Throughout 2009 training and development was a very low priority for UK organisations, with the main focus being organisational maintenance and profit maximisation. Investing in training and development during 2010 will play a key role in ensuring a proactive and positive response to the difficult challenges which lie ahead during the upturn.
Many business leaders believe that training and development will play an integral role in retaining staff and changing company fortunes, with a particular emphasis on leadership development:
"Employees will expect to go on structured and rewarding personal development journeys so they can build their own personal brand and develop new skills. Specific training this year will focus on strategic insight, interpersonal skills, leadership and management." - Clare Myerson, Eurpoean people and practices manager, The Marketing Store.
This shift to personal and professional development is also evident in the Media and New Media sectors. Leading players such as Kitcatt Nohr Alexander Shaw and Adconion Media Group are now investing as much as 10% of their net profits into ensuring that staff members improve their communication, presentation and creativity skills.
High profile companies are beginning to realise that investing in these overlooked "soft skills" are key to ensuring effective communication which leads to client leadership and retention. Different Dynamics have recently been engaged by media world leaders Mediaedge:cia (part of the WPP Group) to provide training focused around the Strength Deployment Inventory (SDI), proving that exceptional management and interpersonal skills are what will make the difference between basic survival and extraordinary business success during 2010.
Melissa Wong - Marketing Consultant to Different Dynamics Ltd
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