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Get Ahead of Your Marketing,
Creative & Digital Staffing Needs
In 2012, Aquent commissioned a survey of 580 marketing, creative, and digital
hiring managers to uncover flexible workforce trends in their departments. The
survey illuminated several key trends and lessons learned in using a flexible
workforce

> Flexible workforce solutions are a critical part of successful marketing and
creative organizations
> Gaps in capacity and technical expertise drive outsourcing
> Many hiring managers react to, instead of plan for, additional staffing needs
> Managers continue to shoulder a large workload
> Proactive workforce management practices pay off

Ultimately, the survey data highlighted that a reactive approach to staffing and
recruiting a contingent workforce can affect both the manager’s stress level and
the team’s overall ability to reach business goals. However, there are steps
managers can take to be more proactive in their recruiting and hiring approach.
In this webcast, Aquent’s Kelly Boykin explore these three steps for becoming a
more proactive marketing, creative, and digital hiring manager.
Get Ahead of Your
Marketing, Creative & Digital
      Staffing Needs

      Kelly Boykin
      Vice President, Managing Director
      AQUENT
Flexible
Workforce
Trends
 marketing
 creative
 digital

   emerging
 platforms &
 channels
Flexible
Workforce
Solutions
5 key findings in survey
5 key findings in survey
1. Flexible workforce solutions are a critical part of success
5 key findings in survey
1. Flexible workforce solutions are a critical part of success



2. Gaps in capacity and technical    expertise drive outsourcing
5 key findings in survey
1. Flexible workforce solutions are a critical part of success



2. Gaps in capacity and technical    expertise drive outsourcing


3. Hiring managers react to - instead of plan for - staffing needs
5 key findings in survey
1. Flexible workforce solutions are a   critical part of success


2. Gaps in capacity and   technical expertise drive outsourcing


3. Hiring managers react to - instead of   plan for - staffing needs


4. Managers continue to shoulder a      large workload
5 key findings in survey
1. Flexible workforce solutions are a critical part of success



2. Gaps in capacity and technical    expertise drive outsourcing


3. Hiring managers react to - instead of plan for - staffing needs



4. Managers continue to shoulder a large    workload


5. Proactive workforce management practices pay        off
5 key findings in survey
1. Flexible workforce solutions are a critical part of success



2. Gaps in capacity and technical    expertise drive outsourcing


3. Hiring managers react to - instead of plan for - staffing needs



4. Managers continue to shoulder a large    workload


5. Proactive workforce management practices pay        off
Flexible
Key       workforce
Finding   solutions are
          a critical part
#1        of success
Flexible workforce solutions
are a critical part of success
Flexible workforce solutions
       are a critical part of success
                                   in house
                                   employees




external
workforce
Flexible workforce solutions
      are a critical part of success


external
workforce


                                  in house
                                  employees
Gaps in
Key       capacity and
Finding   technical
          expertise drive
#2        outsourcing
Gaps in capacity and technical
      expertise drive outsourcing



            72%

external
workforce
solutions
Gaps in capacity and technical
   expertise drive outsourcing




external
workforce
solutions
Hiring
Key       managers
Finding   react to instead
          of plan for
#3        staffing needs
Hiring managers react to –
instead of plan for – staffing needs




0    10    20   30    40    50   60
Harness the power of the
flexible workforce
Key       Managers
          continue to
Finding   shoulder a
#4        large workload
Managers continue to shoulder a
       large workload
Managers
 stress at work
 lack resources
 work >51 hours
Poll
Question
Proactive
Key       workforce
Finding   management
          practices
#5        pay off
Proactive workforce
               management pays off
    not active
                                     reactive


                 47%
proactive
excellent
skills match
Reactive
approach affects
 stress levels
 team’s ability to
  reach business
  goals
3 Steps
for proactive
management
Anticipate   Evaluate   Recruit
Anticipate
Anticipate
 platforms
 tools
 strategies
 content
Anticipate
              how your annual
              plan can change




mobile app
development
Anticipate
              how your annual
              plan can change




mobile app
development
Key         Anticipate
Questions   how your
            annual plan
to ask      can change
Anticipate how your
   annual plan can change

  What new technologies or
communications vehicles might
 require you to augment your
   existing team’s skill set?
Poll
Question
Anticipate how your
   annual plan can change

 What do you know about your
customers and competition that
might require you to get a new
   product to market faster?
Anticipate how your
    annual plan can change

