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lindyhunt · 5 years

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Everything That Upset the Internet This Week

What is the web-o-sphere angry about this week? A straight headliner at a Pride festival, a movie that’s been altered to have a happier ending, and a threat to the livelihood of Canadian comedians. Here’s everything you need to know:

Ariana Grande is Headlining Machester Pride Festival

THE STORY: Ariana Grande announced earlier this week that she will be headlining Manchester’s 2019 Pride celebration. It will be the second time the “thank u, next” singer is performing in the city since the 2017 Manchester Arena bombing, the first time being at Manchester One Love, the tribute concert she organized in honour of those affected by the attack.

THE REACTION:

don't care if y'all hate me for this opinion but i'm annoyed at ariana headlining manchester pride, now all the heteros will flock to pride and turn it into a tacky ariana grande concert instead of it being about, you know… pride and the lgbt community coming together

— elle (@ugwdead) February 27, 2019

ariana grande headlining manchester pride is such a big kick in the face to lgbt artists lmfao

— allex 14 (@Ioseloselose) February 25, 2019

ariana grande headlining manchester pride while also headlining coachella, who’s founder/owner gives large donations to the National Christian Foundation which “funds a lot of the groups aggressively working to chip away at the equal rights of LGBT Americans” is….interesting

— nick (@VersaceDeIRey) February 26, 2019

RIGHTEOUSNESS OF THE RAGE: “I saw many people discussing this so i wanted to chime in,” the pop star tweeted, responding to a fan who wrote, “Idk …. ariana headlining pride when she’s straight (as far as we’re all aware) …. and doubling the price of tickets …. kinda smells like exploitation of the lgbt community to me …..”

Grande attached a screenshot from her Notes app, where she let her fans know that she has nothing to do with ticket pricing, but that she does have a very special relationship with the LGBTQ+ community. She also added that she wished to “celebrate and support” those celebrating price “regardless of my identity or how people label me.”

And you know what, I think that’s entirely fair. Ariana Grande seems to be finding herself on this list every week—it’s time to give the girl a break. Olly Alexander, the frontman of Years and Years, wrote his own note in response to the backlash. “I’d love to see more LGBT+ headliners across all bills, [but] the reality is line ups are a mix of artists depending on their availability and the need to sell tickets,” he wrote. “Pride’s [sic] normally raise money so they can put on their events and donate to various (usually local) causes.”

Addressing Grande’s headlining position specifically, Alexander—who starred in the 2017 documentary Growing Up Gay—said, “Ariana has shown more than most that she cares about us and loves Manchester,” he said. “Does that mean that we shouldn’t try harder to celebrate all the amazing queer talent? No!”

Netflix U.K. Changed the Ending of The Notebook

THE STORY: It’s been 15 years since Nicole Sparks’ The Notebook became a blockbuster film, causing audiences to sob at the seemingly tragic yet entirely endearing end of the film. (Noah and Allie die together in their old age, cuddled up on a twin-size nursing home bed. I hope that’s not a spoiler.)

In the version of the film now available on Netflix U.K., the movie ends a little differently. The nurse’s discovery has been cut, and so it’s unclear whether or not the couple does indeed die together.

THE REACTION:

Its shocking….! Give us back our gut wrenching tears!!!!!!! @NetflixUK #thenotebook

— Michelle Frost (@chelliey) February 25, 2019

Why on earth would Netflix change the ending of The Notebook??? There are two movies that you cannot mess with….Shawshank Redemption AND The Notebook!!! 🤬

— Sheli Z. (@zahnley1) February 27, 2019

Emails @netflix to cancel my mofo’n subscription!You are NOT about to just ruin my favorite movie like that ☝🏾! After years of being a loyal Netflix customer I have been left no option but to fully commit to @PrimeVideo#netflixruinedthenotebook#TheNotebook#Netflix @NetflixFilm

— PlainJane_F (@DaOrigPlainJane) February 25, 2019

RIGHTEOUSNESS OF THE RAGE: I love Netflix’s sassy (and extremely responsive) social media accounts. Here’s how they responded:

Things you should know…

– we did not edit the notebook – an alternate version exists and was supplied to us – we are getting to the bottom of it asap – apparently some films have more than one ending?!

— Netflix UK & Ireland (@NetflixUK) February 27, 2019

Here in Canada, we have nothing to worry about: The Notebook that appears on your Netflix queue is identical to the one you saw in theatres all those years ago.

Just for Laughs Takes Over Canada Laughs Channel on XM Radio

THE STORY: This month, Just For Laughs—the company that holds the world’s largest international comedy festival in Montreal each year—took over the SiriusXM Station Canada Laughs, planning to change the name of the station to Just for Laughs Radio. They also planned to change the station programming, taking it from 100% CanCon to a mix of stand-up recorded at Just For Laughs festivals, events and galas.

Canada Laughs was a reliable source for Canadian comedians, with residuals from the station being funnelled directly into the hands of independent artists. Under the new Just For Laughs model, royalties would be funnelled into the hands of a monolithic company.

THE REACTION:

Just For Laughs made a terrible decision today that once again treats Canadian comics as second class. https://t.co/Hij6b3JmJl

— Scott Thompson (@ScottThompson_) February 24, 2019

AMERICAN COMICS: Alert yourself to the deal JFL and Canada Laughs on Sirius XM has done. Canadian comics will no longer be heard in their own country. THEY HAVE JUST NOW TAKEN MILLIONS OF DOLLARS AWAY FROM COMEDIANS. FOR REAL. JUST NOW. Comedians in both America and Canada need..

— Hampton Yount (@Hamptonyount) February 24, 2019

RIGHTEOUSNESS OF THE RAGE: Late Wednesday evening, Just for Laughs gave in to the requests. It goes to show: if you rage on the internet, you can make a difference.

“We’ve listened carefully to the concerns of Canadian artists and regret the stress we have caused the comedy community,” said Just For Laughs president Bruce Hills in a press release. “We are invested in the growth of Canada’s comedy industry and are working to include even more Canadian talent in all our initiatives.”

The press release also explained that SiriusXM 168 will be called Just For Laughs Canada and showcase 100% purely Canadian content, with all content being produced by Canadian artists independent of the Just For Laughs catalogue. Under this new model, Canadian artists will be eligible for the same royalties as they were with the previous channel.

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lindyhunt · 5 years

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Music Therapy: Tuning Up Your Mental Health with Prescribed Playlists

Carcia Campbell graduated from university with a journalism degree in 2002, but after facing a lot of rejection while trying to find work in her field, she became clinically depressed. For eight months, the Toronto-based blogger and musician sought help from doctors, therapists and family members—but nothing seemed to work. It wasn’t until a friend “forced” her to go to a Duran Duran concert that her real healing began.

The moment the band’s hit song “Rio” came on, something in Campbell shifted. While everyone else danced, she cried. But she wasn’t sad. Instead, she felt a sense of peace because she used to listen to that song while sitting in the back seat of her mom’s Oldsmobile. “It took me back to my childhood and made me feel good—it made me feel safe,” she recalls. “Duran Duran’s concert probably saved my life.”

After the Duran Duran concert, Campbell went into a “Coldplay stage” where she listened to the band’s X&Y and Parachutes albums on repeat. “It was kind of like the vibrations of the music literally just came into my body and filled up all the empty spaces, which is what I think music does,” she says, adding that she hadn’t “sung a note” while she was depressed but began to sing again following the concert. “[Singing to myself] was a reminder that there was a life inside of me and I needed to find a purpose rather than feel sad all the time.”

“[Singing to myself] was a reminder that there was a life inside of me and I needed to find a purpose rather than feel sad all the time.”

Campbell credits music as well as psychotherapy with helping her to move on with her life. And now, through HerCastleGirls.com, the blog Campbell co-founded with her sister, Chantel, she is able to continue incorporating music into her life on a regular basis. “I could never imagine my life without singing or creating, talking about or listening to music.”

The powerful effect music has had on Campbell’s life is a relatable narrative. Music serves as a form of therapy for many or, as Toronto-based creative director Talya Macedo says, “ends up being a soundtrack to our lives.” Just think of the times you have used music to help change your mood or state of mind. You turn on Kanye West’s “Power” while going for a run, play Adele’s “Someone Like You” to get through a heartbreak or put on Mozart’s “Piano Concerto No. 23” to help you focus while you’re working.

Dreyuh Safo, a Toronto-based music marketing consultant, creates mood-based playlists on the side because she sees music as a form of escapism. “If you’re working on something, or even if you’re cleaning, you’re kind of always in your head…so music helps you organize your thoughts,” she says. “For me, I love Daniel Caesar’s ‘Freudian.’ When it starts going into the choir chorus…. I will sometimes fast-forward to there just to feel it in my chest because I’m like, ‘Oh, I need this release.’”

