SUP RECRUITMENT 20 AUG COVER.indd 1 …img01.thedrum.com/s3fs-public/news/177345/Recruitment...FullSinglePage.indd 1 15/08/2014 10:39 THE DRUM 20.AUG.14 INSIDE03 CONTENTS THE NEW RECRUITMENT

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THE DRUM 20.AUG.14 www.thedrum.com INSIDE03

THE NEW RECRUITMENTCONTENTS

04 Recruitment round-up A look at the growth in recruitment ad revenue, along with other developments in the industry.

06 Do I know you? Digital is changing the way recruiters operate, as social media and crowdsourcing start to impact on hiring. Angela Haggerty explores how advertisers and agencies can embrace collaboration to find the right candidates.

10 Traversing the digital skills gap A shortage of top-level digital candidates is negatively impacting businesses across the board. We ask what the marketing industry can do to bridge the gap.

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Twist is proud to be sponsoring The Drum’s recruitment supplement 2014. There have been so many changes to the recruitment landscape over the past year – from acquisitions to non-acquisitions, to mergers and to some great new start-ups too.

Companies we have worked with this year are pretty optimistic about expectations for the future, and from an overall perspective, from new start-ups through to global networks, the outlook seems positive – redundancies have certainly been few and far between.

In terms of sectors that we cover, digital, social and mobile certainly seem to be leading the way in terms of volume of recruitment, and from an acquisition perspective these are the agencies that are also most sought after.

As well as disrupting the marketing and advertising industries, digital has transformed the nature of recruitment itself. Social media continues to influence the way candidates are sourced, recommended and hired, giving rise to new recruitment models and changing the approach of clients and agencies (read more on page 6). Meanwhile the digital skills gap continues to cause problems for businesses looking to ensure they remain relevant, as explored on page 10 of this supplement.

The new start-ups, or new breed of creative agencies, have also become increasingly prominent over the last 12 months. These agencies are looking for a different type of creative as well as more business-savvy and worldly wise suits that are non-linear in their approach and mindset – much like the agencies themselves.

In my opinion the most successful people in the creative space will be ever adapting to the marketplace they are in, meanwhile remaining conscious of global influence and opportunity. I call it the ‘Pharrell Williams’ approach – only work with the best people in your space but be conscious of what is happening outside of it too. Don’t be afraid to be different, but also keep smiling – you work in the creative industry, so be happy.

Paul Wood, director, Twist Recruitment

From the increase in social media to the rise of alternative recruitment models such as ‘refer-a-friend’ sites, our digitally engaged world is changing the face of recruitment marketing.

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The content in this supplement is supported by funding from external companies and organisations. All content is editorially independent, unless clearly stated. We make Knowledge Banks available for sponsors' own content.

Written by Angela Haggerty Editing by Thomas O’Neill, Katie McQuater Design & Production by Amanda Dewar, Ross Lesley-Bayne Commercial Management by Liz Hamilton, Tehmeena Latif

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www.thedrum.com 20.AUG.14 THE DRUM04RECRUITMENT

Recruitment ad revenues have risen in the last year, indicating the industry’s strong growth. But the digital skills gap continues to pose challenges for recruiters. Here we round up the latest recruitment news.

A JOB WELL DONE?

RECRUITMENT ADVERTISING REVENUE

UP BY A QUARTER

Recruitment adverts were the fastest growing type of advertising for UK digital publishers, up by a quarter on this time last year, representing the category’s fastest growth since digital recruitment revenues were first tracked in 2009, according to Deloitte.

The AOP Digital Publishers Revenue Index Report (DPRI) showed that recruitment recorded growth of 25.1 per cent in the 12 months to March 2014, compared to the same time last year.

Overall digital advertising revenues grew by 18.3 per cent in the last year.

Jodi Birkett, TMT partner at Deloitte NW, said: “Deloitte’s CFO survey revealed that 81 per cent of CFOs expect UK corporates to increase hiring in 2014. This positive sentiment is demonstrated by these results, showing another strong period of growth for publishers.

“The growth in digital recruitment advertising reflects a growing confidence in the jobs market. Improvements in economic conditions have supported a fall in unemployment rates as businesses regain confidence in their financial security.”

DIGITAL JOBSEEKERS TURN TO LINKEDIN60 per cent of digital professionals intend to find their next role through LinkedIn, according to research from Propel, while over half (50 per cent) also said they would use a recruitment consultancy.

The trend towards using LinkedIn to find future roles is prevalent across all seniority levels, with C-level professionals most likely to use the social network, while at the same time also more likely to be headhunted or find a new role through word of mouth than all other

levels of seniority. Mid-level roles are those most likely to seek employment using a recruitment consultancy (55 per cent). See more results on page 12 of this supplement.

The Drum speaks to LinkedIn to find out how recruiters can make the best use of the social network, and explores the role alternative models such as refer a friend sites are changing the playing field for recruitment, on page 6.

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Recruitment ad revenues have risen in the last year, indicating the industry’s strong growth. But the digital skills gap continues to pose challenges for recruiters. Here we round up the latest recruitment news.

A JOB WELL DONE?

RECRUITMENT ADVERTISING REVENUE

UP BY A QUARTER

Recruitment adverts were the fastest growing type of advertising for UK digital publishers, up by a quarter on this time last year, representing the category’s fastest growth since digital recruitment revenues were first tracked in 2009, according to Deloitte.

The AOP Digital Publishers Revenue Index Report (DPRI) showed that recruitment recorded growth of 25.1 per cent in the 12 months to March 2014, compared to the same time last year.

Overall digital advertising revenues grew by 18.3 per cent in the last year.

Jodi Birkett, TMT partner at Deloitte NW, said: “Deloitte’s CFO survey revealed that 81 per cent of CFOs expect UK corporates to increase hiring in 2014. This positive sentiment is demonstrated by these results, showing another strong period of growth for publishers.

“The growth in digital recruitment advertising reflects a growing confidence in the jobs market. Improvements in economic conditions have supported a fall in unemployment rates as businesses regain confidence in their financial security.”

DIGITAL JOBSEEKERS TURN TO LINKEDIN60 per cent of digital professionals intend to find their next role through LinkedIn, according to research from Propel, while over half (50 per cent) also said they would use a recruitment consultancy.

