Where are all the Aussies in our agencies?
In a piece that first appeared in Encore, Gary Nissim asks why there are so few Australians working in local digital agencies.
Over the years clients have often asked me why digital agencies don’t employ Australians. I’m obviously proud of the cultural diversity of my business – Australian, Brazilian, Chinese, Colombian, English (that’s me), Indian, Indonesian, and a token Kiwi – but it’s an important question: why are Aussies a minority within digital agencies?
It is important for a number of reasons, mostly because employing homegrown talent is crucial in future proofing our industry but also because it is better for business to have some locals on staff.
Agency employees born and bred in Australia better understand the brands we represent and the subtle nuances of this market – for example, here we search for ‘home loans’ not ‘mortgages’. Mobile penetration and consumption is among the most advanced in the world. We buy digital media through different publishers. Our market is unique – just because something worked in the UK or US doesn’t mean it will here.
There are three main bodies responsible for the discernible lack of Aussies in digital agencies and so the answer to the problem is also threefold.
Recruitment consultancies
The vast majority of CVs we receive are from foreign nationals – not foreign nationals in the country but people in another hemisphere. LinkedIn and the pull of moving to Australia make targeting foreign nationals the easiest option for recruiters. I don’t blame them for choosing the path of least resistance, but it’s the start of the issue.
Agencies
457 visas are easy to obtain and our clients’ requirements are immediate. We have a need and we cannot wait. The recruiters place a foreign CV in front of us and we employ them.
Education and universities
In our last graduate recruitment drive, we had 29 applicants, of which only one was born in Australia. Take that a step further, we’ve employed two interns in the past six months but never had interest from an Australian. This issue, and I do believe it to be an issue, is self-perpetuating and therefore the solution isn’t easy. It will take time and investment but the benefits are obvious.
The same bodies that are responsible are the ones that can break the cycle. Here’s how:
Recruitment consultancies
They need to find the most suitable candidates possible. What happened to old-school ‘search and selection?’ I’m happy to pay the additional costs needed to import foreign nationals to the recruiters if that helps. That upfront investment would stem the need to interview via Skype and would enable us to recruit candidates who understand this market and can hit the ground running.
Agencies
Agencies need to employ internal recruiters or find recruiters who are prepared to go the extra mile and headhunt suitable candidates. They also need to target current employees from traditional media and give them a new skill set. Curating graduate days ensures we’re building from the ground up, but we need to increase our involvement with universities, helping sculpt their curriculum and grow interest in the industry.
Education and universities
Among the possible career options for graduates, digital marketing has to be one of the most attractive. It’s fun, young, the rulebook hasn’t been written and the future is extremely bright. Universities need to do more to get their students interested in digital marketing, working more closely with the industry.
I’m not saying our organisation isn’t partially to blame but we’re taking steps in the right direction. We have instructed recruitment agencies not to send us CVs of candidates outside of the country. We’re actively recruiting graduates from local universities and are directly headhunting within the industry. It’s a small step, but we’ll continue to try and make a difference where we can.
Gary Nissim is the general manager of WPP’s Agency M.
This story first appeared in the weekly edition of Encore available for iPad and Android tablets. Visit encore.com.au for a preview of the app or click below to download.
My last job was a digital media biz who employed a large technical team, just about none of which were Aussies nor spoke particularly good english either. Primarily they were eastern europeans or Chinese, so I am assuming HTML code has simply become the new international language.
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Given the changes to the 457 visa program that have recently happened this isn’t really a major issue ongoing, unless the next government rolls those changes back. If anything I’d expect a lot of businesses are now going to struggle to fill roles with qualified people, Australian or otherwise.
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I am the token Aussie in a digital agency in Sydney out of a team of 14 (all poms). Not sure why however most Brits run the recruitment industry and then hire Brits I guess. If you meet a pom out at the pub I say so you’re in Recruitment and they normally respond “yes how did you know that”
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Ah, yes. And the plummeting industry standards are not helped by the agencies and recruiters who treat anyone over 30 with contempt. Talented, experienced, award-winning Aussie creatives are shut out of any chance to talk to a potential hirer because there is no response to their applications at all, or there is some pathetic non-reason when pushed. I know many great designers, art directors and writers who could do the jobs advertised with both hands tied behind their backs, but they never get to the starting line because they’re grown-ups.
The ageism in our industry is unbelievable. In the U.K, Europe and North America (and I’ve worked in all those places), experience and talent is valued above chronology.
It’s demoralising and depressing to be constantly ignored or rejected, so eventually we all give up and go quietly broke, clawing what little freelance work we can from people whose maximum age is 27. We teach (and you know how much that pays) and for some reason that’s considered o.k., but not to hold down a real job with a real salary.
