Category: SEO

  • Custom Content for Benefit Agencies | How Paid Parental Leave is Changing the Benefits Landscape

    There’s no doubt that original content boosts your search engine rankings, establishes credibility as an industry expert, and generates interest in your services. Yet many benefit agencies struggle to produce timely, quality content simply because they don’t have the bandwidth to get it done. At eTekhnos we offer customized social media marketing plans to fit your agency. Along with curated relevant content on compliance issues and top HR and benefit trends, we prioritize creating custom pieces on the latest hot topics! Here’s a sample blog article we recently produced for our clients on the rising 2017 benefit trend of paid parental leave:

    How Paid Parental Leave is Changing the Benefits Landscape

    When you hear the term “paid parental leave”, what do you think of? Here in the U.S., paid leave benefits are somewhat of a luxury. Although the Family and Medical Leave Act (FMLA) has made it possible for parents working at companies with 50 or more employees to secure 12 weeks of unpaid leave, the U.S. is one of only three countries on a list of 185 that does not mandate a period of paid parental leave. This leaves the country ranked below Iran and Mexico, who both offer 12 weeks of paid parental leave. On the other end of the spectrum, employees in the UK benefit from up to 40 weeks of paid leave.

    As a result of having no mandated paid parental leave policy, approximately a quarter of U.S. women who become pregnant while employed quit their jobs upon giving birth, one third of women are forced to borrow money or withdraw from savings to cover time off from work, and 15% utilize public assistance. The June 2015 Enforcement Guidance on Pregnancy Discrimination from the Equal Employment Opportunity Commission (EEOC) was the first legislation to make a case for offering equal parental leave to mothers and fathers, setting a new precedent for the evolution of the paid leave benefit.

    Why Should You Offer Paid Parental Leave to Employees?

    The EY & Peterson Institute for International Economics recently released a study revealing that 38% of millennials would move to a new country if they would be afforded better paid parental leave benefits. Millennials now make up the largest demographic in the American workforce, and companies will need to increasingly take statistics like this into account when building benefit plans that will attract and retain top talent.

    Aside from talent acquisition, the study goes on to show the positive impacts a paid parental leave benefit can have on keeping women in the C-Suite, as men who would usually be considered secondary caregivers take advantage of the time off and allow women to get back to work more quickly. In addition, change.org, who has implemented a generous paid parental leave policy, observed that dads who took leave in their company encouraged other new fathers to take advantage of the benefits as well, creating a culture of safety in which to utilize leave and invest more fully in their family life.

    Ultimately, employees are happier and are empowered to do better work when they are allowed to honor their priorities. Whether this means a new mother is allowed to take stress-free, paid time off to bond with her child, or a father takes advantage of leave to be with his family or allow his partner to return to work, the ability to balance work and life is of the utmost importance to younger generations.

    Case Studies – Top Companies Doing it Right

    American Express

    American Express recently announced that they were changing their paid parental leave policy from three months for primary caregivers and two weeks for secondary caregivers to five months of paid parental leave for all full-time and part-time employees.

    All genders are eligible for the benefit, and employees may become parents via birth, adoption or surrogacy. In addition, American Express offers up to $35,000 for adoption or surrogacy fees with a limit of two events.  A lifetime maximum of $35,000 is also allotted for fertility treatments.

    The company also announced a unique supplemental benefit of 24-hour lactation consultants available to nursing mothers, and a breast milk shipment program available to mothers traveling for business who need to send milk home.

    Bank of America

    Bank of America offers 16 weeks of paid leave for biological and adoptive parents. A unique feature of their policy allows parents to take leave any time during the first year of the child’s life, enabling partners to take overlapping or subsequent time off, whichever best fits their family’s needs. The company values providing this option, as they see almost half of parents in today’s society raising their kids together at home while both holding jobs.

    The banking giant also tries to make life after baby easier for working parents by offering a more flexible work-from-home program and providing $240 in monthly childcare reimbursement for employees whose household income comes in under $100,000 annually.

