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How To Implement SEO Tactics Before Your Website Launches

Posted: 11 Jul 2019 06:00 AM PDT

The key is in properly optimizing your website for search engine optimization so you can be sure your content gets the attention it deserves. When it comes to implementing SEO, there are a few key things you should do to get the best results and reach success, including:

  • Creating an optimized coming soon page

  • Optimizing for mobile users

  • Increasing site speed

  • Using long-tail keywords

  • Creating an XML sitemap

Here is more on the different ways you can use SEO to your advantage before even officially launching your website. 

Create an optimized coming soon page

Did you know it's completely possible to build an email list and a loyal following before your website's official launch? If more marketers knew and took advantage of this, they'd start way ahead of the game before ever making a sale.

If you can decide who your target market is and what interests them enough to hand over their valuable information, you're already on your way to earning loyal visitors. With this information in hand, you're able to create an optimized coming soon page that collects email addresses and other details you need to boost your lead generation and engage with your audience. 

Based on your niche and industry, add researched keywords to your coming soon page so Google can crawl your new website and make it easy for your target audience to find you. Use this opportunity to build your brand. To set the right tone, be sure to use the right images and visual content.

How exactly do you go about creating a coming soon page that people are excited to engage with? You could use a handy tool like SeedProd to be the face of your website so that every time someone visits, they see that your site is almost ready for the world to see. They can stay in tune with the official launch date and look forward to it so that when the day arrives, they're ready to engage with and consume your content. 

Get your visitors excited for your upcoming website by adding a countdown timer so they know exactly when it happens and can tune in as soon as the time comes.

Optimize for mobile

In the U.S. alone, 81 percent of the population owns a smartphone, while 96 percent own a cell phone, according to research by Pew Research Center. These devices make it easy to surf the web anywhere and at any time, which is why it's essential that your website is optimized for mobile devices. If not, you're neglecting a high percentage of people who use their smart devices to visit your website and engage with your content. 

Test your website on mobile devices to make sure that anyone viewing your content from devices other than a desktop have a seamless, positive user experience. Google's Mobile-Friendly Test will tell you if it caters to mobile audiences or not so you can make changes where necessary and not risk losing potential followers.

Increase site speed

Garnering and keeping a loyal following is about giving them a positive UX. A huge part of this is making sure your website doesn't lag and loads quickly. Few things are more irritating than visiting a website only for the loading time to take what feels like forever. It's not fun for users and will cause them to bounce right off the webpage.

Research by Google found that 53 percent of users will abandon a page if it takes three seconds or longer to load. If that doesn't sound like a whole lot of time, it's because it's not. You have three seconds to make a positive, lasting impression on new visitors. Those few seconds will determine whether or not they stick around for your site's launch. Don't disappoint by making them wait longer than they have to.

Use Google's PageSpeed Insights to test the speed of your website and make sure it isn't so long that users abandon the page and decide to give their business elsewhere. Compress your image files so they load faster on the page. Enable browser caching so that your browser can load your web pages without the need to send another HTTP request to the server. These are just a few steps you can take to get rid of potential lag on your website.

Use long-tail keywords

Earlier we talked about incorporating keywords into your coming soon page to get seen and noticed by your target audience. This can include a range of different types of keywords, but for the most part, you want to pay attention to long-tail keywords if your site has any chance of ranking in search engines. This is because specific content is more likely to bring you an audience within your niche that's responsive, active and engaged. Anything too broad will bring you the wrong people who aren't nearly as invested in your content.

When someone uses a long-tail keyword in search, they already know what they're after. If your website is one of the first they see, there's a good chance they'll click through and engage. That's why it's so important to conduct keyword research relevant to your audience and their needs.

In a recent case study, Neil Patel was able to increase the qualified visitors to his website by 91 percent just by using long-tail keywords in his content. By consistently posting in-depth content surrounding these keywords, he saw a surge in organic traffic. Even though your website hasn't officially launched, you can still incorporate these key phrases into your coming soon webpage and landing pages so that you're still able to garner a sizeable amount of traffic.

Create an XML sitemap

In order to increase your chances of your target audience finding your content, you want to make it as easy as possible for Google to crawl your website and index it within its search engine. Without Google's crawlers, which are responsible for reading your content and deciding where it should rank in its search engine, it would be extremely difficult to get your content in front of the right audience. 

