Connect with us

Business Marketing

Burnout is not your staff’s fault, it’s your company’s fault

(BUSINESS MARKETING) Employee dissatisfaction is on the rise, resulting in burn-out from a variety of factors. These could be amenities, company focus, or management.

Published

on

burn-out employee

Have you ever worked at a company only to eventually get completely burned-out? Well, you’re not alone. In fact, the World Health Organization (WHO) has seen so much “burn-out” that they decided the term is actually one that is health-related; more specifically, a disease.

The WHO released this information in conjunction with the International Classification of Diseases (ICD), but a day after the ICD came out, WHO corrected itself, saying it’s actually not a disease, but an occupational phenomenon.

This topic does bring up a good point though – who’s to blame when burn-out occurs – the company or the employee?

There are plenty of people out there who have started a job, one that was exciting and oriented with their goals, only to be completely fed up with the job 6 months later. For some, it may take longer, and for others, it may take less time, but regardless, if you’re truly burned-out, the problem may not be your fault. Actually, it’s quite the opposite.

When Stanford researchers looked into how stress in the workplace can raise health costs and even mortality in the US, they found it led to more spending (almost $190 Billion) and nearly 120,000 deaths each year. Worldwide, over 600 million people suffer from depression and anxiety, which can be a direct result of an inhospitable work environment or a job that’s simply dissatisfying or mundane. Of course there are other reasons for anxiety and depression, but feeling undervalued or unsupported on a job can have a huge impact.

Now here’s where it gets interesting. When the WHO made the mistake of calling the term “Burned-Out” a medical disease (which we now know is not the fact) it got a lot of the community thinking, including myself and Jennifer Moss of the Harvard Business Review. I asked myself who is really to blame for the high burn-out rates we’re seeing? Is anyone to blame?

Having been a victim of this “disease” (Just kidding! Remember, it’s not a disease guys), I know first-hand how hard it can be when the feelings of wanting to give up come a’knockin’. I’ve worked at multiple startups, each of them with their own initial allure and charm. Sometimes, that’s all there is and you don’t realize it until you aren’t happy in your role, which is exactly what happened to me.

You see, my first startup right out of college was super fun. Not only did they care for my needs as a person, but they also nurtured my abilities and eagerness to grow. They were your typical startup with Ping-Pong tables, holiday parties, monthly contests, and so much more. Sounds like a standard startup, right? Maybe, maybe not.

When it finally came time to leave the company for another role, (something they absolutely supported as it pertained to my growth), I quickly realized that not all companies are created equal. The next job I took turned out to actually be a 10-month series of ups and downs. Not only was the job totally different from my last one, but the company itself was highly disheveled and aimless.

Not only was it out of sorts, but the company had zero warm and fuzzy extras I had been so accustomed to. To start, there was absolutely no company culture – something I thrive on. There were no amenities like a fancy pool table or swings, which was totally fine, but alongside this and many other factors, I quickly learned how ill prepared the owner was to make the office a nice place their employees were excited to work.

The management was awful, and the owner was even worse, turning down ideas only to, weeks later, proclaim them as his own. The environment was hostile and there was no time to get to know my co-workers. But in the end, the nail in the coffin was that there was no direction at all – from the owner, management, or co-workers.

When I finally realized that I was burned-out and that my needs weren’t being met, I took an introspective look at myself and asked, “what’s wrong with me?” and after thinking long and hard, I had a moment of clarity. This wasn’t 100% my fault. In fact, it was the fault of the company I worked for.

Now, it may sound like I’m complaining (and to a degree, I am), but my point really is that if you’ve burned-out on a job, and your needs aren’t being met, you’re definitely not alone.

To further illustrate my point, I’d like to bring up Fredrick Herzberg’s dual-factor, motivation-hygiene theory. This theory primarily focuses on motivation and hygiene-related needs in the workplace and how they relate to job satisfaction. Herzberg found that satisfaction and dissatisfaction are in no way tied together and, in fact, are completely independent of one another. This means that it’s entirely possible to be satisfied and dissatisfied in the same job, at the same time – something leadership and management are not always prepared to understand or address.

Moss explains the difference between hygiene and motivational needs. She describes hygiene-related needs as things like “salary; work conditions; company policy and administration; supervision; working relationships; status and security.” On the other hand, she defines motivational factors as pertaining to “challenging work; recognition for one’s achievements; responsibility; the opportunity to do something meaningful; involvement in decision making; and a sense of importance to the organization.”

