Many creative individuals go to advertising or graphic designing schools in order to come back to their career as a graphic designer or to work up in an ad agency to make creative TV commercials and probably help business grow more. But such is not the case nowadays. Individuals have started enjoying the creative freedom that several tech giants (engrossed in content marketing) have to offer and often drop out of school to accept a full-time job at such tech firms.
Advertising agencies vs. Silicon Valley juggernauts
Advertising agencies have always looked forward to putting a premium on hiring some of the top creative talents available in the market. In fact, advertising agencies were the first ones to mark creativity and thought provocativeness as one of the most essential elements in their eligibility or the requirements section.
But these days, advertising agencies are having a hard time doing that. The task of hiring creative professionals appropriate for the advertising industry has intensified a lot more than earlier. This is because companies from outside the advertising sector are looking to hire young individuals with a similar set of skills. Moreover, tech firms like BuzzFeed also promise more creative freedom, money and sometimes even flexible working schedules to lure such creative professionals. J Walter Thompson, Executive Chairman of an ad agency believes that it is getting worse for the advertising industry. He added that ad agencies in the market are no longer competing just within themselves, but also with technology giants like Google (NASDAQ: GOOG) or Facebook (NASDAQ: FB) who hire such creative youngsters to boost their content marketing campaigns.
The talent pull away
According to Amy Hoover's (President – TalentZoo) estimation, more than 50% of the creative jobs available today rest within some or the other tech firm's hands. Designers, copywriters and content developers have started to move towards the tech industry in huge numbers, which is evident from the fact that the amount of such creative jobs held by tech firms was less than 30%, just half a decade ago.
The war for creativity
To state the fairness of the hiring competition, it should be mentioned that tech firms are not really poaching any ad agency employees in the midst of their career by offering higher pays or incentives. They are being recruited from the same educational institutions from where the tech firms had been recruiting for a long time earlier as well. But if experts are to be believed, this talent war is here to stay. Apart from tech firms looking to hire creative professionals readily, ad agencies have been notorious about their offered salaries. To keep hiring fresh creative talent straight from the institutions, ad agencies need to make sure that they convince their candidates about getting a chance to work with big brands and buzzy products. Because as said by Mr. Sheldon, CEO of Deutsch North America (an ad agency based in North America), 'talent is everything the advertising industry has, and ever had.'