We recently conducted a survey with senior brand side and agency leaders into the realities of building, leading and growing a team. We looked at how important strong leadership is, and how bosses assess their own management skills vs how employees see them. Also, what traits employees consider important in a good leader and other motivational factors for both employees and leaders working in the creative industry.
The importance of good leadership
The data showed that brand side bosses are the most confident in their own abilities with 63% saying they consider themselves a good leader. Surprisingly, some managers felt they were not good leaders and did not even suggest that they were attempting to improve, perhaps pointing towards a general feeling of disassociation with their current role or company. There is also an interesting gender split, with only a third of female managers considering themselves good leaders.
It seems that we can’t underestimate the importance of good leadership with 66% of employees joining their company because they really liked their new boss and were excited to work with them. And 15% citing poor management as the reason they left their last job.
60% of employees said their boss was a good leader, which shows that if anything, bosses are actually doing a better job than they think. This is especially true agency side where only 35% consider themselves a good manager. The top 2 rated qualities for good leaders were being decisive and being able to admit when they’re wrong.
Employees and Employer Motivation
The majority of leaders are motivated by the idea of self-improvement and the challenge of stretching their intellect (63%), even more so than their salary and benefits package (51%). Socially based factors, such as shared team experiences or developing their team’s skills, are also key to their job enjoyment (52%). Only one in three of the leaders we surveyed said that driving business success for their firm was a key factor in them doing a good job at work. This is very surprising and goes against what you might expect. However it is mirrored in the global marketing sector with the recent move by some of the big FMCG brands to replace CMOs with Chief Growth Officers, suggesting that those at the top are examining where the drivers and focuses of their leaders should be.
For employees, their drivers were also around self-improvement with 81% saying their main motivation is learning new skills. 79% also said they are motivated by stretching themselves and improving intellectually. Although salary and benefits are important within current roles (77%), when accepting a new role 40% said they took it because the opportunity looked exciting, compared with just 7% taking their job for the pay.
We explore the effect of the current talent shortage and skills gap, what job satisfaction really means for both employers and employees, as well as a detailed look at what job hunting looks like in the industry at this time.
Our infographic uses survey data based on 250 client, employee and freelancer responses in the UK.