A Revolutionary Approach to Recruiting and Selecting People with Both Tremendous Skills and Superb Attitude

By: Mark Murphy

Published: November 11, 2011
Format: Hardcover, 240 pages
ISBN-10: 007178585X
ISBN-13: 978-0071785853
Publisher: McGraw-Hill

Mark Murphy recognizes that almost half of new hires fail in their job during their first eighteen months in the position. That is only part of the story, as the author points out that almost all of the failed employees don’t succeed because of attitudinal issues. That startling finding, based on the leading edge research conducted by Leadership IQ, underlines the weaknesses of traditional hiring practices and techniques. Mark Murphy demonstrates that hiring staff based on skills, rather than a positive attitude and strong interpersonal skills, leads to workplace tension, lower overall morale, and lower productivity. To counter these attitudinal based problems, the author provides the strategies, tools, and techniques for hiring employees with the right attitude for the company culture from the very beginning.

Mark Murphy understands the critical importance of hiring employees with a positive attitude. The right attitude not only benefits the employee, but also maintains workplace morale, and improves overall performance that benefits the organization as a whole. Mark Murphy points out that the reason that companies end up hiring employees based on skills, rather than attitude, is that they ask all of the wrong questions on the interview. Having the right skill set may get the applicant hired, but having the wrong attitude will ultimately result in the employee failing in the position.

To overcome this skills instead of attitude hiring dilemma, Mark Murphy proposes an entirely new and dynamic approach to interviewing employment hopefuls, including a completely different set of interview questions. The author also provides a unique and effective new system for scoring the responses objectively, to ensure that the individuals with the best attitudes are discovered during interview process, and are ultimately hired.

For me, the power of the book is how Mark Murphy shares very compelling evidence for the importance of hiring based on attitude rather than skills. The author also provides real world case studies and research based data that also show the value of employing people with great attitudes, as well as the dangers of thinking only in terms of skill sets. Mark Murphy moves beyond the theoretical and research based concepts by offering practical advice for finding the right employees through improved interview questions, techniques, and applicant interview scoring tools. All of the recommendations, for utilizing the enhanced interviewing practices, are based on actual results in real world situations in all types of companies.

I highly recommend the insightful and game changing book Hiring for Attitude: A Revolutionary Approach to Recruiting and Selecting People with Both Tremendous Skills and Superb Attitude by Mark Murphy, to any business owners, managers, hiring decision makers, and human resources professionals who hire employees for any positions within their organizations. This book will change completely the focus of the interview process, and find the right employees, with the right attitude for your company culture.

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Now, you can invite other users to be administrators and share work, and even transfer full ownership.  You can have up to 50 named managers for your Google page, and all managers get notification about changes to the G+ Page.  Nobody can see who is an owner and manager for privacy reasons.

Permissions and capabilities are as follows:

Steps:

First, you go to the Plus Page, and click on the settings gear in upper right:

Then, click on “managers” on the left.

Finally, a new set of features are available for managing delegation

Thanks Google for getting this up!

The advantages however, of social profiles for small businesses aren’t restricted to customer marketing purposes. Business social profiles can also help you to recruit new employees more effectively and keep staff turnover to a minimum by sourcing the best candidate for your position.

Small businesses need to grow in order to be as successful as possible; and to grow you’ll need to increase your staff numbers. Many small businesses make the mistake of taking recruiting too lightly as it can be a time consuming process, yet choosing the right employee from a stack of applicants is a crucial decision which could completely change the dynamic of your business.

Advertising

There are many recruitment aspects of social media just waiting to be taken advantage of. Firstly, there’s the initial concept of free job vacancy advertisements. This can be used in the same way you’d market a new product or service you’re offering via social channels. A simple status update advertising the vacancy should attract adequate attention.

Advertising vacancies on online job boards can be rather expensive, whereas you can post anything on Facebook free of charge – keeping recruiting costs to a minimum. You can include a link to your website where the vacancy is listed so those who are interested are directed to the correct location. In order to use Facebook as an effective job listing tool however, you’ll have to gather a rather large fanbase of relevant people.

Sourcing Employees

You can also use Facebook to scout for talented individuals who you’d like to recruit. You can track students who have just graduated with a relevant degree and are looking for career opportunities, or find someone who’s been laid off and looking for work within your industry. Send them a friend request, and if they accept they will be able to view any status updates you post regarding job vacancies.

