Magazine article Marketing

Agencies Can Only Retain Their Best Staff by Providing Training

Magazine article Marketing

Agencies Can Only Retain Their Best Staff by Providing Training

Article excerpt

Kate Woolf, GAP Manager, Institute of Direct Marketing, Teddington

Paul Seligman's comments on the recruitment and retention of good staff (Marketing, October 14) noted the well-worn, ditch-ridden path of media recruitment. Here at the Institute of Direct Marketing (IDM),it is more than a familiar route.

Our Graduate Apprenticeship Programme (GAP) attracts more than 100 graduates a year and the application procedure we put them through not only assesses the all important academic abilities and levels of motivation, but also the potential to succeed in the direct marketing world.

Once this is done, they are introduced to the participating agencies to confirm whether they fit their additional criteria.

One might infer from Seligman's comments that the recruitment process is a single transaction. However, as anybody working and established in the marketing profession will concede, to retain a decent level of ability requires an element of professional development -- be it on the job or through formal training. Such fresheners are great motivators too.

This is why the GAP scheme involves a two-year programme of education, training, placements, research and assessment to ensure that the potential shown at the outset is realised. …

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