Research by the World Federation of Advertisers found that 48% of all advertisers, agencies, ad tech companies and media owners believe the industry is facing the “worst-ever crisis” regarding talent.
Ensuring talent feel supported in their professional lives has never been more important.
Mediabrands, owned by IPG, employs thousands of marketing communication professionals in more than 130 countries, including Australia.
Kim Lion, the chief of culture and communications officer of Mediabrands Australia, spoke to Mediaweek about the company’s learning and development programs, the value of in-person training and how Mediabrands is addressing the talent shortage.
Working in the learning and development space
Lion joined Mediabrands Australia in 2014 after seven years with UM Australia. During her time with Mediabrands, she has focussed on the company’s talent, development, and culture space.
As chief culture and communications officer (CCCO), she works across the company’s network of 750 people and specialises in programmes and disciplines to help the company’s people and teams perform better.
Lion shifted into the talent space after a career in media and first landed the role of head of talent for the company eight years ago. “This was a passion because I cared about how teams performed and the importance of empowering people,” she said.
“One of the things that drive me professionally is helping others to find efficiencies and simpler ways of solving problems. Learning can help people with concepts, structures and knowledge that helps grow them and provides ease in the workplace.”
Lion said that she hopes to “help people achieve success and for them to share that and help others” in her role.
Addressing the talent shortage crisis
In addition to labelling the talent shortage “worst-ever crisis” in the industry, the WFA recently highlighted over-specialisation, poor training, talent management and burnout as the key reasons for the lack of staff and their development.
Lion said she was inspired by people who looked deeply into what matters to them, she noted that it has had a significant impact on their teams.
“While the seeking of purpose and the closed borders have had a significant impact on our teams in terms of vacancy and resourcing, it does give me hope as it’s provided us with more insights than ever before,” she said.
Lion also suggested that other organisations and the wider industry could also make improvements by providing stronger careers and a sense of belonging. “That includes contributing meaningfully in and out of the company as that can also help connect with people’s purpose,” she said.
Lion noted that Mediabrands transformation program (Automation and Centres of Excellence) is providing change that is “well overdue.” She said: “We have evolved how we do things to help people be the ‘change makers’ they dreamed of versus doing low-value tasks that tire their brains and their hearts.”
Learning and development programs
Lion shared that Mediabrands’ learning and development programs are centred on leadership and people capabilities such as: how we lead change; how we care for one other; wellness capability; how we invest in people’s careers; and helping them become more effective in their day-to-day working lives.
Mediabrands boasts two training programs: Manager Blueprint – open to directors and above – and {Inclusion Matters}.
Manager Blueprint is a director-level program focusing on five core areas of people leadership and 15 capabilities linked to growing talent. Lion explained that the program is “classroom-based and is brought to life via applied assignment learning with team members and is also sponsored by an employee’s manager.”
Meanwhile, the {Inclusion Matters} program is an early leader’s programme centred on empowering self and team as people learn how to manage workflow and themselves in a new career.
The CCCO explained that the {Inclusion Matters} program hones in on: “human psychology, change, self-awareness, and the facets of how we show up whether that’s in team culture, conversations around difficult subjects, or hiring.”
Lion added: “In our brands and with our key media partners, we work to provide craft and capability programs that upskill and inspire rather than just provide an overload of facts, figures and reams of information.”
Lion also noted that she is an advocate of in-person learning when it comes to program delivery. “You get to immerse yourself in the learning, connect with others and implement more diverse learning methodologies that allow people’s brains to rest and find new connections for growth,” she explained
Mediaweek Academy
In July, Mediaweek announced a revised start date for its inaugural Mediaweek Academy due to feedback requesting time to adjust learning and development budgets.
The first semester will commence in February 2023 and conclude in November 2023 for ten lessons. Meanwhile, the curriculum plus the Legends & Superstars remain the same for the new season.
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.
Lion endorsed the Academy and said: “I think it’s great. It’s identified some terrific content and is represented by people with tremendous expertise and up-and-coming talent too.
“It’s important for our industry to be conscious of inclusion and celebrating all that we bring,” Lion added.
See also: Mediaweek Academy adjusts start date
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Top image: Kim Lion