I wouldn’t be the first or last agency CEO to say that the success of their business comes down to the quality of our people. The quality of thinking, the work we produce for our clients and the innovations we advance across the industry as a whole all depend on the calibre of people you have within your business. Someone once told me that the simple equation for a successful agency was that you had to attract, retain and grow proportionately smarter and more passionate people than the next agency. And while it sounds relatively straightforward, in practice this is getting harder and harder.
Today, attracting and retaining top talent is a challenge that our industry continues to struggle with. Industry-wide agency churn rates are consistently north of 30%, even 50% in some markets like China. And to exacerbate this an even more direct threat has reared its head in recent years.
Tech companies and start-ups are luring bright young graduates away from a career in agencies and into the latest ‘cool’ jobs at great brands. From Facebook and Google to Uber and Airbnb – they’re all after the same bright young minds we are and will have better programs, culture and facilities in place to nurture this talent.
That’s why proper investment in new talent is more important than ever for the future of our industry. Without attracting new talent to boost our ranks, diversify and elevate our thinking, we can’t continue to evolve and innovate.
Of course, attracting graduates into our industry isn’t enough. Employers need to implement structured programs that focus on training, developing and mentoring all our talent on an ongoing basis. Only then will they properly thrive and grow.
We know that agency graduate programs are a critical way of training the next generation of marketers who will ensure our survival. As a people-focused industry, it may be hard to believe but not all agencies are committed to investing in and growing their own talent. I have seen first hand agencies that hire graduates, interns or newcomers to the industry and throw them into the deep end, without support, guidance or inspiration. In many instances they don’t last long – why would they? – departing for other industries or other agencies willing to put in the time and effort required to train them.
This time of year is when those agencies that are committed to investing in the next generation begin to look for graduate recruits for next year’s intake. And Lavender is no exception.
When we first started in 1997 we set out to do things differently to other agencies – to genuinely put customers and people first. To be a company that creates real substance in all relationships, whether that’s with our clients, our clients’ customers or our people.
And while the world, our services and agency have dramatically changed in that 20 years, the principle of putting people first has not.
Our Lavender Genus Graduate Programme is the embodiment of this philosophy.
We know that what we do is pretty unique and therefore requires a different skill and talent that sits outside the ‘normal’ mainstream agency. It takes smart, thoughtful and sensitive people who are equally fascinated in data and creativity, technology and systems or customer experience and entrepreneurship to be successful at Lavender.
So identifying the right talent, motivating and challenging them is at the heart of our long-term commitment to grow our own talent. Our culture is all about being the best you can be. We like people who are bursting with character, quirks and bright ideas.
This year we took on five graduates – all five were offered permanent full-time positions. For 2017, we are offering another five graduates the opportunity to work across different parts of the business, from account management to strategy, creative and production, data and technology. This is working with real clients with real opportunities to learn and get among the action – and yes, a real salary.
Our 10% churn rate, low by industry standards, is testament to our culture and the support we provide our people. A big part of our culture is versatility and helping our people progress in their careers. If they want to switch disciplines, we actively encourage them.
So if this sounds like the kind of company you’d like to work for and you’ve just finished your studies, this could be the perfect way to kick off your career with an agency as dynamic as you are. Apply now or find out more at www.lavender.ad/genus – be quick though, as applications close 19 September 2016.