While creating our own playlists can be therapeutic, professionals have been using music to treat emotional and physical issues since the mid-1900s, when psychotherapists used it in their practices. In the ’40s, the first music therapy college training program was created in the United States, and by the mid-’50s, Canadian music therapists began to offer their unique services to treat emotional trauma.

While creating our own playlists can be therapeutic, professionals have been using music to treat emotional and physical issues since the mid-1900s…

“A lot of people intrinsically understand that music can be used to impact their mood,” says Elizabeth Mitchell, a registered psychotherapist and accredited music therapist who works at Wilfrid Laurier University in Waterloo, Ont., and Homewood Health Centre in Guelph, Ont. “Music therapy hones in on that and is simply a more intentional process, conducted under the direction of a therapist.”

A session in music therapy can involve a therapist and a client creating a playlist that is designed for that person’s specific issues. “It may be designed to impact a particular mood, like depression or anxiety,” says Mitchell, adding that she listens to a calming playlist when going to the dentist. “Or maybe it’s for a specific purpose, like to help someone when they’re tempted to use a substance or are struggling to fall asleep at night.”

While we create our own playlists based on taste, music therapists work with their clients to curate lists based on a concept known as the iso-principle. This technique involves the therapist matching music to the current mood and physical state of the client and then presenting new music to incrementally or gradually encourage the desired change. For example, if a client is feeling sad, the playlist may begin with Coldplay’s “Fix You” to express how the client is feeling and finish with Florence + The Machine’s “Dog Days Are Over” to encourage motivation and a feeling of hope.

“If someone’s feeling depressed and they’d like to feel happier or more calm and grounded, sometimes it’s more helpful to start the playlist with a song that validates their sadness,” says Mitchell. “Then you work with the patient to incrementally change their mood by choosing songs that are a bit less sad, a little happier or calmer.”

A session in music therapy can involve a therapist and a client creating a playlist that is designed for that person’s specific issues.

But music therapy isn’t just about listening to prescribed music, explains Mitchell, adding that the experience is much more interactive. Sessions can involve a therapist and client making improvisational music together on instruments such as a piano, a guitar or a single drum or writing songs. But it goes far beyond a person banging on a drum to express their anger.

Andrea Lamont, a registered psychotherapist and certified music therapist who works at Holland Bloorview Kids Rehabilitation Hospital in Toronto, says she uses a variety of instruments, so clients can find a sound that resonates with them, and lets them express their feelings through that instrument. “I then meet and match their sound so it feels like they’re being heard and being recognized,” she says. “Creating music in the moment helps clients feel their emotions and stretches them to intensify or deepen the experience. We always safely bring them back to a place where we’re able to resolve any deeper or bigger emotions before the end of the session.”

For Mitchell, music therapy is about two people listening to each other, responding and expressing how they’re feeling. “The improvised music often has a lot of parallels to a conversation—it just doesn’t have to contain words,” she explains.

Lamont agrees. “I think there are a lot of timeless qualities to certain music that can really pull people together and make them feel like they’re connected and they’re part of something. We need that, socially.”

How music can help with your mental health:

“Music is a universal language that can connect people of all ages, cultures, backgrounds, genders, abilities and life issues,” says Sheila Lee, a certified music therapist based in Vancouver. “When words are unavailable, music is there as a powerful form of self-expression and communication.” She adds that studies have shown that engaging with music we enjoy can help increase our levels of oxytocin and dopamine (the “happy” hormones), release endorphins and decrease cortisol (the stress hormone).

“The more actively involved we are with music, the more benefits we can gain from it,” she says. On that note, here are seven tips from Lee on how to use music to reduce stress:

Dedicate a special time and space for music. Find a place where you can be free from distractions—and silence your mobile devices for the time being.

Pause, take some deep breaths and ask yourself “What am I aware of at the moment?”

Choose a song or create some music to match your present state.

Reflect on how the music affected you.

Set an intention of how you want to feel or what you wish for yourself and others.

Choose a song or create some music (sing, listen to or play it) that matches your intention.

Keep whatever you wish to retain from the music and let it take away whatever you wish to release.

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lindyhunt · 5 years

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Rihanna’s LVMH Venture Finally Has a Name

Earlier this year, it was announced that LVMH, the parent company that owns Louis Vuitton, would be launching a new brand—something they haven’t done since 1987. Even more exciting though, was the news that this brand would be led by none other than Bad Gal Riri, who although not a designer by training has seen massive success in retail with Savage x Fenty and Fenty Beauty. (Fenty Beauty was first launched by Kendo, an LVMH beauty incubator, and reportedly made $100m in just the first 40 days of its launch.) Making the news that much sweeter is the fact that this will make Rihanna the first black woman to head a fashion brand at LVMH.

That’s all the news we had for a while, until yesterday when we learned that the venture is called Project Loud France, a nod to the award-winning singer’s 2010 album, Loud. The Business of Fashion reports that, “According to newly obtained filings by French accounting firm Ledouble signed 7 December 2018, Rihanna is a 49.99 percent shareholder in Project Loud France via her company Denim UK Holdings, which was incorporated five months earlier in the UK.” The article also notes that the brand has received close to €30m worth of “in-kind contributions” from Rihanna, with LVMH contributing “a total of €30 million in cash.”

According to the filings, reports BoF, “Project Loud’s purpose is the “conception, fabrication, distribution, commerce, importation and exportation” of products in a wide range of categories spanning clothing for men, women and children, footwear, eyewear, leather goods, sportswear, “goods linked to lifestyle,” high-tech products, office supplies, home decor and garden products.”

Garden products? If Rihanna’s past ventures are any indication, everything she touches turns to gold, so who knows—2020 might be the year millennials graduate from succulents and really start developing their green thumbs.

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lindyhunt · 5 years

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Escape Your Everyday in These Cozy Canadian Cabins

Silence. It’s a great sound, isn’t it? In our ultra-connected world, it can sometimes feel hard to find. So here’s what you have to do: start driving into a forest, and don’t stop until your Instagram feed won’t refresh. And since you’re probably going to need a place to stay while you’re there, you’ll want to book something on your Airbnb app before you lose service.

We did half the work for you, scouring the country from coast to coast to find the coolest, coziest and most remote cabins available. Pack a deck of cards and your favourite book, and get ready to go off grid, unplug and learn how to build a fire.

Photography courtesy of AirBnb

Auburn Cabin

Sharbot Lake, Ontario

Just three hours from Toronto, this modern minimalist cabin is completely off-grid. But with access to sledding, snow-shoeing and a private dock on a quiet lake, you probably won’t even notice. Do make sure you snap a few pics to share when you’re back on wifi, because this house has over 2ok followers on Instagram. Oh, the irony!

Photography via Instagram/@nannupoopet

Storm Mountain Lodge and Cabins

Lake Louise, Alberta

Located in the heart of the Rockies, the Storm Mountain Lodge and Cabins are nearly 100 years old. Bundle up and hike to Lake Louise, and then relax with a steamy soak in the cabin’s oversized claw-footed bathtub. We won’t blame you if you skip straight to the second step.

Photography via Instagram/@dirtandglass

Refuge en forêt

Cookshire-Eaton, Quebec

This little cabin sits in the centre of a maple grove—and its AirBnb listing is entirely in French. Here’s the Google translation: “entirely made of wood, without electricity or running water, it is fully equipped with stove, stove and double mattress in mezzanine. For a memorable stay of rest in nature.”

ZzzzMoose Luxury Camping Cabins

Birch Plain, Nova Scotia

Sleep to the sweet sound of Pacific Ocean waves hitting the pebbles on this cabin’s private rock beach. From the deck, you might spot whales, seals, ocean birds, and the property’s very ‘own’ Bald Eagle who does a ‘fly-by’ a couple of times a day.

Photography courtesy of AirBnb

Raven House

Gananoque, Ontario

Surrounded by forest and water, shack up at the solar powered Raven House for a classic backcountry experience. Hot tip: sit by the fire with a cup of hot cocoa, watch the snow fall and indulge in the luxury of no responsibility.

Photography courtesy of AirBnb

Rustic Galiano Cabin

Galiano Island, British Columbia

At 200sq, this small and sweet cabin is the perfect place to cozy up to a loved one. There’s no TV or wifi, but if you get sick of the silence, there is an old-school radio that guests are free to use.

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lindyhunt · 5 years

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Herbal Essences’ Newest Shampoos Are Verified By EWG And PETA Approved (YES! YES! YES!)

