Business Archives - The Tampa Bay 100

Storm Closes Office: Do You Get Paid?

Many Florida businesses closed shop and boarded up doors and windows in preparation for Hurricane Irma.

Millions of Floridians missed work to prepare for or evacuate from Hurricane Irma. Employers wondered if they needed to pay employees when their business was temporarily closed.

While the Fair Labor Standards Act doesn’t have an “inclement weather” clause, the answer depends on the employee’s pay structure.

Employers generally aren’t required to compensate hourly employees for storm-related absences.

Certain salaried employees, including those working a fluctuating schedule, may be entitled to continued compensation during portions of the businesses’ closure to maintain their exempt status.

Employers should review pay policies for compliance with applicable laws before another hurricane threatens Florida.

– Steve Bernstein, Fisher Phillips

Management

Effective CEOs Can Think Strategically

Disruption is a threat in today's business environment, which puts the ability to think strategically at a higher premium.

Much like sports teams cycling through head coaches, companies often seem to constantly be changing CEOs.

The reason for this revolving door? Lack of strategic capacity. Often times people move up the corporate ladder based on achieving business metrics – such as sales or profitability – yet many lack the ability to think strategically and make good judgments when it comes to solving complex problems.

Organizations can address this by placing greater emphasis on measuring an individual’s capacity to think strategically and the person’s ability to not only create a vision for an organization, but to communicate that vision throughout the organization.

– Marty Petty, The MPETTY Group

Business

The Benefits of LinkedIn

Here are four reasons why your business should use LinkedIn.

The impact LinkedIn can provide for businesses who want to generate leads, connect to professional peers and build their brands is powerful, especially in the B2B arena.

1. LinkedIn surpasses Facebook as the top social platform for B2B marketers.

2. It’s an effective channel to position yourself as a professional leader and trusted influencer through thought leadership.

3. Over 467 million users are on LinkedIn.

4. LinkedIn ranked as the top social media site used for product launches among B2B marketers globally.

It allows the opportunity to connect organically with people throughout different industries. You never know where your next client will come from.

– Natalie Ghidotti, The Arkansas 100

Management

Generation Z Has Different Priorities

Generation Z makes up one-fourth of the U.S. population. Its oldest members are now in their early 20s.

Unlike millennials, Generation Z (born after 1995) grew up in uncertain times, so they have different priorities. This is important for employers to know, because members of Generation Z are now seeking their first jobs.

Three things to know about Generation Z employees:

– They like to communicate via social media. Post jobs via their preferred platforms: YouTube, Snapchat and Instagram.

– Company culture is important to them, so show you care about your employees.

– They seek stability. Discuss long-term career opportunities, even if it’s a part-time job.

To retain Generation Z employees, offer flexibility, growth opportunities and job security.

– Christina Norton, Revenue Management Solutions

Fitness

Energize Your Workforce With Exercise

People have different preferences, so access to a variety of group fitness classes lets employees figure out what works best for them.

Physically active employees have lower health care costs, use fewer sick days and are more engaged in a company’s mission. Employers can help their workers get more active by offering access to group fitness classes as part of a corporate wellness program.

Group classes increase engagement by:

– Offering more options. Employees choose the fitness classes they’re interested in attending.

– Encouraging employees to try new workouts. Employees who may otherwise avoid an unfamiliar workout are encouraged by colleagues who have tried it.

– Creating accountability. It’s harder to blow off a workout when friends or colleagues are motivating and supporting each other.

– Ed Buckley, Peerfit

Management

Reverse Mentoring Moves Companies Forward

Companies are looking for ways to engage millennials now that five generations are in the workforce. Reverse mentoring could be the ticket.

Reverse mentoring – pairing executives with younger employees who help them understand how to reach millennials – is a win-win for companies.

Millennials feel a sense of importance and alignment to their workplace, and companies benefit from millennials’ way of thinking and approach to challenges.

Some considerations as you implement such a program:

– Pilot the program first, and make sure the CEO supports and champions it.

– Make it a priority by setting regular, recurring meetings.

– Get feedback from mentor and mentee. What did they learn? Was the mentoring beneficial?

– Consider different formats: one-on-one or small groups. Both can work.

– Marty Petty, The MPetty Group

Startup Scene

Making Event Bookings Easier

Restaurant owners use Eventplicity to provide photos of the event space, build a digital proposal and customize menus for events.

When Bryan Edelstein owned a restaurant and bar, he saw how challenging it could be to book a private event, both for restaurants and customers.

That’s why he started Eventplicity, a full-service web-based solution that restaurants use to book private events. Eventplicity integrates with a restaurant’s website and streamlines the booking process to help consumers quickly find information, while helping restaurants generate more revenue from events.