The trend towards using LinkedIn to find future roles is prevalent across all seniority levels, with C-level professionals most likely to use the social network, while at the same time also more likely to be headhunted or find a new role through word of mouth than all other

levels of seniority. Mid-level roles are those most likely to seek employment using a recruitment consultancy (55 per cent). See more results on page 12 of this supplement.

The Drum speaks to LinkedIn to find out how recruiters can make the best use of the social network, and explores the role alternative models such as refer a friend sites are changing the playing field for recruitment, on page 6.

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THE DRUM 20.AUG.14 www.thedrum.com RECRUITMENT05

The skills gap is widening as the number of roles outweighs

the number of digitally equipped candidates.

Three-quarters of small businesses and charities are not investing in

improving digital skills(source: Lloyds Bank UK Business Digital Index in

partnership with Go ON UK, 2014)

745,000 additional workers with digital skills are needed to meet

demand between now & 2017(source: The Future Digital Skills of the UK Economy,

O2, 2013)

A fifth of business leaders say that the quality of digital skills amongst

graduates is average to poor(source: Management Consultancies Association, 2014)

The Drum takes a look at what the marketing industries can do to address the skills gap on page 10.

A ROBOTIC FUTURE? Robotics, artificial intelligence and other technologies may have the potential to displace jobs in the future, according to findings from Pew Research.

As part of its 2014 Future of the Internet canvassing of over 1,800 experts on AI and other disruptive technologies, the company found that half (48 per cent) envisioned a future where robots have displaced significant numbers of workers.

However, the other 52 per cent, while anticipating that many of the jobs carried out by humans today will have been taken over by robots by 2025, they also envisioned that humans will take the coming developments as a positive opportunity for changes to employment.

‘HIRE FOR ATTITUDE’The digital advertising industry should hire people for attitude and then train them for skill to help combat the gap between the marketing and technology skill sets, according to the co-CEO of Starcom Mediavest Group Pippa Glucklich.

Speaking at The Drum Live recently, Glucklich said that as the industry has begun to evolve so too has the diversity of the workforce at Starcom, and the way it looks at attracting talent.

“We have a quite simple approach which is hire for attitude and train for skill. Our approach is yes, our business has changed as we’ve moved into a more diversified service – for example six years ago we had less than 10 people in our search team now we’re pushing 100 – and that’s because we’ve

DIGITAL SKILLS GAP IN THE UK

diversified our skills.Also speaking at the central London event was

Daniel Schotland, VP of operations and customer success at TubeMogul, an adverting software company for digital branding, who remarked that as the industry continues to change it becomes difficult to assert who is the right candidate for the job.

“Rather than focussing on a specific pedigree we really try to take a look for people who fit our culture. And that’s all about doing what you say, moving fast and being ambitious and driven. You can teach somehow how to code and how to sell but you can’t teach heart and you can’t teach integrity and that’s the way we move forward,” he added.

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The rise of social media has been well documented for its impact on the recruitment sector, but now crowdsourcing methods are shaking up traditional models – the two combining to result in companies adopting new, collaborative approaches to hiring. Angela Haggerty takes a look.

DO I KNOW YOU?

Digital has caused widespread, transformative disruption throughout almost every sector and industry amid the rise of online, connected devices. While the challenge for many businesses has been bridging the digital skills gap, the recruitment industry itself has faced its own disruption and need to adapt to the new landscape, and fresh channels and ideas are constantly springing up.

The traditional recruitment agency model has been uprooted from its pre-digital form. Much like the newspaper industry – which was, not so long ago, one of the most popular channels for job advertising and recruitment – the rise in digital and sudden, direct access to communication and information placed in the hands of the consumer became a threat to the business model and the need to find relevancy became more urgent.

Perhaps the biggest disruptor for the recruitment business was the rise of social media, particularly services like LinkedIn, and the apparently diminishing need for a middle man in the recruitment process. On top of that, the industry has been dealing with the economic climate and struggling through recession and unemployment.

However, as the digital era progresses and with the economy moving in the right direction, the landscape for the recruitment business seems to be much more positive, and rather than engage in a stand-off with new technology and competitors, attitudes are changing.

“Some of our biggest clients are recruitment agencies,” says Richard George, LinkedIn’s corporate communications manager, “because from their perspective, they used to spend a lot of time and money building, maintaining and protecting their database, their little black book of candidates. That information is now available on LinkedIn.

“Their value still is there in understanding the culture and the fit of their client organisations and knowing which are the best candidates to fill that job. They’re using LinkedIn to find the shortlist.

“It’s definitely disrupted the recruitment agency model, but I think in a positive way. Our first priority

is our members. We don’t differentiate where the opportunities come from, we want to make sure we’re collating opportunities for our members, whether that comes from an in-house recruiter or agency.”

LinkedIn, which began life in 2003, now has more than 313 million members in over 200 countries, and more than three million companies have LinkedIn company pages. Its Talent Solutions service – which offers recruiters tools to enable them to locate candidates more effectively – accounts for 60 per cent of its revenues, bringing in $322m in Q2 2014. Premium subscriptions and marketing solutions account for a fifth of revenues each.

Scotland-based recruitment agency Denholm is one of the agencies getting on board with LinkedIn, and according to managing director John Denholm, it gives smaller businesses a helping hand in the competitive market.

“Almost all of our marketing vacancies have a digital component to them nowadays,” he says, “so we need to understand what makes digital candidates tick. That’s not always easy; there’s a growing talent shortage, and candidates know it.

“But digital communication and social media is helping us find these people and has been a massive boost to our business. If we were a big generalist recruiter I’d be scared stiff of social media and LinkedIn in particular. If you’re not adding value to a client’s recruitment beyond throwing a few random CVs at them, how can you complain when they decide to do it themselves and invest millions in LinkedIn recruiter packages?

“Digital platforms like LinkedIn have levelled the playing field for us smaller specialists in the battle with the global player and their often spurious claims about the benefits of global office networks and massive databases. With social media, the whole world’s a candidate database.