Herbal Essences may be most known for its 90s shampoo commercials featuring women in the shower doing their best Meg Ryan impression in the When Harry Met Sally restaurant scene (remember the ad slogan “A Totally Organic Experience”?), but now it has two new claims to fame: It’s officially part of PETA’s Beauty without Bunnies family, a green light given to brands that don’t test on animals, marked by a seal featuring a leaping bunny. And earlier this year it became the first mass beauty brand to have the blessing of the Environmental Working Group (EWG) on two shampoos in its Bio Renew collection.

EWG is the non-profit organization behind Skin Deep, a product database built to help consumers identify clean cosmetics and personal care items, making it a thorn in the side of many beauty companies that formulate with ingredients EWG has deemed harmful and hazardous. Nudged by focus groups who told P&G (Herbal Essences’ parent company) that EWG’s insights inform their beauty purchases, Herbal Essences extended an olive branch, bringing lab coats from both sides together to formulate two sulfate-free shampoos.

Since full transparency was required, the project began with P&G inviting EWG to its labs. “We found that we had a lot more common ground,” says P&G’s Senior Scientist Rachel Zipperian. “They were impressed by the level and the rigour of our safety testing, and the number of toxicologists we have on site that they got to meet with.”

EWG has two key lists: one for ingredients that are restricted in certain quantities and another featuring ingredients that are unacceptable, says Zipperian. (For example, silicones are on the unacceptable list which is why both shampoo’s companion conditioners, which include the smoothing ingredient, are currently not EWG verified.) “Once you get to the point that you are just using ingredients that are on their restricted list, you have to actually sit down with them and disclose the levels and amounts of each ingredient in the product.”

After removing sulfates, the brand also had to create a new preservative system, which was tricky due to how long the company wants their hair products to sit on shelves. Reformulating its fruity and floral fragrance, the very thing those 90s ads suggested made the women scream in the shower (or the airplane) was also required, which took six months, says Zipperian. “Herbal Essences has so many sophisticated, complex fragrances. If we went with simple fragrances, things that are one or two ingredients, it would have been a lot easier.”

Herbal Essences also partnered with the Royal Botanic Gardens, Kew, an enormous green space, and the most biodiverse in the world, borrowing the brains of on-site botanists and mining its libraries of plants that’ve been collected for hundreds of years to learn more about the ingredients it uses such as aloe and argan oil. In the middle of a Canadian winter where we’re all most likely suffering from nature deficit disorder, may we suggest pausing Netflix for a sec and watching this short documentary on the collaboration for a hit of some Kew’s majestic trees, lush plants and blooming flowers.

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lindyhunt · 5 years

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How to Craft a Brand Manifesto [Guide + Examples]

In Simon Sinek’s famous Ted Talk “How great leaders inspire action”, he fleshes out a concept that some of the most inspiring leaders and organizations -- specifically Apple, Martin Luther King Jr., and the Wright Brothers -- leveraged to build loyal followings. It’s called Start With Why.

Start With Why suggests that if your brand truly wants to inspire an audience to follow you, your core message should focus on your organization’s purpose -- not how you make your product or what your product is. Spotlighting why people should care about your organization is how Apple, Martin Luther King Jr., and the Wright Brothers ultimately built a body of support for their causes, even though they all faced fierce competitors.

Simon Sinek’s notion that people buy the “why” behind your organization, not the “what” or “how”, isn’t some idealistic trend catching fire in the business world today. It’s actually rooted in human biology. To explain further, the most primal part of the brain is called the limbic system, and it controls all decision making. It also happens to control all of our emotions and feelings.

So, resonating with your audience will also appeal to the part of the brain that’s responsible for action. In other words, if you can evoke emotion, you can drive behavior. If you can’t do the former, though, you’ll struggle to build a loyal following, let alone sell them anything.

But how do you discover the “why” behind your organization? How do you actually connect with an audience and inspire them to follow you? One of the best places to start is by writing a brand manifesto.

What is a brand manifesto?

A brand manifesto describes why your organization exists, its purpose, and why people should care about your brand. It’s typically an emotional story that captivates your audience, emotionally connects with them, and persuades them to support your brand. Not only can it build a loyal customer base, but it can also attract top talent to your organization.

5 of the Best Brand Manifesto Examples

1. Nike

Image Credit: Pinterest

Even though Nike endorses some of the biggest names in sports, like LeBron James, Cristiano Ronaldo, and Serena Williams, they never boast about how the best athletes in the world use their equipment. Instead, they stick to what has skyrocketed them to the top of the sports equipment industry -- emotional resonance.

Nike wants people to understand that success doesn’t mean becoming the greatest of all time. It means you did everything you could to become the best possible version of yourself. And that’s the “why” behind their brand -- to empower every athlete, regardless of their talent or ability, to reach their potential and achieve their own greatness.

2. Fiat

Image Credit: Pinterest

Fiat isn’t just selling a sleek, Italian car. They’re selling a lifestyle. In their brand manifesto, you get a glimpse of the life they want to offer to their customers -- a life that they can live with burning passion and thrilling excitement.

However, Fiat doesn’t want its customers to live recklessly. They actually want them to treasure the little things in life just as much as the big things. So the “why” behind Fiat’s brand isn’t really changing their customers’ lifestyle -- it’s changing their attitude toward life. And that’s a compelling mission to have.

3. The North Face

Image Credit: Pinterest

Most travel equipment brands focus on how their products can enable you to travel and explore your surroundings, which is engaging on the surface. But, in The North Face’s brand manifesto, they go another layer deeper by diving into why we explore.

By describing how exploring helps us understand ourselves better, The North Face’s purpose is crystal clear -- they not only want to help us explore more, but they also want to help us change for the better, lead more fulfilling lives, and cherish what we have.

4. Apple

Image Credit: Pinterest

For almost his entire career, Steve Jobs was considered crazy. His bitter disdain for the status quo compelled him to shatter conventional wisdom whenever he could, driving such a large wedge between him and his colleagues that they forced him out of the company he founded.

Despite all his controversy, though, Steve Jobs’ ability to think differently was what fueled Apple’s innovation and transformed it into the most valuable brand in the world. Steve Jobs’ story is the driving force behind Apple’s purpose. If they can inspire people to think differently and challenge the status quo, then they can help propel society forward and change the world -- just like Steve Jobs did.

5. Levi’s

Image Credit: Pinterest

No one wants to coast through life. But, a lot of times, we drift away -- and we don’t even notice it happening. To help catch yourself settling in life before it’s too late, Levi’s crafted a brand manifesto overflowing with so much purpose that it could convince Eeoyre from Winnie-the-Pooh to go make his mark on the world.

By asking their audience whether they’ve made the world any better and telling them that all they need is their gut instinct and the clothes on their back to make that impact, Levi's conveys a brand purpose almost everyone would passionately follow for the rest of their lives -- don’t ever settle.

How to Write a Brand Manifesto

Identify your organization's "why".

Write in second- or third-person to place your audience into the story you're telling.

Describe how your brand's purpose will improve people's lives.

1. Identify your organization’s "why”.

Your brand’s purpose drives your entire brand manifesto. Without presenting a clear and convincing purpose, your manifesto will seem like an inauthentic, emotionally manipulative sales pitch. Your audience wants to know why they should care about you -- and your product’s “best-in-class” features has never been a compelling enough reason to support a business.

To uncover your organization’s "why”, consider asking your founders why they started the company. What problem were they trying to solve? Why did it bug them so much? And why do they want to keep growing the company? You’ll most likely find your organization’s purpose within those answers.

2. Write in second- or third-person to place your audience into the story you’re telling.

In each of the brand manifestos above, you’ll notice that the copy pulls you in by including the words "we” or "people”. That’s because Nike, Fiat, and The North Face all know that their audience primarily cares about how the brands can help them, so using pronouns like "you”, "we", and "them” (when referring to their own customer base) can engage people on a personal level and place them in the narrative the brands are crafting.

3. Describe how your brand’s purpose will improve people’s lives.

Most people aspire to transcend their current identity and lives. Self-actualization is a universal goal that almost everyone wants to achieve. And the smartest brand marketers understand this about the human condition.

For instance, did you notice how each of the brand manifestos above is essentially a life mantra that can improve your life? Nike -- define and meet your own greatness. Fiat -- enjoy life to the fullest. The North Face -- never stop exploring. Apple -- think differently and challenge the status quo. Levi’s -- don't ever settle in life.

By describing each brand's purpose in a such genuinely selfless fashion, each company's brand manifesto can prompt their audience to imagine a future with their product or service bettering their lives.

