We talk to Admedo’s HR & Operations Manager, Anthony Dacres, about the joys and challenges of hiring programmatic talent.
Anthony, tell us a bit about what got you into the adtech industry.
I was previously working as an Operations Manager for a welfare-to-work scheme, getting unemployed people back into work, and moving on, I wanted a role that would be similarly rewarding and diverse. I needed a team that was free to break the mould, so naturally, the independence of a startup was appealing.
I discovered programmatic, and it ticked all the boxes. eMarketer recently reported that UK programmatic display ad spend will surpass £2 Billion in 2016, and there are so many exciting things happening – for example, how transparency and viewability debates are provoking industry reform. It’s an area of digital where people are really thinking outside the box.
What’s exciting about working in a programmatic team?
I can certainly tell you what’s exciting about working in a small programmatic team – the entrepreneurial spirit! This is unique to the small-team dynamic; you don’t have to follow the status quo, and your mission is always evolving, becoming smarter. There’s less rigidity, so you can make things work your way. The team are loyal, and the company strategy is
designed by people that work at the centre of the action.
What are the top qualities recruiters need to look out for when building an outstanding in-house programmatic team?
Industry knowledge – You need at least one source of online advertising expertise coming from a manager who’s built up commercial acumen. They need to be keeping up with industry trends and have the ability to translate all that information for others.
But you also need people who need and want to build up their industry knowledge. It’s no good having a great manager if staff aren’t hungry to be experts themselves.
Enthusiasm – You need people who get involved and go the extra mile. When I interview someone, I want them to have more questions for me than I do for them. Candidates should have done some research, so that we can discuss whether adtech is the right industry for them, and if they’re going to give the best of themselves in the office.
Good listening skills – I’ve held interviews where people just don’t pay attention to the questions I’m asking. This is a red light if you’re recruiting programmatic talent. Absorbing information is essential if a new starter is ever going to grasp the industry. I also have a lot of respect for someone who’s really listened to what I’ve asked, and answered with “I’m not sure, but I’d like to find out”, because this kind of honesty will help you supervise people’s development more effectively.
Analytical – Pragmatism and mathematical skill go a long way in an ad ops role. It’s not that candidates need specific adtech experience, but a technical mind is essential.
Many brands need to keep their programmatic workforce lean. With this constraint in mind, who are the key people that a small team can’t be without?
As I said before, the team needs at least one leader who can be a central point of advice, to guide others on things like budget reallocation, or cross-campaign strategy.
You then need someone on the ground, managing ad ops, and (ideally) someone to help with data management, but your ‘leader’ might already have those data skills. These two people should be comfortable working solidly with technology.
Sometimes, potential is as valuable as experience, so how can companies support new starters who lack adtech wisdom and practical know-how?
Lack of experience is common, so don’t expect to find the right skillset straight away. I’ll often have a massive pile of CVs, and only select a couple for interview. BUT, do keep an open mind. Don’t focus solely on adtech experience. Look for skills and qualities from other industries that can be put to use, and look for an attitude that says, “I want to know more”.
You can support new starters’ growth with in-house training. We run a weekly adtech 101 that covers all the fundamentals, and you can use your own industry expert(s) to lead something similar. In my experience, just one hour a week can make an impact. From there, your team will reap more from their own personal research.
Have you got any practical tips to keep day-to-day operations running smoothly?
Staff onboarding takes a while. Even if you run an adtech training programme, as I mentioned, it can be tricky to gauge how much knowledge the team is picking up. So HR Managers should work together with departmental managers to design a structured monitoring process that tracks development individually.
Budget management is a make-or-break exercise for small teams, especially if you’re in a position where ROI needs to be proven to senior management. Make sure your reporting tools are 100% transparent, and don’t get locked into any contracts that may stifle you in the future.
Also, be sure to keep an eye on your campaign spend every single day, so you can proactively reallocate budget if necessary. It can seem like a bit of a balancing act at the start, but a good ad ops team will get into the routine in no time.
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