It was a captivating moment at the opening of the 5th National Advertising Conference (NAC) in Abuja Wednesday, as marketing professionals emphasized that collaboration and knowledge sharing between the older and younger generations are vital to bridging the industry’s talent gap.
In the last five years, both regulators, marketers and clients gather in Abuja, the seat of government, not only to seek partnership with the public sector but to find solutions to myriads of challenges confronting the industry.
Addressing talent gap in the industry, panelists across generations at the fire-chat Wednesday agreed that instead of frictions, the older and younger generations should work collaboratively, share knowledge and experience to build the industry.
To foster collaboration and knowledge transfer, the generations in the industry were advised to be humble enough to realise that they have skills and experience to gain from each other.
To reap the benefits of the knowledge transfer, the panelists also agreed that the older generations have built the industry, but the sustainability and long- term success of the industry depends on the gained experience and next generation of marketers.
In her statement, Bolajoko Bayo-Ajayi, President of National Institute of Marketing of Nigeria, NIMN emphasized on creation of culture of sharing knowledge and experiences in the workplace, building an enabling environment to allow especially the young ones to speak in a non-threatening environment, and for leaders to give access their offices to the young ones.
The NIMN president who said she creates time with her team on coaching on brand building, also identified mentoring and hand-holding in a non-judgmental way which helps one to learn in their pace.
She also said there is need to document experiences stating “ sometimes what we know as leaders is in our head”.
Bello Yusuf of 3-IPOD underlined adherence to systems and processes in marketing which he said are fundamental.
Yusuf who said what helped his career was because he started as a management trainee, learning different things at different sections said “no matter how well digital may have brought some things, the fundamentals of processes are important”
Also speaking, Maryam Amuda of Aster Integrated Marketing opposed the notion that young generations are lazy and job-hoppers.
She said the young generations just need structures in a working environment that is fit and comfortable for them and when they cant find one, they leave. And on the laziness, she said the young generations have different ways of approaching jobs, away from the traditional method of doing certain works which she said is not laziness.
Again, on the notion that G Zs are not open, Maryam said the young generation is not really given a lot of access or opportunities to speak and be understood in workplaces.
In his presentation, Anthony Eigbe of Tecno West Africa believed that both generations should be able to impact each other.
Stating that certain cultures may not be compatible, Eigbe said for instance, if older generation wants promotion, he/she would be hardworking. But Gen Z would give the employer minimum of work and expect promotion for better performance.
Organisations were told to be intentional about bridging the divide and be open minded to embrace the differences on both sides of the divide.
Speaking earlier, Lekan Fadolapo, Director General of Advertisign Regulatory Council of Nigeria, ARCON described the conference as knowledge and idea sharing platform to build the industry.
