Ian Priest: Winning the war for talent
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The IPA hosted its Talent Adaptathon at Altitude in London on 7th October 2014 in association with Daniel Marks London. IPA President Ian Priest (International MD, Chime Communications) talked about winning the war for talent to wrap up his ADAPT agenda. Get involved by visiting the Hub www.ipa.co.uk/adapt/talent and on Twitter #ipadapt.
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Ian Priest: Winning the war for talent
- 1. Winning the war for talent Ian Priest IPA President Founding Partner VCCP Group COO of CSM
- 2. My ADAPT agenda Who are we talking to? The marketing and communications industry What do we want to achieve? Better commercial creativity Why? To reshape the business model to reflect an evolving and dynamic industry How do we do that? By adapting faster and better in 5 key areas
- 3. The 5 key areas A Alliances less pitches /more partnerships D Diversification less one-dimensional/more multi-dimensional A Agility less set piece/more real time P Performance less time-based/more value-based T Talent less traditional/more diverse
- 4. Adaptathon Schedule 3rd October 2013 Alliances Adaptathon+experiments 3rd /4th /5th February 2014 Diversification Adaptathon+experiments 7th/ 8thMay 2014 Agility Adaptathon+experiments 8th July 2014 Performance Adaptathon+experiments 7thOctober 2014 Talent Adaptathon+experiments
- 6. Less traditional, more diverse
- 7. We are doing lots already
- 9. Setting the wider context
- 10. Less traditional, more diverse • Age • Gender • Culture • Skills
- 12. The Digital revolution Online in 60 seconds Source: Qmee, PC Magazine, GO-gulf, Business Insider, The Daily Mail, 4MAT and Intel Corp
- 15. Better together • Industry wide • Co-ordinated initiatives • Celebrate talent • Client engagement • Job swaps • Joint training
- 16. Who we represent People Management Business Management Allies and Intermediaries
- 17. Our narrative flow Provocation Inspiration Exploration Experimentation
- 18. Your participation in three AdaptLabs AdaptLabs • Filling the future skills gap led by Mark Bell, Experience Planning Director, Dare and Chairman IPA Digital Business Group • Retaining talent led by Andrew Pinkess, Director of Business Innovation, AMV BBDO and Group Co-chair IPA Professional Development Group • Making the Industry more diverse led by Julian Douglas, Vice-Chair, VCCP Partnership and IPA Diversity Forum
Editor's Notes
- Commercial creativity is at the heart of my Presidential Agenda for the IPA. My ambition is to increase our strike rate – better commercial creativity MORE OF THE TIME, and IN NEW WAYS Here’s my ADAPT strategy….
- Which means that I’m going to be focusing on 5 key areas
- For agencies to achieve greater commercial creativity they need better talent, drawn from a more diverse and broader talent pool. The better the talent, the better the work.
- Doing lots already Adschool for 2nd year students AdAcademy for Graduates Creative Pioneers for school levers IPA – CPD – courses, qualifications and mentoring
- We are in a highly competitive world. Can we attract the top talent in the way we used to?
- Age As an industry we know :- Average age of employees is 34. 10% increase in number of employees under 25. What about the older end? 100 school leavers come into the industry via creative pioneers – why not 1,000 Gender Males 51.4%. Female 48.6%. But only 22% of women are at the top level. How can we retain female work force? IPA Council is 33% female 90% of digital and web programmers are male. 75% males in creative roles 96% of HR female. 62% Account Handling female International We estimate that c 13% of employees are from outside the UK, but this is increasing with new talent emerging ie creative talent from Brazil Culture We more or less match the national average of 13% when it comes to Black Asian Minority and Ethnic (BAME) but differs greatly by region city. We will discuss more today but do we need a 5 year plan? Broader Skills 1,000 graduates come into the industry but need to attract a broader skill base Statisticians, mathematicians and computer scientists for online trading platforms Network engineers and behavioural scientists to develop new insights Economists and econometricians
- The BAME population in the UK has more than doubled in the last 30 year and is expected to double again by 2045. 2 in 5 BAMEs live in London (40%) BAME = British Asian Minority Ethnic
- The term digital is now redundant It’s the norm not the exception But is the technology advancing faster than the human competency to embrace it? Is this the issue for Google and for agencies? 10% of the agency work force is now pure play digital. Data analytics, data management, online trading, multi platform communications all require new skillsets Need to reflect the always on agile consumer – chart shows global on-line activity that is happening in one minute
- The Idea that new technologies are increasing inequality isn’t new. In the 2000s economists began to observe that machines were having an unusual effect on labour markets. Ken Autor an MIT economist observed that technology was more likely to destroy middling jobs than high-end or low-end jobs. More likely to replace routine work, like bookkeeping than non routine like nursing or investment banking, and that routine jobs were more likely to be middle income. If machines are doing the routine jobs, we would be left with the greater inequality jobs that remain. Left with ‘lovely jobs’ and ‘lousy jobs’. Foxconn the giant Taiwanese manufacturer of Apple products is planning to deploy a million robots in its factories in China. Amazon acquired a robotics firm raising the prospect of robots managing the firm’s vast warehouses. Research from Oxford University suggests that 47% of American jobs might fall prey to technology in the future. UK less alarming at 36% Google acquired Boston Dynamics (a manufacturer of military robots whose captivating sinister robot dogs and walkers have become a YouTube mainstay) and working to commercialise the self driving car. The Robot Hypothesis seems here to stay.
- Retention Our industry av churn rate is c 30% vs UK average of only 10% IPA Qualifications play a big role in retaining staff 10,000 IPA qualifications – why not 20,000? IPA issued its 10,000 qualification certificate. Just under half of the total member agency workforce of 21,000 has some form of IPA professional qualification. .
- Brought together key influencers in the talent arena at consultative dinner in March that has helped shaped our thinking. Many of them are here today and participating in the Labs. SEO(Sponsors for Educational Opportunity) Education and Employers High Fliers Creative Skillset, Ideas Foundation and Marketing Academy
- Who we represent in the room? People responsible for People Management (from HR roles) Business Management (MD’s and Client Service) Allies representing external groups, recruiters and training coming together to help us to find solutions