Adland’s Talent Shortage To Hit Overdrive (You’ve Gotta Love A Business Challenge)
In this guest piece, Atomic 212° HR manager Dayna Holt (pictured below), argues that while Australia’s advertising industry is set to face some very strong talent headwinds, the challenge needs to be embraced – not feared.
The talent shortage has been an issue in Australia for years, and as marketing disciplines fragment and the digital juggernaut becomes more complex than ever, this is only going to increase.
But the wheels need to keep on turning. And isn’t this why we got into this industry in the first place? To recognise business challenges and develop meaningful solutions. Isn’t this exactly why we get out of bed in the morning?
Recognising the challenge
Obviously, the industry has some challenges on the horizon with the impending abolition of the 457 visa. And while new visas are set to replace the 457, the Department of Immigration has flagged that positions such as web developer, public relations manager, multimedia designer, media producer, art director and director of photography have been “entirely removed from the list of eligible skilled occupation[s]”.
(Although, to be fair, it’s hardly an attack solely on our industry, with both deer and goat farmers removed from the list too – tough times ahead for the artiodactyla agriculture business.)
Making it even less appealing to bring in international workers is the foreign worker levy Scott Morrison flagged in the budget at the start of the month, whereby the few foreigners who can be brought in will cost potentially thousands of dollars more to employ, to help fill the federal government’s mooted ‘Skilling Australians’ fund.
But arguably an even bigger issue for gaining and keeping top talent is the cost of living in our two most influential cities, Sydney and Melbourne.
Say you’re a Melbourne-based agency and you find yourself a remarkable talent who’s based in Brisbane or Perth. You may be able to offer them an attractive salary package, but just how generous are you going to have to be to make up for difference in the real cost of living?
The papers harp on about it every other day, but it’s worth a quick reminder that your average house in Sydney goes for $1 million, and it’s around $750,000 in Melbourne, versus $500,000 in Brisbane and $580,000 in Perth.
Sure, coffee and takeaway lunches might be a bit cheaper in our two biggest cities, but when the difference in your mortgage is as much as half a million bucks, you’re probably happy to pay the extra $1 for a flat white in Fortitude Valley.
So, foreigner talent is set to become exponentially more difficult to recruit, and that brilliant young Aussie based in another city is asking why they should bother making the move.
Okay, so we’ve recognised the issue. The more important question: what do you do to manage it?
Look for people, not positions
One of the biggest mistakes employers make is they look for positions rather than people.
If you come across a brilliant talent, it’s a cardinal sin to say to them “Too bad, there’s no spot for you at the moment”.
As Bill Taylor wrote for the Harvard Business Review, “Hire for attitude, train for skill”.
“Over the years, as I’ve studied high-impact organisations that are changing the game in their fields, they’ve adopted a range of strategies and business models. But they all agree on one core ‘people’ proposition: they hire for attitude and train for skill,” he wrote.
“They believe that one of the biggest challenges they face is to fill their ranks with executives and front-line employees whose personal values are in sync with the values that make the organisation tick. As a result, they believe that character counts for more than credentials.”
It’s such a simple rule to hire by, yet it’s so often forgotten: you can train virtually anything, except for personality and talent. When you come across a person who really stands out from the crowd, don’t let a lack of applicable experience stop you from getting them on your books – ensure you’re always on the front foot, looking for the best talent, wherever it is you find it.
More importantly, always be looking for talent. Don’t wait for that piece of new business. New people mean new ideas and new skillsets. Scrambling at the last minute is never the best approach. It’s easier said than done, but it means you have the best people from the get-go, and we’ve found this approach usually leads to new business success anyway.
Offer more than money
Anyone who’s lived in the world’s great cities knows how hard life can be when you’re starting out. You’re likely going to live in boxy, shared accommodation, eat ramen noodles and celebrate on Friday nights with a box of wine.
It’s basically re-living your student days, but with the added weight of a full-time job.
Yet, most people remember those days so fondly, because the experience of living in London, New York, Paris – or Sydney or Melbourne – is like nothing else in the world. The life and vibrancy, as well as the opportunities to see world-class shows and be part of city-wide festivals and events, mean the overall experience adds up to something truly special.
This is the leg-up agencies based in these bigger, more expensive cities have – and not just because the city they’re based in have these cultural events, but because there are professional offerings that smaller cities can’t compete with.
