Media Industry, encompassing of Advertising, Electronic media, Print Media, Public Relations & Communications, and Online interactive media, has always been responsible for making or breaking organizations. It is being faced by acute shortage of trained and skilled talent.
FICCI reports the industry size to grow by 19% year on year for the next five years. The current size of the Media industry is estimated as Rs.43, 700 crores and is expected to grow to Rs.1 trillion by 2011.
The talent shortage experienced is going to be more acute as the industry grows with such leaps and bounds. The demand of media talent is going to go up by 55% in the next two years. “The media talent shortage is compounded by the lack of trained or skilled personnel. As a recruiter one has been approached to poach entire teams from competing organizations,” says Mahalakshmi.D.M, head of Professionele Consulting India Private limited, one of India’s largest Media Talent Search agency.
Compensation and benefits in the industry also are virtually shooting through the roof. According to the research report which Professionele has conducted with its international affiliate, an increment of 45% is expected by employees within organizations. “Otherwise they prefer shifting jobs, at a 65-70% hike, which they are capable of getting from competitors,” she says.
Executive Recruiters Association attempted to address this issue, through a panel discussion-“Herbivores v/s Carnivores”-Talent staffing Approach in the media Industry; conducted by Professionele Consulting India Private limited, at The Grand Hyatt, on February 8, 2008.
The issues addressed were staffing approach, the search partners and the marriage of the media company and the individual, who choose a profession in this effervescent industry.
The panelists are of eminence from the spectrum of the Media industry. Mr.Govindraj Ethiraj of UTV News, Ms.Anju Kurien of Grey Worldwide, Mr.Ratish Nair of Interactive Avenues and Mr Amit Tripathi of id8 labs.The discussion was moderated by Ms.Mahalakshmi.D.M .The attempt was to evaluate options of talent nurturing and grooming, along with forecasting the demand for manpower requirements.
Govindraj felt that it was an impervious need of the day recruiting freshers. “It was surprising to find that people in the middle management level, were more than willing to shift into a start-up company, to be launched UTV NEWS. However, the junior level placements were a bit of a problem,” he shared.
As a representative of advertising industry, Anju Kurien felt advertising was a poaching ground for the media industry as a whole. She, was vociferous, about how even management students nowadays preferred jobs with high paying entry level compensations, shunned the advertising industry as a whole.
Interactive media represented by Ratish and Amit also expressed their inability to grow exponentially, due to shortage of talent.
In conclusion, Mahalakshmi.D.M felt that the industry was ripe for recruiters to treat it with due maturity, it deserved, as the supply demand gap of almost 20% could be a golden opportunity for recruitment fraternity as a whole.
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