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Education Responsible for Talent of the Future

Clare Hopping

Libby Levi for opensource.com/flickr opensource.com/flickr

Educational establishments must encourage students to explore all of their career options and passions in order to create high-quality recruits and a more productive workforce.

The Institute of Practitioners in Advertising’s (IPA) Creative Pioneers Programme goes some way towards raising awareness of the advertising industry among school-leavers as they enter tertiary educational institutions.

It is imperative that young students be aware of all their career options early on in their education, but all too often they lack the inspiration or role models to guide them through the career selection process. The wrong career choice can lead to disenchantment with working life and apathy towards finding one’s true passion.

The advertising sector notably suffers from poor school-level awareness of its industry’s particulars, even though it needs new young talent in order to sustain itself. Moreover, the ad world also needs to update its demographics to reflect changes in England’s population as it ages and becomes more diverse.

Ironically, the industry that aims to understand and appeal to the public hasn’t learned to decipher the very people that constitute its ranks. According to Marketing Magazine, the industry will need more research and diversification if it is to keep up with technological development and demographic shifts.

The Creative Pioneers Programme

In order to address the need for new young talent, the advertising industry needs to gain a stronger school presence. That’s how the IPA came to found the Creative Pioneers Programme, which offers 100 apprenticeships to school-leavers. This allows the advertising sector to gain a stronger school and university campus presence, improving awareness of the industry among students weighing their available career options.

Banding Together

The IPA encourages advertising agencies to band together to create a unified front from which to send their message. This way, they will have a further and more powerful reach and will avoid sending mixed signals to young talent looking for career opportunities.

The IPA also encourages agencies themselves to develop ties with schools to figure more prominently into the career advice young talent receives and into these individuals’ decision-making processes.

Although youngsters have several different fields within the industry to choose from, these options remain stagnant throughout child- and young adulthood. This is why the IPA encourages agencies to reach out to school-age pupils, since the young talent needs role models and inspiration to guide them into professions throughout their academic development.

Business Expenses: Staff Churn and the Need for New Recruits

Staff churn is said to be the biggest business expense to the advertising industry, and at an alarmingly high 30%, something is surely not right. New recruits can take up to seven months to reach optimal productivity, and the time leading up to that moment can bring degraded client and internal relationships, according to former Razorfish COO Sydney Hunsdale.

LaunchPad Recruits' video interviewing platform is perfect for screening a large volume of candidates, allowing you to get a far better fit from recruits and, therefore, the lowest turnover possible.

This could be an indicator of a high proportion of employees being unsuited for work in the advertising industry and, therefore, of the need to recruit more suitable candidates from the school-age ranks.

Clare Hopping

Clare Hopping has been involved in the recruitment of both full-time employees and freelance staff for ten years. She specialises in recruiting staff via social media and digital platforms.