Talent retention in the adaptability age
20 Nov 2024
On this edition of the Propolis B2B Marketing podcast, Kavita Singh is joined by Roland Glass, Chief Commercial Officer at HelloKindred; Sarah Thomas, Group Chief Marketing Officer and EVP at CapGemini; and Nick Burbidge, Managing Director at 368, Deloitte’s in-house agency. These three marketing leaders tackle one of the most pressing challenges in today’s workforce: talent retention.
Against a backdrop of economic uncertainty, recruitment freezes, and technological advances like AI, this conversation explores why retaining talent has become increasingly complex and what leaders can do to address it. The guests delve into how leaders must adapt traditional retention strategies to accommodate different career stages, styles and aspirations. For example, Sarah explains that while junior team members may seek varied experiences across marketing functions, senior leaders often benefit from ‘stretch roles’ that expand their responsibilities.
“As a leader, I need to understand what’s driving my team at whatever point they’re at in their career… The financial package and benefits are table stakes, but the opportunities they’re exposed to and the growth areas matter just as much.”
– Sarah Thomas
One key theme is the shift from a universal retention approach to a more individualised strategy, recognising that factors like financial incentives and benefits packages, while essential, are not sufficient. Leaders must understand each team member’s unique motivations, balancing their needs against the business’s operational demands. This means cultivating a work culture that values growth and adaptability, helping employees to develop the skills and experience to stay relevant in a market that changes from day to day. The consensus emerges that cultural alignment and fostering intellectual curiosity are also pivotal to adequately address retention.
“The unicorn perfect person who has all of the skills just doesn’t exist… I’d much rather hire someone with the right mindset – adaptability, intellectual curiosity and a desire for continuous learning – than just someone with specific content knowledge.”
– Sarah Thomas
On the topic of attracting talent, they discuss how the emphasis has shifted to traits that weren’t prioritised in previous years – in today’s market, intellectual curiosity, adaptability and the ability to learn and relearn are essential. Traditional skills aren’t enough anymore; marketing teams seek people who can think critically, engage globally and navigate a digital-first environment. AI and data technology are transforming marketing, and so adaptability has become a core requirement. Aligned, they see AI as a tool for amplifying human creativity and efficiency rather than replacing human input. From personalised campaign management to data-driven insights, AI can augment roles, freeing employees to work on more strategic tasks.
“Talent retention has now become one of the top agenda items from a CMO’s perspective… It’s not only about performing valuable work but about feeling valued, which makes it uncharted territory for marketing leadership.”
– Roland Glass
Discussing leadership’s role in retention, they emphasise that employees should be encouraged to take ownership of their careers. Leaders can help support them by creating an environment that encourages personal growth and values each individual’s contributions. For instance, leaders can empower team members by assigning meaningful ‘stretch’ assignments and fostering an inclusive culture that invites diverse perspectives and allows all voices to be heard. They can model adaptability by encouraging employees to rotate through different marketing areas to ensure that they’re afforded the opportunity to grow and feel challenged.
The guests come to the consensus that it’s important to have a strong, inclusive culture where employees are valued as people, not merely resources. By blending strategic career guidance with cultural engagement, leaders can support their teams in such a way that makes them feel empowered and valued, ultimately improving retention rates and building a resilient, agile workforce capable of navigating today’s complex market.
Want to redefine your retention approach? Find out how we can support your journey towards adaptability.
