Originally published on Clutch. Most U.S. employees now work from home temporarily because of the COVID-19 pandemic. Employees say the top advantages of working remotely are no commute and a more flexible schedule, while the biggest challenges are lack of collaboration and frequent interruptions. ![]() The United States has become the epicenter of the coronavirus outbreak, with more cases and deaths than any other country. Life as we know it in America has completely changed in the past month, including how we work. More employees are working from home than ever before, and companies are adjusting to this new team dynamic. Clutch surveyed 365 workers across the country about their working-from-home habits and what they like and dislike about remote work. We found that 66% of employees currently work from home at least part of the week as a result of the coronavirus outbreak. Although workers are split on whether they’d rather work remotely or in an office, most say remote work has both benefits and challenges. Our Findings
Nearly Half of U.S. Employees Are Working From Home Full-Time During the COVID-19 Pandemic Forty-two states have mandated their residents to stay home to combat the spread of coronavirus, as of publishing date. This new normal includes working from home. About two-thirds of employees (66%) are currently working remotely at least once per week as a result of the COVID-19 outbreak. Before the coronavirus pandemic, 17% of U.S. employees worked from home 5 days or more per week. Now, that number is up to 44%. Just 34% of the workforce has not shifted to any remote work during the pandemic. The coronavirus pandemic has made many office employees remote workers. Workers Are Split on If They’d Rather Work From Home or in an Office Over the past month, the American workforce has had time to evaluate their opinion of remote work, and employees are split on how they feel. Thirty-nine percent (39%) of workers would rather work in an office, while 40% would rather work remotely. About 21% have no preference. The pandemic will alter some companies’ work environments permanently. Certain companies plan to allow more remote work even after the COVID-19 outbreak ends. For example, PPC Protect, a fraud protection software, plans to transition to office work on a rolling basis — three days per week in the office, two days at home. “We may keep this structure if staff prefer it, as it would give a good balance between the benefits of home-working and office-based working,” Founder Neil Andrew said. Employees are split on their workplace preferences, and many businesses plan to cater to these differing opinions by mixing remote work with office work, even after the pandemic. Lack of Commute and More Flexible Schedule Are Top Benefits of Working From Home The average American spends 4.35 hours a week commuting. Remote work brings many Americans’ commute time down to just a few seconds — walking from one room to another. This is the biggest benefit of working from home, according to U.S. employees. We found the top advantages of working from home are a lack of commute (47%) and a more flexible schedule (43%). Other advantages of working from home include not having to dress up (33%), fewer distractions (28%), and more time with family, roommates, and pets (25%). Many workers are taking advantage of the time and flexibility they gained from not commuting. “I commute about an hour each way, so not commuting saves me both time and money,” said Sophie Conner, Marketing Manager of Halo Service Desk, a service desk software company. “With the extra time, I have been able to start running and have more time for my own hobbies. Alongside this, it has given me more time with my elderly dog, who is really enjoying the extra attention." People have saved hours of time not commuting during the pandemic, which leads to a more flexible schedule. Difficulty Collaborating With Colleagues and Frequent Interruptions Are Top Challenges of Working From Home The most important feature of a workspace is one that promotes team-building and collaboration (43%), according to a 2019 survey. When working from home, people don’t have access to these collaborative workspaces and can’t have face-to-face interactions with their colleagues. One-third of workers (33%) say the biggest challenge of remote work is that it’s harder to collaborate with co-workers. Around one-quarter of respondents say they struggle with interruptions while working from home (27%) and that it’s harder to stick to a routine (26%) and stop working at the end of the day (22%). For Charlie Worrall, Digital Marketing Executive at web design agency Imaginaire Digital, the lack of in-person communication is the biggest challenge of working remotely. “Before this, I could simply ask someone a quick question when they sat next to me,” Worrall said. “Instead, I’ll email them, they take a while to respond, so I’ll call, and it takes up a little too much time.” Reaching out to a colleague online can be more time-consuming than a quick in-person interaction. Other workers find working from home distracting, such as T.Y. Hlangwane, of PR firm Magnolia Haus Communications. “There is always something to do at home: books, TV, kids, and many more distractions at every turn,” he said. “It takes a truly disciplined individual to work at home.” Employees struggle with communicating with colleagues and interruptions when working from home. Collaboration Tools Increase Communication While Working From Home Modern technology makes remote work easier than ever before, and companies use a variety of collaborative tools to keep employees in contact with one another. Currently, more than one-third of employees use Zoom (36%) when working from home, followed by Microsoft Teams (19%) and Skype (17%). Collaboration tools help ease the challenges of remote work by letting employees communicate seamlessly. Employees at Parlia, an online encyclopedia of opinions from around the world, uses Google Hangouts, Slack, and Asana for remote communication. “It means we get some face-time with each other, so we get those water-cooler moments even if not physically together,” Managing Editor Nushy Rose said. “Keeping camaraderie up is essential in times like this.” Rather than waiting for a response to an email or phone call, collaboration tools let people interact with each other in real-time, which reduces communication issues many face with remote work. Remote Work Isn’t Going Anywhere Anytime Soon The U.S. workforce is likely to remain working from home for the foreseeable future: Experts predict that social distancing will last many more weeks or even months. Workers enjoy not having to commute and the flexibility remote working provides, but they struggle with collaborating with colleagues and frequent interruptions. Businesses should have open conversations with their employees about their successes and struggles with remote working to help make their workday as productive as possible. About the SurveyClutch surveyed 365 workers across the U.S. Forty-three percent (43%) of respondents are female; 35% are male; 22% are unknown. Respondents are 18-24 (8%); 25-34 (14%); 35-44 (15%); 45-54 (13%); 55-64 (11%); 65 and older (11%); and unknown (27%).
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Originally published on Clutch. To ease employee concerns during the novel coronavirus outbreak, businesses should encourage sick employees to stay home, improve office hygiene and cleanliness, reduce business travel, let employees work remotely if possible, and expand their sick leave policy. ![]() The novel coronavirus pandemic has changed the way people live and work, at least temporarily. Clutch surveyed 512 U.S. workers between March 13 and March 16, 2020, and found that 88% of American workers are concerned about COVID-19. This includes 29% of workers who are very concerned about the virus. “We need to do what we can to contain it and stop it in its course,” said Sara Spector-Brown, director of operations of 3 Media Web, a digital agency in Boston. “Even if it may seem too cautionary, you can never be too careful, and we are seeing some pretty tragic results from other countries, which could very well happen here. It’s a reality.” Although the U.S. coronavirus spread hasn’t reached the scales of the pandemic in parts of Europe or Asia, businesses are taking steps to reduce the spread and ease employee concerns. In response to the spread of COVID-19, U.S. businesses are:
“The best thing you can do is make the best out of [the situation] and focus on the things you can control rather than the things you can’t and make something positive out of that,” Spector-Brown said. The novel coronavirus will eventually pass, and normal life will resume. In the meantime, though, businesses can and must take some steps to keep employees and the people they interact with healthy. 1. Encourage Sick Employees to Stay Home One of the easiest steps businesses can take to reduce the potential spread of COVID-19 in their office space is to encourage sick employees to stay home — whether or not they have been tested for the coronavirus. As of last week, 61% of U.S. businesses asked that sick employees don’t come to work. BizLibrary, an online employee training company based in Town and Country, Mo., is letting sick employees take time off work without penalties. “If anyone is sick, they can communicate with their manager that they need time off,” said SEO Strategist Krista Brubaker. “[BizLibrary has] been transparent and thorough in communicating to employees how to stay safe, connected, productive, and positive.” The Centers for Disease Control and Prevention has always had “stay at home when you are sick” guidelines, but this is even more important during the COVID-19 outbreak. If an employee is sick — whether with COVID-19 or not — a business should do its part by encouraging the employee to stay home until their symptoms subside. This will reduce the spread of the virus to other employees or people they encounter on their commute. 2. Improve Office Hygiene and Cleanliness The novel coronavirus has spread in communities among people who don’t show symptoms, which is part of the reason it has become a pandemic — you don’t have to be sick to infect others. This makes it important to have a clean office environment and encourage employees to practice good hygiene habits. More than half of U.S. businesses (52%) have improved their office cleanliness as a result of the coronavirus outbreak. Businesses have improved their office hygiene by:
“We haven’t experienced any cases of the virus affecting our staff directly, [but] certain procedures have been implemented to ensure that remains the case,” Director of Commercial Relations Joseph Giranda said. Implementing better hygiene practices among employees helps keep an office — and its workers — safe. 3. Reduce Business Travel On March 15, President Donald Trump recommended Americans avoid “discretionary travel.” There are no nationwide domestic travel restrictions as of publishing date, but there are restrictions traveling to both Europe and China. Some San Francisco Bay Area counties have also issued shelter-in-place orders, and other cities will likely follow. As a result, some companies have restricted business travel, as well. More than one-third of U.S. companies (36%) have reduced business travel as a result of the COVID-19 spread. The novel coronavirus affected business travel for employees of The Corporate Con/noisseur, an Atlanta-based company that provides advice on job search techniques, resumes, and retirement planning. Both full- and part-time employees usually travel about once a quarter between offices in Atlanta, New York City, and Raleigh, N.C. The company suspended all non-essential travel at the beginning of March as a result of the outbreak. “We came to a business decision to suspend travel and avoid any risks that may impact our business and staff,” Founder Robert Moses said. Reducing business travel keeps employees safe. 4. Ask Employees to Work Remotely, If Possible One of the best ways to avoid the spread of coronavirus among employees is to encourage them to stay home and away from other people. More than one-fourth of businesses (26%) are asking employees to work remotely until the outbreak subsides — a number that is likely to increase as the outbreak continues. Working remotely isn’t possible for every business, especially service-based ones, but technology makes it easy for employees to still be productive from home. encite branding + marketing + creative, a marketing agency in Denver, asked all employees to start working from home on March 16. “We work in an open plan office, and every other company in that space is doing the same,” Vice President of Strategy Sophie Mann said. “Meetings are being moved to video conferences, [and] appointments are being pushed back.” Employees can still communicate easily with one another, even if it’s over video rather than in-person. Mann appreciates encite’s proactive approach of keeping employees safe. “I definitely feel better knowing that I won’t be expected to be in an office of 25-50 people on any given day,” Mann said. “It’s absolutely better to be safe than sorry.” Businesses that can have employees work remotely are increasingly doing so. 5. Expand the Sick Leave Policy Just 10 states and Washington, D.C., along with many cities and counties, have laws in place that require businesses to offer employees paid sick time off. This is not a national law, however, and many businesses don’t offer any paid sick leave. Expanding your sick leave policy can ensure employees can take time off to get healthy. In addition, if employees receive paid sick leave, they are less likely to come into work sick — and spread the virus to other employees. Thirteen percent (13%) of U.S. businesses have expanded their sick leave policy as a result of the novel coronavirus. Community Health Charities, in Alexandria, Va., which empowers people to take action to improve their health and wellbeing, is letting employees take extra sick days as needed. “It lets employees know they can take care of themselves if they are sick, either personally or caring for a family member who is sick,” Chief Operating Officer Molly Gravholt said. “The policies and procedures put in place ... let people know we hear you, we care about you.” Businesses need to be flexible if employees become sick — and not punish them for taking additional time off to get better. Ease Employee Concerns About the Coronavirus Nearly every U.S. worker is concerned about the novel coronavirus, but businesses can do their part to keep employees healthy. Businesses should let employees work remotely, if possible, during this time. If a business is unable to support remote work, it should let sick employees stay home without penalty. Improved hygiene and cleanliness is essential for any office during the outbreak, and businesses should reduce all non-essential business travel to prevent employees from catching or spreading the virus. The coronavirus pandemic will eventually end, though we don’t know when. In the meantime, businesses can and must do their part to keep employees safe and healthy. About the Survey Clutch surveyed 512 full-time and part-time employees across the U.S. between March 13 and March 16, 2020. Forty-eight percent (48%) of respondents are female; 32% are male; 20% are unknown. Respondents are 18-24 (7%); 25-34 (16%); 35-44 (17%); 45-54 (15%); 55-64 (14%); 65 and older (8%); and unknown (23%). Originally published on Clutch. The top 6 challenges of coworking spaces are distractions and noise, lack of privacy, limited space, insufficient equipment, inability to personalize space, and security and safety issues. ![]() Employees enjoy working in a coworking space — 77% of coworking employees are satisfied with their shared office space, according to a recent Clutch report. Just because people are happy in a coworking space does not mean they don’t experience challenges working in one, though. Clutch surveyed 500 coworking employees across the U.S. to learn exactly what challenges they face in their coworking space. We found that nearly all people who work in a coworking space (88%) experience challenges such as distractions, lack of space, and security issues. We also found that just one-third of coworking employees (33%) would prefer to work in their coworking space, less than the number who prefer to work remotely (39%) but more than the number who would prefer to work in a traditional office (28%). Businesses that overcome the top challenges of coworking spaces can make employees happier and more likely to want to work in a shared office space, rather than remotely. There are more than 20,000 coworking spaces in the world. If businesses can’t overcome the challenges of their specific coworking space, they may consider finding another coworking office that better suits to their needs. Top 6 Challenges of Coworking Spaces
