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.

Margie Chilson is a Senior Marketing Consultant for JDA.media.

Her vast experience includes nearly three decades in broadcast television and digital sales marketing, working in and with multiple markets and affiliations including Dallas-Fort Worth at WFAA, Denver at KUSA-KTVD, KMGH, KWGN, and as a team manager at Millennium Television Sales.

Margie’s years as a local seller were award-winning and inspiration for her jump to JDA.media. She exceeded new business and digital goals on a consistent basis at Belo Corp., Scripps, Tribune, and TEGNA Inc. stations. A true innovator, Margie pioneered job-sharing positions in Dallas and Denver, balancing hectic work schedules and family, paving the way for working parents with careers in media sales.

Margie is well known and respected for her diligence, drive, and new business results. Due to her years in the business as an account executive and sales leader, she knows the station environment well and can easily relate to local sellers as well as the most senior managers.

An alum of Oklahoma State University who graduated with Honors in Journalism Advertising, Margie boasts an outstanding track record of helping business owners strategically grow their revenue through broadcast, streaming and digital solutions.

Margie and her husband Tim have been married for 23 years. The couple and their two children live in Littleton, CO, a suburb of Denver. Their son, Ryan, attends the University of Colorado Boulder, and their daughter, Mary, is in high school.  In their spare time, the Chilsons enjoy travel, hiking in the picturesque Rocky Mountains, cooking, watching movies, and cheering on their kids in various sporting events.