{"id":7397,"date":"2024-10-16T13:20:05","date_gmt":"2024-10-16T17:20:05","guid":{"rendered":"https:\/\/advertisingweek.com\/aw360\/2024\/10\/16\/100-agency-executives-say-talent-is-their-top-concern\/"},"modified":"2024-10-16T13:20:05","modified_gmt":"2024-10-16T17:20:05","slug":"100-agency-executives-say-talent-is-their-top-concern","status":"publish","type":"post","link":"https:\/\/advertisingweek.com\/aw360\/news\/100-agency-executives-say-talent-is-their-top-concern\/7397\/","title":{"rendered":"100+ Agency Executives Say Talent is their Top Concern"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\"><em>By Noor Naseer, VP of media innovations and technology, Basis Technologies<\/em><\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">The talent roller coaster in 2024 has many advertising executives thinking about talent management. With big tech <a href=\"https:\/\/techcrunch.com\/2024\/06\/24\/tech-layoffs-2024-list\/\">layoffs<\/a>, <a href=\"https:\/\/www.campaignlive.com\/article\/agency-performance-review-2024-making-modern-return-to-office-policy\/1866992\">return-to-work policies<\/a>, the Great Resignation slow burn, <a href=\"https:\/\/www.forbes.com\/sites\/jenamcgregor\/2024\/06\/24\/the-quiet-vacationing-kerfuffle-how-hr-can-embrace-ai-and-more\/\">quiet vacationing<\/a> behavior, and the struggles with finding and keeping talent, agency leaders have a lot to reconcile to end the year strong.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">A core part of my role is engaging and consulting clients and peers. So far this year, I connected with over 100 agency C-suite leaders across the U.S. to hear about their priorities, what\u2019s been challenging them and their outlooks for the future.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">A recurring thread in conversations has been about talent and leadership. Even with 2020 and staying-at-home in the rearview, the \u2018forever changed\u2019 nature of how we work has transformed the expectations of talent and how to best motivate them. Here are observations from agencies today.<\/p>\n\n\n\n\n<h2 class=\"wp-block-heading\"><em>Inauthentic communication kills company morale.<\/em><\/h2>\n<p class=\"wp-block-paragraph\">Without authentic threads of communication, trust breaks down between executive leaders and their teams.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">\u201cIf you get in the habit of saying what you <em>want<\/em> employees to believe without addressing observable challenges that exist in an organization, employees will notice that quick,\u201d said one media agency leader.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Canned statements or an inability to keep a pulse of the talent base won\u2019t bode well when trying to connect with employees or showcase trustworthy leadership.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">\u201cDelivering the message that you want people to believe doesn\u2019t mean they\u2019ll believe it,\u201d said another agency executive.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Leadership is under monumental pressure to deliver messages of change management. That may require addressing bubbling misconceptions that could be nipped in the bud if not left neglected.<\/p>\n\n\n\n\n<h2 class=\"wp-block-heading\"><em>Smart leaders don&rsquo;t pretend to know-it-all. <\/em><\/h2>\n<p class=\"wp-block-paragraph\">It\u2019s common for leaders to avoid tough questions they don\u2019t want to address &#8212; true even in forums like Ask Me Anything town halls.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">When pressing questions are met with unclear or evasive responses, teams are left worse off, feeling disrespected or ignored. A byproduct of those feelings can be demotivation, gossip and <a href=\"https:\/\/www.entrepreneur.com\/leadership\/youll-always-have-demotivated-employees-if-you-dont\/474777\">approaching work with low interest<\/a>.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">If leaders pretend to have insight into market or competitive dynamics that they can\u2019t possibly have perspective on, they lose trust and respect.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Know-it-all leaders are both ineffective and toxic.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">An agency president said: \u201cWhen there\u2019s company-wide calls, there\u2019s the meeting itself, and then the meeting after-the-meeting where employees share their thoughts with candor. Executive leaders aren\u2019t invited to those.\u201d<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Leaders can create trust by sharing why an answer can\u2019t be provided at the moment, other variables that are being factored that employees don\u2019t have visibility into, or what the timeline looks like to sharing more information.