IF Gen Y is considered the most entrepreneurial generation, the young graduates from this generation who want to join the advertising industry have the work cut out for them.
For the third edition of the Graduate Fellowship Programme (GFP), the 4As is looking to mentor, train, and provide practical experience to more graduates than in the last two years.
“We started on a trial-and-error basis two years ago,” said Michelle Achuthan, who leads the 4As knowledge management portfolio. Since then, we’ve fine-tuned the programme with feedback from the trainers, agencies and the GFP graduates. We have an innovative and workable model now,” she said.
GFP, a three-month intensive training programme where selected candidates undergo on-the-job practical training at sponsoring agencies and theoretical training after work hours, was initiated by the 4As as a means to discovering, training and retaining talent.
In the first year, there were 16 applications and only four made the final cut. Last year, there were 20 applications, half made the cut with nine still working in the advertising industry.
Although applicants have to endure a scrupulous interview, the successful candidates are paid a monthly allowance of RM2,000 with the training fees valued at RM11,000, covered by the 4As and sponsoring agencies.
“We’re looking for candidates with a maverick spirit, creative bend and the right attitude,” said Achuthan.
She stressed that those who perceive the advertising industry to be glamorous, fun and games, and a place to rub shoulders with CEOs ought to consider other career options.
“The work pressure may be overwhelming at times, the long hours daunting and the starting salary may not be as competitive as with multinational companies. But for those who persevere beyond the traditional six-month term are assured of a rewarding career.”
The GFP is, in some measure, a pipeline for attracting competent creative, planning and account servicing executives. Survey results show that candidates who have undergone the GFP are performing well ahead of talents recruited through normal channels.
“GFP graduates can deal with clients, brainstorm in a team for ideas and are more adept in recoiling from rejections. In tracking their progress, I’m confident that these graduates will play an important part in curtailing the high turnover rate in the industry," said Achuthan.