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Avoiding the Bad Employees: Hiring Tips for Your Small Business

Posted on July 28th, 2008, 06:07 am
Filed Under (Biz Start Up) by Joe Witte

Let me get the catchphrase out of the way…your employees, also known as “people”, are really important to your business. They’ll handle your money, your customers (who give you money), your product (which you sell for money) and you’ll spend more time with them than your family. So why do so many people get stuck with bad employees? Typically, it’s because we fail to search, prepare and interview candidates thoroughly, and are hasty to hire someone hoping they’ll work out. These bad hiring habits result in a weak workforce which will make your life miserable and destroy your business.

My first suggestion is to ensure that workload doesn’t cloud your judgment. If you are desperate for an employee because your team is overworked, or you just lost an employee, you’ll inadvertently drop your standards just so that you’re not stuck working 12 hours a day. This compromise will usually lead to hiring some knucklehead who is under qualified, lazy or dishonest which leads to frustration and wasted time and money.

So where can you find good candidates? Clearly, the position and degree of experience will require different search methodologies, but for entry to mid-level white collar employees, we have used Monster.com. This site can usually produce 15-20 relatively qualified resume’s that have led to multiple successful hires for our firm. Other sites to consider are CareerBuilder.com and HotJobs.com. These postings are not cheap, so start by posting one career opportunity on the site of your choice and see if it meets your expectations. Career fairs are also a great way to meet hundreds of people immediately and get a good sense of a candidates “presence” and professionalism. “Grading” the resume’s you receive and setting up interviews on the spot is a great way to maximize your investment in the show. For whatever reason, many of the candidates won’t show up for their interview or even give the courtesy of calling. The best method of finding a good employee is employee referrals. These referrals are cost effective, and good employees usually won’t recommend someone who would embarrass them.

The next phase is interview preparation. It’s not just the candidate that has to get ready. Make sure you and your staff dress properly, and make your candidate feel comfortable when they arrive so they are more forthcoming with their answers. Ensure that you have researched and developed a thorough list of questions prior to meeting candidates- and that you ask each candidate the same questions. Questions should relate to their experience and what they will bring to the position, character and their personal interests. Pay attention to the prospects’ dress, handshake, eye contact and level of confidence. If the position requires technical skills, TEST THEM. I always look to see if the candidate is involved in some form of community service. This is a clear indication of responsibility, kindness, teamwork and lack of selfishness which usually makes for an excellent employee. Don’t overlook interview blunders such as resume’ spelling errors (or not having a resume’ in an interview), tardiness or inappropriate dress. If someone makes these errors this early in the game, they aren’t going to get better, they’ll get worse.

Be sure to have 2 separate interviews with the candidates and get at least one other person to meet with them from your staff. It’s impossible to get to know someone in one hour, but over the course of 3 or 4 hours on multiple days, you’ll get a better sense of their personality and character.

So, how do you choose? A simple rule to remember is hire people you like and who seem to have good character. If you get along with them well, and they have the right requirements chances are it’s a good fit.

Joe Witte is a partner at Logo Design Guru, and has successfully started 3 small businesses including CentricSource and Travel Ad Network

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Constructive Criticism and your Graphic Designer

Posted on July 23rd, 2008, 08:07 am
Filed Under (Graphic Design) by Ed C

Criticism and critiquing are fine art forms, when properly executed. They can be some of the most beneficial elements used when your graphic designer is creating your logo. Criticism and critique used in the wrong way can also be your project’s greatest detriment.

The most important thing to remember is that criticism in itself is a relative term; something you find unappealing may be another person’s masterpiece. A key point one should always keep in mind when relaying your thoughts, whether good or bad, must always stay positive. Think to yourself, “If I had spent 2 days working on a design would I want someone to flat out say that it was horrible? Probably not.

However, you probably wondering, “How do I give constructive criticism without rewarding uninspired work or giving unstructured, critiques that my designer doesn’t take seriously? The answer is a perfectly administered critique structure.

A good critique structure is essential to getting product you have envisioned:

•Always start out on a positive note: This is key. Remember there is no such thing as “bad art” its all subjective and opinion based. Use phrases such as “That’s a good start”, “I see what you tried to do here”, “This is good work”,

•Presenting negative points: Chances are you aren’t the first person to give an artist a negative comment. This is the point of constructive critiquing; one’s art cannot improve without assessment. Negative is “negative” there is no way around it, however, do it in a positive way. Avoid words like “ugly,” “horrible,” “bad,” “worst.”

•Be honest and direct: If you don’t like something say so, but being polite and professional is never a bad thing.

•Make it a team effort: Use phrases like “We need to take a look…” “What we should do is…” Making your designer feel like he is working with you rather than trying to satisfy you, will bring a better relationship and in turn a better product.

•Give at least one positive point: Even if you don’t like your designer’s attempt try to find a good aspect. Build the artist up. It never hurts to complement someone on their efforts. Bring out and reinforce the artist’s strong areas.

•Always end your conversations with a positive note: “This draft was good, Keep up the great work”, Thank you for your efforts” these will bring confidence to your designer, and with confidence comes better work.

