How marketing automation will change the future of the digital professions

Digital innovation is a clear driving force behind the fourth Industrial Revolution, driving economic growth through increased productivity, performance and profitability.
We stand on the brink of a technological revolution that will fundamentally alter the way we live, work, and relate to one another. There is a modestly positive outlook for employment across most industries, with jobs growth expected in several sectors. However, it is also clear that this need for more talent in certain job categories is accompanied by high skills instability across all job categories.
Marketing has never been more interesting than now. The Internet and other new digital technologies are not only transforming the practice of marketing but also the way we think about it.

If you’re a marketer, you’ve probably heard of marketing automation. But if you aren’t, you’ve maybe heard but you have no clue what the term means. Marketing automation is the use of software to automate marketing processes such as customer segmentation, customer data integration, and campaign management. They increasingly use programmatic to test audience segments and targeting parameters to figure out the best way to reach their ideal consumer.
More media than ever can be transacted thanks to automation, which means there could actually be a net increase in the media business.
Creatives have the opportunity to embrace programmatic as well. Rather than having to manually adjust every single ad unit across the multitude of formats and sizes, creative can use automation to refactor changes across their ads. Every time media adjusts its programmatic strategy, creative can now adjust their work through automation.
While marketing automation will lead to some difficult changes in the nature and work of the function, it offers much potential for value. This gradual rise of automation in traditional manufacturing processes does not necessarily mean that current employees will become obsolete. It does mean that certain adaptations will need to be made to evolve with the moving technologies. Employees will need to be educated to specialise in mechatronics —a broad multidisciplinary field of engineering—and information technology. It represents a change in types of training rather than the coming of an era of robotic employees.

Three areas of marketing which have been transformed by digital are the speed, relevance and reach of campaigns. Marketers need to update their skills in order to make the most of these fast-moving, and highly relevant campaigns through digital. They need to work closely with data specialists, web developers and social media professionals.
The modern-day marketing department needs to combine the creative side of the discipline, using powerful narratives to tap into people’s wishes and aspirations, with the technical side of data, digital engineering and analytics. The two areas do not always sit easily together. Getting creative marketers to work alongside technical staff can be a huge challenge. For this reasons not everyone in marketing needs to be a technologist or needs to be a creative. Today’s marketers need to have one foot in the IT camp and one in the business camp.
Every marketing department will need new positions. For example Marketing Data Analytics would decide when, why and how marketing data should be tracked, considers all marketing efforts across all channels. The secret is to show the future of marketing through the most highly-desired skills and emerging job titles.
A robot is not likely to take your job soon. People who work in the marketing industry are creative, generally, and they are not in the white collar catchment that is likely to be hit earliest by the second machine age.
Technological innovation and globalization are combining to produce big and rapid change, which is starting to transform every aspect of how economies and the businesses within them work. Nowhere is this change likely to be experienced more acutely than in the workplace. New skills will be needed, and some existing skills will become less important.In this golden age of marketing technology, application or software is the primary means of engaging clients and generating leads. The marketing and advertising team’s choice of application and how to set up and function it; now marketers across the country are reviewing plans, teams, campaigns and activities.
Not only is the technology evolving, so too are the creative approaches to using it. Automation is not about replacing specialists. Instead, it helps us achieve so much more.
Large enterprises have long found value in the technology, but marketing automation isn’t just for big companies.
Constant professional development and learning, will be a survival strategy, and the propensity to learn and develop new skills will become the most sought after work skills.

Merito e Consenso: come costruirlo in azienda

di Riccardo Galli

È interessante notare come il termine “Meritocrazia” abbia accezioni molto differenti in Italia e nel mondo anglosassone. Se in Italia intendiamo il termine come “valorizzazione del talento”, l’ultima volta che ho chiesto ad un amico americano di raccontarmi cosa significa per lui Meritocracy la sua risposta è stata “man, you get exactly what you worked for”.

Prenderne atto significa comprendere che dove la meritocrazia, come la intendiamo noi, esiste davvero, è percepita come qualcosa di assolutamente naturale. Qualcosa che semplicemente capita, succede, accade, e non può essere altrimenti. La nota semplicità anglosassone qui diventa disarmante.
Non è un caso che, se andiamo a consultare lo “US Patent and Trademark Office”, quattro dei cinque marchi attivi ora che contengono la parola Meritocracy, sono compagnie assicurative.