If the industry thought to access the wealth of knowledge and mature talent that is under- or unemployed because they’re over 30/40/50, you’d see an instant rise in standards, accountability and engagement with our equally diverse audiences.
We could be passing on what we’ve learned while we learn new skills, and that would benefit both ends of the age range.
It’s not just geographic prejudice that’s sending our national standards into a downward spiral, it’s a demographic prejudice as well.
At least we can spell and structure a sentence. Maybe that’s the problem?
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I’ve been saying this for years! Despite the apparently very valid reasons being discussed, it does leave an air of racism and thus resentment. As a potential client I am not particularly OK with the blatant discrimination so many agencies employ in order to be at the “top of the game” and this actually does factor into who I would do business with. Food for thought.
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457 visa abuse by economic refugees.
On top of the greatest number of illegal immigrants (overstaying their visas mostly) hailing from Britain.
Kick ’em out. It’s a further insult to our indigenous hosts that we let the invasion continue.
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Few specific reasons.
1. The young Aussie digital generation is dumb, no seriously in comparison you will get couple out of 10 to be at the top of their game the rest just occupy space.
2. Young Aussie digital generation has no clue nor any understanding of Aussie way of life. Half either think the whole way of life is social media and can’t escape the US/UK generated hype. The other half who can actually think and lead are in other fields and industry.
The whole digital industry here is a lame effort to follow the hype and the Aussie generation is just in it to enjoy it whilt it lasts!
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Hi Gary, don’t clients generally prefer to work with agencies who employ the best available talent, not those with discriminatory hiring policies who might favour a mediocre candidate based on their birthplace?
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My passport says Australia, but my accent says England. Am I part of the solution, or part of the problem?
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I agree. We tend to over value the foreign over local experience. Such a shame. The locals have to sit back and watch these foreigners ruin great Australian brands. Time this industry got a shake up and took note of our lolal talent.
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Great Article Gary
Something we have been thinking about for a while. Huge issue is the University system in Aus. Of all the interns coming through the doors (and that is a fair few) who study a marketing degree or similar, none have ever been introduced to digital within their course. All the interns we speak to say it is not even an option and are actually surprised when I tell them this forms a core part of any similar University course in the UK.
There is definitely a reliance on the agencies to offer the training & education, which is fine, but generating interest from grads who see marketing and comms as a very traditional field is very difficult (and costs).
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This is a suggestion re graduates – ask them why they don’t want to work in agencies … that might give you an idea as to the barriers.
Then ask all the people who have churned in and out of agencies and ask them why they wouldn’t want to work at one again and what would make them return if it was solved.
Blaming universities/recruiters/anything but the actual agencies seems a bit short sighted … a lot of people (regardless of origin) don’t want to work in agency environments for a bunch of reasons to do with how these agencies operate.
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as usual, Aussies start shouting “they took our jobs” and english say “we’re more talented”.
This article is correct, we’d love to hire local talent, but they’re not applying for the roles. Foreign talent wants the work.
What’s more, to be allowed to hire talent from OS you have to have hired locally too – we need more driven and talented Aussies. Where are they??
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There has been a tonne of discussion recently on the education matching to business needs. This seems to be one part of the problem here. Secondly using traditional means to recruit seem to be falling over in these hard to place roles. We used http://www.yolpme.com/ and found that a lot faster and easier than through job boards / recruiters.
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Im a Digital Designer sitting at home with a great portfolio & experience and creatively lots to offer. Before you ask yes I have sent out resumes to small and larger agencies. Is it because I am Australian, because its puzzling me. Its sad to think that if I had just been from anywhere else (like my foreign friends), the cool spanish designer or whinged that my visa was running out I could have secured a fulltime job, Im off to pack my bags now…
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Must HAVE digital on your CV. If not, re-train at huge personal expense. NO jobs in digital. Feel deflated and confused. BUT Must HAVE digital on your CV. If not, re-train at huge personal expense. NO jobs in digital. Feel deflated and confused. BUT Must HAVE digital on your CV. If not, re-train at huge personal expense. NO jobs in digital. Feel deflated and confused. Feel deflated and confused… What a wonderful merry-go-round life isn’t….
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Holy crap!
“Skills and personal traits desired are:
Recent graduate, Strong interpersonal skills, Strong communication skills, Intermediate to advanced excel skills, Enthusiastic and quick learner, Decisive, Results Driven, Analytical, Responsive, Enthusiastic, Hard working, Positive Attitude, Timely, Dedicated, Open minded, Self-Motivated, Accountable, Solutions Focused, Conscientious, Ambitious, Confident, Communicative, Attentive, Good Listener, Problem Solver, Respectful, Passionate, Socia, Numerate, Organised, Approachable, Team Player, Client management, Time management, Project management
Applicants are required to have a basic knowledge of excel, have studied a science or maths based degree and have a hard work ethic. Interviews will be two stage starting with an HR interview and following with an aptitude test.
