HOW TO BE A GREAT EMPLOYER
As Campaign launches its Best Places to Work survey, Suzy Bashford reveals what it takes – besides a pile of cash, juicy job title and merciful boss, of course – to attract and retain talented people in marcoms today
Once upon a time, an in-house bar, pingpong table and lunchtime yoga classes were enough to make a marcoms company seem like a desirable place to work. Those days are long gone and, if these are still the linchpins of your people strategy, then you will inevitably lose the war for talent currently engulfing the industry.
As Helen Wright, head of marcoms at research consultancy Great Place to Work, says, the major shift has been from a focus on “tangibles”, such as pay and benefits, to “intangibles”, such as culture and leadership. “Creating a great workplace for employees is no longer seen as a ‘nice to have’,” she adds. “It is increasingly recognised that it is the only ethical and honest way to do business and a way that will drive productivity, performance and profit. More and more organisations are recognising that it makes sound business sense to invest in the workforce and workplace.”
Sean Barry, HR leader at Johnson & Johnson Consumer UK, hits the nail on the head when he says that top marketing talent today is looking for “so much more than a job”. As Campaign launches its Best Places to Work survey (see box), we consider the top ten factors that make for a great place to work today.