Start With Why

Your brand’s purpose is one of the most challenging things to pinpoint and communicate. But if you want to craft a compelling brand manifesto that will engage an audience and persuade them to support your brand, you must be able to clearly convey the reason you exist and why anyone should care. Only then will you be able to build the loyal following that every brand craves.

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lindyhunt · 5 years

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Rokh is the Brand that Will Finally Replace Phoebe Philo’s Céline

I have a confession to make that feels somewhat sacrilegious: I was never that into Phoebe Philo’s Céline. “Muted,” “understated,” and “quiet” are traits I find useful in an apartment building but not necessarily my wardrobe, where I prefer to dabble in such timeless trends as ‘mall goth’ and ‘prairie dresses.’ I just don’t find minimalism visually stimulating and will forever remember the time period between 2012-2016 as a fashion void where everyone was trying to channel either sexy Steve Jobs or a cult leader.

That said, it was still disheartening to watch as the cohesive brand identity Philo had singlehandedly created for Céline was razed to the ground by her successor in favour of ahistorical, overpriced clubwear. No one in the industry could fathom which brand would pick up where Philo left off. Would it be The Row, who charges upwards of $1000 for a modest-looking cashmere sweater? Even Gabrielle Boucinha, the mastermind behind @oldceline, wasn’t quite sure.

Enter Rokh, an upstart label founded by Rok Hwang, a Korean-American who grew up in Austin, Texas but is now based in London. Founded in 2016, Rokh made its Paris Fashion Week debut earlier this week with a complicated collection that made unpredictability its hallmark: business lady blazers were outfitted with bondage clasps, sensible pencil skirts were layered atop kinky Perspex, and paisley dresses shared equal airtime with neon turtlenecks.

Hwang trained under Louise Wilson, the fashion design professor who launched Alexander McQueen’s career after admitting him into Central Saint Martins’ Masters program without the requisite degree, and yes, Phoebe Philo. “Phoebe really helped me to define how to cut or fit a garment and taught me to perfect everything I make. That has been a real, life-changing experience for me,” Hwang told WWD. Though Philo’s influence on his work is palpable, it is hardly the defining characteristic. Hwang twists Philo’s quiet sensibility into something almost unrecognizable, where practicality mingles with perversity.

Photography Courtesy of Imaxtree

[email protected]

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On first glance, Rokh’s designs are wild and freewheeling, yet on second glance, a restraint emerges. Hwang whips up stodgy fabrics like tweed and grey suiting into unexpected shapes; One hard-to-describe dress was fashioned out of khaki fabric and featured cutout side panels and an asymmetrical pleated skirt. He splices panels of plaid fabric into a traditional trench coat, conducting “millions of fittings” to ensure the fit is perfect.

It would be easy to suggest that Rokh is primed to poach grieving Céline customers from under Hedi Slimane’s snout. But in an interview with Vogue Business, Hwang makes it clear that’s not what he’s about. “Even though you love it so much, I don’t think it is right artistically to follow in someone’s footsteps. I try to always create my own narrative and new language for my brand…I want people to walk away understanding this is a new story, a new vision and new fashion.”

There’s a quote oft attributed to Diana Vreeland that suggests the purpose of fashion is to, “Give ’em what they never knew they wanted.” Of all the up-and-coming designers, Hwang is already proving he possesses the ability to do just that.

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lindyhunt · 5 years

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Choice and obligation

If it’s an obligation, then you don’t have a choice.

Pretending you do is simply a way to create frustration. Free yourself to simply do what you have to do.

On the other hand, if you do have a choice (and you probably do) then it doesn’t make sense to treat it as an obligation. Own the choice.

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lindyhunt · 5 years

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Who Bears Responsibility for the Environmental Impact of Online Shopping?

Within seven walking minutes from my Toronto home, there are four grocery stores, three drug stores and at least a dozen corner stores selling everything from plants to peanut butter. And yet, when I need to restock on toilet paper, I turn to Amazon—where a host of other site-recommended cleaning products, books and gadgets usually find their way into my shopping cart.

I’ve managed to convince myself that the delivery packaging itself is not wasteful: cardboard boxes are an excellent vessel for holding, transporting and dumping other recyclable items. There is, however, an environmental impact of our culture of convenient consumption that I hadn’t considered: shipping emissions.

Transport has overtaken electricity as the #1 offender in terms of carbon emissions, and the e-commerce norm of fast, free shipping is a massive contributor. Etsy—the global marketplace where you can shop pet portraits, handknit scarves and mid-century sofas—is the first e-commerce company to do something about it, pledging to completely offset the carbon emissions from shipping their products.

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“Now, each time someone buys an item on Etsy, we will automatically purchase verified emissions reductions, more commonly known as “offsets”, through our partner 3Degrees,” the company’s CEO, Josh Silverman, wrote in an Etsy blog post. “These purchases support environmental projects, including protecting forests that improve air quality and absorb carbon, sponsoring wind and solar farms that generate clean energy and replace fossil fuels, and developing greener methods for producing auto parts.”

This initiative comes at no additional cost to buyers or sellers — and a seemingly marginal cost for Etsy. “Considering these offsets will cost less than one penny per package for Etsy,” Silverman continues, “we don’t believe that cost should be a prohibitive factor for others to follow in our footsteps.” But those pennies add up. For Amazon, who reported that 5 billion items were shipped through its Prime program in 2017, a similar promise would cost close to $50 million. That said, the company did hit a $1 trillion valuation last year. It’s all about perspective.

And here’s a piece I’d like to share: every day approximately 55,000 metric tons of CO2 are emitted into the atmosphere by online package deliveries in the United States alone. To jumpstart their efforts, Etsy is offsetting shipping emissions for the entire US e-commerce sector on February 28. Offsetting this impact for one day is the equivalent of protecting 260 square km of forests for one year—or, a forest that’s over twice the size of Vancouver. I’ll remember that the next time I’m too lazy to cross the street for a roll of toilet paper.

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lindyhunt · 5 years

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Knix Is Having Its First-Ever Warehouse Sale in Toronto

You’ve probably heard of Knix, the Toronto-based intimates brand known for its empowering ad campaigns featuring a diverse range of models and its innovative underwear technology. Since the brand’s beginnings in 2013, Knix’s aim has been to help women feel comfortable, confident and at ease with their bodies.

From March 7 to March 9, Knix will be having a warehouse sale in the heart of downtown Toronto—its first-ever! And we’re not talking about some run-of-the-mill 25 per cent off sale either. The brand’s acclaimed moisture-wicking, anti-odour underwear and comfy wireless bras will be going for 50 to 80 per cent off. Also available will be tank tops, sweat-proof T-shirts and sleepwear.

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$5 Underwear? $20 Bras? Don’t worry, you’re not dreaming! Who’s excited for the first ever KNIX WAREHOUSE SALE 🛍 Our best deals ever, for just 3 days in downtown Toronto. Location: 225 Richmond St West (Parking available on location) Dates/Times: Thursday March 7 from 12 pm – 9 pm Friday March 8 from 10 am – 9 pm Saturday March 9 from 9 am – 7 pm Mark your calendars, and get there early! We'll see you there 👋🏼

A post shared by Knix (@knixwear) on Feb 26, 2019 at 1:16pm PST

In terms of bundle deals, you’ll be able to snag 1 bra for $30, 2 for $50 or 3 for $60. Athletic underwear is slated to be priced at $21 for 3 pairs, or $50 for 10 pairs, and trio of super-flattering (and highly absorbent) leakproof period underwear will run you $27. You won’t need to worry about limited sizing either: pieces will be available in XS to XXL, and 32A to 42G.

So, if you’re interested in scoring some cute and comfy underwear, mark your calendars. The sale will take place at 225 Richmond Street W. in Toronto on March 7th (12 p.m. – 9 p.m.), March 8th (10 a.m. – 9 p.m.), and March 9th (9 a.m. – 7 p.m.).

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lindyhunt · 5 years

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J. Crew Taps Chris Benz as New Head of Women’s Design

J. Crew has seen a lot of change over the past few years, with the departure of CEO Mickey Drexler earlier this year. But the most recent change is a promising one: J. Crew has announces that Chris Benz will lead the company as the new head of women’s design. He joins from Bill Blass, the American fashion house where he held the role of creative director since 2015.

Photography by Amy Sussman/REX/Shutterstock

If Benz’s name sparks some familiarity, that’s because the formerly pink-haired designer founded his own quirky ready-to-wear line in 2007, featuring kooky prints and bright colours that earned him the nickname, “The Prince of Colour.” Despite his status as a critical darling, the Chris Benz line folded in 2012.

