The advertising industry is looking overseas, now that borders have finally reopened, to fill gaping holes in the industry talent roster.
And so far it's a slow burn, but with interest rising. Another factor is that recruiters in the UK and Europe are also eyeing talent in Australia and New Zealand to fill their own gaps in advertising.
At the moment there are more jobs than applicants. The latest MFA (Media Federation of Australia) census shows a 19.1% increase in the industry population, and higher-than-normal vacancy levels.
Australian media agencies employ a record 4,412 people compared to 3,703 in 2020 and 3,902 in 2019. At the same time, the industry has a vacancy rate of 12%, about double the normal levels of around 6% vacancy.
Has there been a sudden rush to get to Australia?
Monique Black, head of talent acquisition, Mediabrands: “It’s more a case of us being able to proactively approach talent in the UK, now that the borders are open, than people based in the UK making lots of approaches to us.
“There is also some talent starting to come through from Asia and India in some quarters, more on our digital/programmatic side.
“The opening of the borders has enabled us to apply a broader approach to sourcing talent, but steps are still tentative, and I believe it will be a slow transition back to the large numbers of talent relocating from overseas, that was enjoyed pre-pandemic.”
Lauren Keogh, Director of Talent Acquisition at M&C Saatchi Group AUNZ: “You don’t have to look far to find a reclaimed tagline that shines the light on the state of the Australian Talent Market. The War for Talent 2.0… The Great Resignation and a 360 spin to insight optimism in the ‘The Great Reshuffle’ and the ‘Great Job Boom’.
“As someone sitting in the seat, the sobering reality is that the situation is far from ‘Great’ and even further from over.
"This last week Seek reported a 37% reduction in job applicants and a 41% increase in job ads with January figures the highest in 25 years. Ratios that, put simply, are not in our favour.
“The opportunity for domestic mobility has never been greater. To ensure the opportunity for personal growth exists, we maintain our focus on creating a more connected employee experience. Bringing our people, our clients and our shared communities closer together than ever before.
“The parallel shift now turns to our international peers, addressing the hangover of broken trust and extending the invitation, with certainty, that our borders are open and so are we.
“Re-laying the foundations of opportunity, experience and adventure - there really is no better time for all of us to reclaim that ‘Aussie dream’.”
Recruiter Aquent says there is pent up demand for digital marketing and creative skills in Australia.
“Each year for the past 10 years or so, we have leveraged Aquent's UK & European offices to run campaigns that reach out to talent in that part of the world,” says Alex Kenning, Managing Director of Aquent Australia.
“These campaigns promote Australia as a destination to further their careers whilst also getting great life experiences.
“For obvious reasons we didn't run the campaigns in 2020 or 2021, but had done for many years prior to that - and we kicked it off again in February 2022, when our borders reopened.
“There are already encouraging signs for 2022.
“From 2016 - 2019, each year saw a slight decline in inquiries from, and of digital marketing & creative talent making a move from Europe to Australia, an effect we put down to the tightening of the visas available and eligibility criteria.
“This 2022 campaign has already seen a massive shift from 2019 and, whilst it's still very early days, we are seeing over double the amount of inquiries we saw in 2019.
“Talent aren't quite jumping on the next flight yet, but they are interested in learning about career opportunities and many seem particularly excited about the relaxation in the six-month work limitation for Working Holiday Visas rule - something I believe Aquent can really help both Working Holiday Talent and Australian employers benefit from throughout 2022.
“Our European colleagues have in the past run similar campaigns to attract Australian talent to opportunities in Europe and the UK.
“The 2022 campaign is kicking off in March 2022, so it will be interesting to see if the pent up demand of talent thinking of moving to Australia is seen with talent moving the other way.”
Industry recruiter Simon Hadfield, managing partner DMCG Global, Sydney, says it’s oo early to tell what impact the border opening will have on talent, and whether or not Australians are heading out again or UK players coming here.
Another unknown impact is those who left the cities for the regions. WIll they take to life in the tree/beach? It will take a while to find out.
Hadfield says there's been a huge amount of talent movement.
“The kids are inflating their salaries and the agencies are often over a barrel as they need to find solutions,” he says.
“Clients aren’t increasing their retainers but are also expecting more, faster. Combine that with the talent shortage already in place and the recent Freedom Day which could mean an exodus back to the homeland for many.
“Additionally, we have the visa challenges overseas candidates have for Australia these days and the global perception that we live in Scotty from Marketing’s lockdown police state.
“Some of the talent who were on 4-year visa’s back when the 457 changed to a 482 are now coming to the end of their Bondi holiday. The last thing any of us want to do is place someone into an ill-fitting role due to desperation.”
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