1. Distractions and Noise More than half of high-performing employees say they need quiet workspaces to succeed. Coworking spaces, though, aren’t always conducive to a quiet environment. Nearly half of coworking employees (48%) say distractions and noise are a challenge in their coworking space. In an open space coworking environment, for example, there will likely be constant noise, whether it’s from conversations, phone calls, or even loud keyboard typing. In these cases, employees who are most productive in a quiet atmosphere may struggle to focus, experience lower productivity, or produce lower quality of work. Restricting noise in an open coworking space is challenging, but businesses can reduce distractions by investing in noise-canceling headphones or finding a coworking office that offers quiet spaces. 2. Lack of Privacy Employees value privacy at work, even if they work at a company that requires collaboration. Close to half of coworking employees (48%) see privacy as a challenge in their coworking space. According to a 2019 Fast Company article, there are four reasons why privacy is important at work:
Employees need some privacy to succeed, even if the majority of their work is with a team. For example, if employees don’t have privacy, companies can add privacy screens between desks. 3. Limited Space Employees value their personal space over any other place at their office: An office with limited space can hinder employee satisfaction and productivity. Thirty-nine percent (39%) of coworking employees say limited space is a challenge of working in a shared office space. For example, an employee who makes calls frequently as part of his job may be unable to do so at his desk if others in his space are socializing or also making calls. He may try to find other space in the coworking office to make a call but may have trouble if the space is too small. Not only is this frustrating for the employee, but it also appears unprofessional to the person on the other end of the call if there is too much background noise. Businesses that work in a coworking space must find an office that has enough space for employees to do their job successfully. 4. Insufficient Equipment A coworking space may follow the latest office trends — free coffee, game room, snacks, etc. — but if it doesn’t have the right equipment for workers, it may struggle to retain tenants. Almost one-third of coworking employees (31%) say their coworking space has insufficient equipment. An employee who uses a coworking space to work remotely relies on fast internet to communicate with his coworkers. He may choose a different type of workspace if he encounters slow Wi-Fi every day at work. Someone who uses multiple monitors, a lamp, and a phone will need multiple outlets nearby. If she can’t plug in her electronics as needed, she can’t do her job to the best of her ability. A worker with back problems will need a comfortable chair to work in, while others might benefit from sit-stand desks. Businesses need to invest in the right equipment for their business — even if their coworking space doesn’t. The solution could be something as simple as buying extension cords or offering employees different equipment than what the coworking space provides. Equipment that fosters productivity and meets employee needs is essential to any office space. The solution may cost a business money — but investing in employees is money well spent. 5. Inability to Personalize Workspace Nearly all employees (98%) at a traditional office have an assigned space at work. Coworking spaces, like traditional office spaces, need to give employees an assigned spot to make their “own.” The fifth biggest challenge of coworking spaces is the lack of ability to personalize workspaces (31%). For example, an employee who works at the same spot every day can add personal touches to his desk, such as pictures, cards, and memorabilia. He wouldn’t be able to personalize his workspace if he was at a different desk every day or if a coworking space doesn’t allow tenants to personalize their desks. Giving employees the ability to personalize their own space can help them feel more at “home” while at work. 6. Security and Safety Issues In a traditional office space, equipment and ideas tend to remain secure:
Not every employee feels safe at their coworking space, though. Nearly one-quarter of coworking employees (23%) say they face security/safety issues at their office space. A shared Wi-Fi connection with other companies can increase the chances of hacking or data breaches. A conversation of new ideas may be overheard — and stolen by a competitor. Computers left overnight in the shared office space may be stolen. Security issues at coworking spaces aren’t just with technology, though. Many coworking spaces are open 24/7, which can affect the physical security of workers there during off-work hours. Some coworking spaces have an alarm system and video surveillance to increase security, but many employees still worry about their personal and professional safety at their coworking space. Businesses Shouldn’t Avoid Coworking Spaces, Despite Challenges Nearly all employees face challenges in their coworking space. Still, one-third would prefer to work in a coworking space over another type of workspace. The top challenges of coworking spaces are distractions/noise, lack of privacy, limited space, insufficient equipment, and inability to personalize their workspace. One-quarter of employees say they face safety and security issues at their coworking space as well. Businesses should address these challenges to make employees feel happier, safer, and more productive at work. There are more than 20,000 coworking spaces in the world — if a business can’t overcome challenges in its current coworking space, it can find one that meets its needs. ![]() Originally published on Clutch. The top 5 benefits of coworking spaces are in-office perks such as coffee and social events, convenient locations, opportunities to interact with other businesses, increased flexibility, and a sense of community. With more than 19,000 coworking spaces across the globe, coworking has become a new normal for the worldwide workforce. How do employees feel about working in a shared office space, though? Overall, employees are happy in their coworking offices: In a survey of 501 coworking employees across the U.S., Clutch found that 77% are satisfied with working in a coworking space. Just 11% of coworking employees are dissatisfied with their shared office space, while 12% are neither satisfied nor dissatisfied. Coworking provides both tangible and intangible benefits — from snacks and social events to flexibility and convenience. 5 Benefits of Coworking Spaces
1. In-Office Perks and Events The general stereotype of a coworking space is that it’s not only a place for millennials to get work done but also to play games, drink beer, and socialize. Many of those stereotypes are true. The majority (94%) of coworking spaces include perks beyond workspaces. Breaking it down, the majority of coworking spaces offer:
People increasingly want a “cool” office space with amenities beyond simply a place to work. Many businesses in a traditional office space don’t have the resources for these amenities, though. For example, imagine a small business with 15 people that signs a lease for a traditional office space. After the moving costs and other overhead costs such as utilities, there may not be more funds for the “fun” aspects of an office, such as drinks and food, games, or social events. These simple perks the company can’t offer may reduce employee morale in their desire for a “fun” office space. In a coworking space, the same company has the necessary workspace but also has access to amenities it may not otherwise be able to afford. Its employees enjoy the free refreshments, social events, and games the coworking space offers, and the company’s culture and morale increases. The perks most coworking spaces provide can lead to happy workers. 2. Convenient Locations People don’t always have to travel into the city to get to their coworking spaces. Coworking spaces can be found in rural and suburban areas in addition to urban areas. This reduces the stress of commutes and makes it easy for employees to get to their office. More than half of coworking employees (57%) say their coworking office is in a convenient location. A convenient location is important to people. According to another Clutch survey, 49% of employees say that being near their home is the most important factor of an office location, more important than restaurants, coffee shops, parks, and retailers combined. If a coworking space isn’t near employees’ homes, it can still be convenient for employees if it’s near public transportation stops or major roads. Next to in-office perks, a convenient location is the most common benefit of coworking spaces. 3. Ability to Interact With Other Businesses and Employees Businesses take advantage of working near other companies in coworking spaces. About 55% of coworking employees say they have networked with other businesses and people in their coworking space. Many businesses in coworking spaces are small or new. Networking with other businesses — both in similar and different industries — can help a business get off the ground. For example, a business that sells discounted theater tickets to consumers might need help building its website. Luckily, a web designer works in its coworking space and can help. In exchange, the ticket company’s owner might use her digital marketing skills to advise the web design company on its social media strategy. In a traditional office space, workers are limited to interacting with their colleagues. At a coworking space, on the other hand, workers can interact with people from other companies. This can grow their skills and knowledge and even better their own business. Coworking can lead to important professional connections. 4. Increased Flexibility A traditional office space makes sense for companies that are stable in size. For a changing or growing business, however, a coworking space’s varied office spaces and layouts can offer necessary flexibility. Fifty-three percent (53%) of employees say flexibility is a key benefit of their coworking space. A three-person company may sign up for three cubicles in a coworking space. But one year later, the business has grown to 15 people and needs more space for collaboration and privacy than before. It can switch offices in its coworking space more easily and efficiently than if it signed a long-term lease at a traditional office space, where it is likely stuck for several years. Coworking spaces provide more flexibility than a traditional office for both businesses and employees. 5. Sense of Community Coworking helps employees feel like they belong somewhere, which can increase the strength of their work and overall morale at their company. Just over half of coworking employees (51%) say coworking spaces provide them with a sense of community. Remote working can lead to employees feeling left out and isolated. According to Buffer, 21% of employees say loneliness is their biggest struggle with remote working. Coworking can change this. In addition to building professional connections, coworking gives people a feeling of belonging to a wider community. For example, a remote worker may be the only employee at his company in a certain city. However, a coworking space can help him feel like he still has colleagues to interact and socialize with. Being around others makes people healthier and happier. In fact, people’s brains tend to function better when they regularly interact with others. This helps people be more productive. Coworking spaces give people somewhere to not only work and grow professionally but to also feel welcome and included. Coworking Spaces Give Employees More Than Just a Place to Work More than three-fourths of coworking employees are satisfied with their coworking space overall. Coworking spaces offer many tangible perks such as in-house coffee, snacks, social events, and games. They also offer intangible benefits such as increased flexibility and a sense of community. Coworking spaces will continue to be part of the modern working world and provide benefits many traditional offices are missing. About the Survey Clutch surveyed 501 people who have worked in a coworking space in the past 12 months. Half of the respondents work in an urban area (49%); 35% work in a suburban area; and 17% work in a rural area. Sixty-one percent (62%) of respondents are female; 38% are male. Respondents are from the South (39%), Northeast (22%), West (21%), and Midwest (19%). Respondents are 18-24 (13%); 25-34 (43%); 35-44 (28%); 45-54 (12%); 55-64 (4%); and 65 and older (1%). Originally published on Clutch.