“It’s available to all of us who are prepared to invest in understanding how to use these digital channels to engage candidates with a knowledgeable and compelling pitch to passive candidates who otherwise are very hard to find and certainly not scanning job boards.”

SUP_RECRUITMENT_20_AUG_SOCIAL.indd 6 15/08/2014 11:57


The rise of social media has been well documented for its impact on the recruitment sector, but now crowdsourcing methods are shaking up traditional models – the two combining to result in companies adopting new, collaborative approaches to hiring. Angela Haggerty takes a look.

DO I KNOW YOU?

Digital has caused widespread, transformative disruption throughout almost every sector and industry amid the rise of online, connected devices. While the challenge for many businesses has been bridging the digital skills gap, the recruitment industry itself has faced its own disruption and need to adapt to the new landscape, and fresh channels and ideas are constantly springing up.

The traditional recruitment agency model has been uprooted from its pre-digital form. Much like the newspaper industry – which was, not so long ago, one of the most popular channels for job advertising and recruitment – the rise in digital and sudden, direct access to communication and information placed in the hands of the consumer became a threat to the business model and the need to find relevancy became more urgent.

Perhaps the biggest disruptor for the recruitment business was the rise of social media, particularly services like LinkedIn, and the apparently diminishing need for a middle man in the recruitment process. On top of that, the industry has been dealing with the economic climate and struggling through recession and unemployment.

However, as the digital era progresses and with the economy moving in the right direction, the landscape for the recruitment business seems to be much more positive, and rather than engage in a stand-off with new technology and competitors, attitudes are changing.

“Some of our biggest clients are recruitment agencies,” says Richard George, LinkedIn’s corporate communications manager, “because from their perspective, they used to spend a lot of time and money building, maintaining and protecting their database, their little black book of candidates. That information is now available on LinkedIn.

“Their value still is there in understanding the culture and the fit of their client organisations and knowing which are the best candidates to fill that job. They’re using LinkedIn to find the shortlist.

“It’s definitely disrupted the recruitment agency model, but I think in a positive way. Our first priority

is our members. We don’t differentiate where the opportunities come from, we want to make sure we’re collating opportunities for our members, whether that comes from an in-house recruiter or agency.”

LinkedIn, which began life in 2003, now has more than 313 million members in over 200 countries, and more than three million companies have LinkedIn company pages. Its Talent Solutions service – which offers recruiters tools to enable them to locate candidates more effectively – accounts for 60 per cent of its revenues, bringing in $322m in Q2 2014. Premium subscriptions and marketing solutions account for a fifth of revenues each.

Scotland-based recruitment agency Denholm is one of the agencies getting on board with LinkedIn, and according to managing director John Denholm, it gives smaller businesses a helping hand in the competitive market.

“Almost all of our marketing vacancies have a digital component to them nowadays,” he says, “so we need to understand what makes digital candidates tick. That’s not always easy; there’s a growing talent shortage, and candidates know it.

“But digital communication and social media is helping us find these people and has been a massive boost to our business. If we were a big generalist recruiter I’d be scared stiff of social media and LinkedIn in particular. If you’re not adding value to a client’s recruitment beyond throwing a few random CVs at them, how can you complain when they decide to do it themselves and invest millions in LinkedIn recruiter packages?

“Digital platforms like LinkedIn have levelled the playing field for us smaller specialists in the battle with the global player and their often spurious claims about the benefits of global office networks and massive databases. With social media, the whole world’s a candidate database.

“It’s available to all of us who are prepared to invest in understanding how to use these digital channels to engage candidates with a knowledgeable and compelling pitch to passive candidates who otherwise are very hard to find and certainly not scanning job boards.”



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Specialist International Recruitment & Headhunting

We have delivered searches in 75

countries across 5 continents

Need to hire people that shape the digital industry?

Access our global network of executives inAdtech, Mobile, Video and Digital MediaOur specialist media team help innovative start-ups with salary bench marking in new territories, through to building C-suite teams of executives post seed or venture funding.

A leading provider of recruitment services, we’re dedicated to finding you the specialist individuals you need. We have built a reputation founded on trust and results, with 95% of our clients agreeing we fulfil the specific requirements of their roles.

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“DIGITAL PLATFORMS LIKE LINKEDIN HAVE LEVELLED THE PLAYING FIELD FOR SMALLER SPECIALISTS IN THE BATTLE WITH THE GLOBAL PLAYER.”

However, for Paul Wood, managing director at Twist, social media in recruitment is not all it’s cracked up to be and it can hinder the process by adding in extra stages for agencies.

“Social has changed the market, but I think the downfall of that is there’s less face to face interaction,” he says. “I think that can actually slow the process down a bit. There are people intrigued by approaches from things like LinkedIn, but when they meet the recruiter they find it’s not such an amazing job, they just want to meet the person and see if they’ve got something for them. It’s a little bit of a tricky marketplace from an online perspective I would say.”

Established social media platforms haven’t been the only challenge for the recruitment business. Online social interaction has spawned spin-off services

that have proven popular, such as ‘crowdsourced recruitment’ or ‘recommend-a-friend’ referral schemes.

For one such scheme, Hire My Friend – which head of business development Dave Haynes says was based on the My Single Friend proposition but for the recruitment market – business is moving along nicely. Since launching in 2013, the service has attracted 15,000 candidates and 1,000 companies, and according to Hayes, it is an alternative to the ‘spamming’ culture of recruitment agencies online.

“Anecdotally I hear a lot of people complaining about the number of people reaching out to them in inappropriate ways,” he said. “Because it’s very easy now, you can scrape lots of sites and get data on people and then send them messages, it gets quite spammy.

“There are some recruitment agencies who are

very authentic at what they do and they’re much more reputable, but now because it is so easy to get people’s data you’re just being cold contacted 24/7 by people who are looking to sell you on to another company.”

Haynes says Hire My Friend is tapping into a gap in the market being missed by traditional recruiters.

The rise of digital platforms like LinkedIn have also created a shift in how the recruitment business approaches its work, according to Wood, who says collaboration is a growing market trend among agencies trying to help clients locate candidates with the ever more difficult to find correct mix of skills. Agencies, Wood says, are becoming more flexible with how they approach the job.

