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It is no secret that earning a Master of Business Administration (MBA) is one of the best ways to get ahead in today’s competitive business world. Graduates benefit from a return on investment, both in terms of career advancement and salary increase.

The Graduate Management Admission Council (GMAC) has reported that “more than half of employers (57%) [planned] to increase starting base salaries” for new hires with an MBA. Add increased knowledge and skill development in core business competencies, and it is clear that pursuing an MBA is a smart choice for many students.

Employers recognize the value of the MBA due to its versatility as well. This is why the MBA was named one of Fortune’s Best Graduate Degrees for Jobs. In fact, Fortune notes that MBA graduates report high job satisfaction and relatively low stress levels.

Value of the MBA

Among the many benefits of earning an MBA, one of the most significant is gaining transferable skills. The hard and soft skills gained through MBA coursework are relevant to a wide range of business careers, from accounting and finance to marketing and management. Beyond the business world, MBA graduates find work in fields like technology, health care, government, and nonprofits, according to U.S. News & World Report.

MBA holders can expect higher employment rates and increased job security because graduate business degrees have become a powerful differentiator in the job market. The same article points out that, according to the GMAC, 96 percent of employers “agreed that hiring business school graduates creates value for their companies.”

In its annual employer survey, the GMAC also found that 75 percent of surveyed employers expected to hire MBA graduates in 2016. As U.S. News & World Report puts it, they “like hiring MBAs for their ability to handle complex situations, be nimble and adapt in the face of a rapidly changing global environment.” Recruiters seek out candidates with strategic thinking, creative problem-solving, leadership, and communication skills, as well as analytical thinking and collaboration, Bloomberg says.

Many MBA programs offer degree specializations. Students can concentrate on key skill areas that directly apply to their chosen career path. A popular choice for many is health care management due to the rapid growth of the health care industry in recent years.

Finally, MBA programs allow students to network with individuals from diverse professional backgrounds. This is particularly valuable in today’s global economy. Students are exposed to “different business practices, cultures, and points of view,” along with alumni networks that are useful during the job search, U.S. News & World Report says.

Combined, these factors make the MBA one of the most relevant degree programs for graduate students.

Why Earn an MBA?

There are many reasons individuals choose to continue their education with an MBA. Pursuing an advanced business degree can help professionals meet their career goals and expand their knowledge. However, there are other motivating factors for pursuing the MBA credential. The following are just a few:

Career Change

According to industry expert Stacy Blackman, “By some estimates, at least two-thirds of MBA applicants look to business school as a surefire way to launch their career in a new direction.” For those who have decided to pursue a new career path, earning an MBA can help hone skills that can be directly applied in the workplace.

Job Requirements

Some organizations require a graduate degree for all upper management positions. While getting hired in an entry-level role with a bachelor’s degree is by no means impossible, professionals are more likely to be chosen for senior positions if they have the added credential of an MBA. Many companies expect entry-level hires to continue their education after a few years of work as well.

Career Advancement

For those looking to move up the corporate ladder, continuing education is key. Earning an MBA is an ideal way to become more versatile and learn the broad range of skill sets required in high-level positions. Because coursework often includes topics ranging from leadership, communication, economics, operations, and more, MBA programs prepare students for the next stage in their careers.

Of course, the reasons to earn an MBA vary depending on each individual’s career goals and priorities. “When you map out your medium- and long-term professional goals, think about what gaps you have and whether an MBA could be that transformational experience that changes your career trajectory forever,” Blackman says.

Once you determine that an MBA is right for you, it is important to consider which type of MBA best aligns with your desired business career. Just as the business world is varied and complex, there are many degree options available for students who know what they are looking for in their business education.

In-Demand MBAs

Two of the most useful types of MBAs are a general, business-focused MBA and a specialized MBA in health care management. Both of these degrees provide students with in-demand expertise and skill sets that are valuable in today’s fast-paced and innovative marketplace. The general MBA is traditionally valuable among employers for reasons discussed above, but MBAs in health care management are a relatively new option that arose from a need for trained professionals who can address the business of health care. Learn more about each of these degree options below.

General MBA

According to the Harvard Business Review, earning an MBA “sends a signal to the marketplace.” It arms students with skills related to a wide variety of fields: Organizational leadership, marketing, communications, economics, human resources, finance, operations, and general management roles are some of the most applicable.

Students are able to apply what they learn directly to the workplace and gain knowledge and competencies that are highly useful to employers. This is perhaps why, as Fortune reported in 2014, the MBA became the most popular postgraduate degree in the United States.

While the specific types of coursework you will complete depends on the program you choose, general MBA coursework is designed to provide advanced training in core business processes. Though many students have completed similar courses as part of their undergraduate business degree, MBA programs teach concepts from a high-level perspective that emphasizes management and real-world application.

Once core coursework is completed, many MBA programs allow students to choose elective courses or specializations to focus their coursework in a specific area that is beneficial to their future career goals.

Health Care MBA

With the advent of health care technology and the rapid change taking place in the industry, skill sets related to health care management are in high demand. In fact, the Bureau of Labor Statistics (BLS) reports that employment in health care occupations is expected to grow by about 1.9 million new jobs from 2018 to 2028 — more than most other occupations.

