Why The Best, Newest, Brightest Minds Do NOT Want To Work For You!

Why The Best, Newest, Brightest Minds Do NOT Want To Work For You!
SHARE
THIS



There has been a surge in start-up companies over the past few years. They’re full of young guns who’ve had an idea and have just gone for it. However, that has left larger companies vying for the limited talent coming into the industry.

This is the view of Pete Mitchell, global media innovations director at Mondelez International, who told the Ad:Tech conference in Sydney yesterday that new, young talent simply didn’t want to work the way their bosses had in the past.

“There is a huge change going on in terms of people coming into the work sector, certainly younger people, and their expectations of what it’s like to work and what it’s like to be in work practice,” Mitchell said.

“In our industry, when people come out into the workforce, there’s less of them, there’s less of them that will be attracted to us when they do come out, where do you think they want to work?

“We have what’s called a start-up culture going on. And it’s significant. It’s not just the start-ups you might see outside, it’s endemic.”

Having your own product is not age-restricted either, as Mitchell draws on three pre-teens who already have their own app.

“It’s amazing just how willing we are to work in this space and how willing youngsters are as well,” he said.

“How do we look at this in terms of this start-up culture, lack of people coming into the workplace and then this huge competition for how we’re going to get them to come and work for us and our institutions?”

investing_employees_med (1)

Mitchell further added that companies that have been around decades and decades are being crushed by the toddlers in the space.

“Companies are coming along in the last few years with a multi-capped value significantly higher than companies who have been around for a hundred years or more,” he said, exampling brands such as Levi’s and Bonds who are being “absolutely dwarfed by Pinterest, Square and Dropbox in a very very shot period of time”.

“We need to work in very different ways,” he said. “The idea that actually the old ways of working and the formal ways of structure of how we usually get people to entice and come and work for us has changed.”

In order to combat this issue of young talent not entering the established work-force, Mondelez launched its Mobile Futures program last year, where start-ups were partnered with well-known Mondelez brands.

“Working on mobile space and start-ups in the mobile have a lot to offer,” explained Mitchell. “We as a company have some dollars to invest in that, have started to bring these two things together.”

At the time of revealing the results of the initiative in December last year, head of marketing services at Mondelez, Anthony Ho, said: “Working with these incredibly innovative startups to challenge ourselves and embrace new thinking, we have been able to foster a culture of ‘intrapreneurship’ within Mondelez. The project has started the shift to make us more agile and change our thinking across all levels of the business.

“We’ve seen our brand managers start to embrace some of the startup qualities, which is making real difference in their day-to-day jobs in how they approach tasks, problem solving and collaboration with other teams.”

Mobile Futures started in Brazil and the US, then headed to Australia and will soon take place in China too.

Keen to hear more about disruption in the industry? B&T is putting Daze of Disruption for Adland to get their heads around all that’s changing.

Latest News

Women In Media Profile: Danni Wright
  • Media

Women In Media Profile: Danni Wright

We'd be headlining Danni Wright's Women in Media profile the "Wright stuff" if it wasn't utterly predictable and naff.

by B&T Magazine

B&T Magazine
Industry Generates A Record $10.5m For Social Impact
  • Media

Industry Generates A Record $10.5m For Social Impact

UnLtd, the media, marketing and creative industry’s social purpose organisation has announced a total industry contribution of $10.5m to social impact in FY18. The total value of funds, services, inventory and time donated by the media, marketing and creative industry increased by 21per cent compared to the previous financial year due to a growth in […]

Posterscope Promotes Two
  • Media

Posterscope Promotes Two

Posterscope, Dentsu Aegis Network’s specialist out-of-home agency, has promoted Ryan Hedditch to the newly created position of national head of strategy and Samantha Summers to Sydney Group Business Director. In his new role, Hedditch is charged with driving the continual improvement and transformation of the Posterscope offering to clients and partners. Summers’ promotion will see her lead […]

Outbrain Accelerates Growth With APAC Promotions
  • Media

Outbrain Accelerates Growth With APAC Promotions

Native discovery platformOutbrain has announced several movements in its regional leadership team, with plans to make more new hires. This comes on the heels of two senior appointments it made in February, after closing a record year in the region with expansion into new markets. Yoav Tourel has been promoted to head of sales for […]

