Editorial Articles

2009 proved one of the toughest, most demanding years in recent times but it is clear that it was also a transformational year in the digital arena which as we arrive halfway through 2010 is clearly set to continue.

Looking back over the last decade we appreciate how much has changed and can see that we truly are living through a seismic shift both technologically and culturally.

Six months into 2010 and there are encouraging signs of an, albeit fragile, recovery in the market with the digital arena as predicted remaining robust and providing the stimulating platform for growth and development for businesses.

Expectations

The expectations a year ago that brands and companies who, when faced with having to reduce costs would drive an increase in digital expenditure at the expense of traditional medium, has been realised and the growth of social networking, especially in recruitment, has catapulted the whole concept of communication into another dimension. We have seen this reflected in a significant increase in demand for both digital freelancers and digital permanent positions resulting in our digital brand expanding threefold over the last eighteen months.

In the market place, fully integrated agencies have blossomed as their understanding of the power of a contagious idea and how to connect directly with consumer’s sets them apart. When you combine this with the ascent of pioneering digital developments in mobile apps, for example, which are now big business, rapidly shifting from gimmick status to ‘must have’ you have a powerful mix of opportunity and unparalleled growth.

The Challenge

The challenge for digital recruiters in 2010 is not only to maintain an extensive well skilled talent pool that addresses the ever- spiralling demand for new and emerging digital expertise but to operate confidently and at speed within the social networking arena.

Any developing market or technology generates a temporary skill shortage whilst the talent pool is nurtured and developed sufficiently to meet the demands of the new environment. The current speed of digital technological advance combined with the youthful demographic influence has exacerbated the shortage of skilled candidates available in the digital arena.

There have been times when we have had to be incredibly innovative and proactive to keep up with the demand for digital freelancers with the skill sets requested by our clients. To meet the challenges we are working collaboratively and innovatively with our clients and candidates to develop creative techniques to ensure the best talent is captured and retained.

We believe that the recruitment model itself is changing, moving beyond the traditional recruitment practices to more proactive driven methods of accessing the digital community, quickly and effectively. Competition for talent will become ever more intense and fragmented incorporating in-house recruiters and social media to a far greater degree than we have seen before.

Set against this background, recruitment agencies will still be able to differentiate and add value to the recruitment process, where candidate attraction, selection and accurate matching remain fundamental. Recruiters are also finding they have a key role to play by engaging in activities designed to expand and engage the talent pool.

Training provision is often one of the first areas to be cut during recessionary times, but the reality is that training has become even more critical as we progress through 2010.

In particular customised/bespoke training has become an increasingly important tool in retaining a healthy well- skilled freelance base as well as offering flexibility and value to the permanent market.

The Human Touch

Finally much is being made of the dominance of online networking in the recruitment arena, but we strongly believe that the need for human contact and relationship development remains paramount.

Whilst social media enables people to interact extensively and communicate quickly, social networking events are flourishing as people still want to engage with each other on a face-to face basis.

We are finding that clients still appreciate the value of a fully consultative recruitment service that maximises on emerging technologies and at the same time fulfils their recruitment agenda.

So we are half way through 2010 and the signs are looking more optimistic although there is still a way to go. The good news is that the expansion of the digital market remains at the forefront of recovery and will lead the way forward for years to come!

Sue Pilgrim
Managing Director
Mac|People