Wherever they see themselves, teaching English in Tai Pei or
hiking in Honduras, nearly a third of graduates expect to be out of
the industry in 2 years. Ouch!
What can agencies do to strengthen retention?
While attracting educated, inquisitive, adventure seeking
marketers into the industry in the first place has got to be a good
thing, what's not so good is that such a high proportion don't
intend to hang around. It's a significant wanderlust driven churn
rate that needs to be addressed. Sabbaticals? Extended
leaveoptions? Job sharing? Directorship fast-tracking?
Here's one clear answer - training. In fact training and
development was cited as the main reason why most digital marketers
left their first role.
Technological developments, best practices and industry
'thinking' move fast and it's essential that marketers workhard to
ensure their skills are at the bleeding edge. It's a knowledge
It's clear that agencies offering an educational environment and
putting a premium on ongoing knowledge refresh find it much easier
to retain talent. Those who don't, don't.
To find out more about our research: