing their insights.

Connected Post:
Boomerang Employees: Leaders Share Interesting Stories and Insights – Part 1

Do you wish to contribute to the next HR Spotlight article? Or is there an insight or idea you’d like to share with readers across the globe?

Write to us at connect@HRSpotlight.com, and our team will help you share your insights.

Recent Posts

Boomerang Employees: Leaders Share Inspiring and Insightful Stories – Part 1

by

Boomerang Employees: Leaders Share Inspiring and Insightful Stories - Part 1

Ben McInerney
Certified Arborist & Founder, GoTreeQuotes

Meet Sarah, a brilliant arborist who started her career with us as a fresh-faced graduate. Her passion for trees was as evident as the rings in an old oak. For three years, she flourished, climbing the ranks as swiftly as she scaled trees. But like a seedling seeking sunlight, Sarah felt the pull to explore new horizons.

With a heavy heart, I watched her leave to join a larger corporation. It was like losing a prized branch, but I knew her growth was inevitable. Sarah’s departure left a gap in our team, much like a fallen tree in a forest canopy.

Two years passed, seasons changed, and our paths crossed again at an industry conference. Sarah’s eyes lit up as she spoke about her time away, but I sensed a longing in her voice. She missed the close-knit team, the hands-on approach, and the direct impact she had on people’s lives at GoTreeQuotes.

When I offered Sarah a chance to return, not just as an employee but as our Head of Arboricultural Education, she jumped at the opportunity like a squirrel to a bird feeder. Her experience at the larger firm had given her new perspectives, which she now eagerly applied to nurture our growing team.

Sarah’s return was like witnessing the rebirth of a forest after a fire. She brought fresh ideas, reinvigorated our training programs, and helped us branch out into new areas of tree care education. Her journey had come full circle, and like a tree with deep roots, she stood stronger than ever.

This experience taught us the value of maintaining connections and fostering an environment where people can grow, leave, and return enriched. It’s a testament to the nurturing culture we’ve cultivated at GoTreeQuotes, where every team member can put down roots and reach for the sky.

Jonathan Velarde
Co-founder, ParkingPros

As the co-founder of Parking Pros, I’ve had employees return after finding opportunities elsewhere. One of our top attendants, Clay, left for a few months to pursue a new career path but ended up missing the work environment and camaraderie of our team.

He reached out and asked if he could return, and I welcomed him back immediately.
In Clay’s case, the decision to leave was due to wanting a change of pace and more consistent hours. However, he found his new role lacked the level of activity and social interaction he had become accustomed to in his position with us. His reason for returning was simple – he missed the work, team, and flexibility that Parking Pros provided.

For us, having a top employee return was ideal. Clay needed no retraining, and his skills and experience were an asset. The short time away gave him a new appreciation for the company and role. Allowing strong employees to return after a brief departure can benefit both parties. In Clay’s case, and with the right person, it has been a very good experience for our company.

Liam Wilson
Editor in Chief, Lottery ‘n Go

We had this whiz kid from India working for us just as a contractor when we first started out and she was super smart especially when it came to analytics and making sense of all our data on lottery odds.

But you know how it goes, the allure of a permanent gig with all the trimmings such as health insurance, and paid vacation is like catnip for contractors, especially if you have a lot of family commitments so off she went to the corporate world, leaving us behind to struggle on without her.

Fast forward to the beginning of this year, and what do you know, an email pops up in my inbox, and it’s her, asking if we’ve got any work going. Turns out, working for the big guns didn’t suit her vibe and she said she felt like she was in a fishbowl, with every move monitored and scrutinized.

So, we brought her back on board, this time as a full-timer now that we’re much more established and it’s been like she never left.

It just goes to show that sometimes the grass isn’t greener on the other side and it’s a reminder that freedom and flexibility can be worth more than all the corporate perks in the world.

Karan Tiwari
Business Analyst, FlexiPCB

A few years ago, I decided to quit a job I was doing with a leading marketing firm; I had spent three fulfilling years with it.

