Retaining Talent in 2025: Why Upskilling Is Non-Negotiable

Estimated reading time: 6 minutes.

In the fast-paced world of digital marketing, 2025 is set to be a year of significant transformation. As technology evolves, platforms become more sophisticated, and client expectations continue to rise, agencies are under increasing pressure to deliver exceptional results, meet tight deadlines, and optimise return on investment.

Yet, amidst this relentless focus on client satisfaction, an essential element is often overlooked: nurturing the talent that drives the agency's success.

Specialists are not just executing strategies—they are adapting to rapid industry changes, solving complex problems, and shaping the future of digital marketing. Without a proactive approach to supporting their growth and upskilling, agencies risk falling behind, not only in retaining their best talent but also in maintaining their competitive edge.

 

Key Takeaways

• Upskilling Retains Talent. Failing to invest in training and development risks losing top specialists to competitors who prioritise growth and innovation.
• Collaboration Fuels Growth. A culture of knowledge sharing and mentorship not only boosts employee satisfaction but also drives better client outcomes and agency reputation.
• Adaptability is Essential. In an evolving digital landscape, continuous learning keeps your agency agile, competitive, and prepared to meet shifting industry demands.

 

Table of Contents

1. A Talent Crisis in Digital Marketing Agencies
2. The Cost of Neglecting Professional Development
3. Why Specialists Are Moving On
4. The Financial and Cultural Costs of Employee Turnover
5. A Path Forward: Prioritising Training and Upskilling
6. Are You Ready to Invest in Your Team?

 

 

A Talent Crisis in Digital Marketing Agencies

Having worked extensively within digital marketing agencies, from junior roles to department leadership, I’ve witnessed a recurring pattern: agencies prioritising client KPIs at the expense of their teams.

This is not unique to New Zealand, but it is particularly endemic here. Many search specialists, both seasoned professionals and newcomers, feel their growth and contributions are undervalued. Training, upskilling, and staying current with industry advancements are often neglected. This creates a ripple effect, leading to employee dissatisfaction, stagnation, and, ultimately, attrition.

The statistics support this reality. A 2021 survey revealed that nearly two-thirds of employees would consider leaving their jobs due to a lack of growth and training opportunities. In New Zealand, this issue is compounded by a talent drain, with skilled professionals moving abroad for better opportunities, particularly to Australia. Record emigration rates in 2024 saw 131,200 people leave New Zealand, with many citing superior job prospects and living conditions overseas.

 

 

The Cost of Neglecting Professional Development

Consider the experience of one junior specialist who, during their job search, explicitly sought a role prioritising professional development. Within three weeks of joining an agency, they realised their learning needs were being ignored. Management expected them to "figure it out," offering no guidance or resources. Unsurprisingly, they left the role early.

Another case involved a senior SEO specialist working under a head of department who had been in the role for six years. Despite the rapid evolution of SEO practices, the department head operated with outdated strategies from a decade ago. This failure to adapt stifled the department’s ability to deliver meaningful results, eroded client trust in SEO as a service, and severely limited the company's growth potential.

In larger agencies, the problem often lies in insufficient collaboration within teams. Specialists report minimal knowledge sharing and a lack of mentorship from senior colleagues, who themselves may lack formal training. This creates a self-perpetuating cycle of stagnation, where agencies are unable to foster innovation or retain top talent.

 

 

Why Specialists Are Moving On

By the 1–2 year mark, many specialists realise that their agency offers no clear growth plan. Buzzwords like "upskilling" and "training" may appear in job descriptions but are rarely backed by actionable initiatives. Specialists often move from one agency to another, finding the same systemic issues wherever they go. This churn results in a workforce that is largely self-taught, grappling with misinformation, and lacking standardised practices.

The World Economic Forum’s Future of Jobs Report 2023 estimates that 44% of workers' skills will be disrupted in the next five years. Employees who lack opportunities for upskilling are not only at risk of falling behind but are also more likely to seek roles elsewhere.

 

 

The Financial and Cultural Costs of Employee Turnover

Losing talented specialists is costly for agencies. Recruitment, onboarding, and training of new staff consume time and resources, and high turnover rates can damage team morale and productivity. Moreover, dissatisfied employees can negatively impact client relationships, tarnishing an agency's reputation.

A 2022 study found that 48% of tech workers considered changing jobs due to insufficient resources for skill development. Agencies that fail to invest in their teams risk being left behind in a rapidly evolving industry.

 

 

A Path Forward: Prioritising Training and Upskilling

To address these challenges, agencies need to adopt a proactive approach to professional development. This begins with recognising that investing in employees is not a cost but an asset.

Here are key strategies to consider:

1. Allocate a Training Budget. Dedicate resources to upskilling your teams, whether through external training programs, certifications, or bespoke workshops. A modest investment in training can yield significant returns in employee satisfaction and client results.
2. Foster a Culture of Collaboration. Encourage knowledge sharing within departments. Senior staff should feel empowered to mentor junior colleagues, and time should be allocated for team discussions on industry updates and best practices.
3. Engage External Consultants. Bringing in external specialists to train your team can provide fresh perspectives and up-to-date industry insights. A consultant can tailor programs to address specific skill gaps within your agency.
4. Set Clear Career Progression Paths. Demonstrate a commitment to your employees' growth by outlining opportunities for advancement. This not only motivates staff but also helps retain top talent.
5. Stay Agile and Adaptive. The digital marketing landscape is constantly evolving. Agencies that remain static in their practices will struggle to stay competitive. Regular training ensures your team is equipped to navigate changes in platforms, algorithms, and client expectations.

 

 

Are You Ready to Invest in Your Team?

The question is not whether you can afford to invest in training and upskilling but whether you can afford not to. In 2025, agencies that fail to prioritise their teams risk losing their most valuable assets: their people.

If you’re unsure where to start, consider engaging a consultant to assess your agency’s current capabilities and develop a tailored training program. With the right approach, you can transform your agency into a hub of innovation, collaboration, and growth.

 

Contact Altitude Search

At Altitude Search, we specialise in empowering teams with the skills and knowledge they need to succeed. Whether you’re looking to upskill a single department or transform your agency’s entire approach to search marketing, we provide tailored solutions designed to meet your unique needs.

Here’s how we can support your agency:

• Bespoke Training Programs: We design and deliver customised training sessions, whether in-person or virtual, that align with your team’s current skill levels and the latest industry standards. From technical SEO to advanced content strategies, our programs are both practical and actionable.
• Team Upskilling Workshops: Our hands-on workshops empower your staff with the knowledge and tools they need to stay ahead of industry trends. These sessions not only build confidence but also foster a culture of collaboration and innovation within your agency.
• Ongoing Support and Mentorship: Learning doesn’t end with a single session. We provide ongoing mentorship to ensure your team continues to grow and adapt to new challenges.
• Agile Framework Implementation: If your agency struggles with staying adaptable, we can help implement an agile framework for your SEO and digital marketing strategies. This approach allows your team to pivot effectively and deliver results that align with client expectations.

When you invest in your people, you’re investing in the future of your agency. By empowering your teams to innovate and collaborate, you’ll not only retain top talent but also enhance the quality of work you deliver to clients.

If you’re ready to scale new heights and set your agency apart, let’s talk. Get in touch today to discuss how we can tailor a training program to your needs, or book a consultation to explore how we can help your team thrive.