It’s not what you know, it’s who you know. The old adage rings true in the media and digital sector now more than ever but in certain critical skill sets, chronic talent shortages remain in an industry trying to keep pace with technological advancements.

Last month, Zavvi became the latest retailer to sell its wares online, following similar moves by Gap and Banana Republic.

“Most e-commerce brands such as larger retailers are now looking to build a digital function,” says Emma McNamara, co-founder of digital recruitment specialist Propel. “And Marks & Spencer, Debenhams and John Lewis have really upped their game in bringing their functions in-house rather than relying on digital agencies.”

McNamara adds that a lot of these new ’e-tailers’ need help in building a digital function from the ground up and want advice on where they can find the best talent and the levels of salary they should be paying. In response to this Propel has published a salary survey for clients.

And the speed at which technology is moving presents its own problems for UK firms, says Sue Pilgrim, director at MacPeople.

“New roles such as mobile app designers and developers, technical lead developers, senior action-script developers and mobile developers can be particularly challenging not only to recruit for but also to test and reference effectively, given the ’newness’ of some of the technologies.”

Pilgrim adds that digital skills shortages are so acute that there was no real pressure on margins, even in the depths of the recession.

In television, however, agencies have had to be more flexible on fees, says Meredith Law, HR co-ordinator at UKTV.

“The media recruitment industry is still pretty competitive, however agencies on our PSL have been very flexible on fees as we work in partnership with them.”
A Saatchi & Saatchi spokesperson told Recruiter that the advertising agency sought candidates that “have it all” - the ability to deliver a website grounded in Web2.0 principles, understand the implications of moving image online, as well as understanding the technology and the implications of digital work on the client’s business, experience in delivering mobile applications and social media-based campaigns.

Law says that UKTV seeks candidates that can work across media platforms, whether that be on television or the web environment.

“We seek candidates with a sound understanding and appreciation of working across multi-platforms. Historically, candidates in broadcasting worked in silos and usually within specific genres, so getting them to think laterally to include all the platforms is the current challenge. I believe this is more about a shift in mindset than about better education and training.”

But even with experience, television’s freelancers need to be adept at building networks and self promotion.

A spokesperson for production company Fever Media told Recruiter: “Our HR manager has a network of regular people she keeps touch with. She knows when they are available to work. There is a network in the independent companies who stay in touch with each other and give each other feedback.

“We recruit everyone from runners to series producers - everything needed to make a TV programme. Our freelancers are very proactive - you have to be to get ahead in this business.”