The world of work has changed, and it can be a daunting place for those entering the creative industry.
Employers need to understand the myriad ways they can support entry-level talent, and give them a reason to work with them, says Laura Burgess, Commercial Director at full-service B2B marketing agency The Armstrong Partnership.
Starting out in your career is a daunting moment for anyone – agonising over first impressions, deliberating over your work, and wondering when the right time might be to crack your first joke. We’ve all been there.
Add to that the challenges of working remotely when you’re trying to build relationships with new colleagues – or the fact that those graduating or completing apprenticeships will have spent most of their time studying remotely from their bedroom or sharing a kitchen table – the last 18 months has undoubtedly taken its toll.
As we look around at the next generation of talent, we need to understand the ways in which we can support those entering the world of work and starting out on their own path within the creative industry.
Now that we can be, we must realise the opportunity of being physically together – the coffee break that turns into the next brilliant campaign idea, or seeing first-hand how a designer interprets a brief. It’s time to harness the pent-up creative energy we’ve been harbouring and invest it into developing and supporting future talent.
Communicate your cultural values
Research by Deloitte has found that Gen Z no longer form opinions of a company solely based on the quality of their products and services, but now on their ethics, practices, and social impact.
This means that while you might still attract initial interest from new talent with an impressive show reel and client roster, if you want to keep hold of them you need to be able to show them what you’re all about, and communicate why it matters to you.
It’s about transparency and authenticity – showing new employees how they’ll fit within your agency’s structure and your company’s values clearly, so they can see how they align with their own, and if it’s a good fit for both sides.
Another area to consider is what your company gives back – whether it’s building links to the local community, reducing your environmental impact, or working closely with charitable organisations. It’s an increasingly important factor for people when looking at potential employers, and one that shouldn’t be overlooked.
