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GWA HRM Study 2009
25.01.2010
High proportion of graduates in GWA agencies
Frankfurt am Main, 13 January 2010. The number of graduates in German communications agencies continues to grow apace: already more than half the staff in agencies belonging to the German Association of Communications Agencies (GWA) have a degree. 32 per cent went to a traditional university, 26 per cent to a university of applied sciences and a further 7 per cent studied whilst working. These are the figures to emerge from the GWA's 2009 HRM study, in which 574 agency staff and 39 human resources managers took part. With this study, the GWA presents its first major stock-take of the staffing situation in its member agencies. The study also gives the lie to the preconception that people working in communications agencies have largely come in from other professions. 83 per cent of staff in GWA agencies have a specifically relevant professional qualification.
Many of the study's findings, however, do reflect prevalent assumptions about staff structure in agencies. Thus, at 34, the average age is relatively young. At 43 per cent, the largest proportion consists of staff in the 21 to 30 age group. Only a quarter of the agencies' staff is older than 41. Sixty eight per cent of advertisers are unmarried, three quarters without children. Overall, at 58 per cent, women outnumber men in the profession.
Moreover, it emerges that staff consider a personal network within the communications sector to be crucially important. To the question as to how they got their current job, 31 per cent of those polled responded 'personal contacts' and 23 per cent 'recommendation'. The second most important recruitment path is the online job advertisement.
Even given the difficult situation in which many agencies found themselves over the past year, staff satisfaction is high. On a scale of six ('Job does not correspond at all to my expectations') to one ('Job corresponds very well to my expectations'), the average came out at 2.4. 'Interestingly, this also applies to the work-experience students. The notion that they are just used as cheap labour by agencies is not supported by the findings of this study,' says Astrid Reissig, who is responsible for Human Resources issues in the GWA. 'Satisfaction is a factor that is becoming ever more important in the world of work, since staff cohesion and loyalty are not inevitably linked to material rewards. One indication of this is that agencies make real efforts to create an office atmosphere that people enjoy working in.'
Press Contact
Mirco Hecker
Tel.: +49(0)69-256008-31
E-mail: mirco.hecker@gwa.de
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