For the content that's going to be published on your website, it's important to create an XML sitemap. This is a list of all the URLs that make up your site. They make it easy for crawlers to index your website and organize its information accordingly. It's best to do this prelaunch, as you'll continue adding to your content as time goes on. This will help keep you on track.

If you aren't implementing SEO tactics into your website before its official launch, you're losing out on many potential conversions that your business could use to reach success at a faster rate. Pay attention to all the ways you can incorporate it into your conversion strategy so you're able to increase your organic traffic, collect email addresses and jumpstart engagement. 

What Digital Adoption Means for Business in 2019

Posted: 11 Jul 2019 06:00 AM PDT

It's just as much a part of the world of business, but not all companies have fully embraced what digital adoption would entail. As a result, they might not only be leaving bigger profits on the table, they may also be doing a disservice to their customers. Digital adoption is more than just migrating away from the analog.

With all of this in mind, let's take a look at how digital adoption is quickly making a name and presence for itself in the world of online business – and why and how businesses must start using it to their advantage in 2019 and beyond.

Beyond the basics of digital adoption

Let's start with a fundamental definition. If you are not already familiar with the term "digital adoption," you would be forgiven for thinking it simply means that a company has adopted digital tools as part of its day-to-day operations.

By the same accord, it's perfectly understandable for the concept to be quickly dismissed, because practically every company has adopted some digital tools, of course. You've got a website with a contact form, the marketing team interacts with publishers via email, and you might be managing your projects in Asana.

But that's not enough on its own. Entrepreneur defines digital adoption as "achieving a state in which people reach the capability to use digital tools to their fullest extent."

Did you catch that last part? Until a company is in a position where both its employees and its customers are able to leverage the digital tools available to them "to their fullest extent," the company has not achieved the ideal of digital adoption. While many organizations and brands use SaaS and automation to improve their daily workflow and processes, it's likely that many of them are still not getting the most out of each function or task. 

For example, imagine if you only used your iPhone as a portable calculator. You've "adopted" this digital device, but you're not utilizing anything near its full capabilities. This is simply one of the best real-world examples of how digital adoption is used in everyday life, but it can rightly be applied to business management and tasks like online marketing as well.

Enabling true adoption

To use digital tools to their full potential, you need to have systems in place to enable that. WalkMe prides itself on being a digital adoption platform that "empowers users to keep pace with technology by enabling true digital adoption." To further fulfill this role in today's increasingly digital world, WalkMe wrote an article on digital adoption that offers an extensive guide on everything you wanted to know about digital adoption.

For instance, the post points out that while many people are getting more comfortable with using technology, they may not be getting any better at using software, or using it as effectively and efficiently as possible. The digital landscape changes quickly, and it can be challenging to keep up. That's why you need more effective technology onboarding and better support along the way, among other optimizations.

Being comfortable with only the most basic way to use a digital tool is not enough; employees need to be fully comfortable utilizing these tools to their full extent. The same is true for your customers and users.

Optimizing the customer experience

Consider how embracing digital adoption can improve the experience of your customers. Let's say that your website has a "store locator" utility. At the most basic level, you just have a straight listing of stores and their addresses. It's functional, but it's hardly the ideal customer experience. Let's also say that customers must first go to a specific product page before the option appears to find a store in their area. Wouldn't it be easier if there was a prominent "store locator" button at the top of the site?

What if you decided to integrate Google Maps with your store locator tool? That might be a good idea, but only if it is implemented intelligently. Can the customer enter their zip code, immediately bringing up all the stores within a 10-mile radius? Can you expand the digital adoption here so that they can decide their own search radius? What if they don't know the zip code and want to look up a store by city or intersection?

At the same time, you must balance the competition for attention. Is the store locator cluttered, complex or confusing? Is it distracting from other site elements that you'd prefer the customer to focus on more? Digital adoption asks all these questions and more, seeking out the solution that empowers customers to use these digital tools "to their fullest extent."

Boosting the employee experience

Arguably, digital adoption is even more important among your workforce. It's critical to use the available tools in a way that maximizes their benefit.

Let's say that your employees already use Slack as a communication portal, one that is perhaps better suited for collaboration than traditional email. That's great. But what if your employees are only using Slack the same way they use an instant messaging platform like WhatsApp or Facebook Messenger? What if they're only using Slack for one-on-one conversations between internal employees? That's not using Slack to its fullest extent.

Ragtag has a great article on Medium that discusses how to lay the groundwork in Slack for organizing. One suggestion is to make an announcement channel, where you can "put important announcements for your team, such as all-team meetings, important press clippings, and other operational announcements."