Harvard’s Richard M.J.Bohmer, M.D., points out that many of the most important competencies in the modern health care system focus on management and innovation. Earning an MBA focused on health care management gives graduates the knowledge to excel in this rapidly changing industry.

In most health care management MBA programs, students learn skills that prepare them for leadership careers in health care facilities, such as supervising operations for health care systems or a specific hospital. The curriculum explores the role of core business skills in the U.S. health care system.

Another important component of health care management MBA programs is studying the function of insurance companies and physicians in patient care delivery. Understanding the intersection of these elements is essential to the successful running of health care facilities. Generally, programs focus on a combination of typical MBA coursework and topics specifically related to health care. Especially for students who studied business in their undergraduate education, health care MBA programs provide an ideal opportunity to develop stronger health care credentials to transition into the field.

For students interested in management positions in the health care field or further graduate study related to health care management, earning a specialized MBA is an ideal way to prepare for success.

Careers for MBA Graduates

The following career paths are particularly well-suited to MBA graduates. They require the skill sets and competencies that are learned as part of MBA degree coursework.

Leadership Careers in Business

According to the BLS, employment in business and financial occupations is expected to grow 7 percent through 2028, a rate that is faster than the national average. The median annual wage for management occupations is $104,240.

This data makes the following careers some of the most financially rewarding and in-demand for MBA graduates. It is important to note that all salary and growth information is dependent on variables like experience, location, and setting.

Chief Financial Officer

As executives, chief financial officers (CFOs) are responsible for managing the financial operations of a company. CFOs lead finance teams and ensure that they meet the organization’s requirements as well as complying with all laws and regulations. CFOs may be responsible for putting together budgets.

The average salary for these professionals is $133,117, according to PayScale, and the BLS reports a 6 percent growth rate for top executives.

Business Development Manager

Business development managers ensure that employees receive adequate training for their positions, as well as overseeing skill development efforts on behalf of the company. They may create educational materials and teach relevant skills so that managers can pass on information to their direct reports.

The average salary for business development managers, also known as training and development managers, is $111,340. Professionals in this role can expect to see 8 percent growth through 2028, the BLS says.

Marketing Director

Marketing directors “work with department heads or other staff to discuss topics such as budgets and contracts, marketing plans, and the selection of advertising media,” along with maintaining positive client relationships, according to the BLS. They earn a median annual salary of $132,620. In terms of growth, the BLS reports that advertising, promotions, and marketing management roles will grow 8 percent through 2028.

Financial Controller

Also known as comptrollers, financial controllers manage the various financial departments of a company, including accounting, audits, and more. They create reports that analyze an organization’s financial health and performance, along with maintaining good standing with regulatory agencies.

PayScale reports that financial controllers earn $83,062 per year. While the BLS doesn’t offer outlook information specific for controllers, it notes that a similar occupation, financial managers, can expect 16 percent growth through 2028.

Sales Director

Sales directors are responsible for overseeing a company’s sales teams. They “set goals, analyze data, and develop training programs for organizations’ sales representatives,” the BLS says. Sales directors analyze sales statistics and develop plans to gain customers, in addition to setting quotas. According to the BLS, sales directors earn about $124,220 per year, and this field is expected to grow 5 percent through 2028.

IT Director

Also known as computer and information systems managers, IT directors “plan, coordinate, and direct computer-related activities in an organization,” according to the BLS. They are responsible for understanding the technology needs of a company and creating goals around the adoption of new computer systems. The average salary for IT directors is $142,530 per year, and this role is expected to grow much faster than the national average at 11 percent.

Leadership Careers in Health Care Management

The BLS reports that employment in health care occupations is expected to grow 14 percent through 2028. This rate is much faster than the national average for all occupations. Such impressive growth is due to an aging population and federal health insurance reform, among other factors. As people have increased access to health care services, demand for trained leaders in the field is increasing.

The median annual salary for medical and health services managers, the category BLS considers relevant to most management-level health care careers, is $99,730. The job outlook for these careers is strong, with a reported growth rate of 18 percent through 2028. High demand and impressive salaries make earning a health care management MBA a smart move for students. The following careers provide the highest earning potential and job growth for qualified candidates.

Hospital Administrator

Hospital administrators are responsible for overseeing the operations of hospitals. This can include working with the press and community, coordinating various departments to meet hospital-wide goals, supervising staff, and more. Hospital administrators can also carry out human resources duties, such as hiring. According to PayScale, hospital administrators earn an average of $86,377 per year.

Pharmaceutical Project Manager

Project managers in the pharmaceuticals industry are in charge of “overseeing new products and/or new iterations of existing products within their company,” PayScale says. They create reports and manage timelines for various product releases, working closely with clients to ensure that their needs are met.

The average annual salary for pharmaceutical project managers is $92,772. Though there is no specific listing for this role, the BLS reports that similar management occupations will see a growth rate of 7 percent through 2028.

Medical Practice Manager

Medical practice managers ensure the successful functioning of medical facilities such as private physician offices, hospitals, clinics, and more. They schedule patient appointments, make sure records are up to date, and manage other office staff. The average salary for medical practice managers is $60,517.

Health Informatics Manager

These professionals are responsible for all the coding and medical records personnel within a medical facility. Health informatics managers oversee compliance, ensuring that the facility follows all laws and regulations. They “should be capable of implementing new technologies to increase productivity and workflow,” PayScale says. The average salary for health information managers is $71,162.

