1. Digital Leaders South East
July 2015: Oxford
Transforming your organisation to a digital DNA
Salon meeting Saïd Business School
2. Transforming
your organisation
to a digital DNA
The Digital Leaders
South East team met
in July for a salon in
Oxford’s famous Saïd
Business School. The
two key topics for
discussion were digitally
transforming the DNA
of your organisation
and the leadership
responsibilities
for recruiting and
developing people for
the digital age.
#DigitalByDesign
3. The event’s discussion
leaders were Scott
Fisher, Press & Public
Relations Officer for
Aston Martin Works
Service, and Paul
Jenkins, Account
Director at TM Recruit.
4. Some might argue that
Aston Martin started
its digital journey in
1976 when it created
and developed the very
first digital dashboard
in the world for the
Aston Martin Lagonda.
The key learning points
from the Aston Martin
discussion were how
you can maintain
and embed your
organisation’s heritage
while evolving to a
digital DNA.
Another key learning
point was the focus
that is being put on
transforming the
customer’s experience,
whether you personally
visit Aston Martin at
Newport Pagnell or
Gayden in the UK, or
visit and engage with
Aston Martin online.
Whichever channel or
platform you choose;
it will be a wholly
engaging experience.
The result is that Aston
Aston Martin Works Service:
Personalisation for
the digital age
#DigitalByDesign
5. Martin has created
communities of interest
by providing deep and
rich content across
a number of social
media platforms. This
focusses not just on
current customers,
but also on individuals
who aspire to own an
Aston Martin, as well as
those who just share an
interest in the brand.
Customer
personalisation was
another key message
emanating from the
discussions, where the
example of digitally
scanning an Aston
Martin vehicle assured
provenance, just as
importantly as in the art
world, given the values
involved and the best
possible future care and
service given.
6. TM Recruit:
A Unique Employment
Proposition (UEP) in
the digital age
TM Recruit are strategic
recruitment consultants
for both the public and
private sectors.
Key learnings from
TM Recruit discussion
focused around the five
“5Cs” of recruitment,
which are:
• Connectedness
• Competencies
• Control
• Contribution
• Compensation
We also looked at
how the 5Cs can be
incorporated into
supporting the tailoring
of a more intelligent
recruitment platform
for the business. It was
generally agreed that
compensation was not
the key differentiator
#DigitalByDesign
7. Connectedness
Competencies
Control
Contribution
Compensation
for recruiting people
who are highly skilled in
digital competencies.
The discussion on
control and contribution
sighted the Google
experience of the 20%
time concept, which
enables individuals
to focus on a project
in a way that not
only simulates
creativity, but also
their contribution
and value. Another
example discussed
was the concept of
“FEDEX” days, where
individuals must
absolutely, positively
deliver something on
a project “overnight”.
These were, amongst
others, identified
as mechanisms to
improve engagement
and link each person’s
contribution to the
organisation’s strategic
“golden thread”.
The discussion
also centred on the
importance of leaders
owning the potential
employee relationship
from their very first
interaction with the
organisation. The job
specification should
directly reflect how
each individual can
achieve their own
“5Cs”, as previously
defined. Therefore,
the recruitment and
development of
people should not
be delegated to the
human resources
department.
8. Digital Alchemist:
Digital DNA
The discussion then
evolved into how we
could take what we had
discussed and learnt
during the salon and
how we could build this
into creating the right
platform to accelerate
the organisation’s
Digital DNA.
In summary, some
of the key facets to
incorporate included:
• A higher vision
• Values and heritage
• Personalised
experience, for both
the customer and
employee
• Competencies –
“The Internet of Everything will be five to ten times
more impactful in the next decade than the entire
internet to date”
John Chambers, Cisco CEO
#DigitalByDesign
9. both in terms of
technology and
business
Innovation time, built
into the work life of
employees
The need to understand
the DNA of your
suppliers and partners
is also a crucial factor
in rapidly accelerating
digital DNA growth.
The discussions also
centred upon the need
to tailor and weight the
importance of each
the “helix” strand to the
needs of each business.
From these discussions
and input, the above
digital DNA framework
was formed.
