06Jun

When the pandemic forced the shutdown of businesses across much of the world, one of the sectors that adapted quickly was finance.

In a detailed forward-looking article, Deloitte applauded banking’s response calling it “notable… Banks effectively deployed technology and demonstrated unprecedented agility and resilience.” Looking ahead, the report says now is the time for the industry to institutionalize what it learned about engaging customers, digital transformation, finance and talent, among others.

While COVID impacted so many areas of the global economy and work, perhaps the most highly visible is in workforce management.

“Banking leaders around the world have faced an array of challenges on the talent front, from shifting to a remote, distributed workforce to finding ways to keep employees engaged and productivity high,” says the report written by two of Deloitte’s most senior leaders in its Banking & Capital Markets practice: Mark Shilling, a vice chairman, and Anna Celbner, vice chairman of Deloitte UK.

A majority of banks adopted flexible schedules and focused on employee safety and well-being. However, the economic fallout also led many to implement layoffs, furloughs and voluntary time off. Further “hard decisions on optimal talent models” may need to be made in 2021, the writers acknowledge.

But as uncertainties continue, “Bank leaders should continue to proactively recognize employee concerns, be sensitive to their personal/family needs, and prioritize physical and psychological health efforts that can also help maintain employee productivity.”

To improve retention and engage workers, especially the many that work, and may continue to work remotely, banks must “transform their talent strategies to enable employees to learn better, faster, and more frequently.”

Teaming needs to change to “facilitate flexible, self-organizing teams that come together for a common purpose,” the authors write. “Boosting productivity, creativity, and collaboration should be the ultimate goals.”

The lengthy report addresses multiple other areas of banking operations, suggesting how the industry can build on the lessons of the last year, as well as proposing ways to manage the uncertainties ahead. Resilience, a recurring theme throughout the article, is the overall message.

Acknowledging that, “Uncertainty about the effects of the pandemic will likely remain for the foreseeable future,” Shilling and Celbner, say “This should not prevent bank leaders from reimagining the future and making bold bets.

“They should institutionalize the lessons from the pandemic and build a new playbook by strengthening resilience now and accelerating the transformation in the post-pandemic world.”

Photo by Sharon McCutcheon

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Influencer is the Hottest New Marketing Career (Sample)

When the pandemic hit and Americans hunkered down, spending on essentials and entertainment, but on little else, brands naturally cut their marketing budgets.

One area that survived was social media influencers. After dipping slightly at the outset of the quarantine, social influencer spending quickly returned to pre-COVID levels. Meanwhile, other advertising, including digital, continued to decline so much that 7-in-10 CMOs have seen an average 19% cut in their marketing budgets.

From an almost accidental niche specialty, influencer marketing has become a big part of digital marketing. Spending on social influence was estimated to hit $9.7 billion this year.

Marketers report that for every $1 they spend on social influence they earn an average media value of $5.78. No surprise then that influencer jobs have become one of the hottest new marketing careers. By virtue of the relationship they’ve established with their audience, social media influencers can introduce their followers to a new brand, or boost an established brand’s sales simply by posting about them.

Until recently, influencers didn’t see what for many began as a hobby as a career. They wrote blogs, posted videos and images to YouTube and Instagram channels and otherwise produced content about what most interested them. As they gained followers, they gained influence and companies noticed.

Kylie Jenner, with 164 million Instagram followers, can drive huge sales for her cosmetics line and for other products she promotes. So effective is her influence that companies pay her hundreds of thousands, even up to a million to post about their products.

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Predicting a Boom Year for Hedge Funds

What can the alternative assets industry, and specifically hedge funds, look forward to this year?

Don Steinbrugge has a few ideas. One that will especially please fund managers is his prediction that “Hedge fund industry assets will reach an all-time high in 2021 driven by one of the largest positive net inflows into the hedge fund industry in over a decade.”

Among his less pleasing predictions is the one that the “1 and 15” fee structure will become the norm for large institutional investors. Many already have negotiated that structure. Now, even as smaller investors may have a 1.5 and 20 fee, bigger investors will expect and receive lower fees.

hedge funds

In all, Steinbrugge, the founder and CEO of Agecroft Partners, a global hedge fund consulting and marketing firm, makes 10 predictions in his article for Opalesque. For the industry as a whole, his prediction about the growth of assets under management is the most positive.

“The growth in hedge fund industry AUM will largely come from institutional investors allocating away from low yielding fixed income investments to hedge fund strategies with higher expected returns, as well as strategies that are uncorrelated to the performance of the capital markets,” he says.

That growth brings with it an increase in manager search activity. “We expect 2021 search activity to be the most robust in years driven by positive flows, pent up demand and reallocations stemming from a broad dispersion of returns.”

That search activity will be accompanies by a focus on environmental, social and governance (ESG) and diversity of the manager workforce.

“Diversity of their workforce is becoming part of the manager research and due diligence process for many institutional investors,” Steinbrugge writes. “We believe this is just the beginning of a very strong trend. Hedge fund managers will be well-served to proactively embrace diversity as a critical path to their long term success.

Also of key importance, he says, will be application of ESG principles. “The global movements in support of social justice will be the catalyst; pension funds, endowments foundations and sovereign wealth funds that make up approximately 48% of hedge fund industry assets are making their voices heard on these issues,” Steinbrugge says.

His other predictions cover the continuation of remote work and virtual meetings, a blurring of hedge funds and private equity with the two increasingly converging, increased regulatory oversight, and a greater demand for long-short equity managers.

Photo by Tech Daily | Photo by Tuesday Temptation

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