She explains that much of the time, employees don’t even recognize when the organization they work for has good hygiene, like Apple who has an excellent company culture and freebies for days (I know this from my own personal experience working there). However, when a company has bad hygiene, like what I described earlier, employees typically notice pretty immediately. Frivolous as it may seem, as humans, we’re creatures of comfort. If we’ve been comfortable for a certain period of time, and something related to that comfort is suddenly taken away, that can have a major affect on the employees’ happiness and willingness to push forward. Likewise, feeling unappreciated and underutilized can have the same effect.

As a matter of fact, burn-out can be directly correlated to situations when pre-supposed features in our daily work lives are removed or are missing. For instance, my first startup supplied coffee to all of its employees. If that was suddenly taken away or it didn’t exist at all, there would have been a lot of noise – especially form our coffee-guzzling sales team. The company knew how important this was and took every effort to make sure they gave us coffee.

From there, they raised the bar even further, asking the team what kind of coffee they wanted. This is exactly what it takes to keep employees happy and to prevent them from reaching “burn-out”. Again, it may all seem totally innocuous and low-priority, but from a leadership perspective, they knew perks like this were exactly why their employees liked their job.

Now, you’re probably wondering what it is business owners can do to learn more about burn-out and how they can combat it. The answer: employers should prepare and align themselves with employee needs. There are a variety of ways to figure out what it is your employees want, including surveying them.

Christina Maslach, social psychologist and professor emerita at the University of California, Berkeley, has been studying burn-out for 25 years and is now seen as the foremost authority on the topic. She offers surveys for employees and employers-alike, such as the Maslach Burnout Inventory and Professional Quality of Life Scale.

Aside from that, look at your employees as actual people. Ask yourself what reasonable steps you should take to make your employees happy in their job as well as whether or not you’d be happy in their shoes. If the answer to the second question is “no”, you probably have some serious research and thinking to do.

If you’re an employee, you’re not off the hook yet. You have some homework, too.

What do you need to be happy in the workplace? I challenge you to make a list of your must-haves and to seriously consider whether you’re settling for less.

Rachael Olan is a Texas-based Staff Writer at The American Genius and jack-of-many-trades. She's well known for her abilities in Marketing, Sales, and Customer Service, with a focus on SaaS and eCommerce businesses. Outside of writing, Rachael spends much of her time with her swarm of pets, including a 70 lb tortoise named Frankie.

Business Marketing

The rise of influencer marketing and its effect on digital marketing

(BUSINESS MARKETING) More businesses are planning to invest a larger part of their marketing budgets on more relatable, branded content and influencer marketing.

Published

on

Influencer speaking to camera for marketing segment.

The digital age has created more savvy consumers, and the barrage of advertising on top of the plenitude of content online can be a lot. Many consumers have learned to hide ads or they simply scroll past them to their content of choice. Most business owners know that digital marketing is a crucial part of any ad strategy, and branded content and influencer marketing continues to grow in the market, because consumers see that it’s different from traditional advertising.

Hardly anything stayed the same in 2020, and traditional advertising also has shifted. Advertiser Perceptions reported on the trend for 2021, based on a survey from late 2020.

“More than half of advertisers using paid branded content and influencers say doing so is more critical than it was a year ago. Throughout the second half of 2020, 32% increased spending on branded content and 25% spent more to back influencers. They’re now putting 20% of their digital budgets into the complementary practices, which is more than they put into any other digital channel (paid search is 14%, display 13%, paid social 12%, digital video 12%).”

The benefits of branded and influencer content are that you are speaking to the consumer where they already are, when you choose an influencer. The people who follow their accounts are more likely to trust that the influencer would only share something they like or use themselves. The best matches are when the influencer marketing fits nicely into the kind of content, the voice, and any specialties they already deal with.

The word “influencer” as well as the concept rubs some people the wrong way. Marketers see the value, though, as influencer marketing can be effective if done well, and the cost to hire them is often less than a traditional ad campaign. If I want to know about food in a city, I’ll follow the hashtags until I find a local food blogger or micro-influencer whose style I like. Then I’ll seek out those restaurants when I visit. Sure, some of the meals are comped, but the truth is that food bloggers and influencers like to share their food recommendations. I have been influenced this way more than once, and not only for food. I am not alone in this, either, which is why it’s an important part of a marketing strategy.

In influencer marketing, the content creator is then given free rein to create within their own style, voice, and persona. They need to connect with their audience in an authentic, familiar way without creating a dissonance for their followers between their public page(s) and the brand. The level of trust is fairly high with influencer marketing, and many influencers realize that promoting something crappy or something outside of their area of expertise or recognition hurts everyone involved.

