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Archive for July, 2011

The HR Director is the new Marketing Director

July 29th, 2011   By   Filed Under: Employers, Interesting, Weird and Wonderful, The Forum

 You can now watch Tom Fishburne’s full talk at this event here

As part of Dylan’s forum events we are welcoming Tom Fishburne (a.k.a The Marketoonist) from San Francisco. Tom will be giving a specialist talk on behalf of Dylan on how we are all responsible for setting a company’s culture and how essentially the HR department are the new Marketing department! Tom speaks regularly as the Marketoonist about creativity, marketing, and innovation, using his cartoons and marketing career to tell the story visually.  As Tom says, “If a picture tells a thousand words, a cartoon tells a thousand boring PowerPoint slides.”

In preparation for this special event, we spoke to Tom who had this to say:

“I am excited to share my take on how we are all responsible for setting the culture of the businesses where we work.  I speak frequently about marketing, but rarely about the crucial, but often overlooked role of recruiting in how a brand is marketed.

The big focus of my talk for Dylan is how the best brands and businesses “market from the inside out”.  We all work in marketing, no matter our functional expertise.  Everyone in the company has the ability to impact the brand, whether they work in accounts payable or marketing. That means that the HR Director is the new Marketing Director.  Recruitment is as important to how a brand is marketed as creating a marketing plan.

I’ll share a number of examples of homework assignments and other tactics that ensured that the right talent ended up on the team, as well as examples of how recruitment choices produced amazing marketing.”

Tom started drawing cartoons at Harvard Business School by doodling on the backs of business cases.  He later started Marketoonist to develop cartoon campaigns as a form of content marketing.  As example is a Unilever cartoon campaign for career planning.  Other campaigns were developed for Wall Street Journal Asia, Kimberly Clark, Kronos, and Motista.  Tom says, “cartoons have a superhuman ability to break through the clutter.  They thrive in social media, accelerate PR, and cut through email inboxes in a single bound.”

Before Marketoonist, Tom had a 15-year career in consumer marketing in the US and UK.  Most recently, he was VP at Method Products, the innovative home care brand, and he previously led brands at Nestle and General Mills.

We’re delighted to have such a great, world renowned speaker coming to talk to you all, we too can’t wait! What Tom didn’t say when we spoke to him was that his cartoons now reach over 100,000 marketers every week (you may have seen them in Marketing Week) and The Huffington Post ranked his South By Southwest talk the third best of the conference out of 500.

You can find out more about Tom and see more of his work here and see him in action here

The Digital Skills Gap

July 15th, 2011   By   Filed Under: Candidates, Employers, Everyone

The current market place for Digital is an interesting space. Over the last 12 months the demand for Digital has doubled. Integrated agencies have worked hard to develop their Digital offering, pure play Digital Agencies are expending their offerings to be 360 in their approach and Social Media, well, I think we all know that that is the new “cool kid” at School.

So how has this affected the job market? Well, it has created a skills shortage. Over the last 6 months we have 3 jobs for every one Planner, AD or Media expert. If you are looking for a role in PPC then it’s your lucky day as there is a huge demand for your skills.

So what does this mean for companies? It means they need to up-skill staff or hire in digital freelancers to stay with the pack. Training is often seen as time consuming and expensive so the freelance route is often taken as a quick fix and easy way out to filling the skills gap. The problem with being reliant on freelancers for your company’s digital skill set is that their knowledge leaves the building when they do.

Freelancers, to an extent, have a stranglehold over the market place. It’s in their interest to keep freelancing as they can earn more than their permanent counterparts and the Digital Skill Gap continues to flourish.

Some companies have responded to this by bringing in senior Digital suits to up-skill their staff whilst working on live projects. A famous International Marketing Agency has done just this. Alongside their Digital offering they have brought in a permanent Senior Digital suit to concentrate on educating the agency on Digital; getting the ‘off-liners’ talking to and thinking like the ‘on-liners’. The initial outlay of bringing in a permanent suit can be expensive but it is a brilliant and necessary long term investment.

Read more about my thoughts in this great article from Marketing “Filling the digital skills gap”


The Digital Skills Gap

July 13th, 2011   By   Filed Under: Digital, Dylan in the press

Digital skills have been in high demand as Brands start to demand more digital involvement in all campaigns and agencies have responded by clammering for the best talent. In this article from Marketing Magazine Dylan Digital Team Leader, Seb Haire, speak to Peter Crush about how this has produced the “Digital Skills Gap”. Click on the images above to read the full article.