    Are there any new legal
mandates forthcoming that might
  require you to change your
     product strategy and
          messaging?
Anticipate how your
annual plan can change

What are your recurring
 big-ticket projects?
  Do they overlap?
Anticipate how your
 annual plan can change

What percentage of the work
 completed last year was
       unexpected?
  What percentage of the
 unexpected work did you
        outsource?
Anticipate   Evaluate
Anticipate developing new skills &
knowledge of new technology
Evaluate your current team’s
   performance and skills
               decouple
                project




   strategic              tactical
Key
            Evaluate your
Questions   current team’s
            performance
to ask      and skills
Evaluate your current team’s
   performance and skills

How consistent are your team’s
job descriptions with the actual
       day-to-day work?
Poll
Question
Evaluate your current team’s
   performance and skills

How much time do they spend
 working on things that are
  outside of their skill sets?
Evaluate your current team’s
    performance and skills

  Are you asking some of your
team members to do production
  work in addition to the highly
 strategic and original creation?
Evaluate your current team’s
   performance and skills

Do you have simpler, tactical
work that could be handed off
 to newer team members or
external resources to free up
      your core team?
Evaluate your current team’s
    performance and skills

Are there specific technical skills
  that you need your team to
  develop or that you need to
      acquire from outside?
Anticipate   Evaluate   Recruit
Know when a great candidate is available
   Source great
    candidates

   Maintain
    relationships

   Know who’s
    available & when
Key
Questions   Always recruit
            even if you don’t
            have an open
to ask      position
Always recruit even if you don’t
    have an open position

 Who was the best source of
  candidates for your most
      recent opening?
Always recruit even if you don’t
    have an open position

 Did you feel like you received
    a significant number of
     qualified candidates?
Always recruit even if you don’t
    have an open position

 When you consider the skills
gap of your team, did you see
those skills in the candidates?
Always recruit even if you don’t
    have an open position

     Did you feel your HR
department was fully involved
  in the recruiting process?
Always recruit even if you don’t
    have an open position

   How many resumes did you
   receive for your most recent
             opening?
    How many people did you
 interview for a single opening?
Aquent/AMA Webcast: Get Ahead of Your Marketing, Creative & Digital Staffing Needs
Anticipate
Anticipate   Evaluate
Anticipate   Evaluate   Recruit
Flexible workforce solutions
Get Ahead of Your
Marketing, Creative & Digital
      Staffing Needs

      Kelly Boykin
      Vice President, Managing Director
      AQUENT

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Aquent/AMA Webcast: Get Ahead of Your Marketing, Creative & Digital Staffing Needs

