Talent development in the advertising industry: Are you doing it right for Gen Z?

If you want Gen Z to supercharge your agency’s future, start by focusing on how you choose to grow them. James Ellis, Business Development Manager for Creative Alliance - the Advertising and Media Executive training provider for our industry - shows why building apprenticeships into your teams isn’t just smart talent strategy, it’s the key to unlocking your next creative powerhouse.

I took what is probably now the traditional route into a career in the creative sector. Did a degree in Film and Media, worked for free, making videos for anyone, started to make a little bit of money, got a lucky break and got a job as a producer at an advertising agency. It was messy, it was unclear and I got very close to changing career. I also realised, I learnt most of what I needed for the sector while muddling through those first roles, not from my degree. Mise En Scene never really came up (IYKYK).

So what happens to a sector that doesn’t cultivate and develop talent; well it means that ultimately you are taking from a smaller pool of talent.  There will be hundreds of people that potentially didn’t have the financial support I did, or the luck, or the guidance. Most other industries invest in the sector with fully realised talent pathways, apprenticeships and graduate schemes. Which means they get diversity of ideas and innovation with the people they bring in.

Apprenticeships can be a real answer to this concern, looking at larger agencies who are already ahead on this, developing core entry level apprenticeship programmes that support their teams as well as develop their workforce upskilling with higher level apprenticeships. Not only that but for the first time ever over half of young people coming out of college are looking at apprenticeships as a way to further their career. Are you going to miss out?

The Apprenticeship Strategy Behind OAC Marketing

So why are apprenticeship working for the agencies that use them:

1. It generates value and is cost effective

So lets get the elephant out of the room, you can pay a lower wage for entry level apprenticeships, even if you don’t go for the lowest minimum wage its often less than what you would normally be paying. You do not have to pay national insurance ( they have to earning less than 50K and under 25 years old). We even did a really helpful guide on how much you can save:

Scenario 1

• 19 year old Apprentice.
•  First job.
• 37.5 hours per week at National Minimum Apprentice Wage of £7.55
  per hour.

Scenario 2

• 19 year old Non Apprentice.
• First job.
• 37.5 hours per week at National Minimum Wage of £10 per hour.

Scenario 3

• 23 year old employee.
• 37.5 hours per week at National Minimum Apprentice Wage of £12.21
  per hour.

2. It supports your team quickly and boosts morale

Having an apprentice means you have someone to support your team. Often I hear “we don’t have the time, we are too busy”, firstly what new employee doesn’t take time? And if a change is going to be made to mean your team is working effectively and not over worked then adding in support might mean that not only do you get a new employee but also your current employees are not overworked and don’t leave. Not only that but apprentices are hungry and ready to learn. They know they need to get better and from training from the provider and support from the employer they get good, quick!

3. You can grow your organisation

We have lots of stories of companies that over the last few years have used apprentices to grow their business. 85% of Creative Alliance’s learners stay on with their current employer. Often apprentices then become the next line manager to help develop the next generation of growth. Building the legacy of your organisations culture and ways of doing things.

4. Apprenticeships provide the pathway for your company

Apprenticeships are not just for new talent. Apprenticeships come in levels. Level 3 is general entry level and then it goes all the way up to level 6 which is degree level. For example Creative Alliance’s marketing pathway could look like this – Level 3 Multi Channel Marketer – Level 4 Marketing Executive – Level 6 Marketing Manager. You can build a scheme that builds in talent development, ensures talent stays and develops responsibilities.

5. Government pays for this

All apprenticeships are at least part funded by the government, and often local authorities can have money to help with salaries, additional training, or onboarding.

Talent development is changing

Talent development is changing and apprenticeships are at the forefront of this, currently all of Creative Alliance’s programmes are embedding in AI training to all of its courses. We have the flexibility within the programme to adapt to the ever changing needs of the sector quickly.

Programs we offer

• Advertising and Media Executive
• Multi-Channel Marketer
• Marketing Executive
• Marketing Manager
• Content Creator
• Events Assistant
• Production Assistant in Video and Audio
• Production Coordinator
• Live Events Technician
• Data Technician

James Ellis is the Business Development Manager for Creative Alliance. The first ten years of his working life was working in TV, Advert and corporate video production, working for the likes of ASDA, BBC, ITV, Northern Rail and more. He is now a trained development coach in marketing, content creation and production and is part of the senior leadership team at Creative Alliance.

The opinions expressed here are those of the authors and were submitted in accordance with the IPA terms and conditions regarding the uploading and contribution of content to the IPA newsletters, IPA website, or other IPA media, and should not be interpreted as representing the opinion of the IPA.