Immediate skills needs of the Creative Industries in West Wales, the Valleys, and North West Wales

Transcription

1 FOR SKILLS THE DIGITAL ECONOMY Immediate skills needs of the Creative Industries in West Wales, the Valleys, and North West Wales 19 March 2012 Prepared by TBR s Skills and Labour Market Team and Olsberg SPI economic research & business intelligence

2 Table of Contents Introduction 3 Background 4 Emerging findings 5 Emerging recommendations 9 Emerging priorities for Next Steps 14 2

3 Introduction Stage 1 of 6 in research project: 1. Analysis of immediate sector skills priorities and methods of addressing; 2. Quantitative analysis of the TV, Film, Interactive Media, Animation, Facilities and Publishing sub-sectors; 3. Quantitative analysis of the Radio, Computer Games, Photo-Imaging, Advertising, Fashion and Textiles; 4. In-depth consultation with strategic stakeholders; 5. Cross-cutting themes faced by the sector; 6. Executive summary & over-arching conclusions. Stage 1 objectives: Extend the evidence developed through Creative Media SSA for Wales; Validate the extent to which issues in the SSA reflect regional skills needs; Support the identification of quick-win training priorities; Articulate employers preferred methods of training to address needs. 3

4 Background Sector Skills Assessment 2011 key skills issues: IP and monetisation of multiplatform content; Developing and exploiting multiplatform skills; Broadcast engineering an area of skills shortage; Adopting transferable skills / multi-skilling; Archiving; Management, leadership and entrepreneurial skills; Business acumen alongside creative skills; Sales and marketing; Flexible support for freelancers. Employer Survey Wales: Top skills gaps amongst permanent staff Multi platform Design / development of web sites or web applications Online / social media publishing or content distribution Technical Computer / software usage Sound, camera skills and editing Production Knowledge or experience Business Business planning / strategy General business skills / knowledge 4

5 Emerging findings Overview: Key drivers of skills demand are: o Falling budgets; o Inconstant / fluid environment (e.g. availability of work, technological change, freelancer movement); o Development of new digital business models; Multiplatform (monetisation of IP) and management have been underlined as the main issues cutting across the sector; Little desire for new courses, rather: o Better access to existing courses; o More opportunity for training to be in-situ ; Geography doesn t tend to impact the issues, but is a significant factor in planning training to resolve them; Delivery though the medium of Welsh is dependent upon the type of training. Key drivers: Finding new audiences in digital environment; Micro Climate in Wales and dominated by SMEs; Unpredictable work flow; Falling production budgets and new finance models; Need to look internationally / co-pro; Policy uncertainty; New skills required in digital age; Up-skilling staff increases risk of staff departures; Training needs to contribute to wider financial/strategic goals of entity in the long term. Skills priorities: Multiplatform skills priorities Multiplatform is an issue across the board: o Exploitation in terms of monetising content (existing and new) on different platforms; o Platform options and sales models (e.g. direct to consumer); o Exploitation in terms of marketing and market awareness across platforms; o Different design skills, content management and manipulation; 5

6 o Digitisation of archived content in order to make it suitable for new/multiple platforms; o Differences in IP protection and management. Senior leadership o Strategic leadership for senior executives and owner managers o Workforce development and planning o Funding models and sources of finance o Entrepreneurial approach to growth Middle management o Training for middle managers to release senior management time o Project management Future managers Business management skills for freelancers and micro businesses Business skills priorities Sales; o Pitching, negotiation; Marketing; o e-marketing, international markets, social media, market research; Research; o As a skill set rather than a stepping stone; Multi-skilling; o General and technical. Technical skills priorities Multi camera direction; Broadcast engineering; o New skills, not just people in a TV centre; Dubbing editors; Archiving; o Library and digitisation; High level crafts; o Riggers, electricians and lighting; Training preferences Immersive learning preferred overall, brings value by being based in the real world: 6

7 o On the job coaching; o Placements/secondments; o Including reverse placements whereby an expert comes into the business for a few weeks; o Mentoring with professionals and experts; o Opportunity to be challenged and / or bounce ideas; o Exposure to new techniques, software, ways of working, experimentation - knowledge transfer; Key challenge with this type of training, particularly where free, is the opportunity cost of the time consumed by both those giving and receiving training; Well balanced blended learning is valued; Traditional classroom delivery perceived as old fashioned; o However, when it involves group work, networking and discussion is more popular; o Including an element of practical application is important, particularly for technical training; Important to recognise individual learning styles; Key challenge with type of training is related to distance and cost, in addition to opportunity cost; Private providers preferred overall; o Flexibility in course design and delivery methods; o Use of industry experts; o Not necessarily based in Wales; FE and HE have a very small role; o Apprenticeships and Knowledge Transfer Partnerships only visible involvement; o HE influence ends at degree/masters, which are entry points rather training and development. Qualifications and accreditation More valuable for the individual than for employers; Valued by freelancers/micro businesses as a quality mark; Preference for training to be effective than for there to be a qualification. 7

8 Geographical issues for North Wales Skills issues generally the same as the South; Distance is an issue: o Manchester sometimes better than Cardiff in terms of a training location; o Can be a time lag in training reaching the North; Shortage of freelancers in the North: o Cannot rely on this as a staffing option due to fluctuations in demand; Retention: o Draw is split by Cardiff, Manchester and London. Welsh language issues Management training is often preferred in Welsh because of the element of personal interaction; Technical training need not be in Welsh and is often easier in English due to technical terminology; Business Welsh required for business operations; Editorial functions require strong Welsh skills: o Reviewing and developing content, both written and spoken. E.g. for sound engineers, copy editors; Multi camera directing: o Shortage of these skills for direction of Welsh language productions as well as English. 8

