Is there a conflict in agency staffing strategies? Agencies need broadly educated people to create big ideas. And they need craft trained people to implement those ideas. What should they look for in entry level hiring?
Here are some thoughts on this challenging question.
Talent Sourcing and Matching - Artificial Intelligence and Black Box Semantic...Glen Cathey
A deep dive into resume and LinkedIn sourcing and matching solutions claiming to use artificial intelligence, semantic search, and NLP, including how they work, their pros, cons, and limitations, and examples of what sourcers and recruiters can do that even the most advanced automated search and match algorithms can't do. Topics covered include human capital data information retrieval and analysis (HCDIR & A), Boolean and extended Boolean, semantic search, dynamic inference, dark matter resumes and social network profiles, and what I believe to be the ideal resume search and matching solution.
The Era of Talent Intelligence: Bullhorn Engage SlidesLinkedIn Europe
Event: Bullhorn Engage London 2018
Speakers: Phil Edwards & Darren Connolly
Over the last few years, the recruitment industry has been adapting to increasingly complex challenges when it comes to attracting and placing talent. As the market becomes more and more competitive, LinkedIn believes the next wave of recruiting innovation lies in the use of data-driven insights to power talent and strategic business decisions. This is the era of talent intelligence.
Hear about the changes in the recruitment industry, trends in the new era of work, and how recruiters can make data and insights actionable.
Talent Sourcing and Matching - Artificial Intelligence and Black Box Semantic...Glen Cathey
A deep dive into resume and LinkedIn sourcing and matching solutions claiming to use artificial intelligence, semantic search, and NLP, including how they work, their pros, cons, and limitations, and examples of what sourcers and recruiters can do that even the most advanced automated search and match algorithms can't do. Topics covered include human capital data information retrieval and analysis (HCDIR & A), Boolean and extended Boolean, semantic search, dynamic inference, dark matter resumes and social network profiles, and what I believe to be the ideal resume search and matching solution.
The Era of Talent Intelligence: Bullhorn Engage SlidesLinkedIn Europe
Event: Bullhorn Engage London 2018
Speakers: Phil Edwards & Darren Connolly
Over the last few years, the recruitment industry has been adapting to increasingly complex challenges when it comes to attracting and placing talent. As the market becomes more and more competitive, LinkedIn believes the next wave of recruiting innovation lies in the use of data-driven insights to power talent and strategic business decisions. This is the era of talent intelligence.
Hear about the changes in the recruitment industry, trends in the new era of work, and how recruiters can make data and insights actionable.
When it comes to investing in diversity, 71% of talent professionals
report that achieving gender parity* at their company is a
top priority.1 And while there is a long way to go to get there, a
thoughtful, data-driven recruiting strategy can help you make
meaningful gains toward that goal.
To understand how gender impacts the candidate journey, we
analyzed LinkedIn data on billions of interactions between
companies and candidates from job applications to recruiter
outreach and hires. The results show that while women and men
explore opportunities similarly, there’s a clear gap in how they apply
to jobs — and in how companies recruit them.
The good news is that this data is actionable. This report will help
you improve every step of the job seeker journey on LinkedIn, from
how you position your employer brand and interact with candidates,
to benchmarking your gender diversity hiring goals against your
industry. Your push for #BalanceForBetter can start today.
Impress Me or You're Dead — 5 Ways Recruiting Is Morphing Into MarketingHuman Capital Media
It’s an ugly truth — in the traditional applicant tracking system-friendly world, recruiters hold the power. Emboldened by technology that allows them to view resumes faster than a grocery store clerk scans a can of vegetables, recruiters typically spend five seconds or less evaluating each resume for a “fit” to the job in question. Could it get less personal?
But wait. Payback, as they say around the neighborhood, is, well, it’s full of retribution. Great candidates are increasingly making quick judgments about recruiters and the companies for which they work, often before a recruiter can pitch the job in question. What’s going on?