“I think the market’s become a bit more collaborative, there are much more partnerships, and the people who are doing well are the ones who are open minded about who they work with and where they look for talent,” he says.

“Agencies are acquiring or partnering with digital businesses to improve their capabilities; for example, WPP, Publicis and Omnicom have all bought digital agencies. The same thing is happening from a recruitment perspective, where people are partnering up with others who have different skillsets.

“There’s a lot more cross selling going on – if people want to get more of a client’s business they need to have more skillset internally to cope with the work. If they don’t, they partner with other agencies that do.”

Following the economic crisis and uncertainly brought about by digital, the recruitment industry appears to be entering a new stage of optimism and there is enthusiasm in the market. The UK economy grew by 1.9 per cent in 2013 and the figure is expected to rise this year. As a result, unemployment has fallen from 7.9 per cent to 6.6 per cent. According to the Recruitment and Employment Confederation, employer confidence is coming back to the market.

In addition to a growing economy, the urgency around the much-talked about digital skills gap (see page 10) is fuelling more demand for the expertise recruitment specialists can offer – provided, as Wood says, they can first acquire the necessary skills themselves – and the fundamental service the recruitment business brings can’t be so simply replaced by social media making direct channels of communication and marketing easier to do in-house.

“The reliance on recruiters is strong,” says Lucy Simpson, managing director of October Recruitment. “Recruiters have become real specialists in the intricacies of digital tech. We are expected to be very knowledgeable about our space and are relied upon to offer meaningful insight and advise on team structure and growth. We’re not just ‘CV providers’ anymore, but very pro-active experts and extensions of clients’ businesses.”

Moving forward in the recruitment business, according to Simpson, will require flexibility from agencies and the development of digital market expertise as devices and networks become more and more a part of everyday life and business.

“The challenge for recruiters will be to keep up to date with the tech developments of hundreds of mobile, video, ad tech and marketing solutions companies,” she says, “and a have strong ‘bird’s eye view’ of the entire ecosystem as it gets more and more advanced and fragmented.”



The digital skills gap continues to be a problem in the UK, with more top-level digital jobs than candidates – but what can the industry do to solve this recruitment condundrum?

TRAVERSINGTHE DIGITAL SKILLS GAP



TRAVERSINGTHE DIGITAL SKILLS GAP


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A year ago, there was growing talk of a crisis in the rapidly growing digital economy as businesses struggled to find the right talent and skills to move further forward. While the government embarked on a digital PR drive about the country’s growth, business critics warned that a lack of investment in solving the skills problem would be a big obstacle in the government’s future plans.

So after all the warnings, has the digital skills gap crisis narrowed, or are businesses still in the same position? According to Farooq Mohammed, co-founder of Digital Gurus, there is still a lot of work to do.

“The digital skills gap has worsened and it will continue to do so for the foreseeable future – there are far more digital jobs than there are top level candidates. This is bourne out by most businesses growing, more start-ups emerging and more jobs being available. Yet there are fewer and fewer candidates.

“The issues in recruitment now and in the foreseeable future will be very simple; a lack of

candidates and a massive amount of roles. There is a disconnect between most hiring companies’ expectations of what the market is like and the reality of the market. There are far less candidates than there are jobs.”

In May last year, a report by GfK highlighted a growing unease towards the government for “trying to take the credit for an economic success story” while failing to support the necessary development of the digital tech industry.

The government has responded with investment into developing digital and tech skills both for adults currently in the workforce and, significantly, by changing the approach towards children’s education and introducing coding in school curriculums.

However, tackling the root of the problem at the first stages of education has presented the government with much the same predicament as businesses in the digital business revolution. This September will see the start of a compulsory computing curriculum, and the Department for Education is in turn spending £4.6m to support teachers with little or no experience in teaching computing to gain the experience they need to deliver the new curriculum.

A £500,000 fund from the government is being matched by industry partners such as Google, Microsoft and IBM for training and resources developed by sector experts, and addressing the digital skills gap was labelled a top priority in the

government’s Information Economy Strategy, which was developed with industry.

Meanwhile, for the current adult workforce, where the need is most urgent, the government announced an £18.4m investment in July of this year into a project led by Cisco to help train people up with the skills needed to allow the digital economy to progress. Alongside the government, employers involved in the partnership will invest more than £35m to assist in the development of industry-accredited apprenticeships, conversion courses and graduate training programmes.

‘Tech Skills Hubs’ will also be created to fuel the development of more specific skills, such as those needed for cyber security roles and big data.

According to Thom Staight, regional director at Michael Page, while the digital skills gap issue is still a problem, it will likely solve itself as the skills become more available in the emerging workforces. However, business should be preparing for a long haul.

“In the long term I’m sure it will right itself,” he said. “There will be so many jobs available in digital and the need for candidates is driving salaries up, so it’s more

attractive for candidates to move into.“But in the short term, there aren’t enough people

investing and training people. I’d say that to companies at large – every company needs to look at its digital strategy and base it partly around not just what’s right for the business, but realistically what kind of people they can access to help them achieve what they need to and how they can grow their own talent to create self-sustaining strategies. Not enough people are doing that.

“From what clients are telling us,” he continued, “it looks as though the economy is going to carry on doing well, while companies will continue to shift their investment spend and marketing budgets into digital. In the next 12 months, I don’t expect a great deal of change, I expect there to still be some serious shortages of candidates in key areas.”

Moving ahead, the challenge for businesses is likely to remain while roles converge and technology continues to disrupt industry. Traditional skillsets associated with the creative industries have been transformed by digital, and creative roles now often need scientific minds as well as those who can create. The shift in the wider creative and marketing sectors has not yet settled, and, in the view of industry experts, businesses will likely continue to find it difficult to ensure they have the internal skills needed to stay relevant to consumers and clients in the near future.Words by Angela Haggerty

THE DIGITAL SKILLS GAP

“THE NEED FOR DIGITAL CANDIDATES IS DRIVING SALARIES UP, SO IT’S MORE ATTRACTIVE FOR CANDIDATES, BUT IN THE SHORT TERM, THERE AREN’T ENOUGH PEOPLE INVESTING AND TRAINING PEOPLE.”

www.thedrum.com 20.AUG.14 THE DRUM12aDvERTisEMEnT fEaTURE

How do digital people find

National newspaperNational newspaper website

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Recruitment consultancyHeadhunter

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tHeir JobS?With today’s highly dynamic and ever changing digital landscape, there are constant opportunities for professionals to move roles. New technology, new best practices and new businesses abound.When it comes to how professionals intend to find their next role, it seems people like to cast their net wide. Some look on the website of companies they want to work for, others hit job boards. Some consult their peers for opportunities and yet more contact their preferred recruiter.Propel’s latest research – ‘Digital Salary Survey and Industry Insights’ -highlights the preferred job-searching methods for the professionals in the digital industry.

