[Employer’s Story] Discovering Talent Through Practical Experiences

In the realm of digital marketing, the key to success is not just technical skills and data analysis, but also the practical experience and enthusiasm from the talented individuals. Dan Cheung, the founder of the Asia Pacific Youth Development Foundation (AYF), is dedicated to nurturing a new generation of digital marketing professionals. He believes that academic qualifications should not be the sole criteria for companies when selecting talent, genuine value resides in practical skills and work enthusiasm.

While leading this volunteer-based non-profit organisation,  Dan continuously seeks innovative ways to identify talent. A notable example of this will be  AYF’s collaboration with CLAP@JC x Generation Digital Marketing Programme’s Live Project. He stated, “Participating in the Live Project not only brings fresh perspectives to the organisation but also helps uncover the potential of young people through practical application. Unlike typical commercial projects, marketing for non-profit organisations is more about touching people’s hearts. Through this collaboration, we have seen the passion and creativity of young people in their work, and they have also learned how to transform social issues into impactful content.”

Live Project: Helping Employers Redefine Talent

The Live Project is a unique hands-on initiative within the digital marketing programme, which is different from conventional classroom exercises. As an employer partner of the Live Project, Dan shared AYF’s ongoing marketing challenges with the learners: to develop a comprehensive digital marketing strategy, enhance brand awareness for AYF’s community education initiative, DGen, and attract young professionals to volunteer as career mentors.

Learners have the opportunity to apply their knowledge in a real business environment, from website content optimisation to social media planning, maximising benefits for the organisation. This approach allows Dan to observe the dedication and commitment of the young individuals while exploring new possibilities from their innovative perspectives. More importantly, this two-way interaction not only provides learners with a taste of marketing work of a non-profit organisation but also enables the organisation to see the enthusiasm of youth to innovate and contribute. Dan emphasises that the Live Project provides learners a rare opportunity for practical experience. “Unlike typical commercial organisations, we don’t have a specific product or service to promote. It is more important to convey the crucial social messages effectively.” He added that learners in the Live Project were not just completing tasks, but tackling real marketing challenges. They had to consider  how to use marketing strategies to transform social issues, such as  youth development, into impactful content. This comprehensive practical experience not only enriches students’ portfolios, but also cultivates their ability to think innovatively about social issues.

From Live Project to Employment: Uncovering True Talent

“Through the Live Project, we have discovered many promising talents,” Dan shared a success example. “Rex was originally a learner of the Digital Marketing Programme. When he participated in DGen’s Live Project, he demonstrated a mature mindset, innovative ideas, and a proactive attitude towards learning, along with a passion for social issues. These are the qualities we value most.”

As a non-profit organisation, AYF has different expectations for young talents compared to traditional corporations. Professional skills is not the only requirement; a willingness to learn and a passion for their work are equally important. Through the collaboration on the Live Project, Dan decided to invite Rex to become an intern in the DGen program,  allowing him to leverage his strengths in real project work.

This collaboration also brought valuable inspiration to AYF. “We value enthusiasm and creativity over academic background. The Live Project helps us better understand the traits of the new generation and develop a more effective talent development model. Apart from identifying more talents for the organisation,  it also serves as a great inspiration for youth development initiatives.”

Generation helps companies to find the right talent

In digital marketing, employers are increasingly focusing on practical experience and work attitude rather than solely on academic background. Through Live Project, young people accumulate hands-on experience and develop the ability to adapt what they have learned to various business needs, laying a solid foundation for their future careers.  For employers, this represents an opportunity to redefine the value of talent and discover truly suitable candidates. Generation is changing the way companies connect with talent, bringing new perspectives and possibilities to the future labor market.

 

For more information about the Digital Marketing program, please click here to learn more.