Pay Expectations and Flexible Work Priorities are Shifting – What Does This Mean for the PR Industry?

In the past couple of years, the world of work has seen some major shifts. The pandemic forced many of us to rethink our priorities when it comes to our jobs and careers. And now, a recent report has found that some of those priorities are starting to change again.

A report from People Management magazine found that pay expectations are now in "overdrive" with many workers prioritising higher salaries over flexible working arrangements.

This got me thinking about how these trends might be playing out in the PR industry.

As someone who's recruited for PR agencies for many years, I've seen firsthand how the job market and employee priorities have evolved. It used to be that flexible hours, remote work options, and a fun "agency culture" were some of the biggest draws for PR professionals searching for a new role. But it seems like the tables are starting to turn.

Nowadays, I'm seeing more and more PR folk prioritise competitive salaries and bonuses over things like unlimited holidays or the ability to work from home a few days a week. The cost of living isn't getting any cheaper, and I think a lot of people in our industry are feeling the financial squeeze. They want to make sure they're being compensated fairly for the hard work they put in.

At the same time, I've noticed that the "Great Resignation" trend hasn't hit the PR world quite as hard as some other industries. I think that's in part because many PR agency jobs inherently offer a certain level of flexibility and work-life balance, even if it's not an official company policy. The nature of PR work, with its deadlines, client demands, and irregular hours, means PRs are accustomed to juggling a lot.

So while flexible working may have dropped down the priority list for some, I don't think it's disappeared entirely, especially in our industry. PR agencies that can offer a compelling mix of fair pay, good benefits, and at least some degree of flexibility are likely to have the edge when it comes to attracting and retaining top talent.

Ultimately, I think the key for PR firms is to really understand what matters most to their employees right now. Is it higher salaries? More holiday time? The ability to work remotely a few days a week? A combination of those things? The agencies that can adapt and provide the right mix of compensation and benefits are the ones that will thrive in this new era of shifting employee priorities.

Gavin Watson

Managing Director - PR CROWD