Health Care Consultant

Health care consultants usually work for large health care organizations and work with clients to identify areas for improvement and possible solutions to existing problems. This might include “observing and talking with employees and managers, writing reports, and conducting meetings with clients,” PayScale says.

Other responsibilities include creating effective systems and procedures and conducting evaluations. According to PayScale, the average salary for health care consultants is $77,362. A similar BLS category, management analysts, is expected to grow 14 percent through 2028.

MBA Skill Sets

For all the careers featured in this guide, there are certain skill sets that make candidates stand out from the competition. While many of those skills are directly tied to the business world, others are “soft” skills that help professionals succeed. Through a combination of core business coursework and the skills learned along the way, MBA programs prepare graduates for ongoing career success.

Employers and recruiters view the following skills as the most valuable and sought-after in potential hires. According to Inside Higher Ed, “Employers are looking for leaders who can work as part of a team and communicate effectively.” The skills below reflect both the needs of employers and key components of MBA coursework.

Interpersonal Communication

According to a GMAT survey of employers, communication skills are among the most in-demand for new hires. “Communications, teamwork, and interpersonal skills are critical—everything we do involves working with other people,” one employer said. Because MBA programs require students to work with other professionals to complete coursework, they help foster the communication skills you need for success.

Leadership

Successful managers and others in advanced positions need to be able to lead their employees while motivating them to perform at a high level. “A good leader will inspire those who work with them and around them, make them feel valued, and give the whole undertaking a sense of direction,” Top MBA says. MBA coursework helps give students the confidence and experience to lead.

Decision-Making

Being able to think strategically and make tough decisions is one of the core skills business leaders need. A main benefit of earning an MBA is that it prepares you to “move from a functional role to a ‘big picture’ one,” Top MBA says. Completing the advanced coursework required in MBA programs prepares students to be forward-thinking and innovative.

Project Management

Project management skills enable business professionals to manage a team and execute projects effectively. Being able to navigate complex projects is a cornerstone of leadership and can make the difference between failure and success. Coursework in strategic management and related topics provides students with these skills and more.

Technology Management

Because technology is such a driving force in the business world, many leadership positions are only attainable with an MBA. Understanding the connection between business and technology is one of the best ways to advance in your career.

Finance and Economics

Among the most important “hard skills” that MBA programs teach are finance and economics. A global understanding of core economic topics and financial approaches shows employers that you are ready for the challenges of modern industries.

Information Analytics

This skill set is quickly emerging as a key component of success for many business professionals. Information analytics can increase productivity and drive businesses, helping them to stay competitive. Information analytics use “large amounts of data to uncover hidden patterns, correlations, and other insights,” according to SAS. Utilizing this skill set helps businesses understand consumer behavior, so MBA graduates who have a grasp of these approaches provide in-demand competencies to employers.

Data Analytics (Health Care Informatics)

Data analytics in a health care setting describes “the interdisciplinary study of the design, development, adoption, and application of IT-based innovations in healthcare services delivery, management, and planning,” according to the Healthcare Information and Management Systems Society.

Understanding these systems gives professionals an advantage as technology plays a more and more central role in health care delivery. MBA programs that teach this skill set prepare students for some of the most in-demand careers in the country, like those featured above.

Skills like these help MBA graduates stand out among the competition and leverage their degree for ongoing career success. While specific coursework varies by program, the hard and soft skills covered here can typically be learned through advanced business coursework.

About Concordia University, St. Paul

Concordia University, St. Paul is a private, regionally accredited university. It was founded in 1893 as a Christian liberal arts university dedicated to providing students with skills to prepare them for successful careers. The faculty and staff at Concordia have remained focused on that mission by providing both online and on-campus degree programs.

Master of Business Administration

Concordia’s online MBA program uses cross-curriculum education activities to help students become experts in their chosen industry. The knowledge and practical experience gained give students the confidence they need to succeed in their professional setting. The program explores business trends and how they affect the current business environment.

MBA in Health Care Management

The online MBA in Health Care Management gives students the knowledge and skills to make an impact in the modern health care industry. Students learn about the intersection of business and health care through coursework that combines traditional MBA topics such as accounting and finance with specialized health care coursework in bioethics, health care informatics, quality practices, and more.

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Social media is a valuable business tool for reaching new customers, increasing sales, and building brand awareness. By developing practical social media strategies, companies can improve their bottom line while creating a community of engaged consumers. Here are the top benefits of social media for business, along with methods for making tactics successful.

Sustained Growth of Social Media Engagement

Social media engagement is continuing to grow, as an estimate shows that more than 3 billion people will use platforms each month in 2021. In 2017, Facebook alone had 2 billion monthly users. These statistics illustrate the benefits of social media for business — and provide motivation for companies to bring Facebook, Instagram, Twitter, and YouTube into their media strategy.

By maintaining an active presence on popular social media sites, your business can enhance consumer relations and foster product research to help people make informed purchasing decisions. These platforms also provide a seamless way to monitor customer feedback and conversations. As a result, you can leverage social engagement to keep customers informed, accelerate sales, and boost profits.

Tips for Using Social Media for Business

Follow these tips to use social media to reach motivated shoppers, build a loyal following, and illustrate your brand’s story.