Slack can be used for so much more too. Some companies might choose to only use Slack among internal employees, but you really could be using it to communicate with freelancers, contractors, suppliers and even customers. Organizing your Slack channels effectively, such that team overlap is organic without being too redundant, is another worthy area of improvement.

More opportunities for growth

Digital adoption is certainly not without its share of challenges. New updates are being pushed to our favorite digital tools all the time, and new tools are constantly being released too. Trying to keep up with these changes can be frustrating at times. It's important to remember that these digital tools are supposed to make the workflow better, not act as a hindrance to productivity and growth.

That's why you need systems and practices in place that facilitate improved automation, plus the continuous, proactive training for your people to know exactly how they can use these tools to their utmost capabilities.

These all represent incredible opportunities for growth and innovation. By fully embracing the mentality of digital adoption, you'll be better prepared to face the challenges not only of today and tomorrow, but well into the future.

Want to Become a Cloud Architect? Here's How

Posted: 11 Jul 2019 05:10 AM PDT

While architecture sits at the heart of all things IT, it's not the same type of architecture that produces palaces, museums and bowling alleys. Rather, architecture is a formal discipline within the field of computing that concerns itself with how systems are designed, composed and orchestrated.

Much like the other kind of architecture, IT architecture is both an art and a science. It's as much about understanding and accommodating the people who make use of computing and the services it can deliver as it is about the systems that run them and the networks that tie them together. IT architecture also concerns itself with best practices and with making sure that technology remains the servant of the organization that owns or operates it, rather than becoming an end in itself.

Over the years, as IT has become vastly more complex, numerous types of IT architect job roles have evolved. Today you can find jobs such as enterprise architect, application architect, storage architect and database architect, the cloud architect being one of the most important roles across that entire class.

The cloud architect's job

Cloud architecture is a relatively new discipline, with its roots in software development. Modern cloud architects plan and design cloud environments, typically providing guidance throughout the life of a cloud-based development or deployment project. A cloud architect must understand the concepts and moving parts involved in continuous integration and continuous delivery in the cloud, offering their expertise in cloud-based infrastructure and build-and-release strategies to development teams.

But cloud architects do much more than design systems or IT environments. They must also take ownership of such systems or environments throughout their lifecycles. Architects get involved with initial requirements analysis and see things through to retirement and replacement much further down the road.

On the business side, cloud architects seek to understand what kind of functionality is needed, what it's supposed to do, what competitive advantages it might deliver and how much it will cost to implement. On the technology side, cloud architects decide what systems might be needed, which vendors to do business with, how to integrate pieces and parts from different suppliers, and which APIs and standards to adopt. It's a big job.

Key skills for cloud architects

Cloud architects must possess or develop a sizable collection of skills. Surprisingly, this is one role where soft skills play a crucial role alongside technical skills. Here's a laundry list of skills and qualifications a cloud architect should have or acquire to excel in this field:

  • Strong general background in enterprise computing: Ideally, this means one or more degrees in computer science, MIS, informatics or something similar, with a good understanding of how enterprises use information technology for a wide range of purposes and applications.

  • Strong technical skills in enterprise computing: Cloud architects must understand the building blocks of IT. These include client systems and applications, networking, infrastructure, data centers, programming languages, web tools and technologies, databases and big data, and ERP. In fact, cloud architects are usually experts in one or more of these technology areas or disciplines. But their expertise is intended to create a vision of what is needed and how it might be put together, not necessarily to get involved in construction or maintenance of the solutions they architect. In the literature, this is sometimes described as a "T-shaped skill profile." Broad but shallow skills apply to most technical areas (the vertical line in the T), with one or more sets of deep skills and knowledge in one or two technical areas (the crossbar of the T).

  • Communication: A critical character trait for IT architects is well-developed communication skills, using all available and pertinent communication methods. These include the ability to communicate clearly, directly, and persuasively in writing and in person, in one-on-one conversations as well as group meetings. Cloud architects must also be able to run meetings and manage (read: communicate with) with all kinds of people, including C-level executives, managers, technical experts, end users or customers, and other stakeholders.

  • Leadership: Cloud architects need strong, effective leadership skills, because they must convince different groups and stakeholders to believe in a united vision and a blueprint for how a cloud environment works within their organization.

  • Asking the right questions: Arguably, the most important skill for an IT architect is a combination of analytical skills and insatiable curiosity. Cloud architects must ask the right questions and listen carefully to the answers (even if they think they know those answers in advance). Designing the right system or solution means understanding and formulating what users and stakeholders really want, in a way that provides proper performance, security, availability and integrity.