Employees appreciate when their office is near food and drink options, but what they want most is for their office to be near home. Employees want a short commute, whether they walk, bike, drive, or take public transportation to work. Businesses should cater to employees’ commutes and locate their offices near ample parking or public transportation options. Most employees in the U.S. whose companies have moved office spaces say the office relocation had a positive effect on them and their company. What factors contributed to this positive sentiment? What role does office location play in shaping employees’ happiness and productivity at work? Clutch surveyed 503 full-time employees in the U.S. to discover the real question on everyone’s mind: Should an office be near employees’ homes, or is it better to be near food, drink, and shopping options? We found that employees care more about working close to home than any other office location perks. Businesses, however, focus more on proximity to restaurants and coffee shops without much regard to employees’ commutes. This article examines the pros and cons of 5 location factors that are crucial to fostering a comfortable and productive workplace:
1. Proximity to Restaurants and Coffee Shops, Even if Most Employees Bring Lunch to Work Employees appreciate working near places to eat and drink coffee — yet most bring lunch to work, no matter if restaurants and cafés are nearby. Seventy percent (70%) of offices are near restaurants, and 62% are near coffee shops. Fewer than half of offices, however, are close to:
A company’s location can be an asset to its recruitment and employee retention. “With the low unemployment rate resulting in labor shortage, employers are having to compete for top talent,” said Russ Moroz, first vice president of investments at commercial real estate investment firm Marcus & Millichap. “Location often makes the difference between employees choosing to work for one company over another.” Businesses with an ideal office location will have an easier time meeting employee wants and needs, especially in a job market where recruits can be picky about where they work. When businesses are near restaurants and coffee shops, they provide options for their employees to get lunch easily or have a quick coffee break . “Companies don’t want their employees getting in the car and driving an hour to lunch,” said Tom Fuge, regional senior vice president at Truss, an online marketplace for small and medium-sized businesses to find, tour, and lease office spaces. Employees with food options near their office can buy lunch quickly without wasting much time out of the office. This means more working hours can be spent actually in the office. Employees want the ability to leave their office for a quick lunch or coffee break. Businesses want to offer this ability without employees wasting too much time. Employees Tend to Bring Lunch to Work Only a small percentage of employees regularly go out to buy lunch while at work, despite most businesses being near food and drink options. Just 22% of employees buy lunch at work at least 3 times per week. Nearly half of employees (47%), on the other hand, bring their lunch to work 3 times per week or more. Even though most employees prefer to bring their lunch to work, they still appreciate being near food and drink options. “Employees really value choice in how and where they spend their time,” said David Fields, executive vice president of CBRE, the largest commercial real estate company in the world. “Having the option to eat lunch elsewhere or spend time outside the office and experience surrounding amenities can be a valuable benefit to employees.” “Having the option to eat lunch elsewhere or spend time outside the office and experience surrounding amenities can be a valuable benefit to employees.” Employees want restaurants and coffee shops near their office, even if they don’t normally take advantage of their proximity. Isaiah Goodman, chief financial advocate of Becoming Financial, a Minneapolis-based company that helps people develop financial skills, brings lunch to work almost every day, but he also likes having food options near him. “There is always an occasional day where I forget lunch at home,” Goodman said. “On these days, it is a huge time-saver … to be able to run to nearby shops or restaurants to grab a quick lunch.” Offices that are near food and drink options offer convenience for employees. 2. Proximity to Home People want to work near where they live, a preference that most companies don’t meet. Nearly half of employees (49%) say being near their home is the top location preference for an office. Just 30% of employees’ offices, however, are actually near their home, showing a disconnect between employee desires and company offerings. Less important office location factors include being near restaurants (16%) or public transportation (12%). Finding a new office location that is close to employees’ homes is difficult for businesses: 28% of employees whose businesses moved offices said a further commute was a challenge of office relocation. Some businesses, however, are listening to employee needs and relocating their offices closer to workers’ homes, even if it means sacrificing an ideal location. For example, Chris Baumann, team leader of the Loans and Investments divisions for real estate lending and investment firm Socotra Capital worked with a client that relocated from downtown Sacramento, Calif., to an “outskirt city” to be closer to employees’ homes. “I questioned why they left a high-visibility location to move to a remote business park,” Baumann said. “They explained that the biggest factor was to improve their employee’s quality of life with their family relations. ... The convenience and proximity allow for more flexible work times and longer workdays.” Companies may have to sacrifice being near other amenities such as restaurants, coffee shops, and retailers to be near employees’ homes. This sacrifice, however, can make employees happier with their work-life balance. 3. Short Commutes People with short, easy commutes are healthier and more successful at work. In fact, employees with shorter commutes are more likely to both perform better at work and miss fewer days of work. People who travel 45 minutes or more each way to work, on the other hand, tend to take more sick days. We found that nearly two-thirds of employees (63%) have a commute of 30 minutes or less, which is in line with the average commute time in the U.S.: 26.1 minutes. Still, spending about 26 to 30 minutes commuting to work is about 9 days per year each American spends on commuting alone. About one-fourth of lucky employees (25%) have a commute of less than 15 minutes, and just 5% of unlucky employees have a commute of more than an hour. Companies with offices far from employees’ homes may have a challenging time recruiting new workers. Businesses should research where their target employees live and choose an office space either near there or in a place that’s convenient to commute to. “Commuting costs employees time and money,” said Ralph Benzakein, senior vice president of Cresa, a commercial real estate occupier advisory firm. “In times of low unemployment, employers are competing for employees on many levels. A 10-minute commute is going to look a lot more attractive to a prospective employee than an hour.” A longer commute may be easier on certain forms of transportation than others. For example, people who drive 40 minutes to work must focus only on their commute and the traffic around them. People who take a metro 40 minutes to work, however, can focus on tasks beyond simply commuting, such as reading or reviewing notes. The commuter on the metro may not feel the 40 minutes are wasted. An employee deciding between two jobs may choose the closer office or at least one with an easier commute. Some employees even leave jobs because of difficult commutes. Speaker and coach Michael Arnold, for example, switched jobs in 2018 to go from a 50-minute commute to a 15-minute one. He finds his shorter commute gives him more free time. “Before, I would work late, sit in traffic, get home, and eat,” Arnold. “Now, I have the freedom to go to a workout session at 6 p.m., which I could never do before because I’d be in traffic.” Arnold can now exercise and do other activities before and after work, rather than spending time in his car for almost an hour each way. Arnold’s former commute was an unnecessary burden for him. He finds his new commute wastes less personal time. “You get paid for going to work,” Arnold said. “You don’t get paid for your commute. That’s your time, and you need your time.” Overall, a short commute makes people happier with their lives. “People want to be able to spend their time how they want to spend their time, not necessarily on a long commute,” Fuge said. “People want to be able to get up and spend time with their family or go to the gym and still have enough time to get to the office at a reasonable hour.” People with shorter commutes have more free time, save money, are healthier, and are happier both on the job and in their personal lives. 4. Proximity to Public Transportation Businesses with offices near metro, train, or bus stops can recruit a range of employees, rather than limit themselves to only employees who can drive or walk to work. Around half of offices (47%) are near public transportation. Naturally, more offices in urban locations (55%) are near public transportation: The places with the highest percentage of workers who commute by public transportation are all major cities – New York (31%), San Francisco (16.5%), Washington, D.C. (14%), Boston (12.9%), and Chicago (11.8%). Businesses near a public transit station can attract employees from beyond their immediate area. “Proximity to a mass transit hub is a major advantage for an office location,” said John Boyd, principal of Boyd Company, which provides independent real estate location council to corporations. “Being close to mass transit allows HR departments to recruit the best and brightest from the entire labor market.” Companies may have an easier time recruiting a variety of employees if they are near public transportation. For example, in the San Francisco Bay Area, about 17% of employees take the Bay Area Rapid Transit (BART) light rail to work. Employees who don’t have cars are limited to offices near a BART station. “In the area, where some of the residents don’t even own a vehicle, proximity to the region’s light rail system is extremely important,” Moroz said. Businesses can attract a more diverse and qualified candidate pool by being near public transportation. 5. Parking Options Americans spend an average of 17 hours per year searching for parking, which could lead to stress and burnout – even before employees get to work. Parking is also expensive. The average motorist wastes $345 in time, fuel, and emissions every year just from searching for a parking space. That number is larger in bigger cities, such as New York, where people spend 107 hours per year and waste $2,243 trying to find parking. About 70% of workers drive alone to work — more than employees who walk, bike, or take public transportation to work combined. Because most employees bring their cars to work, they expect to park at or near their office. Businesses that don’t offer parking create undue frustration when they force employees to find an open parking space every day. “The last thing you want to do is to spend time and be late [to work] all because you were trying to find parking,” said John Rampton, founder and CEO of scheduling software Calendar. “That is an unnecessary waste of time that can be avoided by offering parking.” “The last thing you want to do is to spend time and be late [to work] all because you were trying to find parking.” Offices with included parking can lead to higher job satisfaction and happier employees. “When companies choose either to provide and/or pay for parking, employees often view these as added benefits or amenities that will improve their quality of life,” Fields said. Employees who don’t have to search for parking every day before work can get to the office relaxed, not stressed. Many employees are frustrated by spending time and money on parking every day, such as Goodman, who lives in Minneapolis. Many of his coworkers take the bus to work, but he drives because he has to drop his child off at daycare. “I really wish my company offered parking,” Goodman said. “It’s a significant expense to employees to park in our large downtown city area.” Offices that provide parking can make the commutes of employees who drive to work more manageable, and they could make employees happier and more productive at work. Want to Make Employees Happy With Your Office Location? Be Close to Their Homes Though the type of space and amenities are important considerations when choosing an office, location is important, too. Businesses should find an office that is near restaurants and cafés to make it convenient for employees who choose to eat lunch or take coffee breaks outside the office. The most important office location factor, however, is proximity to employees’ homes. Employees don’t want to spend a lot of time going to and from work every day, so businesses should ease their commutes. Businesses with employees who mainly drive to work must offer ample parking options, and businesses with employees who take public transportation to work must be located near a bus, train, or other public transit stop. When companies offer an easy commutes for employees, they make workers healthier, happier, and more productive. About the Survey Clutch surveyed 503 full-time employees across the U.S. Half of the respondents work in an urban area (50%); 38% work in a suburban area; and 11% work in a rural area. Sixty-one percent (61%) of respondents are female; 39% are male. Respondents are from the South (37%), Midwest (22%), West (21%), and Northeast (20%). Respondents are 18-24 (9%); 25-34 (35%); 35-44 (33%); 45-54 (16%); 55-64 (7%); and 65 and older (1%). Originally published on Clutch.