Deploy Targeted Advertising

One of the key benefits of social media for businesses is the ability funnel consumers to e-commerce stores. Most social platforms offer options for creating targeted ads, including Facebook, Instagram, Twitter, Snapchat, Pinterest, and LinkedIn. Be sure to develop ad campaigns to provide people with the right content and offer. This way, social media users will not only discover your page, but they may become your customers.

To build a successful targeted advertising campaign on social media, you must determine which platform will perform the best for you organically. The more followers you have on a platform, the better chance you will have of achieving organic engagement. For example, if you have a much larger following on Instagram than on Twitter, creating an Instagram campaign will likely produce better results.

Also, consider the demographics of social media users to gauge whether they will become your customers. If your brand sells quilting supplies, conduct consumer research to find the best audience for your products. This process could show that you can generate more sales by marketing on Pinterest than other social platforms.

Engage With Your Audience

Many social media users would rather watch a short video than read a lengthy post. So, it’s essential to incorporate video content across your social media pages. Content ideas include offering a behind-the-scenes look at how you make your products and a live feed of your business at a trade show. While simple, these activities can attract people to your accounts and help you gain followers.

Before you develop videos, consider the types of content that your ideal consumers will find engaging. All content should also fit within your brand identity, using humor or emotion in ways that match the image you want to project. When executed well, this content can foster social conversations that result in a spike in likes, retweets, and followers.

Additionally, social media should be, in fact, social. After all, one of the central benefits of social media for business is having the opportunity to interact with customers directly. As a social media marketer, you should respond to user comments and questions. Creating this relationship with your followers can increase brand loyalty, trust, and awareness, not to mention sales.

Tell Your Brand Story

Audiences value compelling storytelling. By telling your brand story on social media, your business can stand out among the competition. It’s important to humanize your story, as people would rather connect with other people instead of companies, according to the social engagement company Post Planner. That’s why stories should center on the people behind your brand. But be sure this content reflects your mission and values.

You can also craft brief narratives in your social media updates. By telling micro-stories that show how a problem is resolved, your audience may relate to the content on a deeper level, which could generate more likes, comments, and shares. As more people engage with the content, it can appear in more feeds and expand your brand awareness even further.

Work With Influencers

A Tomoson survey found that influencer marketing is the fastest-growing channel for gaining customers. That same survey found that 22% of marketers consider influencer marketing to be the most cost-effective method of customer acquisition.

As the role of influencers in marketing has increased, more companies have begun collaborating with them. If your brand works with an influencer who has a large following within your niche, you could expand your consumer reach tremendously. As shown by a CivicScience study, 34% of Instagram users purchased a product based on the recommendation of an influencer or blogger. This buying behavior may stem from a willingness of influencers to engage with their social media followers.

Learn How to Use Social Media for Business

As these strategies show, there are many benefits of social media for businesses. Using social media strategically is one of the most cost-effective ways to build brand awareness and boost sales. But social media is one of many channels that marketers leverage. Now, you can gain the skills and knowledge to connect with customers when you earn an online B.S. in Marketing.

At Concordia University, St. Paul, you will gain marketing expertise in social media and more engaging channels. The program defines core business principles, along with marketing tools and best practices. You will experience a convenient online format that allows you to complete coursework when and where works best for you.

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Human Resources (HR) is an in-demand, potentially lucrative, and dynamic field that offers many positions, responsibilities, and opportunities to truly impact people’s lives.

HR Career Path & Job Responsibilities

The size and structure of a company can create several different job titles and a wide range of responsibilities for HR positions. Here are some of the most common HR careers, using real-time salary information from PayScale at the time of publication.

What is Human Resources?

Human resources (HR) is a function in organizations designed to maximize employee performance in relation to the employer’s strategic objectives. The field is a strategic and coherent approach to managing an organization’s most valued assets—the people who work there.

According to the European Journal of Business and Management, the roots of HR can be traced to prehistoric times, when consistent methods for selecting tribal leaders involved safety and health considerations. From 2000 to 1500 B.C., the Chinese used employee screening techniques, and the Greeks used an apprentice system to select and train individuals for jobs.

The beginnings of modern HR developed in the 1700s when the Industrial Revolution took place. Large factories replaced cottage industries, creating an influx of immigrant workers. That helped create sizable workforce populations that contributed to themes like personnel functions for keeping worker records and the rise of middle-level supervisors. Power-driven equipment and improved production systems allowed products to be manufactured more cheaply than before, resulting in monotonous, unhealthy, and hazardous jobs. A clear division between management and the working class led to trade unions that fought for workers’ rights.

In the early 1900s, governments in the United States and the United Kingdom became involved in work systems. They passed laws regulating work for women and children, establishing minimum wages for male labor, and protecting workers from hazardous working conditions. Management theorists began examining the nature of work and work systems, drawing on current psychological and sociological research.

Those theories and research led to today’s HR practices. From the mid-1900s to the present day, several factors and themes emerged—such as collective bargaining and employment laws, computerization, employee benefits, automation, and globalization—forming the current state of HR.

Why is Human Resources a Good Career Path?

HR presents a compelling case as a top career path choice. HR entry-level jobs typically start at $40,000 to $50,000, with high-level titles nearing and exceeding the six-digit mark. The job outlook is attractive, as well. Despite the integration of technology that can automate some low-level HR functions, the Bureau of Labor Statistics reports that the employment of HR specialists is projected to grow 10% through 2028, and HR managers by 9% over the same period.