  • Planning and organizing: Architects must possess strong planning and organizing skills, because they must make and manage action plans for projects that may take months or even years to complete.
  • Strategy/business sense: Cloud architects must understand what is really important to a business or organization, focusing on technologies and solutions most likely to provide competitive advantages or to improve productivity and profitability. Thus, they must understand the company's business strategy and prioritize their technology recommendations and guidance accordingly.

Cloud architect jobs and salaries

A quick search across major job boards shows more than 25,000 jobs openings in the U.S. with the word "architect" in the title. Though the average salary for architects varies widely by area of expertise, experience and industry, IT architects are typically senior staff who frequently earn well above six figures. A search of those same job boards returns more than 5,000 job openings with "architect" in the title that pay more than $100,000, with many of those jobs paying more than $150,000 for high-demand IT architect skills.

Becoming a cloud architect

To become a cloud architect, one must add to the mix a deep knowledge and understanding of cloud computing and its roles and uses in the marketplace. This means digging into a host of important technologies, including virtualization, software-defined networking, network infrastructures, physical and virtual storage, data center computing, backup and recovery technologies, disaster recovery, and business continuity. It also means working on the non-negotiable soft skills outlined above.

Building your skills, knowledge and experience

Cloud architect jobs generally go to those in the middle and later stages of their careers. People who aspire to and actually fill those positions usually have 8-10 years of prior on-the-job experience, often with a mix of jobs involving work as a strong technical contributor or technical expert, team lead, or first- or second-level manager. The job calls for a mix of hard technical skills, strong people skills, and leadership abilities that is hard to acquire without building tenure and extensive experience in the IT workforce. That said, it's great for IT pros to recognize that, whatever their specialization or area of expertise, it's always possible to grow their skill set into an architect role at some point in their career.

How Technology Helps Level the Playing Field for Small Business Marketers

Posted: 11 Jul 2019 05:00 AM PDT

Category leaders have an inherent advantage when it comes to marketing; the more media dollars a brand has at its disposal, the greater its potential reach. This creates a snowball effect. More reach results in higher brand awareness, which can translate into increased loyalty among customers and more revenue to flow back into the advertising budget. 

How can smaller, challenger brands compete against larger budgets? There are four main things to think about:

  • Your specific media goals should always be tied to your company's bottom line.
  • Used effectively, technology can level the playing field for marketing budgets of every size.
  • Personalization strategies and automation tools can be incredible assets for challenger brands.
  • Larger businesses have access to the same strategies and tools, so you'll need to find ways to differentiate your message.

When trying to take on a larger competitor, small businesses shouldn't think in terms of growing market share. Your specific media goals should always be tied to your company's bottom line — and growing market share is not the answer. Smaller brands need to spend their money strategically because challengers will always struggle to outspend category leaders. You don't just want to generate leads; you want to find high-quality leads that are likely to convert quickly.

Thankfully, advances in digital marketing technology allow smaller brands to target individualized audiences, automate processes, and make smarter decisions. When used strategically, technology can effectively level the playing field for marketing budgets of any size. 

Before you use the first digital marketing technology you come across, you need to know how your messaging will compete against the big brands to truly connect with your customers. Larger businesses have access to the same strategies and tools, so you'll need to find ways to differentiate your message.

I call it fishing with bait rather than a net. Think about how your brand is different. What makes you — and your customers — genuinely unique? Understanding your key differentiators allows you to stretch the value of each dollar you spend. 

Speaking of spend, your marketing efforts will be most successful if you focus on variables that you can measure explicitly. It's even more important for marketers who have smaller budgets to ensure each dollar spent is in service of maximizing profit. After all, it's hard to know whether your bait is working if you don't keep track of nibbles and catches. When you allow data to be your compass, you get results that can be scaled.

Once you've determined the best messaging and differentiators to reach your target audience — as well as the best ways to measure and scale success based on those efforts — then digital marketing technology will help you execute competitively. The advent of digital media makes it possible to create highly targeted, effective campaigns without breaking the bank.