.”
“Why don’t new graduates want to work for agencies?” You tell me mate.
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Normally I post my real name and website / email address for identification because I’m not trying to be anonymous – but I thought I would comment.
I agree with some of the comments here, I am a youngish digital advertiser (Australian) – and I struggled to find a job. As mentioned in another comment it wasn’t even not getting the job that was the problem – it wasn’t even hearing back from the agency. I mean really, how many applications could an Aussie agency be getting that would stop them from even just an automated no email.
Anyway, after nearly a year with no luck in Australia – I got a break at a small agency in my home town and with advice from my manager decided to just leave this digital black hole of a country and flock to Europe.
Literally without even looking before I left, I had 6 recruitment agencies lined up once I arrived and in the first week attended 10 or so interviews (4 at “real” jobs and 6 recruiters)..
I was offered a job from all 4, and I now work at one of the biggest digital agencies in the world.
I don’t know what it is about Australian agencies – a sense of arrogance – definitely a sense of “who you know, not what you know” and above all else a seemingly disrespect for University degrees..
But I’m not looking back – don’t expect to be working in Australia again for a loong time.
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I’ve worked at 7 digital agencies in Australia and I can say for certain that not one of them are overrun by overseas staff to the point that Aussies are ‘the minority’. It’s not that bad.
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An interesting, oft-cited & much maligned topic on discussion here (as demonstrated by some of the ‘interesting’ comments made above – #6 – that’s you).
First off I’d like to say that it’s great this problem is being raised in a public forum. Awareness and action is the only way to potentially address what is an issue for the industry.
Before I start I’ll openly admit that I’m an English recruiter who’s been working here the past 4 years. I’m in my 8th year of practising in the industry, and this my 3rd continent. Hopefully this gives my opinions some credence. Right, now that’s out the way I’ll don my tin hat and get to the points at hand.
1) Recruiters are inherently involved in the process and therefore carry some of the responsibility. However, the burden of guilt they carry is one that is shared with the employer or agency for which they are hiring.
To suggest it is easier to find, engage and employ an overseas candidate is utter nonsense. First off, those who suggest the government are throwing around 457’s like confetti at a wedding are ill-informed. There are a number of pre-requisites that need to be met by both the employer (as highlighted above by someone else – a minimum amount of ‘local’ staff being the most pertinent) and the potential employee (years within profession & said profession being on the classified skills list). There is then the cost of the visa process to the employer. There’s logistics of not having someone in the country to interview face-2-face. There’s time frame’s associated with relocation. And finally, paradoxically, there’s the risk the individual will not assimilate and wish to return home.
So – contrary to the presumption made above, recruiters will only look outside of the local & national market as a last resort. For all of the reasons above – it is the path of ‘most resistance’.
*I should point out that all of the reasons I will highlight are tied to one another and that there is no one isolated factor as to why this problem occurs
2) Agencies need to recognise that they are a big part of the problem. Gary has touched on this ever so slightly, but it’s a perfunctory reference.
Hands-up who knows how many agencies have dedicated and full time HR teams? How about those that offer genuine work-life balance? Employee benefits packages? Staff development programs? Support for mothers & students who need flexible working arrangements? How about resource mapping and future talent structures? Graduate development programs for junior roles? No – me neither. There are few agencies (large or small) that deploy such things and this needs to change.
Digital professionals have options. Lot’s of them. The thin glossy veneer painted by the xbox 360 and horse statue you drop into reception isn’t going to cut it any more. There needs to be genuine substance and commitment to developing and nurturing your people & staff.
3) It’s interesting that with everything that’s been discussed above, nobody has thought to raise one of the most apparent potential reasons the ratio of Aussie staffers has dropped in digital agencies – growth.
Over the past 3-4 years we have seen exponential growth in the Australian digital industry. Digital agencies have multiplied ten-fold, traditional agencies have embarked on their own path of evolution and clients are now increasingly starting to build their own internal teams.
When you couple this with the fact that ‘digital’ is rapidly fragmenting into a number of specialised skills – it’s no surprise there’s a shortage of qualified people. This is not new. It’s happened all over the world, for many decades, and the answer has always been to look to regions where there is a developed pool of expertise with enough volume to transplant some of that expertise and fill the gaps.
And given we’re talking about growth, let’s look at the other end of the spectrum – professional growth. I would comfortably wager that the majority of areas people have difficulty finding Australian talent would be in the 3-8 years experience bracket. Why – because Aussies move overseas to gain different experiences, build their skills in a new market and further themselves professionally. Funnily enough – your antipodean cousins in the UK do the same, but in the opposite direction. It’s a talent transfer.
