Employer Digital Skills Profiles
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View a series of interviews with employers about digital skills that are important for their employees and where they think graduates could improve their digital skills.
Arad Goch Theatre Company
Company: Arad Goch Theatre Company
Company Size: 8 permanent staff but up to 20 with temporary contracts
Founded: 1989
Where is the company based: Aberystwyth
Examples of typical graduate roles:
- Technicians
- Actors
- Schools liaison Officer
- Admin Assistant
- Marketing Officer
Essential Digital Skills We Value:
Digital Proficiency - Use of Microsoft software, SAGE payroll software for finance, software programmes for running production lighting, sound etc.
Digital Creativity - Adobe photoshop for leaflets and poster, website design and updates, video editing software
Digital Communication - Emails and video calls
How important is social media in the business?:
"It comes into a lot of our roles. Everything is by email now but the marketing officers would need to promote our events in the medium of Welsh across all of our social media. Most of our marketing is done through social media now."
What is your biggest advise to someone tying to get into your industry?:
"Experience! I know it is a bit of a catch-22 because you can not get a job without getting the experience but just getting that experience, even volunteering, really gets your foot in the door, then the world is your oyster!"
Do you think that people overlook the importance of digital skills in creative industries?:
"Yes, it's a very important part of our industry. Showing what goes on behind the scene is a good way of getting the message out there and so for example, we make videos of the productions to get people interested. So skills in say digital marketing are critical for us."
What are you not seeing enough of in terms of these digital skills?:
"Technicians are very few and far between so finding people for those roles is quite tricky. There doesn't seem to be many people around wth lots of marketing experience either."
Produced by the Student Digital Champions
Clicky Media Digital Marketing Agency
Company: Clicky Media Digital Marketing Agency
Company Size: 50
Founded: 2007
Where is the company based: Across the UK
Examples of typical graduate roles:
Assistant roles in a specifical service area of digital marketing:
- Search engine optimisation
- Paid ads
- Paid social
- Digital PR
Essential Digital Skills We Value:
Digital Learning - Proactive engagement in learning new software. For example, taking Google exams for entry level digital skills and exams in Google analytics or paid search software.
Digital Identity - Proficiency with LinkedIn and using it to engage with and communicate with the wider industry.
Digital Creation - Experience in setting up a website.
What does a day in the life look like for one of your assistant roles?:
"It would depend on the department but the general structure of one of our assistant roles is you would have work briefed to you from thee wider team and then support the senior team with the work for clients. So it could be anything from pulling research from different platforms, to helping with a presentation for client strategy."
What are the personal attributes do you look for in a new employee?:
"A bit of drive and tenacity, someone wo wants to come into the business and drive change and then will deliver on those goals. Having commercial awareness is great but really someone who knows what they want and have the drive to achieve it is what we look for."
How important is social media use in marketing?:
"LinkedIn is such a big thing in our sector so being able to use it, that is really useful. We have a paid social media team so although we don't do anything organically, having knowledge of certain platforms like Meta or TikTok and how people use those can e really useful from a client delivery perspective"
Are there any common digital skills weaknesses in graduates?:
"Literacy with excel and getting up to speed with specific platforms mostly. Graduates tend t either note be able to pick up new systems at speed or there are those that are really literate with the platforms, but they want to do everything too fast, and they end up cutting corners, so it is about finding a balance between the two really"
Produced by the Student Digital Champions
National Library of Wales
Company: National Library of Wales
Company Size: 230
Founded: 1907 and in its current location since 1916
Where is the company based: Aberystwyth, Wales
Examples of typical graduate roles:
- Admin and Finance Assistants
- Library and Archive Assistants
- Shop Assistants
- Portering Team
- Hospitality Assistants
Essential Digital Skills We Value:
Digital Proficiency - Online resources available through library website, e.g. collections catalogue, manuscripts.
Digital Learning - Training on the MS office package, transcription of collections to digital format, conservation work, quality assurance.
Digital Communication - Email, Teams, Zoom and social media.
How integral is technology to your daily work?:
"Technology is used throughout the library, we have live videos showing clips from our archives to online catalogues"
What kind of person would be a good fit for the National Library of Wales?:
"Provided you are not scared of using technology there are plenty of opportunities for you at the Library. Full training will be given as much of our work is very unique in nature."
