Business
Hard Skills Can Be Trained in Advertising, Says Rodolfo Araújo
MOVI's commercial director highlights the importance of resilience and curiosity when hiring media teams.
Speaking on Marketing - The Podcast, Rodolfo Thomé Araújo discusses the critical role of soft skills in advertising industry hiring. Araújo explains why technical tools can be taught on the job, while resilience, accountability, and curiosity set entry-level talent apart.
Behavioral Competencies and Technical Training
In a conversation with Bruno Gimenes on Marketing - The Podcast, Rodolfo Thomé Araújo, commercial director at MOVI, discussed the decisive behavioral criteria in selecting and developing teams within the advertising industry. Araújo points out that, given the fast-paced and demanding nature of the media sector, mastery of operational tools takes a backseat to a candidate's personal mindset at the start of their career.
For Araújo, the specific technical skills required for media operations can be cultivated in the day-to-day workflow, provided the professional demonstrates adaptability and a practical commitment to delivery. In the video above, which also covers other facets of out-of-home media and the sales ecosystem, the discussion details hiring dynamics and the daily challenges faced by sales and planning professionals.
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"The specific technical part, the hard skills, can be trained. 'Oh, I don't know how to use this software, I don't know how to evaluate a plan'—all of that is trainable. But being resilient—I'm not big on talking about commitment, but I think a person has to be truly engaged and accountable," explains Araújo.
Curiosity and Gen Z Adaptation
When evaluating incoming younger talent, Araújo highlights that Generation Z professionals possess a natural ease with accessing and navigating large volumes of data. However, the ultimate workplace test lies in their ability to process these inputs and convert them into actionable business deliverables.
"Being resilient, being curious—I think Gen Z has a very distinctive trait of curiosity, with massive amounts of data at their fingertips thanks to the internet. But the real challenge is synthesizing that volume of information and turning it into something tangible," says Araújo. While hiring for senior roles prioritizes fine-tuning existing background and expertise, the process for junior positions focuses on the capacity to navigate the unexpected and absorb continuous training.
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