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Digiday+ Research: Going into 2022, agencies are still spooked about the Great Resignation

Digiday+ Research: Going into 2022, agencies are still spooked about the Great Resignation
Written by publishing team

The agency world heads into 2022 in high spirits, but great resignations — and talent issues in general — still loom large as the new year’s top concerns, according to Digiday+ research.

In November, Digiday Research polled agency experts on a number of topics, including how 2021 went for their business and what they think of their outlook for 2022.

136 agency professionals answered a question about what they expected to be their biggest challenge in 2022, and a quarter chose The Great Resignation from a list, overcoming many other options, including neglecting cookies, dominance of walled gardens, video scaling and problems The supply chain that affects advertising spend.

As per the anecdotal evidence, the issue of finding, retaining and retaining the best talent remains at the top of the agencies’ concerns as ever. Eighteen of the survey respondents chose to write in a response rather than choosing from among the available options, and about a quarter of those written responses focused on talent-related issues.

Like publishers, agencies largely enjoyed 2021, thanks to strong ad spending and a relative lack of disruption compared to 2020, when the entire advertising industry almost stalled in the second quarter.

This return to growth, combined with the endings of several hiring freezes that agencies implemented in 2020 amid broader uncertainty that year, created a “war for talent” that may have encouraged more agency employees to leave their current positions.

But good business has not protected agencies from some of the broader trends that have engulfed the entire world of work. As of November 2021, an average of 3.9 million workers quit their jobs each month, according to data from the Bureau of Labor Statistics, breaking the previous record.

38% of survey respondents said their agency lost someone to a major resignation in 2021, and just under a third said they expect their agency to lose people to the macroeconomic trend in 2022.

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