“You get, exactly, what you worked for”. Tu lavori per 100, ottieni 100. Come le rate di una polizza assicurativa. Semplice. E terribilmente lontano dalla dietrologia tutta italiana del “chissà perché hai fatto strada”. A ben vedere, il sorgere del dubbio che nella vostra azienda ci sia Meritocrazia è un forte campanello d’allarme ma non è detto che il problema sia la vostra azienda.

Ho sentito questa obiezione diverse volte e il solo fatto che sorga nella testa di così tanti professionisti in Italia ci deve far riflettere su come le nostre aziende accolgono la crescita e su come questi professionisti intendano il merito.
Normalmente questo dubbio nasce per due ragioni: temiamo che dei colleghi avanzino per parentela, temiamo che dei colleghi avanzino per consenso (o peggio piaggeria).
Ora, non occupiamoci della prima: per ragioni storiche e statistiche questa casistica andrà ad estinguersi. Ma il secondo caso è molto interessante.

Permettetemi di essere chiaro. Il consenso in un’azienda non è auspicabile, è necessario.
Le aziende sono strutture verticistiche, in cui esiste un azionariato e un management. Il ruolo dell’amministratore delegato è definire la missione dell’azienda ed avviare un confronto serrato con il resto del management su come raggiungerla. Se non c’è consenso da parte vostra sulla missione, rassegnate le vostre dimissioni domani mattina.
Allo stesso modo, il dissenso in un’azienda non è auspicabile, è necessario.

Se è vero quanto sopra, la caratteristica più critica di un AD è quella di saper prendere posizione, argomentare a suo favore, dimostrarne il successo. Di conseguenza, la caratteristica più critica di tutti coloro che vogliono fare carriera per ricoprire quella posizione un giorno è di saper prendere posizione con la propria testa, argomentare a suo favore, dimostrarne il successo. Saper incoraggiare questo tipo di comportamento in maniera positiva significa avere dei leader nel team, che portano innovazione, cultura del fare e quindi crescita.
Se la vostra azienda, data la missione in cui dovete avere fede incrollabile, non vi incoraggia al dissenso su come raggiungerla (seppur nei modi, tempi e sedi opportune), rassegnate le vostre dimissioni domani mattina.  Se fate parte dello sparuto gruppo che si chiede se nella propria azienda ci sia meritocrazia, arrivati a questo punto vi sarete detti “la mia azienda è così, di certo non incoraggia, e tollera solo in certe occasioni il dissenso”.

Vi assicuro, invece, che queste situazioni sono molto meno presenti di quanto immaginiate. Siete davvero così sicuri di saper prendere una posizione? Siete davvero così sicuri di essere stati in passato agenti veri di cambiamento positivo per la vostra organizzazione? Siete davvero così sicuri che, proponendo un cambiamento, abbiate avuto il coraggio di andare fino in fondo, argomentarlo, difenderlo, dimostrarlo e portare davanti agli occhi del vostro responsabile numeri che mostrano come il vostro dissenso avvicini l’organizzazione alla propria missione?Se la risposta è “no” allora prima di ragionare sulla meritocrazia bisognerebbe, a mio avviso, ragionare sul dissenso. Nessuna significativa progressione di carriera avviene senza che ci abbiamo messo del nostro, senza che abbiamo argomentato in favore di una posizione in dissenso, non necessariamente contro qualcuno, ma necessariamente contro lo status quo.

Ecco allora che combattere (e vincere) la battaglia significa soprattutto essere in grado di costruire consenso intorno alla propria posizione, contribuendo attivamente al raggiungimento della missione. È un lavoro sporco, difficile: servono tenacia, visione, capacità, in sostanza lecaratteristiche per ricoprire posizioni di responsabilità.
Il concetto di meritocrazia torna con la sua accezione più anglosassone “quanto ho contribuito alla mia azienda, quanto mi spetta”.  Se avete combattuto davvero, e siete stati agenti di cambiamento inascoltati allora sì, potete affermare che non ci sia meritocrazia, nel senso che non avete ricevuto quello che vi spetta.