  • 1. Get Ahead of Your Marketing, Creative & Digital Staffing Needs In 2012, Aquent commissioned a survey of 580 marketing, creative, and digital hiring managers to uncover flexible workforce trends in their departments. The survey illuminated several key trends and lessons learned in using a flexible workforce > Flexible workforce solutions are a critical part of successful marketing and creative organizations > Gaps in capacity and technical expertise drive outsourcing > Many hiring managers react to, instead of plan for, additional staffing needs > Managers continue to shoulder a large workload > Proactive workforce management practices pay off Ultimately, the survey data highlighted that a reactive approach to staffing and recruiting a contingent workforce can affect both the manager’s stress level and the team’s overall ability to reach business goals. However, there are steps managers can take to be more proactive in their recruiting and hiring approach. In this webcast, Aquent’s Kelly Boykin explore these three steps for becoming a more proactive marketing, creative, and digital hiring manager.
  • 2. Get Ahead of Your Marketing, Creative & Digital Staffing Needs Kelly Boykin Vice President, Managing Director AQUENT
  • 4.  marketing  creative  digital emerging platforms & channels
  • 6. 5 key findings in survey
  • 7. 5 key findings in survey 1. Flexible workforce solutions are a critical part of success
  • 8. 5 key findings in survey 1. Flexible workforce solutions are a critical part of success 2. Gaps in capacity and technical expertise drive outsourcing
  • 9. 5 key findings in survey 1. Flexible workforce solutions are a critical part of success 2. Gaps in capacity and technical expertise drive outsourcing 3. Hiring managers react to - instead of plan for - staffing needs
  • 10. 5 key findings in survey 1. Flexible workforce solutions are a critical part of success 2. Gaps in capacity and technical expertise drive outsourcing 3. Hiring managers react to - instead of plan for - staffing needs 4. Managers continue to shoulder a large workload
  • 11. 5 key findings in survey 1. Flexible workforce solutions are a critical part of success 2. Gaps in capacity and technical expertise drive outsourcing 3. Hiring managers react to - instead of plan for - staffing needs 4. Managers continue to shoulder a large workload 5. Proactive workforce management practices pay off
  • 12. 5 key findings in survey 1. Flexible workforce solutions are a critical part of success 2. Gaps in capacity and technical expertise drive outsourcing 3. Hiring managers react to - instead of plan for - staffing needs 4. Managers continue to shoulder a large workload 5. Proactive workforce management practices pay off
  • 13. Flexible Key workforce Finding solutions are a critical part #1 of success
  • 14. Flexible workforce solutions are a critical part of success
  • 15. Flexible workforce solutions are a critical part of success in house employees external workforce
  • 16. Flexible workforce solutions are a critical part of success external workforce in house employees
  • 17. Gaps in Key capacity and Finding technical expertise drive #2 outsourcing
  • 18. Gaps in capacity and technical expertise drive outsourcing 72% external workforce solutions
  • 19. Gaps in capacity and technical expertise drive outsourcing external workforce solutions
  • 20. Hiring Key managers Finding react to instead of plan for #3 staffing needs
  • 21. Hiring managers react to – instead of plan for – staffing needs 0 10 20 30 40 50 60
  • 22. Harness the power of the flexible workforce
  • 23. Key Managers continue to Finding shoulder a #4 large workload
  • 24. Managers continue to shoulder a large workload
  • 25. Managers  stress at work  lack resources  work >51 hours
  • 27. Proactive Key workforce Finding management practices #5 pay off
  • 28. Proactive workforce management pays off not active reactive 47% proactive excellent skills match
  • 29. Reactive approach affects  stress levels  team’s ability to reach business goals
  • 31. Anticipate Evaluate Recruit
  • 33. Anticipate  platforms  tools  strategies  content
  • 34. Anticipate how your annual plan can change mobile app development
  • 35. Anticipate how your annual plan can change mobile app development
  • 36. Key Anticipate Questions how your annual plan to ask can change
  • 37. Anticipate how your annual plan can change What new technologies or communications vehicles might require you to augment your existing team’s skill set?
  • 39. Anticipate how your annual plan can change What do you know about your customers and competition that might require you to get a new product to market faster?
  • 40. Anticipate how your annual plan can change Are there any new legal mandates forthcoming that might require you to change your product strategy and messaging?
  • 41. Anticipate how your annual plan can change What are your recurring big-ticket projects? Do they overlap?
  • 42. Anticipate how your annual plan can change What percentage of the work completed last year was unexpected? What percentage of the unexpected work did you outsource?
  • 43. Anticipate Evaluate
  • 44. Anticipate developing new skills & knowledge of new technology
  • 45. Evaluate your current team’s performance and skills decouple project strategic tactical
  • 46. Key Evaluate your Questions current team’s performance to ask and skills
  • 47. Evaluate your current team’s performance and skills How consistent are your team’s job descriptions with the actual day-to-day work?
  • 49. Evaluate your current team’s performance and skills How much time do they spend working on things that are outside of their skill sets?
  • 50. Evaluate your current team’s performance and skills Are you asking some of your team members to do production work in addition to the highly strategic and original creation?
  • 51. Evaluate your current team’s performance and skills Do you have simpler, tactical work that could be handed off to newer team members or external resources to free up your core team?
  • 52. Evaluate your current team’s performance and skills Are there specific technical skills that you need your team to develop or that you need to acquire from outside?
  • 53. Anticipate Evaluate Recruit
  • 54. Know when a great candidate is available
  • 55. Source great candidates  Maintain relationships  Know who’s available & when
  • 56. Key Questions Always recruit even if you don’t have an open to ask position
  • 57. Always recruit even if you don’t have an open position Who was the best source of candidates for your most recent opening?
  • 58. Always recruit even if you don’t have an open position Did you feel like you received a significant number of qualified candidates?
  • 59. Always recruit even if you don’t have an open position When you consider the skills gap of your team, did you see those skills in the candidates?
  • 60. Always recruit even if you don’t have an open position Did you feel your HR department was fully involved in the recruiting process?
  • 61. Always recruit even if you don’t have an open position How many resumes did you receive for your most recent opening? How many people did you interview for a single opening?
  • 64. Anticipate Evaluate
  • 65. Anticipate Evaluate Recruit
  • 67. Get Ahead of Your Marketing, Creative & Digital Staffing Needs Kelly Boykin Vice President, Managing Director AQUENT