    Netflix

    Netflix took the spotlight when it comes to paid parental leave benefits when they announced that the company would offer unlimited paid leave with no loss of benefits during the first year after a child’s arrival. Leave can be taken at any time during the year, and employees may choose to work part-time, or come back to work and then leave again if desired.

    Netflix chief talent officer, Tawni Cranz, said of the monumental decision, “Experience shows people perform better at work when they’re not worrying about home.”

    Twitter

    While Twitter offers 20 weeks of paid leave for mothers and 10 for fathers and adoptive parents, the most innovative benefits this company offers come through its pre and post-natal programs for parents. Twitter offers quarterly “New Moms and Moms-To-Be” roundtables, a Mommy Mentor Program, Working Mom lunches and most lately, “Dads on Leave” roundtables. In-house support for employees when it comes to family life provides a safe place to embrace new roles as parents while still progressing in their careers.

    How Can You Adopt This Benefit?

    Job participation by women in peak years is declining, and paid parental leave is a way to help remove barriers in the workplace that leave women in only 5% of CEO positions at Fortune 500 companies. Karyn Twaronite, EY global diversity and inclusiveness officer, said, “Companies that view parental leave as something solely for mothers are becoming extinct, as more modern and enlightened companies are realizing that many people, especially millennials, are even more interested in co-parenting given most are part of dual career couples.”

    If your company is unable to keep up with the generous paid leave packages larger businesses can afford, consider taking a page out of Twitter’s book and offering mentoring programs and support groups for new parents. Budget for childcare reimbursement costs like Bank of America. Even smaller changes that are made thoughtfully, with the employee in mind, will increase the appeal of your benefits package.

    As the benefits landscape changes with shifting demographics, consider carefully how offering paid parental leave could positively impact your employees, and ultimately, your bottom line as workers are motivated to work harder and smarter, knowing things are taken care of at home.

     

    By Kate McGaughey – Social Media Director, eTekhnos

  • How to Develop a Killer Content Marketing Strategy for Benefit Agencies

    content-marketing-2Why You Need Content Marketing

    As social media marketing becomes more popular with companies whose clientele consists of other businesses, it’s important to understand how a quality content strategy can enhance your online brand. Creative content serves your business in two important ways.

    First, content crafted to tell your company’s story in an interesting, innovative way helps your audience connect with your brand and better understand your product. This is vital for turning social media interactions into leads and customer action.

    Second, the more relevant and valuable content you produce and publish, the higher you will be ranked in search engine result lists. If a potential client is Googling “2016 ACA compliance,” and you’ve published a recent blog on deadlines and reporting, your content will show up in search results, prompting the searcher to click through to your website. The more unique and niche content you produce on a topic, the more likely you are to show up high in Google results, and the more prospects you will drive to your website.

    In the age of technology, the average person is bombarded with thousands of advertisements a day. Because of this, it is essential that companies are intentional and innovative with their content marketing. We’ve put together a list of some of the best ways to ensure you develop an effective strategy for your company.

    The Content

    In a study conducted by the Content Marketing Institute, creating engaging content ranked as a top priority at 72% for developing new material to post on your blog and social media. In the benefits industry, it is essential that you clearly convey how your company stands apart from other firms as the best option for crafting unique benefit packages, streamlining compliance and developing HR solutions. Focus on choosing relevant industry topics to present in an innovative way. To optimize your creative approach, try implementing the following best practices:

    Visuals

    Use pictures, infographics, and charts to inform your clients about your process and services visually. These mediums effectively grab clients’ attention and can help you convey information in a simple yet informative manner.

    Long-Form Content

    Be more analytic with lengthy and complex written content. Make sure to research thoroughly and back up your key points with real facts. Not only does long-form content give you room to explain fully to clients what needs your benefit agency meets, but also sets you up as a go-to industry source.