Does not speaking Welsh stop graduates from applying to work with you?:
"Each Job Description will specify the level of Welsh required to undertake a role. Our front of house posts require the ability to communicate through the medium of Welsh, but we are more relaxed with positions which don't face the public."
Has Covid changed the way that you work?:
"Prior to Covid, we were all working on site and travelling to meetings. The Library now offers hybrid working and most of our meetings are held on-site in Aberystwyth or via Teams."
Produced by the Student Digital Champions
Cogent Breeding UK Genetic Services
Company: Cogent Breeding UK
Company Size: 250 employees
Founded: 1995
Where is the company based: Based in Chester but operate UK-wide and internationally
Examples of typical graduate roles:
- Lab Technician
- Sales and Genetics Consultants
- Admin Assistants
Essential Digital Skills We Value:
Digital Proficiency and Problem Solving - Proficiency with computer software, basic troubleshooting skills for the computers that run our sorting machines and an understanding of computer mechanics.
Digital Literacy - Proficiency in Excel for data management and analysis of customer and sample data.
Digital Communication - Ability to effectively communicate via email and other digital platforms.
Common Areas for Improvement:
"Many graduates, especially those from practical backgrounds such as in agriculture or animal science, may lack experience with data management tools like Excel. Graduates that work in the labs seem to have more data experience, so this may be an area that is overlooked in the more practical degrees."
Where we recruit from:
"We have recruited graduates from a very diverse range of degrees such as chemistry, forensic science, microbiology and even wildlife conservation. We are open to any graduates as long as you have the right attitude, an interest in what you do, a willingness to learn and a keen attention to detail. "
What we look for in our employees:
"Our team is driven by a collective passion for agriculture and a deep understanding of the industry, and we look for the same in our new recruits. We're seeking enthusiastic individuals who align with our core values, have integrity and a positive demeanour. If you're outgoing, data-savvy, and eager to learn, we want you on our team."
Produced by the Student Digital Champions
The BBC
Company: British Broadcasting Cooperation (BBC)
Company Size: 21,000
Founded: 1922
Where is the company based: UK wide
Examples of typical graduate roles:
- Apprenticeships
- Software Engineer
- User Experience Design
- Various roles across:
- Business
- Project Management
- Journalism
- Production
Essential Digital Skills We Value:
Digital Problem Solving and Collaboration -
"Hackathon style events where people are put into teams and set a sort of challenge, usually coding based, in a set amount of time and then present your solution and there is usually a winning team so it is a very collaborative event".
Digital Wellbeing -
"We encourage people to try and come into work where possible and HR run sessions about mental health and wellbeing and in particular work-life balance. Within the digital teams they are doing more of things called '10% times' where every other Friday people are recommended to step away from work stuff and spend a day or half a day learning a new skill which could be digital skills or courses or anything else!"
What digital skills does the BBC look for in their employees and how can students show those skills?:
"Depends on the role really, the key is to be knowledgeable about current trends, for example being aware and having a knowledge of current software and [coding] languages. Our key question is "tell us why you are best for the role", and that would be the best opportunity to display your knowledge and skill base. So mention any projects you have been involved in, particularly dissertation projects as they are often at the forefront of digital skills. But as important as digital skills are we can also teach those when someone is in the role so other personal skills and behaviours like collaboration are really important."
What do you suggest to students to develop or improve on those skills?:
"Read the job description and if there is something you have not experienced before use something like LinkedIn Learning, Pluralsight or just YouTube even and try to then match the experience they are looking for by working on those skills yourself. Acknowledging something you have not got experience in is not a bad thing as long as you can say I am willing to learn it."
What are you not seeing enough of in terms of these digital skills?:
"What I personally notice is the actual quality of the application as opposed to the specific skills that are missing. It feels that we have people coming out of university who have done some fantastic things, but they have got no experience or had no help in writing an application".
Produced by the Student Digital Champions
Aled Ellis & Co. Estate Agency
Company: Aled Ellis & Co.
