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capacity to adapt: having a broader skill base isn’t simply about meeting the needs of today’s jobs. Rather, these skills equip jobseekers and incumbent employees for the future, enabling them to navigate a dynamic landscape of accelerating change: job losses, job changes, and job creation. Raising one’s level of academic attainment is the most familiar of such adaptation. By securing targeted training, and by seeking out hybrid jobs - such as those that require a mix of technical and marketing skills or that combine computer science and business skills - one can command salary premiums without an advanced degree. Multiple studies cite the development of social and emotional skills, creativity, and high-level cognitive skills as a powerful accelerator of adaptability. Employers prize these skills but often have great difficulty finding them in the workplace. Recent research suggests that rather than declining in importance, these skills are likely to become even more essential, both for jobseekers and incumbent employees and for the success of their workplaces. Further research suggests that those who can combine skills such as empathy, cooperation, and negotiation with mathematical and analytic skills will thrive in an economy that increasingly relies on both. Thriving in the new normal Incumbent employees and jobseekers who possess the new digital skills will thrive in a digital economy - whether in digital roles like software development or in the broad array of work of the global economy, which is increasingly enabled by technology and data. These new digital skills are valuable to the individual at all levels of a career and make employees more adaptable to future digital disruption by giving them the edge to acquire new skills and, thereby, adapt. However, for the modern day employee to develop and perfect these skills, they need to know that these skills are in fact valued and often required. Otherwise, people will forgo opportunities to build them, or will neglect to communicate their competence or proficiency to employers, losing out on valuable career advancement opportunities. Jobseekers and incumbent workers can and must take action, but leaders within education and industry have the greatest opportunity to effect change that is informed by, and responsive to, these findings. The growth and magnitude of recent demand for these skills indicates that they are already of considerable importance to enterprise. Given the supply-demand mismatch for these novel digital skills, those employers with strong representation of these skills in their workforces may find themselves at a significant advantage. That is not only because these capabilities are themselves key to 21st century work, but also because they position organizations well for the future. Just as these skills make people more adaptable to future digital and sectoral disruptions, they can do the same for employers. Irene Mbonge is the Group Head, Corporate Communication & Public Affairs at CPF Group. You can commune with her on this or related issues via mail at: Mbonge. [email protected]. Our products include: Marketing Audit Marketing Strategy Product Marketing Reputation Marketing Brand Marketing Digital Marketing Event Marketing Online Campaigns Event Organising Marketing Consultation Marketing Training Customer Service Training Media Buying (online and offline) CONTACT US (254) 737 830145 Nairobi, Kenya [email protected] www.ardymarketing.com FOR ALL YOUR MARKETING NEEDS