Forget the phases of the moon - as a new person in the workplace (hi if that is you), one big thing to get your head around is the four quarters of the year. You’ve likely heard phrases like “let’s get ahead for Q4” or “can we review performance in Q3?” being batted around in meetings and been a bit confused about the significance. So. We are here to de-mistify it for you.
Why do we split the year into quarters?
The year is divided into four quarters (Q1, Q2, Q3, Q4) to help businesses and individuals plan, measure progress, and track financial performance. Each quarter consists of three months, making it easier to set shorter-term goals within the bigger picture of the year.
In the creative industries, understanding quarters is essential for lots of things, including:
💻Project planning: Deadlines often align with quarterly goals.
💸 Budgeting: Clients may allocate funds quarterly..
💼Job applications: Knowing the hiring cycles can help you time your search effectively.
📊Campaigns: Seasonal trends often align with quarterly cycles.
So, what significance do each of the quarters hold?
Jan - March = Q1 = Lift-Off 🚀
What it Means: The start of the calendar and financial year for many businesses. Q1 is about setting goals, launching projects, and getting budgets approved.
Creative Industries:
Agencies often pitch for new business and onboard clients.
Learnings from the previous year will be put into practice, so expect some internal shifts around how your company does things. This could mean going after different kinds of clients, process changes, or organisational reshuffles.
Key campaigns: Brands often plan and execute campaigns for the New Year and Valentine’s Day during Q1.
Q1 can be a good time to look for junior roles as companies expand teams post-budget approval.
For individuals: Focus on fresh starts, whether you’re applying for jobs, building your portfolio, or learning new skills. Q1 is also a good time to solidify what it is you want to get out of the year professionally. If you don’t roadmap your life already, January 2025 is a good time to start.
For freelancers: January is famously slow for freelancers, so don’t panic if this is a quiet month for you. Remember to pay your interim payment to HMRC by the end of January.
April - June = Q2 = Building up 🪜
What it Means: Companies assess their progress and focus on delivery. In the UK, this is also the start of the new tax year, which often translates to an increase in freelance work as businesses look to use up last year’s budget or have na ew budget to spend.
Creative Industries:
Key campaigns: Brands start to focus on spring and early summer campaigns (think festivals, holidays, weddings).
Employers may hire to meet Q1 goals or fill vacancies before summer.
For individuals: Q2 is a great time to network and attend industry events as the year gets into full swing.
For freelancers: use this time to secure contracts before the summer slowdown, and wrap up any budget sheets needed to file next year’s tax return.
July - Sep = Q3 = Slump or surge ☀️
What it Means: The Summer holidays slow some industries down, but others (e.g., fashion, retail) will be kept busyprepare for big Q4 campaigns. Chances are, your workload will increase as more team members take time off during this period (and you’re likely to take some time off yourself!). July marks the midpoint of the year, so companies make time to assess progress against annual targets.
Creative Industries:
Expect seasonal work booms (e.g., summer events, back-to-school campaigns, festival season).
Studios and agencies may wrap up major projects or push toward key milestones.
For individuals and freelancers: Use the downtime to refresh your portfolio, gain skills, or plan for the busy Q4 period. Freelancers - expect a surge or a lull in workload as companies wind down over summer, or look to use freelancers to plug any gaps due to holidays.
Oct - Dec = Q4 = The Grand Finale 🥁
What it Means: Q4 is the final push to meet yearly goals and wrap up projects. It's also often budgeting and planning time for the following year, as well as a sociable time to connect with colleagues at the ubiquitous Christmas party.
Creative Industries:
No matter who you work for, expect Q4 to be an intense period of work as you rush to meet goals, deadlines, and end the year on a high.
Key campaigns: Christmas and New Year campaigns.
Clients rush to use budgets before year-end (opportunities for freelancers!).
For individuals: Leverage this time to finalise job applications, and reflect on your career goals for the new year.
For freelancers: Keep scouting LinkedIn for any last min opportunities, review your current year (the good, the bad), and set some aspirational goals for the next year. The sky’s the limit! It’s also a good time to send clients an end of year email, to ensure they log off for the holidays feeling good about the value you’re adding to their team.
Why It Matters for You
Understanding how quarters work helps you:
Time your moves: Align your job search or pitches with industry cycles.
Plan effectively: Break down big goals into manageable quarterly steps.
Seize opportunities: Spot when industries are busiest or quietest.
By aligning your career planning with quarterly cycles, you’ll stay ahead of the curve and make smarter decisions about your next career steps. And, now you know what everyone’s talking about when they throw around the Qs.