MAA Can We Fill the Talent Gap
Post on: 16 Март, 2015 No Comment
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The Guardian Marketing Issues Column by Mike Cullis
The UK creative industry is a powerhouse; one of the countrys most dynamic and thriving commercial sectors. The truth is, its not doing as well as it could be, in part due to a growing talent gap.
The recent recession hit when the industry was undergoing a huge transformation: the explosion of digital with social and mobile coincided with hiring freezes across the board. So now, unsurprisingly, theres a shortage of people with experience in those areas a major issue in a sector where knowledge of the current big thing is so vital.
In a typical recessionary scenario, a disillusioned account manager leaves her/his agency to go travelling to escape the worst of the downturn. Back from sabbatical, but with no new technical skills or relevant experience
to speak of, they walk into the next level up, simply because everyones desperate to hire as the economy rebounds. That person lacks experience in some of the newest, most dynamic areas of creative, but so does everyone else and the talent gap just keeps getting wider. The same is happening client-side.
we have an industry thats being transformed beyond all recognition, with a dearth of talent in the middle ranks and where age and wisdom are viewed with suspicion.
Coupled with this, the creative sector is one of the worst in the world when it comes to valuing experience. How many over-50s are there in the agency world, blending their wisdom and know how with the fiery ambition of their younger colleagues while still providing terrific ideas? Hardly any. The IPA (2013) reports that only 5.5 per cent of those employed in our industry are aged 50 or older. In this business, it seems that all too often when youre old youre out.
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So we have an industry thats being transformed beyond all recognition, with a dearth of talent in the middle ranks and where age and wisdom are viewed with suspicion. One that is obsessed with the flavour of the month, but without enough people or experience to deliver that flavour
The lack of investment in talent might have come at the worst possible time, yet those businesses that can successfully leverage the skills of junior and senior practitioners into a winning formula can achieve great things.
Mike Cullis, Managing Director, Soul