The Talent Revolution in Digital Marketing

The Talent Revolution in Digital Marketing

          
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The Talent Revolution in Digital Marketing

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  • Build or Buy?

    In theory, companies can choose to build or buy talent, but in practice the current imbalance in supply and demand means that acquiring talent from outside is both difficult and expensive. For one thing, it’s never easy for nontechnical people, such as those who staff most HR departments, to assess technical skills. Moreover, in a fast-developing field, the best people want to work close to the cutting edge, in an environment where their skills are challenged and their efforts are recognized and rewarded. They will expect much more comprehensive training than what many companies’ “lunch and learn” programs can provide, as well as training tied to specific roles and career paths within the organization.

    Companies that are not good at digital marketing today are doubly challenged—they will find it proportionately more difficult to attract digital talent than companies that are already performing well. Candidates today use an array of digital tools, including social media and specialized job-seeking sites such as glassdoor.com, to research prospective employers. It’s simple to find out how well a company measures up—and easy to move on if it doesn’t.