Dive Brief:
- Almost half of professionals in creative and marketing industries said they believe advances in technology will create more opportunities for work in their fields, but 88% said keeping their skills current will prove difficult, according to a poll of 1,000 from the Creative Group and AIGA.
- When asked if they'd be likely to look for another job in the coming year, 35% of respondents revealed they were very likely to do so. Limited opportunities for career growth were cited by 29% as a reason to consider a change.
- When it comes to training and upskilling, 70% said they believe their company's efforts to prepare them for the adoption of new technology was fair or poor. Another 45% said their company's adoption of new tech was slow, according to the survey. Only 41% of respondents rated their company's training resources and opportunities as good or excellent.
Dive Insight:
The marketing sector, in particular, may be unprepared for the digital revolution, according to recent research; more than 80% of professionals surveyed revealed their company will need to invest in upskilling to remain competitive. App technology and leveraging AI are the areas in which these professionals wanted to gain a more in-depth knowledge base, the research found.
As more businesses are looking for creativity in their employees — innovation is one of the most coveted soft skills — enterprises must be prepared to encourage staff to take risks and try new things. Creating a culture of innovation requires a commitment from leadership and the broader workforce.
With the majority of workers revealing they are either actively looking or open to the possibility of a new job, businesses will need to work hard on their retention efforts. One way to lose workers, which may be impacting the creative section, is outdated technology, research has revealed.