HR truly shines as a career path when considering its intangibles; HR professionals have a tangible impact on workers. These professionals meet fundamental needs, from finding top talent and training new hires to solving organizational issues. A well- or poorly-run HR department can make or break a company.

The “human” part of HR is not to be underestimated. HR workers interact with an organization’s employees to help them sort out issues with managers, receive benefits for a new child, and progress their careers so they can experience occupational growth and better provide for their families. Whether entry-level or advanced, plenty of HR positions involve these sorts of scenarios, and no two days are the same.

It’s also important to note the sheer variety of positions in this field, as the next section will cover. There are general HR roles, titles involving specialization (benefits or training), and managerial- and executive-level jobs. HR is one field that includes several types of professionals with different skills and job descriptions.

Why is HR such a great career choice? The statistics and research demonstrate why companies absolutely need a strong HR department with skilled, caring professionals.

According to Gallup, only 20% of employees worldwide are engaged in their jobs. Another survey found that 32% of workers ages 18 to 35 said they could see themselves leaving their position within a year. One way to prevent employee turnover is by hiring the right people. The Harvard Business Review estimated that as much as 80% of turnover is due to bad hiring decisions.

The results of ineffective hiring are costly. Research from the Society for Human Resource Management suggests that direct replacement costs can reach 50 to 60% of an employee’s annual salary, with total costs ranging from 90 to 200 percent of the annual wage. Arguably, the costs can add up even more, as high turnover rates can impact overall employee morale and productivity. On the other hand, happiness at work can lead to a 13% spike in productivity, according to research from Oxford University’s Saïd Business School. Companies that invest in employee support and satisfaction can enhance happiness; Google’s employee satisfaction rates rose 37% as a result of those initiatives.

Skilled HR professionals are needed to reverse the alarming trends surrounding employee engagement and turnover.

Start or Enhance Your HR Career

Concordia, St. Paul’s online Bachelor of Science in Human Resource Management and online Master of Arts in Human Resource Management can help you achieve your goals in this desirable career field. Enjoy small class sizes with a personal learning environment geared toward your success, where you’ll learn from knowledgeable faculty who have industry experience. Get started with CSP today.

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There are many important factors to consider when choosing which bachelor’s degree in business to pursue. Both are four-year undergraduate degrees, preparing you to pursue a Master of Business Administration in the future. Deciding between a Bachelor of Arts and a Bachelor of Science comes down to how you want to study business; the choice significantly impacts your college experience.

Difference Between B.A. vs. B.S.

The main difference between a B.A. and a B.S. is the focus of the coursework required to graduate. Many times, those with a B.A. in Business refer to their emphasis in college as having been on “soft skills” because they have taken liberal arts courses. Graduates who earned a B.S. in Business say they concentrated more on technical skills. They have received a focused education with an emphasis on math and science. Here are more differences between the two degrees.

What is a Bachelor of Arts in Business?

It is assumed that people with a B.A. in Business have a more expansive education. In addition to standard business courses, you will take classes in history, social sciences, literature, and humanities to complete the requirements for the degree. The result is a more well-rounded education that includes more elective courses or a minor. U.S. News & World Report states, “A B.A. degree is reflective of the liberal arts tradition guiding many colleges.”

What is a Bachelor of Science in Business?

If you pursue a B.S. in Business, you are expected to master technical skills and will find that your studies are more focused on math, science, and statistics. You will explore finance, economics, and entrepreneurship through the more specialized program. Since a Bachelor of Science program primarily focuses on the major, there aren’t as many opportunities to study courses outside of the major.

Which Bachelor’s Degree Should You Choose?

From an academic perspective, both degrees hold value. Each one sharpens particular skills, so when you decide which to pursue, you should consider their strengths. For example, strong writers, communicators, and those who want to take a variety of classes would do well to pursue a B.A. in Business. On the other hand, those who enjoy math and science and tend to be more technical and analytical will probably find a B.S. program to be the better path. To make an informed decision, you should look at the program’s curriculum before deciding which type of program to take.

CSP Global offers an online business administration degree to enhance your career prospects. Through the program, you will study core business principles while focusing on international perspectives, ethics, and environmental sustainability. Our program allows you to complete your coursework when it’s most convenient as you learn from faculty with years of business experience.

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In the constantly changing world of digital marketing, it can be difficult to keep pace with the latest best practices and techniques, especially when it comes to social media. Trends emerge and disappear quickly, and it is challenging to keep readers engaged in content. Now more than ever, writing for social media is a vital part of a successful marketing strategy.

Though not all marketers feel confident in their written communication skills, crafting meaningful, effective content is possible with a strong set of guidelines. These techniques will help ensure maximum social media engagement, regardless of channel. While there are various limitations and best practices unique to each social media platform, certain general strategies apply to all channels when writing for social media.

Why Social Media Writing Matters

In short, everything your business posts on social media becomes part of your brand. Because of this, badly written or non-optimized content reflects poorly on your business as a whole. Having a solid social media presence is key for marketing success. For these reasons and more, writing effectively for social media should be the goal of every marketing team. 

Writing for Social Media

The following are some basic ways to improve your team’s social media writing and create a more effective strategy moving forward.

