• by Michael Ferdman , November 10, 2008

Over the last decade, I have been fascinated by this industry because it continues to evolve and reinvent itself. I have watched skill sets change and titles become a bit more defined, but one vital aspect remains constant when building a successful digital shop--your accomplishments and longevity are directly related, above all else, to the talent you hire and retain.

It has always been clear to me that if you have just a few talented people who are willing to work together, the projects will not only flow, but good work will multiply and create the magnetism that attracts other gifted individuals to join your firm. So the logical questions are: What types of skills do these people possess? Where do you find them? And then how do you keep them (the right ones) for as long as possible?

Digital and "Traditional" Talent

Perhaps the most interesting part of working in the digital space is the way this industry combines several disciplines to form something fairly new. Much of what we create can be compared to the products of the software engineering world. Because great software must accommodate a wide range of people and interactivity, we need to test everything we build and analyze how it functions under a variety of conditions, from both a usability and QA standpoint. Unfortunately, we find that QA and testing are usually the first things slashed due to aggressive timelines--a common obstacle in software engineering as well.

But the real hurdle is finding talent that can perform under challenging conditions, yet still remain passionate about the work they are creating.

On the other side of the spectrum we have more of the traditional broadcast arena, where live action content and motion graphics come into play. Traditionally, these pieces are linear--for example, a 30-second TV spot or animated short. But today we find ourselves shooting video footage, which we then try to make interactive so we can deploy it over the Web (or other places). On the CG front, we are modeling environments and products and then creating sequences of animation that will ultimately need to be interactive as well.

Because we have fused these two worlds we need to find talent that can adapt to new and emerging technology, but also maintain the importance of a great idea. It isn't easy to find people that can balance learning new tools while coming up with fresh concepts and creative solutions for your clients' business problems and goals.

Lame Dogs Who Spread Gloom (thank you, Mr. Ogilvy)

One common trait of just about every person we like to employ is the desire to work as a team. Our firm is at its best when we have individuals who are talented and creative, but also believe in true collaboration. In this kind of cohesive environment, the key factor is the team, while personal ego takes a back seat and each individual strives to make their teammates that much better.

Strong candidates for these positions can be discovered in many different places. We often find people through paid internships and give them the opportunity to learn and grow with us right off the bat. Our "farm system" is a core part of how we find our team members. We rarely use headhunters, as we much prefer to commit our resources to obtaining visas for artists and developers that contact us outside of the U.S.

While it is extremely important to retain the great talent you work hard to find, it is equally imperative to realize when you have made a mistake or if someone is just not working out. The negative effects of keeping someone on board when you know it isn't going to work out--or if they just can't meet the standards you have set--can be detrimental. The "culture" and fabric of the workplace is a fragile thing, especially with a small or mid-size company.

Great talent carries great companies. A company that cultivates teamwork and supports people who respect one another, share knowledge and truly care about the work they produce is a company with endless opportunities in this industry.