<\/p>\n\n\n\n\n<h2 class=\"wp-block-heading\"><em>Transparency around purpose of policy<\/em><\/h2>\n<p class=\"wp-block-paragraph\">Every company has its own workplace needs and must find a way to explain why it\u2019s enforcing its slate of policies. Are you 100% remote, 100% in office, hybrid? Why so? And when can employees work from home? Hiding the truth can backfire.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">What does enforcing a policy enable? How does it benefit the company? How does it benefit and impact employees? These are questions that both executive leaders and managers need to administer.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Messaging needs to trickle down to front line and operational teams, but the C-suite are not the ones that typically assess the impact and receptivity to policy.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">As one agency leader points out: \u201cIf there\u2019s upside for them, make it abundantly clear what that is.\u201d<\/p>\n\n\n\n\n<h2 class=\"wp-block-heading\"><em>Make space for growth of top talent <\/em><\/h2>\n<p class=\"wp-block-paragraph\">There\u2019s a massive gap between how companies view their talent and how the talent views themselves.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Over 60% of employers believe their companies offer ample growth opportunities, while <a href=\"https:\/\/finance.yahoo.com\/news\/great-resignation-effectively-over-now-192507915.html\">only a third of workers agree that they do<\/a>.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Commitment to ensuring the learning and growth of people at work can better position organizations to face marketplace shifts and advancements that will demand more skilled talent.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">\u201cTop talent want to maximize their potential. They won\u2019t stick around if the opportunities that align with development and growth aren\u2019t happening organically or being created,\u201d says an agency CEO with whom I spoke. \u201cBoth their future and the future of the workplace need to be minded simultaneously.\u201d<\/p>\n\n\n\n\n<h2 class=\"wp-block-heading\"><em>Utilizing AI&rsquo;s for efficiency <\/em><\/h2>\n<p class=\"wp-block-paragraph\">Despite all the fear, uncertainty and doubt, AI is not going to completely replace humans at agencies.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">The main benefit agency leaders want from AI is efficiency. Many professionals working in these spaces consistently state that they and their teams are inundated with repetitive, simple, low-value labor. This type of work, while necessary for the media and creative process, does not truly showcase the value that agencies bring.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Competing in the market means less time on low-value tasks and more time on strategy, critical thinking and impactful decision-making. It can lead to more time for teams to flex their talent and value.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Utilizing AI to automate portions of the agency\u2019s workflow impacts scale and capacity, but not in a way that reduces headcount \u2013 or so agency leaders tell me. They see it as a solution for growth and keeping their teams stimulated and excited, rather than just trying to keep up in the market and reduce costs.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Leadership teams feel it\u2019s critical to spend time strengthening and growing talent. This is the base from which their organizations can thrive. As much as they want to learn and better understand the minutiae of industry issues and problems, the number one problem to solve for is how to better partner with their own talent with shared goals in mind. In a people-driven business such as advertising and media, talent is the differentiator.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Leadership teams feel it\u2019s critical to spend time strengthening and growing talent. This is the base from which their organizations can thrive.<\/p>\n","protected":false},"author":7,"featured_media":7398,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","editor_notices":[],"footnotes":""},"categories":[1],"tags":[4],"topics":[2],"class_list":["post-7397","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","tag-culture","topics-editorial"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v28.0 (Yoast SEO v28.0) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>100+ Agency Executives Say Talent is their Top Concern | AW360<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/advertisingweek.com\/aw360\/news\/100-agency-executives-say-talent-is-their-top-concern\/7397\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"100+ Agency Executives Say Talent is their Top Concern\" \/>\n<meta property=\"og:description\" content=\"Leadership teams feel it\u2019s critical to spend time strengthening and growing talent. 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