This isn’t Benz’s first stint at J. Crew either. From 2005 to 2006, he worked under then-creative director Jenna Lyons before branching off to start his own line. “J.Crew is where I started my career and I have always loved the inspired mix of things – colour and pattern, texture and quality – that defines it,” he explained in a statement to Business of Fashion. “I look forward to innovating on the brand’s essential classics to create an eclectic American style that is both polished and unique, and revives J.Crew as a destination where everyone can find something special.”

Having taken time away from the brand to grow and solidify his name in the fashion world, Benz comes back to J. Crew with some serious credentials and preppy-glam design chops. It will be interesting to see how much of his creative thinking makes its way into new collections, and whether his aesthetic vision will give the flagging retailer the boost it needs to get back up on its feet again. A press statement from the company offers some hope, “These necessary and significant changes are part of the company’s efforts to revitalize the J.Crew brand among consumers, while also becoming more productive and more profitable in the process.”

We’ll be eagerly waiting for the release of the first Benz-designed line.

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lindyhunt · 5 years

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How We Grew Our Organic Reach 185% on Facebook

In 2018, Facebook enacted some algorithm changes that negatively impacted a brand's ability to reach its audience organically.

HubSpot's Latin America & Iberia Marketing team were no exception to this.

Despite having half a million Spanish-speaking fans on our Facebook page, we realized we were barely able to reach one percent of them -- which is pretty shocking, if you think about it.

That meant, despite years of work building up our Facebook audience on the platform, that we weren't even able to communicate with our fans when we had something interesting to say.

Unless, of course, we paid.

But, from our perspective, paying to talk to people who already know about HubSpot, and presumably already like us, didn't sound the right thing to do. It also didn't seem to align with our goal of creating sustainable, genuine connections with our audience.

After months of suffering a down-trend on our Facebook numbers, and finding out about an increasing number of Facebook updates, we reached a turning point when we realized we needed to change our social strategy -- and, more fundamentally, the way we thought about Facebook.

Here, we're going to explain the six fundamental changes we made to our Spanish-speaking Facebook strategy to increase our organic reach over two and a half times.

How To Increase Organic Reach Despite Facebook's Algorithm Changes

1. Think of Facebook as a publishing platform.

Traffic was one of the main metrics we used to measure our Facebook performance in the past. As many brands do, we saw Facebook as a portal to our website -- a channel to obtain traffic.

In fact, Facebook has traditionally be one of the most important sources of traffic for many businesses … so it would be foolish not to tap into it, right?

Unfortunately, that was the case for the old Facebook. In the last couple of years, however, Facebook has carried out many updates for the same underlying goal -- to keep users on Facebook longer, and increase engagement on the platform itself. As a consequence, external links are not held in very high regard.

Now, brands that only use Facebook as an amplifying channel for their websites, or blog, are going to suffer the most from the algorithm changes.

We were part of that group.

Once we realized our old strategy wouldn't work on the new Facebook, we knew we needed a mindset change -- something many brands are likely unwilling to do.

To succeed on Facebook, we began thinking of Facebook as a publishing channel. This fundamentally meant creating quality content to be consumed directly on Facebook -- no links.

Okay, I know what you are thinking now: What happens with my traffic then? How do I convert all those people?

This is what scares most people -- you don't. You grow your brand awareness, and grow your reach. People may not be on your website, but they are still seeing your content and your brand, so when they are ready to buy or need something from you, they will remember you. You will be top of mind.

And magic will happen.

2. Play by Facebook rules (engagement, engagement, engagement).

Facebook's algorithm favors certain types of content. And those algorithm-favored pieces of content are put in front of more people -- and, as a result, get more engagement.

Of course, those favored content types are constantly evolving at Facebook, as the company continues to try to improve the engagement of its users. So it's critical you remain flexible and willing to experiment with content types as you enact your own Facebook strategy.

For us, videos have been our best bet over the past year, and have worked wonders for us -- once we recognized the power of video, we moved from less than 10% video content to 50% video content, which consistently gets higher reach than any other type of content.

3. Break up with paid boosting.

Along with the change to our organic strategy, we also changed the way we approach boosting posts on Facebook.

We came to the conclusion that boosting is not a sustainable strategy to get people's attention on Facebook. We slowed down our spending to focus on organic-only, and to understand which type of posts work for us -- and which didn't.

Once we started to see improvements in our organic reach and were happy with our overall strategy, we started investing again on boosting posts but, unlike in the past, we now only boost high-performing posts to generate extra engagement and reach, not clicks.

This approach reinforces our overall strategy and allows us to spread our net wider when it comes to brand awareness.

Additionally, it's important to note we keep our paid social strategy completely separate from our organic strategy, since those teams have varying tasks and goals.

4. Change the way you measure success.

A year ago, we used number of likes as our main growth indicator for social -- now, we see that number is meaningless.

Measuring the number of likes a post gets is no longer a good metric to determine the success of your Facebook strategy. There is no point in having 500K fans if your posts are being seen only by 5K. I'd rather have 100K fans, and have most of them see my posts regularly -- wouldn't you?

As a consequence, we came to the conclusion that we should move away from likes, and instead adopt a reach metric to measure our performance.

Of course, total reach can be easily manipulated by playing with frequency -- but a metric like Average Reach per Post is something we felt could help us most accurately measure our performance, and how many people are exposed to our brand regularly.

5. Keep it organized.

Giving some structure to your social posting might sound like a basic tip, but it really gave us the consistency and focus we needed for Facebook.

We implemented a detailed social calendar and divided the posts by categories, allowing us to be more effective when creating content. It also enabled us to work better as a team. For instance, we allocate some weekly slots to areas of the business we want to surface, such as the Flywheel or Academy, and created social content with that in mind.

This structure also helps us to better analyze which posts perform best, and adapt our social calendar on an ongoing basis.

6. Consider alternatives.

Not everything works as planned. We have tested some ideas that have failed -- alternatively, good-performing ideas have lost momentum.

#MartesEnVivo, a weekly Facebook Live broadcasting series, was our Tom Brady for months. Every week, it would be our top-performing post, driving up engagement and reach numbers.

But nothing lasts forever. When introducing more and more video content as part of our social content, we noticed that #MartesEnVivo was losing momentum, and the performance was not good enough for all the effort we were putting into it.

However, the content we shared in #MartesEnVivo was unquestionably valuable for our users, so we recently decided to spin the series and relaunch it on YouTube with a different name and different format.

The plan with this is to take advantage of YouTube search nature to make the lifespan of these videos longer -- and, also, to free up some precious slots on Facebook for ephemeral videos that perform better there.

This will happen to you as well, so it's always a good idea to keep in mind that Facebook is not the only social network that businesses can use.

There is always a channel for good content.

Our Results

The results have been surprising, even for us. We knew this was the right approach, but we never anticipated such a big improvement in our metrics in only five months.

Ultimately, we saw an average 185% increase in organic reach per post. We also saw a significant increase in all the metrics related to video-viewing on Facebook.

Over the next year, we are going to strive to push these numbers even further by continuing with this strategy, and trying new formats that can give us an extra push.

Facebook Stories, for instance, is receiving a lot of attention from the Facebook community -- so it's definitely something on our radar.

Ultimately, Facebook's algorithm changes can be scary and frustrating for your company, but it can also serve as a major opportunity for new growth. By changing your Facebook strategy to respond to Facebook's changes, you just might find new avenues to reach, and impact, an even larger audience.

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lindyhunt · 5 years

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How to Find your Dream Job in 2019

I remember sitting in one of my career classes in college listening to my professor tell the class how long it can take to find a job.

“Sometimes you’re completely qualified for the positions in which you’re applying for, yet it can take several months to find the right position,” he said.

My professor wasn’t kidding. I started applying for my first job six months prior to graduation, and it took me all six months to find one I was excited about accepting. Then, when I began the search for my second job, it took me closer to nine months from the moment I decided it was time to start searching for new roles to the call I received with the job offer I accepted.

Long story short — searching for a new job isn’t always an easy process. It has the potential to become stressful, time-consuming, and frustrating. But no fear! We’ve created this guide to help you through the process and make it a bit less intimidating. We’ll review the first 10 things you should do when you begin your search, where you can find job listings of interest, how to prepare for an interview, and the ways in which you can accept a job offer.

Let’s dive right in.

Depending on your specific situation, you may not need to walk through each of the following steps. This list is here to simply guide you through the beginning stages of your job hunt, so feel free to modify it as needed.

1. Consider your personality.

Your personality tells you a lot about yourself — what you enjoy doing, what makes you happy, how you like to communicate, and even the types of jobs you’d likely be really great at. There are a number of ways to incorporate your personality traits and characteristics in your job search. You can take one of the many online personality tests to learn more about your specific traits and discover various types of work and tasks you’d be a good fit for. This information is also helpful when thinking about the type of work environment you’d be most productive in.

