Our industry needs a sea change, or risks losing talent to regional Australia
If you're not on the ground in Sydney's Surry Hills or Melbourne's Richmond, you're not even considered by agencies that call themselves 'innovative' and 'trendsetters', argues Nicola Swankie, a freelancer who moved to the Sunshine Coast last year. And unless the industry undergoes a sea change of its own, it risks losing top talent to thriving regional hubs.
I’m one of the swarm of people who have left the metropolitan hubs of Sydney and Melbourne, in search of somewhere more affordable, more family friendly, and involving a commute that’s less than two hours.
Having spent a combined 10 years in Australia’s two biggest capital cities, I moved to Queensland’s Sunshine Coast last year, and every week hear of an old colleague who has similarly relocated to the creative mecca that is Byron Bay (or the Central Coast, Surf Coast, Gold Coast or Tasmania). Many of us have had enough of the pressure and costs of city living, resorting to building our own, different kind of lifestyle.
My new home, the Sunshine Coast, is a good insight into the innovative thinking of regional Australian cities. In a few years, Maroochydore will have the fastest data connection to Asia on the east coast, as well as a connected Smart CBD. Companies like Youi and Huddle have set up shop here, and I’m positive that, over the next five years, many others will follow suit. But, until then, I’m making good use of my regional airport, flying in and out of contract roles and working remotely most of the time.
However, while I’ve had positive experiences, many agencies have found it difficult to adjust to me not physically being in the building for the full day. In fact, if you aren’t on the ground in Surry Hills or Richmond, you aren’t even considered.
As an industry, we are the creatives, the innovators, the early adopters, the ones who spot trends and help our clients stay ahead of them. The numbers show people want to (and are) going remote (and our industry is certainly not immune), supported by the technology that’s there and that works.
And yet.
Our creative, innovative, early adopting, trendsetting industry still has a culture of physical meetings, pitch ‘war-rooms’, and late night agency dinners.
It’s interesting that two agencies that have successfully adopted fully remote cultures (therefore allowing those in regional areas to work with and for them) are led by women who also live outside of the main city areas. Quiip offers around-the-clock social and community management solutions, empowering remote employees to work entirely in the cloud. And The Remarkables Group, for which I have recently freelanced for, has adapted their operating model to connect brands with influencers living all over Australia, using tech like Google Meet, Zoom, Slack and Basecamp to coordinate marketing teams across country Victoria, Perth, the Gold Coast and Canberra while still working closely with clients and colleagues in Melbourne and Sydney.
Examples like this prove that shifting your culture is possible. And it works. Diversifying away from city centres to create regional CBDs is healthy and necessary.
And if our industry continues to fail at accommodating employees located outside of Sydney and Melbourne? It will suffer from brain drain. Experienced talent will leave town and turn their skills into new startups (which the thriving regions are eager to support), join corporates embracing regional opportunities, or begin new careers in new industries.
Our industry needs a sea change of its own.
Nicola Swankie is a freelance social media strategist working remotely from the Sunshine Coast
Of all of the talent issues facing Oz Agency Land, I don’t think brain drain to regional areas is one of them…
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Hey LOL, your reaction reinforces her point.
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Hyland have been so fortunate to work with you Nicola and embrace flexibility to access your expertise, as we have others (we even had a Dubbo farmer/TV buyer). It’s not always easy to change ingrained behaviour but when you see the impact on quality of work, it’s very motivating. Aside from preventing the brain drain for experienced tree changers, remote culture would also help attract more regional kids to start their careers in the industry.
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Great piece Nic. I think there’s a quiet evolution going on at the edges of the industry. Newer, smaller and more progressive agencies and brands are embracing new ways of working and, therefore, accessing deeper pools of diverse talent and expertise.
I couldn’t be happier since moving the business and the family up to Byron Bay a year ago. It’s not without its challenges, but I recommend it to anyone willing to take a leap of faith. Be the change, as they say.
I also recommend agencies and brands engage tree/sea change professionals who have a background in the big city markets and agencies. We understand your pressures and requirements but can bring headspace and differing perspectives to briefs and business problems.
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Well written Nicola, and Esther/Hyland I salute you for your faith.
As one who has been fortunate enough to work remotely within the GroupM network both in Australia and the UK for the last three years
yes it is possible, and yes you do get your monies worth out of those people despite them not being across a desk or boardroom table from you.
(currently working from the northern highlands of Scotland in a role based in London)
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Interesting perspective Nicola…I’m about to move from Sydney to the Central Coast so your sentiments are encouraging even if I’m in a different industry!
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Thanks Esther, it has been great working with your team too. I great blend of being on the ground in Sydney for presentations and workshops and hunkering down back in the Sunny Coast. I didn’t know about your Dubbo Farmer – that is awesome!
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Thanks Matt, it is great you and your family have been able to make it work in Byron. Such a buzzy vibe there at the moment! I’ll be down soon.
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Hey @LOL I am certainly not saying it’s the only issue, but I can see it happening around me locally and throughout my network, particularly for senior talent with families
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Thanks @Mark, different industry but I am sure you will still lean on technology to manage your Sydney business and stay in touch with your people. Good luck with the move!
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“Risks losing talent to regional Australia”….?
So? Problem is …?
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