4As releases 2022 Happiness Study to gain insights into current advertising employees

At least seven in every 10 employees are exploring job prospects with other companies regardless of how satisfied they are with their current employers, while six out of 10 see themselves working for another employer in the next two years, according to a study commissioned by the Association of Accredited Advertising Agencies of the Philippines (4As Philippines).

“Arriving at a time when employers are attempting to balance the convenience of working from home with mandatory in-office days, the 2022 Happiness Study was commissioned to gain insights into current advertising employees, 74% of which joined the workforce during the pandemic,” said 4As Chairperson Golda Roldan.

Gen Z (57%), Xennials (69%), and even Gen X (73%) expressed high levels of satisfaction, while Millennials represented the least satisfied group, with only 41% admitting to experiencing happiness.

At least seven in every 10 employees cited lack of long-term mentorship or training as their main reason for leaving, with at least seven in every 10 employees seeing their supervisors as friends and allies rather than long-term trainers. Furthermore, only four in 10 reported receiving adequate mentorship after the first year.

Four out of 10 respondents stated their desire to seek greener pastures through compensation and incentives.

The study also showed a clear generation gap when it came to the relationship between one’s loyalty to their company and that with one’s peers:

While 66% of Gen Z respondents expressed affinity with their peers and only 45% with their companies, respondents in the higher age ranges were more likely to find belongingness with their companies over their peers.

“All told, the study found that, while happiness was irrelevant to whether or not employees stayed, overall satisfaction could be increased,” Golda said.

“For Gen Z specifically, being the newest members of the workforce, purpose, and meaning were major factors in considering a workplace.

As for achieving employee satisfaction, incentives, adequate, ongoing training in an environment where they can grow professionally were key, enabling them to appreciate how and why their position will benefit them and the lives they’re curating,” Golda furthered.

The 2022 Happiness Study was commissioned by the 4As to determine the happiness levels and sentiments of talent within the advertising industry.

A quantitative online survey was conducted for the study from August 24 to October 24, 2022, which involved 38 advertising agencies.

This article was first published on Adobomagazine