Belén Serra: "Integrating new professional profiles must be a priority for companies"
20 de June de 2019
20 de June de 2019
Organization changes in the digital environment have a great impact on professional profiles. Talent acquisition processes are evolving and also changing candidates' capacities and skills. This paradigm shift was analysed in a webinar entitled "What profiles are companies looking for in the digital age?". The Director of Ackermann International and former EAE student, Belén Serra, discussed the most attractive professional profiles for companies, with the help of Javier Crespo, the Director of Human Resources and Talent programs at EAE's Barcelona campus.
Belén Serra shared her in-depth insight into the implications of digitization in the market, with more efficient relations, a reduction in the number of sellers and a two-way exchange of information between the seller and the customers. As a result, this will all generate interesting benefits for the market: inbound is replacing outbound marketing and there is enhanced efficiency in the areas of distribution and communication. There is also an improvement in our capacity for segmentation and our access to information has increased with closer, more transparent relations. In the talent selection expert's opinion, "after-sales contact facilitates the dynamic message, while word of mouth has replaced advertising".
Digitization affects companies' efficiency and distribution. We now see O2O (Online to Offline) models developing and a focus on the customer experience, a multi-channel and appreciable recipient that has a significant range of implications for direct marketing. "Finding the way to connect directly with the end consumer, competing in the battle for consumer information, improving communication to connect when the consumer is shopping, expanding the company's portfolio and offering a service to develop relations with the consumer" is how Belén defined the customer experience.
Changes in companies determine the characteristics of a new profile referred to a 'knowmad', a new term combing the concepts of knowledge and nomad. The process of digital humanization requires creative, innovative, multicultural, multidisciplinary profiles that work remotely. Such professionals have great multitasking skills and the ability to resolve complex situations. Belén Serra discussed Early Adopters and branding in a digital setting that looks beyond remuneration "to achieve personal satisfaction".
The new profiles are ingenious and imaginative and do not have a sense of belonging to the company. Many of these professionals are freelance and perform the work independently. They don't like taking orders, especially if they are not intelligent ones.
"Managing and integrating these new professional profiles has to be a priority for companies", explained the consultant, adding that the key to carrying out this process successfully is to "build a flexible structure with great communication capacity". In the new environment, there are open workspaces where knowledge flows, participative leadership that fosters cooperation in teams, and innovative technology-based working models. "With these kinds of practices, an interesting employer brand can be built to attract and retain talent", emphasized Belén Serra, adding that managers have to be more authentic with respect to exchanging information in response to changes.
Robotization and work being performed by machines is now a reality. Therefore, the talent acquisition explained that we have to adapt to these circumstances by carrying out a process of introspection, being creative and generating value. "A job for life no longer exists and companies cannot guarantee permanent positions, working with a project-based approach with greater transparency", she explained. We all know what our strengths are and we need to visualize and apply them. "We have to be creative and innovative. The way we used to do things is no longer valid", added the Director at Ackermann International.
"We have to be aware of what we can bring to a job, daring to use our judgment more", she explained. Selection processes are being automated and a candidate's merits are measured in work objectives. As such, the HR expert advised senior profiles to "undertake a prior analysis to identify competences and the added value that they can bring to this process of adaptation to the new scenario". In reality, it is a matter of changing our mindset and adding value to the company. We have to adapt because "it is not that companies are becoming less human, but rather that we are in the midst of a digital humanization process", concluded Belén Serra.
Watch the video via the following LINK.