The Digital Talent Challenge

Aaron Thomas Business Manager

Davidson Technology & Digital

Hello!

I’m @aaronsthomas

Agenda

• Why building a winning digital team will be a critical key in organisational success.

• Provide insights on the key traits of successful digital teams.

• Provide ideas on how to build your digital career.

The Opportunity

The digital economy presents the potential

for one of the greatest opportunities we will

see in our lifetimes.

The Challenge

The implications of ignoring these challenges are huge.

The Challenge

The digital talent skill gap continues to

widen. This gap presents the biggest

obstacle to realising potential.

8% Strong across all digital areas

71% Strong in some digital areas, but mediocre or weak in others

15% Mediocre across all digital areas

4% Mediocre in some digital areas, but weak in others

2% Weak across all digital areas

Source: Online Marketing Institute ‘State of Digital Marketing 2014’

CURRENT ASSESSMENT OF MARKETING TEAM’S DIGITAL MARKETING KNOWLEDGE

The Challenge

37%

76%

58%

68% 67% 73%

53% 56% 50%

39%

29%

41% 40% 46%

29% 37%

38%

TALENT GAP

29% 27% 27% 24% 27% 19% 12%

Very important/important for applicants to have Stronger/much stronger than other teams

Analytics Mobile Content Social Media Email Marketing SEO Digital

Marketing Marketing Automation Advertising

Digital Talent Gap

Source: Online Marketing Institute ‘State of Digital Marketing 2014’

The Challenge

Building Winning Digital Teams

For an organisation to truly tackle the challenge of

Digital they must:

Commit to digital inclusion across your business.

Build a model of co-ownership across organisation.

Adapt attraction, development and retention strategies to

reflect a digital workforce.

Building Winning Digital Teams

Demand creates opportunity for competitive advantage.

The biggest opportunity exists in:

Mobile, Social & Analytics

Building Winning Digital Teams

Skills in demand:

• Digital Design

• App development

• Social Media Marketing

• Email, Mobile & Content Marketing

• Web analytics

• Marketing Analytics

• Marketing automation

Building Winning Digital Teams

Organisations still continue to evolve their Digital team structures.

Building Winning Digital Teams

Move from Informal to Centralised governance models

Building Winning Digital Teams

More digitally mature organisations are embracing hybrid structures that promote co-ownership

Large projects are being staffed with in-house and

outside knowledge

Offshoring is being used in line with business strategy

Key Traits of Successful Digital Team

• Have evolved professionals who are equally comfortable with business and technology.

• Combine specialist skills with deep functional business knowledge.

• Have the ability think beyond the deliverable date.

• Place excellence in front of innovation.

• Live and breath user experience regardless of their role.

• Do not predict the future, but embrace rapid change and can tact to the wind accordingly.

• Are digital citizens who create their own unique content and engage online.

Building your team

• Have a Digital Workforce Plan.

• Understand your internal capability.

• Embrace new sourcing methods.

• Have a backup plan.

“It is no longer sufficient that you think of

your job as doing what you have

constantly done for many years. “

“If you have that mindset long enough then

software will be developed to do what you do

making you redundant.”

Terry Harrison

Former President of INFORMS &

Professor Penn State University

Survive & Thrive in the Digital

Workplace

For a individuals to capitalise on opportunity they must:

Accept change is now a constant and embrace a ‘continuous state of

reinvention’.

Be actively seeking learning in both traditional and non-traditional ways.

Choose your path….Specialist & Generalist.

Become an active participant in their digital community.

www.d-r.com.au

Thank You