Why Government Contractors Must Embrace And Cultivate A Digital Presence

“WASHINGTON TECHNOLOGY” By Jenny Karn

“Your digital footprint is your ticket to success. It’s time to evaluate your brand online, harness the power of digital platforms, and chart a course toward greater visibility, credibility, and influence in the world of government contracting.”

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“Mark Amtower launched his annual census of feds on LinkedIn back in 2014, and it quickly became a trusted resource for anyone working in the B2G marketing space.

Back then, many people were still making “I’d like to add you to my professional network” jokes. It was obvious, though, that LinkedIn was carving out a niche for itself, and it was helpful to point to Mark’s data to show clients just how many federal employees were using the platform.

For me, though, the census only hinted at a greater wealth of data about government workers and social media. What I really wanted to know was how often they were using LinkedIn. What other social channels do they use—especially during work hours? And were budgetary decision-makers using social media and websites to evaluate vendors? 

I got sick of waiting for those answers to surface, so my team at Lumino set out to uncover the truth for ourselves. We hired an independent research firm to survey federal and state/local government employees to learn more about their social media habits and how they find, evaluate, and select new vendors in the digital age. We also asked about the budget-setting process and the stakeholders driving those decisions.

The responses we got back legitimately surprised us.

The Digital Advantage: From Discovery to Selection

Digital platforms have become indispensable tools in the government procurement toolkit. Nearly two-thirds of respondents indicate that they find new vendors to invite to RFPs through the company’s website, highlighting the pivotal role of a strong digital presence in attracting government buyers.

Moreover, a staggering 80% of respondents agree or strongly agree that they learn more about vendors invited to an RFP online, emphasizing the importance of digital credibility and reputation.

When it comes to selecting a vendor, government agencies turn to digital channels for insights. Company websites (55%), third-party reviews (39%), and LinkedIn (27%) are the primary sources of information used to evaluate vendors and make informed decisions. With nearly 60% of respondents affirming that a vendor’s online presence matters in the selection of an RFP winner, it’s evident that digital reputation is a make-or-break factor in the procurement process.

Social Media: A Window to Influence

Social media has emerged as a powerful tool for government contractors to connect, engage, and influence decision-makers. While platforms like Facebook are popular for casual browsing (61% of respondents check it regularly throughout the day), LinkedIn reigns supreme as the preferred platform for networking and vendor evaluation.

As government budget owners increasingly turn to social media for insights and connections, savvy contractors must leverage these platforms to showcase their expertise, build relationships, and drive business growth.

Budget Allocation: Flexibility in Planning

One of the striking findings from our survey is that the majority of government agencies (64%) set their budgets once per year but leave room for flexible spending throughout the year. This underscores the importance of agility and adaptability in responding to evolving needs and priorities.

With budget planning spread evenly across quarters, government contractors must adopt a proactive approach to engagement, ensuring their solutions are top-of-mind when budget decisions are made.

Procurement Decisions: The Power of Collaboration

In the world of government procurement, decision-making is a team sport. Our survey reveals that multiple stakeholders are almost always involved in budget decisions above $50,000. With only 3% of respondents indicating that one person could approve a budget of that size, it’s clear that successful procurement requires collaboration and consensus-building among diverse stakeholders.

Embrace the Digital Frontier

In today’s hyperconnected world, the digital landscape has become the new frontier for government contractors. To thrive in the competitive realm of government contracting, businesses must prioritize their digital presence—from website optimization and online reputation management to strategic engagement on social media platforms.

By embracing the digital imperative, government contractors can position themselves for success, navigate procurement processes with confidence, and unlock new opportunities for growth in the dynamic world of government contracting.

As you embark on your journey to grow your government contracting business, remember this: Your digital footprint is your ticket to success. It’s time to evaluate your brand online, harness the power of digital platforms, and chart a course toward greater visibility, credibility, and influence in the world of government contracting.”

https://washingtontechnology.com/opinion/2024/05/unveiling-digital-imperative-government-contracting/396640/

Jenny Karn is CEO and co-founder of Lumino, a B2G marketing consulting firm. Click here to access the full Pulse of Procurement report.

Our Growing Emotional Intelligence Deficit In Digital Communications

“WASHINGTON TECHNOLOGY” By Nic Coppings

“Immersed in instant messaging, emails, and social media, brevity and speed are prized over depth. This efficiency undermines the development of emotional intelligence and interpersonal communication skills – the cornerstone of leadership and customer engagement success.”

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“A crisis looms for the workforce’s newest generation: a deficit in effective communication skills beyond text-based methods. For millennials and Gen Z who grew up immersed in instant messaging, emails, and social media, brevity and speed are prized over depth. However, this efficiency undermines the development of emotional intelligence and interpersonal communication skills – the cornerstone of leadership and customer engagement success.

Disturbingly, most organizations overlook this critical skills gap. A Deloitte study revealed that 63% of millennials believe their workplace lacks opportunities to cultivate emotional intelligence. Even more alarming, Harvard Business Review found that 69% of managers feel their organizations fail to adequately train emotional intelligence. The costs of such oversight are grave – missed opportunities, insufficient customer understanding, and lackluster proposals stem from the digital generation’s communication shortcomings.

The Empathy Disconnect

At the crux of this crisis lies an emotional intelligence deficit stemming from over-reliance on text-based exchanges devoid of nonverbal cues. Without exposure to in-person dynamics, this generation struggles with crucial skills like “reading a room,” adapting communication styles, and active listening. As a result, their ability to forge trusted relationships – a vital asset for leadership and customer-facing roles – falters.

The “Right Now” Mentality

Exacerbating this issue is the digital generation’s “instant gratification” mindset. It is typical for unanswered texts or delayed responses to trigger feelings of frustration, rejection and even neglect. A Whistle survey indicates that 89% experience frustration without immediate responses. This self-centered outlook impedes the development of empathy and emotional understanding, which are critical for professional success and personal relationships.

The Impact on Leadership and Customer Engagement Success

The impacts are two-fold:

Internally, emotionally-disconnected leaders struggle to genuinely inspire and motivate their teams, potentially crippling productivity and morale.

Externally, customer-facing personnel lacking emotional intelligence, knowledge, and skills breed customer dissatisfaction, directly hurting the bottom line.

Bridging the Communications Divide

Fortunately, this crisis is not unfixable. By prioritizing emotional intelligence, organizations can equip their teams to navigate complex interpersonal situations and build and experience the benefits of winning relationships both inside and outside the organization.

To do this, organizations should:

• Invest in Emotional Intelligence Training: Offer professional development programs focused on understanding and managing emotions and improving EQ Skills like empathy, and active listening.
• Encourage face-to-face Interactions: Foster a culture promoting team gatherings, collaborative spaces, and in-person meetings to nurture authentic connections.
• Lead by Example: Leaders can model active listening and effective communication styles that demonstrate the value of emotional intelligence.

With proactive emotional intelligence development, organizations can empower the digital generation to thrive as emotionally intelligent leaders and customer ambassadors, averting a communication crisis before it’s too late.”

ABOUT THE AUTHOR:

Nick Coppings is Co-founder and Managing Principal, The Hi-Q Group

https://washingtontechnology.com/opinion/2024/03/averting-digital-generations-communication-crisis/394983