SYP digital skills june 2011


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Slides outlining results of Skillset's research in 2010 and 2011 on digital skills gaps and shortages for the publishing industry. Produced for the digital skills event run by the Society for Young Publishers, June 2011

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  • What we mean when we say publishing: Books, directories, journals, mags & business media, newspapers, news agencies, mailing lists, information services & other publishing 2,500 companies in books; 2,450 journals & mags Polarised structure of the industry: few really big employers and many, many small businesses 50,500 people in journals & mags; 32,850 in books Based predominantly in London & the South East (oxon) but also Cambridge - 10% in east of england; Bristol & Bath areas - 9% south west Managers & Senior Officials up from 23% in 2007 Mostly specialist roles and senior roles An older workforce who – in our research focus groups – self-identified that they did not feel as comfortable with digital as so-called digital natives. Does this exacerbate the challenge for the industry?
  • Greater proportion recruiting outside of publishing and creative media industries Is it because they can’t get the right skill sets within?
  • Hard to fill occupations: Distribution, sales and marketing 63% Art and design 28% Technical development 26% TO RECAP: Many senior, traditional specialists in the industry Increasing number of managers and senior officials An older workforce that acknowledge they aren’t as comfortable with digital markets & products as ‘digital natives’ Meanwhile, commercial, creative and technical skills lacking in new entrants Meanwhile, back at the office. Does it ever feel like this? …
  • Software packages: rises to 33% in journals & mags and 19% in books 51% of new entrants to publishing have a degree Rises to 65% in journals & mags and 75% in books Can courses provide the right mix of digital skills? What else do you need to consider when applying for jobs?
  • Future skills gaps very similar: 37% sales and marketing 32% software 21% skills developing content for multi platforms 21% technical skills 21% multi-skilling
  • Clearly there are strong commercial imperatives to plug these gaps
  • These are the areas that are most clearly in demand. Assess your skills. Do you have experience in these areas? Worth highlighting these areas or plugging them with training or development. Think about examples that demonstrate your product or brand management. Do you have video, audio or interactive or web skills? Passionate about Digital Object Identifiers? Love technical standards like BIC, ONIX, e-accessibility? Obsessed with IP policy and law – do you know the Digital Economy Bill inside out? Can you demonstrate good commercial instinct with examples. Have you experience of email marketing, social media audience development, SEO, SEM and linking? Most of all, think about the markets you are in, who the customers are (end user as well as retailer or intermediary). Demonstrate you have good customer relationship management techniques, systems knowledge and focus. Thought I’d finish with this video that many of you will have seen which demonstrates this last point beautifully.
  • SYP digital skills june 2011

    1. 1. SYP Digital Skills 27 June 2011
    2. 2. Sources… <ul><li>DCMS Estimates, December 2010 </li></ul><ul><li>IDBR 2009 </li></ul><ul><li>Labour Force Survey 2010 </li></ul><ul><li>Skillset (2010) Creative Media Employer Survey </li></ul><ul><li>Skillset (2010) Creative Media Workforce Survey </li></ul><ul><li>Skillset Publishing Digital Futures (2011) </li></ul>
    3. 3. Publishing: the numbers <ul><li>11,600 companies </li></ul><ul><li>88% employers <10 staff; 2% 100+ staff </li></ul><ul><li>194,650 people working in the industry </li></ul><ul><li>36% based in London & 14% in south east </li></ul><ul><li>38% Associate Professional & Technical roles </li></ul><ul><li>28% Managers & Senior Officials </li></ul><ul><li>67% >35 years old </li></ul>
    4. 4. Recruitment <ul><li>New recruits in 2010 </li></ul><ul><li>21% from Creative Media industries </li></ul><ul><li>43% outside of Creative Media industries </li></ul><ul><li>37% direct from education </li></ul><ul><li>13% had current vacancies </li></ul><ul><li>36% of these hard to fill </li></ul>
    5. 5. Recruitment <ul><li>Reasons vacancies are proving hard to fill: </li></ul><ul><li>92% Lack skills or talent company demands </li></ul><ul><li>83% Lack attitude, motivation or personality </li></ul><ul><li>56% Lack relevant work experience </li></ul>
    6. 6. Introducing the Book
    7. 7. Skills shortages – new entrants <ul><li>31% Sales and marketing skills </li></ul><ul><li>21% Creative talent </li></ul><ul><li>17% Skills using software packages </li></ul><ul><li>16% Multi-skilling </li></ul><ul><li>13% Leadership and management & Finance </li></ul>
    8. 8. Skills gaps in existing workforce <ul><li>69% Sales and marketing skills </li></ul><ul><li>53% Technical skills </li></ul><ul><li>45% Skills using software packages </li></ul><ul><li>38% Business skills </li></ul><ul><li>37% Leadership and management </li></ul><ul><li>29% Multi-skilling </li></ul><ul><li>28% Develop content for multiple platforms </li></ul><ul><li>27% Finance </li></ul>
    9. 9. What happens when there are skills gaps? <ul><li>Causes company to: </li></ul><ul><li>75% delay products </li></ul><ul><li>49% lose business </li></ul><ul><li>48% outsource work </li></ul><ul><li>48% increase costs </li></ul><ul><li>35% difficulty meeting quality standards </li></ul>
    10. 10. @sashers recommendations <ul><li>Product, brand management and development </li></ul><ul><li>Multimedia production </li></ul><ul><li>IP, metadata and tagging </li></ul><ul><li>Data analysis, insight and research </li></ul><ul><li>Ability to price and sell in digital </li></ul><ul><li>Digital marketing </li></ul><ul><li>Customer relationship management </li></ul>
    11. 11. The Future of Publishing by Dorling Kindersley
    12. 12. Thank you <ul><li>@sashers </li></ul><ul><li>@SkillsetSSC </li></ul><ul><li>[email_address] </li></ul><ul><li> </li></ul>