Florida Funders, a Tampa-based venture capital firm, invested $167,000 in Eventplicity as part of a $2M round, which will help Eventplicity expand its sales and marketing department, fueling continued growth.

– Alana Siceloff, B2 Communications

public relations

What to Wear for TV Interviews

You’re more likely to feel prepared and at ease during a TV interview when you’re comfortable and confident in what you’re wearing.

What you wear for a TV interview is almost as important as what you say.

Here are a few tips to make sure viewers are focused on your words, not your outfit.

1. Avoid flashy prints, as cameras have trouble picking up small patterns. Solid blue is a good option.

2. Dress modestly and test how it looks when you sit. Remember that skirts and dresses may ride up while sitting.

3. Make sure clothes and accessories do not block the microphone.

4. Women, and men, should consider wearing makeup to reduce shininess, which is intensified under bright studio lights.

– Missy MacFarlane, B2 Communications

Crisis Communications

Are You Crisis Ready?

Always be prepared for a business crisis - they strike when you least expect it.

Is your team ready to respond to a crisis? The answer is NO if you answer “no” to more than three checklist items:

– We have established a crisis team and formal notification plan to key audiences.

– We have identified potential crisis situations and developed strategies for responding to each.

– We have appropriate social media plans for crisis communications, as necessary.

– At any hour, our crisis team knows how to contact each other.

– Our organization has a formal communications policy to provide media with information.

– Our spokesperson has received professional media training and is an integral part of our management team.

– Tara Frier, Crisis Interception

The 100 Gal

Bloom Wherever You Are

Woman wearing white blouse talking at a conference.

Keynote speaker Emily Ley, founder of The Simplified Planner, will speak to women about the chase for perfection. (Photo courtesy of Gina Zeidler)

When it comes to professional development for women, it can be hard to find a speaker or topic that is applicable to the workplace realities faced by many women.

This year’s 2017 Working Women State Conference is a refreshing reminder for women to “bloom where they are” by focusing on their individual path and personal growth.

This two-day conference features Dr. Tonjua Williams, St. Petersburg College’s first African-American female president, and Secily Wilson, a former Fox 13 News anchor and stroke survivor.

Working Women of Florida encourages women to support each other and create meaningful and diverse connections.

– Missy MacFarlane, B2 Communications

small business

How a Medical Practice Found SBA Success

Dr. Vim Patel's experience and innovative business model helped him secure an SBA loan.

It can be tough for a startup to secure capital. However, Dr. Vim Patel had several things going for him when he applied for his SBA loan:

Recurring cash flow: His Evolve Personal Health practice’s subscription-service model, similar to a gym membership, provides recurring revenue each month, which is appealing to lenders.

Collateral: This is an important part of any loan but especially with startups. In Evolve Personal Health’s case, the real estate purchased with the loan served as collateral.

Experience: Nearly 20 years as a physician provided Dr. Patel with plenty of training to start his own practice.

– Garrett VonEye, USAmeriBank

Business

Why Flexible Workplaces Matter

Making your workplace flexible, like allowing remote work, can help attract and retain top talent.

Flexibility is key in great employees, but it’s important for employers to consider, too. By creating a flexible workplace, employers can boost morale and signal to employees that the company is invested in their well-being.

Some ways to create a flexible workplace:

– Allow remote work. Cutting commute time cuts stress. Stay connected to your team with digital tools like Slack and video chats.

– Let employees set their schedules. Personalizing schedules to match workflow is a small modification that has a major impact on productivity.

– Lead by example. Leaders who prioritize flexibility and wellness encourage their employees to follow suit.

– Scott Peeples, Peerfit

Management

Accommodating New Mothers at Work

The time when a new mother returns to work after maternity leave is called the "Fifth Trimester."

Returning to work after having a child can be a challenging transition. Regardless of which state or federal workplace laws apply, employers should consider these best practices for welcoming back new mothers:

– Talk to expecting employees about how much leave they will take and whether they may need flexible work hours when they return.

– Consider increasing a new mother’s workload gradually instead of expecting her to return to work at full capacity.

– When possible, avoid scheduling meetings beyond normal work hours, especially without notice.

– Allow breaks for mothers to pump breast milk in a comfortable, private space – not a bathroom.

– Lisa McGlynn, Fisher Phillips

Business

Should You Take a Stand On Social Issues?

A recent survey finds that there’s a benefit to taking action on important societal issues.

Corporate social responsibility remains a priority for many businesses, and research has shown that employees want the corporate entities they work for to take a stand on societal issues.

Recent research from Povaddo suggests that 57% of surveyed employees feel corporate America needs to play a more active role in social issues. A majority (62%) would also be more likely to recommend the company as a place to work if its CEO makes a real effort to make a difference.

