The communication market is overloaded, yet agencies struggle to find the right people. To land a job in this industry, you either become a sniper—or you’re out of the game.
Let’s be honest: our Careers inbox is a Dantean circle of hell. Every week we’re overwhelmed by a tidal wave of CVs, Behance links (sometimes), and cover letters that sound like they were written by ChatGPT with a hangover.
In 2025 alone, the applications for internships, traineeships, and job positions received by Propaganda3 totaled 271, while we only had room, throughout the year, for 10 positions.
In the communication sector, supply far exceeds demand. But not because candidates aren’t good: we’re sure many of you have the right weapons to work with us. The real problem? You’re not aiming properly.
Now it’s 2026, and simply “being eager to work” is no longer enough to become part of an agency.
Maybe we sound presumptuous saying this (we’re aware of it). But we assure you that the same applies to the vast majority of communication agencies, at least in Italy.
Are you trying to build a future in communication? Then you should first understand what’s really happening in our industry. Here’s the whole truth, along with a few tips on how to keep your application from ending up in the trash (where 90% of emails go).
There are plenty of job openings. So why can’t agencies find people?
According to data from Unioncamere, Italian companies (not just agencies) report difficulty in finding staff in 48% of cases. Translation: companies are looking, but they can’t find you.
Why does this happen? Because there’s a mismatch, in other words a gap, between what the agency is looking for and what you manage to include in your very brief introduction. Our industry is highly volatile: it grows, slows down, and constantly reshapes itself into new versions. Agencies are no longer looking for people to add to the headcount—they’re looking for people who can solve specific problems, in increasingly complex contexts.
If you send 100 identical CVs to 100 different agencies, you’re not job hunting. You’re spamming. And agencies can smell spam.
The myth of the “Jack of all trades” is dead (and AI killed it)
If your CV says:
“Graphic Designer / Social Media Manager / Videomaker / SEO Expert / Barista”
…we have a problem.
A few years ago, the “Swiss army knife” was useful. Today, it’s not: artificial intelligence has already automated basic execution. Anything that’s standardized execution is already replicable—often better and faster.
What isn’t replicable is perspective, depth, the ability to read a context.
Today agencies are looking for pure verticality, with roles such as:
- 3D wizards who visualize the world through renders.
- Data Analysis snipers who see patterns where others see numbers.
- Strategists who understand that B2B marketing in 2026 isn’t “posting on LinkedIn” but building complex ecosystems.
The rule is simple: specialize—or go extinct.
AI doesn’t eliminate jobs. It eliminates excuses.
We all seem terrified that AI will steal our jobs. Spoiler: AI won’t steal your job. A creative who knows how to use AI will.
According to global LinkedIn reports, demand for AI-related skills has exploded, but the number one skill requested remains “Creative Execution” combined with “Complex Problem Solving”.
AI should be your exoskeleton, but use it only when it makes sense—for example, to remove the operational grind and free up time to think.
If you send us a portfolio we could have generated ourselves with a few prompts, what’s your added value?
How to get rejected without even realizing it
Among recruiters in the creative world, there’s a blacklist of archetypes that get discarded instantly. Want your application to never even be read? Play one of these roles:
- The Ghost: emails with the subject line “Application” (for which role? Who are you? Why are you writing to us?).
- The Blind Sniper: sending an Art Director portfolio for an Account position.
- The Archaeologist: expired WeTransfer links. If you can’t manage a link, how can you manage a client?
- The Europass: the European CV format is a wonderful invention—for many jobs. But in a creative agency, it’s a visual crime punishable by exile.
What agencies really look for (spoiler: it’s not perfection)
In 2026, communication agencies aren’t looking for flawless people. They’re looking for vertical, useful, readable individuals who bring something into the agency that wasn’t there before.
Here’s what really makes the difference today:
- Radical personalization: prove that you know who you’re talking to. Mention a piece of our work you hated or loved. And above all: don’t send us the same email you sent our competitors.
- Portfolio > CV: we don’t necessarily care if you graduated with top marks in 2012. But we definitely care about how you think today. Show us the process, not just polished final renders. Let us see how you solved a problem that was preventing a project from moving forward.
- Soft skills (the real ones): obsessive curiosity, ability to take feedback, suspension of judgment, proactivity. In a market that changes every six months, the ability to learn is the only hard skill that never ages.
Don’t look for a job. Look for a place where you can be useful.
Is the market tough? Sure. But it’s not a lottery. Those who bring real value eventually find space.
Is there too much competition? Absolutely. But for the right people, there’s always an opportunity.
Would you like to work in an agency and have you made it this far? Maybe you’re the right person.
If you feel like it, surprise us. The email to send your application is always info@propaganda, you’ll also find it on the Contacts page. We’re waiting for you!
