Generation post-pandemic

The first post-pandemic generation is about to enter the creative industries. Anoushka Dossa has been examining their expectations and aspirations.

Photo:

Belal Bassa

‘Generation post-pandemic’ will enter a workplace that has been fundamentally changed forever. So, what do they really expect from a career in the creative industries and what do employers need to do to attract them and ensure they thrive?

At Creative Access, we have over 10 years’ experience in supporting people from under-represented communities in the creative economy to access, progress and reach leadership positions within publishing, film and TV, music, theatre and beyond.

Over that decade, we have built a community of 60,000 people working in or aspiring to work in the creative industries, the majority of whom are from groups under-represented in the sector. This community gives us a unique perspective and insight into the industry.

We asked 800 school-leavers, students and graduates from this community to tell us about their expectations and ambitions for their careers. Here’s what they told us.

Reputation is everything

When looking where to work, this generation is most influenced by an organisation’s reputation, values and how well it looks after its employees, rather than whether it offers a good salary. Importantly this reflects a wider cultural shift, with a recent study of Gen-Z workers in the USA showing that 70% of younger employees want to work for a company whose values align with their own.

However, while reputation seems most important to this group overall, the majority (71%) of young people from Black, Asian and ethnically diverse backgrounds were most influenced by the diversity of the organisation.

This is something we consistently underline to our employer partners: you cannot attract graduates from under-represented groups without showing you are already making tangible progress in your diversity and inclusion goals. They need to see and be convinced change is already happening or they will choose to go and work elsewhere.

Challenge, inspire and excite me

When asked what most influences them when looking for their first industry role, the majority said a challenging, interesting or inspiring job description was more important than salary. We know from experience that a long, verbose job description, full of jargon can be a real barrier to attracting diverse talent. Including the salary bracket and replacing years of experience needed with the skills needed to succeed in the role is also critical.

Despite the pandemic and the challenging economic and geo-political climate, young people are surprisingly optimistic about finding work. Over a quarter expect to find a role within 3 to 6 months and a further quarter within 6 to 12 months of leaving education.

Employees must harness this optimism and hunger to learn, by focusing on the fresh perspectives, passion and creativity young people bring to a role, instead of how much previous experience they have. Any internship or entry-level role should be open to those with no experience.

Great expectations

But once in their first role, what do they expect from their new employers and their future careers? Historically new joiners in the creative industries were expected to ‘learn on the job’. This approach assumed some previous knowledge and was a barrier for those who had never set foot in an office before.

This generation by contrast expect to receive proper training not just in the skills needed to succeed but also in areas such as mental health and diversity and inclusion. They also expect their employer to provide them with or help them find a mentor.

Training and mentorship are two things we are passionate about at Creative Access and believe are the fundamental building blocks for a successful career, particularly for those from under-represented groups. Our internship programmes provide skills training as well as training on office and email etiquette and other ‘basics’. And every intern receives a mentor from day one.

Flexible friends

Perhaps unsurprisingly for a generation who have spent the last two years studying and even socialising virtually, a sixth also expect to be able to work flexibly. Offering remote or homeworking is a great way for employers to open up roles to young talent not based in London, or who have caring and other responsibilities to balance with work.

Gone are the days of slogging it out in a junior role with no clear progression. More than 8 out of 10 (82%) of this generation expect a promotion in the first few years of their employment. However, hopes to be promoted within the first 3 years dropped to 57% for people from ethnically diverse backgrounds, suggesting that not everyone feels as confident about their future career progression.

Leading the way

While 39% of ‘generation post-pandemic’ expect to be in a senior position after 10 years in the industry, it is surprising that not as many expect to attain leadership positions, work freelance, be self-employed or run their own business.

Wider trends suggest that the dream job is no longer the goal, in line with the growing concept of ‘ambition burnout’. After living through two years of uncertainty, as well as the rising cost of living crisis, this generation wants careers which provide stability and put their mental and emotional health first.

Overall, the data collated by Creative Access show that demystifying what roles are available in the creative industries is vital to create an accessible and welcoming sector for ‘generation post-pandemic’. Employers must be transparent with their values, create inclusive workplaces through training and be ready to attract, support and retain the next generation who are excited to enter the industry, but still have reservations about how they’ll get there.

Anoushka Dossa is Director of intern recruitment at Creative Access.

creativeaccess.org.uk
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@_CreativeAccess