We are taking Bristol Giving Day as an opportunity to launch and run our first round of “ADLIB Career Workshops” here in our office.
The workshops are part of our overarching mission to enable growth and to support individuals and businesses to achieve their ambitions. For this, we’ve carefully crafted initiatives to support growth, to address common challenges we hear often named as barriers to enabling growth: upskilling opportunities, finding the right talent, leadership capacity as well as closing the skills gap – a challenge we are hoping our Career Workshops will help to tackle on a local micro scale, one session at a time.
As part of Bristol Giving Day today, we are collaborating with Babbasa, a Bristol-based youth empowerment group who aim to support the professional aspirations of young people, irrespective of their background.
We are inviting Babbasa students, specifically groups of young people that are aspiring to a career within either Technology, Creative or Marketing.
During 3 separate sector specific sessions our team of expert Recruitment Consultants will be giving advice on career opportunities and avenues – with lots of space for them to ask all the questions they have about the sector they are interested in. We will also be offering practical and hands on advice, help and guidance to adjust and tweak their CVs.
We’re going to be organising and running career workshops within our sectors all year round. Looking forward to launching this format and the opportunity to guide and meet the next gen of talent over some pizza and juice.
Here at ADLIB we’re at the coalface when it comes to hearing of the demands on skills across the creative, marketing and technology industries. From long standing skill shortages to the emerging and the next big thing that everybody’s going to be crying out for. On a daily basis we’re exposed to numerous angles, from the candidates looking to grow and develop and break new ground, to the businesses figuring how they can meet their full potential in challenging employment markets.
We’re in a position to help inform future generations of the opportunities that exist for them – demystifying the jargon and hopefully supporting them through valuable knowledge when it comes to making well informed decisions as why a career in the creative, marketing and technology industries could and should be a highly rewarding career decision.
We’re making it part of our mission to build a series of events and opportunities to share our knowledge. This is simply the starting point.
Nick Dean, MD at ADLIB
Here at ADLIB We’re honest. We know our stuff. We’re straightforward. We’re progressive. We strive for excellence. …and we do all of this as a team. We truly collaborate and we’re all about bringing great people together to make great things happen.
We recently shared that we are boosting our intake capacity, offering a structured development plan for trainees to join the team and support their growth. You can read all about our Trainee Programme here. The programme offers structured training with all the tools required to make our Trainees a success. They will be able to have a real impact, creating teams and shaping futures. Including their own that is!
Part of it is hands-on practical coaching with ongoing support from a team of mentors and managers. To capture and share some first hand experience, here is what Imogen shared about working with Joe, while working her way from Candidate Manager to Recruitment Consultant.
Imogen brings together Digital Marketing and eCommerce talent with online retailers, multi-channel businesses, ambitious SMEs and global organisations across the South West, South Coast, M4 Corridor and London.
What do you like the most about working with Joe Child?
The thing I like most about working with Joe is his unwavering support when it comes to development.
Joe has consistently gone out of his way to ensure I am developing in a way that I am happy with – through lots of training, weekly development updates and regular check-ins around my progress.
At the time I joined ADLIB, what really mattered to me was training and development and the potential to advance my career. Since starting a year ago I have developed from a candidate manager to a consultant, along the way developing skills and expertise which have put me in a brilliant position to succeed in my current role. To get there, I had weekly catch ups where my ideas were heard, and I always knew that I was being listened to. Joe was always very honest about what I needed to do to reach my goals and helped me every step of the way. Through this transparency I feel truly valued.
Practically, what did a usual week look like for you as a Trainee when you first started and what does it look like these days?
When I first started my role was very candidate driven, and a usual week in the office would revolve around sourcing great people for valued clients. Working at ADLIB, your average week usually includes at least one drinks evening/social event with colleagues, as we are a very close-knit and social office. The great location in central Bristol also means most weeks we will go out for nice lunches in St Nicks or one of the lovely pubs dotted around.
Now, while all the social bits remain the same, my role has developed into working with my own clients to match them with brilliant candidates in the area. Essentially, it now requires more account management and slightly less candidate management.
For you, what are the best bits about working in Recruitment?
Without sounding too cheesy – really making a difference to people’s lives is my favourite thing. It is easy to see recruiters as process driven and sometimes ‘unempathetic’, but this isn’t the case at ADLIB.