Actually, the reason I quit the job was my desire to explore new horizons and plunge into the up-and-coming world of digital entrepreneurship. The urge inside me developed to build something from scratch, to be my own boss, and I felt that it was the correct stage of my career where I could take such a bold step.

Routine at the firm had started getting monotonous, and though enjoying a very friendly relationship with colleagues and superiors alike, I wanted to have a change in monotony-a new challenge that could rejuvenate my professional life.

However, two years of doing my own business made me reconsider my first decision. Indeed, entrepreneurship taught me valuable lessons in resilience and innovation, yet with it came a continuous feeling of uncertainty and financial instability.

A chance meeting with a long-forgotten colleague introduced me to the significant changes within the firm: new management introducing progressive policies in fostering creativity and work-life balance. A development like that piqued my interest, and it seemed very well-suited for the very problems that had driven me away in the first place.

Returning felt a little like a coming home, but this time to an environment much more conducive to personal and professional growth.

David Weisselberger
Founding Partner, Erase The Case

A former colleague returned to our legal firm after pursuing other options.

Initially, they sought greater responsibilities and new tasks. However, they quickly concluded that our company’s objective and culture better matched their ideals.

Their return provided new perspectives and increased expertise for our staff. During their absence, we had built new processes and technologies that would allow them to get started right away. To guarantee a smooth transfer, we offered a customized re-onboarding program.

This reunion highlighted the significance of keeping ties and reacting to employees’ changing requirements. By embracing their development and desires, we strengthened our team and increased client results.

This event underlined the importance of developing talent and creating a friendly workplace atmosphere.

Daniel Meursing
CEO & Founder, Premier Staff

Returning to a former employer can offer familiarity, but also comes with unique challenges. As the CEO of Premier Staff, an event staffing company that values innovation and empowering our team, I believe the key is to return with a plan to drive positive change.

For example, we recently had a star employee return after exploring an opportunity at a major tech company. Rather than picking up where they left off, we collaborated on a vision for how they could leverage their new experiences to level up our training and development programs. By giving them ownership of this initiative and tying it to clear performance incentives, we were able to channel their talents into making Premier Staff even stronger. It’s been a huge win.

The other critical piece is openly addressing past issues. If an employee left due to workplace concerns, those need to be tackled head-on before welcoming them back. Ignoring elephants in the room helps no one. Leaders have to be willing to acknowledge mistakes, make amends, and commit to doing better.

Ultimately, I believe ‘boomerang employees’ can be an asset with the right approach. Set shared expectations, tailor their role to new strengths, and create space for honest dialogue. Get that right and it’s an opportunity to not just retain talent, but expand your capabilities as a team. That’s how you turn a returning employee into a returning champion.

Eric Neuner
Founder, NuShoe Inc

As the founder of NuShoe, I have experience with employees returning after some time away. A few years ago, one of our top craftsmen decided to try his hand at retail sales. After 6 months, he asked to return to his old position.

I welcomed him back immediately. His skills were invaluable, and in a specialized field like high-end shoe repair, talent is hard to find. The time away gave him a new appreciation for the craft, and his work was better than ever. For the company, it meant retaining an employee we had invested heavily in training.

The key was maintaining a good relationship even after he left. We stayed in touch, so I knew the new job wasn’t the right fit. When he was ready to come back, there were no hard feelings on either side. My advice for anyone in a similar position is to keep doors open. Stay on good terms with former employers and employees. You never know when an opportunity may arise to work together again.

The HR Spotlight team thanks these industry leaders for offering their expertise and experience and sharing their insights.

Connected Post:
Boomerang Employees: Leaders Share Interesting Stories and Insights – Part 2

Do you wish to contribute to the next HR Spotlight article? Or is there an insight or idea you’d like to share with readers across the globe?

Write to us at connect@HRSpotlight.com, and our team will help you share your insights.

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Hiring a Fractional CMO: 11 Leaders Share Insights

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Hiring a Fractional CMO: 11 Leaders Share Insights

Celeste Levitt
Project Manager, ECA Partners

At ECA Partners, we’ve seen firsthand the positive impact that hiring a fractional CMO can have on a company’s overall marketing strategy and long-term growth.

