The ING Academy
When I founded ING in 1999, the role of formal communications advisor in the built environment was a niche specialism. There were a few boutique agencies who were pioneers in the sector, but the role of the in-house expert was almost non-existent.
Property developers and housebuilders largely relied on advertising as their marketing platform and architects, engineers and the ‘professions’ were taking their first steps into this world as they weren’t legally able to sell their services before the 1980s.
Over the last 20 years, we have witnessed extraordinary growth in this sector. It is now commonplace for companies operating in the built environment to have in-house communications departments. Even the smallest understand that they need outside communications support.
However, supply has not met growth in demand. Few graduates understand the huge array of opportunities in the sector and attracting new talent is a considerable challenge.
Time and time again, ING has been asked: ‘Who do you know who can join our team?’ Often when a new person joins an in-house team, they are one of only a few people who understand communications but may not understand the sometimes alienating ‘language’ and nuances of our sector. Or they are young built environment professionals who have moved sideways into a comms role without communications training. The follow-up question for both is inevitably: ‘Can our communications person shadow your team for a while so they can learn the ropes?’
Over the years, we have often mulled over the idea of a ‘school’ for potential recruits and for the outsiders who join our world.
And so that is how the ING Academy was born. Our aim is to provide people in our sector with a fast-track programme that will aid them in the many different and varied challenges they will face in this fascinating and growing sector.
As today marks the end of our very first three-day Academy session, the feedback from our participants indicates that we have fulfilled that objective.
We will be announcing new dates for a Summer session next week. Please contact me if you would like to see a course outline. #pr #communications #builtenvironment #INGacademy @ingmedia
Partner, Planning Resolution Ltd
5 年What a great initiative and wishing you every success - guaranteed.
Copywriter, Creative, Tutor and Screenwriter.
5 年Thought of calling it LinkedING?
Congratulations Leanne Tritton and to everyone at ING Media. This is a commendable initiative for the oldest yet considerably the most essential pillar of marketing and communications. If “Above-the-Line” advertising had an expiration date; I think we will not see it in PR, publicity, media relations (however we want to call it!)
Deputy Director Land Use Policy at Department for Environment, Food and Rural Affairs
5 年Oh very cool! Would love to talk more about this.
Global Design Curation DIrector, JLL Design
5 年Great leaders foster great initiatives. It was a fantastic experience to be one of the first alumni of the ing. academy. I believe it will grow the sector while it enables the individuals in the comms team to become their best selves. Well done Leanne and all at ing.?