Bella Patel, global chief talent officer, FCB, shares her views on the latest HR trends and fixes that ad agencies need to make to retain talent
In February 2022, integrated marketing communications company FCB promoted Bella Patel to the position of global chief talent officer. Her current mandate is to foster top talent that is helping the agency’s business and creative resurgence, fuel the company’s recruitment process, and work on retention plans. For her first market visit, Patel chose India. In an interview with Storyboard18, she says, “India is a critical market for FCB, and the energy of the talent here is infectious.” Patel also spoke at length about the latest HR trends, fixes that advertising agencies need to make to retain talent, and more.
Edited excerpts.
Q. Globally, there are several debates and discussions on how the talent pool in advertising is shrinking. What are your observations on the talent in advertising today?
I have a different take on things. I don’t think the talent pool is actually shrinking. They have far more opportunities out there. Today, with brands having their own in-house studio, global consultancies having advertising units, and everything in between, the options for candidates are far more stretched. Also, the industry is attracting professionals from varied backgrounds. In my view, there is no scarcity of talent.
What I think is, agencies aren’t looking beyond portfolio schools or existing advertising professional pools, while expanding teams. Agencies need to put some more effort into finding non-traditional talent. They also need time and energy to help them fit into the business and culture of the industry. It is important for agencies to do home growing and add structure to the way they hire. Agencies need to have programs designed for high schoolers. It is important to pitch advertising as an aspirational professional, just like many other industries do.
Q. Recently, the topic of moonlighting took the spotlight in India. Ad landers are known for moonlighting. It’s an open secret. In fact, some networks even encourage employees to take up projects to enhance their skill sets. What’s your take on moonlighting?