Editorial: Recognising recruitment needs

Scope Ketchum and The Communication Group are the latest consultancies to formally address the industry-wide problem of staffing by creating a dedicated human resource post. In an industry where every member of staff is expected to earn their keep by generating fee income, the appointment of such an apparently ’non-productive’ member of staff is a measure of the seriousness of the current skills shortage.

Scope Ketchum and The Communication Group are the latest

consultancies to formally address the industry-wide problem of staffing

by creating a dedicated human resource post. In an industry where every

member of staff is expected to earn their keep by generating fee income,

the appointment of such an apparently ’non-productive’ member of staff

is a measure of the seriousness of the current skills shortage.



Experienced PR practitioners are like gold dust and it is only by

continuing to plough back profits into attracting and training new

talent that the industry will continue to grow.



This doesn’t necessarily mean throwing money at potential recruits. Cash

benefits ranked a poor second to overall job satisfaction for

consultancy and in-house staff in the 1998 PR Week Salary Survey. The

lesson being that if consultancies want to attract and keep good staff

in a competitive market they need to devote more time, energy and

resources to training and development. The appointment of a human

resources director is an investment which will pay dividends.



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