The power of storytelling comes into play here, as with all good advertising. Branded content is specifically all about the story, often the story of the business’s philosophy or some lifestyle aspect that goes with the brand’s vibe–or is so off that it goes viral. Some branded campaigns join into or build off of conversations already happening in the wider world. The purpose is to have people engage with the brand, with the content, build awareness, encourage conversations, sharing, comments, all with the long term goal of fostering a positive image of the brand so that down the line, they will become consumers.

Think of 2004 Dove’s “Real Beauty” campaign, based on a study showing that around 2% of women saw themselves as beautiful. The widely studied, award-winning campaign featured women of all backgrounds and body types, without airbrushing and Photoshopping them into a narrow vision of “beauty.” While some people hated it, many loved it and applauded the brand for treading into traditionally uncharted waters. Among haters, fans, and people who weren’t sure what to think, the Dove Real Beauty branded content campaign generated conversations. The campaign also encouraged women to feel good about themselves and lift up other women. One could argue that the campaign you could argue that the Real Beauty campaign was a forerunner to the currently popular body positivity movement, which started gaining traction around 2012. Dove increased sales by at least $1.5 billion in the first ten years the branded content campaign ran.

The goal of branded content is to raise awareness of the brand, but the path from point A (creating the content) to point B (brand awareness, ultimately leading to better sales) is not a straight line. Brands are paying attention to grabbing attention, aka building brand awareness via more upper funnel marketing than lower funnel.

One thing that marketers are looking for now, however, is almost eliminating the funnel. With the mind-boggling increase in e-commerce since the beginning of the pandemic, clickable sales capability becomes important in any kind of marketing, including influencer and branded content. It pays to listen to customers, to find an influencer who meshes with your brand’s purpose, and to create thoughtful branded content that isn’t out of line with your core product or service.

Continue Reading

Business Marketing

Need design help? Ask a Designer offers free peer-review for better design

(BUSINESS MARKETING) Good design is more than just slapping some fonts and colors together. Ask a Designer promises free design advice on their new website.

Published

on

A white sign in an urban setting reading "In Design We Trust" with glowing yellow lights above.

With the necessity to create and maintain an online presence for our businesses nowadays, content creation is essential. One impact this proliferation of content has had on entrepreneurs, bloggers, and small businesses is that many non-designers have had to take a stab at design work. Sometimes this works out for the amateur designer, but often it could be better: More effective, accessible, and appealing. This is where Ask a Designer comes in.

Creating designs online can be fun, but your average Canva, Squarespace, or WordPress user, for example, has no more of a sense of design than the man on the moon. Design work encompasses so much more than just slapping some words on a stock photo and calling it a day. While there are truly incredible and helpful free or inexpensive DIY design and business tools out there, nothing beats the power of knowledge and experience.

Ask a Designer provides one more level of professional review and counsel before a business owner puts their DIY (or even paid) design work out there for the world to see—or worse, not see. As a writer, I have always valued editorial reviews, comments, and feedback on my writing. Second eyes, third eyes, and more almost always serve to improve the content. It makes business sense to get as much feedback as possible, even better to get expert feedback.

For example, an experienced web designer should have a good idea of how to incorporate and test for UX and UI purposes, thus making the user interaction more functional and pleasant. A skilled graphic designer knows what colors go together for aesthetic appeal, accessibility, and even the psychology behind why and how they do.

Take logos. Pick a color, image, and font you like, and go for it, right? I’m afraid not. There is a lot of data out there on the science and psychology of how our brains process logos. There are examples of logo “fails” out there, as well. Consider the uproar over AirBnB’s logo that many thought evoked genitalia. Or the raised eyebrows when Google changed their color scheme to one similar to Microsoft’s palate. Just search for “logo fails” online to get an idea of how a seemingly innocent logo can go horribly wrong. I haven’t linked them here, because they would need a trigger warning, as many of the worst examples can be interpreted as some sort of sexual innuendo or genitalia. Searchers, be warned.

It always makes good business sense to use professional designers when you have the option, just as it makes sense to use professional writers for copywriting and professional photographers for photography. After all, if you have the chance to get something right the first time, it saves you time and money to do so. Rebranding can be difficult and costly, although sometimes rebranding is necessary. Having a designer review your design (whether logo, WordPress, blog, or other) could possibly help you from missing the mark.

