Whether we realize it or not, advanced technologies like artificial intelligence (AI), augmented reality, and the Internet of Things (IoT) have transformed the way we think about the world around us. From how we protect our schools to the way we navigate our streets to how we shop for groceries, such technology now lies at the heart of practically everything we do today.
Just as these technologies have changed the way we live, they have changed the way we work. Today’s rapid pace of innovation has transformed nearly every business task, process, and workflow imaginable—so much so that industry analysts estimate that up to 45% of activities that employees are paid to perform can now be automated.
This digital disruption—or what many are calling the Fourth Industrial Revolution—without question redefines traditional roles and responsibilities. In fact, research shows that in five years, more than one third of skills that are considered important in today’s workforce will have changed. Even more, analysts estimate that 65% of children today will grow up to work in roles that don’t yet exist.
While we do still see employees that specialize in one skill or expertise, we’ve mostly moved away from the days of hiring an employee for just one job. As technology evolves, so too do the skills required to innovate and propel forward. Looking ahead, employees must have a propensity for continuous learning and adopting new skills to be able to recognize and respond to today’s speed of digital change.
Consider how technology has changed the marketing paradigm. As recently as 10 years ago, marketing platforms like Marketo and HubSpot had only just been founded, Facebook was still in its infancy, and the first iPhone had newly hit the market. As technologies like cloud, social, mobile and big data evolved, however, we suddenly began seeing new tools specifically designed to enhance digital media, social media marketing, and mobile marketing. As a result, companies began searching to fill roles for social media coordinators, digital campaign managers and integrated marketing planners—jobs that were unfathomable 15 to 20 years prior.
Fast forward to today and we’re seeing the emergence of new technology for marketing, such as augmented reality, geofencing, and emotion detection. The continual emergence of new technology perpetually creates skills gaps that must be filled by employees who are passionate, motivated, and invested in their own learning. These kinds of team members are committed to developing new skills and leveraging their strengths to outperform.
But not all employees can easily identify their strengths or develop new skills. This is likely why nearly half of employees today feel unengaged at work, with nearly 20% feeling “actively disengaged.” At the same time, companies are struggling to align employee strengths with organizational priorities. Employees may have certain strengths, but employers may find those skills don’t directly increase operational efficiency or performance. This is why nearly 80% of businesses are more worried about a talent shortage today than they were two years ago.
So, what’s the answer? Employees and employers must work together to identify what roles are currently filled, what skills are still needed, and who best exemplifies those skills. For employees, this means taking control of how they grow their careers and improving for the better. For employers, this means displaying an unwavering commitment to employee reinvestment by understanding key areas of interest to effectively fill skills gaps.
At Avaya, for example, we’re leading an employee enablement program under our Marketing 3.0 strategy. The initiative is designed to help strengthen our marketing organization by equipping employees with the right competencies that reflect our culture, strategy, expectations and market dynamics. By doing so, we can ensure we’re recruiting and managing talent in the most strategic way, putting the right people in the right jobs with the abilities to perform at maximum potential every day. By having each marketing function participate in a simple knowledge profile exercise, we can begin objectively determining development opportunities that best meet their needs and the needs of our business.
As technology continuously evolves, it’s crucial that employees have a propensity for continuous learning and that organizations foster an environment for this learning. In the words of former GE CEO Jack Welch, “An organization’s ability to learn, and translate that learning into action rapidly, is the ultimate competitive advantage.”
We live in a world that is rapidly and inevitably changing. Employees should embrace this change to thrive, and must if they wish to propel business forward. As employers, we are responsible for strategically leveraging our resources to align employee strengths with organizational needs to succeed in this environment of constant change.