It’s time to rethink the idea that comms is a young person’s game
Susan Redden Makatoa spent 25 years in the comms industry before becoming a recruiter. She constantly meets candidates who have 20+ years of experience, but who are fearful. They’re worried they’ll be seen as too old. The fix, she argues, requires a shift in mindset from both hiring managers and candidates.
Comms is a young person’s game.
We hear a lot of that.
A change in mindset from both candidates and employers is needed to keep older workers in the industry (image: iStock)
Great points here for candidates and employers. I certainly fit the description of an experienced practitioner (cough cough, definitely not 30 anymore) who loves storytelling and ‘doing the doing’. I contract so I can do just that, not managing teams or occupying a senior role. In our world in the ski industry we have to be current, dynamic, content creators and more and I love it. My employer benefits from my years of experience and my deep knowledge of the topic and the landscape. I do feel the fear that I am getting too old in a media/marketing world that seems to be all about youth. Note to self – put eye cream on tonight.
I don’t think the situation is desperate but it’s always good to talk about these things. If we get it right it’s a win-win.
PS I’ve seen your snow reports – no eye cream needed!
A lot of very good practical advice here. I think the core tenants of excellence in communications can only ever be enhanced by experience, but there’s no doubt that layering the right approaches and channels over this bedrock is the key to staying relevant. It certainly irks me that experience can be challenged as a liability; reminds me of a certain recent female Presidential candidate.
Great article.
And I would have thought that the core tenet of excellence in communications would be to use the correct word and not a (near) homophone.
Bingo!
In addition, I find whining about American politics on Australian sites turgid and boring.
Only in Australia do we have no GADs over the age of 50. Clients won’t pay for the expertise, simple as that, so the expertise goes to the clients, and then clients wonder why agencies don’t know as much.
Thank you Susan! As a ‘veteran’ who has down the hard yards, founded and built two agencies from scratch, and now looking for part-time, contract work, I’m heartened by this article. As many of the books on older workers say, we work smarter, and furthermore, many of us are simply looking for work satisfaction, make a contribution and, most importantly, feel like we can still make a difference. In my experience many young practitioners today are very anxious and seek perfection; they are taking longer to get the job done. Most of us are not looking to take ‘your job.’ Been there done that. We just want to use our knowledge, experience and skills, and make a contribution.
Well said Janie and so true of the people we see.
Thanks Susan. It was such a good article. And very important one, especially from you.
I think you mean “done” the hard yards.
Well said! With 40 years experience building and managing clients and agencies successfully, it is a shame not to be using that accrued experience and skill for more than driving an Uber. Ageism sucks.
Great piece! Since I’ve joined Sydney Water, I’ve actively been seeking more experienced practitioners to join my team. Their knowledge, experience, ability to tell stories and build relationships has really helped establish our credibility as trusted advisors.
Thanks Arli – the breadth diversity of Sydney Water’s stakeholders are sure to benefit from that experience.
Great insights and thanks for flagging this as a mindset shift. Love the coffee for a rapport check prior to interviews – saves loads of time in recruitment process.
Sound commentary. It’s a matter of being up to date. At age 60, I have led the strategy and roll out of digital platforms for a significant enterprise, having been something of a nerd communicator for decades. People also underrate the value of judgement in digital interactions on social channels.
These interactions require no less discipline in messaging than issuing a media release, or managing relationships and reputation in more traditional channels.
Last time I looked, all the Nobel Peace Prizes, Oscars, Pulitzers, great films, art exhibitions, poems and truly lasting, memorable and quotable novels, were created by creative people over the age of 12.
The two best writers I have ever employed were a young woman straight out of university and and old bloke who had decades of experience in marketing and advertising. They are both excellent because of their commitment to their craft, their V8 brains, their eagerness to learn and improve, and a good dollop of natural talent. Here’s to hard-working humble people. Bugger their age.