Può accadere, purtroppo, che  posizioni di dissenso e cambiamento vengano percepite come una mancanza di rispetto dell’autorità: è una brutta abitudine dalle nostre parti. Siamo abituati a tanti confronti circolari e lo stesso campionario del gergo consulenziale ne è un buon esempio: si parla di “confronto”, non di “discussione” (che da noi pure ha un’accezione negativa), si parla di “smarcare un tema”, non di “fare una scelta”, si parla di “allineamento”, non di “decisione”.
Se osservate quindi un collega che sta facendo strada grazie al consenso, domandatevi prima se l’ha dato o l’ha costruito, saprete allora se siete nell’azienda giusta.

L’articolo è stato pubblicato sulla rivista online Senza Filtro.

The most memorable commencement speeches

Is Graduation day one of the happiest and most scaring days in our life, is’n it? It is the day in which  we have achieved a great milestone and at the same time we have no idea about the future.

Universities in the US very commonly invite a notable figure in their community to give a  commencement speech to graduating students

Today we are going to recall the most memorable commencement speeches. Not only the Steve Jobs’s speech of course, but all of the most noted  speeches were inspired by the personal lifes of the speaker most of the time.

John F. Kennedy – June 10, 1963: The human being’s power

In the middle of the Cold War, the President Kennedy really believed in peace and he had trust that men can have the attitude of peace.

David Foster Wallace – May, 2005: Learning is all about choosing

The notewhorty writer had an important speech called “This is water”. The video below highlights his Manifesto clearly.  His advice is to learn how to choose between what it’s really important in life and what it is not.

Steve Jobs – June 12, 2005: Stay Hungry, Stay Foolish

It’s probably the most famous among all the commencement speeches. Steve Jobs has always had the gift to inspire generations. 15 minutes that we should listen carefully: Steve we do miss you.

Oprah Winfrey, May 30, 2013 – The importance of failure

Oprah Winfrey is one of the most influent women in the world, because of her show and her network. However, in she experienced some failures during the course of her career and she faced it. Falling down is part of our journey, it’s the moment when “life is trying to move us in an other direction”.

All those speeches can be really inspiring not only to graduating students  but to each of you  who  really wants to make a  difference in life. What is your favourite?

Unconventional recruiting: Gamefication

Think about a Career Fair… How many times have you been there? How many times have you seen more than 50 Companies presenting themselves in exactly the same way?
If big companies want to win the “Talent Acquisition’s war”, attending a career fair is not enough anymore. They need to take a step further to attract the best and engage them with the company’s vision.

The real challenge is how to do it best. How can we reach young talent? How can we drive our mission and vision across?
The key is to balance Communication, Marketing and HR strategies.
Now more than ever HR Professionals must necessarily adopt new recruiting strategies that also include communication and marketing techniques.

Brand new recruiting strategies are a must also for those recruiters who haven’t worked with the colleagues from marketing before.

Here we are going to show you some of the most innovative and creative recruiting campaigns, that have been successfully adopting this new trend.
We at Meritocracy have chosen 10 of them and we will share it with you on our blog in the upcoming weeks.

Today we are taking a look at the INNERISLAND marketing campaign run by MSC Crociere (the Swiss based Cruise Company).

Schermata 2016-02-02 alle 14.48.57

(Source: Facebook Company Page)

Everything revolves around the tag #gamefication which has recently been successfully used in training and recruiting strategies.
By using a game-focused technique in empowering the employer brand, MSC Crociere has successfully reduced the recruiting process and increased the talent engament.

With this in mind, MSC Crociere launched the #INNERISLAND campaign, targeting the Y Generation. #INNERISLAND was a digital contest in which users had a chance to win 6 months internship programs withing the company by demonstrating their skills at playing a game.
Players were asked to develop their own idea of cruise, choose the destination, food & beverages, type of entertainment, sport & wellness.
MSC’s goal was to attract young professionals with innovative ideas and entrepreneurial spirit.

#INNERISLAND shows us not only how a gamefication-based approach may be used to enhance attraction but also how such a digital approach is the perfect strategy to attact Millennials as it speaks the same language.

11015001_10153039341216327_2074234549386247141_n

(Source: Facebook Company Page)

Well done MSC Crociere! We now want to know more in regards to the results of the campaign.

