Only a quarter of creatives and marketers happy with jobs

Just one in four creative and marketing employees are happy at work, with a further third so dissatisfied that they are considering careers in other industries, according to research.

Three out of four creative and marketing workers are considering finding a new employer
Three out of four creative and marketing workers are considering finding a new employer

Aquent/Vitamin T, which specialises in creative, digital and marketing talent, found that a quarter of employees are actively on the hunt for a new job.

The figures reveal a greater sense of malaise compared with national statistics. In January, Investors in People revealed that 47% of people were dissatisfied with their existing jobs and were looking to move in 2018.

While Investors in People found that poor management was the biggest reason for discontent in the workplace, Aquent/Vitamin T identified a lack of progression as the most common reason (with 35% of the vote), followed by poor management (15%) and low pay (7%).

Yet, despite Aquent/Vitamin T’s reveal of a workforce on the hunt for new jobs, more than half (54%) of marketers reckon there is a dearth of talent and are finding it hard to recruit.

Productivity is being hit by an overly-bureaucratic corporate culture, according to 65% of workers, who say that output is damaged by meetings about meetings. Productivity is also adversely affected by high volumes of emails (58%), bad attitudes from team members (44%) and slow internet (50%).

The survey identified a shift in career motivations, with people more driven by a stimulating working culture rather than job security — 42% of marketers and creatives joined their current or most recent employer because the position looked exciting, while 46% used social media to see if a prospective employer was a fun and supportive place to work.

Personal magnetism also scored highly in terms of attracting new recruits, three-quarters of whom took the job because their new boss was likeable and inspirational.

Mike Berry, Aquent/Vitamin T's UK country manager, said: "In a competitive industry where six out of 10 marketing bosses are finding it hard to recruit quality talent, companies need to find an effective way of not only developing, but retaining good people.

"With a quarter of marketers and creatives unhappy enough at work to be actively looking for a change employers need to up their game. Our research indicates that ensuring staff can move that career ladder and receive structured training development is key to keeping people on board."

The findings were gleaned from interviews with 229 professionals in the creative, marketing and digital sector, including full-time staff, freelancers and senior marketers.

Earlier this year, Campaign reported that marketers have the best jobs in the UK, according to Glassdoor's ranking of the top 25 professions.