As the communications field struggles to retain top talent amid record-high turnover, offering fresh reasons for your team to choose to use their talent at your organization remains crucial. This has prompted communicators to offer more developmental training and upskilling programs for their teams than ever before. A look at those specific areas of development also offers new insights around the new competencies that communications leaders expect their teams to learn.
Most communicators surveyed in said that measurement and data analysis, storytelling and video or multimedia production were the areas of development most crucial to train their team on in the next 12 months.
Measurement/data analysis remains a top area of focus, with 65% of all respondents saying it was a priority with room for growth. This echoes another finding from the Benchmark Report that about 40% of communicators said they lack the people and tools to carry out an effective communications measurement strategy.