Clems Syd & Extra GUM Unveil YouTube Digital Stage
  • Media

Clems Syd & Extra GUM Unveil YouTube Digital Stage

YouTube EXTRA Gum has launched EXTRA Support Acts, a program created to support Australia’s up and coming musicians by transforming pre-roll ads on YouTube into a digital support stage. It has been created in partnership with Clemenger BBDO Sydney as creative lead, Universal Music Australia and BRING for talent and music strategy and content, MediaCom and YouTube. The […]

OMD Australia Tops 2018 RECMA Rankings
  • Media

OMD Australia Tops 2018 RECMA Rankings

OMD Australia has taken the top spot for Australia’s Number 1 media agency in size, according to RECMA’s 2018 ‘Overall Activity Volume Rankings’ report released last week. Additionally, the company was named first in profile classification with a dominant profile for the 3rd consecutive year, along with vitality ranking and structure ranking. Furthermore, OMD Australia was also named […]

Red Agency Bolsters Sydney Team
  • Media

Red Agency Bolsters Sydney Team

Judging by the image, it seems Red Agency may have had no staff whatsoever prior to this hiring spree.

Nine Appoints Editor For 9Honey
  • Media

Nine Appoints Editor For 9Honey

B&T's editor coincidentally spilled honey on his shirt while typing this. And by typing, we mean copy and pasting.

Y&R Sydney Scores Best&Less   
  • Advertising
  • Media

Y&R Sydney Scores Best&Less  

Y&R wins Best&Less amid rumours the clothing shop its changing name to 'Somewhat OK&Reasonably cheap'.

Women In Media Profile: Judy Sahay
  • Media

Women In Media Profile: Judy Sahay

B&T's Women in Media profiles are like a wave washing over you. Even more so if an actual wave washes over you.

by B&T Magazine

B&T Magazine
How B2B Companies Can Use Their Customer Data More Effectively (And Why They Need To)
  • Marketing
  • Opinion

How B2B Companies Can Use Their Customer Data More Effectively (And Why They Need To)

In this opinion piece, SalesPreso co-founder and CMO Joel Thomson (pictured below) explains how B2B companies can use their data more effectively and deliver a personalised customer experience that matches their B2C counterparts. From the Cambridge Analytica scandal to the EU’s recent GDPR legislation, this year has prompted individuals all over the world to consider […]

Opinion

by B&T Magazine

B&T Magazine
M&C Saatchi Launches THIS Film Studio
  • Advertising
  • Marketing
  • Media

M&C Saatchi Launches THIS Film Studio

Not one to rest on its laurels, M&C Saatchi unveils new production studio it hasn't called 'Not One To Rest On Laurels'.

Creative Agency Launches Project Management Tool ‘Hassl’
  • Advertising
  • Technology

Creative Agency Launches Project Management Tool ‘Hassl’

Yesterday at TedX Melbourne the team behind award-winning, Melbourne-based agency Your Creative launched their new tech venture Hassl, the project management platform taking on Trello and the likes. With the belief there was a better design solution to project management, the platform has been developed over the last two years in collaboration with their clients. […]

ABC Axes Tom Ballard’s Tonightly
  • Media

ABC Axes Tom Ballard’s Tonightly

It's one of the ABC's edgier, controversial shows, but Tom Ballard's proven too edgy and controversial for ABC chiefs.

Taboola Strengthens APAC Programmatic Offering With New Partnership
  • Advertising
  • Media

Taboola Strengthens APAC Programmatic Offering With New Partnership

Global discovery platform Taboola has announced a strategic partnership with Wider Planet, Korea’s largest demand-side and data management platform. The partnership builds on Taboola’s programmatic efforts in Asia-Pacific, and will bring together Korea’s largest demand platform for agencies and brands to provide access to Taboola’s global audience through premium publisher placements. The partnership means advertisers […]

The Haus Picks Up Two New Clients
  • Marketing

The Haus Picks Up Two New Clients

The Haus announces two new client wins. Admittedly, not as good as winning three, but far better than losing four.