Agencies battle talent loss amid relentless poaching
By Felicia Nwosu
The Nigerian advertising landscape is undergoing a dramatic transformation driven by a relentless wave of talent poaching, compounded by a widening skill gap, creating a challenging environment for agencies and professionals alike.
Data-driven analysis reveals the true extent of the poaching phenomenon, with turnover rates soaring and recruitment costs skyrocketing, highlighting the urgent need for sustainable talent management strategies.
The talent exodus, driven by both poaching and a widening skill gap, is reshaping Nigeria’s advertising industry, and agencies must prioritize ethical recruitment practices, invest in employee development, and foster a culture of loyalty and trust to navigate the challenges and build a sustainable future.
This phenomenon has transcended mere competitive recruitment, becoming a systemic disruption with profound implications. Agencies are deploying increasingly sophisticated tactics to identify and recruit top talent from their competitors, leveraging insider networks, attending industry events, and utilizing social media to scout potential targets.
The luring process often involves personalized pitches, inflated compensation packages, promises of rapid career advancement, and the exploitation of personal relationships. This calculated hunt for talent has devastating consequences for agencies, leading to depleted teams, delayed projects, and strained client relationships.
The loss of experienced personnel creates a vacuum, forcing junior staff to shoulder increased workloads and navigate unfamiliar territory, while morale plummets as employees witness their colleagues being lured away, fostering a culture of insecurity and distrust.
To combat this, agencies are scrambling to implement retention strategies, including increased salaries, enhanced benefits, flexible work arrangements, and more robust employee development programs.
However, the challenge extends beyond mere poaching. Ayodeji Razaq, the Chief Executive Officer of RED MEDIA Africa, highlights the growing skill gap, stating, “What that means is that we have even less professionals within the space and then the few that we have are picked by other agencies and it’s now an agency war where you have to almost have talent battle. That is not just happening only in Nigeria, it’s a global problem. However, what it then means is that there is a skill gap and it means that the rest of us who are in the space have to do a lot more work to bring young people into the office, into the market, and bring them into the industry.
This talent drain isn’t just about movement between agencies; professionals are also leaving to create new markets and communication avenues, further exacerbating the scarcity of skilled personnel. The impact on the industry as a whole is significant. There’s a heightened demand for training and development, with institutions and industry bodies needing to step up.”
Razaq acknowledges the efforts of associations like the Nigerian Institute of Public Relations, NIPR, adding that there is room for a lot more trainings. He also calls for experienced professionals to “pay back” by contributing their time and expertise to training the next generation.
For employees, the poaching phenomenon presents a double-edged sword, while some find lucrative opportunities and career advancement, others are left behind, grappling with lost expertise and increased workloads, navigating challenging transitions both personally and professionally.
The ethical implications of aggressive poaching are a source of growing concern, with some arguing that it’s simply a matter of competitive business practice, while others decry it as a blatant disregard for professional ethics and industry standards. Compensation and benefits play a significant role in attracting top talent, but the sustainability of this strategy is questionable, as agencies engage in bidding wars that inflate salaries and offer extravagant perks, potentially leading to unsustainable financial burdens and a culture of mercenary employees.
The Experiential Marketers Association of Nigeria (EXMAN) has taken a proactive stance in addressing the issue of talent poaching, engaging industry leaders in comprehensive discussions on the ethics of staff poaching, economic challenges, staff welfare, and the necessity of financial literacy during its 2024 Annual General Meeting, pointing out the anxieties simmering within the industry.
Angela Makinwa, EXMAN’s Vice President,didn’t mince words when she said that the lines are blurred, addressing the contentious issue of hiring from multiple agencies simultaneously.She highlighted the complexities involved, emphasizing the importance of ethical treatment of employees, the permissible extent and timing of poaching, and the role of staff training.
Makinwa’s emphasis on the “ethical treatment of employees” underscores the human cost of this talent war. She pointedly addressed how poor treatment of employees often leads to unethical poaching practices. “We must address the ethical treatment of employees, the timing and extent of poaching, and the critical role of staff training and remuneration. Fair treatment, remuneration, and equity are crucial in preventing poaching and promoting a positive work environment.”
The future of agency talent in Nigeria remains uncertain. As the industry evolves, agencies must adapt to attract and retain top performers. This will require a shift in mindset, a move away from short-term gains towards long-term sustainability. Agencies must invest in employee development, create a positive work environment, and foster a culture of loyalty and trust.
The talent war is not just a battle for resources; it’s a battle for the soul of the industry. As Nigeria’s advertising landscape continues to transform, the choices made today will determine the shape of tomorrow. The question is: will agencies choose to compete on the basis of ethical practices and sustainable growth, or will they succumb to the destructive forces of unchecked poaching?
RECOMMENDED ARTICLES
Comment
No comments found.