Here you may find original teaser trailer (in the Italian language) of the contest:

 

Keep improving your talent during the weekend

We have just few hours left to start the weekend… finally! What are your plans?
Hanging up with friends, catching up with the latest episode of your favourite TV Show on Netflix, or house cleaning maybe
Whatever you’re up to this weekend, bear in mind the best way to recharge your battery and improve your life. Take a look!

Here are some tips of how to improve your talent during the weekend.

1. Don’t sleep too much
Of course you need to rest and to “reawake your force” again (poetry licence), but don’t oversleep. Try to wake up always at the same time. This will help you regulate your body’s clock.. But hey, do not desperate, an afternoon nap is higly adviced: a quick break after lunch helps you to relaxe and reap all the phisical and mental health benefits. 10 to 45 minutes will be enough.

2. Clean your house… and your mind
Now that you realize Saturday morning really exists, what can you do to make it more productive? You could try to clean up your space. You will discover how therapeutic it can be. Being able to reorganise your house will give you the strenght to believe that you can put your thoughts and your life in oder, while getting a work out!

3. Exercise
Spend some time either at the gym, jogging or doing yoga. This will help you to relax your body but also to reinforce your mind. It’s always good to do it without following a set schedule like you do during the weekdays.

4. Do not overschedule
It’s weekend, so for two days you can potentially do whatever you want. So spend your time focusing on what you’re doing and do not . For example you can try to cook new dishes.

5. Be “Techfree”
Try to stay away from tablets, TVs and smartphones as much as you can. The brain needs to take a break from all the devices that stress us during weekdays. You can either read a book instead or write your thoughts on a note.

6. Go outside
Or you can go outside. Let’s be clear: weekend is not built to stay inside the house. So make a plan to discover new places, to visit a new exhibition, to attend live concerts, etc.

7. Spend time with people you care about
Reconnect with people that makes you feel a better person. Everyday we get in contact with a lot of people and some of them are not that cool. Use the weekend to hang out either with your family or your friends. Make them feel you’re there for them. Spending some qualitative time with people you care about will make you feel much better. At the end of the day, this is what really matters right?

Feel free to follow those tips to cheer yourself up on “Blue Mondays”.

Are there some other tips you use to improve your talent during the weekends?

Interview to Neomobile’s Enrica Lipari

Meritocracy has always had the ambition to give their users the best experience when they want to get to know a company further. At Meritocracy, we understand that a potential candidate can better show off his talent if he has a deep understanding of the company’s culture and visions. That’s the reason why we explore their headquarters (offices), highlight mission and benefits. Now it’s time to interview who is in charge of recruitment.

Discover how companies take a further step in the recruitment process by getting to know potential talents like you.

Please read on the interview to Neomobile’s Enrica Lipari.

 

Who are you, what is your role in Neomobile?

“I am Enrica Lipari, People Director in Neomobile. I started working here in 2009, and since then my role has evolved considerably: on one hand, I coordinate all the ‘people’ strategies, so the ‘operations’ in Neomobile such as HR management, engagement, training, mobility & expatriate management and so on; on the other hand I work with the Lean Community Change inside Neomobile, with the aim of supporting and implementing the company’s transition towards a more Lean & Agile approach and methodology.” 

How is a job interview in Neomobile? What aspects of the candidate impact you the most?

“Typically a job interview corresponds to the identity of the person who organizes it, so the company itself: in Neomobile the job interview is informal, interactive, and active. The primary objective is actually to meet, discuss, and see if the company fits for the candidate and vice versa. So we have no predetermined questions or fixed agenda, because it’s a conversation, not a monologue or an interview.

We pay attention to the attitude, the confidence and the consistency that the candidate shows, which is an evidence of detail. It also counts the fluency in introducing himself/herself, but above all the motivation that drives the interviewee to come to our company and spend an hour of his/her time with us.”

What is talent for Neomobile?

“For me, talent is the expression of potential, it’s when a person has the power to express his/her resources and skills maybe never shown before: it is exactly through empowerment that the person has the right condition to do it and prove his worth. Neomobile develops this concept as follows: talent is the meeting point between specific skills and knowledge, so the ‘vertical’ expertise, and potential, so the ‘horizontal’ strength. In fact Neomobile sees talent as a “T -shape”, deep and wide at the same time”.