Communicating with Applicants

Connecting and communicating with potential employees using a platform that they feel comfortable with is an excellent way to show how much you value your employees. Too many employers make the mistake of interrogating potential employees at the interview and “laying down the law”.

Although letting employees know their boundaries is essential, playing the “big, bad boss” can deter a valuable employee from joining your organisation. If you engage with candidates on a mutual platform, such as Facebook or Twitter, you’re more likely to spark an interest and get insight into the real person behind the “job interview persona”.

You can also use social media to have a personal view on applicants who’ve applied for a role within your company. Very rarely do people show their true colours at an interview and it’s surprising just how good people can be at lying! On Facebook however, people generally tend to be more themselves so you can see what they’re really like. Obviously you’ll want an employee who has a certain level of charisma, but if all their pictures include them naked and passed out on a bed then they may be worth reconsidering.

There are over 750 million Facebook users, so disregarding social media sites within your organisation limits your marketing and recruitment strategies. Using social media as a recruiting tool helps to broaden your horizons when hiring new employees. So create social profiles, gather a fanbase and start sharing!

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But then we looked at how organizations are measuring success of these efforts and found something far more interesting.  We asked organizations if they were defining any type of key performance indicators and found that only 60% of organizations are doing so (only 25% said yes, the rest weren’t sure).  So then we took this one step further and asked those organizations that said they were defining KPIs how close they were to achieving them. Almost half of these organizations (48%) said that they don’t know.  Keep in mind that KPIs can be anything that the organization establishes as an indicator whether it be qualitative or quantitative.

So here we have 60% of organizations that are not defining any type of KPIs and out of the small percentage that are defining them (25%) only around half (48%) have any idea how they are doing.  This…is a problem.  According to our findings some managers are showing resistance to emergent collaboration because they are basically not sure of what the business value, is however these managers are not doing what is required and necessary to see business value to begin with, this is the “value paradox.”

If organizations don’t set up some kind of indicators to gauge their collaborative efforts then they are simply flying blind, in that scenario of course managers are not going to understand what the business value of collaboration is and who can blame them?  Managers have nothing to look at to gauge anything.  This is kind of like trying to lose weight without taking into account your food consumption and exercise habits, without understanding these things you will not see any progress whatsoever.  To use another analogy, you wouldn’t board an airplane if the captain said, “we don’t have any of our gauges working so we really can’t tell where we’re flying, but don’t worry, we’ll be fine.”  You would probably run away quite quickly.

So what can organizations do to overcome this value paradox?  At the very minimum they need to develop a “strategic compass” for where emergent collaboration is going to take them, there needs be something guiding this.  Here are some examples of “strategic compasses” at other organizations

1. Penn State wants to improve communication at their company
2. FSG wants to develop a collaborative infrastructure that would allow them to grow
3. Intuit wants to improve ideation along with developing an effective system for managing and implementing those ideas
4. Vistaprint wants to improve onboarding time for new employees as well as collaboration
5. The Federal Government needs a way to sustain the influx of over 500,000 employees over the next ten years while being able to transfer the knowledge of those that are leaving
6. The Elizabeth Glaser Pediatric Aids Foundation wants to get all of their employees and processes aligned, a challenge since they have a large base oversees in less developed countries (upcoming case study)
7. Telus wants to improve employee engagement which they define as employees feeling connected to the company and being fulfilled and passionate about their work (upcoming case study)

All of these organizations have something they want to achieve, they have a reason for why they are heavily investing in emergent collaboration.  They also have ways to measure their progress towards their goals.  Penn State for example asked employees if communication has improved and employees agreed that their lives at work have been made easier, FSG is able to accomplish their objective of growth which was otherwise a difficult task, Intuit looked at how many new ideas were being submitted and then implemented by their employees, Vistaprint saw a dramatic reduction in the on-boarding time of new employees as well as great employee feedback on improved communication.

Sometimes the things used to measure or gauge success are numbers and sometimes they are unstructured pieces of feedback from employees who simply say, “yes, my job is now easier to get done.”

Your organization must develop and understand it’s “strategic compass” and it must check on the direction regularly to ensure that the organization is traveling in the right direction.  If you haven’t read the report on the State of Enterprise 2.0 Collaboration, I encourage you to do so.

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Every business is simply a set of systems and marketing just happens to be the most important of these systems.

