Nurturing Future Talent: The CEO's Perspective with Paul Phedon
I’m very fortunate to be the CEO of a thriving communications agency and I've had the privilege of witnessing quite a dynamic evolution of the PR and communications industry over the years. One pivotal aspect that continues to propel our industry forward is talent and how we can continually nurture future talent.
I’ve taken to writing this piece with the aim of underscoring the critical importance of mentoring potential entrants into the communications / agency world. I'll elucidate the myriad benefits of this practice, outline how we, as employers, can nurture and develop future talent, and highlight the reciprocal advantages for mentors and the broader team. And it’s all as a result of my personal experience.
The Journey into Mentorship:
My journey into mentorship really began when some of my former colleagues transitioned into lecturing in higher education, particularly at Nottingham Trent University in the fashion/sports marketing faculty (shoutout to my good friends and contacts, thank you!). When I embarked on my agency career, I started to receive requests from these ex-colleagues to share my knowledge and experiences through guest lectures so that students could get real industry insights. I must admit I felt honoured, and despite the demands of a busy life and honestly, the strong temptation to say no due to the daily work challenges, I consciously decided to seize such opportunities. It was a gratifying experience to engage with up to 50 attentive students in a single session, and the act of giving back to the academic community and students was genuinely fulfilling.
Over time, these guest lectures evolved into regular engagements. Savvy students would connect with me on LinkedIn and reach out, seeking assistance with work experience or mentorship. It didn't take long to recognise the rewards and benefits of this strategy. Notably, this began to attract highly motivated candidates, many of whom expressed a strong desire to join our agency too. One remarkable outcome was when I mentored a student from my initial lecture course, and she eventually became our agency's first recruit. In a delightful twist of fate, she later became one of our clients.
The Evolution of the Gung Ho 'Future Community’:
This journey led me to a realisation: why limit myself to ad hoc mentoring? I sensed the potential to formalise and broaden our mentorship efforts. Moreover, I recognised that students often prefer mentors who are not only experienced but also relevant to their contemporary context. I wanted my team to share in the same rewarding experience and this realisation prompted us to establish our own mentorship programme in 2019, known as the Gung Ho 'Future Community.'
Our programme commenced with a pilot scheme involving several team members mentoring students. Initially, our focus was on university-level students, but we envisioned extending this to school-aged individuals, thereby attracting younger talent to the industry.
The objective of our Future Community is to run a mentorship scheme which welcomes a group of young, talented individuals aged 18-25 each year. Our primary goal is to provide guidance and support as they navigate the intricacies of the industry but also expose the opportunities that exist. The Future Community programme is designed for young individuals aspiring to pursue careers in PR, communication, influencer partnerships, event planning, creative, shoot production and more.
The Importance of Mentorship Programmes:
We're passionate about mentorship for several reasons:
Giving Back: We foster an altruistic spirit within our team.
Exciting New Talent: This benefits both our industry and our agency, ensuring a continuous flow of talent into our agency.
Industry Leadership: It positions our agency as a frontrunner.
Diversity and Opportunity: We're committed to creating balanced opportunities and inspiring change- we recognise that some people are underrepresented in the creative workforce.
It's clear why agencies should embrace this approach, but it's just as crucial to invest in nurturing the next generation of talent.
Here's why I believe mentorship is so vital…
Sharing Knowledge:
Or the art of passing down wisdom! Our industry is dynamic, a constant state of flux, with new platforms and strategies emerging all the time. By mentoring newcomers, we ensure that the rich experiences and insights of seasoned professionals are not lost. We, as seasoned (OK perhaps old) professionals, possess a wealth of knowledge and experiences, which we're eager to share. This knowledge exchange is vital in preserving the industry's best practices and values.
Fostering Fresh Perspectives:
Mentoring budding talent has breathed new life into some of our work too. Our industry thrives on creativity and adaptability, and mentees can challenge the status quo, encouraging us to venture into new territories. This cross-generational exchange of ideas has the potential to input important improvement to our ideas and work through fresh ideas and perspectives.
Building Genuine Connections:
Our industry thrives on effective relationship-building- old school but still important in my book. Mentorship can nurture strong, enduring connections between seasoned professionals and newcomers and often blossom into collaborations, partnerships, and work! Effective mentors are gatekeepers, introducing their mentees to valuable industry contacts and aiding them in building a robust professional network, instilling confidence and empowering them to navigate and unlock opportunities.
Accelerating Skill Growth:
Mentoring can turbocharge the development of essential skills. Mentees gain hands-on experience and fast-track their professional abilities at an accelerated pace compared to going solo. Mentorship provides individuals with opportunities to refine their skills, learn from mistakes, and gain invaluable real-world insights.
The Affordance of Gen Z Insight:
For an agency like Gung Ho, where a significant proportion of our briefs are geared towards targeting Gen Z consumers, there are distinct advantages in having a mentorship programme. The direct access to Gen Z insights enables us to access first-hand knowledge of the Gen Z mindset and preferences, invaluable for validating or crafting strategies that resonate with this audience. Injecting fresh perspectives into the workplace and a breath of fresh air holds particular significance in creative domains like communications, where staying ahead of trends is imperative.
Furthermore, cultural relevance is key. Mentees and interns can play a pivotal role in keeping agencies culturally attuned, ensuring we consistently strike a chord with this ever-evolving audience. Their ability to discern inauthentic messaging is acute, rendering young team members indispensable to creating authentic and relatable content that aligns seamlessly with Gen Z's values and expectations. And there’s the obvious too, being renowned for their proficiency in social media —indispensable skills in today's communications landscape.
Bridging generational gaps is also key. Fostering a diverse mix of generations within our team facilitates improved communication and collaboration among team members of varying age groups.
Our Future Community is still developing but more of our team will get involved going forward. We have ambitious plans to expand the programme and aim to introduce younger and more diverse talent to our industry, helping them explore career possibilities they might not even be aware of yet.
The more we do this as employers the better for all. In summary, mentorship is a win-win-win-win scenario for the agency, mentor, mentee and the industry…ensuring our industry remains vibrant and relevant.
We're always on the look out for exciting new talent to join the Gung Ho Future Community.
If this is you, get in touch via: info@gunghoco.com