9 Emerging recommendations Key issues Most skills needs are a function of companies / individual workers seeking to become more commercial. Employers need companies which are more: o Successful; o Profitable; o Sustainable; o Competitive; o Innovative; Individual workers also need to monetise their efforts more effectively and have a clearer view of the routes to market; Training should be demand led and where possible the delivery should be industry led; Some new courses / mechanisms needed but also should take advantage of what is already on offer in Wales and elsewhere; Improved advertising required for courses to raise awareness. Reminder of main training needs Multiplatform; Business skills; Entrepreneurship; Technical/craft; Welsh language; Multiplatform Multiplatform training needs: o Overall understanding how to monetise content in a multiplatform world concrete examples; o Legal/business affairs i.e. rights management strategy; o Commercial (e.g. new business models); o Creative (e.g. innovation/visualising skills); o Technical (IT, design editorial); o Researching options for exploitation. Business skills Business skills training needs: o Negotiating; o Networking (including international); 9

10 o o o o o Working in a commercial environment (for new entrants); Improving skills in self-presentation, how to get hired, where are the opportunities? (for freelancers); Sales/Marketing; Project management; Multi-skilling; Entrepreneurship skills Entrepreneurship skills training needs: o Company sustainability and growth (building assets, realising asset values/strategic exit planning); o New business models (all sectors); o Reaching audiences in new markets (film, television, music); o Networking (including international); Best delivered in high level courses and mentorship. Technical/craft skills Technical/craft skills training needs include: o Multi-camera directing; o Dubbing editors; o High level craft grades (grips, riggers, sparks, HOD make up and costume, art department, lighting, production coordinators); o CGI; Broadly speaking freelance issues for film and television industry. Welsh language skills A complex and multifaceted issue including: Welsh language skills training needs in: o Formalised business Welsh; o Editorial content; o Some technical disciplines (e.g. tape editing for Welsh content); Split between a concern over: o Compliance; o Application of technical skill in Welsh (often learnt in English). Suggested delivery mechanisms Summary of 10 ideas for training delivery: 1. In-house/in-situ training; 10

11 2. Continuous external mentorship; 3. Bursaries for travel to courses; 4. Apprenticeships; 5. Creating new courses; 6. Reaction Fund ; 7. Industry backed tender applications; 8. Access to international; 9. Markets; 10. Signature event; 11. The Research Centre hub model. In-house/in-situ training Allowing candidates to be trained within the company by company executives, or by experts working co-working on the job. Freeing time for self-directed learning/experimentation is also important. Also desire for training projects to be real not theoretical and conducted in a commercial environment. As such, the option to be immersed in another organisation is also popular. Continuous External Mentorship Particularly for owner managers to grow companies and for high level project advice. There is also value in mentors being from other related industries, particularly those which have experience rapid change and can advise on coping with this. Bursaries for travel in Wales and outside of Wales Many good courses identified as existing already, assistance in participation and travel. This should be alongside a policy of bringing training providers to West Wales, the Valleys, and North West Wales where possible. Creating new courses As needs be where course do not already exist, particularly true in craft, technical areas and Welsh language. Sometimes this can about extending or modifying the delivery of existing courses, rather than creating new ones. Apprenticeships Strong desire for new entrants and existing talent (particularly within independent television), Creative Skillset Cymru s own programme identified as desirable. However, time constraints for some companies in terms of Apprentice management. Reaction Fund Allow companies to bid into ring fenced funding for in-house training needs as they arise, where not currently catered for and where speed of delivery is needed. Industry Backed Tender Applications 11

12 Require any trainer (public or private) to get a number of industry approvals for proposed scheme as part of selection process. Schemes would not be restricted to those companies but would ensure high degree of industry relevance. Access to International Markets International travel essential for digital media content makers, advice on which ones and financial support needed. Signature event A high level ambitious signature event for Wales on multiplatform issues. Emphasis on how to create profit and re-invent business models, solid case study examples from professionals who have done it, suggested international element. Location of the event needs to be appropriate. TRC Model Create regional hub for multi platform and digital issues. Based on Glasgow TRC/C4 model. Factors to do with location are considered again. 12

13 Emerging priorities for 2011 Multiplatform: o In the various guises described, centrally covering monetisation of IP and options for further exploitation; Management and leadership: o Covering business skills, entrepreneurship, middle and senior management to varying degrees; Technical skills: o Multi-camera, sound dubbing important and urgent, other high end craft skills important in the long term; Engaging with BBC Drama Village. Emerging methods of addressing skills priorities in 2011: Training should be about doing ; In-house/in-situ training; o Generally preferred as providing contextual learning; Mentoring; o Delivered by experts in the field; Interactive courses and classes; o When delivered in combination with individual learning and one-to-one mentoring or tutoring; o Networking opportunities are valuable. 13

14 Next Steps Complete remaining interviews and deliver final report for this stage; Use outputs of this stage to develop questionnaire for quantitative field work; Survey live across the summer; Further in-depth consultation in the autumn; Review of cross cutting themes; Overarching report delivered in November. 14