It is a common misconception that the best way to get ahead in marketing (both agency and client side) is to move jobs every three years or so, at each step negotiating a bigger package and a better title, taking the achievements in your last role to springboard you to the next. Whilst this churn can be very healthy and refreshing, there is also a downside which is counter-productive and has a negative effect on our industry.
The practice can create a culture where individuals are keen to make their mark in the short term, are less concerned with the longer term development or heritage of the brand and as such can be disruptive to well-founded strategic campaign plans. This doesn’t just impact output, it also has a massive effect on the relationship between agency and client. Stalling activity often still in its infancy, rebuilding rapport and chemistry with the new team, revisiting strategy and creative execution can be frustrating and de-motivating, with time and cost implications on both sides.
It’s all about balance. While change and challenge are good and healthy for people and business alike, so are context and continuity. If as claimed, 49% of people will look for a new job in 2016 (and it’s not about money,) why has it become a dirty word to be a keeper? If we recognise that our people are our ambassadors, and if they are strong then the brand is strong, so surely we should want to reduce job jumping.
As a small specialist agency we want keepers, so we invest in training and development of integrated communication skills and food service market expertise. We want every individual to share our vision and values, and understand the importance of their role at the agency. I am proud of the fact that 82% of our senior team have been with us for over five years, and I know their ingrained knowledge, experience and expertise is highly valued by our clients. In the current climate of uncertainty is now the time to reassess the place of the three year itch in our industry and the impact it has on productivity?
Fiona Rickard is managing director at Jellybean
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