Create and Apply Brand Standards

One of the most important first steps in writing for social media is creating brand standards and applying them to the content you create. A social media checklist like the one Buffer put together can be helpful as well. To ensure that your social media presence is consistent with your brand’s image as a whole, develop a simple style guide (a manual or template to ensure that multiple communications consistently enact the brand’s characteristics). According to CoSchedule, it should include key elements such as:

• Mission statement: This should outline what you hope to accomplish through your social media strategy. Why is social media part of your overall marketing plan?
• Audience: Pinpoint who your core audience members are and what they are looking for from social media content. Answer the question, “Who are you writing for?”
• Brand voice: Describe your social media voice. Will your posts be casual? Professional?
• Tone: This will help you determine what types of content to post. Do you aim to be helpful, authoritative, humorous?
• Branding: Determine any important brand elements, such as spellings, abbreviations, proprietary information, and more.
• Message: Put together guidelines concerning which types of messaging you will post on specific platforms such as Twitter, LinkedIn, and Facebook.

Maintain Consistency Between Posts and Web Content

An often-overlooked element in writing for social media is maintaining consistency across content. Your social media posts and destination pages should follow the same branding. CoSchedule says, “If your post is linking to an external page, then your post messaging needs to match your landing page messaging. In short, your social media content needs to follow through on the promises your posts make.”

Create Shareable Posts

The best writing in the world is irrelevant if what you post is not shareable. Social Media Today states that “Even if your content is amazing, if you do not make the posts easy to read, clean, and organized, you will lose out on many potential social shares.” The article suggests writing short, inviting content, using a variety of formatting, and incorporating visuals where appropriate. Arguably the most important way to increase shareability is being mobile friendly. Your content has to be easily viewed and shared on either mobile or web. In addition, write headlines that grab users’ attention so that they want to pass along what they read to others, but be careful not to generate clickbait, which could ruin trust and credibility with your audience.

Another way to make your content shareable is to utilize “share” button options and links. Most social media platforms have share buttons built in, but this tactic is particularly crucial for longer content that you hope will be shared on social media. At the bottom of all your blog posts and webpages, include buttons to easily share the content on various social media platforms.

Adding hashtags and images is helpful as well. Images are the “No. 1 most important factor in optimal social media content,” according to Buffer, and hashtags can help make your content visible and searchable for both your followers and other social media users.

Put the Audience First

Finally, make sure you understand your target audience members. What terminology do they use? Are you speaking their language? If you struggle with questions like these, it is helpful to create a survey so that you have a clear idea of who you are writing for. CoSchedule suggests putting together a social media persona, which involves “creating a character description of your average target audience member.”

Once you understand your typical audience, you can identify what types of content work best. For example, does your audience respond well to humorous videos, or are they more interested in links to longer blog posts and polls? The more detailed your social media persona is, the more likely it is that you will be able to craft optimized content.

Getting Started

Modern social media strategy is complex, but it boils down to a simple formula: understand your audience members, and write for them. If you can apply best practices like the ones covered here to your social media writing, you can craft meaningful content that connects with your audience.

Creating optimized social media content is one of the foundations of modern marketing strategy. If you are interested in topics like these that are relevant to the marketing industry, consider Concordia University, St. Paul’s online marketing degree program.

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Millennials are the largest generation in the U.S. labor force, according to a Pew Research Center analysis of U.S. Census Bureau data. Thirty-five percent of the American labor force participants are millennials, who are defined as those born between 1981 and 1996.

Consistently, it seems, millennials have received criticism. One of the most famous instances was in 2013, when culture writer Joel Stein claimed millennials to be “lazy, entitled, selfish and shallow” in a Time column called “Millennials: The Me Me Me Generation.” The Atlantic quickly responded by pointing out how every generation has attracted that type of label.

The Time cover story was largely sociological in nature, but it attempted to link such claims to the workplace. That trend has carried over into several myths and misconceptions about the millennial workforce that continue to influence popular opinion.

Common Misconceptions About Millennials in the Workplace

Plenty of myths surround millennials in the workplace. Some common misconceptions are considered in the following sections.

“They’re More Likely to Leave”

Do millennials tend to bolt their employers for a better job situation? A Gallup poll found that 21% of millennials have changed jobs within the past year, which is more than three times the number of those who have done the same and aren’t millennials. The poll also found that millennials don’t picture themselves working for the same company for long. In fact, only half of them believed that they would be employed at the same company for the next year.

To add to this, the Bureau of Labor Statistics revealed that in 2018, the median tenure for employees was 4.2 years. For employees between the ages of 25 and 34, the median tenure was 2.8 years, while those aged 55 to 64 had a median tenure of 10.1 years.

However, a report from Pew Research turned the myth around on the previous generation. The report found that millennials stay with their employers longer than Generation X (born between 1965 and 1980) workers did at the same ages. The conclusion was that millennials are staying with their early-career employers longer.

“They Lack a Strong Work Ethic”

A 2011 poll of 637 working Americans found that many people think millennials aren’t hard workers. 77 percent of respondents believed the generation has a different attitude toward workplace responsibility, while 68 percent said millennials are less motivated to take on responsibility and produce quality work.