Join us for this webcast hosted by Kris Dunn of the award-winning recruiting blog “Fistful of Talent,” and we’ll give you the 411 on:
How social media and third-party sites like Glassdoor are creating transparency related to which companies are “employers of choice” for great talent.
How the best recruiters are starting to think like marketers, proactively nurturing passive candidates and truly building an employment brand.
Why that employment brand matters in today’s world and what branding elements are present in employers that are viewed as authentic by star candidates.
The top five marketing techniques recruiters must know to find and hire top talent.
How the right technology helps you survive the new rules for how great candidates judge and treat recruiters.
Impress them or you’re dead. Recruiters used to have the power, and maybe they still do with average talent. But if you want to land the best talent as a recruiter, you’re also being judged and evaluated by candidates. Join us for this Workforce webcast, and we’ll show you what your company can do to be successful and what you have to do to deliver great talent.
Welcome to the Fast Future: The Anticipatory Accounting and Finance ProfessionalBill Sheridan, CAE
From the Montana Society of CPAs' Industry Conference: Recent research says our business environment will be characterized by “unprecedented, massive and highly accelerated change” through 2025. To thrive in this new age of hyper-change and growing uncertainty, it is now imperative that leaders learn a new skill – how to accurately anticipate the future. This session will show you how to anticipate future trends and move from being a crisis manager to an opportunity manager.
In today’s marketplace agencies need a broader range of skills than ever. Yet the cost of hiring specialized talent is prohibitive. Can strategic alliances cure this dilemma?
Here are some thoughts on strategic alliances that may be helpful.
Agency talent churn is coming. The Great Recession has bred hordes of restless agency staffers. These valuable people are getting ready to seek better jobs.
Here are some thoughts on addressing this problem.
Conventional wisdom teaches us to avoid ambiguity. Clarity of facts and process is highly valued, particularly by young agency people. Yet we know that ambiguity can be a stimulus to creative thinking.
Here are some thoughts on how ambiguity can work for your advertising agency.
Have the words “advertising agency” lost their meaning? And their relevance? Is it a category name in decline? And if so, what should service firms in this field be called? Both now and into the future.
Here are some thoughts on these vexing questions.
Advertising agencies rise or fall on the quality of their people. An agency's professional staff is its most important asset.
This presentation addresses how agencies can attract, retain and grow the kind of talent they need to for long-term success
Agency business models aren't working the way they used to. The market has shifted. And to remain relevant and competitive, agencies need to shift, too.
This whitepaper addresses how a fresh look at agency business management can make a difference.
Professional Interview Essay
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The competition for bright young agency talent is fierce. Yet many of the mentors that historically helped young talent are now gone. And if talent development is diminished, the future looks bleak.
Here are some thoughts on mentoring that may help your agency.
When it comes to investing in diversity, 71% of talent professionals
report that achieving gender parity* at their company is a
top priority.1 And while there is a long way to go to get there, a
thoughtful, data-driven recruiting strategy can help you make
meaningful gains toward that goal.
To understand how gender impacts the candidate journey, we
analyzed LinkedIn data on billions of interactions between
companies and candidates from job applications to recruiter
outreach and hires. The results show that while women and men
explore opportunities similarly, there’s a clear gap in how they apply
to jobs — and in how companies recruit them.
The good news is that this data is actionable. This report will help
you improve every step of the job seeker journey on LinkedIn, from
how you position your employer brand and interact with candidates,
to benchmarking your gender diversity hiring goals against your
industry. Your push for #BalanceForBetter can start today.
Impress Me or You're Dead — 5 Ways Recruiting Is Morphing Into MarketingHuman Capital Media
It’s an ugly truth — in the traditional applicant tracking system-friendly world, recruiters hold the power. Emboldened by technology that allows them to view resumes faster than a grocery store clerk scans a can of vegetables, recruiters typically spend five seconds or less evaluating each resume for a “fit” to the job in question. Could it get less personal?
But wait. Payback, as they say around the neighborhood, is, well, it’s full of retribution. Great candidates are increasingly making quick judgments about recruiters and the companies for which they work, often before a recruiter can pitch the job in question. What’s going on?