Hiring part-time C-suite talent in general is an economical solution for companies navigating rapid change, managing major projects, or filling a leadership gap. But cost-efficiency is far from the most persuasive reason to hire a fractional CMO.

Instead, companies should consider how these executives offer a unique blend of agility and specific expertise that can be tailored to their particular needs and challenges in the moment.

Companies can opt to hire fractional CMOs not solely for their general experience, but for their specialized knowledge, niche industry connections, and expertise in field-specific data analytics.

This hiring strategy can therefore allow marketing teams to maximize the potential benefits of a CMO.

Jim Kreinbrink
CEO, Hyper Dog Media

As the president of an SEO agency, I understand the value of a fractional CMO, especially for businesses operating on a tight budget or in their growth phase. Hiring a fractional CMO provides the benefit of gaining high-level expertise without the long-term commitment or cost of a full-time executive.

However, the primary drawback rests in their lesser involvement in daily operations compared to an in-house CMO. This means a potential lack of understanding of the company’s vision, culture, and team dynamics. I believe the decision to hire a fractional CMO needs to be influenced by company size, business growth phase, and most significantly, the specific marketing needs of the business.

Anna Parvatova
Brand Manager and Creative Director, SNS Nails

I can see how a fractional CMO can be valuable in specific cases. In particular, it would make so much sense in a startup that’s starting to dip its toes into scaling and expansion but doesn’t have the resources yet to hyper-specialize. A fractional CMO can fill in the void left by a non-existent marketing team to make sure the organization’s marketing goals are strategized and delivered.

However, I don’t think of a fractional CMO as a permanent solution. Eventually, the organization will have to think of building its internal marketing team that’s fully committed to the organization’s goals and voice. Any company that gets stuck with a fractional CMO for an indefinite time is either not growing or getting itself stuck in a bottleneck.

That doesn’t take away from the immense value that a CMO brings to the table, however. As is the case with the fractional CFO, a fractional CMO allows an organization to leverage industry-leading expertise for a fraction of the cost of hiring an internal team.

Ryan Keiffer
CEO, Track 2 Consulting

Most smaller companies (less than $20M) and non-profits of all sizes don’t have the budget to hire a full time CMO. But they’re at a distinct disadvantage to larger competitors if they have no C-level marketing insight to guide them. A fractional CMO engagement gives them that critical strategic leadership, whether the need is for 10% or 75% of a full time CMO.

Our Fractional CMO clients get tremendous value from our work leading their strategy, optimizing their marketing staff and vendors, avoiding costly missteps, and maintaining focus and energy on the bigger picture: purpose, effectiveness and results.

And, as a Fractional CMO, our clients can trust that we are focused purely on their best interests because we have no interest in encouraging them to spend more money on marketing. We receive no financial incentives or kickbacks from any vendors or other marketing expenditures.

Joy Bian
Sales and Marketing Manager, RELYIR

As the Marketing Manager for a globally recognized artificial grass manufacturer, I see the potential value in hiring a Fractional CMO. The strongest influence on this perspective is the potential for obtaining high-level guidance and expertise without the full-time investment.

For instance, in the dynamic and competitive artificial turf market, having a Fractional CMO ensures we benefit from top-tier marketing strategies and innovation, while also maintaining financial prudence. Plus, it holds the possibility of bringing an external view into existing processes, which can prove beneficial in identifying improvement areas or untapped opportunities.

Therefore, in scenarios where the company is expanding or transitioning, this hire could provide key strategic insights with the flexibility to scale back when necessary.

Lens Watson
Public Relations Manager, ELEHEAR

The idea of hiring a fractional CMO can be highly beneficial for businesses like ours at ELEHEAR, where innovation drives us. When we deal with niche technology like hearing aids, the need for specialized marketing insight is paramount.

A fractional CMO brings diverse industry experiences to the table, contributing to a fresh perspective that helps in strategizing our marketing efforts. They offer tailored advice, focusing exclusively on areas that need improvement. That being said, businesses need to be ready for a high degree of adaptability that this position demands, due to its very nature of offering fractional time and attention.