To be clear, I’m not recommending paying your team so little that they live in squalor for the sake of a great job. Rather, while cost of living may make for a healthier wallet working in a smaller city, you need to illustrate to potential employees or those you’re seeking to retain that there is a reason why the world’s most attractive cities come with a higher cost of living.
It’s a simple fact that the biggest opportunities are on offer in the biggest markets. The key is to show your team a clear path to those opportunities, how you can help get the best out of them, and how a studio apartment now can lead to the biggest opportunities and arguably the best lifestyle.
Don’t write off overseas talent
While hiring overseas talent isn’t going to get any easier in the future, that doesn’t mean you should completely write it off as a pond in which to go fishing.
There are some seven billion people on this planet, and while Australia has a very talented and creative market, simple math suggests the best person for every job isn’t here.
What’s more, people from overseas bring with them new ideas, different ways of doing things and fresh perspectives. Plus, there’s the potential these people will open new markets for your business.
Again, it’s only going to become more difficult to bring these people in, so a cost-benefit analysis is a good idea before going too far down the road, but you’ll often find that bringing a foreign employee on board – even if it’s only for the two years the government are set to offer – will be well worth the time and money spent.
So, are any of these options a silver bullet? Of course not. The headwinds the industry is set to face from a talent perspective are very real. But a very real business challenge presents a very real and exciting opportunity to tackle it.
Latest News
Sydney Comedy Festival: Taking The City & Social Media By Storm
Sydney Comedy Festival 2024 is live and ready to rumble, showing the best of international and homegrown talent at a host of venues around town. As usual, it’s hot on the heels of its big sister, the giant that is the Melbourne International Comedy Festival, picking up some acts as they continue on their own […]
Global Marketers Descend For AANA’s RESET For Growth
The Australian Association of National Advertisers (AANA) has announced the final epic lineup of local and global marketing powerhouses for RESET for Growth 2024. Lead image: Josh Faulks, chief executive officer, AANA Back in 2000, a woman with no business experience opened her first juice bar in Adelaide. The idea was brilliantly simple: make healthy […]
Is Meta’s New AI Chatbot Too Left-Wing?
Meta's chatbot accused of being left-wing after being caught wearing a Che Guevara T-shirt & listening to Billy Bragg.
TV Ratings (23/04/2024): Why Did No One Tell Angela That Farmer Wants A Wife Is Set On A Farm?
As wonderful as this headline is, let's face it, we all know an 'Angela', don't we?
PubMatic Unveils New AI Partnership To Turn Social Posts Into Ads For Any Digital Channel
Here's some nifty tech for turning social posts into ads. Assuming said posts aren't one-star character assassinations.
Intuit Mailchimp Makes A Splash With Its First Australian Brand Campaign
Ever laugh along at a gag you didn't get so as not to appear dumb? Get ready for more feigning with this new work.
GumGum’s Rob Hall: Advertisers Can No Longer “Rely On Binary Descriptions” Of Consumers
If anyone's got their finger on adtech's pulse, it's Rob Hall. He also avoids using the good paper in the office printer
Mastercard Nabs Florencia Aimo From Marriott International
Marriott International's Florencia Aimo jumps from the hotel business to the exploitative credit card one.
Bastion Agency Appoints Cheuk Chiang As New ANZ CEO
Cheuk Chiang takes the reins over at Bastion Agency. But not the rains down in Africa.
Spotlight On Sponsors: Major Sponsorship Wins After A Disappointing Week In Sport
B&T continuing our deep dive into local sport sponsorships & that's despite not a single offer of a free ticket as yet.
Macca’s Marketing Director, Samantha McLeod On Big Mac Chant: “What Was Once Old Is Now Cool Again”
Macca's using the power of nostalgia in latest Big Mac campaign. Well, only for those who've ever eaten one sober.
World Premiere Of Midnight Oil: The Hardest Line To Open Sydney Film Festival 2024
Oil's biopic to open Sydney Film Festival. Here's hoping Molly Meldrum will take his pants down at the premiere.
Entries Are Now Open For The 2024 Brandies, IntelligenceBank’s Annual Brand Marketing Awards
The Brandies are, of course, a prestigious marketing gong and not the mystery tipple favoured by nannas everywhere.
