Protecting Your Most Important Asset

Post on 19-Oct-2014

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Advertising agencies rise or fall on the quality of their people. An agency's professional staff is its most important asset. This presentation addresses how agencies can attract, retain and grow the kind of talent they need to for long-term success

Transcript of Protecting Your Most Important Asset

CarltonAssociatesIncorporated

CarltonAssociatesIncorporated

CarltonAssociatesIncorporated

CarltonAssociatesIncorporated

CarltonAssociatesIncorporated

CarltonAssociatesIncorporated

CarltonAssociatesIncorporated

CarltonAssociatesIncorporated

CarltonAssociatesIncorporated

Advertising SpendingAdvertising SpendingRobert CoenRobert Coen

$233 Billion2000

$295 Billion2007

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Agency EmploymentAgency EmploymentAd AgeAd Age

500,0002000

450,0002007

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SeniorsSeniors

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JuniorsJuniors

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Mid-LevelMid-Level

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ChurnChurn

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Salary CostsSalary Costs

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Generational InterestsGenerational Interests

Boomers - born 1945-1964Boomers - born 1945-1964 Current age 44 – 63Current age 44 – 63 85 Million of them85 Million of them

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Generational InterestsGenerational Interests

Boomers - born 1945-1964 Boomers - born 1945-1964 Current age 44 – 63Current age 44 – 63 85 Million of them85 Million of them

Generation X - born 1964 – 1980Generation X - born 1964 – 1980 Current age 28 – 43Current age 28 – 43 50 Million of them50 Million of them

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Generational InterestsGenerational Interests

Boomers - born 1945-1964 Boomers - born 1945-1964 Current age 44 – 63Current age 44 – 63 85 Million of them85 Million of them

Generation X - born 1964 – 1980Generation X - born 1964 – 1980 Current age 28 – 43Current age 28 – 43 50 Million of them50 Million of them

Millennials (Gen Y) – born 1980 – Millennials (Gen Y) – born 1980 – 1990+1990+ Current age 18 -28Current age 18 -28 76 Million of them 76 Million of them

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CarltonAssociatesIncorporated

The Hourglass Model The Hourglass Model

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The Hourglass Model The Hourglass Model

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The Hourglass Model The Hourglass Model

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The Hourglass Model The Hourglass Model

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The Hourglass Model The Hourglass Model

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The Hourglass Model The Hourglass Model

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Feeding the Hourglass Feeding the Hourglass ModelModel

Talent Talent marketingmarketing

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Feeding the Hourglass Feeding the Hourglass ModelModel

Talent Talent marketingmarketing

RecruitingRecruiting

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Feeding the Hourglass Feeding the Hourglass ModelModel

Talent Talent marketingmarketing

RecruitingRecruiting TrainingTraining

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Training AloneTraining Alone Booz AllenBooz Allen

Over 6% of total payrollOver 6% of total payroll Ernst & YoungErnst & Young

Over a Billion Dollars a yearOver a Billion Dollars a year Ritz CarltonRitz Carlton

198 hours per year for each 198 hours per year for each employee employee

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Feeding the Hourglass Feeding the Hourglass ModelModel

Talent Talent marketingmarketing

RecruitingRecruiting TrainingTraining MentoringMentoring

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Feeding the Hourglass Feeding the Hourglass ModelModel

Talent Talent marketingmarketing

RecruitingRecruiting TrainingTraining MentoringMentoring Weeding Weeding

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CarltonAssociatesIncorporated

The Bloated Model The Bloated Model

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CarltonAssociatesIncorporated

Millennials Millennials

NarcissisticNarcissistic SpoiledSpoiled SelfishSelfish DisloyalDisloyal DemandingDemanding NegativeNegative DistrustfulDistrustful Pain in the assPain in the ass

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Millennials Millennials

NarcissisticNarcissistic SpoiledSpoiled SelfishSelfish DisloyalDisloyal DemandingDemanding NegativeNegative DistrustfulDistrustful Smart assesSmart asses

SmartSmart Well educatedWell educated ConfidentConfident PositivePositive Team orientedTeam oriented Community serviceCommunity service Well behavedWell behaved TrustworthyTrustworthy

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CarltonAssociatesIncorporated

Raw TalentRaw Talent Race horsesRace horses

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Raw TalentRaw Talent Race HorsesRace Horses SmartSmart

