Creative industries should support youth employment – DMA

Creative industries - Image by Nika Akin of Pixabay

The Data & Marketing Association (DMA) is calling on the creative industries to step up recruitment and support for entry-level marketing talent. 

At 11.7%, the UK’s youth unemployment rate remains worse than many other countries, and today more than one in eight (12.6%) of the UK’s under 25s are neither working nor in full-time study.

Creative industries should support youth

Talent has become of increasing concern to the data & marketing industry, and society more widely since the pandemic began. 

According to the DMA’s latest research insights, which asked 220 senior marketers what they believed were the biggest challenges impacting the data and marketing industry, ‘Retaining talent’ (53%) and ‘Attracting talent’ (49%) were seen as two of the three most significant issues, as well as diversity and inclusion (58%) – the most cited challenge.

Marketing growth and expansion plans were abandoned over the lockdown period, as survival became a business priority. 

A huge issue our industry now faces is that many businesses are looking to recruit at the same time, but data and marketing roles are notoriously hard to recruit for. 

Employers end up paying very high salaries/rates competing for a decreasing pool of people.

Diversity, inclusion, talent acquisition and retention are the industry’s biggest challenges, yet the professional world is still failing to attract the next generation of talent.

“With youth employment hit hard due to the coronavirus epidemic, DMA Talent remains determined to support young talent at a crossroads in their career who are seeking entry-level roles”, said Kate Burnett, General Manager of DMA Talent. 

“Marketing recruitment had a short-term outlook long before the pandemic – this needs to change. 

“There is a tendency across the industry to hire experienced people rather than grow, upskill and support our own people and the next generation”. 

“We need young people within our businesses for a number of reasons. They are essential for helping organisations to stay relevant to customers, bringing fresh insights and a unique perspective on how to attract a younger demographic.”

To help resolve this, the DMA has launched its Marketing Jobs board to provide trusted entry-level talent, who are keen, skilled & resourceful to organisations across the industry. 

This recruitment tool will encourage DMA Members to support young people into their first role, while ensuring aspiring marketers can apply for roles with ethical organisations who comply by the DMA Code.

Interested groups can visit the DMA website for additional information about its Talent’s initiatives and its Marketing Jobs board.