Extending the myth that great advertising can be produced on the fly- ignoring the hard work of studying the customer, the market and the clients unique selling position- we now have a new pimp for the creative superstars: thetalentbusiness.com
Comparing themselves to Creative Artists Agency- which is more of a rep firm than a placement company- brings a whole new level of sneer to the ad world. In an industry that already has proven itself unable to integrate, or provide pay equity, we now have another tip-of-the-hat to the good ol’ boy network concept.
Yes, bringing in top talent can help you refine a good plan, a good concept, or help you brainstorm- but, the idea that you can freelance a brand to stardom must end.
With the Internet making it really simple to share your skill set with the world- finding the right people has gotten easier, not harder. When was the last time you had to wait for a portfolio to arrive by FedEx before you knew what the person was capable of?
Advertising Age - Headhunting Has a Whole New Look
The former CEO of Bartle Bogle Hegarty USA has joined forces with Gary Stolkin, chairman-CEO of global recruitment agency Kendall Tarrant, to rebrand his business with no less an aim than creating the ad-world equivalent of the entertainment industry’s Creative Artists Agency — and, in the process, change headhunting as it’s been known.
Answer to industry ills?
Today the pair relaunches the London-based agency with offices in Shanghai, Hong Kong, São Paulo and San Francisco as the Talent Business, adding a 10-person New York office under the direction of U.S. CEO Lucy Meredith. As the name — a shift away from the stodgy legal-firm approach of putting the principals’ names above the door — may suggest, Ms. Gallop and Mr. Stolkin believe they can create a different type of talent agency at a time when the industry regards itself as being in a talent crisis.
“The industry is going through a big bang right now,” Mr. Stolkin said. “All the agencies say, or want to be able to say, that they can do everything: ads, digital, direct or whatever. But recruitment is typically done by recycling the same ad people. We wanted to create an agency that would cut across the silos of the different disciplines. We also wanted to come up with a genuinely global offering, so that we can find and provide a resource for talent all over the world.”
While silo-integration efforts always prompt industry skepticism, the Talent Business is backing its bluster with an internal fee structure that eschews the usual recruitment-agency model of paying each individual headhunter a commission on candidates placed in jobs. Instead, employees share 25% of the company’s pre-tax profit — last year Kendall Tarrant made around $3.5 million after employee bonuses were paid. By removing the focus on commission, Ms. Meredith said, the company will encourage sharing of candidates among recruiters and focus on clients’ best interests rather than on simply putting butts in seats.
The Talent Business is hoping strong branding across its website — thetalentbusiness.com — and other communications efforts will help turn the shop into a destination for people interested in changing jobs and take away the stigma of knocking on a headhunter’s door. As one media-industry recruitment consultant admitted: “At some consultants, there’s a belief that the best candidates are the ones you root out, not the ones who come to you. Good candidates probably feel the same way.”
The consultant doubted that mind-set could be easily changed, but Ms. Gallop and Mr. Stolkin think candidates should be asking recruiters to show them the money. They envisage something akin to a firm of sports or entertainment representatives, offering life coaching and job advice throughout a person’s career. “The reason we focused so heavily on the branding here is that if we get this right, the candidates will come to us,” Mr. Stolkin said.
No matter how good thetalentbusiness thinks they are- they have no clue about one type of search that executives use now: Google.
Their site, built in Flash, doesn’t show up in Google at all:
Your search - site:thetalentbusiness.com - did not match any documents.
Guess the first person they should place is someone who can help them with their own search results.