How does Ask a Designer work, and is it really free? It’s super easy—almost like designers had a hand in it! Know what I mean? First, you go to the website or app and enter your question. Next Ask a Designer will assign your question to the appropriate type of designer in their network. Within 48 hours, they’ll get back to you with feedback or an answer to your design question.

While Ask a Designer is available to anyone to use, the website suggests it is especially helpful for developers, teams, junior designers, and business and product owners. They suggest, “Think of us as peer-review in your pocket.” The team at Ask a Designer will provide feedback on specific projects such as websites, logos, and portfolios, as well as answer general questions.

Examples of questions on their website give a good idea of the scope of questions they’ll answer, and include the type of feedback they provide. Sample questions include:

  • “How do I choose colors for dark mode?”
  • “I’d love feedback on a logo for a restaurant.”
  • “I’m an industrial design student and I’d like to move into automotive design. What are some resources that can get me to where I need to be?”
  • “Please send me some feedback on [website link].”
  • “How can I use my brand fonts on my website?”
  • “I’m a full stack software engineer. Are there any resources you could suggest for me to level up my design or UX skills?”

Ask a Designer is new, and so they currently list 2 design experts, each with 20 or more years of experience in their fields. They promise to add more “desig-nerds” soon. It may sound too good to be true, but from what they state on their website, this expert design review service is free. Considering the other excellent tools out there with some free components out there for business, it is possible that this is true. Whether they will add a more in-depth paid version is yet to be seen. In any case, it’s worth trying out the app or website for your burning design questions and reviews.

Continue Reading

Business Marketing

6 tips to easily market your side hustle

(BUSINESS MARKETING) It can be hard to stand out from the crowd when you’re starting a new side hustle. Here are some easy ways to make your marketing efforts more effective.

Published

on

side hustle marketing

Side hustles have become the name of the game, and especially during these turbulent times, we have to get extra creative when it comes to making money. With so many of us making moves and so much noise, it can be hard to get the word out and stand out when sharing your side hustle.

Reuben Jackson of Big Think shared five ways that you can market your side hustle (we added a sixth tip for good measure), and comment with your thoughts and ideas on the subject:

  1. Referrals: Don’t Be Afraid to Ask!
    If you’re going to make a splash, you have to be willing to ask for favors. Reach out to your network and ask them to help spread the word on your new venture. This can be as simple as asking your friends to share a Facebook post with information that refers them to your page or website. Word of mouth is still important and incredibly effective.
  2. Start Where You Are
    Immediately running an expensive ad right out of the gate may not be the most effective use of your (likely) limited funds. Use the resources you do have to your advantage – especially if you’re just testing things out to see how the side hustle goes in the real world. You can do this by creating a simple, informational landing page for a small fee. Or, if you’re not looking to put any money into it right away, create an enticing email signature that explains what you do in a concise and eye-catching way. Check out these tools to create a kickin’ email signature.
  3. Gather Positive Reviews
    If you’ve performed a service or sold a product, ask your customers to write a review on the experience. Never underestimate how many potential customers read reviews before choosing where to spend their money, so this is an incredibly important asset. Once a service is completed or a product is sold, send a thank you note to your customer and kindly ask them to write a review. Be sure to provide them with links to easily drop a line on Yelp or your company’s Facebook page.
  4. Be Strategic With Social
    It’s common to think that you have to have a presence on all channels right away. Start smaller. Think about your demographic and do some research on which platforms reach that demographic most effectively. From there, put your time and energy into building a presence on one or two channels. Post consistently and engage with followers. After you’ve developed a solid following, you can then expand to other platforms.
  5. Give Paid Marketing A Shot
    Once you’ve made a dollar or two, try experimenting with some Facebook or Twitter ads. They’re relatively cheap to run and can attract people you may not have otherwise had a chance to reach out to. Again, the key is to start small and don’t get discouraged if these don’t have people knocking your door down; it may take trial and error to create the perfect ad for your hustle.
  6. Go Local
    Local newspapers and magazines are always looking for news on what local residents are doing. Send an email to your town/city’s journal or local Patch affiliate. Let them know what you’re up to, offer yourself for an interview, and give enticing information. The key is doing this in a way that your hustle is seen as beneficial to the public, and is not just an ad.

Continue Reading

Our Great Partners

The
American Genius
news neatly in your inbox

Subscribe to our mailing list for news sent straight to your email inbox.

Emerging Stories

Get The American Genius
neatly in your inbox

Subscribe to get business and tech updates, breaking stories, and more!