Recruitment research probes creative minds

A Blue Skies product story

Edited by the Marketingweek Marketplace editorial team Aug 28, 2007

A survey by Blue Skies has revealed that the new generation of creatives are driven professionals who work harder than ever, appreciate rewards above pure salary and embrace online challenges.

Blue Skies Marketing Recruitment's findings question previously held stereotypes of the creative community being commercially unaware.

The survey shows creative teams working increasingly longer days with 48 per cent putting in more hours than two years ago and a high number of creatives holding professional qualifications with over 80 per cent boasting a degree, MBA or diploma.

"It seems the creative side of marcoms has been needlessly suffering from an unfair reputation all these years and today's creatives are hard working, commercially aware and snapping at their Creative Director's heels to progress their careers," said Ben Vickers, Managing Director of Blue Skies Marketing Recruitment.

"With a wealth of talent the new generation is also looking ahead to fill the Creative Director's chair with 36 per cent of creatives believing they can do a better job than their boss".

Creatives are also the happiest bunch in marketing with nearly half of all respondents rating their job satisfaction at the peak of scale perhaps, in part, due to a substantial number (44 per cent) feeling they've achieved their childhood dream career.

Analysis of the reasons behind their fulfilment reveals that key factors to job satisfaction include salary (37 per cent) creative independence (5.5 per cent) and flexible working hours (52 per cent).

The digital world has also made an impact with creative teams wanting to expand their knowledge and embrace this new discipline.

Thirty-one per cent already work on a substantial number of digital campaigns but their appetite shows no sign of diminishing with 40 per cent of creatives wanting to incorporate more digital work into their creative product.

The Blue Skies poll questioned 599 professionals from across the marketing, PR, creative design and account management sectors - covering agency, client and freelance executives.