Your SlideShare is downloading. ×
David Edmundson-Bird: “The Hunt for Digital Talent”
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×

Introducing the official SlideShare app

Stunning, full-screen experience for iPhone and Android

Text the download link to your phone

Standard text messaging rates apply

David Edmundson-Bird: “The Hunt for Digital Talent”

393
views

Published on

Published in: Marketing, Education, Business

0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
393
On Slideshare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
4
Comments
0
Likes
1
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide

Transcript

  • 1. The Hunt for Digital Talent David Edmundson-Bird Principal Lecturer in Digital & Social Media Comms at MMU Manchester Metropolitan University
  • 2. The Hunt for Digital Talent • Agenda – Who am I? – The specific problems facing those recruiting for digital talent in the North West – The key issues in the areas where the talent is being curated – The benefits and drawbacks of initiatives to deal with the talent curation problem – The risks faced by businesses that do not respond to the talent curation problem
  • 3. Who am I? • Principal Lecturer in Digital & Social Media Comms at MMU • Academic Credentials – Programme Director for MSc Digital Marketing, MSc Multi-Channel Retailing, PG Cert Digital Comms Management – Founder – Agency Life Programme – Research background in AI early 90s • Commercial Background – Started Manchester’s 2nd web design agency in 1995 – Chief Learning Architect at Academee 1999 - 2002
  • 4. SPECIFIC PROBLEMS FACING THOSE RECRUITING FOR DIGITAL TALENT
  • 5. Problem 1: The End of Recession* 0 2000 4000 6000 8000 10000 12000 14000 16000 18000 2008 2009 2010 2011 2012 2013 2014 Vacancies Candidates *Not actual data: for display purposes only
  • 6. Problem 2: The End of Handouts • Regime change in 2010 = end to government subsidy for training • “Is there a grant or fund I can access for this?” • Did NW digital creative sector get hooked on handouts? • Why should The State pay for your staff to be trained just so that you can make money?
  • 7. Problem 3: The BBC • Arrival of Media City • A genuine belief that “they will steal all of the best people” – This did not happen
  • 8. Problem 4: Invisibility • “You’ve never heard of us?”
  • 9. Problem 5: Cannibalization • Digital Manchester/NW is a village • The best (in fact all) candidates merely move from one firm to another • MDs/CEOs really hate this yet they are doing it themselves • There are some unscrupulous operators in the recruitment sector fuelling this
  • 10. Problem 6: London/New York • The very best don’t stay – This is both workers and firms No cool jobs No cool employees No cool clients No cool contracts No cool employers
  • 11. KEY ISSUES IN THE AREAS WHERE THE TALENT IS BEING CURATED
  • 12. Talent Curation • We have: – Pile of big, great universities – Pile of big, great colleges – Pile of big, great apprenticeship programmes – Pile of big, great training courses • So we shouldn’t have any issues
  • 13. Issues • “They aren’t teaching them the right thing at University/College” • “They aren’t the kind of people we’re looking for” • “I can’t find the right apprentice” • “I can’t afford the training course fees” • “If I give them training/education/development, they will leave”
  • 14. BENEFITS AND DRAWBACKS OF INITIATIVES
  • 15. Uni Programmes • The Fee Paradox and generic courses • Digital is scary and hard • Placements tend to be in blue chips • It takes a bit of effort to get involved and keep involved • There are some students who should not be at Uni
  • 16. The ‘Best’ Paradox • “I only want your best graduates” vs “I only want to work for the best company” Companies Graduates The very best ‘Good enough’ for you? ‘Good enough’ for them?
  • 17. Uni Placements/Internship Programmes • Experience • Skills • ‘Ready-to-work’ • And you know them
  • 18. Digital/Social Media Apprenticeships • Great idea • Cherry-picking of candidates • Seen by some as a backdoor entry qualification for Uni • Regarded as cannibalizing the route to Uni by colleges/Displacement activity until time to go to Uni
  • 19. RISKS FACED BY BUSINESSES THAT DO NOT RESPOND TO THE PROBLEM
  • 20. Thinking it’s a Privilege to get a Job • Not any more, not for millenials ever • Remember the gap 0 5000 10000 15000 20000 2008 2009 2010 2011 2012 2013 2014 Vacancies Candidates
  • 21. How much does a degree cost? • £27 - £36k plus living – We work on the expense/lost earnings cost of a degree £80k-£100k • The questions grads ask: – “Where were you when I needed help?”
  • 22. I don’t need to get involved • I don’t need to give a guest lecture • I don’t need to mentor some kids who could do with a professional exemplar • I don’t need to offer some paid (at minimum wage rates) part-time career-related work to a student • I don’t need to offer a placement • I don’t need to offer a project • I don’t need to offer a busary • I don’t need to offer a scholarship • I don’t need to be on campus a lot
  • 23. Sum it up: Your CTAs • Don’t think about who you want to recruit this summer – Think about your needs in Summer 2015, 2016, 2017 and beyond. • You have to start investing some time and (yes I’m sorry) some money • Think about choosing apprentices who would never think about going to University – Think of them as vehicles for social mobility and you might surprise yourself
  • 24. Connect with me • Search “David Edmundson-Bird” on Google – And Google+ • Look for me on LinkedIn • See me as “groovegenerator” on Twitter