The power and reach of the digital space in today’s world is growing at a tremendous rate with many brands realising the importance of adopting digital strategies within their larger marketing strategies in order to connect better with consumers. According to IMRB International, there has been a rise in total online ad spends of INR 1140 crores in 2010-11 to INR 2938 crores in 2013-14. This means, that there will always be a demand for the right talent who will be able to adapt to the dynamic nature of the industry.
However, the small skill pool available within this industry poses a major challenge to employers and they are now feeling the pinch with an ever-increasing demand for skilled talent. One of the integral reasons for the diminishing skill pool is the lack of a structured syllabus or learning modules about digital marketing in schools and graduate colleges.
Apart from being one of the preferred choices for advertising, the digital space is also a young and dynamic space to be in. It attracts out-of-the-box thinkers given the abundant creative platforms for growth, their lack of limitation and of course, the fun environment. However, owing to the dynamic growth of this space, there is a need for elaborate training platforms to introduce young and fresh minds to the best practices and trends within the industry. Research, reports and personal experience has led me to believe that investing in structured training and development activities will increase the overall performance and productivity of employees and thereof, of any organisation.
At FoxyMoron, for instance, skill development and training programs are regular and continuous processes that take place at intervals across all skill and management levels. These processes are further strengthened by professional tie-ups with organisations such as Google and Facebook amongst others to enhance knowledge about tools that help us gain insights to make better business decisions. Such initiatives will create enthusiastic and efficient teams. To ensure that your employees are responsive to these initiatives, a Chief Learning Officer (CLO) should work to diagnose the current training needs, define challenges and design frameworks for accelerating growth.
Additionally, organisations could also include ‘gamification’ experiences into training sessions as they always make ‘learning fun’. Apart from this, they could also encourage younger employees to become ‘influencers’ in the online space where they can unleash their creativity by blogging, tweeting, commenting on opinions, etc.
The most important take away is that investing in regular training and skill development programs implemented through virtual sessions, in-person training, coaching, etc. accelerates an organisation’s growth which encourages continuous innovation from a powerhouse of skilled workforce. Moving forward, it should be the goal of our industry to collectively strive to create an environment that encourages learning which has a greater scope for adding sharable and tangible value to our digital eco system.