Most employees prefer to work in an office at least some of the time (83%) over being fully remote. Businesses should create an office space where employees can thrive by offering a variety of spaces for employees to complete tasks, such as personal, collaborative, and quiet spaces. The traditional office is not dead, despite the rise of remote working: Most American workers complete their jobs in a traditional office (68%). Businesses need to create an office space that makes employees excited to come to work. Clutch surveyed 503 full-time employees across the U.S. to discover what they want and value in an office space. Businesses can use this report to create an office space that appeals to employees and allows them to be as productive as possible. Our Findings
Employees Value In-Office Time but Also Want Remote Time Employees still value working in an office, even if they have the option to work remotely. More than four-fifths (83%) of employees want to spend at least some of their working time in an office. Although most employees want in-office work time, just 11% prefer to work only in-office. Businesses should create an office space that makes employees look forward to coming to work. “Making the office a healthy, fun, and social space encourages those who work remotely to want to come into the office,” said Leslie Saul, owner of Leslie Saul & Associates(link is external), an architect and interior design firm in Cambridge, Mass. "Making the office a healthy, fun, and social space encourages those who work remotely to want to come into the office." Employees value time in-office because it helps them feel like they are part of a company’s culture. Employers should ensure there is a space for remote workers when they do come to the office. “Most work-from-home employees I know enjoy knowing there is a spot, even if not a designated spot, for them at the office when needed,” said Bethany Babcock, owner of Foresite Commercial Real Estate, a commercial real estate brokerage firm in Texas. “The alternative sends the message that you belong at home, not here, and this isn’t your office.” All employees should feel like they belong, whether they’re remote or in-office. Businesses should design an inclusive office space that keeps all employees in mind. Max Falb, a digital marketing strategist at Fueled, a mobile app design and development company, believes good office space is essential for encouraging remote employees to come into the office. “The best offices know how to be comfortable and convenient enough where it encourages employees to be in the office during the workday rather than wanting to be at home doing work,” Falb said. “It also allows people to choose how they want to work and interact with people and their environment on a daily basis.” Employees value their in-office time, and businesses need to make coming to the office enjoyable, not a chore. Businesses should work with a commercial real estate company to determine the best office space for their employees. Employees Prefer Private Offices, Although Businesses Are Trending Toward Open-Concept Offices Employees value privacy at the office over shared space, despite an increasing trend toward open floor plans. More than half of employees (52%) would prefer a private office. About 28% of employees prefer an open floor plan, and 20% prefer cubicle offices. An open floor plan is one where employees sit together in a large room. Employers hope to increase collaboration with an open floor plan(link is external), but it can also be distracting and frustrating to employees. “The trend toward open offices continues and is in high demand in spite of employee objections,” Babcock said. “The most common complaint from open office users is frequent interruptions … If a person is in a position that requires focus, it can be irritating and counterproductive.” Businesses with an open floor office plan may have unsatisfied employees who have trouble getting their work done. Michael Arnold, a certified speaker, coach, and trainer, works in a cubicle office. “We are supposed to be able to collaborate, but there is no privacy, so everyone wears headphones, and no one talks,” Arnold said. “Everyone can see anything I bring up on my dual monitors. My current layout has reduced my creativity, privacy, and ability to effectively work.” "My current layout has reduced my creativity, privacy, and ability to effectively work." Some employees don’t appreciate the distractions and lack of privacy of an open floor plan or cubicle office space. Other employees, however, enjoy the collaboration of an open-concept office. JAM Paper & Envelope, an envelope, paper, and office supply e-commerce website, has an open floor office plan, where employees are in a large room. JAM E-Commerce Marketing Assistant Eric Dieterle believes that an open office space allows employees to work together efficiently. “Working in an open space makes it so easy to communicate and collaborate with the whole department at any given time,” Dieterle said. “We aren’t always waiting around for phone calls or emails to answer problems. We can have actual conversations and get tasks done timely.” Open floor plans benefit employees whose jobs require interaction with colleagues. Employees prefer private offices, but businesses are trending toward open floor plans. Businesses should keep employee preferences in mind and offer space that helps employees be most productive. Employees Appreciate a Variety of Spaces in Their Office Businesses should offer a variety of spaces so employees can be as productive as possible. Nearly three-fourths (74%) of offices have personal spaces for employees, such as individual desks or offices. More than half of office spaces have large meeting rooms (56%), collaborative places such as small meeting rooms (53%), and places to relax such as lounges or break rooms (51%). Forty-one percent (41%) of offices have quiet spaces such as call rooms. A variety of office spaces help employees accomplish different types of work. For example, a business with an open floor plan should designate a space in the office for one-on-one collaboration or individual work. “The same benefits of an open plan can be accomplished with a layout that has nooks and crannies built in with work areas that are still open,” Saul said. “This way, one or two people can find a comfortable spot to work on a project as needed.” Employers should offer spaces for privacy if they have an open floor plan and spaces for collaboration if they have private offices. Kelsey Davis, content manager at Medicare Plan Finder, appreciates having access to multiple types of spaces. “I prefer open office layouts that still have access to private spaces for meetings, phone calls, or serious projects,” Davis said. “This creates a comfortable work environment where coworkers can socialize but also allows a bit more privacy when it’s needed.” The best kind of office is one that offers employees workspaces to accomplish their different tasks successfully, whether that involves quiet and privacy or collaboration and meetings. Employees Value Their Personal Spaces in the Office MostBusinesses must offer a variety of spaces in their offices, but employees see the most value in their personal spaces. More than half of employees (53%) say their own space in an office is the most important to them. Some employees prefer places to relax (14%), quiet spaces (13%), small collaborative spaces (11%), and large meeting rooms (11%), but personal spaces are by far the most important to most employees. Personal spaces are where the majority of work gets done. “[People] prefer to be in their own space where they can … ‘zen’ out into their work,” said Commercial Real Estate Broker Steamer Pease, of Lowerkase Commercial. Employees can be the most productive in their own space but also value other spaces. Fueled, for example, has an open floor plan that lets employees work together easily. Falb appreciates the collaborative spaces of Fueled’s office but values the personal spaces where he can get his work done quietly. “For me, [my office] feels comfortable and convenient because of the ability to be easily connected with every part of the team and the whole company but also allows spaces that I can retreat to if I want to do work,” Falb said. Collaborative spaces are beneficial for working together, but personal spaces help employees accomplish tasks. Businesses need to value employees’ preference for personal spaces and offer spaces employees can make their own. Employees Want Assigned Spots at Work Most businesses understand the importance of personal spaces and provide assigned desks, offices, or cubicles for employees to make their own and feel more comfortable at work. Nearly all employees (98%) have an assigned space at their office. More than one-third of employees have their own desks (36%) or own offices (36%) assigned to them, and 22% have their own cubicles assigned to them. Employees value coming to work to a space that’s “theirs.” “The value is in having something that’s your own,” Pease said. “It’s your space; you can do with it as you please.” Employees with their own spot at work feel at ease and more at “home.” Employees value personal spaces, and businesses should offer assigned office spaces, which employees can personalize and feel more comfortable in. Employees Can Thrive in an Office Space That Meets Their Needs Employees still value coming to work, even if they work remotely most of the time. Businesses should create an office space in which all employees, both remote and in-office, can feel productive. Businesses need to offer spaces that help employees accomplish tasks, no matter if they prefer open space or a private office. This includes offering personal spaces, quiet rooms, and collaborative rooms. Employees appreciate their own spaces at the office, and the best office spaces are the ones where employees can accomplish their tasks efficiently and with as little stress as possible. About the Survey Clutch surveyed 503 full-time employees across the U.S. who complete at least the majority of their work for their job in a private office the company leases. Half of the respondents work in an urban area (50%); 38% work in a suburban area; and 11% work in a rural area. Sixty-one percent (61%) of respondents are female; 39% are male. Respondents are from the South (37%), Midwest (22%), West (21%), and Northeast (20%). Respondents are 18-24 (9%); 25-34 (35%); 35-44 (33%); 45-54 (16%); 55-64 (7%); and 65 and older (1%). Originally published on The Manifest.
