Influencing people and defining positions requires responsibility and knowledge. There is, in the communication sector, a growing demand for marketing professionals who have a plural profile. Not only in technical knowledge in their area of expertise, but also in analytical capacity on relevant social issues. Thus, a question has been presented as a challenge for companies: how to act in the career development of an employee in this segment?
When analyzing the evolution of the marketing market, it is clear that there has been a major change in the scenario in the 21st century. For decades, professionals in the sector had a great goal: to impact the greatest number of people through a television advertising piece. In a few seconds, during the break of a soap opera, soccer match or talk show, it was necessary to create a desire for a certain product in consumers.
In the 21st century, especially in the last decade, this context has changed. With the creation and expansion of digital platforms, considering the diversity of language and audience among them, what was once a journey with a single path towards the final goal has become a path with multiple possibilities. This aspect, of course, began to demand new skills from marketers, as well as the contribution of organizations to the development of their employees.
In 2021, the study Global Human Capital Trends, released by Deloitte, interviewed 6,000 professionals (3,630 senior executives) in 99 countries and asked what were the most important actions the company was taking or planning to take to transform work. The most common response was “building an organizational culture that celebrates growth, adaptability and resilience” (45%), followed by “developing workforce capacity through upskilling, re-skilling and mobility” (41%).
At Visa, we believe that the employee is the protagonist of his professional trajectory, while the manager must act as a facilitator. It is necessary to know people, their characteristics, skills and perspectives so that leaders are able to help in the development of their careers.
There are people who have just been incorporated into the company or who are performing a new role in the organization. In this way, they need time to acquire new knowledge and demonstrate that they have the necessary skills for the position. There are also employees who seek to acquire knowledge about a new topic in their current area of expertise, such as an employee in the marketing sector who is interested in delving into the metaverse.
In a scenario of more complex structural transformations, there are people who aim to make the transition to an industry in which they have never worked professionally, such as a marketing professional being directed to the sales, commercial or research sector. Another example is a professional who sets a goal to be CEO of the company and seeks to go through different areas to understand organizational functioning more broadly.
In the marketing sector, it is essential that, from the moment of the interview, the leaders observe the candidate’s ability to learn and be grounded, as this is a market in constant transformation and with high demand from society. And, of course, there is the company’s mission to identify talent with leadership skills and accelerate their career to take on executive positions.
In addition, organizations must empower their teams so that they have autonomy in their roles and offer tools that enable the development of knowledge in areas that are of interest to them, increasing their engagement and motivational aspect.
In the plurality of society and the marketing segment, for example, it is essential that professionals are connected to the world and its ambiguities, its needs and know how to take advantage of data analysis to create assertive campaigns. Increasingly, it is essential that brands define positions on social issues, requiring the ability to adapt and interpret these professionals to take advantage of opportunities in communication.
When employees have the perception that there is a consolidated career development plan in place and that they are capable of achieving success, the organization also benefits. When people grow, the company also evolves and is closer to achieving success in its business strategy.
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