In a context in which small and large enterprises compete as equals on the Internet, having workers skilled in new technologies and design can make the difference between survival and failure.

Until recently, design and management of information and communication technologies were only within the reach of large companies. This companies have the financial capacity to hire the services of a design and communication agency or hire a person to be devoted exclusively to these tasks.

For small businesses, however, design and new technologies were out of their reach.

Currently, however, the internet offers an infinite range of free tools that turns the distance between companies in an issue of internal talent and not of economic capacity.

Since these tools didn’t exist until recently, small businesses don’t have employees with knowledge of graphic design and use of information technologies. And since they don’t have these skills, they are unaware of the existing offer. It’s a closed circle.

If until now small businesses have survived without this knowledge, this isn’t currently possible.

A company should be able to do the following things:

  • Design newsletters
  • Edit videos and upload them to YouTube
  • Create and manage a profile on Twitter and LinkedIn
  • Edit images
  • Manage a blog and create valuable content
  • Make a videoconference
  • Design a brochure and a presentation
  • Share images and documents
  • Create forms

To do this, we don’t require a cent or a professional. However, small companies aren’t able to do these things because their employees ignore what can be done and how.

It isn’t just a matter of image and promotion. Not having this knowledge seriously affects the productivity of employees and enterprises.

How efficient can be an employee who don’t understand the difference between a search on Google and the search for an URL, or the difference between an image and an image inserted into a document, or an employee who don’t know how to insert a link in a word or to share a heavy document?

A possible solution to these shortcomings is in-house training, but in this area, skills are more important than knowledge, and, therefore, only workers with certain skills are able to benefit from training.

From my view, the more efficient solution in the medium and long term is that companies start to consider these skills when hiring new workers.

The goal is not to hire someone exclusively to work on these issues. It would be economically inefficient for a small company. The goal is to select people who, besides fulfilling a specific function, have knowledge and skills in design and ICT. Maybe in the near future these skills will be as necessary as the use of the Office tools.