Your personality will help you narrow your search in other ways too — for example, if your results come back with details about you being more shy, introspective, and reserved, you can research ideal jobs for introverts.

2. Think about your skill set.

Your skill set is a list of your abilities — such as communication, decision making, and ability to work under pressure. These are often listed on your resume, so they’re important to consider for that reason as well as to help you determine the type of role you’d be successful in. You can learn more about your skill set and how it plays a part in the type of career you’d be an ideal fit for by taking a career aptitude test.

3. Reflect on your background.

Your previous work experience and education, or your background, are also great ways to determine a career path you’d be suited for.

For example, I studied journalism in college and worked at a news station after graduation, yet wanted to leave the TV industry. My background, which was tailored towards writing jobs and content-heavy positions, made me an ideal candidate for a blog writer position at HubSpot.

If your background doesn’t align with your newfound career interests that’s alright too! This may require a little more research on your end about whether or not you’ll need to go back to school for a masters degree, get a certification of some kind, or work in an entry-level position in your new field of interest.

4. Brainstorm your career goals.

Brainstorm your personal and career goals to help you determine the right job for you. Think about things like work-life balance, salary, and what you can envision yourself doing in 5-10 years. This will help you narrow down your search as different industries and positions have a range of standards when it comes to factors such as career flexibility and growth.

5. Create a list of your dream companies.

Whether or not you’re sure about the actual position you’re looking to get into, you should create a list of your dream companies to work for. This is a great way to keep track of the companies you’re most interested in, remain goal-oriented, and remember to continually check their job listings to ensure you’re not missing the perfect opening. You can then tailor your cover letter and skill set on your resume to fit these target companies’ candidate requirements and expectations.

6. Consider companies similar to your dream companies.

Be sure to consider companies comparable to your ideal companies as well. For example, if you’re hoping to work for a major company like Nike, you might also consider a smaller but quickly growing company in the same industry such as NOBULL. By being open-minded and realistic about how you’re going to reach your end-goal, you avoid locking yourself into one, narrow career path option.

7. Network professionally.

Whether you’re looking to stay in your current industry or pave a completely new path in another, professional networking is critical. These days, over 70% of job offers at companies, or at least get interviews, as a result of networking. Networking can help you get your foot in the door at a company of interest, gain a new and valuable reference, and determine whether or not you really want to move into a specific type of role.

8. Clean up your social media accounts.

These days, recruiting managers, hiring teams, and other people at the companies you’re applying to will often look you up on social media as part of their candidate search and screening processes. This means you should either make sure all of your social media accounts are not public, or remove every picture, video, or comment that may lead a potential company to believe you’re not mature or professional enough to join the team. The last thing you want a hiring manager at your dream company to do is take you off their list of potential candidates because of something on your Instagram or Facebook profile.

9. Update your LinkedIn profile.

Did you know there are over 6.1 million users on LinkedIn? That includes people like yourself looking for new jobs, people who are content in their current jobs, and people who are looking to recruit for and fill various openings at their companies.

That’s why ensuring your LinkedIn profile is up-to-date when you begin your job search is critical. Be sure to describe in detail all of your relevant, past work experience including promotions and notable mentions, as well as your education, awards, certifications, and anything else you feel is worth sharing. Make your profile look even more professional by accepting and initiating connections with people you know so you’re more likely to receive endorsements for your skills, experiences, and traits.

Recruiters, hiring managers, and employers who find you on LinkedIn will see you as a competent, impressive, and qualified candidate who’s taking the hiring process seriously.

Learn how to use LinkedIn for professional networking, business, and marketing.

10. Prepare your resume.

You must prepare your resume at the beginning of your job search for the same reason you need to update your LinkedIn profile — to ensure all of your latest and most relevant experience is available to recruiters and hiring managers so they can determine whether or not you’d be a good fit for the role you’re applying for.

Without a strong and updated resume, the companies you apply to won’t have any reason to take you seriously. Pay attention to the small details, such as your resume font and the skill set you choose to share. After all, this is how you’re going to make an impactful first impression.

(When in doubt, you can always update your resume using a template to ensure a professional look and feel that will blow hiring managers away.)

How to Find and Apply For Your New Job

Now that we’ve reviewed which steps to take in the first stages of your job search, you might be wondering how to find a job you want to apply for and make yourself stand out as a candidate. We’ve created this collection of tips and tricks involving job search sites, cover letters, and interview prep to help you do just that.

Job Search Sites

Today, job search sites — also known as job search engines —are one of the most common ways to find a new job. These sites provide you with valuable information on companies, location, industry, salary, qualifications, company reviews, and more.

Other benefits to using a job search site are the ability to upload your resume and cover letter for quick and easy application submission and the option to be alerted when a new job listing is posted based on criteria you provide.

There are a number of popular job search sites that are used by millions of people around the world — so which ones should you use? Below we list six of the most common options.

Indeed provides you with access to new job listings, company reviews, and accurate salary information. The site also allows you to post your resume so recruiters and employers can easily reach out you.

CareerBuilder gives you the opportunity to search for a new job based on specific criteria, including your experience, location, or skill set. You upload your resume so employers can recruit you and the site will also review your profile and recommend jobs to help you find the right match.

Monster allows you to upload your resume for a free assessment to ensure everything looks perfect. The site has a variety of other resources like opportunities to receive professional advice and interview tips, as well as to access to the latest (and most popular) job listings, salary information, and company reviews.

LinkedIn isn’t just a networking site — it’s also a job search site. The site will take you through a series of steps to help you begin your job hunt. You can then view position openings and employers can read your resume (as well as easily view your LinkedIn profile). LinkedIn also allows you to search for jobs according to your specific career interests to narrow down your options.

Craigslist is a very straightforward and simplistic job search site. Employers post their latest job listings and you can search through them by location and/or one of the site’s 20+ industry types.

Glassdoor gives you access to the latest job listings, employee reviews, interview tips, and salary information. You can post your resume for hiring managers to contact you and the site also has a feature to view the types of interview questions specific companies tend to ask so you can prepare to the best of your ability.

Once you’ve determined which job search sites you want to use, it’s time to begin preparing your cover letters to send along with your resume to your prospective employers.

Unique Cover Letters

In a job application, your cover letter accompanies your resume and persuades an employer to interview you. It should describe the reasons why you’d be a great fit for the position you’re applying for — and when paired with your resume, the employer should clearly understand what makes you qualified for the opening.

Save time and use templates to create the perfect cover letter.

Not all companies require cover letters. Some make cover letters optional and some choose not to accept them at all. If cover letters are optional for the positions you’re applying for, sending one in is really up to your discretion as there are a range of opinions about their importance. However, if you’re required or choose to include a cover letter, you’ll want to make sure it’s concise, well-written, and stands out against those of your competition.

Discover everything you need to know about crafting the perfect cover letter.

Interview Preparation

Needless to say, nailing your interview is critical if you want to receive a job offer. Although interviews are often high-pressure experiences for job-seekers, thoroughly preparing for them is a great way to relieve some of the stress.

Here are some commonly asked interview questions you can review and think about in preparation for your next interview. You can click the links to learn how to answer these common questions.

Tell me about yourself.

What are the reasons for leaving your last job?

Where do you see yourself in five years?

What motivates you?

What makes you unique?

What is your greatest weakness?

You can also use other resources for prep like Glassdoor’s past-interview-question feature, blogs about the job search process in your industry of interest — like this guide about marketing jobs — or ask the people you network with about their past interview experiences.

Accept A Job Offer

The last aspect of the job search process is the most exciting — accepting an offer!

Once you receive a job offer, be sure to get all of the important position details regarding salary, benefits, expected start date, and anything else you’re looking for clarity on. Remember, it’s normal — and expected — to ask for some time to think about the offer so you can review it before officially accepting. The hiring manager may give you a day, two days, or even a full work week to do this if you ask.

Don’t be afraid to decline the offer if the job isn’t the right fit for you. Other offers will come around — be patient and wait for the one that makes you excited. Also, you may choose to negotiate the salary upon receiving your offer. There are professional and realistic ways to negotiate a salary you’ll want to follow to ensure this process goes smoothly.

Lastly, you’ll need to give your current employer your two weeks’ notice to let them know you’ll be leaving the company so they can begin preparing to find a replacement or make any other necessary adjustments to your team and/ or department.

Learn about how you can prepare for your new job once you’ve accepted an offer.

