Tomorrow Future Skills Profiles in the Media Industry Erik Stevens Chairman of the Board A short introduction of GOC Dutch consultancy firm and training centre with main focus on Creative Industry ID: 427447
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Slide1
2020 Starts
Tomorrow-Future Skills Profiles in the Media Industry
Erik Stevens,Chairman of the Board Slide2
A short introduction of GOC:
Dutch consultancy firm and training centre with main focus on Creative IndustryOwned by social partners (employers & unions)Core activities: (labour)market research, technical
and ‘soft skills’ training, organisational consultancy (strategy, productivity), development
of new programs for educational institutions &
labour mobility (from job to job)Slide3
In 2013 GOC researchers travelled to 2020 to search for new competences in the media industry (specifically: publishing & media production).
With which insights did they travel back in time?Slide4
First: an experiment
Three questionsSlide5
1.
A racquet and ball cost together €1,10. The racquet costs €1 more than the ball. How much does the ball cost? _____cent Slide6
2
. If 5 machines need 5 minutes to make 5 panels, how much time does it take for 100 machines to make 100 panels? ____minutes Slide7
3
. In a pond grows a tuft of waterlilies. Every day this tuft doubles in size. If it costs 48 days for this tuft to cover up the whole of the pond, how long does it take to cover half the pond? ____daysSlide8
The ‘easy route’
answers:10100
24 daysSlide9
The right
answers:5
547 daysSlide10
The relevance of this experiment:
When thinking about the future we tend to choose the ‘easy route’ for ourselves.Slide11
Why?
Because it ‘protects’ us from uneasy thoughts. It’s a self-defense mechanism which eases the inevitable pain accompanying change.Rational thought – analysis – forces us to ‘open our eyes’, see the consequences and act accordingly.
This, however, is not mainstream! Slide12
A
bizar illustration:In our annual research on economic developments in the Dutch graphical industry, in 2014 we asked the following question:“
What is the main strategic focus of your company at this moment?Slide13
A
bizar example:
Main
strategic
focus
% of
total
No specific
strategy: “we do our thing”
46%
Growth with
existing products/services
17%
Cost reduction
14%
Broadening products/services offering
12%
Development of new business models
8%
Realize a merger or acquisition
2%
Back to core business
1%
100%
Red =
denying
or
downplaying
rapid
changes
(
total
78%)
Black =
realizing
change is
necessary
(22%)Slide14
The last 2 years:
Many presentations of the research findingsEducational institutions are more readily changing than companies
The market sees new companies (new entrants) taking over businessSlide15
As Einstein said:
If you keep doing what you did, you keep getting what you got.The only trouble is: the market is changing rapidly and traditional business activities are losing ground.Slide16
Let’s look at some market changes:
Advertising:Mobile marketingVideo ads
Content marketing‘customer journey’
“Bonding instead
of branding”Slide17
Let’s look at some market changes:
Journalism:Online first/offline secondDatabase publishing
Big dataVideo/audio/text ‘integration’
“(Big) data has become just as important as content”Slide18
Let’s look at some market changes:
Media production:Cross media capabilities (one stop shopping)Project management (Scrum)
Efficiency: digitization of production logisticsSlide19
What does this mean for skills?
What these trends show isthe big dilemma:Generalist or specialist??
Technology seems to force us to broaden our competences, but this makes in depth skillsnearly impossibleSlide20
Looking at 2020 we tackled this dilemma by defining ‘competence profiles’ instead of ‘job descriptions’:
trained for new skills, whichever the jobWe found and described 10 competence profilesSlide21Slide22
10 profiles:
Concept managerCommunity managerWeb care assistantInteractive marketeer
Content logistics managerContent logistics engineer
Content engineer
Data journalist
Data visualization-designer
3D-print designerSlide23
The Concept Manager
develops content concepts based on
market research; a strategic,
analytical
thinker and can-do-er
!
The
Community
Manager
engages
with
consumers
and fans online;
an
energetic
network
builder
and a
social
media expert!
The
Webcare
Specialist monitors online
conversations
and
answers
customers
’
questions
; A service
oriented
social
media fan!The Interactive Marketeer designs and initiates interactive marketing campaigns; a
creative
and cross-
disciplinary
multitasker
!
The Content
Logistics
Manager is
responsible
for
back-end
service and
logistics
of web2print
sales
;
an
enterprising
problem-solver
!Slide24
The Content
Logistics Engineer plans and monitors multimedia production processes; a
concise and precise
problem
solver!
The Content Engineer
edits
and
formats
digital files,
writes
scripts and is up to date
on
digital media and
technologies
;
eager
to
learn
and do!
The 3D Print Designer
supervises
the 3D
printing
procees
from
sketch to product; a
creative
and
experimenting
designer!
The Data
Visualization
designer
creates
audiovisual
content based on large datasets; an
analytical
thinker
and a
creative
designer!
The Data journalist
collects
,
processes
and
interprets
data and
creates
content
based
on
them
; a
inquisitive
storyteller
.Slide25
The essential skills of 2020…
To
Curate
To
Create
To
Communicate
To
ConvertSlide26
… are required to perform core activities
Aggregation
Content
production
Advertisement
and distribution
RealizationSlide27
Now, 2 years later, we might add the following footnotes:
the growing necessity of Cooperative skills (network economy, solving the dilemma generalist-specialist)
- The importance of Audio Visual (concepts & production)Slide28
So
…. What is next?What do we do today
to be prepared
for
2020?
What
does
this
mean
for
our
HR
policies
,
for
company training programs,
for
educational
institutions
?
?Slide29
Rationally
or logically we would say:2020 starts tomorrow
So we already
start training and
educating
Not
for
new jobs, but
for
essential
skills
We have to
learn
how
to
learn
. And…
how
to keep
learning
.
Ideally
we
would
hope
that
:
Companies
demand
this
from
your
training
institutions
!Schools and training institutions invest
in
future
skills profiles!Slide30
BUT:
remember the mental shortcuts and the defence mechanisms?
A further illustration
:Slide31Slide32Slide33Slide34Slide35
Even
if we know that our brain is playing
tricks with us, it’s
still
hard
to resist and therefore we
tend
to
persist
in
denial
…Slide36Slide37
KEEP THAT IN MIND WHEN LOOKING AT THE FUTURE!!!!!!!Slide38
P.S.
The publication “2020 starts tomorrow” can be downloaded
from our site:http://www.goc.nl/Onderzoeken-Publicaties/2020-starts-tomorrow