Last week Google Chrome became the most used web browser in the world for the first time ever (even if only for one day!). As Internet Explorer has been the top browser since 1999, this was a major milestone for them.

How have they done this?

In the early days of Google, the company bucked trends and shied away from traditional forms of marketing. As a technology and media firm, they were adamant about never allocating media budget for TV commercials.

Starting in 2010 however; there has been a significant shift in Google’s marketing strategy, diverting more spending to traditional TV ads. According to research agency Kantar, in 2011 Google spent $70 million USD on TV ads; an increase up from $6 million USD in 2010.

Last year, Google launched it’s most expensive advertising campaign yet, ‘The Web Is What You Make Of It’ to showcase its flagship internet browser Google Chrome. Several TVC’s were developed in conjunction with the creative agency BBH. The ads have been very successful, with ‘Google Chrome: Dear Sophie’ receiving many accolades:

This ad is almost perfect – it speaks about their integrated product (Google Chrome, Gmail, and YouTube) and re-tells a true story about their product which evokes an emotional response with the viewer.

It also reminds us that sometimes the traditional, tried and tested solution – in this case TV adverts, can be the most effective. Google has been able to adapt, and hasn’t been afraid to do a complete 180 degree turn compared to their original marketing strategy. In the business world, we’re always trying to ‘re-invent the wheel’ but often going back to basics or using proven solutions pays the most dividends. With this campaign, Google has reached out to a new segment of consumers and it’s now paying off for them.

Until next time!

'The Web Is What You Make Of It' campaign, Gmail, Google, Google Chrome, Google Chrome: Dear Sophie, Internet Explorer, YouTube

Morgan McKinley’s 2012 Salary Guide is now available. It provides market intelligence on remuneration and hiring trends across the financial services sector and commerce & industry organisations in Hong Kong.

Download the 2012 Salary Guide now

We hope you find our Hong Kong Salary Guide 2012 informative. If you have any questions, feedback or would like to discuss any of the findings, please contact us directly.

hiring market Hong Kong, hiring trends, Hong Kong Salary Guide 2012, jobs in Hong Kong, jobs market 2012, Morgan McKinley

“Change We Can Believe In” was a powerful election slogan of Barack Obama that won him support and near-adulation among many people in the run up to the last US election. Some people believed that change was important and necessary although others wondered what substance there might have been behind the slogan.

Many organisations have slogans, mission statements and corporate objectives. These are good if they have substance behind them but what if they do not? An empty slogan is like a false promise – a sign of a lack of integrity.

A significant minority of job seekers who seek my advice are looking to leave their jobs not because of compensation or promotion prospects but for ethical reasons. Perhaps it’s worth taking the time to do a career audit and ask:

• Am I a valued part of the team?
• Do I feel comfortable working here?
• Can I make a difference to this company?
• Am I listened to and are my views respected?
• Are the senior management people of integrity?

If the answers to the above questions are more negative than positive then it might be time for a change you can believe in – actively seek a better opportunity elsewhere.

Barack Obama, career, change, compensation, election, Employment, ethics, integrity, promotion, slogan, USA

A week ago, no-one had heard of Jeremy Lin. Since then he has electrified the NBA with his inspirational play and has become a media sensation and a fan favourite. The Jeremy Lin phenomenon continues to grow and has far reaching effects outside of the sports world.

Barely recruited after high school, Lin went on to Harvard and remained unnoticed by NBA teams after college. Undrafted and in his second professional season in the NBA, he was cut by two other teams before being offered a non-guaranteed contract by the New York Knicks. Due to injuries to teammates, he has recently been given the opportunity to play and has excelled.

As I write this, Lin has led the New York Knicks to an amazing and improbable six game winning streak. He has embraced and maximised his opportunity to play, going from being an afterthought on the team to becoming the starting point guard for the Knicks. He has single handedly turned their season around.

Recently, after Lin had beaten and out-scored NBA legend Kobe Bryant; Kobe had the following to say:

“It’s a great story. It’s a testament to perseverance and hard work. I am sure he has put in a great deal of work to always have that belief in himself, now he has the opportunity to show it.”

In the work place, opportunity can present itself in many forms – getting a promotion; a position opening up when a colleague leaves; an overseas assignment, or simply taking on more responsibilities and duties above and beyond your current role.

Take a long hard look around your workplace – for those in management positions, is there a Jeremy Lin in our midsts who is a star in the making?

You never know when you may get that opportunity, but when you do – it’s your chance to step up like Jeremy Lin and to embrace it. At times we feel that we are not given the opportunity to shine, however be patient; continue to work hard and you will be given a shot when you least expect it. When that opportunity does come up, grab it as you never know when it may come around again.

Until next time!

Career advice, determination, Harvard University, Jeremy Lin, job promotion, Kobe Bryant, Linsanity, NBA, New York Knicks, seizing the opportunity, talent management, 林書豪

Our colleague Anthony Truchot from the Tokyo office looks into how to survive in a tough market, providing you with tips for what you can do during this difficult time.

