Digital Recruitment

C-Suite Tasked with Creating 'Digital Culture'

KIMBA defines the 5 core dynamics of any business as: Vision, People, Culture, Process, and Technology.  All operations and scenarios fall somewhere under or between a configuration of those elements.  

We look at Culture as a result, or byproduct, of how a company's Vision lives and breathes through its People.  The very nature of Culture as a concept is less predictable and containable than the other 4 elements classified.  Therefore, creating a 'Digital Culture,' a buzztask with which nearly every CEO/COO/CMO has been challenged over the last 5-10 years, must start with an examination of both a company's Vision and its People.  

Tasked with redefining their corporate Culture, most organizations' impulses have not been to look inward at their own Visions and People, but instead, look elsewhere for new "Digital Talent" to recruit.

The hunger for Digital Talent has swelled over the past 5 years.  It used to be that anyone who had an entry-level position servicing ads on DART ended up fighting off recruiters with a stick just 2-3 years into their careers.  At KIMBA, we are always asked to refer the best "Digital Talent" to mature businesses, agencies, and startups alike.  As the demand mounts, the reality becomes more clear -- not only is Digital Talent hard to come by, but due to demand, people who qualify as Digital Talent are incredibly difficult to retain.  In some cases, the existence of and need for Digital Talent as a remedy is entirely mythological -- like hunting for Digital Unicorns.  

Thanks, Google Image for this "Digital Unicorn!"

McKinsey recently published an article on the difficulties of holding down solid Marketing Analysts.  In it, they stated only 3.4% of Senior Marketers feel they have the right Digital Talent!  Just a month prior, ADWEEK published a similar study, citing interviews with 750 Fortune 500 Ad Execs and did an elementary infographic to help showcase the grim findings.  The title of the piece was "There is a Digital Talent Gap."  

So, here we are, after all the effort and momentum put into the deep sea scour to acquire Digital Talent, and still NO ONE is satisfied!  In fact, the scarcity of talent has become even more bleak and troublesome!  Why is this?

Adobe Research recently conducted interviews with 1,004 U.S. Marketers.  Their findings boiled down to two key concepts:

1) All Marketers know they need to adapt and change

2) These same Marketers don't believe they know how to change.  They don't have the resources or training to meet the challenges that await them

The Adobe findings speak to the missteps made in addressing the Digital Talent shortage.  They speak to the reality that KIMBA has examined for some time now.  

What most people fail to recognize is the skills they are hiring for have not existed until now. The training for the positions they are trying to fill isn't linear and prescribed as it is in most traditional industries.  The training often takes place amidst new business challenges, born from new technologies, and treated with new solutions -- all of which have yet to be traditionally defined or analyzed.  This means recruiters need a deep understanding of the business functions for which they are filling roles.  That way, they can identify hybrid and cross pollinated talent with a breadth of experience primed for refinement within their organization.   

Those fortunate enough to have worked exclusively on forward-thinking, cutting edge Digital projects and products, throughout the past 10 years that such opportunities have even existed, are in a unique class.  And within that class, those who live to innovate may never be satisfied working for a traditional organization.

We believe, and have so developed services against the idea, that most companies actually have more "Digital" resource and Talent than they are aware.  With the right training, attention, alignment and process implementation against current employees (People), the hunt for Big Foot Digital Talent may not be as necessary.

Realignment of and investment in personnel is an integral part of any Digital Transformation process.  Adaptation to the reality of rapidly shifting consumer culture must start on the inside, with an organization's Vision and People.

People Don't Care about Branded Video Content

I read this article the other day which was written by 2 widely revered ad dudes.  The topic of the article was brands needing to invest larger portions of their media dollars in the creation of video content.  The authors' chief postulate was that PEOPLE like VIDEO and banner ads suck.  Wow!  Did you just feel the earth shift?  ;P

The dialogue in this article reminds me of a conversation I had in a client boardroom about 4 years ago.  My talented and tireless agency team had been creating deck after deck, packed with insight after insight, about how, yes, people watch video.  And, better yet, they watch it because they like  it.  A war fought in the noble effort to push that budget, inch by inch, towards the creation of more video.   

So, anyway, I'm reading this article and totally disagreeing.  

Our country's Advertising and Marketing practices have been founded on the hypnosis of sensationalism.  Early on, master creatives knew they needed to employ theatrics to dress up brands and their mundane product sets.  They needed to weave elaborate and heavy-handed tales in order to attract, magnetize, and often hypnotize the consumer.  The best brands produced products that lived up to promises they marketed and advertised.  The crap brands fell off the map.  Long live the democratic evening out process of free market. 

Take it back 15 years-- broadcast is king of the consumer eye and the :30 spot is j'everything.  The sensationalism and bold cinematography in a Mazda commercial is almost enough to suck out a tear drop or two.  Today, we see the same technique applied to the TV spot.  Ever get :15 deep in a commercial filled with profound quotes and epic nature shots yet you have NO IDEA what the commercial is advertising?  Is this an effective tactic?  

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I don't think brands need to be creating more video as much as brands and their agencies need to accept that consumers aren't looking to brands for great video content and immersive viewing experiences.  Consumers look to brands for great products and solutions that offer them value and benefits in their daily lives.

Of course, Global Agencies don't want to sniff these roses.  To accept this state of affairs would mean they'd need to abandon the sexiness of being in Advertising.  All of the Art and Creative Directors who really just wanted to direct indie films will need to concede that this may not be the industry for them to actualize those fantasies.

As opposed to "hey brands, make more VIDEO content," I'd prefer a blanket directive like, "hey brands, spend your resources, your people, your dollars, on building products that add value to the lives of people who use them.  Invest in technology and start to understand integration and enhancement of the product set you've crafted.   Then, around those products, create ways to communicate their utility and benefits in a manner that is inviting to those you wish to attract."

This doesn't mean KIMBA isn't going to suggest we create video content as part of a brand's content strategy and creative mix.  It's an important piece of a larger picture.  It helps tell a visual story in concert with other content: ratings & reviews, apps, customer service forums, curated editorial, photos, articles, data visualization, etc.

BUT, the ingestion pace of today's consumer culture doesn't want to slow down for the hypnosis of more and more branded video content.  Sure, it can be fun.  And sure, any Fortune 100 brand can throw millions at top comedy writers and directors to produce an SNL caliber spot in which their brand is tastefully featured.  However, people would appreciate more direct communication.  Less fluff.  They want great products from their brands and for great video "content" they'll continue to turn to theaters, Netflix, cable (had to?) or bit torrent! 

Old World Order

Old World Order