Few business owners have trouble thinking in terms of business systems for things like building their product, paying the bills, providing a service, hiring an employee – all the operations kind of things.

When it comes to marketing, however, all systems thinking comes to a halt, because “that’s a creative art,” that vexes even the most seasoned entrepreneur types.

Fact is, marketing is indeed a business system and approaching and operating it as such helps to remove any and all mystery about its function in your business and allows you to create consistent, predictable results from the operation of your marketing system.

Below are the seven elements that make the creation of your personalized marketing system a snap.

1) Commit to Strategy Before Tactics

Until you can narrowly define the exact person, business or problem that constitutes your ideal client and uncover a way to communicate a truly unique point of differentiation to said ideal client, your business will fall prey to the marketing tactic of the week syndrome.

When you have a clear sketch of who you must attract and a clear message that allows you to communicate why your product or service produces greater value than every other option, you don’t have a marketing strategy.

Do not pass go until your business possesses an authentic marketing strategy. Once you do, you then must commit to using that strategy as the filter for every marketing decision that follows – including product/service mix, pricing, identity elements, customer service and hiring. You can find more on my approach to marketing strategy here.

2) Map Your Marketing Hourglass^TM

The marketing funnel approach of loading lots of leads into a marketing process aimed at squeezing a few through the small end is fundamentally broken these days.

Yes, you still need to get in front of prospects, but the greatest source of lead generation these days is a happy customer. The idea behind the hourglass shape is that as you gain a customer you immediately go about intentionally turning that customer into a referral champion.

You accomplish this by mapping out all the products, services and processes required to move a prospect through the seven phases of the Marketing Hourglass: know, like, trust, try, buy, repeat and refer.

Simply take a high level look at your business today and map out all of the current and potential touchpoints opportunities your have with prospects and clients and fill the gaps with marketing driven experiences. You can find more on the Marketing Hourglass here.

3) Create a Content Road Map

The term content conjures up a great deal of frustration with business owners, mainly because it’s vague enough to be misinterpreted and cited by experts enough to create exhaustion.

The idea of content in marketing isn’t simply a generic way to refer to your need to blog, it’s a strategic approach to creating the assets your business needs to communicate strategy and facilitate lead generation and conversion.

With that description in mind, you need to view your approach to content creation much like a publisher armed with an annual table of contents, otherwise known as a list of important keyword search phrases.

Your content creation plan must be very intentional and must be installed as an ongoing practice instead of viewed as a one-time event. Your plan must include provisions for content that builds trust, content that educates, customer generated content, other people’s content and content that converts. You can find a deeper discussion of these five types of content here.

4) Build a Total Web Presence

No longer is it enough to build a Website and expect to compete these days. Prospects, even those that are looking to do business locally, turn to search engines to find every kind of business and solve every kind of problem.

Today’s marketers need to approach the Web with an eye on creating the largest presence possible in order to stand out, or merely show up, when a prospect goes hunting for a solution.

Building an online listening station, optimizing brand assets in sharing services, claiming valuable social and local network real estate, participating in ratings and review sites, and maximizing social media activity are the foundational elements of total web presence building.
This is how you begin to make your content strategy pay. This is how you begin to activate the know, like and trust elements of your Marketing Hourglass.

5) Mix and Match Your Lead Generation

Active lead generation comes about through multiple touches initiated through multiple channels.

There is rarely one dependable way to generate all of the leads a business might require to meet objectives. It’s the careful blending of advertising, public relations and systematic referral generation that creates the repetition, credibility and control needed to get a prospect motivated enough to pick up the phone or schedule an appointment.

The key to making this blended approach work, however, is the commitment to valuable, education-based content distribution. Advertising that promotes content gets viewed, a referral made by way of content gets action, and PR generated by way of content gets shared.

6) Orchestrate a Lead Conversion Process

If you’ve followed the steps outlined so far in this system, your prospects aren’t really sold so much as they become ready to buy. In order to continue the experience your marketing has promised to date you must also give intentional marketing driven consideration to the steps in your lead conversion process.

What is your systematic response when a prospect requests more information? What is your systematic method for communicating how you deliver value? What is your plan to nurture leads in your hourglass? How will you orient a new customer? What is your plan for measuring the results a customer actually received?

A fully developed lead conversion process doesn’t consider a sale complete until the customer receives the expected result.