Finally the issue of education. Somebody is absolutely right in pointing out that Australian universities simply haven’t offered the right kind of courses with the sort of specialist subject matter that is going to make their graduates an attractive proposition to time-poor & training-light agencies. As for why their full of overseas students? because they are run like commercial enterprises and target international students due to the revenue it generates. And so the problem perpetuates.
The reasons are myriad, the solution also. What should be avoided is a finger pointing exercise as to who stole who’s job and what individual group is to blame.
–
Matt Chambers
S2M
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Matt, point #18 rings true for me as well, fresh out of uni, I sent along my resume and a cover letter to quite a few agencies, guess what I got in reply? Nothing. Not even the “Lolno” email that at least acknowledges that someone else has seen your missive.
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I’d comment but I’m afraid all the English people and Kiwis sitting around me will get me…
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Brilliant response Matt!!
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Forwarded to the Minister for Immigration.
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Mr. Chambers, “methinks thou doth protest too much”.
I think the point has been made squarely here: ‘agency land’, their management, and the recruiters who service them, have fallen into a bad habit.
The 457 door is showing signs it might slam shut, and it smells like a measure of panic has set in as the realization dawns that agencies and their recruiters have – unknowingly or otherwise – conspired a great disservice on the local population by not doing more to foster and grow a locally grown skill base.
Expats (Gary, Matt C – no offense intended) can hardly be seen to comment on the situation objectively, as primary beneficiaries of a problem they are a part of. I’m sure many beneficiaries of the system to date will cry foul and exasperate, but I think Gary has pointed out very fairly there is a prima facie problem.
I feel opportunities do abound in online, but when I advise young people today where to pursue opportunities and careers in online, I tend to steer them away from industry sectors that have created “457 glass ceilings”.
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From direct experience it is clear British recruiters in Australia are favoring their mates from the UK. I even had one English recruitment tosser state to me no one in Australia had the skills for the role when a friend of mine who also applied for that role worked for the very same company in the UK in exactly the same role for that company as the job advertised (he was Australian) but moved back here a year prior to applying for the role in Sydney. He did not even get an interview with the recruiter. There are many more examples of such situations. A subsequent consequence of such behaviour is that sadly there is a growing backlash whereby certain new home grown agencies are mulling over an off the record employment policy of no “british employees considered” – which yes is not good for Australia, agencies in general and most importantly agency clients…
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As someone who has worked in both digital agencies and client side, and prefers client side, you’ve all forgotten one of the most important reasons for this.
Digital agency salaries are low.
Hence the staff tend to be young, and often travellers. Or they’re from countries where the salary expectation isn’t high.
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Didn’t Julia Gillard bring in a bill to sort this 457 problem?
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@Liza, I think that’s the point.
The economics of supply and demand in the labor market dictate that if there is a shortage (ie. if is hard to find good people) then real wages should rise. If real wages rise beyond the rubicon of efficiency, then offshore hiring and/or outsourcing will become a viable option.
As you – and others – point out @Liza, real wages are effectively going backward in the online marketing industry, and yet 457 visas are virtually a “rubber stamp” for most recruiters and employers. This is restricting opportunities for young Australians (also highlighted in the comments here) and restricting wage growth, which – in turn – may be making the sector potentially unattractive for new local prospective employees.
I’d suggest that Immigration are likely to come down hard on both recruitment and quite a few of the online marketing sectors. And we should see that as good for future generations of Australians (and not just the ‘naturalized’ ones) if that happens – IMHO.
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First I’d like to say it’s good to see that digital (marketing) does actually exist in Australia, but viewed from offshore ‘commissioners’ and ‘decision makers’ in Oz seem about 5 years behind Europe and the US?
Secondly, what is meant by “Aussies’, Australian citizens or those with an Anglo Celtic name?
Is this more about a general attitude about internet, digital etc. in Australia where traditions or conventions die hard amongst baby boomers etc.?
Within international education i.e. universities, TAFE and private colleges there is a glaring ignorance and/or avoidance of digital and use of other languages (though their domestic websites seem to go with it) amongst generally ageing international ‘marketing’ personnel informed by the 1980s (fly in fly out events etc.).
Ironically, it seems that nobody knows how to do digital let alone implement and use optimally, even though working for institutions who teach digital marketing!
In this case the reason is simple for international education (and other industries), marketing is ‘big face’ and conventional ‘marketing’ includes status from international travel to events, conferences and seminars, plus other perks… digital, even if more economic and effective, forget about it.
Lastly, much trepidation around digital, not just marketing, but also administrative e.g. banks, govt. depts etc. slashing not just head count, but hierarchies upon which many senior management rely for their own status…. but the world has changed….
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