Join us for this webcast hosted by Kris Dunn of the award-winning recruiting blog “Fistful of Talent,” and we’ll give you the 411 on:
How social media and third-party sites like Glassdoor are creating transparency related to which companies are “employers of choice” for great talent.
How the best recruiters are starting to think like marketers, proactively nurturing passive candidates and truly building an employment brand.
Why that employment brand matters in today’s world and what branding elements are present in employers that are viewed as authentic by star candidates.
The top five marketing techniques recruiters must know to find and hire top talent.
How the right technology helps you survive the new rules for how great candidates judge and treat recruiters.
Impress them or you’re dead. Recruiters used to have the power, and maybe they still do with average talent. But if you want to land the best talent as a recruiter, you’re also being judged and evaluated by candidates. Join us for this Workforce webcast, and we’ll show you what your company can do to be successful and what you have to do to deliver great talent.
Welcome to the Fast Future: The Anticipatory Accounting and Finance ProfessionalBill Sheridan, CAE
From the Montana Society of CPAs' Industry Conference: Recent research says our business environment will be characterized by “unprecedented, massive and highly accelerated change” through 2025. To thrive in this new age of hyper-change and growing uncertainty, it is now imperative that leaders learn a new skill – how to accurately anticipate the future. This session will show you how to anticipate future trends and move from being a crisis manager to an opportunity manager.
In today’s marketplace agencies need a broader range of skills than ever. Yet the cost of hiring specialized talent is prohibitive. Can strategic alliances cure this dilemma?
Here are some thoughts on strategic alliances that may be helpful.
Agency talent churn is coming. The Great Recession has bred hordes of restless agency staffers. These valuable people are getting ready to seek better jobs.
Here are some thoughts on addressing this problem.
Conventional wisdom teaches us to avoid ambiguity. Clarity of facts and process is highly valued, particularly by young agency people. Yet we know that ambiguity can be a stimulus to creative thinking.
Here are some thoughts on how ambiguity can work for your advertising agency.
Have the words “advertising agency” lost their meaning? And their relevance? Is it a category name in decline? And if so, what should service firms in this field be called? Both now and into the future.
Here are some thoughts on these vexing questions.
Advertising agencies rise or fall on the quality of their people. An agency's professional staff is its most important asset.
This presentation addresses how agencies can attract, retain and grow the kind of talent they need to for long-term success
Agency business models aren't working the way they used to. The market has shifted. And to remain relevant and competitive, agencies need to shift, too.
This whitepaper addresses how a fresh look at agency business management can make a difference.
Professional Interview Essay
Professional Writing Essay
Health Care Professionals Essay
My Professional Goals Essay
Professional Essay examples
Human Services Essay
The competition for bright young agency talent is fierce. Yet many of the mentors that historically helped young talent are now gone. And if talent development is diminished, the future looks bleak.
Here are some thoughts on mentoring that may help your agency.
Have we let advertising agencies become dinosaurs? Marketers are looking for effective business solutions, speed and low cost. While many agencies are still enamored by growth in size, stature and heft.
Here are some thoughts on how agencies can close this gap.
Increasingly, marketers are using the RFP process when selecting an agency. And that can be a big hassle. Yet many excellent long-term agency/client relationships are still forged without RFPs..
Here are some thoughts on minimizing RFP frustrations.
Increasingly, marketers are using the RFP process when selecting an aagency. And that can be a big hassle. Yet many excellent long-term agency/client relationships are still forged without RFPs..
Here are some thoughts on minimizing RFP frustrations.
What You Should Expect from Your Advertising Agency Account ExecutivesCarlton Associates Inc
The role of the agency account executive is changing. Yet many agencies have not yet profiled what their AEs of the 21st Century should be like. Or what they should expect from them.
Here are some thoughts on creating that profile and establishing expectations.
Increased marketer use of short-term project assignments has made advertising agency income less predictable. Yet fixed costs stay the same. Hollywood faced this problem and changed to a less risky and more rewarding business model.
