“I get emails from friends/colleagues around Minneapolis/St. Paul and they’re all looking for the same person: A mid- to senior-level digital/social media counselor/director with deep experience in marketing and some experience in digital/social,” he writes. “They don’t exist, at least not in big numbers.”
Why are recruiters hard-pressed to find a communicator who not only possesses solid experience in traditional public relations and/or marketing strategy but knows her way around digital strategy and execution? And, to top it off, a communicator who can measure digital successes extensively, understand the infinite flow of data that analytics tools provide and use this data to help her employer pivot strategically and tactically.
Well, here are five reasons we thought of off the top of our heads:
The strong digital stars in the 30+ age bracket are running companies.
A 30+ communicator who possesses all the above qualities knows her worth. If agencies aren’t offering top (and I mean six-figure) salaries, flexibility and options like potential partnership, then those agencies can’t convince her that working for them as a W-2 employee is worth her time. Because she has these skills and can prove successes, she knows her best bet is to spread herself thinner by working with a number of clients. At least with the money she makes, she can scale her staff as her business grows.
Twenty-somethings consider terms like “social media” and “digital strategy” workplace norms.
If you’re a 30+ communicator, then the internet, email and the Adobe suite were the coolest technologies available when you were in college. Social media emerged as workplace norms as we were well into our careers (or getting that second or third degree). However, 20-something professionals are barely aware of a world in which these technologies didn’t exist.
Companies just got over the “let the intern deal with it” syndrome.
Because 30+ professionals aren’t digital natives, they’ve been taking the easy way out in the workplace: “Let the intern handle it. She’s younger and knows this stuff better than us.” Companies are just now moving beyond entrusting their digital strategy to interns and seeing it as an integral component of their overall communications and business plans.
Seasoned communicators have to be committed to independent professional development.
When looking for professional development, communicators over the age of 30 are accustomed to attending classes, conferences and seminars in person or online. But when it comes to in-depth digital strategy and analytics training, it just doesn’t exist in large numbers. To get up to speed on these topics, communicators have to be their own teachers and embark on independent study. This professional development route can be difficult to fit into these professionals already hectic schedules.
Companies need seasoned communicators and younger professionals to work together to remain viable in the marketplace.
As social media permeated the business world, companies realized that they needed the expertise of both younger and older professionals to keep up with and surpass the competition. Companies are relying on seasoned communicators to share traditional marketing and public relations experience with younger professionals beyond what they learned in college. In turn, seasoned communicators should be learning all they can from the younger professionals so that as team leaders, they can make the best decisions for the organizations and companies they represent.
Share with us: Do the 20-somethings run your company’s digital strategy teams? Do seasoned, senior employees play active roles in crafting and executing your company’s digital strategy?
Read Blindsided! Why the rapid pace of social media communication and measurement is leaving PR agencies behind
In his Forbes.com article, “PR Agencies’ Lost Year?”, Peter Himler of Flatiron Communications makes the argument that while PR agencies are fixated on the obvious rise of mobile technology and the visual web, they’re missing real opportunities to use creative hybrids of earned, paid and owned media tactics to broadcast client messages to already overloaded audiences. Himler’s article prompted aiellejai to produce this white paper. In it, we explore why the PR industry was blindsided by the emergence of new technology and the choices these professionals will have to make internally and externally to remain valuable players in the midst of the new accelerated pace of communication.