Today’s “agencies” are already radically different than even two years ago. We knew there was an inevitable tidal wave of digital marketing’s and data’s growth and influence. Digital data is better understood and ever more deeply relied on. Digital marketing through targeting based on data insights, has become ubiquitous. Two years ago, we thought “digital marketing” had arrived . . . we were wrong. Two years from now, I’ll look back at this post and wonder, “what the hell was I thinking?” The future is here now, and moving very fast!
Those “agencies” who are unwilling or unable to change (relying solely on creative), adapt or hire the talent that understands how and why data must be utilized for their clients’ benefit, are disappearing. There will be continuing, ever more complex challenges (or opportunities), innovations and data insights to be explored and utilized for our clients’ benefit. Keeping up with consultancies deep pockets, talent acquisition goals and innovation is dissolving the holding company model.
Talent is the missing link to success for agencies and brands. Who do you hire who understands what data is available, where to find it and most importantly, what to do with it? You can step in line with every other agency or brand that’s trying to hire the same experienced pros, for the same reasons. Demand is driving compensation and benefits higher. Candidates are scarce and ever more “picky”. They want more than a job, they want a life! How do you as a owner, CEO, COO or President find the talent you need in a timely way?
Experienced, top achieving talent is hard to hire. The experienced, brilliant data analysts, strategists and planners are not looking at job boards. If they’re not happily employed, most know where to go for better compensation, career growth, benefits and perks. Many contact recruiters, who they know and have a specialty in their niche.
I’ve been in the same marketing, advertising and now digital media niche for years. I’m proud of the trusted reputation earned by consistently adding value and succeeding for both our clients and our candidates. We always have a file of “Most Placeable Candidates” across virtually every skill set and experience level out there. Some of the titles didn’t even exist two years ago.