In 2020 the Covid-19 pandemic made it nearly impossible to execute mind-blowing strategies in the experiential marketing industry. However, post-pandemic the rise in interactive technology has broken all engagement barriers between brands and their customers. It has become a comfortable ride in getting the attention of consumers with unique and tailored experiences through digitization, physical and one-on-one engagement, which is the core of experiential marketing keeps dwindling, and may never be a topic for discussion in coming years.Â
There has been a paradigm shift in the ways agencies execute marketing campaigns. Leveraging digital technology has become a winning ingredient for execution. As a result, agencies must equip their business with the right talents for business continuity, a deliberate identification of required capabilities versus available capabilities i.e., skills, attitudes, and competencies needed to deliver value and stay competitive.Â
One key challenge in talent sourcing for the experiential marketing space is the rapidly evolving nature of the industry. With new technologies and platforms emerging all the time, companies need to be agile and adaptable in order to keep up with the latest trends and developments. This means that the talent they bring on board must be able to adapt and learn new skills quickly and be able to think outside the box to create unique and engaging experiences.
Another challenge is the increasing competition for top talent in the experiential marketing space. With more and more companies looking to create engaging experiences for their customers, the demand for skilled professionals is high. This means that companies need to be strategic in their talent-sourcing efforts, and focus on building a diverse and talented team that can help drive their digital transformation.
More importantly, attracting, sourcing, and onboarding digital natives for a faster transitioning of the agencies to the desired state is critical to business survival.Â
A key focus must be on the talent acquisition process; attracting, sourcing, onboarding and retaining processes should be optimized using interactive technology, i.e. where and how these talents are sourced and engaged are of importance. The under-listed are some ways by which experiential agencies should adoptÂ
Identify the specific skills and expertise needed: Determine the specific skills and expertise that are required to successfully implement and manage digital technology in experiential marketing campaigns. This may include technical skills, such as software development and data analysis, as well as creative skills, such as design and storytelling.Â
Create a Persona for the Identified role: In order to have a candidate who meets the cultural and required skill set, a persona that defines these requirements will ease the selection process.Â
Search for relevant candidates: Use various recruiting methods, such as job postings, networking, and referrals, to find potential candidates with the desired skills and expertise. Consider looking for individuals with experience in technology, marketing, and customer experience, as well as those with a passion for innovation and problem-solving.
Evaluate candidate fit: Carefully review the resumes and portfolios of potential candidates to determine their suitability for the role. Consider not only their technical skills but also their cultural fit with the organization and their ability to work well in a team environment.
Conduct interviews: Conduct in-depth interviews with potential candidates to get a better sense of their skills, experience, and potential fit with the organization. Ask specific questions about their experience with digital technology in experiential marketing, and how they would approach challenges and opportunities in this space.
Make an offer: Once a suitable candidate has been identified, make a competitive offer that includes a compelling salary and benefits package, as well as opportunities for growth and development. Be sure to clearly communicate the expectations and responsibilities of the role, as well as the potential impact the candidate could have on the organization’s success.
Overall, talent sourcing is a crucial aspect of any digital transformation in the experiential marketing space. It requires a combination of technical expertise and creative thinking. By identifying and recruiting the right individuals, organizations can effectively implement and manage digital technology in their experiential marketing campaigns, driving innovation and growth. By building a strong employer brand, investing in training and development, and being strategic in their hiring efforts, companies can attract and retain top talent and drive their digital transformation to success.