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Publishers Association Building Digital Skills Talk Suzanne Kavanagh
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Publishers Association Building Digital Skills Talk Suzanne Kavanagh


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  • About Skillset About the Research: 1. Strategic Skills Assessment for Creative Media industries to be published before Christmas (submitted to UK CES this week) 2. Will analyse full publishing data set and produce a Publishing digest by end of January 3. Methodology: primarily telephone interviews, with some online surveys - 2634 responses from CM employers - 479 publishing employers - 115 books - 124 newspapers - 189 journal & periodical publishers - 51 other publishing
  • 11,600 businesses (increase from 9,800 in 2007) Factors include reclassification of Standard Industry Classification codes. Largest Creative Media sector in Scotland, England & London 27% London 19% South East 11% East 9% South West 88% <10 employees 97% <50 employees
  • The number of people employed by the industry has shrunk by about 15% in the last 3 years. From 209k to 178k Books has dropped from >35k to about 31k Newspapers have dropped by a whopping 15,600 – or 25% - from 62.5k to c. 47k Modest growth in journals and periodicals – up from 41k to 43.6k Recession Structural Efficiencies & outsourcing
  • 5% Managers and senior officials -2% Skilled trades -2% Sales and customer services
  • Decrease from 2007 of 4% Most pronounced in News Agencies, but due to reclassification of companies to other new categories.
  • We have an ageing workforce. Increases in 40-49 and 50+ age groups Recession and recruitment freeze Are there other, underlying structural changes?
  • 1% fewer women in the workforce 1% fewer people from Minority Ethnic groups Same number of people with a disability Taking into account that 36% of the workforce are based in London And representation from BAME groups was at 27% in 2007 Unsettling underlying trend which is getting worse. Mention this in context of link between technical skills and those who consider a career in it E-skills reported in 2009 that those from BAME background in UK for IT & Telecoms at 14% of workforce Greater than national average. We have gone from 6 to 5%
  • 2010: 37% recruited from HE in the last year
  • 28% of employers report
  • Look beyond and through the supply chain, think about supplementing your skills with freelance and contract support or different companies and suppliers. Publishing is a globally integrated sector which needs a necessary broadening and deepening of the skills base. One thing is for sure if a company adopts this approach: you’ll need excellent project and supplier management plus team working skills! Mutli-skilling, multi-platform skills, management, leadership, business and entrepreneurial skills and IP & monetisation of multi-platform content are all essential of the future publishing workforce.
  • We’ve identified that publishing has: Been impacted on by the recession and has a shrinking workforce Has reduced the level of recruitment of graduates who they believe understand digital better Is reliant on the existing talent, who are older and more experience but accept they understand digital less Don’t reflect the diverse communities that they operate in that may have broader skills base that we need What do we do next? Where do we go for inspiration?
  • 2 nd column drawn from the report: ‘From Recession to Recovery’ (2009) Right hand column: is it a big ask to expect graduates to have all of this? Are some of them what you gain from experience?
  • Need to understand how to create, market and distribtue content across a range of channels Using existing staff, new entrants, freelancers and consultants or alliances and partnerships with other companies Here is just a few examples of where the skills we need now and for the future come from across creative media industries Diagnostic tools to help you identify existing competencies – use National Occupational Standards across these sectors to help you identify skills needs Then use courses directory to search relevant, recognised training in these areas Links on final slide. Slides will be posted on Slideshare and I’ll tweet the link.
  • Pioneered by the advertising industry. Diagnostic tool launched by the Institute for Practitioners in Advertising (IPA) Strong demand in their industry for those who can be both creative and entrepreneurial. That people need to be both ‘linear’ and ‘lateral’ thinkers Be both creative, but have a strong business and entrepreneurial sense. Be able to collaborate between creative and technical drivers of the digital work to research, develop and prototype new products Meanwhile equip current and future workforce with right skills to innovate, create and communicate in a digi environment
  • Leave you with some thought-provoking stats: 45% of employers surveyed said that they fund or arrange learning and development 41% in books, journals & periodicals 3 rd lowest in whole of creative media 13% have a learning and development plan
  • Transcript

    • 1. Building Digital Skills Suzanne Kavanagh, Skillset Publishers Association / UCL 08/12/10
    • 2. Number of companies Source: Skillset (2010) Strategic Skills Assessment / ONS Labour Force Survey July 2009-June 2010
    • 3. Number of employees in Publishing Source: Labour Force Survey (April 2009 to March 2010)
    • 4. Number of employees in Publishing Source: Skillset (2010) Strategic Skills Assessment / ONS Labour Force Survey July 2009-June 2010
    • 5. Occupational groups 100% 100% Total publishing  6% 6% Elementary occupations  2% 2% Process plant and machine operatives  5% 7% Sales and customer service occupations  0% 0% Personal services occupations  3% 5% Skilled trades occupations  11% 12% Administrative and secretarial  40% 41% Associate professional and technical  4% 4% Professional occupations  28% 23% Managers and senior officials Var +/- 2010 2007 Occupational Group
    • 6. Percentage freelance
    • 7. Age of the workforce
    • 8. Diversity & equality
    • 9. Qualification Level of the Workforce
    • 10. Level of current vacancies
      • 2007: 20% employers had vacancies
      • 2007: 6% of these with hard to fill vacancies
      • 2010: 13% employers had vacancies
      • 2010: 36% of these with hard to fill vacancies
    • 11. Skills shortages – new entrants
      • General
      • Distribution, sales & marketing
      • Art and design
      • Technical development
      • Direct from HE
      • Sales & marketing (31%)
      • Creative talent (21%)
      • Skills using software packages (17%)
      • Multi-skilling (16%)
    • 12. Current skills gaps 36% Leadership and management 38% Business skills (inc. specific mention of entrepreneurial skills 17%) 46% Software packages (inc. Photoshop, Avid, Final Cut Pro etc) 50% Technical skills (inc. computer programming, usage and web/internet design/development) 64% Sales and marketing
    • 13. Future skills needs
    • 14. Summary
      • Increased number of companies
      • Predominantly London, South East, East
      • Small number of large employers with large workforces
      • Large number of SMEs
      • Shrinking workforce -15%
      • More managers & senior officials
      • Fewer skilled trades & sales/customer services
      • Freelance workforce hit
      • Ageing workforce: increase in 40-49 & 50+ age groups
      • Decrease in diversity & gender equality of workforce
      • Increasing level of degree or equivalent education
      • Fewer vacancies but increasingly level of harder to fill vacancies
    • 15. Technical Skills
      • Ability to meet industry standards requirements
      • Maximising opportunities for e-publishing
      • Innovative, creative marketing using technology
      • Understanding impact of change on IP rights
      • Computer programming
      • Usage and data analysis
      • Web/internet design and development
      • Specific software skills
    • 16. Multi-platform Content Creation Gaming Animation Interactive media TV Radio Advertising Audio planning, production & editing Brand management cross platform Non-linear narrative Design & storyboard Video planning, production & editing API & App development, web optimisation Platform neutral digital publishing (multi-platform content and traditional ‘craft’ skills)
    • 17. Entrepreneurs & Diagonal Thinking ‘ Oscillating effortlessly between logical or rational thinking, and creative or lateral thinking, they are able to analyse a company’s business and then make creative leaps based on their findings.’ Source: IPA http:// /
    • 18. Get in touch…
      • Suzanne Kavanagh
      • [email_address]
      • @sashers