You don't have to cast a wide net — you need to fish in the right places with the right bait. Technology will help you do just that. Sophisticated tools can enhance your targeting, search engine marketing, digital video, programmatic buying, and other marketing tactics. Here's how to take advantage of digital marketing technologies on a smaller budget:

1. Personalization strategies

According to a 2019 survey, 98% of marketers agree that personalized ads lead to a measurable lift in engagement. What's more, 85% of marketers say their clients and prospects expect personalized messaging. Personalization in marketing often comes in the form of advertisements, website content, email campaigns, and behavioral-based targeting. As a marketer, you might personalize a message based on location, interaction history, preferences, or device use. 

With the right tools, you can serve dynamic ads that are personalized to a specific consumer's location. A display ad might show one consumer specific content about your brick-and-mortar location. Another display ad might reference the consumer's city or neighborhood, leading to a geographically specific landing page.

Some brands rely on consumer accounts, which are tied to the consumer's preferences, loyalty rewards, ongoing purchases, or suggested products. This is especially popular in the travel industry. The data collected through these accounts can provide marketers with key insights about where consumers are in their purchase journeys.

2. Online behavioral targeting

Audience targeting capabilities allow marketers to use prospective customers' past behaviors to justify showing them advertisements. Instead of spending money to cast as wide a net as possible, you can focus on the highest-quality prospects.

Marketers use techniques, such as audience segmentation, customized customer lists, customized affinity audiences, and more, to better understand where consumers are in the buying process. Based on that information, marketers can deliver specific, personalized messaging. If you know a customer looked at a pair of shoes on your website but didn't make a purchase, for instance, you can serve that customer an ad depicting that exact pair of shoes.

One of the most effective ways to segment audiences based on behavior is defining in-market audiences, which is a segmentation that Google creates. In-market audiences include shoppers who are actively seeking a specific product or service. We can identify them based on the past 24 to 48 hours of a consumer's online activity, including the content they've viewed, the videos they've watched, and the search terms they've used. A person who is in-market for a new dirt bike probably looked at online content about off-road motorcycles, watched demonstration videos, perused reviews, etc. This gives you key insights into a consumer's needs, which you can address via targeted content.

Taken a step further, marketers can pivot these in-market consumers to adjacent products or services. Consumers who are in-market for a new home might be open to targeted content around homeowners insurance, cleaning products, or organizational services. Understanding life events and significant purchasing decisions can help marketers proactively get in front of consumer needs. 

The best thing about in-market audiences is that they are turnkey segments that are ready to use. It takes about five minutes to add this audience to a campaign. For brands with smaller marketing budgets, this type of low-maintenance segmentation is invaluable. 

Another strategy at your disposal is customized customer lists. These are often housed within your CRM and can be segmented to find customers with the largest lifetime value, which you can use as a model for finding look-alike audiences. Be sure to target high-volume lists so that search and social engines can capture the best profile matches possible. I recommend at least 10,000 entries. These tactics allow you to enhance your targeting strategies further to focus your media dollars and differentiate from your competition. 

3. Automation tools

Many popular digital vendors offer a suite of automated tools that allow you to manage campaigns of any size efficiently and effectively, even if you're a team of only one or two people. Marketing automation tools give you the ability to personalize engagement at scale along every critical point of the sales funnel, from lead generation to nurturing and scoring. With smart automation, you can minimize tasks that are time-consuming or that don't generate revenue. 

But automation isn't a quick fix for ineffective marketing. Before you invest heavily in automated technologies, make sure you spend time familiarizing yourself with the available tools. Your goal is to maximize the value of every dollar you spend, so test before you buy to minimize any risk. Try out the tools on a small portion of your media spend to understand the impact it will have on your workflow and campaign performance. 

 4. Artificial intelligence and machine learning

Artificial intelligence, or AI, and machine learning go hand in hand with automation, and these technologies are changing advertising completely. Today's advertisers collect massive amounts of data — too much for any campaign manager to turn into actionable insights. That's where AI comes into play. 

Using machine learning, AI can analyze vast quantities of data and structure insights to absorb and act on them. Google has been pushing AI on campaigns for years, incorporating features such as enhanced CPCs, keyword-match-type sensitivity and daily budget thresholds, among others.

What should you do when you're looking to enhance your media practice by leveraging AI? Tracking is the first step. Feeding "the robots" the highest-quality data possible is crucial for a successful AI implementation. Determine your brand's bottom line for growth, and collect data to support your decisions.

Once the data is appropriately tracked, start testing out a bid strategy to maximize conversions, target return on ad spend, target cost per acquisition, or any other metrics you're measuring. Pick one or two high-volume digital campaigns for starters, allow these to run to a statistical significance of at least 90%, and then compare performance data from before and after your efforts. Depending on the results, expand the test or make adjustments and start over.

