The U.S. Bureau of Labor Statistics has reported that more people resigned from their jobs in 2021 than any other year ever. Of the record 68.9 million job separations last year, 47.4 million were voluntary. That means 69 percent of the workers who left their positions chose to do so, which is why the period has become known as the “Great Resignation.”
Many of those “quitters” didn’t actually leave the workforce, though. Instead, they earned (or are searching for) better jobs. U.S. National Economic Council Deputy Director Bharat Ramamurti recently referred to the job market churn as the “Great Upgrade,” saying “workers are quitting to take new, better-paying jobs.”
Today’s headlines no longer reflect the mass exodus of workers, but rather, their reentry into the labor force. And there are jobs to be had. The number of open positions hovered at historic levels of around 11 million every month last year.
With job openings at record highs, prospects for American workers have never been greater – in stark contrast to the pandemic-induced recession we endured. The media will continue to cover this shift, as jobseekers shop for the best opportunities and employers ramp up hiring efforts.
New jobs reports always make the news, but now reporters also are interested in the ramifications of COVID-19 on employment and how the pandemic has altered people’s professional lives. So instead of covering the topic once a month when the government releases new figures, journalists are more regularly producing related content.
That will continue as the market continues its recovery. Career pivoting is part of the story, too, as people look to other industries trying to fill disproportionately high open positions, like skilled trades and aviation.
Brands can leverage the situation through newsjacking. That is, piggyback on trending media coverage of the “Great Upgrade” and employees pivoting to new careers by injecting their perspectives on the issues into the national conversation.
One of the most effective ways to do this is by sharing stories about employees who are not just new to the company, but new to the industry or type of job they now have. The media is hungry for examples of people who reinvented themselves during the pandemic and used the opportunity to improve their professional status. The more surprising or impressive or inspirational the example, the more newsworthy it is.
Comb your ranks for employees who have changed lines of work and fit these criteria; then pitch those stories to local media as well as national outlets that cover business, human resources, employment and your industry. You can also use career pivoters on your team as fodder for employee spotlights on your website and/or in e-newsletters as well as social media posts.
As you publicize the addition of professionals who have changed careers to your team on owned media channels and garner external media coverage, your brand will gain recognition, too.
Don’t know where to start, don’t have time or aren’t sure how to successfully newsjack trending coverage to generate brand mentions, social shares and consumer trust in your business? The seasoned professionals at GYC Vegas – a public relations agency that drives clients’ growth through customized media strategies – can help.
Contact us today for a free consultation about how we can help boost your exposure through newsjacking and mining for stories that will put your brand in the spotlight.
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