    Specialized Experts

    The benefit industry has a very specific target market, so to consistently create cutting edge content, an industry expert is an essential part of your marketing team. According to Curata, in 2017, 51% of companies will have an executive whose role is solely devoted to content marketing. Your company should employ or contract an industry expert (like eTekhnos!) to produce content and advise on how to best reach your preferred customers. Expert-informed content boosts your brand’s credibility and ensures that clients have somewhere reliable to turn to when they need help with difficult or complex benefit questions.

    Stay Up-To-Date and Be One Step Ahead

    As you create your own company-specific content calendar, it is equally important to stay up-to-date on what your competitors are talking about on their blogs and social media. Reading blogs, posts and articles that discuss how to create optimal content can help foster new ideas and also reveal what’s trending in employee benefits and human resources. Content marketing is always changing and evolving at a fast pace, and staying current on best practices and hot topics gives you a crucial advantage.

    Implement these best practices, and contact us today for help developing a custom content marketing strategy!

     

    By Nicole Federico and Kate McGaughey

  • New Website Launched for BJA Partners | eTekhnos Web Design

    We’re excited to show off our latest website redesign for BJA Partners, based in San Diego!

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    The new BJA Partners website was recently launched in long-page format with a San Diego skyline graphic creating a local, modern feel that is easy to navigate.  The site is mobile-responsive, clean and concise, and provides a one-stop resource for potential and current clients.

    Visit the new BJA Partners site at http://www.bjapartners.com/

    BJA Partners also utilizes our social media marketing solution which includes posting relevant blogs on industry topics, creating and managing social media company pages on Facebook, LinkedIn and Twitter and publishing personalized content from company outreach initiatives!

    Contact us to learn more about custom website design, SEO optimization, email marketing and social media solutions!

  • 4 Easy Ways to Get More Out of LinkedIn | Employee Benefits Technology

    As employee benefit agencies, we know it can be hard to figure out the best way to leverage social media for your company, so we’ve made it easy.  Follow these four steps to get more out of LinkedIn today!

    LinkedIn infographic

    Want to learn more? Go in depth with our post 5 Ways to Optimize LinkedIn for Your Benefit Agency.

  • 5 Ways to Optimize LinkedIn for Your Benefit Agency

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    Photo by Sebastiaan ter Burg

    LinkedIn is fast proving to be the foremost social media site for B2B marketing. Employee benefit agencies that rely on cultivating relationships in order to market a product or service may find utilizing more fast-moving social platforms like Twitter or Instagram challenging, but LinkedIn provides a space for professionals to interact with one another, share original industry content and create brand awareness for their company that results in leads and network growth. We’ve put together a list of five simple ways you can start optimizing LinkedIn for your business today:

    1. Create a Personal Profile

    Even if you don’t plan on doing much posting of your own on a personal profile, this step is imperative because right now LinkedIn requires that you have a personal account in order to make a company page. Your profile should contain a professional photo of yourself, your name, job title and ideally your work and educational experience as well as any relevant accomplishments or projects.

    1. Set Up a Company Page

    Now that you’ve created your personal page, you are able to set up a page that specifically provides information about your company to LinkedIn users.  This page should contain your company name, logo, a link to your website, and a short description of your business that includes relevant keywords that are specific to what you do. Keywords can be in the form of phrases such as “Maryland insurance broker” but should shy away from staying as vague as “insurance company.” This helps your page receive a higher ranking in search engine results. Finally, ask employees who have personal LinkedIn profiles to list your company in their work experience, helping ensure that you can be found easily when people search for your business.

    1. Share Quality Content

    Sharing content ensures more opportunity for people to visit your company page and then hopefully website to follow up! Posts can be a mix of your original content and outside articles, videos or podcasts that are relevant to your industry.  Recent studies show that the best time to post on LinkedIn is Tuesday through Thursday between 7-9am, noon and between 5-6pm.  In addition, data revealed that posts made on Tuesday between 10-11am have the most clicks and shares. For best engagement results, companies should make it a priority to post on their LinkedIn page once a week, but no more than once a day.