Setting The Record Straight: AWR Myth-Buster

July 12th, 2011   By   Filed Under: Candidates, Employers, Everyone

For an in depth guide to the the Agency Worker’s Regulations you’ll find a great guide from APSCo (Association of Professional Staffing Companies) here But first, to blow a few myths away Alison Treliving, partner at law firm Squire Sanders Hammonds, identifies five common misconceptions agencies have regarding the Agency Workers Regulations:

MYTH: Agency workers will have to point to a comparator in order to bring a claim.

Agency workers will not have to point to a permanent employee doing the same job as them to bring a claim. They will simply have to show that they would, for example, have been paid more if they had been recruited directly by the hirer to do the same job. Being able to point to a comparator could, however, be useful for agencies and hirers defending a claim to show deemed compliance.

MYTH: The regulations are not an issue for agency workers who are on a higher rate of pay than permanent staff.

Although such workers may not be able to bring any claim in respect of their rates of pay, they will still be entitled to holidays and rest breaks. If an agency worker can point to individual elements of pay that are less, for example a lower bonus, then he or she may be able to claim.

MYTH: From October 2011 we are going to be inundated with claims from agency workers.

We are unlikely to see claims coming before tribunals until at least mid mid-2012. Agency workers will not gain the right to equal treatment until they have completed the 12-week qualifying period, which ends around 25 December 2011.

MYTH: Agencies can simply take an agency worker off their books if they start being difficult about their rights under the regulations.

Agencies need to ensure that they do not treat agency workers less favourably because, for example, they make a request for information relating to their treatment or otherwise do something under the regulations. If found liable, an agency could be required to pay compensation to the agency worker.

MYTH: If there is a 12-month qualifying period to receive a bonus, agency workers will have to wait 15 months (i.e. 12 months plus the 12 week qualifying period) before they become eligible to such a bonus.

If there is a 12-month qualifying period to receive a bonus, this is counted from the start of the agency workers assignment. They do not have to wait 15 months.

This forms part of a wider article, Getting down to business on AWR, featured in the summer edition of Recruitment Matters.

The Fine Art of Finding The Right People

July 8th, 2011   By   Filed Under: Candidates, Employers, Everyone, Talented@Talent

The comments by Martin Sorrell (Campaign Live 29.6.11) caught my eye – how refreshing to see someone addressing what is such a major issue in our industry, yet one that doesn’t get the attention it deserves considering that talent is all we sell, in effect.

Ask anyone in media land what the biggest challenge they face in their business is, and I bet ‘finding the right people’ comes near to the top. And ‘nicking staff’ will always be an effective, if uninspiring, way of doing this as companies look to take on a safe bet. A proven candidate will naturally come from a competitor. Employers need to be open to the potential of a broader range of people who can be developed into the next company superstar.

There’s also the argument that by doing something as simple as listening to the needs and desires of employees there wouldn’t be as many gaps to fill and the recruitment merry-go-round would spin a lot slower.

Although there is no substitute to the good old-fashioned face to face interview, using tools like Personality Profile Analysis can help make sure that your ‘safe bet’ really is safe and not a risk that you end up regretting. The cost of losing an employee in their first nine months lies between two and five times their annual salary – recruiting the wrong person is a pricey mistake.

The industry needs to stop burying its head in the sand and think more broadly about recruitment if it wants to avoid this nuclear talent race – right person, right time – shouldn’t be difficult.

Digital Pure-Play vs Integrated

July 1st, 2011   By   Filed Under: Candidates, Employers, Everyone

I clearly don’t have Miles Young’s experience, nor have I been in the industry for 30 years and seen things come and go, however, I do have the fortunate position to be in the middle of the Digital revolution.

I genuinely believe there is a place for pure-play Digital Agencies. Just like there is a place for PR or SP Agencies. The issue isn’t the silo-thinking; it’s how the silo thinking is integrated into the bigger picture.

We need people who live and breathe Digital, people who are so passionate about the discipline that that’s all they know and/or care for. This is how we progress the discipline. We need agencies of excellence that do nothing else than Digital, offering amazing solutions and exciting Ideas.

What we need to be careful of is who is leading the Strategy. Digital is just another channel. Sometimes it’s the right one to use and sometimes not. There is a need for specialists and there is a need for pure-plays. Marketing is a big puzzle and Digital is an essential piece. Without pure-play Digital agency, we would be missing a huge trick.

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