How to overcome the challenges of recruiting and retaining marketing talent in Asia
To accompany our Man About Asia series, The Drum is asking some of the region’s top marketers to give us their local perspective on some of the main opportunities and challenges Asia presents. Here Sarah Pruscino shares what she's learned about finding and retaining talent.
Man About Asia
Having worked across the globe in various HR roles, it’s evident that the Asian market is certainly one of many opportunities, but also many anomalies.
Looking first at the talent pipeline there seems to be a real disconnect between a sizeable pool of senior level candidates drawn from an international pool, and a large number of graduate level local applicants.
What is missing is the mid-tier talent with local experience combined with an international mindset, middle managers willing to get their hands dirty as well as leading the business agenda. This may be down to a number of factors including less mature markets (certainly in the media and advertising industry) combined with a relative lack of investment and focus on developing leadership and management skills in the region.
It may sound basic but your employer brand counts for a huge amount in this market. With many companies fishing in the same talent pool, a clear proposition is vital. In practical terms this means any business planning a long-term talent strategy in the region needs to be focused on a clear vision and considered approach.
Remember, candidates are becoming increasingly interested in incorporating their life goals into the work they do, so consider the long-term proposition of talent development.
Don’t just rely on your existing strategies and networks to provide you with success. Take time to understand the nuances of the audience; having a trusted partner on the ground can expedite your search immensely.
It is important to note there is high emphasis placed on academic excellence and qualifications in the region (rightly so). It is not uncommon to see multiple degrees, Masters and MBAs on what seem like dream CVs.
I would be the first one to encourage higher learning, however it is evidence of how the learning is applied that is critical to job success. The abilities to problem solve, apply learning, drive change and act with initiative are not always guaranteed even with a seemingly academically perfect CV.
Whilst there are certainly different approaches to be considered in Asia, and of course the talent shortage really does rear its head, there are great strategic and creative people working and living in the region. Just be careful to do your homework and not dive in with a one-size-fits-all approach.
Sarah Pruscino is regional HR director, Asia Pacific, at Lowe & Partners Worldwide