How do you solve a problem like the great resignation? As the industry continues to bounce back from the Coronavirus pandemic, attracting and retaining talent remains at the very top of the industry agenda. 

This focus on people is at the heart of the Advertising Association's launch of a new Talent Taskforce, which was announced today (27 January) at industry conference Renew 2022 by AA president Alessandra Bellini.

Opening the Renew conference this morning Bellini shared that the talent crisis was at the very top of the industry agenda. She shared insights from across the industry as to the impact and concerns surrounding the talent crisis. With one industry leader noting: “There is a talent crisis in agencies - high turnover, high inflation, an increase in poaching and not enough training of new entrants.”

Bellini shared a shopping list to bring to life the practical steps the industry can make to help to address the talent crisis. The checklist included fair remuneration, a fulfilling career, strong values and integrity and the fact that you don’t need to ‘know someone’ to get on. 

Tackling advertising’s talent crisis

The advertising industry employs more than 300,000 people across the UK, but according to the AA stronger than forecast demand for advertising and marketing services, inflationary pressures on salaries and talent shortages is putting pressure on everyone – from junior account executives to CEOs.

To take action on this challenge the Taskforce will review the industry’s strategy to attract and retain the best talent, as well as focusing on how the industry can better represent the diversity of its audience. The taskforce will be aligned with the work of All In to drive a more inclusive industry for all.

As its first action, the Talent Taskforce has commissioned UK advertising’s think tank, Credos, to produce a Talent Report to assess the competitiveness of the industry as a career choice. This will include undertaking cross industry analysis of the skill sets needed and extensive qualitative and quantitative research into what drives job satisfaction. 

Bellini added: “I feel very passionately that we nurture and support progression, encourage diversity and ultimately continue to attract talent. This Taskforce is the first step but has the potential to make a real positive difference across the industry.”

Stephen Woodford, Chief Executive, Advertising Association, added: “ I passionately believe that advertising can offer people a rich, fulfilling career but I am also acutely aware that there is much more we need to do to be truly inclusive and competitive versus other industries to attract and retain the most talented people."