•Rapport: A businesslike yet casual relationship will do wonders for a project. Keep the human element involved, and the results will follow.

Stick to these basic principles and you and your designer will reap the benefits of awesome graphic design.

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Building a Small Business Brand:Why Your Logo Matters (But Not That Much)

Posted on July 17th, 2008, 01:07 pm
Filed Under (Biz Start Up, Branding) by Joe Witte

I’m not sure I should say this, since I’m a partner at a logo design company, but your logo just doesn’t matter that much, and neither does your company name. So, for all you small business owners who are spending hours every day pondering over your company name, wondering if you should call it “Smith Jewelers” or “Jewelry World”, or calling Uncle Ned to see if he likes your logo in dark blue or light blue, I have terrible news for you, it doesn’t really matter.

How can this be, you say? Well, let’s take a couple real life examples and see how important their company name and logos were to their success. Ford, Dell, Hewlett-Packard—boy, they thought hard about those companies didn’t they? Hmm, what’s my last name? Great! McDonald’s (another winner of a name) has a big “M” for a logo. Nike has a swish, Microsoft has—nothing, just their name in a lame italic font. ExxonMobil didn’t even take the time to put their logo in italics. Somehow, I don’t think these company logos had any effect, whatsoever, on their billions in revenue last year.

Now, before you run out and name your company “Slobby’s Suit Makers”- it’s important to be aware of what is important when developing your brand, and where you should spend your time, and money. When it comes to a company name, there are some excellent rules to abide by when you are in the “naming” process. First, keep it short and easy to pronounce. If your last name is Stratklowvitz, you probably want to come up with another concept. Second, try to be descriptive with a subtle name that can let people know what you do (I know, Logo Design Guru is not subtle-it’s a long story). And finally, pick a name that’s easy to spell, and someone can understand over the phone. Nothing is worse than having to repeat your company name 3 times until someone understands you.

Once you’ve decided on your business name, GET A PROFESSIONAL LOGO DESIGN. Find a reputable online company (make sure they have a US office), or a local designer, but please don’t jump on Word and try to create your own logo. As a new business, you are building credibility, and your customers will know. Here are some rules to consider when you are giving your designer some input:

1. Keep it simple: Big, crazy, illustrative logos are hard to print and produce on marketing collateral. If your logo wouldn’t look good on a golf ball, it may be too complex.

2. Minimize your colors: Unless you own “Rainbow Dry Cleaners”- keep your logo to 2 colors. Ideally, your logo will look good in grayscale as well.

3. Make it memorable: A slick, original logo is optimal. However, keep rule #1 in mind.

4. Balance: If you use an icon, it is typically centered above the text, or to the left of the text. However, it’s ok to break the rules, if done with caution.

5. Don’t pay too much: A close friend of mine developed software for $60,000. He was quoted by a local marketing company to build his brand for $75,000. These companies are self righteous and will squander your company. This is outrageous.

Your brand is something that you will develop and build upon, and, if you grow large enough, may even change. However, keep in mind that people won’t buy because your logo is red or blue, they’ll buy from you because you have a desirable product or service at a reasonable price.

Joe Witte is a partner at Logo Design Guru, and has successfully started 3 small businesses including CentricSource and Travel Ad Network.

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Why Brochures Still Matter in a Paperless World

Posted on July 1st, 2008, 10:07 am
Filed Under (Branding, Brochure) by Daniel Natale

In this increasingly paperless world, the majority of marketing collateral and business presentations consist of digital documents. From your latest PowerPoint masterpiece to a flashy interactive website, electronic media can be quick, easy, and visually stunning. There is no denying the advantages of electronic media.

However, due to these strengths it is likely your message will be forgotten. Your clients will want and need a permanent reminder of your message. Offer them the presence and physical cache of a slickly designed brochure.

1) A Brochure is Tangible

Made only of simple paper or basic card stock, a brochure is a tangible object that your clients will hold on to and keep. This is especially important if you offer a service that is abstract or industry specific. A brochure will give you a prime opportunity to explain your services and will allow your client time to absorb the finer points of your proposition.

2) A Brochure is Impressive

Traditionally the costs of designing and printing a brochure kept all but the biggest companies from producing a printed brochure. Fortunately, with the ease and efficiency of online design and printing, the cost has significantly fallen. Take advantage of this development, and present your small business as a juggernaut. Underscore to your clients that you know the value of professionally designed and printed collateral.

3) A Brochure is Simple

With the alphabet soup of file formats (PDF, DOC, PPT, HTML) the last thing you want to do is confuse a potential client. Don’t force them to take a training course in computer science just to read your pitch, give them a prepared hard copy. Not only will your client’s appreciate this, but also your message will be clearer without the noise of unwanted technical questions.

4) A Brochure is Timeless

Today’s cutting edge web presentation will be passé and outdated in a matter of months. Rapid shifts in technology can make your slick electronic collateral dated and obsolete overnight. Don’t waste time and money chasing the next big thing. Invest in a brochure, a time tested and proven medium.

A brochure with a classic design will stand the test of time. Easily portable, and simply stored, a brochure will always remain not only on someone’s desk but also in their mind.

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