Recently in Trends Category

I was reading Tim McNamara's article in Australia's Desktop magazine (issue # 244 - November 2008) on Finding your Creative Path. Whilst the entire article was certainly quite thought-provoking, two particular paragraphs struck a chord.

Tim writes: "In an industry where technologies, methods, attitudes, pecking orders and, indeed, jobs change and develop almost on a daily basis, so too must employees. In the current employment climate - where employers are under increasing pressure from both market and economic conditions - people are understandably thinking about their own careers and how, through the storm, they can progress and come out on top."

He continues to describe how in addressing the career hopes and aspirations of professionals, as recruitment specialists, "we never lose sight of the fact that we are, first and foremost, interviewing people - individuals - and no two are the same. Put two art directors in a room and they may appear almost identical at face value, but scratch the surface and ask them where they're presently at in their careers or, better yet, where they want to be in their careers, and you're likely to receive two completely different responses."

It's so true ...

So in a tough market, riding the wave of the digital (r)evolution, what are you looking for? Hopefully you're looking out for Number One, but what's really pushing your career hot buttons?

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Many of us talk about how great it would be to have more flexibility in our work. Perhaps the ability to have a rostered day off every two weeks, to be able to work from home every now and then, or maybe even the option of getting into the office at midday and then working through till 8pm or 9pm - giving you a better work/life balance.

Aquent recently published its 2008-2009 Aquent Orange Book, the most comprehensive international salary survey for the marketing, communications and creative industries. One of the key findings in this report was that flexible work practices was the Number 1 retention strategy implemented by those businesses surveyed across Australia and New Zealand.

Clearly employers place a huge emphasis on flexible work practices, but what is the attitude of employees towards this relatively recent organisational phenomenon? I will try not to let the fact that I am actually writing this blog entry while working from home sway my personal opinion!

Have you ever stopped to think that being given more freedom in your working hours, or in general more flexibility at work could have an associated impact on your salary? Does being in the office less necessarily equate to a reduction in salary? Perhaps you'd look at flexibility somewhat differently if it did?

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I have been a senior marketer for many years now and recently I have really started to feel that marketing is moving more and more to a digital or on line function. Am I being a bit too paranoid? I hope there will always be a place for traditional marketing in the mix.

The Aquent Oracle says:

Whilst the concept of digital, on line or interactive is certainly being applied to many parts of the marketing mix, it would certainly be a long way off before the idea of marketing is a purely digital function. You raise a very valid point though, however rest assured traditional marketing will always play a key role. You are not being paranoid, but rather than thinking about the traditional "4 Ps of Marketing" ... perhaps you may want to keep a fifth one in the back of your mind ... P for Portals ...

I was recently reading an article published on BtoB online talking about the surge in the use of temporary staff and contractors within both the marketing sector and media industry in the United States. The idea of contracting or working as a temp or freelancer can have many different implications depending on where you are in the world. The article primarily talks about companies looking to reduce their full-time headcount during these somewhat uncertain times.

However looking at the concept of temping or contracting from an individual talent perspective in today's market may well come down to lifestyle choice. Being a professional temp or contractor can provide a broad exposure to many different industries as well as giving individuals more of an opportunity to strike a better work-life balance.

Contracting may well be the way to go ... with companies more likely to take on contractors in the months ahead this could be your chance to gain some experience in a sector you may never have otherwise considered.

What are your thoughts about contracting? Have your say or if you have questions about the idea of contracting please just ask!

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Take a look around you next time you are on your way in to work and you will notice two distinct groups of people.

There are those reading a newspaper, magazine or book, and then there are others bobbing their head up and down listening to their i-pod perhaps even simultaneously sending text messages or checking e-mails on their Blackberry.

There are those dressed smartly for work, and then there are others coming in to work wearing tracksuit pants, flip flops and U2 t-shirts while carrying a freshly ironed shirt on a hanger.

For the first time in history we have a workforce containing four generations, each with its own set of values, attitudes and outlook on life. Each generation also has its own views of authority, work and communication style.

It has been said that there has never been a more critical time to engage Generation Y. This is a group of predominantly 19 - 30 year olds that has been described (predominantly by organisational psychologists) as blunt and expressive stimulus junkies who are überconfident, technologically savvy, "socially networked", overly ambitious and optimistic. They are independent and goal driven and are said to be "like Generation X on steroids!" with high expectations for themselves, their employer and their boss.

Call me old fashioned (well hopefully not that old fashioned - I was born in 1971 and therefore fall into Generation X), but at work I have always been self-confident and optimistic, very ambitious, and I have always had extremely high expectations for myself and of my Managers. I have also only worked in roles and for companies where my own personal goals have been achieved, my colleagues have shared similar values, and I have always hoped that my personal contribution has made a difference.

So why is there an obsession with the google generation in workplaces all over the world today?

Stay tuned for an upcoming series of entries about the habits, needs, expectations and interactions of each of the generations at work.

But what experiences have you had that you may wish to share? Are you a member of Gen Y with a workplace story to tell? Are you a Gen X working alongside a Gen Y? What about a Gen Y working for a Baby Boomer?

The Aquent Oracle is really keen for your comments so together we can have a go at bridging the workplace generation gap ...

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