We genuinely care very much about both candidates and clients alike. Seeing clients grow teams and seeing individuals grow and carve out a career is priceless, as you are really making a contribution to their success. In a nutshell, clients and candidates come back to us because they trust us to do the best by them, which makes me very proud of the job I do.
Working in an office filled with your very good friends isn’t too bad either!
Market segmentation is crucial for business, as customers vary depending on a number of factors; from the amount they’re willing to pay, the advertising they’re exposed to, the quantities they’re interested in and the place in which they make the purchase.
The ability to split your audience into ‘segments’ is an important practice in marketing as it enables a business to fine tune their campaigns specifically to an audience that they want to connect with. Each segment will have different motivations, daily routines and lifestyles. By having a relevant, refined campaign that is based on a segment, you’re more likely to experience greater levels of engagement, which in turn should see an improvement in conversion rates. Ultimately, marketing segmentation is an efficient spend of budget, and is likely to lead to a greater ROI.
There are 4 main types of market segmentation: geographic, demographic, psychographic and behavioural – understanding these consumer behaviours is essential.
As part of our “sharing the wisdom” series, we caught up with data analyst expert – David Sanderson at Sky AdSmart. Sky AdSmart serves different adverts to different households watching the same programme, meaning that for the first time, brands can advertise on national channels to applicable audiences. We asked David to share his wisdom on market segmentation from his perspective…
ADLIB: In a nutshell, what has been your career journey so far?
David Sanderson: I’ve spent the greater part of my career in broadcasting and media with 15 years in ITV ad sales, 10 years of sourcing private equity finance for media businesses, running a production company, and battling to build a regional business before landing at Sky to lead the business development team for the world’s leading addressable TV advertising platform.
ADLIB: Can you briefly sum up segmentation in your own words? And can you share its importance within the context of your role at AdSmart as well as the AdSmart Technology?
David Sanderson: By segmentation we mean subdividing an audience into granular groups that allow us to isolate highly specific types of potential customers. At Sky we have segmented 7 million of our customers into over 1200 different segments that advertisers can combine in whichever way they choose.
If you only want to advertise to households that matter to your business, detailed, accurate segmentation of an audience is critical as a means to avoid wasting ad spend on audiences that will be highly unlikely to ever buy your product or service. This is part of the reason AdSmart is making tv advertising accessible to smaller businesses for the first time.
ADLIB: In your opinion, how has the importance of segmentation evolved?
David Sanderson: As the amount and quality of data available to us grows, segmentation is becoming an ever increasing part of marketing activity. Increases in technology have made it so much easier to speak to different segments of customers in unique and relatable ways. Making proper use of this detailed and accurate segmentation is a must if advertisers are to keep pace with the industry.
ADLIB: To capture and share some of the wisdom you’ve gained throughout your career so far, what is your advice to those looking to get into a Data Analysis profession?
David Sanderson: Show a desire to explore and understand data. Talk to people in the industry, start looking into the techniques that analysts use. Data analysis is all about being able to turn data points into insight and actions so developing that skill is key. Once a base understanding is there find ways to apply it in your current role. Every business has data/insight needs so an extra pair of hands is usually welcomed. Seek out the opportunities.
Alex, in your own words, how is segmentation evolving in a professional context, and what are the most sought-after skills that businesses are seeking when looking to grow their data teams?
Segmentation is becoming increasingly strategically important to businesses as there are always drives to reduce marketing spend whilst at the same time making it more effective.
Segmentation is evolving by becoming progressively accurate and is driving the “hyper-personalisation” of marketing. The skills needed to do this are becoming increasingly more technical. Whilst up until recently, basic statistical programming skills using SAS & SPSS were the main skills needed; companies are leaning more and more towards machine learning and AI to predict which segments will respond to which marketing campaigns. This means that the new skills needed in this sector are statistical programming skills such as Python or R combined with SQL skills to pull data from the advancing amount of data sources available to a business.
Data Analysts interested in improving their skills in these areas can sign up to specific online courses that can teach them these skills and provide real world data for them to practice with.
If you want any more info on useful courses to gain skills in this space, please feel free to get in touch at any time.
Keen to learn more about the future of data in advertising? You can hear more from and about AdSmart at SearchStar’s upcoming conference. October 11th “Data in Advertising: 2019 & Beyond”. Tickets and more info via Eventbrite here. See you there!