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Your Most Important Asset

Learn how to effectively manage and maximize your agency's talent through talent marketing, mentoring, and training. Understand the generational differences and develop strategies to attract, retain, and develop top talent.

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Your Most Important Asset

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  1. Your Most Important Asset

  2. $295 Billion 2008 $233 Billion 2000 Advertising Spending Robert Coen

  3. 500,000 2000 450,000 2007 Agency Employment Ad Age

  4. Seniors

  5. Juniors

  6. Burn-Out Mid-Level

  7. Churn

  8. Salary Costs

  9. Generational Interests • Boomers - born 1945-1964 • Current age 44 – 63 • 85 Million of them • Generation X - born 1965 – 1980 • Current age 28 – 43 • 50 Million of them • Millennials (Gen Y) – born 1980 – 1990+ • Current age 18 -28 • 76 Million of them

  10. The Hourglass Model

  11. The Hourglass Model

  12. The Hourglass Model

  13. The Hourglass Model

  14. The Hourglass Model

  15. The Hourglass Model

  16. Feeding the Hourglass Model • Talent marketing • Recruiting • Training • Mentoring • Weeding

  17. Training Alone • Booz Allen • Over 6% of total payroll • Ernst & Young • Over a Billion Dollars a year • Ritz Carlton • 198 hours per year for each employee

  18. The Bloated Model

  19. Narcissistic Spoiled Selfish Disloyal Demanding Negative Distrustful Pain in the ass Millennials

  20. Millennials • Narcissistic • Spoiled • Selfish • Disloyal • Demanding • Negative • Distrustful • Smart asses • Smart • Well educated • Confident • Positive • Team oriented • Community service • Well behaved • Trustworthy

  21. Raw Talent • Race horses • Smart • High energy • High self-esteem • Results oriented • Grow or go mentality

  22. What is a Mentor? • Dictionary definition • Wise advisor • Loyal friend • Trusted Guide • Teacher • Coach

  23. Mentoring is an Act of Unconditional Love!

  24. The Elements of Mentoring • Naturalness • Satisfactions • Frustrations • Difficulties

  25. Naturalness • Every species • In the DNA • Intuitive • Eternal

  26. Satisfactions • Link in the social/professional chain • One’s own immortality • Sense of purpose • Sense of worth

  27. Difficulties • Recipient may not want to be mentored • It takes time, effort and commitment • Each of us is a product of what we have learned • It is hard to give what you have never received • Everyone cannot be a good mentor

  28. Four Conditions in a Successful Mentoring Environment • Mentoring is expected of those capable • The mentoring process is celebrated • There are resources available to help build mentoring skills • Mentoring becomes part of the organization’s culture

  29. An Agency’s Staffing Strategy Will Become as Important as its Business Development Strategy

  30. A List of Thoughts • Face the issue • Provide management attention • Develop a staffing strategy • Reevaluate your business model • Protect your best talent • Adjust your staffing model • Embrace employment marketing • Build a prospective talent pool

  31. A List of Thoughts • Expect people to grow or go • Revitalize the mentoring process • Return to school • Expand internship programs • Encourage staff referrals • Invest in training - internal and external • Revisit retirees • Consider outsourcing

  32. “The Assets of This Agency Go Down the Elevator Each Night” Leo Burnett

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