February 2009: In this issue...

"Where's the Bright Side During a Recession?" You May Be Asking.

By Ron Torch, CEO & Chief Marketing Officer - Torch Group Inc.

You're working longer hours because your company had to reduce staff, and you've hardly seen your family and friends. And those remaining are on edge about whether they'll be next. Take heart. We have experienced tough economic times before and weathered the storm by adjusting to market conditions. We know it's cyclical. The best thing to do now is ensure you're on track for the turnaround - which will happen sure as spring always follows winter.

Keep your ship righted by maintaining business health during this recession. There are several things employers can do to streamline resources and prepare themselves for the economic rebound.

4 Steps to Stay Strong During This Recession

Step 1: Have the Courage to Hire
You don't want to be out for the count when the economy rebounds. If you have to trim down your staff...do it strategically. Hold on to your keepers - employees with excellent people skills, great attitude, the ability to pick up slack and multi-task. This is also a terrific opportunity to re-evaluate your needs and make key new hires. Today, there is marketing, sales, business development and communications talent in the marketplace that otherwise would not be available.

Step 2: Sell Value To Your Customers
The most effective ways to maintain a sturdy pipeline of business during an economic downturn are to 1) offer cost savings, and/or 2) add value to your services. These types of incentives on your existing products and services may reduce your profit margin, but will keep cash flowing and keep your business top-of-mind with your existing clients. Consumers tend to stick to brands they're already familiar with when money is tight. And they'll be more likely to increase business with you once they themselves get through the recession.

Step 3: Consider Consultants To Maintain Your Marketing Activity
If you've already lost staff or your company has a hiring freeze, consider utilizing a contractor, freelancer or consultant. Today, there are a significant number of highly-qualified, specialized consultants who can immediately assist your organization, and help prioritize and tackle current and future projects. Staffing firms can help you identify these consultants, as well as freelancers and contractors who can help with the tactical execution of your projects and excess workload.

Step 4: Build Your Brand As An Employer
Now, more than ever, it's important to develop your Employer Brand. With each pink slip, remaining employees feel more stressed and frightened. How you and your company handle these difficult times will speak well or ill of your Employer Brand in the future. The most important things a good employer can do during good and bad times are 1) be honest with employees and maintain open lines of communication with staff, and 2) consider using a Career Transition/Outplacement Service to soften the landing of downsized employees. Remaining staff will take note of how employers treat their workforce, including during tough times. If your company establishes trust, honesty and good faith, those who leave and those who remain will appreciate the efforts and your employer brand equity will be strengthened.

Sensible Options for Tougher Days

What if 5, or even 10, percent or more of your staff has been cut? How do you get the work done? How do you plan to maintain corporate health once the recession is in your rear view mirror? How will you quickly hire marketing talent once the economy starts to grow and everyone else is competing for the same talent?

As mentioned earlier, there are some very smart, talented people offering their expertise as contractors and consultants right now. Use consultants wisely and you will not only be stronger, but you will also be in a position to "go for the gold." Good consultants can immediately ramp up, become an advisory and hands-on member of your executive team, and work with you to accomplish short and long term goals to ensure your organization's present and future success. They can do this for a set fee, without the overhead of permanent staff, so that you can budget accordingly - and still accomplish the goals and tasks you need to remain vital and efficient during this economic downturn.

We would be delighted to discuss your talent needs in 2009 and how Torch Group, with a significant number of senior marketing, sales and communications contractors and consultants, can help you achieve your goals with a timely and cost-efficient plan.

If you are looking for cost-effective and stress-reducing marketing talent options, including interim staffing, contractors and consultants in this volatile economy; contact us at 440-519-1822, or email rontorch@torchgroup.com.

If you're in the unenviable position of having to reduce your workforce, we have drawn on our human resources expertise and services to form SS&G/Torch Group Career Transition Services. Check out our customizable outplacement services at http://www.torchgroup.com/transition-services.cfm or contact Doug Levin at (440) 519-1822 or dlevin@torchgroup.com.

Headquartered in Cleveland Ohio, Torch Group is a highly specialized staffing firm that provides customized marketing talent solutions to Fortune 1000 companies, small businesses and other organizations across North America. Torch Group's services include professional interim staffing, contract consultants, outsourced projects, executive search services and career transition services. The firm provides its clients with professionals skilled in strategic and tactical marketing, sales, creative and communication specialties.

For more information about Torch Group, visit us at www.torchgroup.com.

Ronald S. Torch
President & CEO
Torch Group, Inc.
. . . your source for marketing talent