Brands must update their talent acquisition strategies, says CAB Studios

- Leadership - Jul 06, 2017

CAB Studios, a strategic brand, marketing, and digital consultancy, has claimed that creativity is often overlooked by businesses seeking out the next generation of talent, and that creative education should not only be regarded more highly, but should be mandatory. The views are outlined in its white paper, Power to the Customer, which explores how brands must evolve in the customer age and how the industry can keep pace.

The white paper highlights the link between delivering the highest levels of digital, physical, and emotional experiences to customers and securing the best talent to enable that. In a broader sense, it also examines how brands keep failing to understand the ever-evolving relationship they have with their target audience, and celebrates those that get the balance right.

W Hotels, Lush Cosmetics, and Argos have all been championed by CAB for being disruptive, memorable, engaging, and personalised in their approach to the customer experience. Industry experts – such as Paul Armstrong, Founder of HereForth, and Nick Wyatt, Head of Content at Digital Donut – also cited Reuters and BabyCentre respectively as brands that recognise the power of their customers.


Other topics explored in the white paper include the role of Big Data in Cx, mastering omnichannel, lifecycle marketing, and the future of agencies. Power to the Customer concludes with CAB’s Manifesto for Change, in which it calls on organisations to stop imposing rules on minimum qualifications when seeking out creative talent.

Ben Wood, Executive Creative Director at CAB Studios commented. “Of course, education and training are important, but creativity isn’t bestowed on someone based on qualifications. We know that recruiting from a diverse talent pool has benefitted us hugely; we have people on our team who run their own businesses, or have come from management positions in retail, the important thing is shared values and ways of thinking that deliver something unique to our clients.

“Ultimately great people are the ones that create memorable and engaging customer experiences, so businesses that take a narrow approach to recruitment will fall behind in the increasingly competitive customer age.”

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