Agencies must equip their businesses with right talents – Adeleye

By Felicia Nwosu

Detola Adeleye, Director, Human Resources, Connect Marketing Services, said the emergence of disruptive technology introduced a paradigm shift in the execution of marketing campaigns by experiential experts. She, therefore, challenged agencies to equip their business with the right talents for business continuity. This, she stated, is as a deliberate identification of required capabilities versus available capabilities which include skills, attitudes, and competencies needed to deliver value and stay competitive.

The HR expert stated this on Connect Marketing Services LinkedIn handle, while focusing on the theme: “Talent Sourcing for Digital Transformation in Experiential Marketing Space”, designed to identify how practitioners are striving to drive digital transformation. She gave insights on how brands in the experiential marketing space can hire right in order to achieve growth as 2023 business calendar draws closer.

According to Adeleye, talent sourcing is a crucial aspect of any digital transformation in the experiential marketing space that requires a combination of technical expertise and creative thinking. By identifying and recruiting the right individuals, organizations can effectively implement and manage digital technology in their experiential marketing campaigns, driving innovation and growth. By building a strong employer brand, investing in training and development, and being strategic in their hiring efforts, companies can attract and retain top talent and drive their digital transformation to success.

“One key challenge in talent sourcing for the experiential marketing space is the rapidly evolving nature of the industry. With new technologies and platforms emerging all the time, companies need to be agile and adaptable in order to keep up with the latest trends and developments. This means that the talent they bring on board must be able to adapt and learn new skills quickly and be able to think outside the box to create unique and engaging experiences.

“Another challenge is the increasing competition for top talent in the experiential marketing space. With more and more companies looking to create engaging experiences for their customers, the demand for skilled professionals is high. This means that companies need to be strategic in their talent-sourcing efforts, and focus on building a diverse and talented team that can help drive their digital transformation,” she explained.

While under-listing some of the methods by which experiential agencies should adopt, Adeleye reaffirmed that, more importantly, attracting, sourcing, and onboarding digital natives for a faster transitioning of the agencies to the desired state is critical to business survival. She said a key focus must be on the talent acquisition process, adding that attracting, sourcing, onboarding and retaining processes should be optimized using interactive technology.

The talent manager also identifies some specific skills and expertise needed to successfully implement and manage digital technology in experiential marketing campaigns, which include technical skills, such as software development, data analysis, creative skills, as well as design and storytelling. She urged them to create a persona for the identified role in order to have a candidate who meets the cultural and required skill set, emphasizing that a persona that defines these requirements will ease the selection process.

“Search for relevant candidates by using various recruiting methods, such as job postings, networking and referrals to find potential candidates with the desired skills and expertise. Consider looking for individuals with experience in technology, marketing and customer experience, as well as those with passion for innovation and problem-solving,” she said.


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