IN JUST 10 YEARS, DEGORDIAN GROUP WENT FROM 2 EMPLOYEES TO OVER 100 AND IS NOW OPERATING IN MULTIPLE MARKETS. CAN WE SAY PEOPLE THE AGENCY’S GREATEST ASSET?
The people are the agency, and the success of Degordian has been achieved by the people who work there. That is why we strive to turn all profits into investments in everything necessary for people to be satisfied. We recognized the importance of HR early on and dedicated ourselves to it. At one point, even Zagreb had just one Project Manager, while the HR team consisted of three people. Today, there are as many as seven in the entire Group. The culture we nurture every day is the starting point for satisfaction. All this is evidenced by the numerous awards for the best employer received thanks to the votes of our employees.
FOR A LONG TIME NOW, THERE HAS BEEN DEBATE IN THE PROFESSIONAL PUBLIC REGARDING (POOR) WORKING CONDITIONS IN AGENCIES, LOW SALARIES AND WORKING HOURS. WHAT IS THE ACTUAL SITUATION AT AGENCIES?
It is difficult to place the marketing industry into a single pattern. There are hundreds of agencies in Serbia, all characterized by specific conditions and interpersonal relationships, and it is unrealistic to make generalisations. The expansion of numerous agencies certainly tells us that agency life is still attractive, if not desirable. However, the opportunities offered by the market today are much greater than they were a decade ago. The diversity of these options leaves a lot of room for a job to be chosen by affinity, which was not so long ago considered a luxury.
STARTUPS HAVE NOWADAYS BECOME MORE ATTRACTIVE FOR YOUNG TALENT THAN AGENCIES. HOW CAN STARTAP CULTURE BE IMPLEMENTED TO REVITALIZE THE WORK OF AGENCIES?
Degordian emerged as a startup and even a decade later, many of its attributes retained the spirit of startup philosophy. The atmosphere in which startups develop can be a great career choice, but it also brings with it some challenges – instability, often chaos in business, which destroys this idyllic startup idea that people find attractive. It is similar with freelance jobs – because of career certainty, more and more people are turning to more formal jobs. Regardless of the business model, developing a quality culture within the company is crucial, and in many cases that can make a difference to potential candidates.
SHOULD EMPLOYER BRANDING BE A PART OF ANY COMPANY’S LONG-TERM COMMUNICATION STRATEGY?
Maybe not at every one, but it is necessary for most. I keep hearing that it is a bigger problem for management to find workers than to secure a job. That is why it is important for the employer to be attractive in public perception for further career development. However, employer branding should be carried out internally and externally in equal measure. Individual steps, such as a promotional videos or culture books, are just drops in a sea of activities that need to be implemented to ensure long-term results. As an agency with proven business culture set-up, Degordian can certainly be a great partner for companies that want to make a serious commitment.