Worcester Business Journal

wbjournal.com | March 24, 2025 | Worcester Business Journal 19 By David Oliva David Oliva is the host of Concentrating on Chromatography, a podcast devoted to separation science and sample preparation, and general manager of Organomation, a Berlin-based manufacturer of evaporators used to concentrate samples ahead of analysis. 6) Grow relationships with custom- ers and leads. Podcasting provides me with a new reason to have an in-depth conversation with someone I want to have a stronger connection with. This is an affordable and convenient way to have these conversations. 5) Provide value to your guest. A recurring dilemma is "How can I offer something of value within my outreach?" Extending the invitation to be on a podcast certainly fits that bill. The final result is content in video, audio, and text format promoting the work and brand of the guest. Having this content could be a valuable asset to the guest in other endeavors, such as applying for recog- nition in their industry or future career opportunities. 4) Uncover opportunities. These discus- sions can provide the opportunity to ask what isn't working well or what sources of frustration exist within the guest's workflow or organization. On several occasions, my company was well suited to alleviate these pain points, leading to sales opportunities. 3) Content is king, especially when human. While utilizing generative AI to produce content will become more common, I expect there to be growing pains. Reputable people having human conversations could be viewed as more worthy of attention and generate strong engagement. 2) Improve your knowledge. Understand- ing your existing and potential customers is critical to any business. In my case, the podcast covers a broader topic area rela- tive to my company's solutions, while still being specific enough where it is unique in the podcast marketplace. Growing my knowledge beyond the company's scope is critical to providing context regarding my organization's fit in the larger market. 1) Strengthen your brand. Your brand being considered the go-to source for information and support can be a major positive. This principle applies beyond the company's brand and to your personal brand as well. People proactively reaching out to you because they think you can help is the core tenet of inbound mar- keting and should excite any business professional. Homelessness and hunger create a domino effect of need in our communities BY SLOANE M. PERRON Special to WBJ I nvesting in career advancement opportunities is a powerful strategy that drives business success and boosts employee satisfaction. By prioritizing professional growth, businesses create a culture of learning that benefits everyone. Employees gain new skills and a sense of purpose, while companies enjoy improved productivity and retention. In a competitive job market, offering clear pathways for advancement is essential to keeping top talent engaged and on your team. Encourage employee talents. Being a strong leader means recognizing the strengths of your team members and encouraging their growth. Oentimes, employees are dissuaded from applying Fostering career development opportunities Brandon L. Robbins is the executive director of Ginny's Helping Hands, Inc. in Leominster. BY BRANDON L. ROBBINS Special to WBJ I n January 2024, the federal government released a report on homelessness in America. e statistics were staggering: an 18% increase in homelessness, mostly driven by lack of affordable housing, natural disasters, and the end of pan- demic assistance impacting individuals across our country. Currently in North Central Massa- chusetts, there is a waiting list of more than 150 people seeking housing at just one of the many shelters in the region. ese people are waiting in our parking lots, under bridges, in tents, and maybe on the couches at various friend's houses. When individuals and families are homeless, it is difficult to find and prepare nutritious food. When highly-processed foods are consumed regularly, the result leads to health issues and medical complications. As the executive director at Ginny's Help- ing Hands, we serve communities by providing those in need with a hand up with obtaining necessities. at's the reason why our founder, Ginny White, opened this organization: To ensure that no one in our neighborhood is hungry, cold, or without a place to live. The need is increasing. When Ginny first began providing services in North Central Massachusetts, she welcomed 9 to 11 families daily. Today, as our nation's cost of living increases, Ginny's Helping Hand is experiencing a higher than usual number of people needing help. In 2024, the needs in our area more than doubled, as we served more than 53,000 clients, with approximately 17,900 households. As a sad reality, some of our clients who were finan- cially stable a year ago are now having to reevaluate their budgets. It's not just dollars, it's also sense of community. While I am grateful for the many donors and partners who help us with funding to buy and transport nutritious food, we need to do more. We need our neighbors to help us stock shelves with nutritious foods that our homeless can prepare and access, such as cans of tuna, canned vegetables, protein drinks, peanut butter, and even frozen meats and veggies. Adding a few extra items to your grocery cart and dropping them off at Ginny's can help us feed more clients. Empathy goes a long way. I see people at what is likely the worst time of their lives, so a big part of my job is giving them hope and ensuring they know they are not alone. Empathy can go a long way by offering a kind word of encouragement or by showing you care by volunteering at a food pantry. Find your people. ey say it takes a village to raise a child, and it's the same for helping those in need. Enter the North Central Massachusetts Chamber of Commerce Community Leadership Institute Class of 2025. e class, which includes more than 20 community leaders, chose Ginny's Helping Hand as beneficiary of its class community project. 6 THINGS I know about... ... Growing a business through podcasting for internal roles because they lack confidence or do not think they have the necessary skills. "67% of the individual contributors surveyed said they want to advance their career, but 49% said a lack of good career advice has hurt their job trajectory. Too oen, executives ask employees to chart their own paths under the guise of empowerment, leaving them aimless," Kara Baskin writes in an article for MIT Sloan School of Management. Formalize training and development. Mentoring programs, job shadowing, and earn-as-you-learn incentives are ways managers can assist employees in acquiring the skills, education, and experience they need to progress in their careers. Mentoring is a particularly cost-effective way for senior employees to share their business acumen with newer hires. "It is important to show your workers they have both company and manager support in their desire to grow professionally," staffing agency Robert Half advises in a blog on its website. Develop a sense of purpose. Teams thrive when employees are motivated and have a clear path to success. Employees who feel burned out at dead-end jobs are more likely to leave, causing retention issues. As a result, providing employees with actionable steps to career advancement creates motivation and leads to better productivity. Happier employees create happier workplaces. "A survey by Better Buys showed that professional development can increase retention by up to 34%," Ginni Saraswati cites in her article for Forbes. W W W

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