TALENT AND SKILLS

IN THE MEDIA SECTOR

NAVIGATING IN THE SEA OF CHANGE… WITH A GOOD COMPASS

ESCO: CONNECTING PEOPLE AND JOBSBRUSSELS, 9 OCTOBER 2017

Nathalie LabourdetteHead of EBU Academy

DIVERSITYNavigating change with a compass:

the values of PSM

UNIVERS

ALITY

ACCOUNT

ABILITY

EXCELLE

NCE

No-one excluded Pluralistic, inclusive,

less fragmented

Transparent

governance and

financing

Trusted and impartial High standards of

integrity

INDEPENDENCEDIVERSITYUNIVERSALITY ACCOUNTABILITY EXCELLENCE

A driving force

shaping future-proof

solutions

INNOVATION

Digital in media: tools + industry

Digital quotient: McKinsey example- 2015

Digital competences: europass self assessment grid

Jobs will disappear later

Source: Future of Humanity Institute, Oxford, 2016

Jobs will disappear sooner

Source: Future of Humanity Institute, Oxford, 2016

Digital skills and competencies

MasteryTools, Methods 01

02 04

03 05AgileProject-based work within Flexible frame

NetworkedLeadership and Collaboration through SM and Network

MindsetDigital First,

Customer@Centre

Open DataData-driven decision, Openness-driven innovation

A few examples of new skills… new jobs?

10

Talent and digital in the HR cycle

Employee Relations Planning-Forecasting

Reskilling-Redeployment Assessment-Development

Pay-BenefitsStaffing-SourcingSTAFF MANAGEMENT CYCLE

EBU project in 2016 : "Skills for the future"

in collaboration with:

A concrete example

ESCO

~ 350 employees

EBU situation

8 Main Departments Pool of ~600 skills spread

in +150 different roles

Sample values

Which department is ready for the future?

What training

programs do

we need?What roles are

ready for the

future and what

roles are not?

What departments

and roles need

more

improvement?

3

DAG

2

PACO

10SUPS

41MEDI

2

LEG

6NETW

16TINN

14SPBU

1

DAG2

DAG1

PACO1

PACO

1

SUPS

1

SUPS

4SUPS

1

SUPS

1

SUPS

1

SUPS

1

SUPS

1

MEDI

2

MEDI

1

MEDI

1

MEDI

1

MEDI

2

MEDI

2

MEDI

1

MEDI

5MEDI

3

MEDI5MEDI9

MEDI

1

MEDI

1

MEDI

1

MEDI

1

MEDI

1

MEDI

1

MEDI

1

MEDI

1

MEDI

2

LEG

1

NETW

1

NETW

1

NETW

1

NETW

1

NETW

1

NETW

1

TINN

5TINN

2

TINN

8TINN

1

SPBU

4SPBU

4SPBU

2

SPBU

1

SPBU

2

SPBU

How will our

organisation be

impacted?

Sample values

So how can we get started on thinking

about skills for the future?

ESCO catalogue:

A starting point for EBU’s new competency framework

Radio News ProducerESCO Equivalent Occupation Radio producer

Prepare broadcasts

Apply organisational techniques

Perform market research

Actualise health and safety policies

Develop creative ideas

Develop programme ideas

Evaluate broadcast programmes

Obtain relevant licenses

Manage budgets

Follow ethical code of conduct ofjournalists

Edit recorded sound

Negotiate with artists

Develop programming schedule

News judgment

Copyright & Media legal framework

Results orientation

Effective Communication

ESCOOccupation: Radio producerEssential Related Skills:

ESCO

Sample values

We created ~40 clusters of roles based on similar core

competencies

Manager of Communications

Online Managing Editor

Internal Communications

Senior Communications

COM Cluster

Core Competencies for COM

Shapes messages to right audiences

Develop communications strategies

Use different communication channels

Manage online communications

Advise on communication strategies

Effective communication

Active listening

Proactive sourcing

Sample values

Gaps per role – and the impact of gapsDirector

Media

Sample values

Training designed to focus on priority gaps

-6 -6 -6-7 -7 -7 -7 -7 -7 -7

-8 -8 -8 -8-9

-11

-22

e.g. Training Program “A” to address:

Transmission technologies for

broadcasting

Implement broadcast services

Knowledge of telecom technologies

Operate remote broadcast equipment

Sample

Values

Win/Win : EBU, ESCO all had their stake

Wrapping it up: Benefits for the parties

The EBU gained:A first test on understanding the skills pool and how these skills are clustered

A simulation of a centralised skills repository that can be easily updated with future

changes

A simulation of a “Future Skills Processor” to quantify & monitor the actual skills vs

target skills situation

An opportunity to discuss the Skills taxonomy & benchmark across all EBU Member

organisations

ESCO gained:Feedback on their skills catalogue for the Media sector, in particular for broadcasting

Proof of a concrete and successful application of the ESCO methodology

EBU- ESCO cooperation important milestones

14th EBU Human Resources Assembly – May 2016http://www.ebu.ch/events/2016/06/14th-human-ressources-assembly

CRF conference in Prague – October 2016http://www.crforum.co.uk/events/international-conference-prague-an-uncertain-world-planning-for-2025-and-beyond/

ESCO 2017 conference - Connecting people and jobs

Next steps for the EBU

Focus on digital skills for the News

Transformational skills Leadership Business

Transformation skills

Strategy ProductionProduct

development Distribution Input

• Management

• Cyber security

policy

• Social strategy

• Cyber security

• Visual storytelling

& sensibility

• Digital design,

web design,

embedding

graphics

• Cross-platform –

storytelling/editing

• Data journalism

• Marketing teaser

• Digital length of

life – "long tail

effect"

• Social media

coordination

• Reposting

content

• User experience

• Social media

distribution – live

streaming

• Audio

production /

editing

• Digital design

• User data and

metrics

dashboard

• Qualitative &

quantitative

audience insight

• Coding/develop.

, basic

understanding

• Project

management

• Verification

(UGC)

Leadership

Strategy Production

Product-focused mind-set Create and oversee editorial

projects, services and experiences

Business

Strategy

• Business and audience awareness

• Understanding of the economics and business-side of the news industry

• Product ownership/development (oversight, vision and direction of

projects, services or experiences)

• Digital essentials (understanding of changing audience

expectations/behavior and competitive landscape)

Next steps for the EBU

EBU will continuously consult ESCO

to identify the latest skills trends

Transformational skills Leadership

BBC career path framework grid (all job families)

The job title categorisation – 25 bands

YLE Newsroom (2017)

Conclusion – Skills identification

Conclusion - Skills identification

Conclusion –Invent future work

• Design, source and manage the future of work

• Essential Human skills – eg creative and ethical thinking -

• Non essential tasks managed by machines eg AI

• Invent future work

• balance of technical skills and people skills

• problem solving, creativity, social skills & emotional

intelligence

• We create new Jobs "The impact of the AI technology will

ultimately be a story about how the human journalists

adapt, not how the machines work"

Thank You !

The Discussion

continues

labourdette@ebu.ch