Editorial Board   Guest Author

Mr. Cobb

Adam Cobb

Regional Manager, Halogen Software

As regional manager at Halogen Software, and a certified Human Capital Strategist, Adam Cobb has worked directly with hundreds of human resources professionals to plan and implement integrated talent management systems in support of their organizations' strategic plans. With more than a decade of software solutions experience, Mr. Cobb applies his expertise in performance management, succession planning, pay for performance and performance based learning solutions to help Halogen's clients build solid business cases for investing in automated talent management systems. Mr. Cobb is responsible for helping Halogen's clients maximize the value of their talent through integrated talent management strategies and practices that drive business results. Across talent acquisition, engagement, development, leadership, talent retention and metrics, Mr. Cobb is focused on providing the tools and resources Halogen's clients need to execute strategic talent management initiatives. Prior to joining Halogen, Mr. Cobb held senior channel and sales positions at Gavel & Gown Software. He holds a Bachelor of Arts in Political Science from Concordia University and a Bachelor of Laws from the University of Ottawa. Halogen Software is recognized as a market leader by industry analysts and is strongly endorsed by the thousands of HR professionals who use their Talent Management solutions. Halogen's offering makes HR best-practices accessible to companies of all sizes and its hospitality suite meets the unique needs of this industry. For more information, visit www.halogensoftware.com

Mr. Cobb can be contacted at 613-270-1011 x 4110 or acobb@halogensoftware.com

Coming up in February 2020...

Social Media: Social Listening Tools

The reach and influence of social media is staggering. Nearly 3 billion people use social media daily, posting a range of messages, selfies, images, and everything in-between. According to HubSpot, almost 4 million posts are uploaded to the major social networks every single minute! That's an astounding amount of content and it is crucial for hotels to skillfully use social media in order to effectively compete. From establishing a suitable brand identity and voice to creating content across all the major networks (Facebook, Twitter, Instagram, Pinterest, etc.), the goal is to actively engage consumers and to eventually convert them to customers. Some hotels are initiating online contests as a way to attract new customers, while others are rewarding customers with discounts who subscribe to the their email lists or follow their social media pages. Another recent strategy is to employ social media listening tools that track what people are posting online about their businesses. These tools allow hotels to monitor - or listen to - what's being said about a brand across the entire social web, and this can prove to be very valuable, unfiltered information. Social listening permits hotels to be aware of people's opinions about their business, industry or competitors, and some of these tools even listen beyond social media platforms. They also monitor publicly available information on blogs, forums, news outlets and websites. Some listening tools are more focused on gathering and analyzing data, while others offer more engagement-oriented features, which allow hotels to interact with people right from the platform. Often the information that is gleaned from these listening tools ends up being the most authentic, unbiased insights a business can get. The February Hotel Business Review will document what some hotels are doing to successfully integrate social media strategies into their operations.