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Nov 10, 2008 by Mark MaierRead an interesting commentary today in MediaPost about a problem that we are facing as an industry. Talent.
"I have watched skill sets change and titles become a bit more defined, but one vital aspect remains constant when building a successful digital shop--your accomplishments and longevity are directly related, above all else, to the talent you hire and retain."
The statement was from Michael Ferdman, the founder and president of the digital creative agency, Firstborn and the breadth of the problem spans the sales and marketing industry. I have watched organizations over the last several months make good hires and then not train the hire to meet the expectations. On the other hand, I have witnessed first-hand good hires who are trained and given an environment where they can succeed as they are trained to meet expectations.
I remember being a green sales rep that was given an existing account list, a handfull of sales "packages", and instructions on how to fill out an order form and then was expected to meet or exceed the previous years sales for that account list. Ok, it wasn't just that simplified but I didn't go through any formal sales training until I had been in the business for 10 years, I felt lucky that I had stuck with it and enjoyed helping my clients. I look back on those days and wish I had more training and resources to make a bigger impact on my clients.
At LPG we have watched properties struggle with Talent. The answers to those struggles are not simple but involves a whole system that is put into place to maximize your talent. We start by screening with the Profiles International system of the top candidates for positions, those profiles come with interview and coaching suggestions based on where the talent is today and what it will take to advance them to be sustaining resources to your clients. A lot of finalists have a telephone or in person interview with Sean Luce before an offer is made, that grounds them and introduces them to the training system and culture. The real work starts when they are hired as each of them goes through an Initial Training Program that lasts for a month or longer working directly with the Sales Manager. Keeping up to date with training is a key to long-term success as skills are evaluated and topics refreshed with the staff as a group. The LPG system asks for Sales Managers to continue the training on a weekly basis, ride with their staff on a weekly basis, and evaluate the staff and their success on a weekly basis with market visits by our staff to reinforce and direct the training carried out by the Sales Manager.
Those that follow the system still have the occasional problem with talent come up, but part of the system also teaches to always have a "bench", someone you are ready to hire that is waiting in the wings for an opportunity. I also agree with the commentary that talent that is hired and retained directly influences success or failure, but do you have the system in place to maximize your talent?
To read the MediaPost Commentary click here
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