Two-thirds of social media users are aware of Cambridge Analytica’s privacy breach that made news headlines one year ago in March 2018, but just under half view Facebook negatively as a result. In March 2018, The New York Times broke the story that political consulting firm Cambridge Analytica acquired the personal data of more than 50 million Facebook users without their permission. What followed the news revelation was a drastic decrease in Facebook’s trustworthiness – just 27% of people trusted Facebook immediately following the Cambridge Analytica scandal, down from 79% the previous year. But does the privacy breach still affect how people use and view Facebook? The Manifest surveyed 521 social media users to learn if the Cambridge Analytica data breach still influences their Facebook usage. Businesses can use this report to help create a transparent Facebook strategy that eases consumer privacy concerns. Our Findings
Most People Are Familiar With Cambridge Analytica’s Data Breach on Facebook Social media users are still aware of the Cambridge Analytica scandal – 65% are familiar with the data breach. Experts say the Cambridge Analytica data breach made a big impact on Facebook users solely because it garnered so much news coverage. “To me, it’s amazing that more than half of U.S. social media users are aware of one single company and its actions,” said Josh Krakauer, founder and CEO of Sculpt, a social media marketing agency in Iowa. “That’s a pretty big deal.” Although Cambridge Analytica is a single company, its data breach remains memorable to social media users. Nearly Half of Social Media Users View Facebook More Negatively After the Cambridge Analytica Data Breach The Cambridge Analytica news left a lasting impression on many social media users. Forty-four percent (44%) view Facebook more negatively since news of the data breach broke. The Cambridge Analytica scandal ruined many consumers’ trust in Facebook. “Facebook really tried to give an image that this type of thing wasn’t happening, that their data was safe,” said Steve Pearson, CEO of Friendemic, an online reputation company in Salt Lake City. “To see something like this come out, it was a blow to many consumers who were otherwise trusting.” It was a blow to many consumers who were otherwise trusting. People became more cautious of where Facebook shared their data, which caused people to view the platform more negatively. Some businesses also view Facebook more negatively because of the Cambridge Analytica data breach, including Storage Vault, a self-storage company based in Scotland. “I think the Cambridge Analytica scandal was the final straw for us when it came to using Facebook as a marketing platform for our business,” Commercial Director Kraig Martin said. “We definitely view the platform more negatively following the scandal, and we’ve drastically scaled back our operations on it.” Storage Vault used to post on Facebook twice a day but now posts just once a week as a result of the Cambridge Analytica news. Storage Vault scaled back its Facebook operations because Martin does not think the platform has a right to share users’ private information. “I think tech companies have a moral obligation to protect a person’s information,” he said. Martin believes that businesses like Facebook should not give people’s information to other companies without each person’s explicit consent. Both people and businesses view Facebook more negatively after news broke about Facebook’s invasion of privacy with Cambridge Analytica, and some are changing how they use Facebook as a result. One-Third of People Use Facebook Less Often Due to the Cambridge Analytica Data Breach Although about half of social media users view Facebook more negatively because of the Cambridge Analytica data breach, only about one-third use Facebook less often. About 37% of social media users use Facebook less frequently as a result of Cambridge Analytica, but 42% use it the same amount, and 16% use it more often. Many people complained about the Cambridge Analytica scandal, but they did so by posting on Facebook. “People like paying lip service to privacy,” said Chad Richards, vice president of social media services at Firebelly Marketing, a social media marketing agency in Indianapolis. “Where are we seeing people complain about Facebook privacy and the Cambridge Analytica scandal? On Facebook of all places." Where are we seeing people complain about Facebook privacy and the Cambridge Analytica scandal? On Facebook of all places. People may not like that their privacy was violated, but many don’t see it as enough of a reason to decrease their Facebook usage. “While they may say they have concerns, I don’t think it’s been enough for many of them to use Facebook less,” Richards said. “That ‘Quit Facebook’ movement lost steam.” Data suggests that the Cambridge Analytica scandal isn’t hurting Facebook as much as many people initially thought it would. About two months after the data breach, 74% of Facebook usershad either taken a break from the platform, changed their privacy settings, or deleted it. However, as time passes, many people still use Facebook as often as before the data breach. Facebook is still the most-used social media channel, and 52% of social media users say they access Facebook more frequently than any other social media channel. “Facebook is integrated into people’s lives so deeply that it’s kind of hard to get out of the ecosystem,” said Keith Kakadia, founder and CEO of Sociallyin, a social media agency in Birmingham, Ala. “You know the data sharing is an issue, but the entertainment and the connection outweigh the security breach side of it.” Facebook is integrated into people’s lives so deeply that it’s kind of hard to get out of the ecosystem. It’s hard for people to leave Facebook because it is such a big part of the average social media user’s life. This is why many businesses still use Facebook, too. Alexander Advertising, an advertising agency in the United Kingdom, has not changed its Facebook strategy due to the Cambridge Analytica data breach. “We continue to use Facebook as frequently as we did before,” said Katharine Pebworth, a digital marketer at Alexander Advertising. “We haven’t seen a huge difference in our engagement rates and continue to incorporate Facebook into all our digital marketing campaigns and strategies.” Facebook is still an important part of Alexander Advertising’s social media strategy, and the company has not noticed a decrease in engagement or loss of followers. If anything, the data breach helped build trust among Alexander Advertising’s follower base. “People are more aware of who they are following and why,” Pebworth said. “This means that if people are engaged with our page, they are more trusting.” Richards, too, has noticed that people are changing their approach to Facebook but not necessarily decreasing their usage. “We’ve seen a steady decline in wall posts on brands’ Facebook pages,” Richards said. “We’ve seen a big increase in direct messages. Instead of people posting their complaints publicly on a company’s wall, we’re seeing a huge uptick in private messages.” People are now more likely to communicate with brands through private messaging rather than making their interactions public. This benefits businesses because they can handle unhappy customers privately, without other customers seeing. Although around one-third of people use Facebook less as a result of Cambridge Analytica, the majority still use Facebook as frequently or more often, even if how they use the platform changed. The Cambridge Analytica Data Breach Turned Younger Generations off of Facebook The data breach influenced younger generations' use of Facebook more than older generations. Forty-one percent (41%) of millennials use Facebook less often because of the Cambridge Analytica scandal, compared to 37% of Generation Xers and 24% of baby boomers. Older generations tend to use Facebook as their main social media platform, so they may feel like they would be missing out if they left Facebook. Meanwhile, millennials are often active on multiple social media channels, so leaving Facebook doesn’t impact their online communication as much, according to Krakauer. “When [millennials] leave Facebook, they don’t fully lose the information and sense of belonging that they have on social media,” Krakauer said. “It doesn’t feel like a lifeline was totally cut off for some of them, where it might for an older user.” The younger generations, who are active on several social channels, likely didn’t feel as much of a sacrifice when deciding to use Facebook less as a result of the Cambridge Analytica scandal. Although the scandal deterred many millennials from Facebook, Pebworth said it may also be for reasons beyond Cambridge Analytica. “The way I use Facebook has changed slightly over the last year, but I think this is an indication of an increased use of Instagram and Twitter in my social circles rather than as a direct result of the Cambridge Analytica scandal,” she said. Pebworth has also noticed that millennials as a whole are less alarmed by data breaches. “I think my generation has always been subtly aware of the data risks that social media proposes and therefore have not changed their habits as much as a direct result of the data breach,” she said. Millennials are more digitally savvy than older generations, so they are more aware that sites share their information. However, businesses need to become more transparent on Facebook for all generations. “Transparency and authenticity really do matter to people,” Richards said. “You want to be accessible and responsive, too, if people have questions. Brands really need to improve their community management efforts and improve their response rates and times to build trust.” Transparency and authenticity really do matter to people. Facebook is still a successful strategy for businesses, but it’s important for social media managers to make their company’s profile transparent and responsive to appeal to all generations. Working with a social media agency can help businesses create a strategy that builds consumer trust. Facebook Is Still Strong One Year After the Cambridge Analytica Data Breach The Cambridge Analytica scandal did not kill Facebook, like many people believed it would. The data breach made many people view Facebook more negatively, but the majority of people still use Facebook with the same frequency or more often than before the breach. Millennials tend to use Facebook less often after the Cambridge Analytica news broke, but people across generations still widely use Facebook. Businesses need to ease consumer privacy concerns by being as transparent as possible on Facebook and other social media channels. About the Survey The Manifest surveyed 521 people from across the U.S. who have used social media in the past week. Sixty-five percent (64%) of survey respondents are female; 36% are male. About 42% are millennials (ages 18-34), 36% are Generation X (ages 35-54), and 22% are baby boomers or older (ages 55+). Most survey respondents are employed either full-time (42%) or part-time (13%). Others are homemakers (13%), retired (13%), self-employed (5%), students (4%), unemployed and currently looking for work (5%), or unemployed and not currently looking for work (5%). Survey respondents’ education levels are 8th grade or lower (1%), some high school (5%), high school graduate or equivalent (23%), some college credit, no degree (25%), associate’s degree (13%), bachelor’s degree (21%), and master’s degree or higher (12%). Respondents are from the South (38%), Midwest (24%), Northeast (21%), and West (17%). Originally published on The Manifest.
