Learning and development programs are ways to retain talent and curb the impact of the talent shortage in the industry.
Recent research by the World Federation of Advertisers found training and talent management must be prioritised to accelerate professional development and provide clarity toward career progression.
Dentsu has responded to the industry challenges with its training offerings to its staff to ensure they feel supported and have growth opportunities.
Melissa McInnes – Dentsu’s talent, organisational development and learning director for APAC – spoke to Mediaweek about how Dentsu is addressing the talent crisis, key development areas, and the value of in-person training.
McInnes joined the company in 2016 as an organisational development consultant. She was appointed to leadership, talent and OD director of Australia and New Zealand before her remit expanded to include the APAC region in 2021.
McInnes of her role: “It is never lost on me that the role I play can directly impact how people feel about coming to work. This is especially the case with how we’ve approached our diversity, equity, and inclusion (DE&I work) and programs across Australia and New Zealand over previous years.”
“I’m a firm believer that if people are going to give us important years of their career, we need to provide impactful career development and the right opportunities to grow,” she added.
How Dentsu has approached and responsed to the talent crisis
McInnes said businesses should always have people at the heart of their strategy.
“Whilst flexibility in how you work and providing inspiring workspaces are important to attracting talent, having a culture of safety and continuous learning is critical to retain people,” she said, adding that it boosts innovative thinking, creativity, and personal growth.
McInnes explained that the company wants to be known as a place where professionals do the best work of their careers and build capabilities that will set them up for the future. But the key is addressing people’s leadership capability as part of helping them grow their careers.
McInnes noted that the company’s leadership development programs support first-time leaders through an APAC-wide Me2We program. In contrast, more senior leaders can attend a range of targeted programs.
“Inclusive Leadership, Leading Change and Inspiring Leadership are all programs that form a part of this Senior Leadership Trilogy.
“Lastly, our most senior executives can connect across countries with their peers in programs such as Leading a Profitable Business, a leading partnership with Duke Business School,” she said.
McInnes added that Dentsu is focussed on increasing diversity in senior leadership roles and has committed to achieving 50% female representation in senior leadership and executive positions globally by 2025.
“Our Path of Tabei program is an intimate female-only talent program, and we’re proud to have strong representation from our ANZ market participating in this,” she added.
McInnes also noted that many craft-related skills are challenging to find, given the current state of the talent market. So too is a meaningful development for those such skills.
In response, the company launched Dentsu University. This global online learning platform hosts many programs aligned with these technical skills.
McInnes noted that through the platform, people have access to content in other specialist areas to change the direction of their career within the broader network.
Critical areas of development from the staff and company perspectives
McInnes said that at Dentsu, they see their staff seek out technical certifications to build current and appealing specialist knowledge in niche areas of the business.
For some people, it is participating in cross-market programs to build leadership capability and business skills, such as commercial acumen and consulting. Areas that are particularly appealing to junior team members are pitching and storytelling.
McInnes said: “Ultimately, I believe our job as talent professionals is to know that we need to look to our craft leaders for guidance on the critical technical capabilities needed today, and tomorrow, and the best way to build this internally.
“The closer we partner with the business and the more deeply we understand the strategy and the changing requirements of clients today, the more impactful our solutions will be.
“Our people are experts for a reason. By engaging and listening to them as partners, we can add true value,” she noted.
Looking forward, McInnes noted that businesses should be aware of all areas of DE&I and sustainability, particularly when attracting talent.
“We know more people today are choosing where they want to work based on their personal values and where they can make a positive impact, particularly younger staff members who have DE&I and social impact as a requirement from day one.
“At Dentsu, our DE&I framework focusses on six key streams in ANZ: gender equity, cultural equity, Rainbow, neurodiversity, mental health, and accessibility,” she said.
“Focussing on belonging is critical. I truly believe neurodiversity is an area we need to delve into in far greater detail. It is a topic close to my heart, and I think we could be market leaders in this space in years to come”
McInnes also noted their strong social impact strategy highlighting how they view their environmental footprint to become Net Zero.
Successful training programs at Dentsu and the best method of training delivery
McInnes noted that Dentsu’s continuous commitment to mental health through a partnership with the Black Dog Institute is one of its most successful programs. This included a growing cohort of psychological first aiders in the business.
“Normalising seeking help and giving our leaders the skills to manage challenging conversations is something we are passionate about,” she said.
Dentsu recently launched its PowerSkills program, which McInnes said is proving popular with their people.
McInnes explained that programs are rotated to meet the immediate needs of their teams. “We have focused on upskilling our teams in the best way to use technology so that we can ensure ongoing collaboration regardless of location and currently working on equipping leaders with practical skills to lead hybrid teams,” she said.
McInnes also noted that from a technical specialty, the most impactful programs come from a close partnership and a deep understanding of business needs.
“We cannot push generic programs into the business. Instead, we must provide the capability uplift that supports our people to be more effective and achieve career growth within their patch.”
McInnes shared the example of the design and launch of a global program called Eigyo. The program embeds industry-leading client consulting skills into senior Client Partners around the globe.
“Working with international mentors and developing skills with immediate business impact should prove to be a game changer and something we are excited about,” she added.
When it comes to training delivery, McInnes preferred in-person delivery. But she noted that the reality of a global business and hybrid working meant that face-to-face meetings only occur for large-scale events.
“Our focus as a team is now on making virtual sessions engaging and collaborative through new technology and being prepared to learn new methodology for delivery,” she said.
“Our culture is to be open to feedback and be humble about the challenges, and our people are always understanding and are getting accustomed to this new delivery approach,” McInnes added.
Mediaweek Academy
The Mediaweek Academy, announced earlier this year, can offer unique learning and development experience for those looking to expand their skills and knowledge.
The aim of the Academy – led by industry educator and former media agency leader Greg Graham – is to nurture, train, and develop the industry’s most valuable resource – people.
The course will held at the New South Wales Teachers Federation in Surry Hills from February 2023 to November 2023.
It will feature a unique blend of interactive elements, Q&A, regular lectures, a feedback loop, plus a personalised action plan to implement back in your business after each session.
Each session will feature a Legend & Superstar of the industry discussing their insights in their respective specialist areas.
Graduates from the 10-month Mediaweek Academy course will gain certification, ensuring they are the hottest talent for that next new job or promotion opportunity.
Graham said of the Mediaweek Academy: “The powerful combination of the Legends and Superstars will certainly, deliver unique insights and knowledge.
“This special experience and engagement with both Legends and Superstars will ensure the Mediaweek Academy delivers true inspiration,” he added.
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Top image: Melissa McInnes