INFOGRAPHIC spread.indd 12 15/08/2014 10:48

www.thedrum.com 20.AUG.14 THE DRUM12aDvERTisEMEnT fEaTURE

How do digital people find

National newspaperNational newspaper website

Trade websiteJob boards

LinkedInFacebook

TwitterDirect application to employer

Recruitment consultancyHeadhunter

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6%7.4%20.1%37%60.1%4.1%8.2%30.7%50.6%42%38%1.1%

35.2%32.9%27.1%54.9%47.3%

34.9%36.6%38.8%75.3%55%

28.4%38%45.9%59%50.9%

21%46.5%50.4%51.4%36.2%

tHeir JobS?With today’s highly dynamic and ever changing digital landscape, there are constant opportunities for professionals to move roles. New technology, new best practices and new businesses abound.When it comes to how professionals intend to find their next role, it seems people like to cast their net wide. Some look on the website of companies they want to work for, others hit job boards. Some consult their peers for opportunities and yet more contact their preferred recruiter.Propel’s latest research – ‘Digital Salary Survey and Industry Insights’ -highlights the preferred job-searching methods for the professionals in the digital industry.


THE DRUM 20.AUG.14 www.thedrum.com InfogRapHIc13

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Applied directly to employer

CurrenT role

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35.2%38.2%41.3%66.9%56%

29.1%47.9%5%69.7%58.7%

29.7%39.5%34.9%52.1%44.4%

26.9%34.8%41.3%52.3%45.6%

14.4%

Now on its fifth edition, Propel’s ‘Digital salary & industry insights’ highlights the key trends across four main digital sectors - Marketing, Advertising, Creative Services and Technology. From core salary benchmarking to employment conditions, it provides granular industry insight by cross

referencing 4,566 records from both internal data and 2,000 surveyed respondents. Find out more about what makes digital professionals tick, from the factors that drive job change and job satisfaction to salary distributions across all levels of seniority: http://bit.ly/Wjpvii

Online advertisement / job board 11.2%

Printed advertisement 0.3%

Through my professional network 10.6%Recruitment consultancy 38.6%

Promotion 3.1%

Referred by a contact 11.9%

Social network 3.2%

Other 6.7%

supported by:


www.thedrum.com 20.AUG.14 THE DRUM14KNOWLEDGE BANK

KNOWLEDGE

BANKThis section of The Drum showcases marketing industry insights. For the opportunity to share your knowledge, contact James McGowan at [email protected] or call 0141 559 6072.

The content in this section is supported by funding from external companies and organisations. All editorial content is independent of any sponsorship, unless otherwise clearly stated. We make Knowledge Banks available for sponsors' own content. Knowledge Bank content is supplied and paid for by its respective advertiser.

SUP_RECRUITMENT_20_AUG_KB.indd 14 15/08/2014 11:48


KNOWLEDGE

BANKThis section of The Drum showcases marketing industry insights. For the opportunity to share your knowledge, contact James McGowan at [email protected] or call 0141 559 6072.

The content in this section is supported by funding from external companies and organisations. All editorial content is independent of any sponsorship, unless otherwise clearly stated. We make Knowledge Banks available for sponsors' own content. Knowledge Bank content is supplied and paid for by its respective advertiser.

SUP_RECRUITMENT_20_AUG_KB.indd 14 15/08/2014 11:48

THE DRUM 20.AUG.14 www.thedrum.com KNOWLEDGE BANK15

GABRIELE SKELTON CREATIVE RECRUITMENT

As agencies and brands get to grips with the insights and possibilities presented by the level of data about customers now available to them, it might be tempting to think that a data-fuelled or the continually-trending ‘tick box’ approach is the best way to tackle the challenge of finding the right people for your agency. There is a lot more to a person than just the boxes they tick.

It’s true that data-mining can refine a search of prospective people to include relevant experience, particular agencies, sectors or brands and certain qualifications. But the attitude that permits us to dismiss someone because they don’t ‘tick all the boxes’ is a poor excuse and is also wasting a lot of time, as well as ensuring you are potentially missing out on some fabulous talent that could be nurtured and moulded.

Moreover, as we start to include broader sources and more sophisticated techniques into searches, it might be tempting to think that data-mining can deliver candidates who are a good cultural fit too.

But when it comes to hiring the right people, data can save us time, increase efficiencies and provide a short-cut to board approval of our hiring choices. But

it has no guarantee of what really lies underneath. No amount of data can or ever will replace the value of having real people, who understand your business, involved in the search for the best people for your agency. And that applies to both internal and external recruitment managers, like Gabriele Skelton. Without a full appreciation of your agency culture, your objectives, your clients and your hopes and dreams for the future, data is just data.

As with customer data, its power lies in its interpretation, not in its mere existence.

Just as knowing that x% of mobile searches result in an in-store purchase is meaningless without contextualisation into why that might be the case and what the brand’s objectives are; so having a shortlist of candidates that fit a series of requirements is meaningless without a true assessment of personality and agency culture fit, team

Why people, not data or a tick box approach, should be at the heart of your hiring strategy

Tel: 0207 580 0666Email: [email protected]: www.gabrieleskelton.comTwitter: @gabrieleskelton

or agency objectives and an understanding of what each individual wants next and in their future career.

Anyone who’s ever had any involvement in developing or communicating an agency’s culture will know how tricky it is to develop values that do justice to the myriad of personalities and talent within its four walls; each department, and sometimes each team, can have its own sub-culture. It’s an art to define a set of words or statements that are compelling and true – that resonate with everyone and that everyone can stand behind – without homogenising the entire agency.

