Agilisys
Agilisys working with other sector employers such as Google as well as partners from the skills industry including Sector Skills Councils, awarding bodies and colleges, local authorities and organisations in the third sector including the Charity Technology Trust, are leading the transformation of how skills are developed and deployed in the rapidly growing digital marketing industry.
The skills challenge
Digital marketing is the use of digital media to attract and engage with current and potential customers for example online advertising, email marketing, social media campaigning, and search engine optimisation. It is growing in importance for many organisations, but many do not have the skills and capacity they need to take advantage of the opportunities it presents. A survey of over 500 companies carried out by eConsultancy /Experian in January 2012 found many firms planned to expand their digital marketing departments.
Current capability remains low and expensive, supplied mainly through micro-agencies and providing only a short-term solution. This leads to under-investment and a resulting lack of growth and innovation. Sector employers need access to effective, in-house expertise that they can grow and nurture and they need their existing managers to understand and utilise these skills effectively.
The solution
Agilisys is a fast-growing service provider serving local authorities, other public bodies and private sector companies. Working with other sector employers such as Google as well as partners from the skills industry including Sector Skills Councils, awarding bodies and colleges, local authorities and organisations in the third sector including the Charity Technology Trust, they are leading the transformation of how skills are developed and deployed in this rapidly growing industry.
Three areas have been identified as key in achieving the sector’s needs:
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Work experience to inspire 16-18 year olds in digital marketing: Places are being identified within Agilisys and partners and their networks for young people to experience digital marketing work for 2-4 weeks. In total, 150 work placement opportunities will be created and participants who successfully complete the work experience can then apply for the apprenticeship.
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Road-testing a digital marketing apprenticeship at level 3 and developing a new level 4 apprenticeship: The project partners are “road-testing” an existing level 3 digital marketing apprenticeship, making assessments on its suitability and recommendations for improvement. A new level 4 apprenticeship is also being developed. In total, 150 apprentices will be employed by Agilisys and the other partners and members of the network.
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Training for managers so they can recruit and manage young people effectively: Management training will ensure employers take advantage of the new found employees’ capability and capacity, allowing them and the business to achieve their full potential. A programme to ensure managers can confidently recruit school leavers is also being delivered.
Impact
The project is creating a vital new talent pool and a deeper understanding of digital marketing. By linking young people (school and college leavers) with employers’ digital marketing needs, it will enhance sector productivity while creating new jobs especially suitable for young people. The sector will benefit from new, proven, apprenticeship frameworks and the practical experience of delivering digital marketing training. New jobs will lead to greater digital marketing capacity and managers will be better trained in identifying and developing digital marketing talent. 150 work placement opportunities will be provided and 150 apprentices employed by Agilisys and other members of the network. 150 managers will be trained in managing young people more effectively.
Investment
Employer investment: £2,152,000
Employer Ownership Pilot Funding: £2,145,000
Total: £4,297,00
