Bridging the Experience Gap - University of Arizona...Bridging the Experience Gap 4 Marketing...
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Bridging the Experience Gap Using career-based learning to overcome the chasm created by software in today’s job market 6/22/20 17 Bridging the Experience Gap 1
Bridging the Experience Gap - University of Arizona...Bridging the Experience Gap 4 Marketing Manager (mid -level) Email Marketing Specialist (entry level) Modern Job Ads\爀匀漀昀琀眀愀爀攀
Bridging the Experience GapUsing career-based learning to overcome the
chasm created by software in today’s job market
6/22/2017
Bridging the Experience Gap 1
Presenter
Presentation Notes
Today's new graduates lack adequate levels of on-the-job experience, leaving employers with significant skills gaps in job applicants. Technology has started redefining the skills needed to be employable, and the tools being used change so rapidly it’s nearly impossible to create up-to-date curriculum without weaving in access to the technology that companies are dependent on to succeed. In 2011, there were 150 marketing focused software companies, 2017 reported over 5,000. Adopting a career-based mindset is essential to provide the most complete, well rounded education. In this session, Justin Gray will discuss the role career-based learning has in today’s curriculum as well as how to evaluate technologies, tools and partners to supplement student’s education.
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Justin Gray, CEO@jgraymatter
Presenter
Presentation Notes
Who am I? Justin Gray CEO and founder of a consultancy called LeadMD. We’ve services over 3000 organizations to help support their marketing and sales efforts with a strong bend around software training and implementations. More to come on this later, BUT a huge reason I’m here today is how my nearly decade running LeadMD has brought us to create a new company, Six Bricks, which is a platform that gives new and in-the seat marketers career-based learning and the opportunity to match with employers looking for the skills they have. Hiring, and finding is squarely one of the biggest issues we see in our field, in fact, let’s look at a couple job descriptions today to expound around this further.
Modern Job Ads Software first, traditional skills second Example of Job Ad So what we’re looking at here are two job descriptions, 1 for an entry level position and one for a entry to mid marketing position. Both requiring minimal years of experience. They generally look pretty straight forward, but taking a closer look (CLICK NOW) what do you see? A lot of terms and concepts in these have a strong bend towards the modern marketing technology tech stack and methodologies. CRM, HTML, Marketo (marketing automation), Channels, Email, etc…. For MANY employers today you software skills come first, and your traditional skills come second.
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The Modern Day Hiring Process
Software Skills Now DEFINE Job RolesFew Certifications or Meaningful Degrees ExistEmployers React By Hiring from Companies They AdmireRelationships & Referrals provide the best insight
Presenter
Presentation Notes
For MANY marketing employers today, finding someone with the SOFTWARE skills or TECHNICAL prowess far out ways the traditional skills marketers also need to be successful. This results in a lot of Software Skills Now DEFINE Job Roles Few Certifications or Meaningful Degrees Exist Employers React By Hiring from Companies They Admire ”You worked with ‘so and so’ or at ‘that hot startup’ and therefore you are awesome” Relationships & Referrals provide the best insight
The Big Problems with this ApproachDoesn't convey culture “fit” It’s superficialMajority of companies
haven’t fully embraced software
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Presenter
Presentation Notes
Doesn't convey culture “fit” well The Majority of Companies haven’t embraced software fully Copy of a copy of a copy Ultimately it’s incredibly superficial While doing an approach like this might fit the baseline requirements, it’s not easy to a.) find the right people to fill those needs, b.) it’s not scable, it’s like fidning a needle in a haystack of unqualified marketers and c.) a lot of companies are still NOT embracing marketing software and technologies enough, leaving a lot of in the seat marketers not knowing the true potential of the space.
Meanwhile, Software Grows
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There’s an app for that… actually there are 1000 apps for that
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Presenter
Presentation Notes
Show Evolution of Scott Brinker's Market Map 2011 – Present (http://chiefmartec.com/2016/03/marketing-technology-landscape-supergraphic-2016)
The Evolution of Marketing as a Metaphor
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Y2K: The world didn’t end, but the old way of marketing did.
Large shift from vendor management to marketing disciplines
Marketers needed to do more, with less
Software started becoming the “solution”
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Presentation Notes
Lots of txt are you looking to have me pair this down at all? Or split into multiple slides? Thinking of splitting this into a few slides. Based on the larger bullets Around the year 2000, Marketing shifted from largely vendor mgmt., to an actual discipline Marketers were asked to do more with less. As a result everyone clamored for “efficiency” and that came in the form of Software
So while companies might not have the right people to operate, they still buy the software, based on big promises from the industry but can’t seem to get the results without the man power to back the software. We spend a tremendous around of money of software, but we spend even more on the team and process used to operate it. spending too much with no one to run it? Cost of operating is 2x the cost of the tech?
Software sponsored certifications, don’t actually assess the reality of running the systems day to day.