Imagine how difficult it is then to apply those words or phrases to prospective employees – and how inadequate a data search can be. Enough said.

Let’s use data the way we’re meant to be using it: to help speed things up but never to replace people in the process.

“NO AMOUNT OF DATA CAN REPLACE THE VALUE OF HAVING REAL PEOPLE … INVOLVED IN THE SEARCH FOR THE BEST PEOPLE FOR YOUR AGENCY.”

Sally Waters Integrated ConsultantGabriele Skelton

KB-Rec.indd 15 15/08/2014 10:43


TWIST RECRUITMENT

Communication is often simple. You have your friends and work colleagues, and they ‘get you’. You know what to say to who and how to say it. But what about your non-verbal communication with your ‘online friend’ and people you have often never met? In a time when people don’t have much experience in how to communicate on social media, do you know how you are being perceived? It’s time to create the perfect online professional you!

As LinkedIn is the largest professional networking site, this is a great place to start. It is important to be aware of how you are selling yourself, your current company, and how to be discovered by the right people.

The recruitment process is no longer ‘what you know’ it’s ‘who you know’ and ‘who knows who you know’! Get to understand the market, who the influencers are, and connect. This is great for your online presence and you are more likely to get invites from other relevant professionals. LinkedIn gives you the opportunity to create the ’Online CV‘ or , as I call it, the ‘cardiovascular you’ which is much more precious than a standard CV. Be creative with your profile, connect with peers and engage and share stuff that is on your wavelength! • Be creative! Include links to what you have worked

on, portfolios are vital to stand out from the crowd, so be proud of your work!

• Be self-aware! Use your key strengths and add them as keywords on your profile. This will enable the right recruiters and clients to approach you.

So you have all of your connections, you have updated skills, now what? You need to show off your knowledge and interests. First step - Read read read! Be sure the information you share is informed and relevant. Once information is posted online, you have no control over whose eyes may end up seeing it! Social media (or nonverbal communication) has the potential to make or break you. In the past, 93% of communication happened through body language, so communication on all social channels is vital.

Personal ExperienceWithin a work situation and in your professional life you should be aware more than ever before that we live in a judgemental society (especially within the media industry) and so you should try and be on the ball at all times. People say life is a pitch, it is! The media world is generally a meritocratic one but always remember that you can get your ‘online you’ to sell on your behalf too, (e.g. get recommendations from clients and more senior colleagues) the phrase ‘it won’t sell itself’ comes to mind!

Job hunting? Let your ‘online you’ do the work

Tel: 0203 603 4090Email: [email protected]: www.twistorstick.co.ukTwitter: @twist_or_stick

To create the perfect social footprint follow these important steps• Don’t be greedy! Use your social etiquette and

share / comment on relevant articles and updates, you are sure to receive more interaction and get noticed.

• Be self-aware – always be aware of how you come across, whether it’s updating your skills, the articles you share or the connections you make.

• Empathise with other people’s views. Refrain from judgemental comments / views on social media.

• Protect yourself! – Ensure you review your privacy settings on all social channels, as these are often looked at too.

• Final tip, From an online perspective ensure that your social you doesn’t detract from the professional you, as we have heard of more than a few cases where people who have perhaps been a little lose tongued online have had offers withdrawn or not to be made in the first place!

“IN A TIME WHEN PEOPLE DON’T HAVE MUCH EXPERIENCE IN HOW TO COMMUNICATE ON SOCIAL MEDIA, DO YOU KNOW HOW YOU ARE BEING PERCEIVED? IT’S TIME TO CREATE THE PERFECT ONLINE PROFESSIONAL YOU!”

Paul WoodDirectorTwist Recruitment

KB-Rec.indd 16 15/08/2014 11:36


TWIST RECRUITMENT

Communication is often simple. You have your friends and work colleagues, and they ‘get you’. You know what to say to who and how to say it. But what about your non-verbal communication with your ‘online friend’ and people you have often never met? In a time when people don’t have much experience in how to communicate on social media, do you know how you are being perceived? It’s time to create the perfect online professional you!

As LinkedIn is the largest professional networking site, this is a great place to start. It is important to be aware of how you are selling yourself, your current company, and how to be discovered by the right people.

The recruitment process is no longer ‘what you know’ it’s ‘who you know’ and ‘who knows who you know’! Get to understand the market, who the influencers are, and connect. This is great for your online presence and you are more likely to get invites from other relevant professionals. LinkedIn gives you the opportunity to create the ’Online CV‘ or , as I call it, the ‘cardiovascular you’ which is much more precious than a standard CV. Be creative with your profile, connect with peers and engage and share stuff that is on your wavelength! • Be creative! Include links to what you have worked

on, portfolios are vital to stand out from the crowd, so be proud of your work!

• Be self-aware! Use your key strengths and add them as keywords on your profile. This will enable the right recruiters and clients to approach you.

So you have all of your connections, you have updated skills, now what? You need to show off your knowledge and interests. First step - Read read read! Be sure the information you share is informed and relevant. Once information is posted online, you have no control over whose eyes may end up seeing it! Social media (or nonverbal communication) has the potential to make or break you. In the past, 93% of communication happened through body language, so communication on all social channels is vital.

Personal ExperienceWithin a work situation and in your professional life you should be aware more than ever before that we live in a judgemental society (especially within the media industry) and so you should try and be on the ball at all times. People say life is a pitch, it is! The media world is generally a meritocratic one but always remember that you can get your ‘online you’ to sell on your behalf too, (e.g. get recommendations from clients and more senior colleagues) the phrase ‘it won’t sell itself’ comes to mind!

Job hunting? Let your ‘online you’ do the work

Tel: 0203 603 4090Email: [email protected]: www.twistorstick.co.ukTwitter: @twist_or_stick

To create the perfect social footprint follow these important steps• Don’t be greedy! Use your social etiquette and

share / comment on relevant articles and updates, you are sure to receive more interaction and get noticed.

• Be self-aware – always be aware of how you come across, whether it’s updating your skills, the articles you share or the connections you make.

• Empathise with other people’s views. Refrain from judgemental comments / views on social media.

