It’s time to rethink the idea that comms is a young person’s game
Susan Redden Makatoa spent 25 years in the comms industry before becoming a recruiter. She constantly meets candidates who have 20+ years of experience, but who are fearful. They're worried they'll be seen as too old. The fix, she argues, requires a shift in mindset from both hiring managers and candidates.
Comms is a young person’s game.
We hear a lot of that.
And while there are truly some amazing young practitioners across our industry, I’m calling BS on that stereotype, and not just because I am edging ever closer to 50, along with many of my peers. We all know we have plenty of productive years yet, with the added benefit of many years’ experience and learning.
And as someone who’s recently become a recruiter specialising in our industry after 25 years in comms, it makes my heart ache when I meet with candidates who have 20 or 30 years’ experience. They are humble and focused on finding challenging roles where they can contribute, but I’ve noticed something else creeping in: fear. They’re worried they may not be considered because they’re seen as too senior or not agile enough. Hiring managers worry these candidates might be bored, consider the work beneath them, or just be marking time until another role comes along.
That’s why both employers and candidates need a gentle reset when it comes to hiring practices for ‘ageing’ workers.
Hiring managers
Hiring managers: you need to have an honest conversation with your search team about what success in the role will look like, and the culture of the team and organisation. And you need to be open to a mix of candidates, for example, by de-identifying resumes and excluding current remuneration to show a commitment to diversity in hiring.
It can be easy to assume that very experienced candidates want a ‘bigger’ job than their previous one. But it could be a myth – they might be happier working in a smaller team, or having fewer direct reports. Not everyone wants to be head of function.
Remember, flexible work practices can be your friend. What if you could secure a ‘gun’ on a pro-rata salary who will boost your team’s capability? I saw this happen just this week in a leading independent agency, which shaped a part-time content director role around a sector specialist with 20 years’ experience.
And don’t be afraid to grill your search team about a more senior candidate’s motivations, or meet with them to check for yourself. For a newly-created financial services role recently, the hiring manager opted to meet candidates for an informal coffee for a ‘rapport check’ before the interviews began. It resulted in one candidate saying “not for me” and two becoming very excited about the role and culture.
Candidates
Showing currency is key – ensure your skills and your industry and sector knowledge is up to date.
Shrugging your shoulders and saying you ‘don’t do social media’ will quickly exclude you from a shortlist.
Do more than a quick Google search of the website before you front up.
Be able to demonstrate that you’ve continued your learning throughout your career – capture those short courses, conferences and training days. And consider investing in your own professional development if your current or most recent employer hasn’t, just as several of my recent candidates have done between jobs, taking on IAP2, marketing and business courses.
Be open to different types of roles – whether contract, agency, government, or in challenging industries or organisations going through change. Understand that you might need to pedal hard at first to adjust to new ways of working.
Work on your storytelling. One of my favourite things to do is to meet with new candidates and hear their ‘war stories’. But lordy, can it be a challenge to get them talking about the great work they’ve done. I remember asking one recalcitrant candidate about their work history. After some serious prodding, it turned out they’d worked on the transition in NSW ports from human workers to robots. If you can give great illustrative examples of projects you’ve led, it’ll make you more memorable with interviewers.
Whether you’re an employer frustrated by the war for talent, or an experienced practitioner looking for your next position, take heart.
There are options.
It just takes a little adjustment.
Susan Redden Makatoa is director, search at Temple Executive Search, specialising in corporate affairs, communications and government relations roles
Great points here for candidates and employers. I certainly fit the description of an experienced practitioner (cough cough, definitely not 30 anymore) who loves storytelling and ‘doing the doing’. I contract so I can do just that, not managing teams or occupying a senior role. In our world in the ski industry we have to be current, dynamic, content creators and more and I love it. My employer benefits from my years of experience and my deep knowledge of the topic and the landscape. I do feel the fear that I am getting too old in a media/marketing world that seems to be all about youth. Note to self – put eye cream on tonight.
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I don’t think the situation is desperate but it’s always good to talk about these things. If we get it right it’s a win-win.
PS I’ve seen your snow reports – no eye cream needed!
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A lot of very good practical advice here. I think the core tenants of excellence in communications can only ever be enhanced by experience, but there’s no doubt that layering the right approaches and channels over this bedrock is the key to staying relevant. It certainly irks me that experience can be challenged as a liability; reminds me of a certain recent female Presidential candidate.
Great article.
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Only in Australia do we have no GADs over the age of 50. Clients won’t pay for the expertise, simple as that, so the expertise goes to the clients, and then clients wonder why agencies don’t know as much.
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Thank you Susan! As a ‘veteran’ who has down the hard yards, founded and built two agencies from scratch, and now looking for part-time, contract work, I’m heartened by this article. As many of the books on older workers say, we work smarter, and furthermore, many of us are simply looking for work satisfaction, make a contribution and, most importantly, feel like we can still make a difference. In my experience many young practitioners today are very anxious and seek perfection; they are taking longer to get the job done. Most of us are not looking to take ‘your job.’ Been there done that. We just want to use our knowledge, experience and skills, and make a contribution.
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And I would have thought that the core tenet of excellence in communications would be to use the correct word and not a (near) homophone.
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Well said Janie and so true of the people we see.
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Great piece! Since I’ve joined Sydney Water, I’ve actively been seeking more experienced practitioners to join my team. Their knowledge, experience, ability to tell stories and build relationships has really helped establish our credibility as trusted advisors.
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Thanks Arli – the breadth diversity of Sydney Water’s stakeholders are sure to benefit from that experience.
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Great insights and thanks for flagging this as a mindset shift. Love the coffee for a rapport check prior to interviews – saves loads of time in recruitment process.
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Thanks Susan. It was such a good article. And very important one, especially from you.
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Sound commentary. It’s a matter of being up to date. At age 60, I have led the strategy and roll out of digital platforms for a significant enterprise, having been something of a nerd communicator for decades. People also underrate the value of judgement in digital interactions on social channels.
These interactions require no less discipline in messaging than issuing a media release, or managing relationships and reputation in more traditional channels.
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Bingo!
In addition, I find whining about American politics on Australian sites turgid and boring.
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I think you mean “done” the hard yards.
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Last time I looked, all the Nobel Peace Prizes, Oscars, Pulitzers, great films, art exhibitions, poems and truly lasting, memorable and quotable novels, were created by creative people over the age of 12.
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Well said! With 40 years experience building and managing clients and agencies successfully, it is a shame not to be using that accrued experience and skill for more than driving an Uber. Ageism sucks.
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The two best writers I have ever employed were a young woman straight out of university and and old bloke who had decades of experience in marketing and advertising. They are both excellent because of their commitment to their craft, their V8 brains, their eagerness to learn and improve, and a good dollop of natural talent. Here’s to hard-working humble people. Bugger their age.
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