Here’s how what worked for Hollywood could work for advertising agencies.
It’s not easy being an account executive. Today, the once mighty account service function is searching for a meaningful role. And, for many, the road ahead looks bleak. But it doesn’t have to be.
Here’s a formula that can brighten the future for account executives and the agencies they work for.
The competition for bright young agency talent is fierce. Yet many of the mentors that historically helped young talent are now gone. And if talent development is diminished, the future looks bleak.
Here are some thoughts on mentoring that may help your agency.
The definition of the word client sounds easy. But it isn’t. The word has different meanings depending on the circumstances. This causes confusion and costly misunderstandings, particularly among junior agency people.
Here’s how better definition can bring better client understanding.
Marketers are swimming in data. Yet historical data alone will not show the way to future marketplace success. Intuition is needed.
And this presentation shows how to effectively link data and intuition for the kind of innovative success that every marketer needs.
Cracking the Workplace Discipline Code Main.pptxWorkforce Group
Cultivating and maintaining discipline within teams is a critical differentiator for successful organisations.
Forward-thinking leaders and business managers understand the impact that discipline has on organisational success. A disciplined workforce operates with clarity, focus, and a shared understanding of expectations, ultimately driving better results, optimising productivity, and facilitating seamless collaboration.
Although discipline is not a one-size-fits-all approach, it can help create a work environment that encourages personal growth and accountability rather than solely relying on punitive measures.
In this deck, you will learn the significance of workplace discipline for organisational success. You’ll also learn
• Four (4) workplace discipline methods you should consider
• The best and most practical approach to implementing workplace discipline.
• Three (3) key tips to maintain a disciplined workplace.
Affordable Stationery Printing Services in Jaipur | Navpack n PrintNavpack & Print
Looking for professional printing services in Jaipur? Navpack n Print offers high-quality and affordable stationery printing for all your business needs. Stand out with custom stationery designs and fast turnaround times. Contact us today for a quote!
Improving profitability for small businessBen Wann
In this comprehensive presentation, we will explore strategies and practical tips for enhancing profitability in small businesses. Tailored to meet the unique challenges faced by small enterprises, this session covers various aspects that directly impact the bottom line. Attendees will learn how to optimize operational efficiency, manage expenses, and increase revenue through innovative marketing and customer engagement techniques.
RMD24 | Debunking the non-endemic revenue myth Marvin Vacquier Droop | First ...BBPMedia1
Marvin neemt je in deze presentatie mee in de voordelen van non-endemic advertising op retail media netwerken. Hij brengt ook de uitdagingen in beeld die de markt op dit moment heeft op het gebied van retail media voor niet-leveranciers.
Retail media wordt gezien als het nieuwe advertising-medium en ook mediabureaus richten massaal retail media-afdelingen op. Merken die niet in de betreffende winkel liggen staan ook nog niet in de rij om op de retail media netwerken te adverteren. Marvin belicht de uitdagingen die er zijn om echt aansluiting te vinden op die markt van non-endemic advertising.
"𝑩𝑬𝑮𝑼𝑵 𝑾𝑰𝑻𝑯 𝑻𝑱 𝑰𝑺 𝑯𝑨𝑳𝑭 𝑫𝑶𝑵𝑬"
𝐓𝐉 𝐂𝐨𝐦𝐬 (𝐓𝐉 𝐂𝐨𝐦𝐦𝐮𝐧𝐢𝐜𝐚𝐭𝐢𝐨𝐧𝐬) is a professional event agency that includes experts in the event-organizing market in Vietnam, Korea, and ASEAN countries. We provide unlimited types of events from Music concerts, Fan meetings, and Culture festivals to Corporate events, Internal company events, Golf tournaments, MICE events, and Exhibitions.
𝐓𝐉 𝐂𝐨𝐦𝐬 provides unlimited package services including such as Event organizing, Event planning, Event production, Manpower, PR marketing, Design 2D/3D, VIP protocols, Interpreter agency, etc.