Talent stories in Neomobile: tell us one!

“Actually I have a lot to tell, not just one! I could tell the stories of those colleagues who, with the right mindset and the right attitude, accept changes and evolve in their career; all the Neomobilers who leave their comfort zone and challenge themselves with courage and strength. You see, those are stories of talent. Anyway, do not confuse talent with the career itself: you better find it in the evolution, in the enrichment of the person, rather than in the career.”

Three characteristics that the ideal candidate for Neomobile should have?

“Passionate, brave, authentic”

To whom would you not recommend to work in Neomobile?

“I would not recommend Neo to those people who do not give priority to its personal and professional growth, so people who do not risk, those who are uncomfortable in managing a change, and who are easily discouraged.”

What are the HR key factors on which Neomobile will invest in 2016?

100 % HIRING: a good hire means working ‘less’ in the people management, in the training part, in the resolution of any possible conflicts. This is just a small part of the ‘Agile’ iceberg in Neomobile, where the People team (and it is no coincidence that we don’t call ourselves ‘HR’ anymore!) can do a lot: our role will increasingly support organizational changes and remove procedural and bureaucratic barriers for our people, in order to let them work and act lightly, and ‘ dance ‘ to continuous improvement.”

If you like to know more about Neomobile visit its company page on our site.

Brand new year, brand new morning routine

You might know the saying “Well begun is half done”. We could take it as a guide for our life and starting a new better way to wake up. Don’t you think?

Did you ever take a moment to think about your morning routine and how this has an impact during your daily life? We are sure that the alarm clock sounds to you as the worst thing ever. Well, you’re not the only one.

Even if everything said before is true, we believe that there is a new way to reconsider your routine in the morning. A new beginning that can really help you to get your life and your career better.

What is your first act when the alarm rings (except the bad words)? Maybe you check some emails, scroll the newsfeed from your social networks, then you wake up for a big cup of coffee. What if you’re going to start with a “thank you”? Be thankful either to someone or something could seem stupid, but it helps you to see your stuff in a positive way. So just write it down and make it real.

Moreover, as the Latins used to say “Mens sana in corpore sana”, before breakfast take few time to exercise. Yes, you read right: running, or walking in the morning is one of the best habits you should have. Being in a good shape helps you to be strength facing all the issues during your daily work.

During your breakfast, take few more minutes to write some ideas on a paper without thinking: just let it flow! You can write about everything: a story, tips to improve your work, ideas. You won’t believe how productive can be your mind as soon as you wake up!

Just try some of these tips and tell us if they are helpful for your career. Ready to start tomorrow?

The books for Recruiters

Some days ago we talked about some advice for people who want to enhance their talent. Today we want to give some reading tips to recruiters.

There are a lot of books that face this topic. Here some titles you can read during the holidays.

Moneyball – The Art of Winning an Unfair Game
by Michael Lewis
This book talks about sport recruiting. But, as you know, often sport became an example for real life. This is also truth regarding recruiting. Moreover this book is also a fun and easy read.

100 Ways to Motivate Others
by Steve Chandler
Being a recruiter also means to motivate your employees to be focused and motivated about the company. This book has the goal to show managers the best ways to maximize the efficecy of their team. The aim here is that managers must can get a lot from their employees by just having the right approach.

The Brave New World of eHR: Human Resources in the Digital Age
by Hal Gueutal, Dianna L. Stone, Eduwardo Salas
We close our post with a reading that talk about technology and hiring. This essay wants to clarify all the recruiters about their fears in social and online recruitement. There are a lot of new opportunities with technology, even for human resources and this book represents a great introduction to the newest and best practices available.

If you want to know more about eRecruitement follow meritocracy.is with all the opportunities thought for recruiters.

We wish you a great 2016!

Enhance your talent with a book

What is the best workout to improve yourself and your talent during Holidays? A book, of course.
Here you can find some tips from Meritocracy regarding some titles that can help you to nurture your talent. Are you ready?

The Innovators: How a Group of Hackers, Geniuses, and Geeks Created the Digital Revolution
by Walter Isaacson.
Maybe you would remember Isaacson as the author of Steve Jobs’ biography. Published in 2014, this nonfiction book inquires the history of digital revolution by the stories of the pioneers that innovated our lives. The hidden concept is that many of these innovators succeeded with the help of a teamwork. Some of the protagonists of the book are: Steve Jobs, Steve Wozniak, Alan Turing, Bill Gates and Larry Page.

