Stuck in the middle
Keeping your career on track and managing the feeling of deflation when your rise to the top hasn't occurred at the giddying pace you'd hoped is a challenge. It's a challenge that also affects employers, whose mid-tier ranks have become a revolving door. Jessica Kennedy talks to mentors and those at the top of their game to find out their tips on how to rise above the pack
If it's bright at the start and lonely at the top, then it must be crowded in the middle.
In the middle ranks of agencies and marketing departments across Australia is a throng of ambitious 20 and 30-somethings whose jostling for that next 'big break' blocks out their once-clear career paths.
"When you are the bright young thing it is easy to harness your potential because there is veracity and there is learning capacity which keeps you stimulated." This, according to Moon Communication Group's chief executive Anouk Darling all changes once you reach a mid-tier role where the focus is on delivering, not proving yourself.
"And then, depending on where you are in an organisation, you are looking to the person above you and you are tapping on their door. If that person is also doing a brilliant job and they have just entered that role, well they aren't going anywhere."
A recent B&T poll, which found that almost six in 10 adland agency staff feel stuck, supports Darling's view.
More than 500 people answered the question: 'Are you happy with your career progression at your agency?'. The majority (58%) said 'No, I feel stuck and am not sure how to move up', 18% said 'Not yet, but my employer is supportive and I am planning my next move'.
Just 24% answered 'Yes, I'm where I want to be'.
There are a number of reasons why the 'yes' pool is half the size of the one in which people feel stuck, and it’s more complicated than there not being enough roles.
Those professionals who feel like they aren't progressing may, at least partly, have themselves to blame.
"This is an industry where people just get promoted really quickly. So the question has to be, why? What are you doing wrong?" says Miles Joyce, the chief executive of digital shop The White Agency.
"Particularly in the digital space, there is such a shortage in our industry that people are being over-promoted so quickly," says Joyce, who believes most juniors expect to make the leap to a senior position in only a couple of years.
Shooting through midlevel is entirely dependent on self-motivation, something Edentify's managing partner and former CEO of Maxus, David Gaines, says is most likely lacking in those who aren't moving forward.
"You probably need to have a bit of an honesty check with yourself and say 'am I still sitting around for people to spoon feed me and show me how to progress?'," he explains.
DDB Melbourne's managing partner Lisa D'Amico does a lot of mentoring and has noticed too many people placing too much expectation on their employers to drive their careers.
"While an agency, like any other business, should have career progression plans, it ultimately lies with the individual," she says. "It's your career after all. A mentor can help you figure out how to navigate your way up but you must enter the relationship prepared with your objectives sorted.
"You have to come to a mentor with a sense of what you want to achieve out of it because it is not a therapy session."
Here are the five bits of advice D'Amico disseminates amongst her mentees:
- Self assessment: "When people come to me and say 'I don't know where I'm going and I'm not progressing fast enough', the first thing I ask them to do is assess themselves in how they think they are performing in various areas. While good employers are there to grow and develop their staff, ultimately you are responsible for your career path, it's not up to your employer. If you want a management career you need to start by managing your own career. Where do you want to be in one year? In two years? And what are you doing next quarter and the quarter after that to actually get there? When you start asking those questions people start thinking differently."
- Stand out: "Coming in everyday and just doing your job will get you paid each month – it is not going to get you promoted. That sounds harsh, but there is doing your job and then there is doing something beyond your job, that's where you get noticed. A mentor can help you figure out how to get noticed."
- Attitude: A positive attitude also attracts management's attention. "What's your attitude today? Are you going to win or are you just going to plod along? I don't expect everyone to be on a super high everyday but there needs to be a decent attitude and an attitude that you want to do well."
- Remember the small things: Working on a big pitch with senior staffers isn't the only way to get noticed and promoted over time. Equally important is how you deal with your day-to-day jobs. "I have someone on my team and his attitude is just outstanding. He's bright, he is great with clients and he gets just as excited about delivering a brilliant idea and doing a great presentation to a client as he would getting his client invoices paid at the end of the month."
- Stay true to yourself: "Sometimes people think they need to behave a certain way to get promoted. How I manage, present or do things might be far too different for another person. Don't try to copy someone, find your own way and find people who inspire you and whose values you want to adopt – but don't try and be something that you are not."
Churn of mid-tier professionals across adland is high according to Darling, who estimates the average amount of time spent with an employer is now 18 months to two years amongst 20 to 30-year-olds.
For ambitious job-seekers the promise of a larger pay packet is tempting, but D'Amico says when considering a promotion from another employer the environment of that workplace should be top of mind.
"In career progression, never ever ever compromise your values," she says.
To combat the churn and retain good young talent, Darling believes employers need to invest more in life skills training, "so they are achieving, learning and growing without physically having to get a new title and job".
Continual personal development would in turn alleviate the pressures faced by those working below an under experienced manager.
Joyce says, in digital agencies particularly, there are a lot of young managers who have been promoted into the role and have never managed people before.
The "number one reason" the digital industry loses people is because those young managers don't have the experience necessary to provide their team with clear career paths, he says.
If you are feeling stuck but there are no obvious impediments to your development, Gaines says you may need to be braver.
"You need to give yourself permission to fail to a certain extent," he says. "Go and try something new and even if you fail it, as long as you learn from whatever happened, there is nothing wrong with that. That is how people progress.
"You just have to keep a little bit of fire under your backside and learn that feeling intimidated and uncomfortable is a good thing."
Please login with linkedin to comment
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.