Can't Keep Talent? Keep 'Em In Town.
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Ad execs everywhere are being quoted in articles and on panels about the problems of recruiting and keeping talent. Let’s be real.
People move around. Some more than others. It’s an element that’s part
of this business, whether we like it or not.
So if someone does leave for another shop in town, I always believed no agency should see it as permanent loss. People come back, if you let them and you have the opportunity to benefit from their skills again. So why not make sure that talent stays close?
A couple of years ago, I thought Minneapolis took a unique stance on the recruiting effort — branding the city as an advertising mecca with MinneADpolis. Agencies including Campbell Mithun, Carmichael Lynch, BBDO, and Modern Climate post work on minneadpolis.com, as well as job listings. More important, the site also features a “Working Here” and “Living Here” section to get people to fall in love with the city.
As I said, the MinneADpolis branding idea has merit, but its presence has been fairly quiet. Career-wise, they haven’t had a lot to say. I’ve seen the same jobs posted for lengthy periods and I’ve seen some likeable work, but the Minneapolis ad community sells their town better than the tourist bureau. The agencies don’t seem to be in competition with each other. They just want you to come here. Live here. Stay here.
I think there is something to branding your area well and creating the likelihood that the talent will stick around. I would love to see how other cities – Detroit, Chicago, LA, NYC, Houston, St. Louis and others – would brand themselves.
Agencies benefit by creating a talent pool that all can choose from and I think shops benefit from good city branding even if the team rosters rotate periodically, because great people don't venture to parts unknown.
Now, so I don’t sound hypocritical: I was in the Detroit ad community for over 20 years before relocating to Chicago last year. I spent 12 of those years at Campbell-Ewald, but they weren’t 12 consecutive years. I left for a while, but I stayed in town and eventually returned. (I'd like to think I came back an even better creative.)
So if someone does leave for another shop in town, I always believed no agency should see it as permanent loss. People come back, if you let them and you have the opportunity to benefit from their skills again. So why not make sure that talent stays close?
A couple of years ago, I thought Minneapolis took a unique stance on the recruiting effort — branding the city as an advertising mecca with MinneADpolis. Agencies including Campbell Mithun, Carmichael Lynch, BBDO, and Modern Climate post work on minneadpolis.com, as well as job listings. More important, the site also features a “Working Here” and “Living Here” section to get people to fall in love with the city.
As I said, the MinneADpolis branding idea has merit, but its presence has been fairly quiet. Career-wise, they haven’t had a lot to say. I’ve seen the same jobs posted for lengthy periods and I’ve seen some likeable work, but the Minneapolis ad community sells their town better than the tourist bureau. The agencies don’t seem to be in competition with each other. They just want you to come here. Live here. Stay here.
I think there is something to branding your area well and creating the likelihood that the talent will stick around. I would love to see how other cities – Detroit, Chicago, LA, NYC, Houston, St. Louis and others – would brand themselves.
Agencies benefit by creating a talent pool that all can choose from and I think shops benefit from good city branding even if the team rosters rotate periodically, because great people don't venture to parts unknown.
Now, so I don’t sound hypocritical: I was in the Detroit ad community for over 20 years before relocating to Chicago last year. I spent 12 of those years at Campbell-Ewald, but they weren’t 12 consecutive years. I left for a while, but I stayed in town and eventually returned. (I'd like to think I came back an even better creative.)
Posted by Clifton Simmons at 4/27/2011 8:00 AM 
Categories: You've Been Schooled, Agency Life, Jobs and Contacts
Tags: Minneadpolis
Categories: You've Been Schooled, Agency Life, Jobs and Contacts
Tags: Minneadpolis
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