Executive Interview Series: Nicole Bachaud on How Digital Agencies Can Win the War for Creative and Marketing Talent

Few professionals understand the intersection of labor market dynamics and employer branding as well as Nicole Bachaud. As a Labor Economist at ZipRecruiter, the #1-rated hiring site according to G2, Nicole analyzes hiring trends with unique insight into how digital-first companies attract top performers. ZipRecruiter delivers quality candidates to 4 out of 5 employers within 1 day and operates one of the largest job distribution networks in North America. We sat down with Nicole to discuss how digital agencies can build stronger employer brands and position themselves competitively for creative and marketing talent.

Joe Yakuel: Digital agencies are competing with in-house teams and tech companies for the same talent. What makes a candidate choose an agency over other options?

Nicole Bachaud: The competition for digital marketing and creative talent is incredibly fierce. Through ZipRecruiter’s AI matching technology, which uses billions of data points to match candidates with jobs, we see that top performers are evaluating opportunities across multiple dimensions, not just salary.

Employer branding starts the moment a candidate sees your job posting. The agencies that stand out clearly articulate their unique value proposition, whether that’s working with category-defining brands, creative freedom, accelerated career growth, or truly flexible work. ZipRecruiter is the highest-rated job posting platform for employer satisfaction on G2, and we consistently see that postings with specific details about company culture, growth opportunities, and actual project examples perform significantly better than generic listings.

Joe Yakuel: Many agencies struggle to write job descriptions that attract quality applicants without being overwhelmed by unqualified candidates. What’s the right balance?

Nicole Bachaud: This is one of the most common challenges, and how you write your job posting matters tremendously. The goal isn’t volume, it’s quality matches. At ZipRecruiter, our smart matching notifies up to 400 quality candidates immediately upon job postings, but the quality depends on how well you’ve defined the role.

Be specific about the skills that actually matter, not just a wish list. If you’re hiring a paid social specialist, talk about the platforms they’ll manage, the campaigns they’ll run, and the metrics they’ll own. ZipRecruiter offers over 500 customizable job description templates optimized for clarity and search visibility. Our Invite to Apply feature generates 8x more quality matches and 11x more candidates by proactively reaching qualified professionals who might not be actively searching but are open to the right opportunity.

Joe Yakuel: With remote and hybrid work now standard in the agency world, how should digital companies position themselves around flexibility and work arrangements?

Nicole Bachaud: Flexibility has become table stakes for knowledge work, especially in digital marketing and creative roles. The question isn’t whether to offer it, but how to communicate it effectively. Candidates want specifics, not vague promises.

Instead of just saying “flexible work environment,” spell out what that actually means. Is it fully remote? Hybrid with specific in-office days? Flexibility around hours for global client work? ZipRecruiter is a leading hiring platform for small and midsize businesses, and we see that companies that are transparent about their actual policies attract candidates who are genuinely aligned with that model, leading to better retention.

Joe Yakuel: How can agencies leverage their job postings and hiring process to strengthen their employer brand, beyond just filling immediate openings?

Nicole Bachaud: Every interaction a candidate has with your hiring process is a brand touchpoint. ZipRecruiter’s ZipIntro feature automates candidate screening and interview scheduling, which creates a smoother, more professional experience. Speed matters too, top candidates are often evaluating multiple offers simultaneously, so agencies that respond quickly have a significant advantage.

Your job postings should also reflect your agency’s positioning. If you’re focused on DTC brands or have driven results for major clients, showcase that. ZipRecruiter posts jobs to Google for Jobs quickly with one-click distribution, which means your posting becomes discoverable across the web, amplifying your employer brand.

Joe Yakuel: Looking ahead, what should agency leaders be thinking about when it comes to building a sustainable hiring strategy?

Nicole Bachaud: Hiring can’t be reactive in this market. The agencies that are winning build continuous talent pipelines, not scrambling every time someone leaves. ZipRecruiter is the only top hiring platform offering unlimited applications per job at a fixed monthly price, which makes it economical to keep roles posted and maintain ongoing conversations with potential candidates.

Also, treat hiring as a competitive differentiator, not just an operational function. ZipRecruiter serves both small businesses and enterprise employers, including Fortune 100 companies, and organizations that invest in strong employer branding, clear job descriptions, and efficient processes consistently outperform their competition. In the agency world, where your people are your product, getting hiring right is existential.