Start Your Search

Beginning the job search process can be an overwhelming one. But following this guide and thoughtfully determining the exact type of role and company you’re looking for is a great way to make it less daunting. Remember to use job search sites to your advantage and prepare for your interviews so you’re ready to impress anyone you meet — get started searching for your next position today.

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lindyhunt · 5 years

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How to Run LinkedIn Ad Campaigns: A Beginner's Guide

LinkedIn is a highly valuable tool to network with like-minded professionals. But here's something we don't talk about as much as we should: LinkedIn is also a highly useful inbound marketing platform.

It might seem a little bit intimidating. You have enough on your plate … do you really need to figure out another way to create targeted content? Actually, yes. You have more power at your disposal with LinkedIn than you might realize.

That's because LinkedIn has a powerful ads platform. If you're already using pay-per-click (PPC) techniques to power your presence on Facebook, Twitter, or Google, consider yourself lucky — you can add LinkedIn to that list, too.

Download our free two-week planner on running LinkedIn Sponsored Content campaigns.

But if you're new to LinkedIn ads, fear not — we've put together a step-by-step guide to setting up your first LinkedIn ad campaign. Bookmark this post and refer to it when you're ready to get started.

How LinkedIn Ad Campaigns Work

Advertising on LinkedIn is a two-step process: first, setting up your LinkedIn campaign and then, creating your ad(s). In this section, we walk through how to set up a campaign and build your ad(s) — plus some best practices and tips for each.

Step One: Setting Up Your Campaign

Your LinkedIn advertising campaigns will live on a platform separate from the LinkedIn you see every day — the LinkedIn Marketing Solutions platform. Visit this page to get started with your campaign, and select "Create Ad."

From there, you'll be prompted to create a LinkedIn Campaign Manager account (if you haven’t yet). Make sure you enter your associated LinkedIn Company Page if you have one.

Next, you’ll be taken to your member dashboard. If you haven’t entered your billing information, you’ll need to do so to unlock your account. (Don't worry — you won't be charged until your campaign is live, and from there, you'll be charged periodically for ad clicks and other engagements.)

On your dashboard — or "Campaign Manager," as it's formally called — you'll see a call-to-action (CTA) to “Create campaign.” Click that button, and you'll be redirected to a page where you can start setting up your campaign.

Note: As of February 2019, LinkedIn introduced a “new objective-based campaign creation experience”. We’ll be covering that new process in this article — to learn more, check out this page.

First, indicate a Campaign Group and name your campaign. Campaign Groups help you organize your campaign. You can leave the Default Campaign Group as-is, or create a new Group.

As for the campaign name, these are only visible internally, so we recommend you choose a highly informative name — especially if you have a few different folks working on the campaign.

For example, if I was doing a test to determine the best type of demographic targeting, I might use the title, "Unicorn Food Ad Test — North America, 18 to 24, Female." That name describes exactly who I'm targeting, without having to view its details. Compare this to something like "Unicorn Food Test 1," which doesn't indicate anything about who the ad is targeting.

Once you choose your Campaign Group and name, you can start setting up your campaign.

1. Objective Selection

First, choose your campaign objective. Your objective is what you want people to do when they see your ads. According to LinkedIn, choosing an objective helps them “customize your campaign creation, deliver the best ROI for your stated goal, and show you relevant reporting.”

There are three overarching campaign themes: Awareness, Consideration, and Conversions. Under those themes, the available campaign objectives are:

Website visits will drive traffic to your website and landing pages. According to LinkedIn, this type of campaign will also boost brand awareness (at least while that objective option remains unavailable).

Engagement will increase engagement on your content and boost followers on your LinkedIn Company Page.

Video views will increase exposure of your videos to people who are likely to engage with them.

Lead generation will show a LinkedIn lead generation form with pre-filled LinkedIn profile data to those LinkedIn users most likely to engage with the form.

Note: LinkedIn is still releasing a handful of features as part of their new campaign creation experience, including a handful of objective options. Check back for some exciting updates!

2. Audience

Next, choose the parameters of your target audience. Targeting who sees your ad can help it fulfill its campaign objective — the more specific and relevant it is to your audience, the better it’ll perform. LinkedIn allows you to target according to a few different categories, which we've outlined below.

You don't have to use all of these options, but the more specific your targeting criteria, the more relevant it's likely to be to the audience you select — and, therefore, the more likely you are to have a better ROI.

First, answer a few basic questions, like the language in which you'd like your ad to appear. It can be written in any of the 20 languages LinkedIn supports, including Spanish, French, and German.

You must also select at least one location for your ads. Depending on your business, more specific targeting may be helpful. You can select a location as broad as North America, or as specific as the San Francisco Bay Area. Consider excluding any nearby locations from your campaign so your budget isn’t wasted on locations where your ad isn’t relevant.

Next, click “+ Add new targeting criteria.”

Company

If your target audience has a certain employer, you can target it directly — even by name. You don't need to have specific names in mind, though; LinkedIn allows you to also target companies based on the industry (like Legal, Non-Profit, or Finance) and company size.

Demographics

If your audience is heavily skewed toward one gender and/or age group, target your ad toward them.

Education

If you are looking to target people who have a particular educational background, you can target your ads based on schools. For example, perhaps you're trying to target a certain alumni association — you can reach out to it through a LinkedIn ad. You can also customize the targeting according to the field of study and degree.

Job Experience

If your product or service is best for CFOs, targeting only people with "CFO" in their titles will increase your conversions, and, ultimately, save you money. You can choose specific job titles or choose from job functions, seniority, and years of experience. From the CEO of manufacturing companies to the entry-level associates at an accounting firm, you can target a specific group of people for your ads.

Your target audience may also have a certain skill set, such as email marketing, financial planning, or risk management. Think about what your target audience does well or where it aspires to excel. Then, use the ad to target people with similar capabilities.

Interests

One of LinkedIn's best attributes is the ability to join groups with like-minded professionals in which you can discuss industry trends and topics. If your audience is very vocal on a topic, or you're trying to gain thought leadership in a certain area, this type of targeting might be a good option for you.

Once you establish your ad targeting criteria, you can save it as a template for future campaigns. You can also enable LinkedIn to expand your audience to include people similar to your target audience.

3. Ad Format

Next, choose your ad format. There eight different types of LinkedIn ads you can create as part of your campaign.

Text ads show up on the right column or top of the page on LinkedIn. They feature text only.

Single image ads feature one image and show up on the LinkedIn newsfeed along organic content.

Carousel ads feature two or more images and show up on the LinkedIn newsfeed along organic content.

Video ads feature one video and show up on the LinkedIn newsfeed along organic content.

Follower ads promote your LinkedIn Company Page and use LinkedIn profile data to personalize each ad. They’re only visible on the LinkedIn desktop platform.

Spotlight ads promote a special offering and use LinkedIn profile data to personalize each ad. They’re only visible on the LinkedIn desktop platform.

Job ads promote open jobs and use LinkedIn profile data to personalize each ad. They’re only visible on the LinkedIn desktop platform.

Message ads are delivered to your target audience’s LinkedIn inbox.

When you toggle between the ad types, you’ll see that the Forecasted Results box on the right-hand side will change. This feature analyzes your campaign parameters (bid, budget, targeting, start/end dates, etc.) and takes into account similar campaigns and advertisers. It also simulates the ad auction to generate the numbers displayed.

Keep an eye on this box as you choose your LinkedIn ad type. If you're first starting out, deciding what ad type to choose might come down to your budget. Outline your priorities, and then you can decide which type works best for you.

Additionally, some ad types require you to link your LinkedIn Company Page, and some tap into LinkedIn translation services.

4. Placement

Next, decide whether you want your ad to be displayed on the LinkedIn Audience Network, which gives your campaign more reach and exposure among LinkedIn’s third-party platforms and sites. Note: This option isn’t available for every ad type.

You can also choose to exclude or block certain categories, applications, and sites in the Network if you so choose.

5. Budget & Schedule

Next, set up the budget, scheduling, and bidding options that work best for you.

Budget

Set a daily budget for what works best for your company's marketing spending. Before investing a lot into one campaign, test and measure the success of each campaign and ad variation. You don't want to put thousands of dollars, for example, into an ad that doesn't resonate with your target audience.

Let's say you're the VP of Marketing at a high-end floral company. You assume that most of your target market is made up of soon-to-be brides, so you direct your LinkedIn ads to bridal groups. But after spending thousands of dollars, you only generate 10% of the leads you were hoping for. Your subsequent research shows this was the wrong move, and you later learn that people near your store who are on LinkedIn are actually looking for flowers for corporate events. It would have been nice to know that before spending a large amount of your budget on LinkedIn ads, right?

