The Secrets To Building A Successful PR Team
For PR agencies looking to drive long-term growth and consistently outperform competitors, successfully recruiting outstanding talent is key.
However, this is often easier said than done.
The PR market is fiercely competitive, with many companies battling to secure the best prospects and strengthen their talent pool. There are a limited number of top candidates available for recruitment, meaning businesses need to find a way to differentiate themselves.
So how can PR agencies stand out from the crowd, attract skilled applicants, and build an exceptional client service team?
While there are many ways for PR agencies to establish themselves as an attractive employer, all of them revolve around one thing - prioritising staff needs. The agencies that place employee well-being at the heart of their offering (through a healthy work-life balance, workplace diversity, effective training, etc) will inevitably find more success when looking to recruit new talent and build a PR dream team.
Let’s explore some of the key factors that stand out to potential hires, and highlight a few PR agencies that have effectively prioritised the employee experience - and thrived as a result.
1. Work-life balance
More and more employees are becoming increasingly aware of the importance of a healthy work-life balance, and employers that recognise this are infinitely more likely to succeed.
For example, here at Harmonic, we’ve seen a huge amount of interest in a particular role offering a 4-day working week (with full salary) - candidates felt that the agency was placing a clear emphasis on mental health, and this was a huge motivator for applications.
There are also numerous examples of PR agencies being recognised and applauded for actively trying to improve their work-life balance. For instance, Hope & Glory (winner of ‘Best Midsize UK Consultancy To Work For’ in 2023) implemented changes such as banning work communications between 7pm-7am and turning away new business when capacity was low.
On a similar note, Blurred won the ‘Mental Health Champion Award’ in 2023 for their efforts to nurture and support employees. Some of their measures include cancelling Friday meetings, providing an £80 monthly well-being fund, and setting up fortnightly professional coaching for all staff members.
Agencies showcasing a strong commitment to their employees are in a great position to secure top candidates and establish themselves as appealing employers.
2. Diversity, equity, and inclusion
Businesses making a genuine effort to foster a diverse and inclusive workplace are also hugely attractive to potential employees. Not only does improved diversity invite unique perspectives, experiences, and contributions, but it also helps staff to feel more comfortable and accepted in an inclusive environment.
This is a major reason why we’re incredibly proud at Harmonic to be recognised as a B-Corp agency - a diverse work culture encourages individuals to share their thoughts openly, collaborate with colleagues, and ultimately achieve their full potential.
In the world of PR agencies, Blurred has also developed an extremely positive reputation in this department. The business was recognised as the ‘Best Small UK Consultancy To Work For’ in 2023 and has made huge strides to improve workforce diversity, actively seeking out talent from disadvantaged backgrounds and recruiting individuals from all walks of life.
Many promising candidates are now searching for agencies that champion DEI, and this can be a major difference-maker for companies trying to build successful teams.
3. Training & development
Agencies offering extensive training opportunities and clearly-structured development paths are also likely to gain a competitive edge when it comes to recruitment.
Candidates want to explore positions with businesses that can help them to evolve and reach new career milestones, with a genuine feeling of support and company backing.
For example, Citypress (winner of the ‘Training & Development Award’ in 2023) has focused on creating a more collaborative approach to staff development. Employees work directly with their line managers to set up annual reviews, with personalised plans that enable them to achieve their goals. 30% of training is also delivered in person to maximise engagement, while the agency has invested £150,000+ and 6,000 hours into company training schemes.
Blurred has also placed a strong emphasis on company training and was shortlisted for the 2023 Training & Development award. An annual minimum of £3,000 is spent on training for each Blurred staff member, which includes fortnightly 1-to-1 coaching sessions. The company also funds placements on the University of Cambridge’s Institute of Sustainability Leadership course, which is a topic that’s a big priority for the business.
A lack of career progression is a huge factor for many employees looking to move companies, and by investing in upskilling and staff training, agencies can make sure they’re retaining their best employees - as well as attracting new talent.
4. Benefits packages
Offering a compelling employee benefits package has never been more important for PR agencies. Candidates now expect a higher standard of company benefits, and with the cost-of-living crisis putting a squeeze on finances across the country, these packages can be the deciding factor when it comes to accepting job offers.
Not only do generous company benefits help staff to feel a greater sense of job satisfaction, but they also highlight businesses that are willing to invest in their employees.
CCgroup (winner of the ‘Rewards & Benefits Award’ 2023), for instance, implemented a cost-of-living support group that included financial well-being reports and financial resilience training for employees. On top of this, the company offered a £500 payment and tax-free grocery vouchers for workers on lower salary bands - as well as increasing salaries by an average of 19%.
The business also offers a range of other employee benefits, including life assurance packages, an annual well-being allowance, flexible working hours, and sabbaticals paid at 50% of the normal salary.
If PR agencies want to secure the best talent in the market, they need to offer tangible benefits that prove their commitment to staff members. Candidates can easily see through token company benefits, but will appreciate businesses that are generously investing in the well-being and morale of their teams.
The recruitment market is intensely competitive for modern PR agencies - but there are ways in which companies can gain a competitive advantage and attract the right prospects.
Focusing on supporting a healthy work-life balance, cultivating an inclusive workplace culture, investing in employee development, and offering compelling benefits can help agencies to establish themselves as a front-runner for top candidates.
Ultimately, it all comes down to prioritising employee well-being. All of the companies mentioned above have succeeded because they’ve committed to supporting their workforce, which has enabled them to recruit highly skilled applicants and retain exceptional teams.
If you would like to discuss potential hires for your team within the PR space, please get in touch with Casey at [email protected]