Letter - Don't give applicants too high expectations

I was not surprised by the results of the PRCA FrontLine Survey ('Survey finds most junior staff planning to quit PR', 16 February). The struggle to encourage junior executives into long-term careers is a trend that spans most marketing disciplines.

Although the level of training, benefits and hours of work are all contributing factors, the problem is often caused by the discrepancy between what an employer offers during the interview, and the reality of the day-to-day tasks involved.

Obviously, employers want to attract and retain the best team, but agencies need to be careful not to over-promise. The skills, ability and hard work required to get to the top should be stated from the outset, ensuring candidates are not disillusioned and can realistically set career expectations.

As PR attracts significant candidates, which is a key advantage over most marketing professions, it is time for the industry to align the image of working in PR with the reality.

Sinead Hasson, operations director, RPCushing Recruitment.

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