Following our research in to the North West Analytics Sector, I will be providing insight in how we can be more aware of cultural values in order to grow analytics teams built for longevity.

1. OPTIMISING ANALYTICS
TEAMS FOR LONGEVITY
CURATING
CULTURE

2. The Candidate: Marketing, Analytics, Digital and Creative Recruitment Specialists
LEIF
RADFORD
Analytics Recruitment Manager
TheCandidate.2019

3. THE
OUTLINE
Research
Curating Culture: Recruitment
Identifying Cultural Values
Agents of Change
Want vs. Need
Building Something Bigger
Takeaways
LIST OF TOPICS

4. RESEARCH
Partnered with the Manchester Publicity
Association to gain insight in to the analytics
teams in the region
N O R T H W E S T M A R K E T I N G
A N A L Y T I C S S E C T O R S U R V E Y
“The perceived most important element to
analytics professionals is 'team and culture'.”
S U R P R I S I N G I N S I G H T
TheCandidate.2019

5. TheCandidate.2019
CURATING CULTURE: RECRUITMENT
As a consultant, its essential to consider both skill-set and cultural fit in
order to deliver candidate/company matches that last and grow together
R O L E L O N G E V I T Y
· Employers: losing out on potential talent or hiring short-lived talent
· Candidates: accurately identify cultural values in self and others
C U L T U R A L V A L U E S G O B O T H W A Y S
In the North West, it’s so short that 60% of respondents in our research have
had to recruit analytical talent from outside of the region
A N A L Y T I C S I S A C A N D I D A T E S H O R T M A R K E T

6. Social media presence
What we're told by others
Asking direct questions
IDENTIFYING
CULTURAL
VALUES
If culture is so important, how do
we identify potential values?
Source 1:
TheCandidate.2019

7. IDENTIFYING CULTURAL VALUES
What is your stance on working late?
High stress-resilience,
commitment or passion
WORK UNTIL
IT'S DONE
A B C
DO IT WITHIN
CORE HOURS
AS LONG AS
IT'S DELIVERED
Flexible, reliable, end-goal
focused
Timekeeping, organisation
and planning, delivery focused
TheCandidate.2019
Source 2:

8. TheCandidate.2019
Without value and recognition, does the role have longevity?
“If the data team produces a new optimisation algorithm for marketing spend,
the ROI gets soaked up by the Marketing team and the analysts regularly get
overlooked as they don’t have representation at board level. I find sometimes
that analytics departments need to scratch around for recognition and often
their value is massively overlooked.”
-Shaun Adams, Head of Customer Insight and Analytics, Slater and Gordon
IDENTIFYING CULTURAL VALUES
ONE WE CAN ALL AGREE ON:
DATACENTRIC CULTURE

9. TheCandidate.2019
AGENTS OF CHANGE
The addition of one person to a team can completely shift the dynamic
of the whole team
C H A N G I N G D Y N A M I C S
"How a new employee will integrate with the wider team and how they may
thrive or otherwise in a particular environment is essential to the productivity
and happiness of the department as a whole.”
-Vickie Currie, Head of Customer Analytics
C A S E S T U D Y : N B R O W N

10. TheCandidate.2019
Rocks the boat, challenges out of date views,
drives the team towards the business objectives
O U T C O M E 1 : P O S I T I V E
AGENTS OF CHANGE
Doesn't integrate, alienates existing team,
frustrated by pace of progress
O U T C O M E 2 : N E G A T I V E
E X A M P L E S C E N A R I O
A traditional business attempting to undergo a digital transformation
hire a maverick

11. TheCandidate.2019
WANT VS. NEED
“I would want to be a part of a team where there is greater flexibility
as part of the role (i.e. working from home at my own hours while
conforming to what's required for the business). Ideally, the corporate
culture, beliefs and values should be similar to that of User
Conversion.”
-Anonymous Candidate
I N T E R N A L B I A S
Is that cultural value genuinely complimentary to my/our
experience of work life, or does it just sound attractive on paper

12. TheCandidate.2019
WANT VS. NEED
· Completely flexible working options
· Collaborative environment that promotes the sharing of knowledge
· Understand people work best in different ways; trust them to find their own path
U S E R C O N V E R S I O N
Questioning the status quo when it comes to cultural values
S O U N D S F A N T A S T I C !
But is what we want, what we need?
I T I S A L L S U B J E C T I V E
There is no "perfect" culture.

13. TheCandidate.2019
BUILDING SOMETHING BIGGER
60% of respondents in our research have had to recruit analytical talent from
outside of the region
S K I L L S S H O R T A G E I N T H E N O R T H W E S T
Start with your own back yard; build a wider community who are culture
considerate
H O W C A N W E H E L P ?
Attend events, speak to people, spread the word
B E A C T I V E I N T H E N E T W O R K

14. “One of the reasons why Manchester is appealing to me (compared to
London) is because of the small, tightly-knit community of analysts,
who have regular "think" sessions and meet-ups that inspire learning
and the exchange of ideas on best practice.
It allows conversation to flow more freely - people aren't vying for
roles, they're talking data and exploring issues they can solve better
together.
When I've attended them in the past, I've fallen in love with the
community, because I felt like I had a voice. It doesn't matter what
brand you come from - it's all analytics in the end.”
-Relocator from London

15. Appreciate the amount of
agency an individual can
have on a wider team
T W O
Continue to curate a
supportive culture in the
North West
T H R E E
The Candidate, 2019
Take a step back and
consider cultural values
from the right perspective
O N E

16. CONTACT US
07867485645
P H O N E N U M B E R
leifr@thecandidate.co.uk
E M A I L A D D R E S S
www.thecandidate.co.uk
W E B S I T E A D D R E S S
Get in touch to claim
your free copy of the
North West Marketing
Analytics Sector Survey
White Paper @AnalyticsLeif
T W I T T E R