go digital or die trying: lessons from in-house creative teams

© 2017 The Creativ e Group. A Robert Half Company. An Equal Opportunity Employer M/F/Disability/Veterans. All rights reserved.

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The state of digital by the numbers

Stepping up your digital game: lessons from industry leaders

Current hiring trends

Recruiting and retaining top talent

© 2017 The Creative Group. A Robert Half Company. An Equal Opportunity Employer M/F/Disability/Veterans. All rights reserved.


Which departments are responsible for digital marketing

initiatives for your company?*

How would you rate your organization’s digital marketing strategy?

Marketing

Creative

Dedicated digital team

Outside agency/vendor

Technology

Source: The Creative Group survey of nearly 600 creative and marketing professionals with hiring authority. *Multiple responses permitted.


Fair Good

Poor

Excellent


Source: The Creative Group survey of nearly 600 creative and marketing professionals with hiring authority


partner with external agencies

on digital marketing projects

TOP AREAS ASSIGNED TO AGENCIES:

Video production and photography

Web design and production

Mobile design and development

Information architecture and web development

Digital marketing strategy




work 50+

hours a week

think they work more hours

than colleagues in other

departments




TOP AREAS TO HIRE:

of creative teams

are understaffed

Web design and production

Print design and production

Project management

Video production and photography

Creative and art direction




TECHNICAL SKILLS MOST LACKING ON TEAMS:

say it’s challenging to find talent

with up-to-date digital skills

Data science, data analysis and A/B testing

Web and UX design

Content creation and content marketing

SEO, SEM and pay-per-click (PPC) marketing



Collaborate Across and Outside the Organization

General Electric Co.’s creative team:

Embraces cross-departmental collaboration

Reaches out to other business divisions to find GE’s most

compelling stories

Partners with agencies to bring stories to life

You often find the biggest insights from

people who are not in your walled garden.

– Andy Goldberg, chief creative officer



Develop Agile, Cross-Functional Teams

A+E Networks’ designers:

Work on the digital side of the business (versus one brand)

Are part of Agile-focused teams that include product owners,

developers and QA professionals

Collaborate with cross-disciplinary teams to gather real-world

feedback to iterate

The digital industry changes so fast that

you need a team mindset that’s very

open to change and transition.

– Bob Calvano, vice president of design



Structure In Time for Innovation

Microsoft’s creative team:

Tackles projects with three time frames to manage and plan for

current, near-term and future business requirements:The next few weeks

The next six months

The next three years

Innovation is more rewarding — and a

lot more fun — when we design for real

customer problems.

– Joe Hallock, principal design manager



Hire “T-Shaped Individuals”

IBM Watson’s designers:

Each bring a different skill set to the table

Work on small, cross-disciplinary teams that include front-end

developers, back-end developers and project managers

Plan work around their resources and talents

It’s extremely rare to find people who are

good at everything.

– Carol J. Smith, senior design manager



Encourage Ongoing Communication Among

Creative, Marketing and IT

Hire someone with a digital-first mindset who can think through

issues and talk through technical details

Learn to speak the same language

We’d love the design, marketing would

love the design, but then the digital

team would say, ‘It doesn’t work.’

– J. Dontrese Brown, chief creative officer



Technology,

design and

marketing

are going through

a profound

change

Unemployment

rates are low and

hiring competition

is intense



Drivers of the

Digital Revolution

Social

TechnologiesInternet of

Things

Mobile

Technology

Robotic

Automation

Blockchain &

Virtual Currencies

Biometrics &

Voice Recognition

Drones

FinTech &

RegTech

Big Data &

Decision

Science

Cloud

Computing



Unemployment

rates are low and

hiring competition

is intense

Technology,

design and

marketing

are going through

a profound

change

Hard and soft

skills carry equal

weight



HARD SKILLS:

Design tools

Video production/motion graphics

UX/UI

Programming languages

Content management systems

Customer experience

Digital strategy

Project management



SOFT SKILLS:

Communication

Collaboration

Empathy

Problem solving

Creative thinking/innovation

Power of influence

Ability to attract and retain top talent



Unemployment

rates are low and

hiring competition

is intense

Technology,

design and

marketing

are going through

a profound

change

Hard and soft

skills carry equal

weight

Compensation for

in-demand skills

is rising



of workers plan to

ask for a raise this

year

say they have

never checked their

salary against the

going market rate

would look for a

new job if their

request for a raise

was declined

Source: Robert Half survey of more than 1,000 U.S. workers employed full-time in office environments


https://www.roberthalf.com/blog/management-tips/is-worker-confidence-making-a-comeback?utm_campaign=TCG_Digital_Game&utm_medium=public_relation&utm_source=SlideShare


Unemployment

rates are low and

hiring competition

is intense

Technology,

design and

marketing

are going through

a profound

change

Hard and soft

skills carry equal

weight

Compensation for

in-demand skills

is rising

Retention is top

of mind



Limited opportunities

for career growth

Job boredom Inadequate

compensation

and benefits

Excessive work Unhappiness with

management

Lack of recognition

Source: The Creative Group survey of more than 400 advertising and marketing executives



Devise a

marketing

plan

Refine your

pitch

Conduct

situational

interviews

Move quickly



Create a sense of purpose

Recognize individual differences

Have career path discussions

Support professional development

Pay competitively



Salary Center

creativegroup.com/salary-center

TCG Blog

blog.creativegroup.com


https://www.roberthalf.com/salary-guide/creative-and-marketing?utm_campaign=TCG_Digital_Game&utm_medium=public_relation&utm_source=SlideShare

https://www.roberthalf.com/blog/creative-and-marketing-blog?utm_campaign=TCG_Digital_Game&utm_medium=public_relation&utm_source=SlideShare

go digital or die trying: lessons from in-house creative teams

Recruiting & HR