7) Live by the Calendar

The basic premise behind the notion of a system is continuous operation. You can’t build a marketing system and hope to be done at some point.

There are elements that you may build and use continuously, but the fact is that operating your marketing system must become habit.

You must map out a year’s worth of projects, campaigns and processes and break each month into a theme, each project into weekly action steps and each day into right marketing activity.

By creating a marketing vision that is scheduled and calendared you create the framework that allows everyone in the organization to participate and see in very tangible ways the path that the organization, and perhaps more specifically the marketing system, is intended to trod.

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Any employee that comes into contact with a prospect or client is performing a marketing function. The question is, do they know how to perform that marketing function in a way that represents the organization accurately and positively.

Business owners must add marketing training as a major component of the ongoing development of every member of the staff. This includes new hires as well as routine, perhaps quarterly, all hands sessions.

Below are the kinds of things that need to be worked into the marketing training of your staff.

Here’s how to spot our ideal client

Write a paragraph that paints a vivid picture of the kind of client you seek, including the kinds of problems or challenges they are experiencing that make them right for you.

Here’s how to present our unique point of differentiation

Give your staff a simple, yet compelling, way to introduce what your firm does that’s unique. This is your core marketing message packaged in an elevator pitch kind of way.

Let them practice this in role-playing situations until they are comfortable delivering it in an authentic manner.

These are the trigger phrases for our prospects

People rarely walk around saying they need your product or service. What they do, however, is lament the lack of something, talk about specific problems or state an aspiration.

Instead of saying I wish I had some new accounting software they say things like I can’t ever get a handle on my receivables.

Your entire staff should know the most common things people actually say that would indicate they could be an ideal prospect.

These are our brand standards for images, colors and type

It’s funny how much time and money the marketing department might spend on getting the color and font just right, but then everyone else in the business that creates communication just wings it.

The best way to adhere to brand standards is to make them internal as well as external. Train everyone on the use of color, type and images and demand that they adhere to these standards in internal communication. This will ensure that everyone is consistent in the use of the visual elements of your marketing.

This is our current lead generation campaign

Show off your latest ads, direct mail creative and offers that are being put out in every medium. Make sure that your entire staff can talk about your current promotions.

Not only does this allow them to feel more engaged in the marketing, it equips them to talk about it when asked.

Here’s how we educate and serve our customers

Make sure the entire staff is required to read the company blog, understands all of the educational content, attends your online training and routinely takes a shift answering customer service calls.

Here’s how to refer a prospective client or employee

Make employee referrals an expectation and place appropriate emphasis on it by turning it into a game with a clear set of rules and way to win.

All of the education done in the previously mentioned steps will make this a natural focus.

Here’s how we measure marketing success

Show your staff how to know if they are winning the game. Share the key strategic indicators your organization uses to measure success. Teach them what these indicators mean and help them dig in and find a way to tie what they do to one or more of these numbers.

If you can get every employee to realize the way their day-to-day contribution is added to a key indicator of success and ultimately to the overall success of the organization you give them a way to connect everything they do with success.

Now cutting cost in their department can contribute to lowering the client acquisition cost.

Every business is a marketing business and all employees, trained in this manner, can become contributing members of the marketing team, no matter their job title.

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Then came business pages and again businesses embraced them and in many cases tried to separate business and personal with this approach.

With the recent overhaul of the personal profiles another kind of use has been created – one that may have some business folks moving back to the personal profile.

Public personal vs. Page

The subscribe function introduced recently allows Facebook profile owners to offer the ability for people who are not friends to subscribe to receive updates that are marked public. Now, couple this with the fact that Facebook has made it much easier to share with selected groups and you’ve got the makings of a nice business tool that is actually more suited for celebrities, authors, experts and independent business owners than a Facebook page.

How to manage the subscribe function

If you want people to subscribe to your public updates you must first turn this function on here. Once you do so you then must use the public setting to mark who can see an update. Of course, you’ll want to pay attention to that setting and make sure you only use it for things you want public.

Facebook claims that a tool, which would allow fan page owner to convert fans to subscribers of the personal profile is in the works. High profile Facebook employees, including founder Mark Zuckerberg appear to have done this migration already.

The new look is coming to all personal profiles this week

No matter which approach you take, get ready for an entirely new look on your personal profile. Facebook claims all profiles will be switched Oct 14th. (Want to switch yours today – here are the instructions)

Two big changes, the cover photo and the Time Line, offer the business user a better tool.