Nearly all small businesses advertise in some way. Digital advertising mediums are most popular, but traditional advertising such as TV, print, and radio are still important for small businesses. Advertisements influence 90% of people to make a purchase, but is advertising a strategy that mainly benefits large businesses? The Manifest surveyed 529 small business owners and managers at companies in the U.S. about their advertising habits, including which mediums they use and their plans for advertising in 2019. We define small businesses as having limited revenue and between 1 and 500 employees, which corresponds to the Small Business Administration's definition of small business. Advertising isn’t just a strategy for large businesses – small businesses benefit from it, too. Small businesses can use this report to shape their advertising strategies. Our Findings
Nearly All Small Businesses Advertise Small businesses value advertising: Nearly all (87%) advertise in some form. Advertising helps small businesses scale and reach potential customers. “It’s essential for small businesses to advertise to not only maintain the level of business they have today but to grow,” said Harry Chapin, CEO and founder of Forge Worldwide, a brand-building company in Boston. “Very few businesses have the ability to attract new customers and grow revenues without advertising.” Small businesses capitalize on the opportunity to grow their customer base and keep up with their competition through advertising. Utility, a mobile app developer in New York City, advertises so potential customers remember the company when it comes time to hire a developer. “Selling anything always requires multiple touchpoints,” said Utility’s Vice President of Growth Nishank Khanna. “Before your brain wants to buy a can of Coke, you have likely seen it on a billboard while driving, then an ad on TV, and read it in an article. The multiple touchpoints re-enforce a prospect’s subconscious that your brand exists and has a solution to what they want.” Multiple touchpoints re-enforce a prospect’s subconscious that your brand exists and has a solution to what they want. Utility advertises on multiple mediums to reach the most customers and establish a memorable impression. Consumers who encounter a company on multiple mediums are more likely to remember the company when making purchasing decisions. Small Businesses Are Most Likely to Advertise on Digital Mediums Small businesses use digital advertising channels more than traditional channels. Small businesses advertise on social media (64%) and online (49%) over traditional platforms such as print (36%) and TV (22%). Small businesses that have limited resources use digital advertising to target customers who are the most likely to be interested in what they offer. “Digital can be most effective because it can be so targeted, especially if you just have one location or a product for a very particular niche,” said Dan Collins, chief strategy officer at GKV, a full-service digital agency in Baltimore. “You’re not just getting everybody who’s watching ‘Grey’s Anatomy’ or another TV show. You’re getting people who are actually interested in your product.” Digital advertising helps small businesses reach people who are interested in their products, whereas traditional advertising reaches broader demographics. Curate.co, a management software platform for event professionals, focuses all its advertising efforts online to reach its target audience. For example, its Facebook advertisements only reach those in the event planning industry, such as florists, caterers, and rental companies. “We’re in a very niche market, so you have to go where the fish are,” founder Ryan O’Neil said. “Traditional mediums are unable to allow me to specify who I’m marketing to.” Advertising online helps Curate.co spend its limited advertising budget to reach only people who are interested in its platform. Digital advertising is a budget-friendly advertising strategy that makes it easy to target the most relevant audiences. Figuring out which advertising medium to use may be challenging for small businesses, so many business owners rely on advertising agencies to help them determine which mediums work for their business. Traditional Advertising Is Still Important for Small BusinessesMany small businesses still benefit from advertising on traditional mediums. More than half (57%) of small businesses use traditional advertising mediums such as print, TV, radio, and out-of-home (OOH). Traditional advertising is still more familiar than online advertising, which makes people trust it more. “Print, TV, and radio have been around so long that there is an innate trust factor for a lot of people,” said Josh Ryther, senior partner at Deksia, a marketing strategy and brand development agency in Michigan. “It takes more to produce advertising that’s TV, print, or radio – not just time but more people and more thought. On Facebook, I can click three times and run an ad with very little thought or strategy behind it.” Although online advertising requires less effort and is more affordable, traditional advertising is still effective because it is more trustworthy. In fact, consumers find TV, print, and radio advertising more trustworthy than online and social media. Traditional advertising also reaches consumers when they’re not online. “None of us really live in just one channel all the time,” Chapin said. “Consumers today toggle between their phone, computer, radio, podcasts, and TV – and they do it all on their schedule. We live in an omnichannel world.” Traditional advertising engages consumers when they are not on the internet. It also helps reach the demographics who don’t spend as much time online. For example, the Storyteller’s Cottage, a venue that hosts literary events for children and adults in Simsbury, Conn., uses traditional advertising to appeal to its older audience – both people who attend events and those who sign their children up for summer camps. “We rely on advertising to explain what we offer to potential customers,” said owner Lisa Natcharian. “When we need to reach an older demographic, TV and print ads are the best method.” Advertising on traditional channels helps the Storyteller’s Cottage reach people who may not spend much time online. Traditional advertising is trustworthy and is helpful in appealing to an audience throughout their day. Millennial-Owned Small Businesses Are Most Likely to Advertise Younger generations tend to see more value in advertising. Small businesses owned or managed by millennials (95%) and Generation Xers (92%) are more likely to advertise than those owned or managed by baby boomers (70%). Millennials recognize that advertising helps their business appeal to potential customers quickly. “Millennials are used to instant gratification, and advertising helps satisfy that need,” said Les Kollegian, CEO of Jacob Tyler, a brand experience agency in California. “We live in a world with constant engagement, and millennials are the forefront of that expectation. Advertising helps people find a product they’re looking for quickly.” Millennial-owned businesses understand that advertising engages modern consumers by appealing to their need for instant gratification. Many millennials see the importance of advertising – even with a small budget. This includes Lagerhead Cycleboats, an entertainment boat company in Florida owned by millennial Drew Johnson. Lagerhead Cycleboats uses radio, print, and online advertising. Lagerhead Cycleboats is less than two years old and relies on advertising to increase its brand awareness. “In my opinion, expecting to grow your business without advertising is riskier than having a small marketing budget and potentially blowing it on bad advertising,” Johnson said. “Advertising is extremely important to our business. … In order for people to find out about us, we have to advertise.” Most millennial-owned businesses are young, so millennials value advertising to spread word about their business. Millennial-Owned Small Businesses Use More Advertising MediumsSmall businesses owned and managed by millennials are more likely to advertise on every advertising medium than older business owners – including TV. Millennials are more likely to advertise on TV (41%) for their small business than Generation X (17%) and baby boomers (10%). The younger generation is also more likely to advertise on the radio (38%) than Generation X (22%) and baby boomers (5%). Millennials likely use more traditional mediums because older generations have already experimented with these mediums for their businesses. “Older generations have tried traditional mediums and either had great returns and stuck with them or didn’t and abandoned them,” Ryther said. “Maybe the younger generation is still testing out these more traditional mediums and hasn’t experienced as much negative return, so they’re more willing to take more of a risk.” Younger business owners are still testing traditional mediums to determine what type of advertising is right for their business. They are also more likely to advertise on online mediums because it’s where they spend much of their personal time. “Millennials grew up online,” said Tim Smith, director of communications and media planning at IPNY. “To even reach them, you have to go online, and millennials understand that.” Younger generations are more familiar with online and social media platforms, thus are more likely to advertise on them. Helix, an online mattress retailer, advertises on multiple mediums, including social media, radio, and Google. The company is owned by three millennials. Helix’s owners believe it's important to test advertisements on many channels. “We strongly believe that a diversified advertising portfolio is critical [to] being successful as a new brand,” Helix co-founder Kristian von Rickenbach said. “We want to have a diversified mix so that we can test into new channels and constantly reallocate our budgets to where we see the best return.” Advertising on different mediums helps Helix reach the most people possible and determine the most successful advertising channel for their business. Millennials see the importance of advertising on a variety of mediums – both traditional and digital – and aren’t afraid to invest money in multiple to determine which ones work best for their business. Event Advertising Helps Small Businesses Spread Brand Awareness Event advertising helps small businesses raise brand awareness among niche audiences. More than one-third of small businesses (34%) use event advertising. Event advertising helps small businesses reach people in their niche, such as local runners. “Event advertising makes sense for certain businesses to make people aware they exist,” Collins said. “For example, if you’re a running store in Baltimore or Washington, D.C., and there’s a race nearby, it certainly makes sense to advertise there.” Event advertising reaches customers who are most likely interested in your product. For example, Charm City Run, a running apparel retailer with locations throughout Maryland, sponsors several local races throughout the year, such as the Under Armour Sole of the City 10K. The race’s logo incorporates the Charm City Run logo, and the 10K ends at a Charm City Run location, which makes the retailer memorable for race participants. Advertising at an event helps local retailers like Charm City Run reach niche customers who are likely to convert – such as buying running shoes after ending a race at a running store. Event advertising helps businesses appeal to customers of a specific target audience. Facebook Advertising Is Still Important to Small Businesses Facebook isn’t dying. In fact, it’s still the most popular social media advertising channel for small businesses. Eighty-six percent (86%) of small businesses that advertise on social media use Facebook – at least one-third more than those that advertise on YouTube (51%), Instagram (47%), or Twitter (41%). Facebook is the most popular social media advertising platform for small businesses because it is still the most popular social media channel for consumers. “People say Facebook is dying, but by and large, it’s the biggest social platform in the world,” Smith said. Facebook advertising works because it reaches more people than any other platform. The talks of it dying are premature. Dan DeBaun, owner of water filter retailer Big Berkey Water Filters, values social media, especially Facebook, because of the word-of-mouth its advertisements create. “[Facebook] has a high potential for sales conversions [based on] ideal demographics for our products,” DeBaun said. “Many of these converting customers go on to share our ads with family and friends post-purchase. This becomes free advertising … that is highly valuable to us.” Using Facebook advertising helps businesses like Big Berkey Water Filters not only reach potential customers but have those customers spread the word of their brand. Facebook also makes it easy for businesses to advertise. “If you own a small business, you’re flooded with Facebook trying to get you to advertise,” Ryther said. “Two, three clicks, and I’m advertising on Facebook. It’s an easy thing to do.” Small businesses don’t have to spend a lot of valuable time setting up advertisements for Facebook. Businesses Favor Google Search Ads for Online Advertising Google search is small businesses’ preferred online advertising channel. More than half of small businesses that advertise online advertise on Google search (53%). Businesses also use banner (37%), video (30%), retargeted (28%), influencer (24%), and native (24%) advertising. Google ads are most popular because consumers turn to Google when shopping online. “Search will always get a high percentage of the marketing budget because of its effectiveness in attracting customers who are actively searching for services or products similar to the ones you offer,” Chapin said. “That just reflects the way people shop and make purchasing decisions today.” If consumers want a certain product, they are likely to start their search on Google. Small businesses that advertise on Google have a better chance of engaging these high-converting customers. For example, Google advertising helps tent retailer Off Road Tents appeal to people shopping for specific products, such as a Front Runner Slimline Roof Rack. “Google can be a cheap and frankly outstanding platform for established products, as it will attract buyers [who] are further down the customer funnel,” Off Road Tents Advertising Manager Gianluca Boncompagni said. “For example, if you sell an established brand such as Front Runner, the person will search for it on Google and access Shopping Ads and look exactly for the product they’re after.” Google advertising helps Off Road Tents reach shoppers who know what they want. It’s also easy for businesses to track the success of their Google advertising. “We can see precisely when a click converts to a sale, what ads are performing the best, and track our ROI in real time,” said Lewis Peters, digital marketing specialist at Online Turf, a turf retailer. “This insight enables us to see where our clicks are coming from and make informed decisions on setting a sensible budget and ad bids in the future.” Online Turf values Google advertising because it’s simple to track results. Google makes it easy for businesses to see the results of their advertising, which is why small businesses prefer it over other online advertising types. Small Businesses Will Begin Using a Variety of Advertising Mediums in 2019 Many small businesses will begin using new traditional and digital advertising mediums in 2019. Two-thirds (67%) will start using at least one advertising medium in 2019. Specifically, small businesses will begin using online (17%), print (15%), event (15%), radio (14%), TV (13%) and social media (12%) advertising in 2019 – and many plan to begin using more than one. Advertising will continue to be important for businesses to help them stand out from their competition. “In a world where there’s so much distraction, competition, and noise, you want to be able to tell your story and convey value,” said Robin Raj, founder and executive creative director of Citizen Group, a design and brand management agency in California. “That often requires paid media to put out the content or message you want to convey, and it’s important to continually evolve this strategy and listen to your customers.” Small businesses need to always be willing to change their advertising strategy based on what mediums are most likely to reach their customers. Advertising s Essential for Small Businesses Although small businesses have limited resources, they should make an effort to advertise. Most small businesses advertise online, which is more cost-efficient and requires less time and effort than traditional advertising. Traditional mediums, however, are still important in reaching customers when they’re not online. Two-thirds of small businesses will begin using another new advertising medium in 2019, signaling that they will continue to value advertising. It’s important for small businesses to advertise to reach customers and help influence their purchasing decisions. About the Survey The Manifest surveyed 529 small business owners and managers at companies in the U.S. with fewer than 500 employees. Fourteen percent (14%) of respondents’ businesses have 1 employee, 40% have 2 to 10 employees, 24% have 11 to 50 employees, 15% have 51 to 250 employees, and 7% have 251 to 500 employees. Fifty-two percent (52%) of survey respondents are male; 48% are female. Twenty-nine percent (29%) of respondents are millennials (ages 18-34), 45% are Generation X (ages 35-54), and 27% are baby boomers or older (ages 55+). Respondents are from the South (44%), Northeast (20%), Midwest (18%), and West (18%). Originally published on Clutch.