A meta-analysis published in the Journal of Business and Psychology, however, found no difference in the work ethics of different generations. The analysis used 77 studies and 105 measures of work ethic to examine differences of generational cohorts. Although baby boomers (born between 1946 and 1964) are commonly referred to as having a higher work ethic than Generation X and millennials, there is no truth to that notion.

More Myths and Misconceptions

IBM conducted a multigenerational study of employees in 12 countries to explore various myths about millennials in the workplace. The analysis resulted in five primary myths.

• “Millennials’ career goals and expectations are different from those of older generations.” Similar career aspirations exist between millennials and other generations. Millennials, Generation X, and baby boomers are all close in terms of wanting to make a positive impact on an organization, help solve social and environmental challenges, and work with a diverse group of people.
• “Millennials want constant acclaim and think everyone on the team should get a trophy.” Millennials have described their perfect boss as someone who’s ethical, fair, and transparent. Those qualities are more important than one who recognizes their accomplishments.
• “Millennials are digital addicts who want to do and share everything online, without regard for personal or professional boundaries.” While adept at interacting online, millennials prefer face-to-face contact when learning new skills at work. They’re also more likely to draw a firm line between personal and social media networks than other generations.
• “Millennials, unlike their older colleagues, can’t make a decision without first inviting everyone to weigh in.” Generation X (64 percent) workers are more likely to solicit a variety of opinions before making decisions than millennials (56 percent) or baby boomers (49 percent).
• “Millennials are more likely to jump ship if a job doesn’t fulfill their passions.” Employees of each generation share the same reasons for changing jobs. The top reason is more money and a more creative workplace.

Advantages of a Millennial Workforce

The White House report argued that millennials are better equipped to overcome work-related challenges than any other generation. “They are skilled with technology, determined, diverse, and more educated than any previous generation,” it added.

What separates millennials from other generations? They’re the first wave of digital natives, according to IBM, and organizations need this digital capital. Companies should embrace millennials and create work environments where top talent can flourish. This is important not just for millennials but for all workers. After all, working environments are becoming more virtual and diverse.

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Based on a survey from the American Institute of Stress, “80% of workers feel stress on the job, nearly half say they need help in learning how to manage stress and 42% say their coworkers need such help.” In fact, job stress tends to rank as a higher stressor than the economy, family responsibilities, and even personal health concerns. Other studies report similar findings: Forbes reports that “overall employee stress levels have risen nearly 20% in three decades.” According to the Center for Workplace Mental Health, “Excessive workplace stress causes a staggering 120,000 deaths and results in nearly $190 billion in health care costs each year.”

It is clear that work-related stress affects a large number of Americans, but why? The answer may lie in social change. The Centers for Disease Control and Prevention (CDC) notes that the nature of work is changing at a rapid pace: Employees are expected to work long hours, and in lean economic times, to do so for less pay. The results of this environment include fear, uncertainty, and of course, stress. Stress is the result of emotional, physical, social, economic, or other factors that require a response to change. Workplace stress, then, refers to the harmful responses that occur when the requirements of the job do not match the capabilities, resources, or needs of the employee.

Job stress should not be confused with challenge, which motivates the employee to learn and master new skills. Challenge is an important aspect of productive work, and some stress is okay. When stress occurs rapidly and in large amounts, mental and physical health can be negatively affected. The ability of employees to deal with job stress can determine their success or failure in a role. Fortunately, as more research is completed, employers and leadership have a greater understanding of job stress and how to prevent it. For employees, finding ways to manage stress in the workplace is key.

Causes of Stress at Work

Workplace stress, as defined by the Canadian Centre for Occupational Health and Safety, can have various origins or come from just one aspect of a worker’s responsibilities. Its effects are far-reaching: Workplace stress can affect both employers and their employees. The economy is currently on the upswing, but job security was uncertain in not-so-distant years. Downsizing, layoffs, mergers, and bankruptcies occur in industries and companies of all types; this means big changes for workers. Even when job loss does not occur, employees may face increased responsibility, higher production demands, fewer benefits, pay cuts, and more. In general, this creates an environment of stress around the office. Some of the causes of stress at work identified by the CDC and APA include the following:

• Low morale: When morale is low, workers often feel powerless. This, in turn, makes them complacent, and productivity suffers. Some of the most stressful jobs include secretary, waiter, middle manager, police officer, and editor. These occupations are all marked by the service aspect of responsibilities: These professionals must respond to the demands and timelines of others with little control over events. Common to these types of careers are feelings of too little authority, unfair labor practices, and inadequate job descriptions.
• Management style: Another factor in stressful work situations is management style. When a workplace has poor communication and employees are not included in decision-making processes, workers do not feel supported by their coworkers and employers. In addition, a lack of family-friendly policies can lead to increased stress due to effects on work-life balance.
• Job responsibilities: How tasks are assigned and carried out is a big contributor to workplace stress. This includes heavy workload, infrequent breaks, long hours and shifts, unnecessary routine tasks, ignoring workers’ skills, and more. When job expectations are uncertain or conflicting, employees feel they have too much responsibility and too many “hats to wear.”
• Career concerns: Another factor in workplace stress is career concerns such as job insecurity or lack of advancement opportunities. Rapid changes with little or no learning curve are also identified by the CDC as problematic.
• Traumatic events: While not ideal, it is true that some jobs are more dangerous than others. Many criminal justice professionals, firefighters, first responders, and military personnel experience stressful situations and personal risk every day. Occasionally, this can cause ordinary responsibilities to become difficult. For that reason, positions such as those listed above are particularly stressful.
• Work environment: Most of the previous causes of workplace stress are emotional; however, a subpar work environment can create physical stress as well. Whether this is related to noise, lack of privacy, poor temperature control, or inadequate facilities, work setting is critical in lowering workplace stress.

