Retaining and growing talent in marketing teams
13 Dec 2024
“Talent is not a means to an end – it’s the end itself.” – Roland Glass, CCO at HelloKindred
Retaining and nurturing top talent is more than a challenge in our complex marketing universe; it’s a necessity. AI evolution, hybrid work setups and changing employee expectations mean that leaders need to rethink how to up their game in attracting and developing their teams.
In this Propolis Leaders’ Forum podcast, marketing executives talk about what’s working for them, what’s not – and what may lie ahead.
1. Understand individual motivations
“Depending on where you are in your career, your motivations differ.” – Sarah Thomas, Group CMO at CapGemini
Opportunities to explore different marketing disciplines can keep junior employees engaged and curious. ‘Stretch’ assignments and exposure to new challenges are critical for senior team members.
Invest time in understanding team members’ aspirations and tailor opportunities for them to achieve those within your working environment. Providing room for rotation and growth across departments nurtures a dynamism and flexibility that never gets stale.
2. Accept turnover as an opportunity
“It provides headspace to promote internally or rethink roles.” – Nick Burbidge, MD of Deloitte’s in-house agency 368
While high turnover can seem daunting, take a strategic approach to inevitable departures: try reframing these as a chance to rethink roles and promote from within.
Embrace turnover as an opportunity to foster innovation and recalibrate team structures. Equip your teams to handle temporary pressures by employing contractors or flexible resourcing models.
3. Create a culture that feeds creativity
Retaining talent goes beyond salaries and perks – Sarah talks about how stepping into an agency that prioritised “feeding the creative soul” transformed her perspective. Simple initiatives, like giving employees time to reflect, recharge and pursue personal creative projects, can be game-changing.
Introduce policies that encourage personal growth and creative rejuvenation among your team. Even small gestures like creative thinking days or team-building exercises can make a huge difference to morale.
4. Develop adaptive talent
“The ability to unlearn, relearn and adapt is key.” – Roland Glass, CCO at HelloKindred
Fact: AI and technology are reshaping our marketing milieu. Adaptability is non-negotiable. This isn’t just about technical skills – it’s also about mindset: curiosity, resilience and openness to change.
Hire with a focus on mindset over technical perfection. Invest in upskilling programmes to prepare your teams to face emerging trends – this can ensure they stay ahead of the curve.
5. Build a culture that encourages retention
“When people leave, they should feel that they’ve grown professionally and personally.” – Roland Glass, CCO at HelloKindred
Never underestimate the importance of creating a workplace people want to belong to, especially when external motivators like pay raises are limited. A purpose-driven culture creates a sense of belonging and pride in one’s accomplishments.
Make sure that employees feel their contributions are valued. Celebrate wins, provide recognition and ensure your culture reflects inclusivity and respect.
6. AI: a catalyst, not a competitor
“AI should be our superpower.” – Sarah Thomas, Group CMO at CapGemini
AI’s potential to enhance efficiency and creativity is already a well-worn theme. And with good reason – whether it’s drafting content or personalising campaigns, AI is a tool that can elevate human creativity.
Encourage your teams to experiment with AI, not to fear it. Train your people in how to use AI tools to reduce mundane tasks – this frees them to focus on strategy and creativity, the reason we choose this career.
7. Encouraging career ownership
“Own your career.” – Sarah Thomas, Group CMO at CapGemini
While leaders should guide and mentor, employees who proactively map their aspirations often achieve the most significant growth. To support this, leaders must provide a framework that enables that growth.
Equip your people with career planning tools and encourage regular development discussions. Establish a culture of transparency and mutual support to build a bridge between individual aspirations and organisational goals.
The path forward
Retaining and growing marketing talent takes a nuanced approach that balances personalisation, adaptability and innovation. By fostering a supportive and creatively charged environment, leaders can ensure their teams thrive – even in challenging times.
What steps are you taking to future-proof your marketing team? HelloKindred can provide the coverage you need to handle overflow, under-resourced teams and unexpectedly expanding projects.