Competing with the big players in your industry means being laser-focused on what you're trying to accomplish whenever and wherever you spend money on advertising. The best way to win is by measuring, tracking, and continually working to refine your messaging so that it appeals to the customers you know will buy from you. If you're a small business, digital marketing technologies such as personalization, behavior tracking, automation, and AI have made winning easier than ever.

 

International Survey Suggests Workers Care More for Company Culture Than Salary

Posted: 10 Jul 2019 11:59 PM PDT

  • When searching for a new job, 77% of respondents said they would consider a company's culture before applying.
  • American millennials are more likely to care about work culture over salary (65%) than those age 45 and older (52%). Similar numbers were found in the U.K. (66% vs. 52%).
  • 89% of adults polled told researchers that it was important for employers to "have a clear mission and purpose."

A newly released study from Glassdoor suggests that there may be more to attracting workers than compensation and benefits. When it comes to attracting new applicants, your company's culture may be just as important as the salary you offer, if not more so.

The Mission & Culture 2019 survey, conducted by The Harris Poll over three days last month, polled more than 5,000 workers from the United States, United Kingdom, France and Germany to measure the importance of a shared mission and company culture in today's workplace. What researchers found, according to Christian Sutherland-Wong, Glassdoor president and COO, was that both aspects were key to driving employee interest in a company.

"Having a compelling mission, culture and values are critical for attracting and retaining top talent in a competitive job market – it is what differentiates each and every employer," Sutherland-Wong said. "Across the countries we surveyed, it's clear that job seekers are seeking more meaningful workplace experiences."

It's no surprise that companies are trying to figure out how to keep top talent from jumping to another employer. Couple the current job market with the fact that an entire generation feels job-hopping is beneficial to their careers, and you have a situation where prospective employers are doing everything they can to attract new workers. To stay competitive, many employers offer unique perks in addition to their normal benefits and compensation packages.

According to the survey, 77% of adults polled told researchers that they would "consider a company's culture" before seeking a job there. Another 56% added that they found a good workplace culture to be "more important than salary" when it came to job satisfaction.

"A common misperception among many employers today is that pay and work-life balance are among the top factors driving employee satisfaction," said Dr. Andrew Chamberlain, Glassdoor's chief economist. "We find little support for this notion in Glassdoor data. Instead, employers looking to boost hiring and employee retention efforts should prioritize building strong company culture and value systems, amplifying the quality and visibility of their senior leadership teams and offering clear, exciting career opportunities to employees."

How important is company culture?

While more than two-thirds of respondents said that work culture was an important consideration for them when they apply for a job, that figure doesn't encompass the scope of how important this criteria is among respondents.

According to the survey, 73% of respondents from all four countries said they "would not apply to a company unless its values align with my own personal values." That sentiment was even more important to French and German respondents, with 76% of both groups agreeing with that statement. Approximately 70% of Americans and 69% of U.K. respondents agreed.

While the survey examined how respondents from different countries felt about the matter, it also looked at the importance of workplace culture along generational lines. What researchers found, perhaps unsurprisingly, is that millennials in the U.S. and U.K. are more likely to value a company's culture above a salary than their 45-year-old and over counterparts. When asked, 65% of American millennials and 66% of U.K. millennials cared more about culture than compensation, versus the 54% of older workers who shared this sentiment in their respective locales.

Culture also plays a major role in talent retention. According to the survey, 65% of respondents said their company's culture was a main reason for staying, though French workers (68%) are more adamant about this than British (63%) and German (61%) workers.

While 71% of global respondents said they would leave a job if a company's culture took a turn for the worse, French (75%) and American (74%) workers were more likely to leave in that instance. Only 69% of Germans felt the same.

Workers want mission-minded employers

Encouraging a positive workplace culture may attract new workers, but having an overall mission statement that jives with a potential applicant's views is also important.

According to the survey, 89% of adults said they felt it was imperative that an employer have a clear mission and purpose. That feeling was nearly universal, with 89% American and U.K. respondents, 88% of German respondents, and 91% of French respondents affirming that statement. Furthermore, nearly 80% said a company's mission mattered to them in applying for a job.

Once they are with a company, 66% of respondents also said a clear mission is important for them to stay engaged at work. In addition, 64% said they were more inclined to stick around because of their company's mission, though the French again led the pack in this area (70%) versus their American (64%), German (63%) and British (60%) counterparts.
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