Company Size: 4 members in the core team
Founded: 1998
Where is the company based: Aberystwyth-based but covers from Tywyn down to New Quay across mid-Wales
Examples of typical graduate roles:
- Sales negotiator
- Admin assistant
Essential Digital Skills We Value:
Digital Identity - Very important to present a welcoming, helpful identity to clients and this extends to how prospective employees present themselves through their communication.
Digital Communication - Contact with vendors, buyers and sellers via email, WhatsApp and voice notes.
Digital Creation - Splice, Canva and other video editing software.
Did Covid change the company and the way it is run?:
"Before Covid we hardly used our WhatsApp group but now we use it all the time and it allowed us to work remotely which is something we still do. Another thing is being able to communicate with sellers abroad and that is only possible with video calls or messages."
What are the key personal skills in Estate Agency?:
"For anyone who wants to go into any sales role then customer service is so important. Making sure that your client is 100% satisfied is the key. Communication skills are the most important part of our jobs. Some clients prefer to communicate via certain platforms, or only in Welsh, so being across all various different communication platforms and then being willing to communicate with clients in their preferred manner is great."
Are there any digital skills weaknesses in your team?:
"Definitely social media. There was no social media presence when the business first started but now we do virtual tours, we post all our properties on Facebook and Instagram ad we have a YouTube channel. It is so key to the estate agency industry and the graduate generation are more up to date with using it, so to be able to have that ability to use social media, along with maybe marketing skills too, will go a long way."
Do you think people overlook digital skills in estate agencies?:
"Without a doubt. As well as social media just being computer literate is so important. We use a system called Vebra to upload all of our properties and contacts so to be able to use and navigate these digital tools is vital. Being able to pick up a new system quickly will get you really far in our business!"
Produced by the Student Digital Champions
Chester Zoo
Company: Chester Zoo
Company Size: 1,000 people
Founded: 1931
Where is the company based: Chester but research and academic connections across the world
Examples of typical graduate roles:
- Finance and Accountancy
- Marketing
- Creative Content Development
- Education Ranger
- Hospitality
- Scientists and Lab Technicians
- Guest Operations
Essential Digital Skills We Value:
Data Literacy - Statistical analysis ranging from managing excel all the way up to R coding, using coding language, working with large data sets, predictive modelling, understanding the influence of software and hardware, and data organisation.
Digital Problem Solving - Solve problems associated with R.
Digital Learning and Creativity - Digital training tools such as poll websites, embedding within PowerPoint presentations and MS Teams
Have you noticed any common weaknesses in the digital skills of graduates you employ?:
"This is a bit left field but the ethical awareness of using technology. We are a visitor attraction so we have to be careful of our processes and have ethical reviews. We have to be aware of GDPR, data protection and we have to think of the field of view of cameras and the impact of technology on animal welfare, from lights, noises and heat. What if that camera changes the water temperature? Also the practicalities, so we don't have plugs everywhere or Wi-Fi and we work globally so that's just a whole other element that needs to be considered."
What would be your best advice for graduates?:
"Add as many bolt on courses as you can because we don't expect you to know everything but if all the applicants have done similar degrees but nothing extra then there is nothing setting you apart."
What do you look for in an employee?:
"One new thing we are looking into is AI so lots of our scientists work on large-scale camera tracking technology and we need grads to be ready for things that don't yet eist. You have to be on top of you own learning and keep up to date with the latest tech developments. We also look for resilience to cope with changes, problem solving and ability to adapt quickly".
Do you think graduates overlook digital skills in this area of work?
"Absolutely, a large chunk of our jobs are spent in front of a computer. We are not seeing university modules with enough emphasis on the tech we are using, whether that's thermal imaging or R statistic as opposed to SPSS which isn't really used in industry, so to be cutting edge when modules are only changing every 4-5 years is really tricky."
Produced by the Student Digital Champions
Download All Employer Profiles
- Arad Goch Theatre Company Employer Digital Skills Profile
- Clicky Media Digital Marketing Agency Employer Digital Skills Profile
- National Library of Wales Employer Digital Skills Profile
- Cogent Breeding UK Genetic Services Employer Digital Skills Profile
- The BBC Employer Digital Skills Profile
- Aled Ellis & Co. Estate Agency Employer Digital Skills Profile
- Chester Zoo Employer Digital Skills Profile