BMJ’s Talent Bank scheme
"Being a part of this project re-energised me. It made me reevaluate my career progression and reminded me how much I enjoy external interaction and promotional activities. And it ultimately helped me get the role I'm in now."
BMJ’s Talent Bank scheme is designed to find and share knowledge across the company through projects posted and applied to by employees. These collaborations between departments at BMJ develop employee skills, support career development and allow new ideas to flourish, which adhere to BMJ’s value of ‘taking pride in our people.’
Jayne Burton (right) works in BMJ’s Consumer Marketing team as Marketing Manager for Education. As part of the Talent Bank scheme, Jayne recruited Elin Goodwin, Deputy Product Manager for BMJ Best Practice and BMJ Clinical Evidence in the Clinical Decision Support – Evidence & Analytics department, to work with her on The BMJ’s website rebranding and launch.
Jayne, what prompted you to look for someone outside of The BMJ marketing department?
BMJ’s flagship title, The BMJ, was undergoing a website and branding relaunch. It was a major project and I needed some help with tactical implementation. It could have been someone from within Marketing, but as it happened I had applications from different departments. This was so beneficial – as Elin’s fabulous skill set would have otherwise been undiscovered! Her project management skills, keen eye for design, and strong focus on customer messaging meant she was an absolute asset for this project.
What was the project?
The relaunch project involved planning, creating, and implementing marketing communications to the complete spectrum of current and potential customers. There were over 100 tactical actions required, across a variety of marketing channels, including the creation of a complete set of new print and online adverts, copywriting, social media promotions, and liaising with external designers, Tech, and Editorial teams to turn everything around by the deadline.
Elin, what interested you in Marketing?
I studied cultural and media studies with a focus on creative writing and marketing, and my previous roles included being a promotional producer for Turner Broadcasting (Cartoon Network) and Scottish television (STV) so I come from a media marketing background. It’s something I enjoy working with and I’m eager to keep my skills fresh. This opportunity not only allowed me to do this, but also gave me an amazing insight to The BMJ, a product I had never worked on before, and the journal department, which I knew very little about.
Is it very different to your current role?
Since this scheme I have changed roles, but my previous role was very internally focused on our editorial tools and operations with no external promotional or marketing aspects, so when this opportunity came up I jumped on it!
Has it influenced your role now as opposed to before?
Being a part of this project re-energised me. It made me reevaluate my career progression and reminded me how much I enjoy external interaction and promotional activities. And it ultimately helped me get the role I’m in now.
What did you most enjoy about the Talent Bank scheme?
Getting the opportunity to learn more about The BMJ, meeting all the great people who work down in Journals (Jayne in particular), getting the amazing insight into BMJ’s marketing processes, and reminding myself of the skills I already have but learning lots of new skills too. Jayne is the main reason this scheme was a success. She was supportive and eager for me to get as much out of this scheme as possible, and remained positive and helpful throughout the project even though it was a very stressful and busy time.