That said, because of its extensive targeting opportunities, LinkedIn ads can successfully target niche markets. But the cautionary experimentation is crucial to do early on — if you observe a campaign performing well, then you can put a larger budget toward it.

Schedule

Choose a date for your campaign to start. You can indicate for your campaign to be shown continuously or ‘til an end date.

Bid Type

In this section, the three options you have are:

Automated bid, which allows LinkedIn to determine what amount will maximize your campaign objective and whatever option you choose (Clicks, Impressions, or Conversions).

Maximum cost-per-click (CPC) bid, where you'll be charged each time someone clicks on your ad. LinkedIn will suggest a bid range depending on your budget and the competition for your ads — the more advertisers bidding on a similar campaign, the higher your bid will need to be. This bid is the maximum you will be charged. If the current rate is lower than your max bid, you will only be charged the current rate.

Maximum pay-per-1,000 Impressions (CPM) bid, where you’ll be charged a certain amount each time your ad is viewed by every 1,000 people on LinkedIn. This option is unavailable if you’re using the LinkedIn Audience Network option.

Deciding on the best maximum bid can be tricky. When deciding between CPC and CPM, think about your end goal. Are you trying to get as many people as possible to see your ad to help with something like a branding campaign? If so, CPM might be your best option.

On the other hand, if you want more people to click on your ads to drive traffic to your website or generate new leads, CPC might be better for you.

As for your optimal maximum bid, some trial and error might be necessary. LinkedIn will give you a suggested bid, which is a good place to start. Then, think about when your audience is most likely online. You'll want to bid higher during that particular time to be sure that your ads are the ones being seen. And make sure LinkedIn is actually the best place to reach them, too — different populations use different types of social media. Play around with your bids and see when you get the most return for your dollars spent.

6. Conversion Tracking

Lastly, you have the option to set up conversion tracking for your LinkedIn campaign, which will track and measure the actions people take after clicking on your ads.

Conversion tracking is an optional part of setting up your LinkedIn advertising campaign but is highly valuable for your business.

If you choose to set up conversion tracking, click “+ Add conversions.” A new window will pop up, where you’ll name your conversion, choose your conversion settings, and decide how you’ll track the conversions. Note: The information on the right-hand side of the window is super helpful — it’ll answer any questions you have and walk you through the process.

For more help on implementing and managing your LinkedIn Conversions, visit their help page here.

Bravo! You’ll officially set up your LinkedIn advertising campaign … but you’re not done yet. When you’re ready to move on, click “Save.” Beware: Your objective and ad format cannot be changed once you save, so be sure about your choices before moving forward.

Step Two: Setting Up Your Ad(s)

This section corresponds to what type of LinkedIn ad you chose for your campaign. Once you establish the basic parameters for your ad in step one, you'll be prompted to start building it and choose how LinkedIn will display and rotate your ad variations — if you create more than one.

To get started, click “Create new ad.”

A screen will pop up with the title “Create a new [Your chosen ad type] for this campaign” on which you'll create the copy for your ad, pair it with an image, and preview the different layout options.

Of course, there are a few guidelines around the copy that we suggest:

Ad image, which is the artwork or graphic that your audience will see for your ad. It must be 100x100 pixels and uploaded as a .jpg or .png file that is 2MB or smaller.

Ad headline, which is the main message your audience will see. It cannot be more than 25 characters.

Ad description, which is the body of your ad. It can be up to 75 characters long and should be relevant both to the person viewing the ad and the offer or page to which you're sending them.

Destination URL, which is where your audience will go when they click your ad. Double check that the URL is accurate.

Once you input this information, you’ll see it reflected in the Preview box to the right.

Once you click “Create,” you’ll be directed back to the previous Campaign Manager screen. From there, you can create more ads and, eventually, review and submit your order. Note: LinkedIn does review every submitted campaign order, so don’t expect to see your ads published right away.

To see the best results for your ads, consider creating a different ad for each of your buyer personas and tweak the copy accordingly. For example, when promoting a book to college professors, leading the title with the words "College Professor's Guide to …” may generate a higher CTR than generic, un-targeted headlines and copy.

Here are a few of our best copywriting tips for LinkedIn ads.

Call-to-Action (CTA)

Including an actionable CTA within your ad copy will also help you improve your ad's click-through rate (CTR). Consider asking people to "Download your e-book now," or "Click now for free samples" instead of writing copy that's devoid of actionable next steps.

Value

Incorporate your value proposition into your ad copy — this can make people more likely to click on your ad. By boasting something like "20% off your first purchase" or "Clearance sale ends today — Shop now," you're sending a clear signal of what someone will specifically gain when he or she clicks your ad.

Testing

Don't be afraid to test your ad copy. You can create multiple variations of your ad in each campaign, which allow you to test different images and copy within ads to find what works best for your audience.

How to Analyze Your LinkedIn Ad Campaign

Congratulations! You've officially launched your LinkedIn Ad campaign!

Now, for the best and debatably most important part of campaign marketing — analytics. LinkedIn makes it easy to track your progress in the Campaign Manager dashboard (under “Campaign Performance”), where you'll see various charts that measure performance like clicks, expenditures, and CTR. You can also keep track of conversions in the graphs toward the bottom of the dashboard.

When you finish setting up your first campaign, you'll see a lot of "0"s at first. Don’t worry, that's only because your campaign is new (and don’t forget that LinkedIn usually has to approve your ads before they go live).

LinkedIn Ads is now LIVE within all HubSpot Marketing Hub Professional and Enterprise accounts! Track visitor and contact engagement, run reports on closed-loop marketing, sync leads from LinkedIn lead generation forms, and MORE — all within your HubSpot account.

How to Optimize Your LinkedIn Ad Campaigns

Social ad campaigns can always be improved. Remember, your audience and content are always changing as well as the platform itself. Here are some ways to optimize your LinkedIn ad campaign.

Optimizing Under-Performing Campaigns

If your campaigns aren’t performing as well as you’d hope, here are a few measures you can take to optimize your campaigns. Tip: Set a reminder for yourself to check and optimize your campaigns each month.

Look at each campaign click-through rate.

Is one campaign out-performing the other(s)? If so, you may want to pause the less successful campaign(s). LinkedIn will automatically display less successful campaigns with lower frequency, so it makes sense to minimize any resources spent on them. Instead, putting more resources into successful ad variations and campaigns is more likely to accomplish your marketing goals.

Tweak one variable at a time.

Just because your ad is under-performing doesn’t mean you need to scrap the whole thing. Test different variations of the same ad to see what factor is contributing to or hindering its success. Edit the copy in your headline, change your feature image, tweak the target audience attributes, or update your bids — just don’t do these all at the same time or you won’t know which one is the fix.

Get — and stay — familiar with your audience.

Take a refresher on your target audience every month. Check out your buyer persona and conduct new research on the audience attributes that might need to be tweaked on your campaign. Update these attributes regularly so the very best people are always seeing — and hopefully engaging — with your ads.

Qualifying LinkedIn Ad Leads with Post-Click Reporting

Once your ads are running and people begin clicking on them, it's time to determine if they're actually driving qualified traffic to your website. That isn't something LinkedIn can tell you, so you’ll need to do some closed-loop reporting on these campaigns to get more details on the makeup of this traffic.

How can you figure that out? It's all about "gated" offers and forms — when someone clicks on your ad and lands on your website, “gating” the content you are offering with a lead form will help you collect data that qualifies that person as a good lead (or not). Connect that lead capture form to your customer relationship management (CRM) software, so that once the information is imported, your sales team can act upon them.

Need a CRM to capture, track, and nurture your leads … for free? Check out Hubspot’s CRM software. It’s 100% free, forever.

But don’t neglect your LinkedIn ad campaigns in favor of the landing page form data in your CRM. Is the traffic to your website generated by LinkedIn ads qualified? Is it generating customers? If not, you might need to further optimize your campaigns.

For example, if your LinkedIn ads are targeting people in companies with 1 to 10 people, but you find that the majority of your closed deals are from leads with companies with 100 to 200 — stop paying to target those smaller companies on LinkedIn.

The targeting options we covered above allow you to change any of your criteria, so use it to your advantage.

Ready to Try a New Ad Strategy?

With the right amount of patience and strategy, LinkedIn ad campaigns can be a huge factor in your company's marketing success. LinkedIn has a very powerful advertising platform; don’t leave this off your social campaign marketing list. A well-researched, optimized campaign has the potential to bring in thousands of new leads — and sales.

What has your experience been with LinkedIn Ads? Let us know in the comments.

Editor’s Note: This post was originally published in January 2013 and has been updated for accuracy and comprehensiveness.

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