Digital marketing is an essential investment for businesses. Most businesses rely on a variety of digital marketing channels to drive sales and revenue, according to a survey of more than 500 digital marketers. Technology is now integrated into consumers’ everyday lives; from smartphones and smartwatches to tablets and laptops, people are always connected. That trend will continue to shape the way people make purchases and interact with businesses. By 2020, there will be more than 2 billion online shoppers around the world. Consumers are online, so it’s essential for businesses to also have an online presence, even for brick-and-mortar stores. Businesses of all sizes and industries can benefit from digital marketing, defined as the marketing of a product or service through digital media such as search engines, social media, email marketing, and a website. Clutch surveyed 501 digital marketers at businesses across the U.S. to discover how they use digital marketing. Businesses can use this report to learn how they can create and better their digital marketing strategies. Our Findings
Businesses Invest in a Combination of Digital Marketing Channels Businesses understand the importance of using multiple digital marketing channels. The most common digital marketing channels businesses use are social media marketing (81%), a website (78%), and email marketing (69%). Businesses value social media marketing, websites, and email marketing because they can use those channels to tell a story about their products or brand. “Those three avenues are so common for businesses to use because you can highlight what your company is all about,” said Jeremy Greenberg, founder of web design and digital marketing agency 97 Switch. “People are responsive when you have the ability to tell your brand story, whether it’s on social media, your website, or email. With other mediums, there’s not as much ability to tell your story.” Businesses can reach their customers directly through social media, a website, and email marketing, so it makes sense that these are the most commonly used digital marketing mediums. For example, B2B content management software company IntelliChief uses the top three digital marketing channels, among others. IntelliChief regularly uses a variety of content, including posting videos to social media. Using a combination of channels helps IntelliChief achieve its goals of attracting leads, promoting brand awareness, and engaging current customers. “Digital marketing is like a complex recipe,” said IntelliChief Content Marketing Manager Faith Kubicki. “If you leave one ingredient out, you’re not going to completely ruin the entire dish, but it will be pretty evident that something’s missing from the final product.” IntelliChief invests in many digital marketing channels, which helps it achieve its goals more than if it used just one channel. Using several digital marketing channels is a recipe all companies should follow. SEO Is the Least Popular Digital Marketing Channel Relatively few businesses actively invest in search engine optimization (SEO). In fact, 56% of businesses do not invest in SEO in 2018. This means less than half of businesses (44%) chose to invest in SEO this year. Why SEO Is Unpopular for Businesses There are two reasons SEO is less popular than other digital marketing channels:
1. Businesses Misunderstand SEO Businesses may not think they actively use SEO, but other channels go hand-in-hand with it. This reveals a knowledge gap between the number of digital marketing channels businesses invest in versus the ones they actually use. Greenberg notices that many businesses don’t fully understand how SEO works alongside other digital marketing channels. “They’re saying they’re not investing in SEO, but if they’re investing in and telling their story on social media and they’re doing email marketing, that’s part of it,” Greenberg said. “If they’re creating shareable content online and they’re investing in their website, that’s SEO.” Businesses likely participate in more digital marketing channels than they think, even if they don’t actively invest in these channels. 2. SEO Doesn’t Produce Immediate Results One reason SEO isn’t as popular as other digital marketing channels is that the results aren’t as obvious or immediate as other channels. “Businesses have a harder time with SEO,” said Jon Borg-Breen, co-founder and head of sales at B2B lead generation agency Symbiont Group. “It’s not as immediately impactful as having a brand-new design on your website that people can say, ‘Wow, that looks cool.’” Although the results aren’t as obvious, businesses should reconsider their lack of investment in SEO because many find success with that channel. Failure to invest in SEO can also undermine the success of other digital marketing channels. IntelliChief, for example, spent several months on SEO before the channel delivered measurable results. “When I first came on board, prospective customers were getting confused and leaving our website, and absolutely nobody was finding us in the first place,” Kubicki said. “So, by researching the keywords that our prospective customers are using, creating valuable, optimized content that focuses on those keywords, and promoting that content across various channels, we’re working hard to increase our digital profile.” IntelliChief’s hard work on SEO has paid off – the company saw a 25% increase in website visitors from organic search between the first and second quarters of 2018. SEO is hard work, but businesses shouldn’t count it out. Businesses Use Digital Marketing to Increase Sales and Revenue Businesses’ main goal for digital marketing is to make more money. Nearly one-third (28%) of businesses’ top goal for digital marketing is increasing their sales and revenue. Every digital marketing strategy should ultimately lead to a sale. “We call it digital marketing, but I really think it’s digital sales,” Borg-Breen said. “You’re trying to convert and actually get people to buy something.” Digital marketing’s value is its ability to influence purchasing. For example, Pupford, a website that sells dog nutrition products and provides training resources, uses several digital marketing channels to help increase its revenue: content marketing, social media marketing, email marketing, and SEO. Pupford would struggle to make a sale without digital marketing “If we didn’t have digital marketing, the only sales we’d have would be friends and family and word-of-mouth,” said Marketing Manager Devin Stagg. “It’s our main method of exposure, and all our efforts are pushing us toward getting more revenue.” Digital marketing helps e-commerce companies like Pupford increase its revenue. In an increasingly digital-focused world, businesses should use digital marketing to achieve their ultimate goal: earning more money. Digital Marketing Goals Vary by Business Size Businesses have different digital marketing goals based on their size. Businesses with more than 5,000 employees are more likely to use digital marketing to stand out from competitors (21%). By comparison, businesses with fewer than 5,000 employees are more likely to use digital marketing to improve brand awareness (21%). Large Businesses Use Digital Marketing to Stand Out From the Competition Large businesses want to use digital marketing to stand out from the competition because they already have established brand awareness and want to encourage potential customers to convert. “For larger organizations, your efforts to grow your company are based on longer sales funnels,” said Flynn Zaiger, CEO of Online Optimism, a digital marketing agency in New Orleans. “Using your digital marketing to help differentiate yourself will get you more leads and increase your close rate, an essential growth strategy for larger companies.” Digital marketing helps businesses differentiate themselves from the competition. For example, HealthLabs.com, a website that offers online lab testing, uses digital marketing to humanize its brand. “[Digital marketing] really gives us a voice,” said HealthLabs.com Digital Marketer Lauren Crain. “It shows customers that we’re more than just a brand – we’re people who care about our customers’ health and wellbeing.” Businesses, such as HealthLabs.com, can use digital marketing to show off their unique voice, which will help them stand out from the competition. Small Businesses Use Digital Marketing to Increase Brand Awareness Small businesses use digital marketing to improve brand awareness because they are trying to break into competitive markets. “Smaller companies aren’t known,” Borg-Breen said. “If you don’t get awareness, you’re never going to get someone to buy from you. Getting a big enough base of people who know who you are is critical.” A business can’t make a sale if consumers don’t know what it is in the first place. For example, Hope & Harmony Farms, a peanut farm in Drewryville, Va., uses digital marketing to spread word about its brand. “Digital marketing helps increase [our] web footprint and visibility,” said Hope & Harmony Farms co-owner Stephanie Pope. “It allows us to position ourselves as an expert in peanut nutrition and sustainable farming practices.” Companies like Hope & Harmony Farms use digital marketing to increase website visitors and brand knowledge. Businesses Believe They Are Effective in Achieving Digital Marketing Goals Most businesses think they successfully achieve their main digital marketing goals. Eighty-three percent (83%) of businesses think their digital marketing efforts are effective in reaching their goals. Businesses believe they are effective in achieving their goals because it is easier to reach customers with digital marketing than more traditional forms of marketing. “That number is high because digital marketing is where customers are,” Zaiger said. “Walking down the street, people aren’t looking at billboards or checking newspapers – they’re staring at their phones.” Compared to traditional marketing and advertising, businesses feel they more effectively increase sales and revenue with digital marketing because it allows them to appeal to customers where they spend time: online. Digital Marketing Is Essential for Driving Revenue As more consumers turn to technology for their shopping needs, businesses must use digital marketing to reach consumers and stand out among the competition. A business must have a digital presence, whether it uses social media marketing, SEO, email marketing, a website, or, ideally, a combination of channels. Most businesses believe they effectively use digital marketing to increase sales and revenue, which, ultimately, is what a business is about: making money. About the Survey Clutch surveyed 501 digital marketers from companies across the U.S. with more than 100 employees. Most survey respondents are managers (36%), associates (15%), C-level executives (13%), senior managers (12%), and directors (12%). Nearly three-fourths (73%) of respondents are from B2C companies; 27% are from B2B companies. About 29% of respondents’ companies had a 2017 revenue of less than $50 million; 32% $50 million to $500 million; 39% more than $500 million. Originally published on Clutch.
