The media industry is changing, and we’re seeing some really interesting shifts in where talent is coming from.
Traditional broadcasters and established production companies have long been at the centre of the media landscape. But audiences are moving, viewing habits are evolving and a new generation of content creators is building its own audiences outside the traditional media world.
A recent article in The Guardian highlights how traditional broadcasters are increasingly looking to work with creator-led production companies as they look to connect with audiences across platforms such as YouTube and TikTok.
It’s an interesting development and one that raises an important question for recruitment: are we looking in the right places for talent?
Read the full article in The Guardian.
The lines are becoming blurred
The distinction between traditional media and digital content is becoming less clear.
YouTube creators are building substantial audiences. Social-first production companies are working with broadcasters and brands, while established media organisations are increasingly looking to digital talent to help them reach new audiences.
The skills needed are changing too.
Alongside traditional production experience, organisations are looking for people who understand digital platforms, audience engagement, short-form content, social storytelling and the commercial opportunities that come with building an audience.
These aren’t necessarily skills that have been developed within traditional media environments.
What does this mean for recruitment?
At Impact, we’re seeing this first-hand. As a specialist media recruitment agency, we’re increasingly tapping into the digital content and creator market to find great talent for our clients.
We’re seeing how valuable experience gained outside traditional media can be, particularly in areas such as content creation, social media, digital production and audience development. vEqually, experienced people from traditional media have a huge amount to offer these newer environments. Storytelling, editorial judgement, production management and the ability to deliver great content are all highly transferable skills.
For employers, this means being more open-minded about where they look for talent. Focusing too heavily on previous job titles or traditional career paths could mean missing out on some genuinely exciting people.
A new generation of media talent
As the industry continues to evolve, I believe the organisations that succeed will be those that understand both sides of the equation: the creative and production expertise that has always underpinned great media, and the digital skills needed to reach audiences in new ways.
For recruiters, that means looking beyond the obvious.
For employers, it means being open to different backgrounds and experiences.
And for candidates, it means recognising that skills developed in one part of the media industry can create opportunities in another.
The media landscape may be changing, but the need for great people, original ideas and compelling content isn’t going anywhere.
At Impact, we’re excited to be working across these different areas of the media industry and helping our clients find the talent they need for what’s next.
I’d be interested to hear your thoughts. Are traditional media and digital content becoming one industry, or will the distinction continue to matter?