According to Alex Alpert, Business Development Director at Wheaton Worldwide Moving, brands can improve their image by portraying human qualities on social media.

Let’s face it. There are industries consumers simply love to hate (ahem: banks, insurers).

For these industries, the brave new world of social media has proven challenging, to say the least. Younger people are particularly difficult for these firms to reach.

The problem is these companies are viewed as impenetrable, faceless monoliths. So insists Alex Alpert, Business Development Director at Wheaton World Wide Moving and joint re-Founder of remobilize.org (a new movement for relocation professionals that aims to create professional development workshops and networking events young professionals actually want to attend).

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Lukas Ritzel has spent more than 15 years helping companies coordinate media projects. He also lectures on media at IMI University Centre and other schools.

Young expat professionals do not respond to traditional campaigns. They’re not interested in photos of dressed up models  or sanitized PR speak.  What they crave for is authenticity, says Lukas Ritzel, Marketing & Web Strategist at Switzerland’s IMI University Centre–and they’re looking for it on social media sites. In an interview with Expat Marketing, Lukas explains why traditional marketing managers are struggling to cope.

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