Culture Connects In the News
FAST FACTS:
The Changing Face of the U.S. Workforce

Web Advertising Clicks & Clunkers

CultureConnects' Baker Invokes the"V" Word
Fast Company, October 2000, Issue 39
The Last Frontier: Managing Organizational Culture
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FAST FACTS: The Changing Face of the U.S. Workforce

Available, qualified employees: the pool is shrinking, and the key is to know where to look. According to labor statistics, available workers increasingly will be older, female and from diverse ethnic backgrounds. The following is an excerpt from the most recent (11/30/99) Bureau of Labor Statistics report on 1998-2008 employment projections:

The supply of workers, the labor force, is projected to increase by 12 percent over the 1998-2008 period...a somewhat lower growth rate than the 13 percent increase over the previous 10-year period, 1988-98.

* The labor force age 45-64 will grow faster than the labor force of any other age group as the baby-boom generation (born 1946-64) continues to age. The labor force 25 to 34 years of age is projected to decline by 2.7 million, reflecting the decrease in births in the late 1960s and early 1970s.

* The labor force participation rates of women in nearly all age groups are projected to increase. Men's labor force participation rates for 5-year age groups are projected to remain relatively constant, but aggregate participation is projected to continue to decline as the population shifts to older age groups that have lower participation rates. As a result, the women's labor force will grow more rapidly than the men's, and the women's share of the labor force will increase from 46 percent in 1998 to 48 percent in 2008.

* The Asian and other labor force and the Hispanic labor force are projected to increase faster than other groups, 40 percent and 37 percent, respectively, because of high net immigration and higher than average fertility. The black labor force is expected to grow by 20 percent, twice as fast as the 10 percent growth rate for the white labor force.

* The Asian and other share of the labor force will increase from 5 to 6 percent and the Hispanic share from 10 to 13 percent. White non-Hispanics accounted for 74 percent of the labor force in 1998. Their share of the labor force in 2008 will decrease modestly to 71 percent.

* By 2008, the Hispanic labor force will be larger than the black labor force. Source:
http://stats.bls.gov/news.release/ecopro.nr0.htm highest unemployment rate in the U.S. is among persons with disabilities? It currently stands at about 70%

Another sizable undertapped labor market: persons with disabilities. Unemployment among this group currently stands at about 70%. Source: http://www.ahedd.org

CultureConnect's Baker Invokes the "V" Word

It's tried and true marketing advice, wrapped in a compelling new metaphor, operating in a shiny New Economy. CultureConnect's Michele Baker responds to the "How to Unleash Your Ideavirus". Her letter is published in the Oct. 2000 issue--#39—of Fast Company:

Fast Company October 2000 Issue Cover" 'Ideavirus'--it's a disease metaphor, after all. Yes, it works. But I like that other V word, too. Value. Find a way to build in value and the idea will still be alive and kicking after the fever wears off."

What's your ideavirus? Submit to CultureConnect's "Best Practices" and receive a free e-copy of our executive white paper, "Recruiting and Retaining Good Employees: A Marketing View". To submit, see "Best Practices" below.

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FAST FACTS: Web Advertising Clicks & Clunkers

You’ve learned to ignore those ubiquitous web banner ads; and so has almost everyone else. Banner click-through rates are only 0.5% for home-based surfers, on average. Even less--0.25%--for work-based surfers. (Source: Nielsen NetRatings)

Although online advertising grew 74% this past year, web banner advertising is down 59%. To make the most of web advertising, consider the following tips:

§ Use streaming-media ads as opposed to the simple Web banners. Streaming ads are almost five times better, as measured by visitor recall. You will also have more success if you advertise on multiple pages of a given site, not just the home page (Source: "Making Online Ads Click" by Stacy Lawrence, The Industry Standard, 12/18/00)

§ Carefully target your audience. It’s just part of a tsunami of advertising media, yet the tidal wave of Internet media is just getting started. “A new domain name is registered every two seconds” says Paul Somerson (Smart Business, 7/00).

§ Complement online advertising efforts with targeted off-line (traditional) advertising. PR. Direct mail. Outdoor advertising. Promotional events and “branding” campaigns. Realize synergy from well-timed and targeted efforts.

§ Keep registering with those search engines, especially the biggies: Yahoo, Alta Vista, and Lycos. Accuracy (no typos, please) and frequency count. You can do the registration yourself, pay to have a service register for you, or pay some search engines directly for “premium” placement.

§ Don’t overlook local markets. Sure, it’s a global economy and a global media. But your current and future customers live in communities and prefer to think (converse, gather, purchase) in a community context.

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