The other 43% feel that Corporate America needs to strictly confine its activities to being financially prosperous and providing employment.

– Chuck Norman, APR, The North Carolina 100

Business

Don’t Let Your Website Get Stale

Continue to update your website to attract more business.

If you haven’t updated your website in years, you may be losing valuable leads for your business.

Web design trends change annually, and investing in a new site can be costly but worthwhile. There are cost-effective changes that you can make to be more current and influence your potential customers. High-quality original photography can speak volumes about your relevance and build trust. The popularity of video is still on the rise, and studies have shown video increases engagement.

Your budget may not allow a redesign annually, but you can keep your site competitive with strong copy and visuals.

– Chuck Norman, APR, The North Carolina 100

The 100 Gal

Making Time for Vacation

Publisher Missy MacFarlane, APR, at the Falls of Bruar in Scotland last year. She managed to fully unplug during three of the five workdays away.

I normally love to see a list ranking the Tampa Bay region at the top. But a new report isn’t a reason to rejoice: Tampa ranked third among 30 metro areas for workers who don’t use time off.

This hit close to home: I’m guilty of not taking vacation time and often not unplugging when I’m away from the office. Once, I checked a job candidate’s references while sightseeing on the National Mall.

But I’m working on it, and I’ve found that pre-planning and communication with staff and clients helps me do better at unplugging and enjoying time off.

– Missy MacFarlane, B2 Communications

Economy

Are Low Gas Prices Here to Stay?

Normally, gas prices are up 25 to 35 cents a gallon in the summer. But that isn’t the case this year.

It’s an exciting time to be driving, especially if you’re planning a summer road trip. And while gas prices historically rise in the summer, that’s not the case this year.

The price of oil has fallen since January because new technology has allowed the U.S. to produce an excess of oil, pushing the cost of production down.

Americans are also driving fewer miles, and as people shop more online, they are taking fewer trips to the store. These factors are combining to keep demand low, and, in turn, lowering prices – a trend that should continue for the foreseeable future.

– David Ide, USAmeriBank

Startup Scene

App Makes Home Maintenance Easy

Homee’s maintenance service is available for any type of property, from homes and condos to offices and restaurants.

You can use an app to order a car, lunch or cocktails to your door.

Now Tampa-based Homee is changing how homeowners and property managers find, schedule and pay for qualified services. The on-demand property maintenance app delivers service providers for heating & air conditioning, plumbing, electrical, and handyman services in approximately 30 minutes – no appointment necessary.

Florida Funders, a Tampa-based venture capital firm with an equity crowdfunding portal, was the lead investor in Homee, providing $760,000 in a $1.35M round. The funding will support expansion from 10 Florida cities plus Cincinnati, Ohio into new markets.

– Alana Siceloff, B2 Communications

marketing

Podcasts: Changing the Game

Apple's plans to make analytics available for podcasts could be a game-changer.

In today’s digital marketing age, analytics are everything.

And soon, the power of analytics to shape and rank content is coming to podcasts – already a medium with millions of listeners. Until now, podcasts have had few metrics, but when Apple launches podcast analytics later this year, marketers will gain valuable insights into how a podcast’s audience is engaging, such as:

– when and where people listen;

– if and when they stop listening;

– and whether they stay tuned for ads.

Analytics should make podcasts more appealing to marketers, in turn increasing financial support for podcasts – a win for marketers, producers and listeners.

– Kyle Parks, B2 Communications

Startup Scene

Local Startup Peerfit Gets $2.3 Million Infusion

Peerfit co-founders Scott Peeples and Ed Buckley, III, Ph.D. are working with carriers, brokers and employers to redefine corporate wellness.

Tampa-based digital health startup Peerfit recently closed a $2.3 million investment round that drew notable local business leaders.

Tampa Bay Lightning owner Jeff Vinik and Colliers International Florida Executive Chairman Lee Arnold were among the investors who backed Peerfit in the round. Investors from Florida Funders and PAR/ARK Applications, along with healthcare and digital health veterans, also contributed.

With this funding, Peerfit will continue its national expansion efforts. More than 30,000 people have access to Peerfit’s network of local fitness studios in more than 30 cities, which includes New York City, Los Angeles, Tampa and Atlanta.

– Missy MacFarlane, B2 Communications

Management

Use Background Checks With Caution

Many employers conduct background checks on potential employees.

Background checks, which have long been standard in the employment process, should be used with caution.

Problems often occur when employers don’t make it clear to applicants that a background check will be conducted and that information obtained could affect their hiring decision. Even web searches that show an applicant’s publicly-available information on social media could land an employer in legal trouble if proper steps are not taken.

