Whether you are in the Google category and you are looking to keep employees happily engaged or whether you are looking to attract new employees, the war for talent is heating up, and companies must be clever to win the best people. The following are some ideas for keeping and finding those rare treasures with the skills to integrate traditional and new media-advertising models.
Growth through Knowledge
Talented executives continuously want to be inspired in their jobs by tackling problems and inventing unique solutions. In an industry that is constantly evolving and expanding, "new" can be very alluring; if employees are not receiving the necessary attention to cultivate their skills, they are likely to look to competitors for inspiration. Constantly nurturing and offering educational opportunities to employees will not only qualify them for the next level but you will keep them stimulated and happy. It can be equally important to ensure individuals at all corporate levels that there is an effective acceleration program that instills team building and evokes leadership qualities.
Fun Factor
With so many companies competing for the same talent pool, companies may prevent staff from jumping ship and encourage new candidates to accept an offer through the "little things". Even free snacks and celebrations of business and personal successes keep people refreshed in the office and happy to be part of the company. However, many new-media companies who provide video-game rooms or gyms must remember that it is not just about providing office perks; supervisors must actually encourage staff to utilize them.
Approach Appropriately
The turmoil created by expansions and acquisitions — even when they are positive company moves — can make employees who were not looking for a change consider an external offer. However, these individuals need to be approached carefully. When seeking already-employed talent, you have to recognize that most people are happy where they are. When recruiting an individual, instead of pointing out negative factors, focus on the positives of making a move. Drive the dialogue by explaining the options that could potentially make the person happier in a new position.
Knowing What is Missing
With growing competition for limited talent in the new media-advertising arena, most people who are looking, and certainly ones already "happily" employed, will not settle for the average job opportunity. Understanding what is missing from people's work lives is key to presenting an offer that can fill openings. Additionally, thinking outside the typical compensation package can encourage people to join your organization. Innovative salary packages that are tailored to specific individuals' needs build strong appreciations for companies.
Talent retention is a fluid process, and no company, no matter how established or cutting edge, can assume their employees are "safe." The winners on the business-expansion front may not be the ones to triumph in the battle for talent. If companies do not understand and stay on top of the needs of their employees, they should not be surprised if they find resignation letters in their inboxes and their employees working for the competition.
About the Author
Don Leon, senior director of Stephen-Bradford's media sales practice, works with Internet and alternative-media companies to define their needs and identify the ideal talent to fulfill their goals and fit their unique corporate cultures.
Recognized for their expertise in leading international companies such as The Washington Post Company and Reader's Digest Digital, Don and his team also conduct a significant amount of searches for smaller and growing companies. He takes pride in finding the highest-caliber talent for each position.
In addition to a significant executive-search track record, Don spent more than 20 successful years in media sales and sales management. Working for publishing companies such as Miller-Freeman and Condé Nast, Don helped grow and build successful sales organizations. Tapping into his industry experience as well as his personal network, Don offers strong leadership for Stephen-Bradford's online advertising and media practice.
Don is a current member of and very involved with 212NYC.org, The Advertising Club of New York, Chicago Interactive Marketing Association (CIMA), and AWNY. He is also an active participant at IAB events and other interactive-marketing and advertising functions. He has spoken on industry panels at ad:tech San Francisco and ad:tech New York, where he shared his industry insight to help interactive-marketing companies compete in the constantly changing interactive-media world.
Don is a graduate of the University of Maryland with a B.A. in Communications and a minor in Business Administration. He lives in New Jersey with his wife and three children.