Sports events - Golf competitions/billiards competitions/company sports events: dynamic and challenging
⭐ 𝐅𝐞𝐚𝐭𝐮𝐫𝐞𝐝 𝐩𝐫𝐨𝐣𝐞𝐜𝐭𝐬:
➢ 2024 BAEKHYUN [Lonsdaleite] IN HO CHI MINH
➢ SUPER JUNIOR-L.S.S. THE SHOW : Th3ee Guys in HO CHI MINH
➢FreenBecky 1st Fan Meeting in Vietnam
➢CHILDREN ART EXHIBITION 2024: BEYOND BARRIERS
➢ WOW K-Music Festival 2023
➢ Winner [CROSS] Tour in HCM
➢ Super Show 9 in HCM with Super Junior
➢ HCMC - Gyeongsangbuk-do Culture and Tourism Festival
➢ Korean Vietnam Partnership - Fair with LG
➢ Korean President visits Samsung Electronics R&D Center
➢ Vietnam Food Expo with Lotte Wellfood
"𝐄𝐯𝐞𝐫𝐲 𝐞𝐯𝐞𝐧𝐭 𝐢𝐬 𝐚 𝐬𝐭𝐨𝐫𝐲, 𝐚 𝐬𝐩𝐞𝐜𝐢𝐚𝐥 𝐣𝐨𝐮𝐫𝐧𝐞𝐲. 𝐖𝐞 𝐚𝐥𝐰𝐚𝐲𝐬 𝐛𝐞𝐥𝐢𝐞𝐯𝐞 𝐭𝐡𝐚𝐭 𝐬𝐡𝐨𝐫𝐭𝐥𝐲 𝐲𝐨𝐮 𝐰𝐢𝐥𝐥 𝐛𝐞 𝐚 𝐩𝐚𝐫𝐭 𝐨𝐟 𝐨𝐮𝐫 𝐬𝐭𝐨𝐫𝐢𝐞𝐬."
Discover the innovative and creative projects that highlight my journey throu...dylandmeas
Discover the innovative and creative projects that highlight my journey through Full Sail University. Below, you’ll find a collection of my work showcasing my skills and expertise in digital marketing, event planning, and media production.
The world of search engine optimization (SEO) is buzzing with discussions after Google confirmed that around 2,500 leaked internal documents related to its Search feature are indeed authentic. The revelation has sparked significant concerns within the SEO community. The leaked documents were initially reported by SEO experts Rand Fishkin and Mike King, igniting widespread analysis and discourse. For More Info:- https://news.arihantwebtech.com/search-disrupted-googles-leaked-documents-rock-the-seo-world/
Attending a job Interview for B1 and B2 Englsih learnersErika906060
It is a sample of an interview for a business english class for pre-intermediate and intermediate english students with emphasis on the speking ability.
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Vat Registration is a legal obligation for businesses meeting the threshold requirement, helping companies avoid fines and ramifications. Contact now!
https://viralsocialtrends.com/vat-registration-outlined-in-uae/
Implicitly or explicitly all competing businesses employ a strategy to select a mix
of marketing resources. Formulating such competitive strategies fundamentally
involves recognizing relationships between elements of the marketing mix (e.g.,
price and product quality), as well as assessing competitive and market conditions
(i.e., industry structure in the language of economics).
[Note: This is a partial preview. To download this presentation, visit:
https://www.oeconsulting.com.sg/training-presentations]
Sustainability has become an increasingly critical topic as the world recognizes the need to protect our planet and its resources for future generations. Sustainability means meeting our current needs without compromising the ability of future generations to meet theirs. It involves long-term planning and consideration of the consequences of our actions. The goal is to create strategies that ensure the long-term viability of People, Planet, and Profit.
Leading companies such as Nike, Toyota, and Siemens are prioritizing sustainable innovation in their business models, setting an example for others to follow. In this Sustainability training presentation, you will learn key concepts, principles, and practices of sustainability applicable across industries. This training aims to create awareness and educate employees, senior executives, consultants, and other key stakeholders, including investors, policymakers, and supply chain partners, on the importance and implementation of sustainability.
