Automation Will Change Your Job But That's Not A Bad Thing

Around 1.5 million jobs in England are at high risk of some of their work duties being automated in the future, Office for National Statistics (ONS) has revealed.

The ONS has analysed 20 million peoples’ jobs in England in 2017 and found an overall 7.4% are at high risk of automation.

Automation involves using technology to carry out tasks currently done by workers. This could be through robotics, computer programs or algorithms.

Since the introduction of self-checkouts in supermarkets, there has long been fear that automation will ‘take all of our jobs’.

Many people believe automation will not replace workers but instead remove repetitive tasks that people don't enjoy anyway. Thus improving worker experience and job satisfaction, which is likely to also improve customer experience.

It is important to note that the proportion of jobs at high risk of automation decreased slightly between 2011 and 2017, from 8.1% to 7.4%, while the proportion of jobs at low and medium risk of automation has risen. This may reflect socio-economic changes and may also be due to the fact some roles have already been automated.

What automation means for marketing jobs

There’s not so much worry about being replaced with tech. Is there? We love to implement MarTech into our processes because let’s face it - it is more efficient.

In the marketing and PR space, marketing associate professionals are at the highest risk of losing out to automation, at 42.57%. (Is it really losing out though?)

Advertising accounts managers and creative directors are the safest roles, with only 25.26% of jobs at risk from automation.

Whereas 27.67% of marketing and sales directors are at risk, and 26.07% of advertising and public relations professionals.

Contrary to common headlines, this doesn't have to be a bad thing, especially when you're in the digital space. A 2018 report from Demand Gen found 91% of marketing automation users say that it’s “very important” to their overall online marketing efforts.

But that doesn’t mean that automation should be used for everything. People are at the core of marketing.  And actually, it's never been more important to get rid of the obvious automation stuff (like automatic Twitter DMs!), especially with the rise of influencer marketing.

That's because you’re marketing to people, via people. This is true in both B2B and B2C. Building genuine relationships, be it with journalists, influencers or your target audience, is critical in success.

This is the same across industries, not just marketing.

Who else gets frustrated when the self checkout bagging area starts malfunctioning?

Or when you just want to speak to a human on the other end of the phone, but there is no button to press with that option?

Personally, I'd even prefer to go to up to the bar and queue than use an app to order drinks.

Still, even when people do embrace automation, let’s remember it's not causing extensive job losses but instead, changes. Robots are not taking over - tech is just reducing repetitive tasks.

A good balance must be found between automation and humans to ensure that the solution does not become the problem.

Take chatbots:  although smart assistants provide a novel way for customers to engage, they can just as easily harm customer experience.

Decision makers must not undervalue the power of a human in problem resolution.  Chatbots often just act as a middle man to answer FAQs, while freeing up employees for more complex queries.

At Radial Path, we use automation to enhance our capabilities. Technology is constantly evolving, and so are the markets. So it makes sense that we would too. Things have never had to be more personable and human - so one person’s tasks are automated, they can move on to other things that support overall end goals.

Of course, your age, sex, and geographical location are important factors too.

Analysis shows that 70.2% of the roles at high risk are currently held by women. And people aged 20 to 24 years are most likely to be affected by automation when compared with other age groups.

Many jobs are likely to be affected by automation: that is the sheer nature of the world we live in. Technological advances are vast and it makes little sense to continue using processes that are longer efficient.

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