    1. Join or Create a Group

    LinkedIn Groups provide a place for professionals to connect with peers working in their field or with similar interests where they can share helpful content, reviews, ask questions, post job openings and make new connections. You are able to either search for groups to join or create your own group based on your topic of choice where you can invite people to become members.  These groups are useful for connecting with prospects and establishing your company as an industry expert.

    1. Make Personal Connections

    By utilizing not only your company page but also your personal profile, you can enrich your business’s success by connecting with prospects and clients. Start slow by inviting 3-5 people to connect with you per week.  Follow up with a thank you message and a quick introduction when they accept your invitation.  Did you write a blog for your company or on an industry topic?  Post it to you profile. As you continue to share content, consider submitting it to LinkedIn Pulse’s editors to have your blog post featured.  This translates to much more visibility for your company! Finally, don’t be afraid to engage with others.  If you see content you like, write a comment or send a quick message to the author.  Other LinkedIn members are interested in the same thing you are – building mutually beneficial relationships!

    Generating brand awareness for your company on social media is becoming more and more important in our highly digitalized economy. LinkedIn offers the perfect space for your company using a B2B marketing model that is based largely on relationships to thrive and establish yourself as an industry expert while expanding your network of prospects and future business connections.

  • Tips for an Awesome and SEO-Friendly Blog Post

    Writing a blog post -like all other writing- is a skill. In order to keep your reader interested, you should think about structuring your text and writing in an appealing style. You should help your readers to grasp the main idea of your post by providing headings, subheadings and clear paragraphs. If people understand and like your text, they are much more likely to share, like, tweet and link to your post. And that will increase your rankings! So, in order to improve your ranking in Google, you should definitely try to maximize your writing skills!

    For some, writing for SEO purposes and writing to attract and keep attracting your audience could appear as two contradictory goals. However, I totally disagree. Indeed, if you not only want a good but also an SEO-friendly blog post, your text should be written in such a way that the words you want to be found for have a very prominent place. And, using your keywords too often severely damages the readability of your text. So, you definitely should not do that!

    In this post, I would like to give some tips on writing blog posts that are both very readable as well as SEO-friendly. I genuinely think those two goals should (and can easily!) go hand in hand!

    Elementary writing tips for good blog posts

    Before anything, your blog post just has to be a good piece of writing! A lot of bloggers just begin to write after creating a new blog post. They just type what comes to mind. For some, this may be sufficient, because they are natural writing talents. Others may need some help. I always follow the next set of ‘rules’ myself.

    1. Think before you write!

    Think hard about the message of your text. What do you want to tell your readers? And what is the purpose of your text? What do you want you readers to do at the end of the page? Write down the answers to these questions before you begin writing.

    2. Write down the structure of your blog post.

    Every post should have some sort of introduction (in which you introduce your topic), a body (in which the main message is written) and a conclusion (which should summarize the most important ideas or deduce some new idea). Write down what you want to write in all these three sections. You now have some sort of summary of your post. The real writing can begin!

    3. Use paragraphs.

    Everybody uses paragraphs, but make sure to use paragraphs that make sense. Do not start a new sentence on a new line, just because it looks nice. There should be a reason for making a new paragraph. Every paragraph should have a main idea or a main subject. Ask yourself what the main idea of each paragraph is. You should be able to grasp that main idea in only one sentence. If you need more sentences, you simply need more paragraphs!

    4. Use Headings.

    If you want people to find their way in your articles, you should use subheadings. Subheadings will lead people, help them scan your page, and make the structure of your articles that much clearer.

    5. Use signal words.

    Signal words help people to scan through your text and help people to grasp your main idea. If you, for instance, have three reasons for wanting to sell a product, you should use signal words as: First of all, Secondly and Finally. Also, words as Nevertheless, Surely and Indeed also give a clear signal to your readers. Readers will instantly get that a conclusion will follow after words as Thus, So or Therefore. Signal words are thus very important to structure your text.

    6. Let other people read your post.

    Before publishing your post, let someone else read your post first. Ask him/her whether or not he understands the main idea of your post. Correct typo’s and sentences that are not formulated correctly.

    by Source: Yoast.com