LEARNING OBJECTIVES
1. Develop a comprehensive understanding of the fundamental principles and concepts that form the foundation of sustainability within corporate environments.
2. Explore the sustainability implementation model, focusing on effective measures and reporting strategies to track and communicate sustainability efforts.
3. Identify and define best practices and critical success factors essential for achieving sustainability goals within organizations.
CONTENTS
1. Introduction and Key Concepts of Sustainability
2. Principles and Practices of Sustainability
3. Measures and Reporting in Sustainability
4. Sustainability Implementation & Best Practices
To download the complete presentation, visit: https://www.oeconsulting.com.sg/training-presentations
Sustainability: Balancing the Environment, Equity & Economy
Should You Hire an Anthropologist?
1. Should You Hire an Anthropologist?
by
Mike Carlton
School Days
One of my Mother’s favorite brothers was an engineer. And she really hoped I
would become an engineer, too. Like many kids, when I finished high school I
had no idea what I wanted to do with my life. So, it pleased my mother greatly
when I enrolled in the College of Engineering at the University of Delaware.
Now, I have never been very good at math. And it quickly became clear that
differential equations were going to be my downfall. At that time, anyone flunking
out of college had a good chance of being drafted into the Army and sent off to
Korea or Greenland for a few years.
The College of Arts and Science
With that specter looming, I quickly hustled myself across campus and talked my
way into a mid-semester transfer to the College of Arts and Science. Their
curriculum was pretty well fixed for the first few years with required courses like
history, literature, composition, psychology, geography, philosophy and at least
four semesters of a foreign language.
In those days Delaware did not have a separate business school but the College
of Arts and Sciences did offer some business courses at the Junior and Senior
level. I discovered that I really enjoyed marketing and even though I didn’t like
math, for reasons I did not understand at the time, I took a liking to statistics.
I ended up with a BS in Business with a leaning towards marketing. But in
retrospect, most of my time had been spent in liberal arts courses.
What to Do Next?
After doing my military time as an Army Officer I had to get serious about landing
a job. My Dad had been in the agency business and he had always enjoyed his
work. So, I decided to try that, but I wanted to do it without any help from Dad.
I quickly learned the meaning of rejection. After trooping with little success
through all the big agencies in New York, I was finally offered a job by a very
small agency in the Midwest. My first assignment was to clean up a big mess in
their magazine library. And for that I was paid minimum wage.
But I was employed. And off on the start of my career.
1
2. Advertising School
One problem. I didn’t know anything about advertising. I had never taken a
course in advertising. Since I wanted to keep my job, I hurried over to the local
ad club and signed up for their evening classes in advertising and PR.
One important benefit that I didn’t expect was at the ad school I met the
wonderful young woman who became my wife.
Best investment I ever made!
Work Environment
Right from the start I was delighted by the people I worked with at the agency.
They were exceptionally bright, inquisitive people. Interaction with them was
stimulating, inspiring and often challenging. They were fast moving and fast
thinking. Everyone was always on their mental toes.
We worked hard. Nights and weekends were not unusual. It was an
environment in which each of us had to keep our brain working full time. It wasn’t
always easy. But the mental tiredness at the end of the day felt good.
These folks were fun to be with. They were genuinely nice, caring people, too.
I had stumbled into an ideal work situation. I couldn’t get over my good luck.
Diverse Educational Backgrounds
I soon learned that their interesting points of view sprang from their diverse
educational backgrounds. They came from all kinds of colleges and universities.
They had studied things like architecture, philosophy, religion, literature, political
science, music, history, theater, psychology, mathematics and sociology.
From their keen sense of the humanities, everything started with an almost
personal, and sometimes emotional, connection to the client’s customers. Our
team brought their understandings and empathy for the conditions of humankind
to all their thinking. And thus to our little agency’s solutions for our clients.
I was surrounded by true renaissance people.
As I recall, none of these folks had a degree in advertising. And I think maybe
only one, and possibly two, had studied journalism.