The cover photo is one dominating image that could be used very effectively by an expert wanting to showcase speaking for example.

The new view also presents the public information in a what I think is a more user friendly manner.

Get that cover image ready

Here is Facebook’s official information on the Cover image.

Expect designer types to have a blast hacking this image into some pretty cool things, but for now know that you need to look for an image with a width of 833px and a minimum height of 310px. Facebook makes it easy to position an existing image of most any size as well, but images that are already large in size will show better.

You can upload new photos or simply choose a photo in one of your Facebook albums to act as your cover photo.

MyFBCovers offers some simple ways to create custom cover images and cover collages made up of images of friends.

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I’m not not saying this is necessarily recommended!  I just thought it would happen … and it is.  Now, here’s the next big question … can you make money managing social media for others?

My original prediction was based on a statement I heard at many companies: “Can you please just do this social media stuff for me?”

Of the course the purists will contend that everybody should do their own social media because of the “authenticity” value.  Certainly that is an ideal, but I’m also a realist. If people want to out-source their social media and there is a buck to made, it will certainly happen somewhere.   I also think there is some value to a consultant or agency helping people along for some period of time.  When you first got your driver’s license somebody still had to sit beside you and teach you how to drive, right?

In my job as a consultant, and especially in my job as a college educator teaching grad-level students from a variety of corporations, I see many approaches to social media management. Now, this is a short blog post and there are lots of nuances and exceptions, but IN GENERAL, here are some broad trends in social media management:

Mega brands – I can’t name names, but I have had a chance to witness some AMAZING and sophisticated social media marketing programs. These companies are beginning to make correlations between “share of voice” and true marketshare, using listening platforms to track micro-trends and the “cool kids,” and taking location-based marketing to a whole new level.

These companies have the resources to hire the biggest agencies and best minds in the world to help them navigate social media labyrinths and determine a strategy, but generally, they are organizing and resourcing to respond to the new opportunities. One brand has renamed part of their marketing department “Customer Connections.”

Medium-sized companies. I have a limited view of the world (of course), but I’ll be honest. Unless you are an elite brand, I believe at least 95 percent of the companies I see are desperately confused about what to do about social media.  I think they would just like for it to go away so they can return to having a trade booth at the annual conference in Las Vegas.

They probably don’t have a corporate culture that can easily adapt to the transformation needed to “listen” instead of “broadcast” and they simply want to check a box to do SOMETHING. You, know … I actually think there is some value in that.  A company that is at least thinking through the platforms, attempting to listen on the new channels and dipping their toe into content marketing is taking a step in the right direction.  Most of these companies at least have the vision and budget to hire an agency to get them started on social media marketing.

Small businesses. As I wrote last week, I think social media can provide an advantage to most small businesses, but that doesn’t mean it actually does unless they are working on it!   Why isn’t it happening?

1. They’re overwhelmed by the concept and don’t know where to start.
2. They started a Facebook page and nobody “liked” them so they quit.
3. They understand the concept but don’t have the time or resources to do anything consistent and meaningful.
4. Their marketing budget is tied up in local newspaper and TV ads and they don’t have anything left for something new.
5. When you bring it up, they stare you down and tell you they “Don’t need the Facebox or The Tweeter,” usually followed by ”Dammit.”

Unless your customer falls into Category 5, they may be asking you to manage their social media program for them.  I see the following business models emerging:

Local support. The new category of social media gurus are trying to teach best practices and perhaps do some hands-on social media management.  My take is that most of these efforts eventually fail because you are communicating for somebody else, which is probably not sustainable, and the labor cost to actually do this stuff is so high –and the results so undefinable in the short-term — that customers lose interest. People with a limited budget need this to work NOW.

Cookie cutter.  I am seeing a ton of people and small agencies offering social media packages — “our gold package features two tweets per day, a Facebook update, and one blog post per week!”  I truly despise this approach because it institutionalizes lazy marketing. But it is happening, a lot. I also forecast that most of these efforts will fail because at some point, the customer is going to wonder when all the new sales are going to start coming in from these two tweets per day they are paying for … and of course there will not be any. So this is a band-aid but I don’t see it working broadly.

