As the complexity of today's marketing strategies increases, new challenges have surfaced for the modern company.
The traditional structure – that divides a team into silos of experts – has become outdated as it limits a company's ability to quickly adapt and meet the demands of the fast-moving digital landscape. To keep up, firms are seeking employees with a broad range of skills plus one standout skill.
This is known as the T-shaped hire.
T-shaped hires are those who have a strong single discipline such as technology (the vertical stalk of the T), while the horizontal line reflects their ability to understand other disciplines such as brand strategy, creative and project management.
Key attributes of a T-shaped person is one who demonstrates empathy – the ability to stand in another team-member's shoe and understand challenges they face. Building on that empathy is their enthusiasm to actively participate in those other roles (with a lighter level of subject matter understanding).
Engine Digital embraced this modern agency structure by adding seven recent T-shaped employees to the team (it's built into their interviewing practice). These new hires have better context for decision-making and are able to contribute accordingly.
The benefit to clients is a core team attached to a project that is able to navigate through potential unseen barriers. Having multiple perspectives in the room at one time manages the risk associated with digital (technology)-based solutions.
While each T-shaped employee has line-item duties for specific skills (e.g., user experience, content strategy), they are encouraged to draw on their knowledge in other disciplines. Engine Digital focuses its learning and development programs for each T-shape hire with this in mind. •
