Digital Talent Report 2015

Digital Talent Survey 2015

Presented by Adrian Dennis, Principal Consultant E: [email protected]

A 2013 study by consulting firm Capgemini found that a staggering “90% of companies were missing the digital skills they require to keep pace with the new digital economy.” This is just one piece of evidence that corporate Australia has struggled to make inroads in closing the digital skills gap in recent years.

Orchard HRO surveyed over 100 companies across Australia last month to see if this trend had shifted…

Digital talent in Australia: losing the battle but winning the war?



Within corporate structures across Australia, the digital function remains under-developed. Most commonly digital is integrated into other areas of the business such as IT or Marketing.

Where does Digital sit?

Only 5% of companies have a stand alone digital function

Technology Marketing

Operations Finance

Executive

Digital



Given the broad cross sector of industries surveyed, this trend shows strong promise that companies are realising the convergence of business and commercial opportunities with digital engagement.

“ ”Implementing marketing automation company wide and improving customer engagement through digital channels would be a huge benefit

- eBusiness Development Manager

77% rank digital as a high business priority

1%

3%

19%

32%

45%

High

Very High

Average

Low

Nil

What’s #trending in Digital? Importance of Digital



Today more companies are implementing strategies that encompass all facets of business-critical digital technology. They are striving to use and leverage digital technology as a competitive advantage for business in internal and external operations.

Abbreviated 45%

Holistic 55%

55% of businesses have an integrated, holistic concept of digital

What’s #trending in Digital?

Perception of Digital



77% of companies prioritise their website & online presence

67% use data & analytical tools

62% of businesses regularly use social media

59% have developed a mobile presence

46% prioritise search engine tools like SEO & SEM

32% of companies rely on their internal web systems

“”

One of our top priorities is to leverage company owned and operated digital assets to cross-market our products to existing and potential audiences

- Sales Manager, Victoria

What’s #trending in Digital?



Low Priority 13%

High Priority 87%

Importance of attracting digital talent

Ability to attract digital talent

It is clear, digital is a high priority for companies. However 40% of participants report their organisation as poor to average at engaging digital talent. This demonstrates a persistent gap between needs and fulfilment.

Previous studies report half of respondents believed their company was average or below at engaging digital talent. Our study shows improvement, with 60% rating digital engagement as good to excellent.

Poor – Average 40%

Good – Excellent 60%

87% of leaders believe attracting top digital talent is pivotal to their business

Key talent battlegrounds



Data / Web Analysts

Social Media

Search/SEO Specialists

Other

Marketing

Developers/Programmers

Strategists

UX/UI Designers

Product Managers

“ ”Previously niche skills such as cloud specialists and data scientists are increasingly sought after.

- National Recruitment Director

Some skill sets such as Data and Web Analysts have become less challenging to find* whereas the difficulty of attracting top Digital Strategists and Product Managers has increased.

Gen Y digital natives may be tomorrow’s leaders in the digital economy however, a lack of commercial acumen and business experience, leaves a short term leadership gap in the sector.

The hardest digital skill sets to find…

23%

21%

20%

15%

14%

15%

25%

40%

15%

*Capgemini Report (2013). “The Digital Talent Gap: Developing Skills for Today’s Digital Organizations”

Key talent battlegrounds



• Digital is gradually shifting from simply an item on Australian companies’ agendas to an integrated part of all business activity

• Over the next 5 years the prominence of the Chief Digital Officer will increase exponentially in line with the surge of digital as a core business function

• Signs of improvement among Australian companies in the way they engage digital talent following their increased use of more innovative methods of employer brand marketing

• The ability to attract talent still lags behind the urgency and need for digital skills. Organisations need to invest further and improve their digital talent acquisition, development and retention strategies

The wins…

The challenges…

How Australia can win the digital talent war

• The most important digital skills required today may not be the most important tomorrow. Keeping pace with the ever-changing digital landscape has never been harder

Digital Talent Report 2015

Business

Transcript of Digital Talent Report 2015