The Fred Hollows Foundation Appoints Ardent For PR
Yes, we all like to have a joke at PR's expense. But sometimes it does important work, like this.
AI, eCommerce & Marketing Specialists Are In Increased Demand By Businesses, New Data From Fiverr Shows
Has your philosophy & anthropology degree left you with nothing but a huge HECS debt? Here's what you should've studied.
Perth’s First 3D Anamorphic Billboard Arrives Courtesy Of oOh!media
Do you love a buzzword? Now you can add anamorphic to the list as it relates to billboards, not a colleague's ears.
MasterChef Australia & Crown Resorts Launch Unique Dining Experience With ALUMNI
A pop-up restaurant staffed by MasterChef contestants! That's fine dining prices for first-year apprentice chef cuisine!
Amanda Laing Announces Resignation From Foxtel Group
Foxtel's chief commercial & content officer heads for the exits. Read nice things the bosses said about her right here.
The Lost Letters From Our Diggers: News Corp Unveils ANZAC Day Special
It's nice when brands respectfully acknowledge ANZAC Day.
Howatson+Company Acquires Akkomplice
Large indie acquires a slightly smaller indie. Much like a shark eating a tuna, just with less thrashing and blood.
Google Delays Third-Party Cookie Deprecation Again
In good news for the sale of picture library biscuit photos, Google continues to tease over the end of cookies.
Education A Low Priority For Aussies More Concerned With Cost Of Living Forethought Study Reveals
Study finds Aussies cutting back on education due to cost of living. Booze & Uber Eats sales remain largely unaffected.
“I’m Still The Same Person That I Was”: Rikki Stern Says “Fucc It” To Cancer Stereotypes
B&T always happy to promote the anti-cancer cause. Even brands that massively overdo it with the hot pink.
The Unapproved Climate Certification Allegedly Causing Mass Greenwashing
Are you left flummoxed in the canned tuna & free range eggs aisle? Just wait till this green certification gets up.
TV Ratings (22/04/2024): Fans Mock “Over The Top” Reaction To New MasterChef Judges
MasterChef returns for its 2024 season. B&T stands by putting peppercorns in Gravox & no one will be any the wiser.
Dentsu Restructure: Muddle, Harvey & Johnston Take Leadership Baton As Bass & Yurisich Exit
A large broom has swept through Dentsu's local ops this morning, taking with it some big names & the air con's cobwebs.
Industry Shares Trends Shaping The Industry This International Creators Day
B&T's asking adland creators to reveal their top trends. And it's not good news for your Jenny Kee cardigan collection.
Mable Extends HOYTS Sensory Screenings Partnership
Mable has extended its HOYTS sensory screening partnership. Vigorously defends its two-star Oppenheimer review.
Orphan Launches ‘They Need Our Help. We Need Yours’ For Children’s Cancer Institute
Anything to do with childhood cancers has B&T's 110% support. That said, we do ignore the red meat & alcohol warnings.
Smile Team Orthodontics & Keep Left Collaborate On Smile-Inducing Campaign
As parents would attest, given the cost of orthodontics you'd expect this campaign to be a lavish production indeed.
Opinion: How Video Calls Neglect Learning Diversity
Need an excuse to duck out of a video call this arvo? Show this to your boss.
DoubleVerify Achieves First-Of-Its-Kind Responsible AI Certification From TrustArc
DoubleVerify receives responsible AI certification. However, not its robotic vacuum that's been seen menacing the cat.
Smile For A Good Cause: The Social Media Campaign Giving Back To The Community
Are you known as the office Austin Powers? More for you teeth than shagability? Get snappy new fangs with this news.
Elon Musk Mocks Albo After ESafety Wins Court Injunction Against X
Albo's 2024 from hell continues - Rabbitohs in crisis, down in the polls and now feuding with world's richest man.
Real Estate Developer In Hot Water Over “Sexually Exploitative” OOH Campaign
Real estate agents again tops in the 'least trusted profession' polls, nudging used car salesmen & ad creatives.
Epsilon’s Shane Hanby: Post-Cookie Era Relies On “Teamwork” Between Brands, Marketers & Tech
This pro predicts more "teamwork" in a post-cookie era. Which spells bad news for the uncooperative or plain stubborn.