Today, 70% of employers say they are ready to recruit a marketing profile (junior) mainly on the basis of soft skills (source Urban Linker), proof that know-how and know-how are no longer opposed: “Soft skills and hard skills complement each other: they are “what I know how to do” and “how I do it”, explains Jean Pralong, professor of Human Resources Management at EM Normandie. “Thus, at the time of automating numerous tasks in companies thanks to artificial intelligence, recruiters and managers are paying new attention to human skills and values”, agrees Alexia de Bernardy, founder of the WE box, a digital platform for HR tools and methods and author of the “Moteurs d’engagement” book published by Marabout What are the most awaited human skills in the marketing, digital and communication professions?
These last two years have more than ever called on marketers to deal with change, as the societal but also technological context has continued to evolve: “The ability to cope with uncertainty and reversals of situation is essential to succeed in continuing to move forward with faith and confidence”, continues Alexia de Bernardy. This permanent instability also calls for a certain reaction flexibility: “If the changes are too numerous or too frequent, there may be an over-reaction that sets in when faced with new situations. The challenge is to succeed in keeping a distance between what happens and our response, by marking a time of stopping and observation to then make an informed decision”, adds Déborah Romain-Delacour, doctor in psychology and author within the Studyrama group. “You therefore have to work better on your mental flexibility to accept the unexpected differently, perhaps in astonishment, rather than under an automatically negative prism”, summarizes Ilona Boniwell, professor of positive psychology and CEO of Positran, psychology consultant for positive transformation.
As a consequence of teleworking, employees must now develop their capacity for autonomy more strongly, in the same way as a freelancer: “It’s about personal organization: how do I manage to delimit professional time and personal time, but also how I nourish a certain self-motivation on a daily basis. If I am a manager, it is also a question of thinking about how to support the members of my team in these new challenges!”, says Ilona Boniwell.
Maintaining the link
“With this social distancing which has almost become normal, maintaining the link with others is essential, because our brain is neuro-social, that is to say, it needs contacts so that we can stay aligned with who we are and in terms of energy”, explains Julien Bouret, Soft skills consultant and co-author of the Soft Skills and Réflexe Soft Skills books published by Dunod. An opinion shared by Jean Pralong: “(Tele)work can take up all the space to the detriment of rest but also of human contact or we will increasingly be focused on performance to the detriment of the informal exchanges that naturally take place. usually in the corridors or at the coffee machine of a company. There is therefore a strong stake in maintaining links with others to check in… so that a climate of openness and trust is maintained between employees and that, if necessary, it is possible to find support relays internally”. For retailers, this ability to maintain links has resulted in particular in recent months in a strong digitalization of communications and services offered, to always remain “close” to customers.
The setting in motion
In this very particular context, it is a question of keeping faith in a less degraded future, this is what will make it possible to put yourself in motion but also to get your team on board thanks to a positive vision. of the future. However, it is not an innate ability: “Faced with uncertainty, routine is reassuring: you may be tempted to stick to your daily work, your habits when it is important to maintain and nurture your ability audacity and daring new things. We must therefore be wary of it all the more because it can be the source of cognitive biases such as confirmation bias where we will only take as truth what we think or what we live”, explains Alexia de Bernardy. A dynamism all the more facilitated thanks to digital, which can facilitate the steps or the implementation of the first bricks of his project: creation of an account on TikTok, a blog, launch of his company… “He must also not forget to continue to train, that is to say to take care of your “hard skills” and therefore of your technical skills”, adds Déborah Romain-Delacour. No wonder then, that in 2021; the number of business creations has reached a new record, with nearly one million companies created (17.4% more than in 2020).
“With telework, there is a new challenge for employees: to make visible what is now done remotely: show the work done, let people know about the actions that are in progress, the successes but also the difficulties that require support and this, both individually and collectively. This can impact a request for promotion or even influence the allocation of budgets”, observes Jean Pralong. For Bruno Clément, CEO of Zepresenters, a consulting firm that helps companies present their ideas effectively and creator of the Moment of Truth podcast, this ability to promote is linked to narrative capacity: “That is to say, how to present or pitching your achievements, whether formally or informally, to your manager or a management committee. This calls for a mastery of your ideas to succeed in creating a coherent narrative path as well as a good mastery of his emotions (stage fright, openness to criticism, etc.) to make his speech both clear and desirable and capture the attention of his audience”, confides this one.
Demonstrating creativity is more than ever essential to come up with new ideas, innovate and disrupt existing models, but how do you take care of it and nurture it on a daily basis in such a restrictive societal context: “Creativity needs emptiness, space, of freedom, hence the importance of keeping “nothing” time slots, of idleness, that’s the famous good idea that happens when you’re in the shower! So don’t hesitate to take breaks and to find its resource elements (music, water, sport…) This is how we will be able to reconnect with our intuition and ideation, faculties that do not work well when ‘we’re tired,” recommends Déborah Romain-Delacour. “We have also observed a correlation between empathy and creativity, proof that it is by putting oneself in the place of one’s team or customers, in a “Customer Centric” approach, that one will be able to improve the employee experience or customer experience”, adds Julien Bouret.
Finally, at a time of infobesity and fake news, developing or maintaining a critical mind is essential: “Once again, it’s the ability to put some distance between the information that arrives and the one I choose to listen and then take the time to check what is said to create my own opinion or make a decision”, adds Déborah Romain-Delacour. This is what Alexandre Rubin, CEO of Yves Rocher France & Benelux, invited to do during the last Marketing Day 2021 organized by Netmedia Group: “Retailers are inspired by trends, often without asking themselves the questions of base, namely how the innovations make it possible to offer a homogeneous brand experience”.