In the world of digital technology, new tools, algorithms and approaches emerge every day. Along with the development of the digital sphere, the system of training specialists is also changing: from traditional higher education and advanced training courses to online platforms and immersive learning. At the same time, the labor market, and the digital industry in particular, faces a shortage of personnel. How can the industry cope with the challenges of a competitive job market and rapid changes in technology?
What skills does the market need
Modern university marketing programs, of course, already include digital courses, and practitioners are often invited to teach. However, even this approach does not always keep up with the rapid changes in the digital sphere: knowledge can become obsolete literally in six months or a year.
There are different specializations in digital marketing. An advertising specialist not only needs to know how to create campaigns for different goals and audiences, but also to run them on different advertising platforms, and then analyze the results with the help of analytical services. For example, training can start with the inventory of “Yandex” on courses from “Yandex” itself: specialists learn to run ads in “Direct” and analyze data in “Metrics”. University programs and courses complement each other well and can run parallel, but the real development of a specialist takes place already on real projects.
Learning for the sake of learning is a waste of time and resources. Approach skill development strategically, taking into account personal interests, market needs and career goals. A newcomer can be advised to watch recordings of professional conferences in order to better understand the specifics of various areas in digital and consciously choose his specialization.
In addition to professional digital skills, the advantage that the market will appreciate is the ability to work with neural networks. For example, being able to use Midjourney to create visuals or compose prompts for ChatGPT. It’s also important to be confident using presentation software, as the ability to present your ideas and defend your projects will definitely come in handy.
When selecting specialists for the agency, we evaluate not only “hard” skills, but also “soft” qualities that are important for teamwork. In an agency environment where constant interaction with colleagues, clients and partners is required, communication and a shared value base are especially important. Management skills are important for management positions, and project management for account managers. The higher the position, the greater the importance of “soft” skills.
Training employees is an integral part of working in digital. After all, there are no ideal candidates – there is almost never someone who fully meets all the requirements of the position. So, you should look for someone as close to the ideal as possible and train him within the framework of the agency or in-house team.
Additional training and development within companies
Internship
Profitable for both the specialist and the company. First, because the knowledge will be as relevant as possible for the current needs of the company. The specialist will get to know real projects and tasks. The subject of study is always “hot” – knowledge that is immediately applied in practice on real projects.
We at the agency prefer this type of initial training for candidates for several reasons:
- A likely future employee does not waste time on studying unnecessary information and begins practical work already during the internship.
- A person quickly sees the results of his activities – this greatly increases motivation.
- If the direction of career development is chosen incorrectly, it will become immediately noticeable. An internship can highlight a person’s true interests in digital and tasks that correspond not only to available knowledge, but also to character.
There are always a lot of people who want to do an internship, and the month-long, paid program attracts a wide range of candidates. For example, in October, we received 996 responses on the last recruitment in the “analytics” direction. Of them, the test task was sent to 541 candidates, and 96 people completed it. 14 were invited to the interview, and as a result, 6 people started the internship. However, usually only 2-3 people reach the end of the program. This approach helps us not only identify the most focused and talented, but also prepare them for real work, combining the process of selection and training in one.
Internal courses
Employee training cannot be delayed – it must start from the first day in the company. From the very beginning, it is necessary for a person to be able to familiarize himself with the important regulations of the company’s work: to know where and why one can and should turn to solve a work task. This greatly reduces the time of solving the task compared to the format when the worker moves along the substance. Onboarding is especially important if the company has a hybrid employment format (online + offline), which is often found in the digital industry.
For high-quality onboarding and familiarization with the main digital inventory involved in the company, we use the Motiviti platform. In addition to the convenient format of knowledge transfer, it includes the possibility of checking the learned material. I studied an important block – answered the questions of the test.
Despite all the efforts that the company will spend on filling such training platforms, there is a problem of obsolescence of materials. Current tools and techniques are changing, new advertising platforms are appearing. Therefore, it is important to adjust the process of their regular replacement. We solved this issue by setting a KPI for updating training materials for top management and managers. They are the ones who take the time to record new videos and create educational presentations. But, of course, the CEO should evaluate the economic feasibility of the processes. For some there are ready-made courses. In some cases, it is more profitable to purchase a ready-made course than to develop it in-house.
Individual development plans (IPR) and career tracking
As soon as the trial period ends, you should start moving towards personalization of learning. An individual development plan will determine the goals, strengths and weaknesses of the specialist, and based on them, the most suitable paths for professional growth can be chosen.
IPR helps the employee to focus on the skills and knowledge that are needed specifically for their role in the agency. And of course, if a specialist sees that his development is actively supported by the company, he feels more valuable and motivated – this is important for reducing staff turnover. Career tracks help you understand exactly what steps you need to take to reach the next levels. It can be possession of relevant tools, participation in projects or development of leadership qualities. If there is a clear understanding of the career path, there will be less uncertainty and less stress.
It is optimal if several people will work on the preparation of the IPR. First of all, HR, with whom the person entered the company. They will be able not only to ask questions about how the work is going, but also to help identify difficulties. This is important as some aspects of the work may be difficult to understand and require additional support. Second, his immediate supervisor, who assesses the available knowledge and skills and matches the wishes of the individual with the needs and resources of the team.
Mentoring and learning
But even if the path is defined, and the educational content is available, a guide is needed – a mentor who will help to understand the sea of information. Preparing materials that would be understandable to everyone is not an easy task, because each person perceives information differently. Therefore, it is the mentor who will be able to provide comments with which the content can be adapted to the needs of a specific employee.
Documenting the mentoring process is also very important. The company should have a system in place that allows middle level specialists to move to senior level through mentoring. This creates an opportunity for growth not only for newcomers, but also for experienced employees. When a middle specialist becomes a mentor for a junior, he not only shares knowledge, but also develops his own skills. Mentoring is a mutual process, both participants benefit from the interaction.
What to consider when building a digital learning system
- Do not forget about fundamental knowledge. Provide employees with access to key concepts and theoretical frameworks that will help them navigate their chosen field in principle. This can include the study of classic works and contemporary research – anything that broadens one’s horizons and forms a stable base for professional growth.
- Emphasize hands-on learning. Focus on teaching specific skills that are needed here and now. Employees must be able to learn the latest tools and technologies, and have access to automation and control platforms to be effective.
- Adapt to new realities. Pay attention to new technologies such as neural networks and train employees to work with them. This will help not only to solve current routine tasks within the company more easily, but also to prepare for possible changes in professional activities, given that career trajectories today can change several times in a lifetime.