Saugat Adhikari
Co-Founder, Magical Nepal

Drawing from my digital marketing background, I’d assert that hiring a Fractional CMO can be an excellent strategy depending on a company’s needs.

The most significant advantage is the wealth of experience brought to the table. Fractional CMOs often come with years of diverse experience across industries, enabling them to develop and execute versatile strategies effectively. They provide startups and SMEs access to top-tier marketing expertise that may be financially unviable to maintain full-time.

Conversely, the critical drawback is the lack of full-time availability. This limited engagement may result in less commitment and fewer contributions to the culture and inner workings of the organization.

Therefore, whether or not a Fractional CMO is a good fit largely depends on the specific needs, budget, and long-term goals of the company.

Greta Maiocchi
Head of Marketing & Admissions, OPIT

As the Head of Marketing and Recruitment at OPIT, I see significant advantages in hiring a Fractional CMO, especially for start-ups and mid-sized companies.

The most compelling point in favor is access to top-tier marketing expertise at a fraction of the cost. A fractional CMO can bring industry insights, strategic direction, and a vast network without the full-time commitment. This means companies benefit from the strategist’s knowledge and experience, which can efficiently drive marketing efforts and facilitate growth.

However, it’s important to ensure the CMO understands the company’s vision and culture, as alignment here is crucial for success.

So, while the cost efficiency is a major pro, the potential lack of cultural understanding could be a con to consider.

Sarah Mitchell
Marketing Director, Relyir

From my perspective, one key factor shaping my view is the access to high-level expertise that may otherwise be financially strenuous for small to mid-sized businesses.

By hiring a Fractional CMO, companies can tap into a wealth of knowledge and experience to implement strategic marketing goals without having to bear the full-time executive salary.

However, the potential downside could be a lack of deep understanding of the company’s unique culture and objectives because of their divided attention between multiple clients.

It’s essentially a balancing act between acquiring top-tier expertise and maintaining an in-depth understanding of your business.

Peter Lewis
CEO, Strategic Pete

One thing they often appreciate is the ability to get high-level marketing expertise right when they need it, without the full-time commitment.

For example, a client of mine needed to overhaul their go-to-market strategy for a product launch but didn’t have the budget or need for a full-time CMO. We worked together for six months, nailed the launch, and then they scaled back once they were on solid ground.

On the flip side, a potential downside is ensuring everyone’s on the same page. If the company’s goals aren’t crystal clear, or if the team’s not aligned, it can create some disconnect.

I’ve seen this happen when the objectives aren’t well-defined—suddenly, you’re not sure if you’re rowing in the same direction. That’s why upfront clarity and regular check-ins are non-negotiable.

David Sides
PR Marketing, Gori Law Firm

In my experience, the strongest pro for hiring a Fractional CMO is the access to high-level marketing expertise without the full-time cost. As a law firm, we need sophisticated marketing strategies, but we don’t always need (or can’t always afford) a full-time CMO. A Fractional CMO brings a wealth of experience from various industries, which can lead to fresh, innovative ideas for our firm’s marketing.

They can help us stay current with digital marketing trends and provide strategic guidance on our overall marketing approach. This is especially valuable in the competitive legal field where standing out is challenging. We’ve found that a Fractional CMO can give us the strategic oversight we need while allowing our in-house team to handle day-to-day execution.

However, it’s important to find someone who can truly understand the unique aspects of legal marketing and our firm’s specific needs. The right Fractional CMO can significantly boost a law firm’s marketing efforts, providing expert guidance without the need to hire a full-time executive.

This approach offers flexibility and specialized knowledge that can really make a difference in how we reach and engage potential clients.

The HR Spotlight team thanks these industry leaders for offering their expertise and experience and sharing their insights.

Do you wish to contribute to the next HR Spotlight article? Or is there an insight or idea you’d like to share with readers across the globe?

Write to us at connect@HRSpotlight.com, and our team will help you share your insights.

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