To read more, click here

Career advice, coping with job loss, how to handle job loss, staying positive while looking for a job, Unemployment

We have recently released our latest Hong Kong Hiring Market Update.

To prepare the report, we surveyed over 1,050 senior level operational and HR managers across Asia Pacific, asking them about their hiring plans for 2012 and the challenges they expect to face.

Highlights of the report:

• Within financial services, 75% of managers in Hong Kong are concerned that global economic uncertainty will affect Asia Pacific as a growth market.
• Almost 24% of financial services managers in Hong Kong expect to be handling redundancies over the next 12 months.
• Nearly half of employers within commerce & industry in Hong Kong plan to hire new staff over the next six months. There is particular growth in the consumer goods industry (specifically retail and luxury brands).
• Hiring is very likely to be focused on permanent roles in Hong Kong, however fixed term contracts will also be a key part of hiring strategies. These contract hires may ‘plug the gap’ created by restrictions on permanent headcount increases, particularly within the finance sector.

Click here to download the full report. We welcome your feedback.

hiring plans, Hong Kong hiring trends for 2012, Morgan McKinley Hong Kong Hiring Market Update

In a competitive environment, how can you ensure that recruiters allocate more of their time to your job search?

Try following these ten tips:

1. When a recruiter calls you at a busy time, politely explain this and avoid sounding rude.
2. When applying for a role, send a concise email rather than attaching a lengthy cover letter.
3. Always check your spelling and grammar. Avoid mistakes and abbreviations such as “you’re vacancy”, “12pm” and “i would like to spk to u.”
4. Ensure your CV is no more than three pages long and do not include irrelevant details such as your children’s names, religion etc.
5. Identify who specialises in recruitment in your industry and commit to a limited time period in which you will work exclusively with that recruiter.
6. When you meet a recruiter, always turn up on time and ensure that your mobile phone is switched off to convey respect.
7. Always tell the truth, especially about your salary and employment dates.
8. Remember to be respectful about your current or previous employer. You may not see eye to eye but avoid sounding bitter.
9. If you are not interested in a specific role, please say so and explain your reasons. This will give your recruiter better insight into your motivations and what kind of job you are looking for.
10. If an interview with an employer has been arranged for you and you cannot attend, always remember to inform the recruiter as soon as possible.

Following the above will improve your relationship with your recruiter and give you a significant advantage over other, less professional applicants.

job search, job seeker, recruiter, relationship with recruiter, standing out from the crowd

Our colleague Mary Lam from the Sydney office looks into unexpected interview questions, providing you with examples and pointers for dealing with these unexpected interview questions.

Do you have any unusual or unexpected questions that you have been asked?

To read more, click here.

how to handle an unexpected job interview questions, interview tips for job seekers, job interview tips, off-the-wall interview questions, Tough interview questions, unexpected interview questions, wild card interview questions

“This is the kid, calls me 59 days in a row, wants to be a player.”

“There ought to be a picture of you in the dictionary under persistence kid.”

In the classic 1994 film ‘Wall Street’, Bud Fox cold calls Gordon Gekko 59 times just to get the chance to meet with him face to face. How many people out there (myself included) would have given up after the first or second call?

Sales is a numbers game and a ‘contact’ sport – the more contacts you make the more likely it is that you will be successful.

A few years ago I attended a sales training course and something the trainer taught us has stuck with me to this day. According to him:

• 48% of sales people never follow-up their initial contact
• 25% of sales people make a second contact and then stop
• 12% of sales people only make three contacts and stop
• Only 10% of sales people make more than three contacts
• 80% of sales are made only after the seventh contact

Around three years ago, we were thinking about selling our apartment back home in Sydney. I made an initial query to a local real estate agent who was professional, responsive and gave me the impression that he understood the market. However, we were not ready to sell at the time.

The following month, I received a call from this agent to follow up to ask how everything was. Still not ready to sell yet! For the next two years, month after month without fail I would receive some form of contact (phone, email, EDM, post) from this agent. There were times were I was too busy to reply to him but he still kept me updated with market information. Needless to say, as soon as I had seven contacts with him; he had my attention and was top of my mind. When it was time for us to sell the property last year, he was my first port of call and we successfully transacted through him.

So for anyone in a sales, business development, relationship or account management position, don’t forget the ‘Rule of 7’ when following a new sales prospect and like Bud Fox – don’t give up.

account management job, Bud Fox, business development job, Gordan Gekko, sales job, sales prospect, sales strategy, sales tactics, sales training, Wall Street

Our colleague Natale Marco Cottitto from the Japan office discusses the impact of social media for the recruitment sector and how it has changed recruitment strategies and interactions globally.

To read more, click here.

Hiring, modern recruiting, online marketing, recruitment strategy, social media evolution, social media marketing, social network, Social recruiting