Navigating Digital Transformation: Talent, Business Models & Employee-Centricity
UNIT 1 Business Context and Trends
External/Internal Factors
AI, big data, automation, and the gig economy are reshaping talent management, accelerated by the COVID-19 pandemic.
Talent Management Strategy
Aligns talent goals with business objectives to address digital skill gaps and adapt to changes.
Shift in Business Models
Experience-Based Economy
Emphasis on customer experience over products to build lasting relationships.
Customer-Centric Models
Focus on meeting real-time, personalized customer needs for greater satisfaction.
Types of Business Model Innovation
Fixation
Limited innovation (e.g., traditional public sector).
Replication
Expands existing models to new markets (e.g., McDonald’s).
Renewal
Major model transformation (e.g., Microsoft’s cloud shift).
Combination
Mix of replication and renewal to adapt and evolve.
Digital Talent and Employee Transformation
Digital Employees
Need digital skills and adaptability.
Data-Driven Decisions
AI and analytics enhance employee satisfaction and align actions with goals.
Impacts of IoT and Data
Real-Time Data & IoT
Enable immediate responses to customer needs and data-informed decision-making.
Digital Strategies and Leadership
Digital Mastery Levels
Range from cautious beginners to strategic Digital Masters who lead tech adoption and innovation.
UNIT 2 Employee-Centric Organization (ECO)
ECO Overview
Definition
ECOs prioritize employee satisfaction as “internal customers,” linking employee happiness to business success.
Philosophy
“Employees first, customers second,” emphasizing that engaged employees lead to satisfied customers and strong business results.
The 3 Es of ECOs
Engagement
Builds commitment through positive relationships, recognition, purpose, and role fit.
Empowerment
Grants autonomy with self-managed teams, trust, and open communication.
Enablement
Provides resources, training, and a supportive environment.
ECO Case Studies
Zappos
Uses holacracy for employee autonomy.
Encourages innovation through autonomy.
Salesforce
Emphasizes well-being and inclusivity.
KEY QUESTIONS
Business Context in the Digital Era
Implications for Talent Management
Rapid tech advancements (AI, big data) shift focus to digital skills, remote work, and gig economy reliance, necessitating adaptive and skilled employees aligned with digital transformation.
Defining Employee-Centric Organization (ECO)
Importance in Digital Workplace
ECOs focus on engagement, empowerment, and enablement, boosting employee innovation and customer satisfaction, exemplified by companies like Google and Salesforce.
Changing Role of Workers in the Digital Era
Required Skills
Digital mindset, adaptability, cross-functional teamwork, data-driven decision-making, and real-time customer interaction skills.
Evolving Jobs Work Structures in Digital Environments
Agility and Flexibility
Shift from rigid roles to dynamic, project-based work, requiring employees with change management skills and cross-functional abilities.
Supporting Brand Manager Skills through DTM
Skills Development
Data analytics for consumer insight, cross-functional collaboration for brand consistency, and creative ownership for innovation in brand differentiation.
Job Position: Glossier: Social Media Marketing Manager
Beauty brand founded in 2014 by Emily Weiss, evolving from her popular beauty blog, Into The Gloss. The company focuses on a minimalist approach to skincare and makeup, emphasizing natural beauty and “skin first” principles.
Overview: Highly strategic and creative thinker to support the development of social strategy and social marketing campaigns. This person will be responsible for audience and engagement growth across all owned channels to drive brand awareness and advocacy.
6 Month Expectations:
- Lead the development of social content to support business and marketing objectives, while driving growth, engagement, and brand awareness.
- Ability to conceptualize, coordinate, and create compelling insights-informed content.
- Develop strategic creative briefs for campaigns that align with business objectives, brand strategy, and goals.
- Ability to identify on-brand trends and deliver with fast-paced execution.
12+ Month Expectations:
- Keep brand at the forefront of digital storytelling on social media through innovative approaches.
- Accelerate audience growth while maintaining engagement.
- Diagnose key areas of overlap between other digital channels (i.e., CRM and paid social) and develop an approach to optimize and scale those content synergies.
Qualifications
Minimum 5 years experience in social media content creation and strategy, Beauty experience & Editorial background in beauty, Strong written and verbal communication skills, attention to detail, customer-first mindset, ability to work in ambiguous situations and across organizational boundaries, decisive, proactive.
Synthesized Job Description
Education Level Minimum Required:
Bachelor’s in Marketing, Communications, Business.
Previous Experience General Experience:
At least 5 to 8 years in marketing, social media management, product positioning, project management, or digital strategy. Strong preference for leadership roles, managing cross-functional teams, or large-scale marketing projects.
Mandatory Requirements Core Competencies:
Expertise in social media platforms and content creation. Strong communication skills (both written and verbal), analytical skills, including proficiency in tools like Excel. Ability to work cross-functionally, collaborating with teams.
Desirable Requirements Technical Skills:
Expertise in SEO optimization, content creation tools, and analytics platforms, storytelling abilities, Proficiency in Excel and PowerPoint/Keynote.
Soft Skills:
Creative thinking and ability to generate engaging content, strong organizational skills, leadership and presentation abilities, high levels of proactivity and problem-solving.
Languages:
High proficiency in English, second language is a plus.
STRENGTHS
- Practical Experience in Digital Marketing and Social Media
- Multitasking and Project Management
- Digital Tools: Shopify, Google Analytics, Excel
- Creativity and Adaptability
- Languages and International experience
- Double Degree in marketing and digital business
WEAKNESS
- Junior Skills
- Limited Advanced Data Analysis Experience
- Limited Long-Term Professional Experience
- Perfectionist
OPPORTUNITIES
- Growth of Digital Marketing and Social Media
- Continual Improvement in Tools and Data
- Networking and Personal Brand Building
- Influencer Marketing and Brand Collaborations
THREATS
- Competition in the Digital Market
- Changes in Social Media Algorithms and Platforms
- Dependence on Digital Trends
- Digital Fatigue
- AI taking over