Comms Council Industry young leaders group, the First Five Rungs has today revealed research that offers insights into what junior staff in the industry want and need.
The committee, with the support of leading insight agency TRA, conducted qualitative and quantitative research with a representative mix of regions, agencies, departments and experience level. Participants had a range of experience in their first five years, in a variety of workplace environments including network and independent agencies.
The research, which comes following an unprecedented global disruption from the COVID-19 pandemic, revealed three key themes which inform the FFR strategic pillars, ‘Prepare me’, ‘Manage expectations’, and ‘Catch up regularly’.
Comms Council Chief Executive Officer, Simon Lendrum, says the research offers helpful insights for agencies of all sizes to attract but more importantly retain the talented professionals entering the industry.
“Research led by young people for young people offers industry leaders compelling insights into what we’re doing well and where there is room for improvement. As we begin to welcome a whole new generation of communicators, understanding what support they need will play an important role in future proofing the industry,” says Lendrum.
Auckland Chair of the First Five Rungs, Zoë MacDonald-Mair of Quantum Jump, is anticipating that the industry will use the research as a way of guiding future decision making, to ensure talented juniors have long and fulfilling careers within the communications industry.
“So much has changed since our last round of research in 2018 that we wanted to provide an accurate snapshot of what juniors want and need in a post-pandemic world. This will help agencies really hone in on the things that make this industry great while improving other areas that may have been impacted by lockdown,” says MacDonald-Mair.
Key industry takeaways
To ensure the best support for newcomers navigating the early stages of their careers, agencies should offer thorough inductions and onboarding with clear information on industry roles, structure and process, the research revealed.
Newcomers also have a strong desire for transparency around pay and progression which prompts agencies to be prepared for these conversations.
One of many shifts in agency life brought on by the pandemic was the rise in working from home (WFH). While WFH brought a number of positives, it also had its downsides for culture too.
The research highlights a need for structure in WFH policies, encouraging agencies to pulse check internally to determine the right balance for them and focus on wider agency socialising to ensure the magic of agency life is not lost.
Finally, while lockdowns improved managers’ communication with junior staff, it appears these good habits have since waned following the return to the office. The First Five Rungs are encouraging managers to prioritise and maintain consistent and considerate lines of communication with their junior team members with regular catch ups to check in on workload and wellbeing.
For a deeper dive into the research findings, First Five Rungs are inviting C-suite and middle management industry members from Comms Council agencies to attend a zoom and in person presentation in early December.
To secure your attendance please register to book a free spot at: www.eventbrite.co.nz/e/first-five-rungs-research-session-tickets-468949018137
The First Five Rungs is a Comms Council initiative made up of young people across the communications industry, all with different experiences and levels of expertise, bringing invaluable insight to the committee whose mission is to help give industry newcomers the best possible start.
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