By Jeff Hough
As the new year approaches, I can’t help but wonder what the future will bring. For those interested in the political arena, the new year holds as much promise as it does dread (depending on your party affiliation). Yet, the business world continues to move forward at an ever increasing pace.
This is the time of year managers and employees dread because performance evaluations are due. While most evaluations focus on the past, the future seems to be an afterthought. Like a postscript at the end of a letter, the goal section of the review is hastily thrown together to please a checkbox. It is interesting to compare the two perspectives. The boss’s rear-view mirror approach and the employee looking through the windshield optimism.
Given that dichotomy, I wondered what business trends would appear in 2017 to shape the workplace. In 2016, millennials were on everyone’s mind. Solving the skilled-worker shortage was a priority as well. Additionally, businesses saw mobile e-commerce and website-customization become more important.
Looking forward, here are some trends that should impact the business world in 2017:
n Creating customer connections. Companies like Facebook, Uber and AirBnB demonstrate the power of connecting people. None of these companies own anything other than the ability to connect people. Companies that find unique ways to create customer connections will be ahead of the curve.
n Content marketing and Subject Matter Experts (SME’s). With people Googling over 3 trillion questions a year, content marketing becomes even more important. Businesses with SME’s who can provide high-level information, easily understood by the average consumer, will stand out. If your company isn’t blogging, you’re missing out.
n Just-In-Time Workforce. The rise of virtual teams will give way to the rise of the Just-In-Time digital workforce. Individuals with laptops and internet connections are becoming the workforce of the future. As collaboration technology continues to develop, so is this workforce option.
n Mainstream Crowdfunding. Once again the internet’s ability to connect people demonstrates the power of community. An entrepreneur with an idea for a product or service can have that idea validated quickly. Once validated, startup money is readily available through sources like GoFundMe or Kickstarter. These communities allow even the most novice entrepreneur access to capital.
n Video. We are visual creatures. With the ability to create high-quality video getting easier every day, this trend continues to grow. Customers no longer want still shots of products. Video provides consumers with a richer shopping experience. It gives business the ability to create deeper connections with existing and potential customers. Video lets your brand’s personality show.
n Brand Ambassadors. Given the rise of content marketing, the Just-In-Time workforce and Video, this trend seems like a no-brainer. Brand Ambassadors are an internet phenomenon giving business access to already assembled tribes. Brand Ambassadors give small businesses the ability to compete with the big boys at a fraction of the cost. A Brand Ambassador is someone who has a large social media following and is willing to represent your product. Think celebrity endorser on a smaller scale.
n Employee Recognition. Top employers are using this tool to retain talent. One call-center reduced employee turnover to almost zero by recognizing employees and making them the heroes of the company. According to Starbuck’s CEO Howard Schultz, building a culture of purpose is important, then recognizing those who fulfill that purpose will make your company special.
Now is the time to look forward to see which of these trends can give you an advantage in 2017. With a little forethought and hard work, you can make next year the best year ever!
Jeff Hough is a business author, blogger and speaker in Pocatello.
