Integrating data analytics, combining diverse generations are challenges for HR department of media cos

HR has moved beyond back-end, soft skill to the role of partner and anticipator.

MUMBAI: The digital transformation has not left any niche behind, even if it is the human resources department of the media and entertainment industry. HR has moved far beyond backend and soft skills; data analytics is now in a crucial position. founder, CEO and editor-in-chief Anil Wanvari held a session “Responding to megatrends” in its first-ever Media HR Summit. MullenLowe Lintas group HR director Heather Saville Gupta, Reliance Entertainment’s Big Synergy CEO Rajiv Bakshi, Madison World executive director Lara Balsara Vajifdar and Reliance Broadcast Network Ltd CEO Abraham Thomas participated in the panel discussion.

MullenLowe Lintas’ Gupta said that the media industry is most dynamic. Other industries do not have to deal with such face-paced movement. Adding to this, Thomas said, “Two disruptions which have actually changed our lives as consumers and professionals are digital disruption and the huge societal change that has come upon us. We currently have almost five different generations working together.”

According to Thomas, the role of HR has become a watchdog looking for trends and insights in the industry. The HR department is like a composer, trying to scale the company goals. Thomas is of the view that HR role has suddenly become front-end and frontline. He opined that with digital, HR is the other important buzz word.

Bakshi added that while that bastion was held by the word ‘transformation’ for the last three years, now HR has arrived to play the role of not just a partner but also an anticipator. HR has to anticipate business trends for the survival of the company.

“HR is very important for the agency as our business is all about people. HR is not just the HR head’s responsibility; it is each and every senior management’s responsibility especially in an agency business which is full of young people coming with its own set of challenges,” Vajifdar said.

According to her, media is getting a good share of young employees who are ambitious, impatient, have a sense of purpose for work and don’t want to listen to someone just because they are senior.  She said that they want their leaders to command respect not just demand and expect.

Gupta’s company delves in producing 30-60 second TVCs where upscaling older employees is a challenge while millennials understand digital faster. Added to this are the budget constraints while hiring, training, recruiting and retaining employees due to smaller client budgets.

Bakshi added that one major challenge the industry is facing is creating a value proposition which will attract multi-generation people. This means creating an organisation where there are stalwarts, experienced people as well as energetic youngsters who have to collaborate for the same project. He also added that HR needs personalisation with the help of data analytics. This can be done via customised training programmes and incentives.

Experts also agreed that younger employees look for direct communication from authority to get a sense of what they are doing. Hence, taking out time for personalised informal communication without any agenda is important. Any key factor is HR management is to align personal goals with the company’s and get employees to look at the bigger picture with greater contribution to society.

Latest Reads
BharatMatrimony ads draw parallels between cricket & marriage

NEW DELHI: BharatMatrimony, a leading online matrimony player, is known for contextual content during IPL and often rides on topical news. The brand is again back with its cool contextual posts driving social engagement and this time it is relating cricket with marriage. BharatMatrimony is wooing...

MAM Marketing MAM
Dailyhunt forges content partnership with Chennai Super Kings

NEW DELHI: Dailyhunt, a local language content discovery platform for Bharat, today announced CSK Originals – an exclusive and exciting content partnership with IPL favorites’ Chennai Super Kings. This partnership manifests as an exclusive hub on the Dailyhunt platform, giving users access to...

MAM Marketing MAM
GoDaddy launches second phase Bijness Bhai campaign in India

NEW DELHI: GoDaddy Inc, a company that empowers everyday entrepreneurs, has launched the second phase of its marketing campaign for India - Bijness Bhai. This campaign continues the focus on encouraging small businesses in India to build a complete, integrated online business, and creates awareness...

MAM Marketing MAM
The Ad Club re-elects Partho Dasgupta as president

MUMBAI: Advertising, Marketing and media industry’s apex body – The Advertising Club today announced the Managing Committee for the current fiscal i.e. FY 2020-21 at its sixty sixth annual general meeting. Its current president Partho Dasgupta has been re-elected to lead the body. Under his able...

MAM Marketing MAM
ITC urges consumers to munch on Bingo! during Dream11 IPL

DELHI: Snacking enhances everyday moments and cricket fans love to munch on something while they are watching their favourite sport. Bingo! is the preferred snacking choice of millions of Indians, elevating their experience while they are glued to their screens from the comfort of their homes. The...

MAM Marketing MAM
Great Learning appoints Aparna Mahesh as chief marketing officer

NEW DELHI: Great Learning, one of India’s leading ed-tech companies for professional and higher education has appointed Aparna Mahesh as the company’s chief marketing officer (CMO). She will be responsible for managing Great Learning’s global marketing strategy, development and delivery of brand...

MAM Marketing MAM
VMLY&R wins Dell India's creative duties

Dell has appointed the brand experience agency VMLY&R as its lead creative agency in India for both the consumer and small business portfolio. The mandate was won after a keenly contested pitch.

MAM Marketing MAM

Get transported into the Future of Creativity in Augmented Reality all the way from Sydney with Emile Rademeyer, and the Climb to the Top of the Pyramid and witness a fireside chat with Megha Tata and Navika Kumar, as they highlight their journey and experiences in the media landscape. Then, sit...

MAM Marketing MAM
Brands leverage Rahul Tewatia moment

NEW DELHI: Over the years, IPL has given birth to several big stars who haven't just entertained the crowds but went ahead to become viral-sensation. The latest to be a part of that elite club is Rajasthan Royals' Rahul Tewatia who smashed five sixes in one over in a match against Kings XI Punjab...

MAM Marketing Brands

Sign up for our Newsletter

subscribe for latest stories

* indicates required