• Protect yourself! – Ensure you review your privacy settings on all social channels, as these are often looked at too.

• Final tip, From an online perspective ensure that your social you doesn’t detract from the professional you, as we have heard of more than a few cases where people who have perhaps been a little lose tongued online have had offers withdrawn or not to be made in the first place!

“IN A TIME WHEN PEOPLE DON’T HAVE MUCH EXPERIENCE IN HOW TO COMMUNICATE ON SOCIAL MEDIA, DO YOU KNOW HOW YOU ARE BEING PERCEIVED? IT’S TIME TO CREATE THE PERFECT ONLINE PROFESSIONAL YOU!”

Paul WoodDirectorTwist Recruitment

KB-Rec.indd 16 15/08/2014 11:36

THE DRUM 20.AUG.14 www.thedrum.com KNOWLEDGE BANK17

6TALENT

Job boards can be confusing places; role titles nowadays blend into one another. Is a Customer Service Advisor the same as a Customer Relationship Administrator, or two very different things? Can a candidate really envisage the differences between the role being advertised (your business and brand) from any of the others available to them? And what makes your company a better option than the next one down the road? I can hear the click of the candidate’s mouse as they pass your advert by and move on to the next one in seconds.

Through every element of their recruitment efforts, many organisations don’t do enough to show the candidate how much they want them to be part of their team. The belief inside the organisation, particularly at the C-level, is that ‘we’re an amazing place to work’ and ‘why would anyone want to work anywhere else?’, but then minimal investment, if any, is made in engaging with candidates to demonstrate evidence to support this and show what a great place your business really is.

Organisations in today’s economy, where pressure on resources is as high as it has ever been and where the need for recruitment to be delivering the best results has never been more important, should get back to basics by understanding what drives the decision of a candidate to join them and take a good look at how they attract their future employees. Aim to become a magnet – a force pulling your ideal candidates towards your organisation – rather than a fisherman in the wide open ocean with all the other brands similar to you, hoping for a bite from the big fish!

The technology powerhouses are the names we all associate with this kind of magnetic effect, and we would be right in making this link, but it’s also possible for organisations of all shapes and sizes to acknowledge the importance of this approach and take some basic steps to build a brand that can have the same effect.

Understanding what is at the heart of recruitment is a good place to start. It’s all about people, right? So take some time to get into the head of your ideal candidate. Think about the things that make them stand out in a crowd and form a picture of them and everything about them in as much detail as you can. What are their drivers in life? Are they located in any specific geographic location? Did they study at a particular institution? Or are they regular users of one social media platform or active everywhere? Do some proper brainstorming on these points and take the discussion as far and wide as you can.

Next, consider how best to demonstrate to this ideal candidate how you meet their needs as an employee. Focus at this stage should go into the message rather than the mode of transporting it (this comes later). This is the element that many organisations spend too little time on and miss its importance within the whole recruitment process. Think about what you all know and love about your brand and the tools that you already use (hopefully successfully) to drive new customers your way and use this to help create your magnet. The brainstorming results will drive this discussion and this is where you need to

think hard and be as creative and innovative as possible.The range of ways that you can then engage with

candidates has gone crazy in the last few years. But before you dive headlong into the development of new social platforms and tools, start at the very beginning and focus on your basic content. Remember that you only need to go where your ideal candidates go, so create your message specifically for them and use the appropriate platforms to share it. Ensure you collect data at every point possible to monitor activity and track all of your efforts and you’ll very soon be able to see positive change in terms of who you attract and how they feel about your organisation as they pass through your selection processes.

How to win the war for talent

Ian MountfordManaging Director 6Talent

Tel: 01925 412401Email: [email protected]: www.6talent.comTwitter: @6Talent

“UNDERSTANDING WHAT IS AT THE HEART OF RECRUITMENT IS A GOOD PLACE TO START. IT’S ALL ABOUT PEOPLE, RIGHT? SO TAKE SOME TIME TO GET INTO THE HEAD OF YOUR IDEAL CANDIDATE.”

KB-Rec.indd 17 15/08/2014 10:44

www.thedrum.com 20.AUG.14 THE DRUM

ACCOUNT EXECUTIVE - DESIGN AGENCY

DIGITAL PRODUCER

SEO EXECUTIVE

HEAD OF CONTENT AND SOCIAL MEDIA MARKETING

ARTWORKER

SENIOR STRATEGIST

DIGITAL DESIGNER

DIGITAL PROJECT MANAGER

ACCOUNT DIRECTOR

SENIOR CREATIVE TEAM

Highly creative agency based in Manchester city centre, with a focus on digital design is on the lookout for an experienced account executive to join its team. http://bit.ly/Vm8pQ5

Soho based digital agency need a digital project manager. You’ll be up for the challenge of taking ownership of multiple projects from pitch to sign-off. http://bit.ly/1Bg9PMZ

An exciting role has emerged for an SEO executive within an exciting, progressive digital and design agency. You will be responsible for planning and managing client SEO campaigns. http://bit.ly/Y7RRNo

Can you work on a strategic level and have a thorough understanding, and direct experience of, campaign planning and execution across the marketing mix - paid, earned and owned media? http://bit.ly/1pP7ulU

Leeds based agency looking for an artworker to join a small but tightly knit studio who are delivering an excellent standard of creativity for some of the biggest brands in the UK. http://bit.ly/1ptO9Ig

If you have had exposure to global brands within the retail sector and have led strategy and the development of strategic insights then this could be an interesting opportunity for you. http://bit.ly/1Bg9M3y

Branding & digital marketing agency looking for a digital designer to join its team in Derby. You will need previous agency experience producing designs for websites, Apps, emailers and print projects. http://bit.ly/XjoiZ4

An opportunity has arisen to join a fantastic B2B and B2C agency working on top tier clients and projects. You will hit the ground running, using standard project management methodologies. http://bit.ly/1p9y1uN

This award winning digital agency based in East London works with some of the world’s most enduring and recognizable brands. You will head up a team of 6 people and lead the accounts. http://bit.ly/1oLG7W4

A leading ATL agency based in the heart of Shoreditch is looking for a senior creative team. You will be part of a concept-driven, 360 creative team working across all studio brief. http://bit.ly/1ptOcUe

