Hiring insights: What's happening in the Australian recruitment market in the Marketing and Advertising industries?

Dene Gambotto • Mar 01, 2022

What's happening in the Australian recruitment market in the Marketing and Advertising industries?
Our consultants are busier than ever working on an all-time high number of new briefs. Strong candidates are being snapped up quickly so unless agencies and companies can move candidates through the recruitment process relatively quickly, they’re missing out. The biggest challenge is that the market for talent has never been tighter, so roles are taking longer to fill, and hiring managers are faced with far less choice.

The contract or freelance market does not exist due to the lack of international candidates here to make that market possible. Counteroffers are common, salaries are on the up and teams are finding themselves under-resourced.

Why is there a talent shortage?
One of the key visas we rely upon in Australia for talent is the Working Holiday Maker program, with granted visa numbers down by 98% in FY 20/21 compared to the previous FY 19/20. The good news though is that in the first half of FY 21/22 we have seen a huge increase of 4194% granted visas!

However, there is an issue that although the visas are being granted, many of those visa holders haven’t yet moved to Australia due to hesitancy after our recent outbreak and lockdowns. In fact, between November 2021 and March 2022 only 5,600 WHM visa holders have arrived in Australia and there is an estimated 25,500 WHM visa holders currently granted that haven’t arrived yet.

Worth noting is that 32% of our roles in 2019 were filled by overseas talent - with close to zero in 2020 and 2021, but with border restrictions changing and WHM visa numbers increasing, we are expecting to see an increase in available talent this year.

Working Holiday Maker visas granted
FY 19/20 - 35% decrease from previous FY
FY 20/21 - 98% decrease from previous FY
Half FY 21/22 - 4194% increase from same period July 2020 – Dec 2020 (only 348 WHM visas granted in that period)

It's a candidate short market
A common misperception is that COVID-19 has meant there are lots of people unemployed looking for jobs, when in fact, most agencies and businesses didn’t make any redundancies, they simply reduced their employee’s days or hours, which have now reverted back to full time. They also did not hire junior talent and graduates throughout 2020 and 2021.

Applications per job ad are down
Job applications are a good gauge for the candidate market, indicating how many people are looking for or wanting to move jobs. In our 14 years trading we’ve never seen the average applications per job ad so low.

The desire to change roles for candidates is low as many have found that with the new flexible working arrangements, they are enjoying their role more. Candidates are also communicating that job security is important to them.

Our top tips for hiring managers


• Be quick! Don't delay in your turnaround times for booking interviews, giving feedback and making offers. Good candidates are looking at multiple roles, don’t let good talent get away.
• Be ready to increase your budget – we’re seeing salaries being offered up to 5-15% above market rates since the start of the year.
• We know Zoom is convenient, but it's time to get back to face to face interviews where possible. Candidates want to go into the office and get a feel for the agency or business.
• Retain your talent, do not gamble with going to market unless you absolutely must i.e. maternity or travel cover.
• Be flexible and think outside the box. Could your contract role be a permanent role? Can you offer flexibility in hours or options to work from home?
• If you’re working with a recruiter, give them a comprehensive brief. The more information they have to excite the candidate about the role and company the better chance you’ll have of securing the best talent.
• Wherever possible make it a permanent hire! Available freelancers are virtually non- existent so if there is any way to make your role permanent do so.

Get in touch with our team if you want to chat more about the current market, and reach out if we can help you with sourcing great candidates for your roles.


Our Agency Talent Consultant team
Senior agency roles - Sheryn Small sheryn@iknowho.com.au
Mid-level agency roles - Heidi Bennett heidi@iknowho.com.au
Junior to mid-level agency roles - Riza Karis riza@iknowho.com.au

Our Client-side Marketing Talent Consultant team
Senior client-side roles - Sheryn Small sheryn@iknowho.com.au
Junior to mid-level client-side roles - Rachel Hart rachel@iknowho.com.au

Sources:

https://www.abs.gov.au/statistics/people/population/migration-australia
https://data.gov.au/data/dataset/visa-working-holiday-maker


By Kristina Gerdov 01 May, 2024
Your guide to shorter term contracts in the marketing world.
By Kristina Gerdov 11 Apr, 2024
When 72andSunny asked us to help them recruit a new Client Services Director to spearhead their next stage of growth, iknowho Lead Talent Partner Sheryn Small got to doing what she does best.
By Kahli Fenn 27 Mar, 2024
Did you know that approximately 80% of people that start in a role will make the decision of whether they will leave in the first few months?Yikes! Talk about pressure to get it right. It’s like they say, you never get a second chance to make a first impression. So let us help you stand out and set your employee up for success! Onboarding starts before the start date Let’s not make the mistake of thinking that once the contract is signed that the hardest part is over. What comes next is your chance to shine! 1 week before the start date - get in touch with your new recruit to say you’re looking forward to having them join the team. Include where, when, and who to ask for when they arrive. If you don’t have this detail yet, let them know that someone will get in touch a few days before to set them at ease that it’s all organised and under control. Develop a structured induction program and block time in diaries for those involved to ensure that all colleagues have this time allocated and can plan ahead. 1 day before the start date - send them a text message. A simple “Looking forward to seeing you tomorrow!” can help new starters feel welcome and will calm any first day jitters. Ensure you have all tech ready to go, including computer passwords, logins, swipe cards etc. It’s a good idea to have IT on standby too as some sort of technical issue is bound to come up. 2. The first day Ever started a new role and looked around to realise it’s a ghost town? Not a great look. Plan to have them start on a day where the majority of people are working from the office rather than from home - we know that culture is key for marketers, so make sure they experience it at its best from day 1. Energy and vibe play a big part in this. Welcome pack. Include a “surprise and delight” when they first sit down at their desk. This could be a mixture of company branded items (like notebook and pens) to a handwritten card or note from them team welcoming them. You may also like to include some added details like the best places for lunch or coffee in the area. Think about your employer brand and tone of voice and what kind of welcome would best represent your style, after all, that’s what the candidate has bought into. I once started a new role and had 3 x coffee vouchers for the best café around the corner, it’s the little and thoughtful things that leave a lasting impression. Assign them a buddy - usually a colleague in a similar role that they can shadow and ask any questions about process, systems or where the bathrooms are! The line manager may not always be available so having this person helps them feel welcomed, supported and part of a community from the get-go. 3. Employee retention How you engage in the first few months is crucial to employee retention. Just as much as it’s time for the candidate to showcase why you hired them, it’s also time for you to deliver on what you discussed in the interview process too e.g. company culture, values, management style. It’s important to set your employee up for success by setting time-bound expectations and objectives, ensuring you’re both on the same page. Breaking these down by month and structuring regular catch-ups to discuss feedback are a great way to have open conversations around performance. E.g. Expectations from months 1-3 vs 3-6. In the first month, we recommend a daily more casual check-in for junior candidates and at least weekly for more senior candidates. Having these diarised, even if short meetings, are essential to allowing open discussion and ensuring everything in on track. We know finding the right person for the role takes time, money and effort, so ensuring you have a solid onboarding process in place is a crucial element to a successful hire. By investing in a well thought out and purposeful process that reflects your employer brand, you are not only investing in your new employees but also in the long-term success of the company. As your recruitment partner, we’re here to support onboarding new hires into your business to help you get the best outcome. Keen to chat on how we can do that for you? Reach out to one of our Talent Partners to discuss.
more posts
Share by: