Well, it’s not exactly proof that my earlier prediction that twinternships will take the business world by storm has come true (…yet), but today in the AdAge 3-Minute Video below, BBDO Worldwide CEO Andrew Robertson discusses a very similar trend happening at the worldwide ad agency: reverse apprenticeships.
Earlier this week, I mentioned how Pizza Hut’s search for a social media intern (a.k.a. the previously mentioned “twintern”) represents the opportunity for the chain to learn about social media from those who know the digital world best. As we see here, it looks like BBDO recognizes that opportunity as well.
Robertson explains what he’s calling a “reverse apprenticeship” as exactly that: a flip from the typical way we think about mentoring programs or internships. As BBDO strives to stay competitive in an increasingly digital world and looks for “ways in which digital can enhance the programs we offer,” executives are turning to its younger workers to pass on their digital expertise to the rest of the company.
The reverse apprenticeship, it seems, isn’t so much a program as it is an attitude – the acceptance that younger workers have something to teach more seasoned employees (and consequently deserve recognition).
I like what BBDO’s doing here – and I’m not even just referring to how the agency is making purposeful strides toward a culture that embraces social media, but to the bigger implications of the reverse apprencticeship…That is, the idea of recognizing employee strengths (an issue Peter Bregman recently addressed in this Harvard Business blog post), and leveraging those strengths to teach - and learn from – one another. Seems like a win-win situation to me. Am I wrong?Related