Companies across industries are competing to get noticed online. That’s why digital marketing professionals are in demand and the need to retain talent is high on the agenda for many HR professionals.
Employee experience (EX) has become a must for companies wanting to attract and retain key talent.
That’s why according to wtw’s 2021 Employee Experience Survey, 92 percent of organizations are prioritizing EX enhancements over the next three years compared to just 52 percent pre-pandemic to increase employee engagement, drive productivity and create a happier workforce.
As the need for digital marketers continues to grow (just see what CMOs are saying in our report), companies need to offer people more to stay.
It’s no longer about unlimited holidays or bonuses, marketers want to work in an environment that values their talents and offers continuous learning opportunities and a clear career path.
Hiring is just the beginning
Finding and recruiting digital talent is only the start. Alternative career options for employees don’t magically disappear the moment they start a new job.
Digital talent is now considering leaving a new job within a few months and taking a different one elsewhere, thanks to a favorable employment market.
This means they won’t face the criticism or repercussions that was typical of employees who jumped from one company to another just a few years ago.
When new employees join your team, it’s unwise to assume they are happy, comfortable and content where they are. In fact, you need to ‘rehire’ your top talent every single day.
This means you have to give them reasons to keep working for your company. And although a good salary is a start, there are other factors that can keep them motivated to stay, such as good management, flexibility, growth opportunities and so on.
If you want to achieve your business objectives, every manager in your company must prioritise talent retention since engagement leads to productivity, which, in turn, means success for your company.
1. Accelerate digital maturity
Digital marketers are always on the lookout for the next big thing. By nature, they are curious and driven and want to use technology to drive engagement, leads and revenue.
This means they want to work for digitally mature companies that provide access to the latest technology to drive online marketing activities but also collaborate and communicate in this age of hybrid and remote working.
Deloitte research found that research workers at digitally mature companies are five times more likely to be provided with the resources to innovate.
And this is not limited to millennials but applies across the board and across all age groups, demonstrating a recognition of the influence of the digital environment.
Organizations that nail down a digital strategy that includes people along with processes and technology are more successful in retaining talent.
Mature organizations emphasize transforming the business through targeted improvements in innovation, decision-making, and talent engagement.
These are the types of organizations people want to work for as they can pivot in response to challenges and offer a better employee experience and long-term career outlook than less mature organizations.
2. Microlearning
Time is precious and work is fast-paced on a digital marketing team. This means that access to learning and professional development opportunities needs to be as simple and flexible as possible.
The answer? Online- or micro-learning. The popularity of online learning has surged in the past decade increasing from 300,000 in 2011 to 220 million in 2021 according to an EdSurge article.
This popularity is down to affordability and access, but for those in digital marketing, it’s also due to the need to continuously upskill rather than just do a degree or course and you’re done!
By learning online, individuals have the opportunity to upskill at a pace that fits their schedule and have the power to dip into resources as and when required. The on-demand learning model offers easy access to content through any device, not just a laptop.
Applications that capture lectures, aid revision, and exam preparation along with student planning provide new ways for students to learn and access syllabus on the go.
The flexibility of online classes, the growth of hybrid models, and the ability to use smartphones and apps to conduct classwork have made online learning more appealing to students.
For L&D departments, providing online learning gives access to data previously unavailable. Through analytics, organizations can track the behavior and engagement of employees and understand what specialties and formats prove most engaging and successful.
3. Offer professional certification
In today’s ever-evolving digital landscape it’s easy to get left behind. Today’s companies take different approaches when it comes to seeking employees that will fit in with their company culture, remain in their roles, and strive to move up the ranks.
When employers are trying to choose between potential digital marketing candidates or looking to invest in the careers of their staff, an internationally recognized certification assures a candidate’s skill level.
Not only does a qualification of this nature demonstrate niche skills and knowledge, but also a strong ethic for learning. Continuing learning demonstrates a desire to learn, commit, and grow.
An external certification will also help an employee looking to learn new skills or a recent graduate hire keen to carve out a career in digital marketing.
Gallup’s ‘State of the American Workforce’ report found that companies with an engaged workforce are 21% more profitable.
By encouraging, and investing in staff to undertake courses that result in professional certification, a company can increase their productivity, profits, ROI and ultimately retain staff.
Constant development is the best way to harvest talent and ensure an employee is continually honing their abilities by being challenged by their role. The long-term result is loyalty, cohesion, and of course, growth.
4. Keep on top of emerging industry trends
In the world of digital, the pace of change is so rapid there is a critical need to upskill regularly to stay ahead of new technologies, strategies, and developments.
Knowing the latest digital marketing trends and developments can provide emerging opportunities for professionals to engage with customers (current and future) and drive revenue.
According to Statista, adults in the U.S. spent an average of eight hours and five minutes (485 minutes) with digital media each day in 2021, projected to increase to 508 minutes in 2024.