Work Stress Symptoms

Although it is easy to pinpoint the causes of stress in life, it is not as simple to narrow down the effects. Understanding what stress is lets us see how it can negatively affect both the mental and physical health of employees. According to the CDC, stress “sets off an alarm” in the brain that prepares the body to defend against the stressor. The nervous system is put on alert, and hormones are released that sharpen senses, increase pulse, deepen respiration, and tense muscles. This is commonly referred to as the “fight or flight” response. It is biologically programmed, which means humans have little or no control over it. When stressful situations are ongoing or unresolved, this response is constantly activated, causing wear and tear on different biological systems. Eventually, fatigue occurs and the immune system is weakened. This increases the risk of disease or injury.

In recent decades, researchers have studied the relationship between job stress and physical illness. Examples include sleep disturbances, upset stomach, and headache, as well as compromised relationships with family and friends. Other symptoms include:

• Headaches
• High blood pressure
• Indigestion
• Insomnia
• Irritability
• Depression
• Short attention span
• Loss of appetite
• Procrastination
• Increased use of alcohol and drugs
• Poor job performance

These signs are easy to recognize, but the effects of stress on chronic diseases are less obvious because these ailments develop over time and can be caused by many different factors. However, data is beginning to show that stress plays an important role in many common but serious health problems. According to the CDC, health care costs are nearly 50% higher for workers who report high levels of stress. The following are some of the long-term negative effects of stress, listed by the CDC:

• Cardiovascular disease: Psychologically demanding jobs that give employers little control over work processes increase the risk of cardiovascular disease, according to the Encyclopedia of Occupational Health and Safety.
• Musculoskeletal disorders: It is believed that stress increases the risk of back and upper-extremity musculoskeletal disorders.
• Psychological disorders: Several studies suggest that differences in mental health problems for various occupations are due to differences in job stress levels. Such problems include depression and burnout.
• Workplace injury: There is also a concern that stressful working conditions can interfere with safety practices and increase the risk of injury at work.
• Suicide, cancer, ulcers, and immune function: Some studies suggest that there is a relationship between workplace stress and these health problems, but more research is needed to draw firm conclusions.

Solutions for Managing Workplace Stressors

Some employers and employees assume that high levels of workplace stress are normal, or that pressure to perform is the only way to stay productive and profitable. However, research tends to challenge these assumptions. The CDC points to studies that show “stressful working conditions are actually associated with increased absenteeism, tardiness, and intentions by workers to quit their jobs—all of which have a negative effect on the bottom line.” In addition, the CDC cites data from the Bureau of Labor Statistics: “Workers who must take time off work because of stress, anxiety, or a related disorder will be off the job for about 20 days.” A healthy workplace is defined as one that has low rates of illness, injury, and disability in its workforce while remaining competitive in the marketplace. Some characteristics of such organizations include:

• Recognition of employees for good work performance.
• Opportunities for career development.
• An organizational culture that values the individual worker.
• Management actions that are consistent with organizational values.

There are actions that reduce job stress as well. Stress management training and employee assistance programs (EAP) can improve workers’ ability to deal with difficult work situations through understanding the sources of stress, the effects of stress on health, and strategies to eliminate stressors. Such strategies might include time management or relaxation exercises. This type of training may quickly decrease stress symptoms such as anxiety and insomnia. It is also a relatively inexpensive and simple way to address the problem. Another way to mitigate workplace stress is by hiring a consultant who can recommend ways to improve the work environment. This is a direct way to reduce stressors at work and involves identifying stressful factors and then reducing them as much as possible. It can also change work routines for the better, increasing productivity.

Other leadership strategies that can prevent job stress include:

• Ensuring that workload is aligned with employee capabilities and resources.
• Designing jobs that provide meaning and opportunities for workers to succeed.
• Clearly defining roles and responsibilities.
• Providing opportunities for professional development and participation in decision-making.
• Improving communication concerning the overall health of the company.
• Providing opportunities for social interaction among workers.
• Establishing schedules that make sense for demands and responsibilities outside of work (work-life balance).

These efforts may vary due to the size and complexity of the organization, along with available resources and the specific stress-related problems in the workplace.

Employees also have the ability to maintain good mental health and reduce stress in their own lives. HelpGuide shows that there are many ways to do this, such as learning to relax, taking short breaks throughout the day, prioritizing, managing time well, and communicating effectively with coworkers. Lifestyle changes such as increasing exercise and making healthy food choices are other ways that employees can decrease stress, as these good habits will carry over into the workplace. Though job stress will never be completely eliminated, strategies like these are effective in reducing its occurrence and improving the productivity and morale of employees in all types of organizations.

Learn how to successfully manage stressors and develop a highly functioning workplace with an online business degree or an online HR degree from Concordia University, St. Paul. We offer undergraduate and graduate degrees in business, psychology, organizational leadership and more. Discover what a flexible, valuable degree from CSP can mean for your career.