Finding the Right People for Digital
I’ve been asked this question a couple of times before so this post is long overdue. To be honest, I don’t think there’s a specific formula and/or criteria to look for. The best approach is to keep an open mind and invest the time to seek out the right talent.
In one of Bill Bernbach’s interviews, he was asked where to find the best creative talents. He summed it up in one word… Anywhere. I guess in this industry, where you need a careful balance of creativity and technical know how, the answer is also anywhere. I’ve met a number of people who have successfully crossed over to the digital industry coming from traditional, technical and even finance industries. It’s universal. It applies to all. The nature of digital requires constant learning so in my opinion, it’s never too late to get into it.
But make no mistake, this industry is not for everyone. I’ve also seen a lot of people come and go. There are a number of factors that influence this but let’s not get into that.
Allow me to share some things that I personally look for in a digital person.
Let’s assume that the person is already inclined to get into digital and has invested some time in acquiring the basic skills whether in client services, technical or creative.
1. Passion for Learning
I know that passion is a word that’s been thrown around a lot. But passion for learning is a bit difficult to catch. Often times, we hear statements like “willing to learn” and it is a good trait but you have to dig a bit deeper to see if there is a genuine passion to learn.
I always try to spot this at the end of an interview. When they start asking questions.. not questions about the salary or work hours of course. Believe me, I’ve encountered a few. It’s the quality of the questions. It’s the ability to sustain a string of questions in a humble and sincere manner.
Word of caution.. Every now and then, you will encounter people who have the ability to throw in some quality questions and use it as an opportunity to insert what they already know. Don’t get me wrong, there’s nothing wrong with infusing your knowledge into the conversation. It’s the manipulation through questioning that is frowned upon. There are other ways to establish this.
2. A Digital Lifestyle
By today’s standard, the question is “do you Facebook?” “Do you blog?” “Do you check-in?” A couple of years ago, it was as simple as what’s your email address? And if they didn’t have an email address… well, enough said.
Now you don’t have to be very strict about living digital. For example, blogging is not mandatory. If they can name a few blogs, then that’s a passing score in my book. On the other hand, social networks is a must. Ask about websites they frequent. See if digital is fully appreciated and is part of their day to day.
Having a digital lifestyle is important because it develops maturity in the space. Owns a mobile phone, has access to the internet just to name a few. This empowers a person. Look for people who appreciate how a device has changed their behavior. How a website has influenced their purchases. Be sure that the candidate appreciates the value of digital.
3. Explorer
Digital is a huge. Take for example the internet, you can spend hours just navigating your way around thousands of blogs, sites and search engine results looking for the right one. If it was your first time arriving at a poorly designed website, you might lose the chance of getting the answers that you seek.
That’s why the qualities of an explorer is important. You look for people who are not afraid to click on the next button. Not afraid to explore the read more. Are eager to “stumble upon”. In a way, this speeds up their passion to learn.
You establish this by asking them about the last thing they looked up online. The newest app they installed on their iPhone or Android phone. Then follow it up on how they arrived at it. You’ll be amazed of the stories you’ll hear. The really good explorers jump from one site to another without fear of losing their way.
4. Self-Starter
I don’t have go in depth on this one. It’s the nature of the beast (digital). You have to initiate. You have to start it up. It simply shows that you are not afraid to jump in.
This is highly dependent on the past. So you have to ask about their past projects, how it came to be. The result is not as important because that can be fixed through process and training.
If you want to bring it a step further, state a technology and challenge the mindset. If they choose to use it the way it was designed to be used then that’s fine but if they see a different angle and/or implementation creatively, you might have a winner sitting right in front of you.
5. Early Adapter
Being an early adapter is not that critical but it has its advantages. It puts you ahead of the game. Early adapters are either very well informed or are just not afraid to waste their efforts. It stems from a passion to be ahead.
The term is associated to hardware use like having the latest mobile phone or getting the latest gadgets. But that’s not always the case. For example, early adapters to e-commerce have been enjoying the luxury of paying their bills online for quite some time now. Stop lining up to pay your bills guys. Save gas, save paper, save the planet!
To spot an early adapter, you don’t have to look at the phone their using or if they’re already a member of the newest website to offer deals. This eliminates the factor of affordability or time. Just start up a conversation on what’s new and if they can name at least 2 things that they want but can’t afford or don’t have the time to do or try and if it’s not “so last year” then you can cross that out of your list. Trust me, these two words baffle a lot of people during interviews “What’s new?” If they’re quick on they’re feet, they’ll throw in the latest gadget or the latest applications.
So that’s it. 5 things I look for in digital peeps. I wish you all the best in your search for the right digital people.
