letters... we are failing to catch top web talent
Dear Editor
As The Drum’s DADI Awards demonstrate, Scotland has a buoyant digital sector. These new awards reveal a genuine enthusiasm for digital creativity, which is tremendous to see. As a nation we have also led the world in games development and some of the most exciting digital technologies. But while we celebrate current success, can we honestly claim strength in depth, worthy of Scotland’s track record? I fear that we may lack the surge of enterprising talent which will ultimately feed the industry’s continued growth.
When trying to recruit web designers, we [Realise] seem to be hitting a brick wall. And I know we are not the only ones. A small pool of talent seems to prefer the safety and familiarity of one company or the freedom of freelancing, which says little for a dynamically growing sector.
To develop talent and build a successful digital sector, we have to continue to aspire to the big brand deals, seek business beyond our borders and embrace the more outward looking approach that defined Scotland’s arrival on the digital scene in the 1990s. Just as in the marketing and advertising industries, unless we show ourselves capable of working with the big budget accounts, new ideas and fresh talent will follow the brands.
I am delighted that the Dadi Awards have been launched and hope that they will become a permanent fixture. Recognising achievement is an important part of a vibrant creative environment. But the reality is that while recruitment is extremely tough for all digital agencies, the agencies too have to do more to develop talent and keep Scotland’s digital community thriving.
If this is a challenge that concerns you, I would be delighted to hear from you. It’s not too late to change things.
Fiona Proudler
Creative services director
Realise