The digital era has brought challenges to the demands of the market, which seeks new methodologies to avoid professional evasion
The classic view of human resources is still valid, but it started to add new demands that go beyond the procedural frontier of benefits, promotions and money. Now it is necessary to propose real interest to ensure through constant investment, not only in professional growth models, but, mainly, in the virtuous evolution of talents with management programs that entered the C-Levels agenda to avoid turnover, which almost always It is encouraged by financial offers which, however, are not always a guarantee of loyalty.
The question is serious. And it already contemplates the opening of specialized companies, mainly to fill the digital vacuum with its expertise that requires agile perception, such as the recent technologies of ChatGPT and Midjour\ney, for example. New Vegas recently launched NVX, Talent Tech Co, a spin-off with a plan to accelerate the digital transformation of brands in a humanized way by offering curated talent from the new economy.
We coach teams with the New Vegas vision, mission and values. These teams are oriented to develop solutions that influence the good quality of relationships between people and brands in a culturally relevant, socially responsible and economically sustainable way, details Ian Black, CEO, founder and partner of New Vegas.
Executive Dilma Campos also strengthens the structure of the holding company B&Partners, which controls New Vegas, to increase the ESG perspective in its 16 companies. Not just with inclusive and sustainable perception in the creative economy. At B&Partners, we have enormous potential to expand initiatives and actions with a social, environmental and positive governance impact for all people, observes Dilma.
Shining talent requires connecting jobs to people and vice versa. This is the essence of Konecte.me, a free recruitment and selection platform for the communication market founded by Celio Ashcar Jr. in 2021, currently with 10,000 registered professionals and 350 companies. The highest demand is for creative professionals (23%), followed by service (17%), production (13%), sales (12%) and media (8%).
We are currently experiencing a new moment in terms of recruiting professionals. At Konecte.me, we found that professionals are looking for more flexible jobs and a home office format, and companies are looking for more professionals for talent wherever they are. Which, on the one hand, is very good, as it removes the centralization of the Southeast and offers opportunities to talented professionals from other regions, who often miss out on opportunities for growth. The great challenge for companies is how to create a strong culture and a healthy environment with a hybrid team spread across several locations, ponders Ashcar Jr., partner at Konecte.me and CEO of AKM Performma.
On the other hand, Aline Noya, Bullet’s CCO, reinforces the idea of connecting people with individual metrics. Talent management is a work of listening and closeness, headed by the heads of the areas, whose job description is to constantly hold one-to-one conversations with their teams and map the critical points and opportunities for evolution for follow-up. Around here, we have a talent hub, which is fed and updated by the teams themselves. We also experimented with different digital tools for curating freelancers, prioritizing diversity and multidisciplinary team formation (which favors the constant exchange of references and a work environment that is always fresh and oxygenated), says Aline.
The importance of developing talent within the agency before looking for new professionals outside it is related to several factors. First, because employees already know the culture, values and methodologies used, which allows for greater alignment with the company’s vision and objectives. In addition, talent retention can be a significant competitive advantage, as it reduces recruitment and training costs and creates a more engaged and productive team, says Aline.
Willingness to do things is the KPI that guides Contedo Urbano, by Doug Monteiro. The more desire to make it happen, the better. For talent management, I use sports psychology a lot. This helps encourage people to do their best to lead. The more talent, the better our business development.
Talent management gained space with the phenomenon of social networks. A Brasileira, owned by executive director Lindomar Ervate, has its eye on the corporate digital world. We invite talents to be part of our cause, to act in a genuine and motivated way in transforming an environment that breathes content and creativity, comments Ervate.
Producer what is not lacking in the market is the choice of talents, combined with a good work process, which makes the agency/client want to work again, and again. Loyalty is what drives any business, says executive Giovana Grigolin, executive producer at Café Royal. Talent management here is very focused on professional development, connected with our culture journey. something very individualized and thought out along with the career plan that each one wants to follow. Together with this process, we are committed to promoting a diverse and inclusive work environment that aims to ensure the formation of a team that can add different points of view and experiences, give everyone an opportunity and bring about richer and healthier business discussions, says Ana Beatriz Guerra, head of marketing for the pesticides category at Reckitt Hygiene Comercial.
Enrich the business view from different backgrounds relevant to R/GA. Here we also have Make/Change, which encompasses all our ED&I initiatives at the agency, which go through hiring, membership and training initiatives, says Marcio Oliveira, SVP, managing director, at R/GA.
Artplan has a people management, recruitment and selection team that, according to Ale Bernardo, executive creative director of the So Paulo office, has expertise in hunting diverse profiles and values experience and soft skills, in addition to technical skills. We also have partnerships, such as the consultancy firm Indique uma Preta, which helps us to have a more accurate look at profile alignment.
Read the full story in the February 27, 2023 issue
(Credit: Quinton Coetzee at Unsplash)