Over 70% of small businesses use social media, according to a survey of more than 350 small business owners. The survey analyzes how small businesses use social media, including the platforms they use, the frequency they post, and the types of content they share. Business owners can use the data when planning their social media strategy. Ten years ago, just 7% of the U.S. population used at least one social media channel. Now, that number is up to 65% and increasing. The majority of people are on social media, and businesses of all sizes can use the technology to reach current and potential customers in ways not possible before the internet. Clutch surveyed 351 small business owners and managers at companies from across the U.S. with fewer than 500 employees to determine their social media habits, the channels they use, and the types of content they post. Small businesses can use this report to learn how other businesses use social media and to improve their own social media strategies. Our Findings
Most Small Businesses Use Social Media Whether they have one employee or 500, most small businesses use social media. Of the 71% of businesses that use social media, 47% began using it before 2017, and 24% began using it in 2017. Just 13% of companies have no plans to use social media in the future, a number that should be 0%, according to Jeff Gibbard, chief social strategist at digital agency I’m From the Future. “I’m surprised 100% of companies aren’t on social media,” Gibbard said. “It’s 2018. Social media is a necessity. All companies should have at least somewhat of a social media strategy.” Any small business forgoing social media risks falling behind the competition. Facebook Reigns Supreme for Small Businesses Despite the increase in popularity of newer social media channels such as Instagram and Snapchat, Facebook is still the most-used channel. Almost all small businesses (86%) use Facebook. For many small businesses, such as Sugarplum Studio, which offers cake-decorating workshops and parties in Cherry Hill, N.J., Facebook helps reach potential customers. “Facebook is where we put the majority of our effort,” said Sugarplum Studio Marketing Manager Steve Spatucci. Though Sugarplum Studio hosts events for adults, the majority of its workshops and party guests are children. Because of this, it uses Facebook to target women ages 35 to 44, the parents of those potential guests. Sugarplum Studio successfully reaches its target audience on Facebook; 97% of its website visitors who come from social media come from Facebook. In fact, Facebook is so popular that more than one-tenth of small businesses (12%) use only that platform for social media. Facebook is popular among businesses because it is the biggest platform for consumers – the social media giant has more than 2.13 billion users as of Q4 2017 and is growing. “I think Facebook is so popular because it is multi-generational,” said Charlotte Chipperfield, CEO of social media marketing agency Chipperfield Media. “You’re seeing grandparents, parents, and grandkids all interacting on Facebook.” Many groups of people use Facebook, so it makes sense that businesses also use it, especially if they want to target a range of potential customers. Women Business Owners More Likely to Use Social Media Data shows that more women than men use social media for their personal use, so naturally, more women-owned businesses use social media than men-owned ones. Women-owned businesses (74%) are more likely to post on social media than men-owned businesses (66%) because women are more social in general. “Women are generally better conversationalists than men,” Gibbard said. “They tend to be more expressive and more emotive. It’s no surprise to me why more women business owners use social media.” Women tend to be more communicative than men, and this translates to the online world, where they are more likely to use social media effectively. Fairygodboss, for example, is a women-owned company that provides job and company reviews for women. Because more women are on social media, Fairygodboss can more easily reach its target audience. “There’s a huge opportunity for women entrepreneurs to collaborate and promote each other’s brands on social,” said Editorial Associate Liv McConnell. “It’s about creating not only a community within our followers but using social media to create a community of women entrepreneurs, movers, and shakers, too.” Fairygodboss uses social media to successfully connect with its target audience of women. With women more likely to be on social media, it makes sense that more women-owned businesses are also on social media. More Millennial-Owned Businesses Use Social Media Millennial business owners ages 18 to 34 are more likely to use social media for their companies than Generation X and baby boomer business owners 35 and older. This is indicative of millennials’ higher personal usage of social media. About 79% of millennial business owners use social media, while 65% of Generation X and baby boomer business owners combined use it. Millennial-owned businesses use social media more because they see its value. “The older people didn’t grow up with social media, so many don’t understand how to use it for their business,” said Shawn Alain, president of social media agency Viral in Nature. “They went through a significant part of their life without even the internet, and they remember what it was like to not have a smartphone or email.” Generation X and baby boomer business owners have lived – and possibly run businesses – before the age of social networks, so this group doesn’t always see the need for social media. “Millennials, on the other hand, don’t know anything different and cannot imagine a life before the internet,” Alain said. Millennials’ greater personal use of social media means they are more likely to have social media profiles for their businesses. For example, My Millennial Guide, a personal finance website that gives financial advice to millennials, was founded by millennial Brian Meiggs. Meiggs knows of social media’s importance in reaching My Millennial Guide’s target audience. “By posting topics that millennials are interested in, such as ways to pay off student loans or invest, more millennials learn about my brand and my website,” Meiggs said. “This leads to more clicks to my site and potential sales later down the road.” Because millennial business owners, like Meiggs, understand social media and use it themselves, they can more easily post topics that appeal to their audience, which can eventually lead to a sale. All Generations Prefer Facebook The majority of business owners in every age group post to Facebook, but there is a generational difference among other social media channels. Millennial business owners prefer Instagram and Snapchat over older generations because they use these channels for personal use more than older generations. “When you carry social media to your business, you’re going to use the channels you're familiar with,” said Darren Cabral, CEO of social media marketing agency Suits Social. “If you’re a millennial and are most comfortable on Instagram, chances are, you’ll be using that for your business too.” Because more millennials are on Snapchat and Instagram than older generations, it makes sense that their businesses are more likely to use those platforms as well. Older generations, on the other hand, are more likely to use LinkedIn than millennials. This is likely due to LinkedIn’s professionalism. “These older generations are in the mindset of wanting to have a professional face all the time,” Cabral said. “They’re at work and want to use a professional network for work, not have that fun factor or entertainment that Instagram brings.” Because millennials are more familiar with social media, they are more likely to know how to use the “fun” social media channels for their business, whereas older generations see LinkedIn as a professional network more suitable for their business. Small Businesses Post to Social Media Daily The majority of small business post to their social media channels daily – something experts recommend to keep followers engaged. Of the 71% of businesses that use social media, more than half share (52%) content or engage with followers at least once a day. Just 6% of companies post less often than once per month. Shawn Alain recommends companies post to social media at least once per day. “For most companies, the ideal minimum amount is once a day across all your platforms,” he said. “If you’re getting a lot of action on your platforms, then increase your posting frequency. Many businesses don’t post enough, but there are also many who post way too much.” Small businesses should post on social media regularly but thoughtfully. They shouldn’t waste valuable time and resources by posting too much. For example, NewAir Appliances, which manufactures products such as wine and beverage coolers, portable air conditioners, and ice makers, posts to social media each day of the work week. “For most brands, I’d recommend at least once a day, but if you do more, consider posting once in the morning and once toward the end of day,” said NewAir Director of Product Marketing Andrew Stephenson. “Nothing is more annoying than a stream of posts from one brand that clogs up your newsfeed.” Although posting often is important, companies that post too much can annoy potential customers and lose business. A company has to find the frequency of posting that works for its unique brand. NewAir posts to Instagram at the same time every day (4 p.m. PST) to reach its target audience when it is most likely on the platform. NewAir used to post on Instagram once a month. Increasing the frequency to 20 times per month grew its follower count from 200 to 1,500 in less than six months. Posting regularly, but not too often, can help companies grow their followers and, in turn, gain more potential customers. Small Businesses Prefer to Post Images Businesses prefer to share visual content on social media. Although businesses post a variety of content, the majority (54%) post images and infographics. Most businesses post images on social media because they are more attention-grabbing than text-based content, Chipperfield explained. For example, Chicago dog-walking and pet-sitting business Rover-Time appeals to customers on its social media accounts through images of animal clients. “We’re very connected to our customers and aware of what they love seeing and enjoy participating in,” said Rover-Time owner Julia Rohan. “The clients are looking for updates from our walkers, who photograph Rover-Time dogs out and about with our staff.” Clients want to see pictures of their dogs featured on social media, rather than a simple text-only update. Although most companies can’t post only dog images like Rover-Time, they can still post visual content that is easier for followers to process than solely text-based content. Small Businesses Benefit From Social Media Nearly three-quarters of businesses use social media, but experts say this number should be higher. Businesses that use social media can reach a broader range of people, connect with their audience, and share interesting content. Ten years ago, the vast majority of people and businesses were not on social media. Now, 71% of small businesses use it – a number that, ideally, should be 100%. Whether a company is women-, men-, millennial-, or baby-boomer-owned, all businesses can benefit from social media. About the Survey Clutch surveyed 351 small business owners or managers from across the U.S. with fewer than 500 employees. About 40% of the small businesses owners surveyed are aged 18 to 34; 40% are 35 to 54; 19% are 55 and older. About 54% of survey respondents are female, and 46% are male. |