North West | £17,000 - £20,000

London | £40,000

North West | £18,000 - £22,000

Yorkshire & The Humber | £35,000 - £45,000


London | £55,000 - £75,000

East Midlands | £25,000

South East | £40,000 - £45,000

London | £45,000 - £55,000

London | £45,000 - £60,000

NEW JOBS UPLOADED DAILY AT WWW.THEDRUM.COM/JOBS

18RECRUITMENT

Over 800 live jobs on The Drum, visit:www.thedrum.com/jobsTo find out more call Tehmeena on 0141 559 6064

RECRUITMENT_1.indd 18 15/08/2014 10:42

www.thedrum.com 20.AUG.14 THE DRUM

ACCOUNT EXECUTIVE - DESIGN AGENCY

DIGITAL PRODUCER

SEO EXECUTIVE

HEAD OF CONTENT AND SOCIAL MEDIA MARKETING

ARTWORKER

SENIOR STRATEGIST

DIGITAL DESIGNER

DIGITAL PROJECT MANAGER

ACCOUNT DIRECTOR

SENIOR CREATIVE TEAM

Highly creative agency based in Manchester city centre, with a focus on digital design is on the lookout for an experienced account executive to join its team. http://bit.ly/Vm8pQ5

Soho based digital agency need a digital project manager. You’ll be up for the challenge of taking ownership of multiple projects from pitch to sign-off. http://bit.ly/1Bg9PMZ

An exciting role has emerged for an SEO executive within an exciting, progressive digital and design agency. You will be responsible for planning and managing client SEO campaigns. http://bit.ly/Y7RRNo

Can you work on a strategic level and have a thorough understanding, and direct experience of, campaign planning and execution across the marketing mix - paid, earned and owned media? http://bit.ly/1pP7ulU

Leeds based agency looking for an artworker to join a small but tightly knit studio who are delivering an excellent standard of creativity for some of the biggest brands in the UK. http://bit.ly/1ptO9Ig

If you have had exposure to global brands within the retail sector and have led strategy and the development of strategic insights then this could be an interesting opportunity for you. http://bit.ly/1Bg9M3y

Branding & digital marketing agency looking for a digital designer to join its team in Derby. You will need previous agency experience producing designs for websites, Apps, emailers and print projects. http://bit.ly/XjoiZ4

An opportunity has arisen to join a fantastic B2B and B2C agency working on top tier clients and projects. You will hit the ground running, using standard project management methodologies. http://bit.ly/1p9y1uN

This award winning digital agency based in East London works with some of the world’s most enduring and recognizable brands. You will head up a team of 6 people and lead the accounts. http://bit.ly/1oLG7W4

A leading ATL agency based in the heart of Shoreditch is looking for a senior creative team. You will be part of a concept-driven, 360 creative team working across all studio brief. http://bit.ly/1ptOcUe

North West | £17,000 - £20,000

London | £40,000

North West | £18,000 - £22,000



London | £55,000 - £75,000

East Midlands | £25,000

South East | £40,000 - £45,000

London | £45,000 - £55,000

London | £45,000 - £60,000

NEW JOBS UPLOADED DAILY AT WWW.THEDRUM.COM/JOBS

18RECRUITMENT

Over 800 live jobs on The Drum, visit:www.thedrum.com/jobsTo find out more call Tehmeena on 0141 559 6064

RECRUITMENT_1.indd 18 15/08/2014 10:42

25TH SEPTEMBER 2014MERCURE MANCHESTER PICCADILLY HOTELBOOK YOUR TABLE AT WWW.RECRUITMENTBUSINESSAWARDS.COM/BOOK

BOOK YOUR PLACE AT THE RECRUITMENT EVENT OF THE YEAR

The Recruitment Business Awards are on the way and you need to make sure that the date is in the diary.

It’s not just an awards ceremony but a night when the whole industry, from agencies to consultancies will come together to celebrate the best the recruitment industry has to offer.

It’s the perfect platform for you to network with potential new business leads and partners. It’s a great night out for the team and great place to entertain your clients.

Sponsored by: Powered by:

FullSinglePage.indd 1 12/08/2014 14:04FullSinglePage.indd 1 15/08/2014 10:40

Campaign Management/ Optimisation

Ad Operations

Account Management

Technical Account Management

Agency Sales

BusinessDevelopment

Client Direct Sales

PPC/Biddable

SEO

Affi liate

Social

Email

Digital Designers

Web Managers

Product Managers

Project Managers

Online Copywriters

Media Operations Digital Sales Marketing Content & Creative

@SphereDigRec spherelondon.co.ukt: 0203 728 2973

Join ourfast-growing team?

PROUD SPONSORS‘Publishers Choice of Ad Technology’ WINNER 2013

We’re Sphere, the digital recruitment all-roundersfor digital media, marketing, content & creative talent.Our clients are leading publishers, brands, tech providersand agencies.Sphere Digital Recruitment is a specialist recruitment company, based in Covent Garden, London.Our clients are leading publishers, brands, ad technology providers, media owners and agencies.Our candidate network spans media, creative, content and marketing talent.

We know people in every nook and cranny of the industry. And our real skill is bringing all of thecommunities of the digital world together to give you an all-round service that consistently deliversthe results that you want.

We are one of the fastest growing recruitment agencies in the UK. And we’re looking for ambitious people who want to become part of our journey.

Whether you are interested in joining Sphere or hearing about our award winningrecruitment practices please get in touch today.

(Back row, le� to right: Matt Demain, Joe Conlon Perry, Ali Kennedy, Ray-Leonard Marshall, Jamie Cox, Gemma McGeary, Swaran Sandhu) (Middle row: Charlotte Hunt,Gregory Mark, Blake Moore, Samantha Start, Holly Simpson) (Front row: William Slack, Niall Phelan, Niomi Cowling, Edward Steer)

Pictured; our current team


Documents

SUP RECRUITMENT 20 AUG COVER.indd 1 …img01.thedrum.com/s3fs-public/news/177345/Recruitment...FullSinglePage.indd 1 15/08/2014 10:39 THE DRUM 20.AUG.14 INSIDE03 CONTENTS THE NEW RECRUITMENT