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Most software sponsorded assessments and certifications, don’t assess the use of the platforms in the real world. A multiple choice exam isn’t going to tell an employer you can run a 6 figure software that contains a database of thousands of potential buyers. This is even more problematics, because it’s already challenging to find talent, but those who claim they KNOW how to use the tools not only need to be software book smarts, but also real world marketing technology streets smarts. Potentially share the Jonathan Pennington story, he’s Marketo certified, but couldn’t actually do anything in marketo, he’s just great at studying anf taking a test!
The only way to learn the software was on the job
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So the only way to really hire is based on experience applied, but knowing how to use the tech isn’t something taught typically online or in books, you need the REAL life exposure to it. Potential Employees, and Students are not exposed to MANY enterprise technologies that are widely used today, leaving it a matter of you must find the job that is willing to teach you, or find a job and as quickly as you can learn what you need to learn to be successful in your new career.
Another problem? Fatigue.
EMPLOYEEEMPLOYER
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Another problem has arisen, fatigue. Existing marketers have to make fit the software of today, and most of them don’t know how to use those applications before they get started. So while your talent gets hired, they are also working at insane speed to learn the tech, the methodologies behind them and still keep track of all the main responsibilities they were initially hired for. This causes process, people and technology breakdowns and fatiugue all around. Not only is there a substantial fatigue on the new and ”unqualified employees”. CLICKJUSTIN. There is a lot of fatigue on the employer. The individual who is highly focused the end results which revolves heavily around getting the right people, the right process, and the right technology in place to achieve the best results. Talent is emerging as the biggest gap.
This Process is Setup to Fail
Education burden falls to the employer
We pour resources into empowering the power user
The user then leaves only to
charge us more as a consultant
This vicious cycle happens over and over again due to scarcity
Presenter
Presentation Notes
This Process is Setup to Fail
We built our business on these issuesLeadMD has had over 3000 client engagements100% of clients have the following dilemmas:Hiring the RIGHT talentOnboarding & trainingHigh turn over rate – which is incredibly expensive
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Vendors aren't setting the user up for success Software providers, Agencies and Consultants thrived in this environment
The SolutionCurated curriculum that matches the skills actually used on the job
Career-Based Experiential Learning
Intrinsic Skills Inter-personal Skills
Technical Hard Skills Creativity Strategic
ThinkingPractical
Application
Providing access to software skillsets by removing the common barriers
Testing aptitude through real world simulations, and experiential learning & exercises
Applying the Foundational Skills (learned at Universities)
Deeper than a resume
Role of LivingPortfoliosEmployer VisibilityEmpower through
ongoing education
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Presentation Notes
Leveraging the relationship asset Allowing employers to see how they are connected to the learner
Additional Benefits to Career-Based Experiential Learning
High learner engagement
Rapid iteration & constant evolution
Learners can experience the job before accepting a position
Access to in-the seat marketers
Reduced risk and turnover for employers
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Presentation Notes
Other benefits of career-based education Increased engagement Lower turnover rates Rapid iteration to keep up with the pace of innovation Allows the Learner to experience the role prior to accepting a position Reduced Risk
The FutureContinuing to make education more relevant and comprehensive
Machine Learning and AI Moving beyond ‘what’ someone has
learned & into ‘how’ someone has learned Because simulation happens online we can
measure: How a learner solved the problem How long it took them Provide insights into how they
approach problem solving Augment their experience with their
social profile to predict performance
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Moving beyond ‘what’ someone has learned and into ‘how’ someone has learned Because simulation happens online we can measure: How a learner solved the problem How long it took them Provide insights into how they approach problem solving Augment their experience with their social profile to predict performance How do we infere how successful they arE? How did they interface with things, facial recognition.
Proactively Ensuring Job Fulfillment
Today’s employees want to feel fulfilled
Tomorrow’s employees will want to predict that fulfillment
Try before you buy
Partnering w/ Six Bricks
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Justin not sure how we want to wrap this up.
Fast Track: Digital Marketing Basics Partnered with Six Bricks to enroll
20+ students majored in all disciplines Six Bricks Provides: Relevant, real world curriculum Practical projects Access to mentors Access to hiring employers Opportunity to work on a real project with
an employer and be interviewed upon completion
+
Presenter
Presentation Notes
A program months in the making, my alma matter University of Arizona, and Six Bricks have parted up to deliver a FAST TRACK to digital marketing for students of UA. This program has 20 students, consists of 6 courses/modules, practical projects every week, all leading up to a final project sponsored by vetted Arizona businesses in the marketing/tech space. The students that are part of this program are typically nearing the completion of their degrees or recent alumni. Majors in all disciplines (communication, psychology, fine arts, marketing, African studies even) Students receive access to mentors and employers, who will be providing practical projects, resume reviews, and internship interviews, and all get to work with one another in an online community.
University Partner Relationship
Curriculum Six Bricks Provides Practical Projects LMS Community
Access to Employers
Access to Mentors
Student Portfolios
Expose Enterprise Software
University Provides30+ StudentsAt no cost to the University
What’s next?We invite you all to sign up for a BETA at sixbricks.com, for more information please reach out to [email protected]
