Learn how to apply a human-centric strategic approach to your business, recruitment, and marketing efforts during periods of disruption. Here's what you need to know  How are you and your business coping in the age of COVID-19? We’re all having to adapt at an unprecedented pace in order to survive. How your business responds to the pandemic has the potential to reflect on your company for years to come. Three experts in business, recruitment and marketing will discuss approaches to: Understanding the difference between culture and performance culture and why both are important Navigating the complexity of human resources and recruitment during a crisis Defining your brand today while building customer loyalty for the future Apply these tips and strategies today and be prepared for future disruptions.

1. 1Spodek & Co.

2. Audience
Who this presentation is for:
• Business owners with staff or gearing up for staff.
• Talent and HR professionals
• Marketing professionals who create the voice for
your brand.
2Business Survival Strategies

3. Deliverables
Strategies to improve:
• Your recruiting process
– To ensure you have the best team in place
• Your current culture
– To maximize the results from your team and company
• Your image in the digital world
– To communicate your brand and culture accurately
3Business Survival Strategies

4. Setting Expectations
• A lot of information to cover in less than 60 minutes!
• Grab three action items you can implement right away.
• Webinar will be recorded and shared in a follow-up email.
4Business Survival Strategies

5. 5Business Survival Strategies

6. Company Culture – What is It?
• It’s your company’s personality.
• Culture defines the environment in which your team works.
• It’s how people act and collaborate with each other.
• It’s your mission statement acted out.
• Values, ethics, expectations and goals.
• It’s not only internal, it’s also external.
6Business Survival Strategies

7. Culture in Crisis
• Emotions are high.
• Decisions need to be made quickly.
• True colours come out.
7Business Survival Strategies

8. Company Culture – A Must Have
1. It defines you – internally and externally.
2. It lives (or kills) your company’s core values.
3. Attracts and retains the right people on your team.
4. Direct impact on company performance.
5. Makes your company more valuable.
8Business Survival Strategies

9. It Defines You – Internally & Externally
• This is how your employees feel.
• This is what your customers/clients see.
• This is what your customers/clients feel.
• Extends even deeper to vendors, families, etc.
9Business Survival Strategies

10. It Lives (Or Kills) Your Company’s Core Values
• Values guide decision-making and a sense of what’s important
and what’s right.
– Focus on strengths of company
– Short in nature
– Speak to your audience
– Engage emotion
• It’s critical to have these aligned or it can backfire.
10Business Survival Strategies

11. Attract and Retain Top Quality Staff
• Ability to find.
• Ability to retain.
Culture affects overall cost of recruiting and retaining.
11Business Survival Strategies

12. Sets the Performance Stage
• Culture has a direct impact on employee
performance and employee well-being.
• Setting performance culture:
– Hard work is celebrated and challenges are tackled at the
same time as having fun and being fulfilled in their
professional lives.
12Business Survival Strategies

13. Increase Value of Your Company
• Staff.
• Customers/Clients.
• High-Performing Team.
= HIGHER VALUE
13Business Survival Strategies

14. What is Your Company Culture?
• What are three words you use to describe
your company culture?
• Break those down to the “why” you used
these words.
• Is this in line with your core values? Attract
and keep performing staff?
• Are your customers/clients ecstatic and
singing your praises?
14Business Survival Strategies

15. Additional Tools
15Business Survival Strategies

16. 16Spodek & Co.

17. How Can You Compete in this New
Talent Market?
1. Know your story, and sell it.
2. Find your target audience.
3. Identify talent vs. experience.
4. Communicate your employer brand.
5. Stop hiring from your competitor.
17Business Survival Strategies

18. Find Your Target Audience
• Establish who the “ideal” candidate is for the role and your
company.
• Determine if you’re hiring based on experience or potential.
• Make candidates aware of growth opportunities.
• Understand what industry talent is looking for.
18Business Survival Strategies

19. Know Your Story and Sell It
• Communicate your company’s vision, defined
mission, growth plan, and operational strategy.
• Talk to your potential hires in the same language
you would use to attract investors.
• You are asking talent the same thing as investors –
to invest and commit to your business.
• Sell the opportunity.
19Business Survival Strategies

20. Stop Hiring From Your Competitors
• It isn’t always necessary to recruit from your competitors.
• Eighty percent of B2B brands have never been heard of.
• Can your employment brand compete with the big names?
• Google? Microsoft? Amazon?
• Not likely, but even if you aren’t as well known, you can still
compete for talent by understanding what leaders want.
20Business Survival Strategies

21. 21Spodek & Co.

22. How Will Your Business Be Remembered?
The way we conduct ourselves and our businesses
during this time will live long past the period of
disease outbreak.
22Business Survival Strategies

23. “How companies respond …
is going to define their brand
for decades.
If you rushed in and somebody got sick,
you were that company. If you didn’t
take care of your employees or
stakeholders and put them first, you
were that company.”
- Mark Cuban
23Business Survival Strategies

24. Brand Management & Crisis Communications
A public message from an unhappy client can have
extreme consequences for brands and
businesses, regardless of that person’s online
following or clout*.
*Not to be confused with Klout.J
24Business Survival Strategies

25. "They're worthless," he added. "I don't trust them anymore.”
– Chris Brennan, Bike Forums user, 2004
• A simple post from an online forum made the front page of the
New York Times!
• The impact: a 50-year-old bike lock design was rendered
useless = ramifications for Kryptonite (rapidly went from issue to
crisis.)
Consider Kryptonite Bike Locks
Business Survival Strategies

26. “Your brand-new U-Lock is not safe.”
– Chris Brennan, Bike Forums user, 2004
Consider Kryptonite Bike Locks
Business Survival Strategies

27. Business Survival Strategies

28. • Kryptonite responded by rushing a more secure bike lock
design to market and shared details on how customers could
upgrade…
and…
• Kryptonite covered the cost.
Kryptonite’s Response
Business Survival Strategies

29. • The power of mentions.
• Tagging the right people at
the right time can have big
impacts on a brand and
influence important decisions.
Business Survival Strategies

30. • When developing issues management
policies for your business, consider a
social media user’s “clout”
• Don’t discount the reach of a simple
tweet – even if the tweeter has a small
following with little engagement –
their tweet may get in front of the
right eyeballs.
What is Influence, Really?
Business Survival Strategies

31. • Pusateri’s issued a statement claiming it was “nothing more than an
oversight”.
• The statement wasn’t well-received online and seemed insincere.
• Members of the local community suggested Pusateri’s apology
would have gone much further had they made a charitable donation
show their sincerity.
Actions Matter
Business Survival Strategies

32. “We are sorry.”
Those three words when said with authenticity are often all it takes
to apologize in a way that feels sincere to customers.
Three Words…
Business Survival Strategies

33. How can you be helpful and useful to your customers?
Tips
Business Survival Strategies

34. Brands Currently Making a Positive Impact
Business Survival Strategies

35. Brands Currently Making a Positive Impact
Business Survival Strategies

36. Smalls Brand Can Make a Positive Impact
Business Survival Strategies

37. As entrepreneurs and business owners, let’s use this time as an
opportunity to give back and support our communities the best
ways we know how.
Be helpful
Be useful
Show Your Support
Business Survival Strategies

38. Book a free 30-minute consultation – details to follow.
Tina Moser, Cultivate Advisors
tina@cultivateadvisors.com
Jamie Hoobanoff, The Leadership Agency
jamie.hoobanoff@leadershipagency.com
Eden Spodek, Spodek & Co.
eden@spodekandco.com
Thank you!
Business Survival Strategies

39. 39Business Survival Strategies