The War for Talent in the PR World!
We are all facing it aren’t we? The Public Relations Sector has been a high attrition industry, but it is facing an even greater challenge now as it gears up for a booming economy and The Great Resignation.
How do we attract the right talent?
How do we retain them? How do we motivate them and take them to the next level? Dr. Sudipta Sengupta ( Head MBA & PGD Programs, Head Industry Interaction & Assistant Professor, Faculty Member of Marketing & Entrepreneurship Chair, School of Management, G.D.Goenka University ) joins us on a #PRPOILIVE chat to discuss the talent gap.
In a candid conversation, Dr. Sengupta shared many insights which would be helpful to all of us to navigate, guide and mentor the new generation of PR professionals as they join the ranks.
Motivation Has Changed
This is a generation that is not always looking for money or many things, but for experiences. Unlike the previous generation that was in wealth acquisition mode the new generation is looking for real experiences which will add richness and meaning to their lives. The demographic of talent has also changed. One demographic is from metro cities, with a western mindset and who have access to the best education. The other is talent in Tier 2 and Tier 3 cities, who while they have access to the global world through the internet still hold on to the need to make their parents proud. In many ways they are also looking for individual self-expression, and a sense of belonging.
They are Risk Takers:
The new generation is open to risks and they are also looking for a gamut of roles. Unlike the specialist role many of the previous generation had taken, many of them are looking for multiple skill sets and are keen to explore various facets of themselves professionally. It would literally be no surprise to have an aspiring investment banker interning with a PR firm, while a budding PR professional may want to try their hand at becoming a chef. This makes the fight for talent across industry and not just within the same pool.
The Issue of Vertical Defiance:
The new generation is not one that understands or respects hierarchies very well. They are more comfortable in flat organisations and are looking to scale up faster. They also have an overarching need for horizontal acceptability and look for greater acceptance from their peers. This is also a generation that lives in a virtual world and the place of work’s reality can be overwhelming for them. Giving them the most menial task can take away from their motivation, thus organisations need to enroll them into the big picture to make them see their role in the entire process.
Widen the Talent Pool:
As firms look for more talent to join the ever-rising demands of the workplace, universities and colleges are also rising to the talent by running programmes that help the transition from campus to the workplace easier. Another important tip shared by Dr. Sengupta is to widen the talent pool and hire from Tier 2 and Tier 3 cities. It’s possible the new recruits may not have the complete skills for the workplace but they do replace that with eagerness and the right attitude. Companies need to start investing in ‘skilling up’ potential candidates as opposed to fighting for a small talent pool of already skilled up candidates. This will help in two ways, retaining employees who feel they get back from the organisation beyond monetary benefits and it will also allow companies to get more recruits to fill in positions.
The workplace has truly changed in the past two years. Covid has induced more isolation and greater questioning of self-worth across sectors. The PR industry is no different. It’s time to redefine the entire work culture to make it more meaningful and rewarding for both employees and employer.
Share
Facebook
YouTube
Tweet
Twitter
LinkedIn