Why Nobody Wants to Work For You: Advertising Edition
Creative recruitment agency UNKNOWN and Hyper Island, a global learning provider, have partnered this year to launch the groundbreaking campaign ‘Nobody Wants To Work For You’ (NWTWFY), aiming to address the challenges faced by the creative industry in attracting and retaining talent.
The idea for ‘NWTWFY’, says Ollie Scott, founder of UNKNOWN and co-founder of the project, came out of the agency’s recognition of the increasing challenges the industry is facing when it comes to retention and attraction. “This became obvious through conversations other UNKNOWNIANS have had with clients and candidates and through consistent messages we were getting via our podcast guests.” Then, UNKNOWN partnered with Hyper Island to kickstart the initiative to explore the issue in all of its dimensions - together, they put in place an exploration structure that would allow engagement with the problem by utilising workshops, podcasts, and written content with the goal of providing an honest investigation.
At the start, UNKNOWN ran a beta workshop in London with a contained group of 20 people, which pointed to several key challenges - outdated culture, lack of diversity, limited creative expression, and poor leadership practices. The conclusions were clear, Ollie is certain: “The time to act is now, because the talent drain from the industry is ongoing, and we need to address these issues before we lose even more of our best and brightest.” Following the London workshop, the team headed to New York and found the issues to be almost identical. Then, came the news that the UK is aiming to add one million new jobs to the creative industry in the coming year, which was somewhat of a catalyst for the continuation of the project.
Ahead of the very first year of the project, LBB’s Zoe Antonov speaks to Ollie about how ‘NWTWFY’ has progressed so far, his message to the C-suites of the world, and what the future holds.
LBB> Why did you choose these particular mediums for the campaign and what were you looking to achieve through them?
Ollie> This is the first year of the campaign, and we wanted to use this year to put the message out there and absorb as much qualitative and quantitative data as possible. We chose workshops, surveys, podcasts, and written content as our mediums because they allow for engagement, reflection and depth. In the future, we aim to create an action plan to start solving these issues with the industry.
LBB> Tell me about the initial launch of the workshops and what kind of findings came out of them. Did you look to have an open conversation with the industry and if so, what did you find out from those conversations?
Ollie> The launch of the workshops was an opportunity to open a conversation with the industry and learn from it. The findings that came out of these sessions revealed a deep-seated need for change and a desire for more supportive, diverse, and innovative industry practices.
LBB> The workshops started a few months ago now. What kind of changes have happened since then if any in the industry? What does ‘NWTWFY’ look like today and how is the campaign being continued throughout the year?
Ollie> Since the launch of the workshops, we've seen an increase in dialogue around these issues. The Guardian, The Drum and The Telegraph are just some of the publications which have spoken freely about the imminent collapse of the advertising industry. ‘NWTWFY’ is a global initiative, and we are aiming to absorb as much data as possible in our key local markets throughout 2023.
LBB> Tell me about the podcast that accompanies the campaign, as well as its other aspects.
Ollie> Our podcast ‘Untalented’ is up to 27 episodes and counting. Over the last six months, we have taken our guests through the ‘NWTWFY’ campaign and have baked in questions to try and get live feedback on the problems we believe exist. We hope and believe our podcast provides a platform for in-depth discussions and debates around these issues, and we feel that these conversations are not touched upon enough in other industry-related podcasts. Untalented is a space for us to dive deeper into the challenges we're facing and explore potential solutions further.
Shots from NWTWFY workshop in New York, 2023
LBB> When looking at the issues with talent retention and acquisition, what are the reasons that jump out the most and what are their fixes? Who does the onus fall on when fixing them?
Ollie> In terms of talent retention and acquisition, the issues of outdated culture, demanding clients, limited diversity, and poor leadership are the most prominent. The solutions, I believe, lie in addressing these problems directly: fostering a more inclusive and modern culture, expanding our creative horizons, and improving our leadership practices. The onus falls on everyone in the industry, from leaders and doers, to entry-level creatives.
LBB> What does the campaign urge its participants to do in the future so that the industry can change?
Ollie> The campaign urges everyone to be honest and vulnerable and to feel safe in joining the conversation. We are all part of the problem and there is enough finger-pointing in society right now. This is a time for humility, to be introspective and to have the courage to challenge and change the status quo where necessary.
LBB> Is change what is needed, or is a complete rebuilding of the industry needed? Can change fix what has already been set in motion for the past years?
Ollie> Both change and a certain degree of rebuilding are needed. We can't expect to fix all our problems by tweaking a few things here and there, but nor do we need to tear everything down and start from scratch. We’re conscious of the economic climate we find ourselves in, and to be honest, it’s difficult for agencies to apply long-term thinking right now. We’re adamant however, that the long-term sustainability of the creative industries relies on these topics.
LBB> How can an industry rooted in consumerism attract younger and diverse people who stand against the system, feel the need to change it or feel directly harmed by it?
Ollie> We need to prove that the industry can be a force for positive change and can adapt to better reflect the values of these individuals.
I think we need to forget the idea that profit is a bad thing. And focus on building profitable solutions for the problems that bother the younger and diverse people that we want within our businesses.
It's no longer good enough to say nice words. People, especially younger people, want to know what you are d-o-i-n-g, not saying to make the world a better place. Actions over words will attract good, fresh, new humans.
LBB> Turning advertising ethical is one of the ways to, many believe, attract that talent as well as keep it. But can advertising really become an ethical industry?
Ollie> It's certainly possible for advertising to become more ethical. The key will be to prioritise transparency, honesty, and respect for consumers. It's about striking the right balance between commercial success and social responsibility.
LBB> What do you have to say to the leaders in the industry that are responsible for these changes being put in motion?
Ollie> To the leaders in our industry, I would say that it’s okay to not have the answers. It’s okay to be scared of these issues. We all are. I’d say it’s a great opportunity to step up and accept our role in creating this problem, and our responsibility to be part of the solution. The responsibility also lies with all industry participants, to hold ourselves and each other accountable for making these changes.
LBB> What do you hope to see happen in the next five years when it comes to the paramount changes in the industry?
Ollie> In the next five years, first and foremost, I hope to see people having fun again. More importantly, I hope to see a more diverse, supportive and innovative industry. An industry that respects and nurtures its talent, and that can be a force for positive change in society. This year, to put the message out there and absorb as much qualitative and quantitative data as possible. We chose workshops, surveys, podcasts and written content as our mediums because they allow for engagement, reflection and depth. In the future, we aim to create an action plan to start solving these issues with the industry.
