Gartner Research

Leading the Next-Generation Workforce: A Marketing Perspective

Published: 12 March 2019

ID: G00706270

Analyst(s): Marketing Research Team


To lead the future workforce, marketing leaders must monitor key trends that impact the workforce, manage critical skills to support digital transformation, attract and retain key talent segments to gain competitive advantage and adapt leadership style to meet the workforce’s evolving needs.

Table Of Contents


Key Findings



Monitor Key Trends That Will Impact Your Workforce

Scan the External and the Internal Environment

Maximize Organizational Collaboration

Manage Current and Emerging Critical Skills to Succeed in the Future

Identify and Address Competency Gaps

Prioritize Digital Dexterity Over Technological Know-How

Advance Social-Creative Skills, Not Just Technical Skills

Attract, Engage and Retain Key Talent Segments

Help Candidates Make Better Career Decisions

Make Inclusion and Diversity Integral to the Team

Create a Compelling Employee Experience

Adapt Leadership Style and Work Structure to Meet Evolving Needs

Embrace an Enterprise Leadership Approach

Apply Connector Manager Principles for Effective Coaching

Table 1: 6 Key Principles for Developing and Supporting Connector Managers

Organize for Agility

Table 2: 4 Key Components of Workforce Agility

Strengthen Organizational Culture to Manage the Next-Generation Workforce

Essential Reading


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