There is a global talent shortage impacting advertising. From the flexibility of freelance work to the allure of other industries, employees are choosing everything but returning to this industry. Why? Sink or swim management culture.

Candidates want to place their trust in a manager who will give them a growth plan, regularly check in on how it is going, and provide the tools and support to achieve it. And yet, so often, they do not find this support. The uncomfortable truth is that many agencies would rather spend their funds on award entries than management training. 

Look at agency job descriptions, and you will see an industry that wears its sink or swim ethos with pride. Terms like ‘self-starter’, ‘ability to wear multiple hats’, and ‘superhero’ all signal an environment that provides no support.

Here is the problem with the sink or swim mindset permeating the industry.

• Swimming in adland is loosely defined. Too many agencies judge whether you can swim based on whether you have won an Olympic medal. Winning at Cannes, The OneShow, and other awards only represent a handful of swimmers.

• Sink or swim culture encourages selfishness. With everyone fighting for air at the top before another wave of client requests comes crashing in, people will push others down in an attempt to save themselves. 

• Short term methods for survival don't set you up for long term success. Late nights, working weekends, not having any boundaries doesn’t net the results. What’s the point in being promoted or getting a raise, if you’re too tired to enjoy it?

This culture can drown anyone, but some have a better chance of treading water. Partners with stable careers, nannies, parents who will help offset the cost of living - all these privileges make it easier for some to “swim”.

Most people in advertising never receive any formal training. Take a moment to appreciate how crazy that is. Can you imagine how healthcare professionals, lawyers, teachers, pilots, would function if they didn’t encourage and mandate training?

Marketers aren’t “curing cancer”, but that doesn’t mean we are precluded from training. Barbers and cosmetologists across the nation are required to do at least 1000 hours of training before getting their license.

We cannot continue to standby and watch this culture submerge more careers. Here are a few tips the industry can take to right the ship. 

1. Onboard

Often people are stretching thin to overcompensate for lack of onboarding. Equip people with the proper tools so they can be successful. A guidebook on how the ship runs is more helpful than a life vest. 

2. Train at every level

The most training you’ll get in this industry is as an intern. The moment you become full-time, you have to figure it out. How do we make sure our talent is continually refining their skills? Are managers going through training before they become promoted into roles in which their careers center talent development? How are agency leaders sharing their wisdom on topics like public speaking, the art of pitching, and more?

3. Create systems that help us reach our goals.

James Clear, author of Atomic Habits, famously states, “You don't rise to the level of our goals. We fail to the level of our systems.” In order to create a better culture, you have to start at the very beginning. Job applications should call out strong management as a requirement for the job director level and above, candidates should be asked about their management style in interviews, and team retention should be incentivized.

We’ve already started to see this method work. In the great resignation people are going back to old managers and previous companies. Boomerangs are back. We are seeing signs that great managers are talent magnets. We can be better.

After a decade of being told to be “self-starters”, we should not be surprised that talent in this industry would rather freelance or go client side to meet their needs. Until agencies implement training and career development programs to grow and nurture their talent, they should plan for others to abandon ship.