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Raw TalentRaw Talent Race horsesRace horses SmartSmart High energyHigh energy

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Raw TalentRaw Talent Race horsesRace horses SmartSmart High energyHigh energy High self-esteemHigh self-esteem

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Raw TalentRaw Talent Race horsesRace horses SmartSmart High energyHigh energy High self-esteemHigh self-esteem Results orientedResults oriented

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Raw TalentRaw Talent Race horsesRace horses SmartSmart High energyHigh energy High self-esteemHigh self-esteem Results orientedResults oriented Grow or go mentalityGrow or go mentality

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CarltonAssociatesIncorporated

What is a Mentor?What is a Mentor? Dictionary Dictionary

definitiondefinition Wise advisorWise advisor Loyal friendLoyal friend Trusted GuideTrusted Guide TeacherTeacher Coach Coach

Mentoring is an Mentoring is an Act of Act of

Unconditional Unconditional Love!Love!

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The Elements of The Elements of MentoringMentoring NaturalnesNaturalnes

ss SatisfactioSatisfactio

nsns FrustrationFrustration

ss Difficulties Difficulties

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NaturalnessNaturalness Every Every

speciesspecies

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NaturalnessNaturalness Every Every

speciesspecies In the DNAIn the DNA

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NaturalnessNaturalness Every Every

speciesspecies In the DNAIn the DNA IntuitiveIntuitive

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NaturalnessNaturalness Every Every

speciesspecies In the DNAIn the DNA IntuitiveIntuitive Eternal Eternal

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SatisfactionsSatisfactions Link in the Link in the

social/professional chainsocial/professional chain

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SatisfactionsSatisfactions Link in the Link in the

social/professional chainsocial/professional chain One’s own immortalityOne’s own immortality

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SatisfactionsSatisfactions Link in the Link in the

social/professional chainsocial/professional chain One’s own immortalityOne’s own immortality Sense of purposeSense of purpose

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SatisfactionsSatisfactions Link in the Link in the

social/professional chainsocial/professional chain One’s own immortalityOne’s own immortality Sense of purposeSense of purpose Sense of worth Sense of worth

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FrustrationsFrustrations

Recipient may not want to be Recipient may not want to be mentored mentored

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DifficultiesDifficulties

Recipient may not want to be Recipient may not want to be mentoredmentored

It takes time, effort and commitment It takes time, effort and commitment

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DifficultiesDifficulties

Recipient may not want to be Recipient may not want to be mentoredmentored

It takes time, effort and commitmentIt takes time, effort and commitment Each of us is a product of what we Each of us is a product of what we

have learnedhave learned

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DifficultiesDifficulties

Recipient may not want to be Recipient may not want to be mentoredmentored

It takes time, effort and commitment It takes time, effort and commitment Each of us is a product of what we Each of us is a product of what we

have learnedhave learned It is hard to give what you have It is hard to give what you have

never receivednever received

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DifficultiesDifficulties

Recipient may not want to be Recipient may not want to be mentoredmentored

It takes time, effort and commitment It takes time, effort and commitment Each of us is a product of what we Each of us is a product of what we

have learnedhave learned It is hard to give what you have It is hard to give what you have

never receivednever received Everyone cannot be a good mentor Everyone cannot be a good mentor

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Four Conditions in a Four Conditions in a Successful Mentoring Successful Mentoring

EnvironmentEnvironment1.1. Mentoring is expected of those Mentoring is expected of those

capablecapable

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Four Conditions in a Four Conditions in a Successful Mentoring Successful Mentoring

EnvironmentEnvironment1.1. Mentoring is expected of those Mentoring is expected of those

capablecapable

2.2. The mentoring process is The mentoring process is celebratedcelebrated

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Four Conditions in a Four Conditions in a Successful Mentoring Successful Mentoring

EnvironmentEnvironment1.1. Mentoring is expected of those Mentoring is expected of those

capablecapable

2.2. The mentoring process is The mentoring process is celebratedcelebrated

3.3. There are resources available to There are resources available to help build mentoring skillshelp build mentoring skills

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Four Conditions in a Four Conditions in a Successful Mentoring Successful Mentoring

EnvironmentEnvironment1.1. Mentoring is expected of those Mentoring is expected of those

capablecapable

2.2. The mentoring process is The mentoring process is celebratedcelebrated

3.3. There are resources available to There are resources available to help build mentoring skillshelp build mentoring skills