Your Creative Brain: Seven Steps to Maximize Imagination, Productivity, and Innovation in Your Life
by Shelley Carson, PhD.
We always say our brain is more creative than we think. This book shows how to expand the human brain to try creative ways to solve problems. Thanks to neuroscience research model, the book presents several techniques that would help to improve your own creativity.

Me, Myself, and Us: The Science of Personality and the Art of Well-Being
by Brian R Little.
Maybe the most impegnative lecture among the three titles, the book explores the variety of human personality. Because the fact is: we are not the same, and this is our strenght.

Do you have other title you want to advice for your creativity development?

HOW TO WRITE A COVER LETTER

Writing a Cover Letter seems to be a pretty annoying job for people who don’t understand its purpose. This is true not only for job seekers but also for many companies that keep doing the same mistake. They see cover letters as proofs of a candidate personality. Someone who is rational and real, who has invested enough time and effort in making a good application.

If an experienced and smart recruiter may get many insights on your attitude and learn about your skills by reading your Resume, even the best recruiter in the world can’t get into your mind and understand how you see yourself in your future as a professional.

Think of a cover letter as your only chance to talk about your future, your aspiration and how you can create profound value for the company you are applying to and, at the same time, reaching your goals in life.
This is a very important moment for the job seeker: try to convince recruiters while focusing on the real motivation behind it.

Strong motivation is the only key to stand out from the crowd and demonstrate irreplaceable value to the eye of the recruiter. And this is your only chance to communicate it.
We know that it’s tough to focus on the real motivation. In the event that you can do it, you have already taken our advice to DO NOT submit more than 10 applications during your job hunt.

Here are a few tips on how to write a successful Cover Letter:

  • Study. Be aware of the Company you are asking to join. Be confident with their vision, explore their mission and values, deepen your knowledge about the sector and competitors. If you really believe and agree with the Company’s vision, recruiters will read it through the lines of your Cover Letter.
  • Speak (corollary to Point 1). Try to meet or call somebody who is already working for the Company. This is very often the only way (apart from Glassdoor and, obviously, Meritocracy) to understand what life would be like to work there. A poor Employer Branding leads to poor communication on their website. However, this doesn’t mean that a specific company isn’t a cool place to work for. Simply go ahead and try to meet one of the employees and ask him insights about the company.
  • Focus. Open your heart and tell the Company why you really want to join them and how you think you may be a valuable contribution to their team. They have to perceive that you’ll achieve your life goals only by working with them. We hope this is true here at Meritocracy.
  • Recycle. Don’t recycle (completely) a Cover Letter. We hope you’re not changing your mind , application by application, about the type of professional you wish to become. Therefore, yes, you may “recycle” part of a Cover Letter, but do it only for the 60%. The 40% MUST be new content.
  • CV. Your Cover Letter is not a CV. Don’t waste your time repeating too much about your past experiences.Your CV is enough. In the Cover Letter you have to share your vision on your future.
  • Storytell. We all read hundreds of Cover Letters. A GREAT Cover Letter helps you when recruiter is undecided on whether to call you for an interview or not. Therefore it has to be personal, it has to tell a story. Your contribute to a Company is unique, therefore your Cover Letter shall be unique. Otherwise it is just another letter among the hundreds of Cover Letters a recruiter reads every week.
  • Be concise. 2/3 of a page is enough to convince your loved one about your feelings. It will be enough to impress a recruiter.
  • Check. Grammar is important. Fundamental. A Grammar mistake makes all your effort to complete the application useless.
  • Feedback. Ask for feedback, and ALWAYS include “I’m looking forward to discuss my application with you”. You are asking to join a team, your contribute is unique, they have to have the perception you’d like to discuss with them about the opportunity of working together.
  • Give up. Don’t. Simply do not give up in case you prepared your application for a couple of hours and this didn’t lead to any results. It doesn’t mean you are a bad professional, it doesn’t mean you are a bad person. There are thousands of reasons why a company may not be hiring you, reasons that may not be even related to your profile. Keep on working for your next 9 applications.