Embarking on a continuing education program ensures learners stay up-to-date with the latest trends and developments in their industry.
Not only that, but an overall understanding of digital platforms and processes will ensure departments can pool together their newfound knowledge and collaborate to ensure success as one big, thriving commercial entity.
Our report ‘Perpetual Evolution’ found that 74 percent of senior marketers believe that marketing organizations face a critical talent shortage due to a lack of digital skills.
By keeping up with the major moves, shifts, and trends in the world of digital, an organization can beat out competitors to gain maximum exposure from new platforms before they become saturated (just think about the rapid rise of TikTok).
As a result, companies will be able to expand their brand’s reach, become an authority in their field, and enjoy a boost in sales.
5. Promote openness and an open-door policy
Your employees will be less engaged and invested in the business if they are unaware of what is going on in the background.
Employee engagement can be increased by encouraging transparency. Make your staff feel included by sharing updates or important news, and let them know they are contributing.
Maintaining team engagement and workplace expectations both depend on open, effective communication. Ask your staff periodically if there are any obstacles to their productivity.
Get to know your staff, and maintain an open-door policy that will encourage them to approach you rather than complain amongst themselves, lose interest in their job, and become demotivated.
6. Highlight organizational culture and reputation
Organizations should also highlight the desirability of their organizational culture if they can’t offer higher pay.
For example, you can advertise your assurance of providing the finest job experience to everyone who joins your company, regardless of tenure.
If your company is already well known for its great culture and has been certified as a ‘Great Place to Work’, make sure to emphasize this during your recruitment campaign.
Of course, you can only do these things if there exists a fairly distinct and widespread awareness of what makes your company different from the extremely crowded competition.
7. Utilize both conventional and creative recruitment strategies
To be able to cast the widest net, your HR team can look at strategically combining modern with creative hiring practices.
Experiment with different strategies that have been incredibly successful not just for you but other businesses as well.
You can also integrate improvements to your careers site to ensure it is mobile-responsive, and make sure your job openings highlight the importance of each role to the user or customer experience.
For instance, you can take part in well-known tech hiring events and train key members of your current team on how to use social media to advertise vacancies or encourage inquiries.
8. Be clear with expectations
When workers are aware of the impact of their role on the company, they are more likely to be engaged. Goals should be reviewed regularly so everyone is clear about what they are aiming for.
Discussing individual progress metrics with your staff also helps them work toward their goals.
9. Provide regular feedback to employees
Feedback is useful in that it helps to highlight areas for improvement and involves the formulation of solutions to problems. Of particular importance is 360-degree feedback, which incorporates comments from all project participants.
Aside from giving them feedback, you can also ask your employees to evaluate their own performance in relation to their progress or contributions as team members.
10. Offer benefits and incentives
Giving your team well-thought-out perks, benefits and rewards can make them feel valued and, consequently, increase employee engagement.
For example, if your company offers educational programs or sponsorships, childcare services, annual health exams, dental and vision insurance, flexi timings, work-from-home options, or gym memberships, your team may feel that you are making an investment in their professional success and personal wellness.
In deciding on what benefits and incentives to offer, consider what your employees want and need from their workplace.
You can also show your staff your desire to help ease their lives by providing practical assistance, like subsidized (or totally free) nutritious meals, prepaid transportation cards, and so on.
11. Be flexible
Employees have diverse work styles or approaches to tasks. One employee’s methods may not apply to another.
Your flexibility will enable you to accommodate different employees’ preferred working methods while also promoting focus on the task at hand.
Some employees could like working in a team environment, whilst others prefer to finish tasks independently, so it’s crucial to evaluate and adjust.
12. Recognize the achievements of your staff
Acknowledge the contributions and accomplishments of employees. Even verbal praise can inspire others to do better whilst also demonstrating your appreciation for their contributions.
13. Engage employees in company goal setting
Another way to show employees the value of their work is by including them in setting goals for the business. Be honest with them when it comes to how the company is progressing toward achieving certain objectives and the results of their collaboration on certain projects.
Employees become better engaged with work when they have a clear grasp of how their job and performance affect the company’s bottom line and success.
14. Encourage independence
Employees are more likely to be involved in their work when they are encouraged to be independent.
Giving your employees autonomy in their tasks can be taken as a sign of your trust and confidence in their abilities. When this happens, they will be more invested in their job and take ownership of the results of their work.
Find and keep top digital talent
Nothing beats understanding what makes people tick, having a strong cultural fit, maintaining a reputation as an employer of choice, and making employee engagement your focus.
However, if you’re still experiencing a shortage of quality digital talent, you can also turn to the gig economy for help with project delivery and completion.
There are many talented digital professionals out there who prefer the freedom and autonomy that independent contracting provides, so don’t be afraid to tap into this alternative.