Overseas. Kind of a hybrid. Let’s solve the labor cost problem by hiring low-cost virtual assistants in Vietnam or The Philippines to do the tweets and blogs for us. I have a friend offering this to customers now and the VA can set-up WordPress websites so inexpensively he gives them away.  There are a multitude of problems associated with this approach but it at least addresses the labor issue.

Coaching. I think the only viable long-term solution for most small businesses is to get some coaching.  I have successfully taken this approach with several clients. They buy an hour or so of my time each week and we methodically work on a step-by-step plan to eventually create a culture, an organization, and an actionable strategy appropriate for the company resources and budget. This seems to be the approach that will work best. It is not fast (and a lot of people hate that! ) but it does slowly integrate these practices into the fabric of the company, get real employees involved, and become a natural extension of their sales and marketing strategy.

I know it’s a big world and there are probably lots of other advances and models around.  What are you seeing?  What’s working or not working? Have you found a way to monetize social media management?

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Speaker: Alison Bolen @alisonbolen Content Editor SAS
Presentation: Results-Driven Blogging for B2B Brands

Alison’s presentation focused on corporate blogging and the blog program at SAS (a $2 billion business analytics company).

The history of SAS and social media started in 1976 with the first SAS Global Forum, 2004 internal blog program, 2006 SAS communities launched, 2007 the first external blog launched and in 2011 the transition to the WordPress platform. You can find SAS blogs here: blogs.sas.com

Alison works in the Public Relations organization at SAS along with 8 other corporate journalists.

How to Grow a Corporate Blogging Program

Develop a strategy: Find out where the current corporate strategies are and find a hook into them. For the SAS blogging program, there were 3 main goals: to align with PR, Marketing and Customer Support.

Blogging supports each stage of the funnel:

• Identify the problem / opportunity
• Research solutions
• Evaluate
• Consider
• Purchase

SAS blog efforts are meta data enabled: by persona, by category, by industry. For content to be relevant and valuable it must be persona based and aligned with steps in the buying process.

The next step in corporate blogging strategy development is to find the right content. Ask these important questions: Where do stories live? (Word Docs, PPTs, Videos, Live Events) Where does knowledge live? (Sharepoint, White papers)

Now it’s time to find the right people. Alison gave the example of two SAS bloggers that write for distinct audiences.

Blog Planning with Monthly Assignments. All posts are due on a specific date each month. The most timely posts are published first. Breaking news and fillers are published as relevant. A schedule ensures there is content to work with each month.

Another planning option is to focus on one specific topic. For example, each Quarter, focus on a specific topic for each blogging contributing to that particular blog.

Another angle on corporate blog planning involves themes every week. Example: Monday (Getting Started Articles) Wednesdays (Topics the Blogger is Trying to Learn & Documenting that Process) Friday (Posts in reaction to a particular topic from other blogs)

Tap Internal Subject Matter Experts: If the organizational structure supports it, you can divide blogging assignments by areas of specialization. Example: 16 Think Tank team members for healthcare at SAS that includes authors who specialize in specific areas. They are assigned to blog on their area of expertise at least once a month.

Have a blog that new bloggers can contribute to in order to show their commitment. SAS also has an internal blog network of 700+ bloggers that also acts as a testing ground.

If you have a group blog, you must have an editor. No assignments and nobody in charge = NO CONTENT. A blog editor is a content chaser, people watcher and project manager – not necessarily a corporate communications person.

For events, plan across blogs as needed. Map topics and aspects of the events to be covered by the different blogs in your organization to ensure coverage.

If blogs don’t work out, retire them.

Coach and advise, don’t micromanage. Be patient with different learning styles. Don’t pre-judge and expect too much.

Results: Customer Support – Positive comments and links to your blogs.
Results: Marketing – Bloggers invited to speak at conferences, getting calls from journalists, posts picked up by industry publications and bloggers getting invites to write books
Results: The New PR – Journalists contacting SAS after seeing blog posts. It’s the new PR.
Results: The Blog is the top news source on the sas.com website. In fact. compared to other news pages on the SAS site, the blogging effort is blowing other content out of the water in terms of traffic.

I think Alison gave some really useful ideas for blog content and planning. One of the most common objections I hear from companies that really should be blogging (and not all companies should) is that they have difficulty with creating content on an ongoing basis. It’s a big mind shift and kudos to SAS for having 8 Corporate Journalists on staff.

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