So to build and maintain our craft skills, our agency generally sent each of us
away to appropriate craft seminars a couple times a year.
2
3. Fast-Forward to Today
I really enjoy working with young agency talent. For a number of years I have
been an instructor for open enrollment agency training seminars as well as in-
house sessions. One of the things we always ask the students to tell us about is
their educational background.
Interestingly, over the years we have seen a steady increase in the number of
young agency people with degrees in advertising, mass communications and
journalism and a corresponding decrease in those with liberal arts backgrounds.
Why?
If this is a trend, the obvious questions are; Why is this happening? And what
are the implications for the agency industry? As well as the implications for the
young talent entering the business? And their future careers?
What Agency Leaders Say
When we ask agency leaders about this the typical response is, “We need entry
level people who can hit the ground running. We can’t waste time while they
learn about the craft of advertising.” Or, “People with a liberal arts education just
take too long to come up to speed.”
What Young Agency Talent Says
When asked the same questions the typical response is, “I have big college
loans to pay off and I need a good job quickly. It is easier to get a job with an
advertising, journalism or mass communications degree than with one in liberal
arts.” Or, “With a liberal arts degree you need to go on to graduate school or
expect to have to spend a couple of years working at McDonald’s before you can
find a real job.”
Education vs. Training
Is this an indication that our industry has shifted the entry criteria for its young
people from education to training? Have we come to value doing over thinking?
At this point it might be helpful to step back and take a look at the meaning of the
words education and training. Here is what Wikipedia has to say:
“Education is any act or experience that has a formative effect
on the mind, character or physical ability of an individual. In its
3
4. technical sense education is the process by which society
transmits its accumulated knowledge, skills and values from
one generation to another.”
“Training refers to the acquisition of knowledge, skills and
competencies as a result of teaching of vocational or practical
skills and knowledge that relate to specific useful
competencies. It forms the core of apprenticeships and
provides the backbone of content at institutes of technology.”
Interesting. The definition for education uses terms like “formative effect
on the mind” while the definition for training uses terms like “teaching of
vocational or practical skills.” Some substantial differences here.
Differences that can say a lot about our industry’s strategic direction and
business model. As well as its future relevance.
What Do Agencies Want? And Need?
This raises the questions of what is best for an agency. Should there be a
bias for broadly educated entry level people? Or should there be a bias
for specifically trained entry level people? Or should it be balanced
between the two? Or should all starting agency people be both broadly
educated and specifically trained? And is that possible? Or practical?
What We See
While this is just anecdotal, in our work with many agencies over many
years it is obvious that the more responsible the agency position the more
likely the person is to have a liberal arts education.
Conversely, the more junior the person’s position the more likely that
individual is to have a degree in the craft skills.
It seems that the craft trained folks start out faster but somehow are less
likely to progress to significantly greater responsibilities. While the folks
with liberal arts backgrounds start much more slowly but seem to be able
to eventually move to higher responsibilities.
You might want to check to see if this pattern exists in your agency.
The Tortoise and the Hare
Have we inadvertently created a tortoise and hare situation for our young agency
people? One that can potentially backfire in the long run?
4
5. Unquestionably, young folks with craft skills can become useful more quickly
than those without them. But should we be asking ourselves how well prepared
craft biased folks are for the human sensitivities and mental gymnastics that will
ultimately be required if they are to make a career of the agency business?
And in an environment where elements of the craft technologies are changing
almost daily what will happen if their craft skills become outdated? Will feeding
an agency’s talent pool with a bias toward craft skills be the best way to generate
the big ideas that likely will be the ultimate measure of the agency’s success?
Agency Magic Dust
Agencies get hired for their big ideas. Ideas that can change the behaviors of the
marketer’s customers. Agencies are differentiated by the quality and
effectiveness of their big ideas. This is their core value. And this is their magic
dust. That is what marketers want. And they fire agencies that don’t give them
those big ideas.
Yet ironically, it is estimated that 80% of most agencies’ gross income comes
from implementation work, not from conceiving the big ideas themselves.
