Feeding the digital beast. It can be a source of sleepless nights for PR pros who’ve been charged with providing fresh content for a company’s website, Facebook page, Instagram posts and Twitter feeds, among other platforms. A large source of material could be within your grasp: sustainability reports. OK, I know what you’re thinking, but hear me out. I’ll admit these voluminous documents are usually seen as a snooze-fest, not as central to PR’s content marketing effort. But that’s starting to change.
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Millennials now outnumber Boomers in the workplace. This not only marks a significant demographic change, but also a values change. Millennials’ career priorities, work preferences and lifestyle differ from generations past. Just like companies have changed their marketing tactics to respond to the next generation of purchasers, recruitment efforts must similarly adjust to the value changes of the next generation in the workforce.
The new tagline of GRI’s 2015-2020 strategy:
“Empowering Sustainable Decisions.”
GRI is aiming to reach beyond the way organizations collate and report sustainability information to the place where the market actually thinks about what to do with the information that’s ordered into neat performance indicators and creatively designed into sustainability reports.