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Rachel Aldighieri, Managing Director of the Data and Marketing Association (DMA), said that upskilling marketing is critical to meeting the day-to-day business needs, especially as the current tough economic climate puts extreme pressure on corporate resources. argue that it must be
DMA’s “micro upskilling” pilot, which began in July 2022, represents a potential solution to this problem. The initiative involved his 150 marketers from 16 companies, who spent just one hour a week upskilling to develop their digital skills.
According to the DMA, which analyzed the pilot results after six months, more than half (52%) of learners reported feeling positively engaged in upskilling as a result of the scheme. 46% report developing new skills that they would not have been able to do. Otherwise.
The pilot was launched to help the marketing industry address a significant gap in data and digital skills. According to data from the 2023 Marketing Week Career and Salary Survey, more than a third (34.4%) of his more than 3,000 marketers surveyed said data and analytics skills were the main gap within their teams. It is said that
One of the key steps to closing this gap, DMA said, is ongoing staff training. However, that upskilling must be “realistic” and aligned with the day-to-day priorities of the business.
“We’ve heard from members that in the current economic climate people are against it, making it increasingly difficult to find time to devote to training,” says Aldighieri.
We are enabling companies to begin closing that gap and doing so in ways that drive economic and business growth.
Rachel Aldighieri, DMA
The pilot’s main goal was to make training “more accessible, more engaging and more effective.” According to the managing director, it has achieved these objectives and more.
In fact, almost 4 out of 10 learners feel that micro upskilling is better than their previous learning experience.
The DMA is now calling on companies across the UK to implement continuous learning schemes within their teams.
“Traditional learning has its place, and attending a 10-week course adds a valuable skill set, but to do that, you have to take a lot of time out of your diary. said Aldighieri.
Another advantage of micro upskilling is that it can be fine-tuned to meet the learner’s needs. She explains that the scheme allowed participants to focus on “the problem of the week” and apply the lessons immediately.
business advantage
Building skills in an industry goes hand in hand with building for business growth, Aldighieri said, noting that upskilling should not be viewed solely in terms of benefits for individual learners. claim.
A study conducted last year by The Open University in partnership with the British Chamber of Commerce (BCC) found that 78% of organizations are experiencing reduced output, profitability or growth due to skills shortages.
“We are enabling companies to start closing that gap and doing so in a way that is conducive to economic and business growth,” says Aldighieri.
Last week, Digital, Culture, Media and Sports (DCMS) Secretary Michelle Donnellan recognized that a skills gap is playing a limiting role in the growth of the marketing and advertising industry.
Speaking at a joint conference of the Advertising Association, IPA and ISBA LEAD 2023, she said bridging the skills gap between current and future workers is her department’s “top priority” on the marketing and advertising industry. said.
Cultural secretary promises to ‘go further’ to address marketing’s skills crisis
“We are in a very fortunate position with a booming creative economy. Our challenge now is to help people fill all these jobs,” Donnellan said. I got
According to a recent report from the advertising association and industry think tank Credos, there were more than 3,500 “hard to fill” roles in marketing and advertising in 2019. That percentage has likely increased since the pandemic, as companies struggle to both recruit and retain talent, according to the report.
However, a LinkedIn study found that 94% of employees would have stayed in the role longer if their employer had invested more time in their professional development.
While employees in DMA’s micro-upskilling scheme spend only one hour of learning per week, more than two-thirds (67%) of participants say the scheme makes their organization more proactive in skills development. I think I am now able to get involved.
One in three (33%) who participated in the scheme said they would be more likely to stay with the organization if micro-upskills were implemented permanently.
lead from the top
Nine out of 10 participants in the scheme said they wanted to continue microskilling within their organization, but finding time to do so during the pilot period was a challenge for 60% of participants.
A similar number (55%) said training was difficult to complete due to too many competing priorities.
Micro-upskilling is a “manageable” way to embed learning into an organization, but it still requires support from business leaders.
“This entire program is about building these continuous learning cultures, which can only be achieved if leadership gives direction, support and structure to employees,” Aldighieri said. says.
The scheme forms part of the DMA’s broader campaign to close the skills gap within the industry, she notes. Buying in from industry leaders is essential to a successful campaign.
“It’s important that leadership recognizes skills as an opportunity to increase productivity and growth,” she concludes.
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