This is a strange business model. Being meagerly paid for the high value front-
end intellectual work, while relying on compensation from the low value back-end
implementation work. In effect selling the big ideas for the hourly billing the
implementation of them will generate.
With this reliance on implementation work, perhaps it is no wonder that agencies
are looking for entry people who already have craft skills. They can, in fact, hit
the ground running and immediately generate implementation income.
But, does this ignore where the big ideas will come from? Both now and into the
future?
Two Big Problems
Unfortunately, if that model is being used it carries with it two big problems:
1. First and most important is that implementation is a commodity. It
contains little exclusive intellectual content. Its value is not
protectable. And so like all commodities, low price inevitably
becomes its key selection criteria. With no bottom in sight.
This reality is played out every day as clients increasingly pressure
agencies to reduce their hourly rates. And most agencies are ill
prepared to play, much less win, the commodity pricing game.
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6. 2. Second, craft skills can be fleeting. Technology has profoundly
changed how communications programs are implemented. And
that rate of change is not only continuing it is accelerating.
Thus, the useful life of many craft skills is diminishing. An in-
demand craft skill today may become irrelevant in just a few years.
Thus, a lot of craft skills are rapidly deteriorating assets. Both for
agencies as well as the individuals that possess those skills.
Not a pretty picture for young folks entering the business today to know that
much of what they have been trained to do may well become unneeded in the
near future.
Is that the kind of career you would like to be embarking on?
The One Constant
Yet in all this technology driven turmoil there is one unchanging constant. It is
the unwavering beacon of hope and inspiration for all advertising and marketing
practitioners.
That constant is the human mind of the consumer!
Let me say that again;
The one constant is the human mind of the consumer!
For as far back in history as we can see the mind of the human has not changed
much. The fundamentals of life, food, health, shelter, family, love, reproduction,
companionship, parenting, emotion, acceptance, value, contribution are all rock
solid. The way we think, the way we process information, the way we make
decisions, are the same today as they were thousands of years ago.
This has not changed. Nor will it change. Ways of reaching and engaging the
consumer may come and go, but the consumer herself is an enduring anchor.
An anchor that smart agency people grab onto and embrace.
Helping marketers influence the day-to-day commercial behaviors of these
consumers is what advertising agencies and related business are all about.
A Growth Market
The need for people who are able to develop big ideas that will influence
consumer behaviors will grow. Because the consumer market (B to B as well as
B to C) will grow. And continue to grow around the world.
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7. And those folks who are good at creating big ideas will be constantly in demand
and able to command significant compensation. They will have the ingredients
for an enjoyable, rewarding lifetime career.
Conversely, the need for people to implement programs for marketers may very
well shrink. Certainly in the past decade the head count of agency people
charged with implementing work has been declining. And as new technologies
improve efficiency that trend is likely to continue.
And if what they do becomes increasingly commoditized, those individuals will
surely experience downward pressure on both their compensation and job
satisfaction. Not a happy prospect.
Simple Questions
So it comes down to this. What do you want your agency to be like in five years
or so? How much of your gross income do you want to come from big ideas?
And how much should come from implementation?
The answers you come up with should form the basis for your staffing strategy.
The kind of people needed to populate your agency. It is really just that simple.
Who knows, now may be precisely the right time to hire an anthropologist. Or a
mathematician, Or a sociologist.
They just may surprise you with the contribution they can make to your success.
Copyright 2010 Carlton Associates Incorporated
Quotes:
The only constant is the human mind of the consumer.
Have we inadvertently created a tortoise and hare situation for our young agency
people?
Illustration:
A graduating student
Subject:
Agency Whitepaper – Should You Hire an Anthropologist?
Lead in:
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8. Is there a conflict in agency staffing strategies? They need broadly educated
people to create big ideas. And they need craft trained people to implement
those ideas. What should they look for in entry level hiring?
Here are some thoughts on this challenging question.
I hope you enjoy the full text or the condensed video capsule.
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