Training and independence key to being top employer

Profero Digital Marketing was founded in 1998 by Daryl and Wayne Arnold to harness the opportunities offered by the expansion of the Internet. They believed that digital marketing would change the way consumers behave forever. Since 1998, they have produced over 4,000 campaigns for clients including Mini, COI and Channel 4, and the company has expanded into Europe, Asia and Australia.

The agency has always attributed its success to its employees, and its approach to recruitment, training and development won it the Pathfinders Media Employer of the Year Award in 2005.

Its 200 employees are encouraged to work according to Proferoís brand strategy, which is based on boundless creativity. Always working as a team, the companyís employees are motivated to think differently, and ideas can be generated by anyone at any level in the company at any time; creative thinking is not confined to formal brainstorm situations.

Profero was ideal for the award, which focuses on a companyís commitment to training and development and includes employee testimonials as part of the judging process. Profero is an investor in people and uses unique strategies to motivate and retain its staff including regular presentations from inspirational speakers, such as public artist Martin Firrell which brings creative diversity into the agency. Training is also key and information about any new training opportunity is uploaded onto an intranet, so that each team member can log their interest.

Anamika Kohli, now Senior Account Executive, joined Profero in 2004. ìProfero has a great social atmosphere, with employees encouraged to spend time together out of the office,î she says. ìSenior management is always eager to hear our opinions and no matter what level youíre at, your voice is still heard. Weíre encouraged to think differently about everything we do and new ideas are frequently implemented as a result of feedback from the team and it feels really good to contribute in that way.î

The company often involves all staff in major client pitches and decisions which helps to motivate and develop their careers and experience. From having input into the companyís bar redesign to offering ideas that helped to win major new business clients such as Channel 4, everyone can contribute to the companyís success. On winning the prestigious Channel 4 client, the employees were tasked with creating a documentary to celebrate the win.

This inclusive approach was key to Profero winning the 2005 Pathfinders Media Employer of the Year Award, believes Sue McLelland, Pathfinders Divisional Leader: ìThe media industry is the top career choice for graduates, but many companies are failing to provide clear training and development opportunities for first jobbers. Our research shows that 91% of graduates place career development before money as the top priority when selecting a job. Profereo has proved its commitment to employee training and development and has certainly met this need.î

The award has enhanced Proferoís external and internal relations as well, says People Director Tina Brazil, ìWinning the Pathfinders award has enhanced our reputation in the industry, with existing and prospective clients but most importantly with our staff. The accolade was a real morale booster and we still strive to maintain a work environment that attracts and retains passionate individuals who are critical to our success.î