4.4. Mentoring becomes part of the Mentoring becomes part of the organization’s cultureorganization’s culture

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An Agency’s An Agency’s Staffing Strategy Staffing Strategy Will Become as Will Become as Important as its Important as its

Business Business Development Development

Strategy Strategy

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A List of ThoughtsA List of Thoughts Face the issueFace the issue

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A List of ThoughtsA List of Thoughts Face the issueFace the issue Provide management Provide management

attentionattention

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A List of ThoughtsA List of Thoughts Face the issueFace the issue Provide management Provide management

attentionattention Develop a staffing strategy Develop a staffing strategy

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A List of ThoughtsA List of Thoughts Face the issueFace the issue Provide management Provide management

attentionattention Develop a staffing strategyDevelop a staffing strategy Reevaluate your business Reevaluate your business

modelmodel

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A List of ThoughtsA List of Thoughts Face the issueFace the issue Provide management Provide management

attentionattention Develop a staffing strategy Develop a staffing strategy Reevaluate your business Reevaluate your business

modelmodel Protect your best talentProtect your best talent

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A List of ThoughtA List of Thought Face the issueFace the issue Provide management Provide management

attentionattention Develop a staffing strategy Develop a staffing strategy Reevaluate your business Reevaluate your business

modelmodel Protect your best talentProtect your best talent Adjust your staffing modelAdjust your staffing model

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A List of ThoughtsA List of Thoughts Face the issueFace the issue Provide management Provide management

attentionattention Develop a staffing strategy Develop a staffing strategy Reevaluate your business Reevaluate your business

modelmodel Protect your best talentProtect your best talent Adjust your staffing modelAdjust your staffing model Embrace employment Embrace employment

marketingmarketing

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A List of ThoughtsA List of Thoughts Face the issueFace the issue Provide management attentionProvide management attention Develop a staffing strategy Develop a staffing strategy Reevaluate your business Reevaluate your business

modelmodel Protect your best talentProtect your best talent Adjust your staffing modelAdjust your staffing model Embrace employment Embrace employment

marketingmarketing Build a prospective talent pool Build a prospective talent pool

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A List of ThoughtsA List of Thoughts Expect people to grow or goExpect people to grow or go

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A List of ThoughtsA List of Thoughts Expect people to grow or goExpect people to grow or go Revitalize the mentoring Revitalize the mentoring

processprocess

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A List of ThoughtsA List of Thoughts Expect people to grow or goExpect people to grow or go Revitalize the mentoring Revitalize the mentoring

processprocess Return to schoolReturn to school

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A List of ThoughtsA List of Thoughts Expect people to grow or goExpect people to grow or go Revitalize the mentoring Revitalize the mentoring

processprocess Return to schoolReturn to school Expand internship programsExpand internship programs

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A List of ThoughtsA List of Thoughts Expect people to grow or goExpect people to grow or go Revitalize the mentoring Revitalize the mentoring

processprocess Return to schoolReturn to school Expand internship programsExpand internship programs Encourage staff referralsEncourage staff referrals

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A List of ThoughtsA List of Thoughts Expect people to grow or goExpect people to grow or go Revitalize the mentoring Revitalize the mentoring

processprocess Return to schoolReturn to school Expand internship programsExpand internship programs Encourage staff referralsEncourage staff referrals Invest in training - internal Invest in training - internal

and externaland external

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A List of ThoughtsA List of Thoughts Expect people to grow or goExpect people to grow or go Revitalize the mentoring Revitalize the mentoring

processprocess Return to schoolReturn to school Expand internship programsExpand internship programs Encourage staff referralsEncourage staff referrals Invest in training - internal and Invest in training - internal and

externalexternal Revisit retireesRevisit retirees

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A List of ThoughtsA List of Thoughts Expect people to grow or goExpect people to grow or go Revitalize the mentoring processRevitalize the mentoring process Return to schoolReturn to school Expand internship programsExpand internship programs Encourage staff referralsEncourage staff referrals Invest in training - internal and Invest in training - internal and

externalexternal Revisit retireesRevisit retirees Consider outsourcing Consider outsourcing

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CarltonAssociatesIncorporated

““The Assets of This Agency The Assets of This Agency Go Down the Elevator Each Go Down the Elevator Each

Night” Night” Leo BurnettLeo Burnett

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