Employers should be prepared to show how information obtained in a background check is relevant to the position or to the company. Review your hiring practices to ensure they are compliant.

— Steve Bernstein, Fisher Phillips

public relations

Repurpose, Repurpose, Repurpose

Repurposing content can save time and resources when you are in a content rut.

Repurposing content is taking content previously used for one purpose and reusing it for another. It’s a useful strategy that allows you to reach a broader audience and diversify your content while maintaining consistent messaging. Try these repurposing strategies:

Create a social post out of an underperforming newsletter to address your audience directly, possibly catching the eye of a follower who dismissed your previously sent newsletter.

Repurpose old photos for new creative graphics to use on social media, a blog or eNewsletter.

Repurpose videos by cutting them into short videos to create an innovative mini-series to post on Facebook.

To learn more tips, visit here.

– Haley Haas, The Atlanta 100

Business

Best Marketing Practices for Small Business

Small business doesn’t have to mean less business. Check out the best ways to promote your brand.

Small business marketing presents unique challenges. Budgets and resources are typically smaller but don’t have to be barriers for effective marketing. Here are some tactics to promote your name while growing your customer base:

Social Media: Vital in today’s digital world – it’s the best tool for communicating directly with customers, presenting your brand and reaching large audiences with boosted content.

Community Involvement: Engagement in local activities provide platforms for promoting your business, networking with fellow entrepreneurs and building customer connections.

Added Value: What can you give customers your competitors aren’t? Loyalty programs, personalization options, educational content? Go above and beyond.

– Natalie Ghidotti, The Arkansas 100

The 100 Gal

PR Campaigns Among Best in State

Metro Development Group President Greg Singleton speaks with the media about the first Crystal Lagoon — a 7.5-acre aquatic amenity with clear blue waters.

B2 Communications’ work is gaining statewide recognition. The firm has been named a finalist for three Radiance Awards, which recognize outstanding strategic public relations programs in Florida.

These B2 campaigns are statewide finalists:

– A fee-waived adoption campaign to help more pets find homes for SPCA Tampa Bay

– Construction preview event for the country’s first Crystal Lagoon for residential developer Metro Development Group

– Expert positioning campaign for commercial real estate brokers who work at Colliers International Tampa Bay, Southwest & Central Florida.

The Public Relations Society of America (PRSA) Sunshine District will announce award winners on June 22. Wish us luck!

– Missy MacFarlane, B2 Communications

Communication

Connect With Your Team Through Video

As USAmeriBank has grown, the marketing team partnered with Three Chairs Productions on “Cup of Joe” videos with CEO Joe Chillura to communicate with employees. Here, Joe visits with bank customer Gulf Marine.

As organizations get bigger, leadership teams should look for ways to keep a personal connection with employees.

USAmeriBank executives realized this, and wanted something beyond a typical newsletter or intranet. The solution: “Cup of Joe,” a quarterly video with bank CEO Joseph Chillura.

The videos feature Joe, often joined by employees, out in the community visiting with customers. This approach is an engaging way for Joe to update employees on the bank’s performance instead of speaking into the camera at a faceless audience. “Cup of Joe” makes it feel as if Joe is talking with employees, rather than at them.

– Matt Spruiell, USAmeriBank

public relations

Three Tips for Getting the Media’s Attention

WUSF's Mary Shedden gives tips during the media panel, which also included ABC Action News' Dustin Chase (left) and Sean Daly (center). (Photo courtesy of PRSA Tampa Bay)

Journalists receive 200 to 1,000 emails per day. Getting their attention can be difficult.

Experts on PRSA Tampa Bay’s recent media panel, which gave PR pros an insider’s perspective on how to break through the onslaught of emails, offered this advice:

1. Know your audience. The Tampa Bay Business Journal only wants business news, while WUSF-FM goes in-depth on the local impact of state or national trends.

2. Explain how you can bring the story to life with photos, videos, experts or a customer.

3. Use the subject line to highlight the event date and relevant details.

– Missy MacFarlane, B2 Communications

Mile High Views

What Kind of Leader Do You Want to Be?

Being a good leader takes practice and dedication.

Are you a leader, or poised to be one? As such, you can create fear and confusion or inspire and motivate. To achieve the latter, lead by example, creating a vision and setting a clear path for achieving it. The most effective leaders are excellent communicators, not afraid to do the work required to achieve success. Other key qualities of leadership include:

• Courage

• Integrity

• Humility

• Focus

• Cooperation

And you will earn the respect of those you lead with authenticity, aligning what you say with truth and reality. Leadership is not always innate, but can be cultivated with practice and dedication.

– Lisa Cutter, The Colorado 100