Explore. Inspire
Informes 23 Feb 2021

Talent Trends 2021


Science fiction has often tried to help us predict what certain aspects of life will be like in a distant tomorrow. When describing work in the future, it has always included psychedelic buildings with levitating elevators, robots, or hyper-speed rotating doors. What science fiction could never have imagined is a future of workers making Zoom calls while being unable to get their microphones to work, stuck with unwanted filters making their faces look like a cat’s and their children screaming “The Imperial March” from Star Wars into their ears. Until only recently, the future of work was characterized by the encroaching envelopment of artificial intelligence (AI) and automation. In today’s world, the disruption brought by COVID-19 is also helping to our future.

LLYC has identified two major lines of transformation in 2021 that will affect the company-talent relationship. The first is tied to the disruption caused by the pandemic and will affect the way teams work together and are managed. Issues related to working from home will gain significant importance in this regard. These include desynchronization (from where to when); the creation of hybrid face-to-face/online models, in which personal life is even more essential; a need to review managers’ leadership and management skills; the development of collective innovation models; and the prioritization of mental health in talent.

The second line is much longer-term but has also been accelerated by the current situation. It centers on the transformation of the relationship between companies and their talent. Phenomena such as the growing surge of activism among employees will be joined by a need to rethink the stages that traditionally comprised career models. Alongside this is the importance of senior talent, with an aging population having to withstand the constant pressure to reskill and upskill – something that is only increasing with the development of exponential technologies.

David González Natal
Partner and Senior Director of Engagement at LLYC
David González Natal has made constant progress since his career began at LLYC in 2014, holding positions of responsibility in which he has demonstrated his talent in his management of work groups and customers. He is presently senior director and global leader of the department, where he coordinates eight markets: Spain, Portugal, Colombia, Argentina, Mexico, Peru, Brazil and Panama. He has overseen flagship projects of Coca-Cola, Campofrío, Telefónica, BBVA, Multiópticas and Gonvarri that were chosen for over 70 domestic and international awards for communication, creativity and marketing. He holds a degree in journalism from the Complutense University of Madrid and he completed the Global CCO program of ESADE. He has professional experience in the media, working at El Mundo and Cadena Ser. He is part of the Press department of Círculo de Bellas Artes of Madrid, and he is chief coordinator for the agency Actúa Comunicación. He also teaches storytelling and brand strategy at several universities and business schools, including Esade, IE and Carlos III.
Adélia Chagas
Senior Director LLYC Brasil
Adélia has been working with corporate communication for 16 years in the main segments of the economy in the public and private sectors. Senior Dircetor at LLYC Brasil, she has worked for 12 years in the Máquina group with accounts like: IRB, Xerox, BRMalls, Ambev, Zara, C&A, J&F, BTG Pactual, Microsoft. JHSF, Racional, Lemann, Abrinq and Smart Foundations. Adélia is Graduated in journalism from PUC-SP, with specialization in Corporate Communication from FGV-SP and an MBA in People and Management from the School of Business at PUC-Rio.
Francisco Pincheira
Senior Director at LLYC Chile
Francisco has more than 15 years of experience and has already worked for benchmark agencies and media in the sector, including Diario Financiero, and led communication departments at companies such as Transelec and Grupo CGE (GNF Chile), among others. Francisco is a journalist and holds a Degree in Social Communication from the University of Santiago. He also holds a Diploma in Public Governance and Management from the Alberto Hurtado University and a Master’s Degree in Strategic Communication from the Adolfo Ibáñez University.
Alejandra Aljure
Director of the Consumer Engagement area at LLYC in Colombia
Aljure is a social communicator with an emphasis in organizational communication and public relations from the Pontifical Xavierian University, along with a specialization in public policies and development from the University of los Andes. For three years, she led brand positioning and crisis management projects in the technology, air, retail, pharmaceutical, and food sectors at various communication consulting firms. Furthermore, she worked in the Corporate Affairs area of LATAM Airlines for three years. At LLYC, she has led projects with brands such as TigoUne, Maggi, Jerónimo Martins, Primax and TDT.
Jon Pérez Urbelz
Director of the Consumer Engagement area at LLYC in Ecuador
Perez earned a journalism degree from the University of Navarra and holds a master’s degree in political and institutional communications from the University of Navarra and George Washington University. He has more than 10 years of communications experience, mainly in the legal sector, where he worked in corporate, online, internal and crisis communications. He is also specialized in employer branding and employee engagement projects.
Hugo Valdez Padilla
Director of the Consumer Engagement area at LLYC in Mexico
Valdez has a degree in Communication Sciences from the Instituto Tecnológico y de Estudios Superiores de Monterrey and has taken courses of documentaries production at the University of la Havana, as well as marketing, advertising and public relations at the Universidad Pontificia Comillas. Valdez counts with 16 years of experience as a consultant in communication and building brands for more than 10 industries and 30 brands and recognized institutions such as AVON, Beam Global, Gatorade, Lilly-ICOS, the Ministry of Tourism of Quebec, Purina, Saks Fifth Ave., Whirlpool, Wilson Sports and Energizer for whom he won recognition by the IAB Mexico in the category of corporate social responsibility campaign. On the other hand, Valdez served as the Director of Public Relations for Vice Mexico and was the Marketing and Public Relations Director of Silent Circle in Latin America.
Marlene Gaspar
Director of the Consumer Engagement area at LLYC in Portugal
She has worked in several different business sectors including banking, distribution, the auto industry, retail, telecommunications, transport and services. She has over 15 years’ professional experience managing communication for brands within multinational advertising firms like Grey, Leo Burnett, Lintas and Young & Rubicam. She also set up a project to create local content: Lisbon South Bay, a blog dedicated to life on the south bank of the Tagus River. Marlene holds a degree in Public Relations and Advertising from the Instituto Superior Novas Profissões and a Postgraduate in Marking and International Business from INDEG-ISCTE.
Alejandro Martínez
Director of the Consumer Engagement and Digital areas at LLYC in Argentina
Martinez is an expert consultant in branding and digital strategies. He is a marketing graduate from the University of Business and Social Sciences with a certification in digital marketing from Digital House. He has worked with many multinational companies and directed more than 50 projects in marketing and advertising agencies. He has over 15 years of experience managing and developing strategies for corporate and mass consumption accounts, as well as leading branding and digital transformation projects. In 2013, Google awarded one of his projects for its success and, in 2017, he was involved in the development of an app that had a tremendous impact in Argentina (it was the most downloaded app of the week).
Aisha Hamud
Manager Engagement at LLYC Mexico
She began her career at LLYC more than 9 years ago as an intern where she perfected her skills in corporate, internal, marketing, health and consumer communications. Her experience is backed by the results obtained with clients in the health, consumer, entertainment and technology sectors with presence in Mexico and other countries around the world. Throughout her professional career, she has developed strategies and campaigns that have included engagement with different stakeholders. In addition to her work at LLYC, she teaches Public Relations at the Universidad Nacional Autónoma de México (UNAM).

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