What Every Marketer Needs to Know about 2018

March 13, 2018 Jen Frost

We have recently been reviewing our Editorial Calendar for the year and two major things stand out to me. The first is that we have a steady stream of content that aligns with topics dealing with security. The second is that we are getting more and more demand for thought leadership that relates to Talent acquisition and branding.

Out of context, it might seem a bit odd that our clients or prospective clients are eagerly seeking insights around these topics. However, in the context of macro trends that are keeping CEOs up at night, in addition to the speed at which technology is changing markets and businesses, these areas of interest make complete sense.

As it relates to security, 2017 saw some of the most visible and disruptive data and hacking breaches we’ve ever seen — Equifax, Yahoo and Uber to name just a few. The truth became clear that businesses were not prepared for this type of threat. Between evolving regulations and high-profile security misses, there will certainly be greater emphasis on security over the next few years.

As it relates to Talent, the war for top talent is underway. According to PWC’s annual CEO Survey, “77% of CEOs see the availability of key skills as the biggest threat to their business.”

Without the right type of talent, CEOs are concerned about delivering the innovations needed to grow and evolve. Consequently, the line between marketing and recruiting has begun to blur. With more demand and less supply, businesses are fine-tuning their employee and talent brands to catch the attention of active and/or passive job seekers.

For marketers, these two trends will necessitate even more collaboration with both the IT/Technology and HR organizations. In both instances, brand plays an incredibly important role. When breaches or security issues happen, according to Information Age, “[Marketers] admit that the biggest cost of a security incident is the loss of brand value with the potential impact of a data breach as more damaging to a company’s reputation than the likes of a product recall, an environmental incident or even a scandal involving the CEO.”

As the fight for Talent increases, marketers will find that their strategic brand efforts will expand to not only include definition around the “client” brand, but also around the “Employer” and “Talent” brands.

Employer brands focus on articulating the unique value delivered to your existing organization, while the Talent brand is the “highly social, totally public, version of your employer brand, that incorporates what talent thinks, feels and shares about your company as a place to work,” as outlined by LinkedIn.

2018 will stretch marketers to expand efforts to create both defensive brand strategies — as it relates to protecting the brand from data-related negative headlines — and offensive brand strategies — as it relates to the competitive acquisition of critical talent. In short, 2018 sure looks like it is going to be exciting!

Keep a look out for our upcoming blog posts and webinars on both Talent and Security topics.


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Jen Frost Managing Director, Marketing

Jen Frost is Managing Director of Marketing at One North. She works closely with the Digital Strategy, Experience Design and Technology teams to develop and enhance One North client communication and exterior messaging strategy. In addition, she provides general marketing direction for One North and promotes internal culture.

  • Favorite season: Fall is my favorite season. Probably because I used to live in Massachusetts, and it is just beautiful there in the Autumn.
  • Favorite Chicago spot: The Alfred Caldwell Lily Pool hidden in the middle of Lincoln Park.

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