Have you noticed an increase of “Congratulate Ellen on her new job” announcements on LinkedIn? It’s not your imagination. It’s The Great Resignation. A year of COVID trauma, combined with a booming job market, has caused millions to re-examine their career choices. They’re quitting at a record rate* – 4 million Americans voluntarily left their jobs in April alone.
While a personnel change at a good advertiser can certainly create challenges, the Great Resignation also represents a big opportunity for your team. Someone’s LinkedIn “Congratulate” announcement hints at two potential trigger events—one at their new company, and one at the old one:
When Ellen arrives at the new company, she may continue her predecessor’s approach for a while. But as contracts and budgets roll over, a new point of view may open the door for a new advertising approach.
Ellen’s departure also signals changes at her old company. To get her work done, they may hire someone, or promote someone, or reassign responsibilities. One way or another, new eyes will look at old problems and come up with new solutions. I recently got a large order from a company that had shut me out for two years … because the new guy liked my ideas (and me) better than the old one did!
The Great Resignation is a great subject for a sales meeting. Your sellers can make money from this trend, but only if they know what to look for.
LinkedIn is a crucial source of information about job changes and reorganizations. Send connection requests to everyone you work with, so they see the announcements whenever clients and prospects post.
From there, 15 minutes a day to scroll through the LinkedIn feed can keep you up-to-date on these changes.
A job change announcement should trigger two pieces of immediate outreach:
An email or phone call to the contact at their new company. No pitching allowed—just congratulations, well wishes, and an offer to help whenever they’re settled in.
A phone call to the old company: “I used to work with Ellen, and understand she’s moved on. Can you tell me who’s taken her place?”
Finally, protect your interests by getting to know multiple people at each of your best advertisers. At a minimum, you should establish a relationship with at least one person below your main contact on the totem pole, and at least one person above.
This strategy will pay dividends even after The Great Resignation recedes. There will always be personnel changes, and those changes will trigger new approaches to advertising. A proactive approach to LinkedIn will keep you informed, giving you the best chance to maximize the opportunity.
*A quick note to managers: this phenomenon may also represent a threat to the team you’ve built. Some of your star players may be looking at other opportunities—now is not the time to be complacent.