{"id":7501,"date":"2023-08-01T16:56:40","date_gmt":"2023-08-01T16:56:40","guid":{"rendered":"https:\/\/mysourcefunding.com\/marketing\/adjusting-work-culture-and-recruitment-practices-may-help-agencies-court-young-talent-report-says\/"},"modified":"2023-08-01T16:56:41","modified_gmt":"2023-08-01T16:56:41","slug":"adjusting-work-culture-and-recruitment-practices-may-help-agencies-court-young-talent-report-says","status":"publish","type":"post","link":"https:\/\/mysourcefunding.com\/?p=7501","title":{"rendered":"Adjusting work culture and recruitment practices may help agencies court young talent, report says"},"content":{"rendered":"

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Ad agencies have a lot to contend with these days: A pitching process that many describe as broken, concerns over how AI might change their jobs, and competition from in-house teams, just to name a few. That\u2019s not to mention broader workforce trends that can affect things like recruitment and retention.<\/p>\n

The Blueprint, an executive search firm specializing in agencies, recently asked several agency staffers how they\u2019re thinking through some of these challenges and what sort of impact they\u2019ve had on employees and company culture. It surveyed 1,349 \u201csenior agency talent\u201d across the UK and US in addition to conducting more than 25 interviews with leaders at Wongdoody, Ogilvy, BBDO, and more.<\/p>\n

Among several findings, its research found that millennials often act as a \u201cgenerational bridge\u201d between Gen Z newcomers and Gen X leadership. Jules Brenton, director of growth and an associate partner at The Blueprint, said millennials might\u2019ve not had much of a work-life balance until the pandemic, which \u201creally put a spotlight on people wanting to separate work and life.\u201d<\/p>\n

On the other hand, work-life balance is \u201cexpected\u201d from Gen Z, she said. \u201cIn the report, we say millennials are the bridge because I think they\u2019re learning a lot from Gen Z and how they kind of put their foot down.\u201d<\/p>\n

These generational differences have had an impact on other aspects of work within agencies, according to the report. For example, as a result of the pandemic, Gen Z largely sees remote work as the norm. According to the report, 71% of those surveyed have \u201caccepted that hybrid work is now non-negotiable.\u201d<\/p>\n

Pitch (not) perfect<\/strong><\/h2>\n

Some workers have questioned more traditional agency practices, like pitching. Gen Z employees \u201cdon\u2019t feel the same compulsion to be hands-on with pitching at all hours of the day,\u201d and can see it as an obstacle to work-life balance \u201con top of their already full schedule of current client work,\u201d the report said.<\/p>\n

Brenton said pitching was once seen as \u201can opportunity to\u2026really shine and maybe be seen by senior members of the agency. Whereas I\u2019m not sure that Gen Z necessarily sees it in that way anymore. It all probably stems from the work-life balance thing.\u201d<\/p>\n

Some agencies have taken steps to address the change: Last year, Mother rolled out an initiative that encourages prospective clients to have \u201cchemistry meetings\u201d with the agency as opposed to conducting a formal pitch.<\/p>\n

Another practice agencies may look to scrap or rethink? Charging clients by the hour instead of charging based on outcomes, the report said, noting that the practice has led to a \u201cbroken business model\u201d that prioritizes the bottom line over the creative process.<\/p>\n

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\u201cThe business model is the biggest reason why our industry is falling down,\u201d Gareth Moss, The Blueprint\u2019s founder, told us. \u201cThe procurement-based model, it\u2019s all about tightening margins, and that means agencies aren\u2019t being paid reflective of the work that they are doing. Because of that, they can\u2019t invest into different and fresh talents, they can\u2019t invest in diversity\u2026because they don\u2019t have the money to be able to do it.\u201d<\/p>\n

Stand for something<\/strong><\/h2>\n

As agencies find ways to court the next generation of talent, they are thinking about the role purpose plays in these efforts. According to the report, 93% of agency leaders surveyed said that social impact and status \u201cdrives talent and client attraction and retention.\u201d<\/p>\n

\u201cGen Z talent\u2014and it surely isn\u2019t alone\u2014is looking for agencies to make a stand in a world that is increasingly divisive,\u201d the report said. This can be seen in the emergence of groups like Clean Creatives, a group that seeks to cut ties between fossil-fuel companies and agencies.<\/p>\n

When it comes to DE&I strategies, only 23% of respondents said that they are \u201creally good\u201d at \u201cenabling and supporting a more diverse, equal, and inclusive working culture,\u201d according to the report. The report pointed to several factors that could be inhibiting progress, including \u201ca lack of senior role models and representation, risk-averse behavior, fear of getting it wrong (and the backlash that could bring), and overreliance on familiar recruitment models.\u201d<\/p>\n

Agencies should consider their approach to recruiting, Moss said.\u201cI think sometimes agencies fall down because they always talk about wanting diverse people, but it\u2019s not a one-way street. They have to adapt\u2026It should be about shared values.\u201d<\/p>\n

While agencies rethink recruiting and other practices, it remains to be seen how broader developments, such as the explosion of AI, will affect talent cultivation. Nearly all leaders surveyed said they expect ChatGPT and similar tech to affect how they work in the future, though only 1% \u201cexpressed worry\u201d about AI\u2019s impact on the ad industry, the latter of which the report described as surprising.<\/p>\n

\u201cWhile we deliberate, the technology is coming at us faster than we can think,\u201d the report said. \u201cThe consequences for the workforce and how it will change the skill sets agencies need\u2014not to mention their search for talent\u2014is a discussion that cannot wait.\u201d<\/p>\n<\/div>\n

Read the full article here<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

Ad agencies have a lot to contend with these days: A pitching process that many describe as broken, concerns over how AI might change their jobs, and competition from in-house teams, just to name a few. That\u2019s not to mention broader workforce trends that can affect things like recruitment and retention. The Blueprint, an executive […]<\/p>\n","protected":false},"author":1,"featured_media":7502,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","footnotes":""},"categories":[78],"tags":[],"class_list":{"0":"post-7501","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-marketing"},"yoast_head":"\nAdjusting work culture and recruitment practices may help agencies court young talent, report says | Brandiary<\/title>\n<meta name=\"description\" content=\"Ad agencies have a lot to contend with these days: A pitching process that many describe as broken, concerns over how AI might change their jobs, and\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/mysourcefunding.com\/?p=7501\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta 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