Talent market will remain ‘incredibly aggressive’ - PRWeek podcast on 2023 predictions

PRWeek UK’s Beyond the Noise podcast, which is published on alternate weeks, looks at some of the biggest issues affecting comms and PR. Download the podcast via Apple, Spotify or your favourite platform.

Our soothsayers this week are Fenella Grey, EMEA managing director and chair at Porter Novelli, and Tanya Joseph, MD, specialist services, at Hill+Knowlton. They join regular host Frankie Oliver, the founder of agency New Society, and PRWeek UK editor John Harrington.

"I'm an optimist," said Grey. "My glass is always half fall. If the pandemic is anything to go by, then confidence and PR spend should remain high."

Asked about recruitment challenges - and whether the 'great resignation' is over - Grey said: "I think it's more of a great reawakening - somebody else said it, but it's spot on. The talent market is going to remain incredibly aggressive."

She foresees a "continued push away from classical linear career progression", and also predicted more recruitment from outside the comms industry.

Joseph agreed that the great resignation is over, saying: "That dislocation people felt during COVID and post-COVID has dissipated. Their expectation of what a career looks like is completely different."

She highlighted a key industry challenge: agency staff wanting higher pay rises when it's difficult to ask clients for higher fees.

"Our employees are looking for reward beyond the pay packet, really. What's the experience of being part of your workforce like?"

The importance of internal comms will continue to increase this year, the guests predicted. Grey said around half of Porter Novelli's briefs have some element of employee engagement.

Joseph said: "The cost-of-living crisis is real and affecting everyone in our sector and beyond. How do you use comms in really effective employee engagement to make people feel this is a really important place to be?"

She stressed the importance of businesses engaging in public affairs at this time, with a general election likely to be 18 months away.

"The window is now open," Joseph said. "Both parties, Labour and Conservatives, are absolutely looking to businesses, to NGOs, to civic society, to help shape their policies."

The duo also discussed the importance of retaining diverse talent in the sector - and Joseph emphasised the need to "make people comfortable with the idea of conflict".

We also identify PRWeek's choice of Top and Flop of the past fortnight.

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