In the vast majority of markets in the UK there is serious competition for the best marketing and digital skills. Ongoing talent shortages, coupled with a challenging macroeconomic environment, have meant that demand is high and not expected to drop for the foreseeable future. Organisations are clearly recognising the increasing value that these experts can have on their brand perception and ability to support broader business growth.
With this competitive market in mind, how can firms attract the best marketing and digital professionals?
Hiring and salary trends
Most employers will recognise that, despite marketing and digital expertise being a critical facet of almost every business, it’s not easy to source these skills. This makes it more crucial that organisations identify and approach talent in a more strategic, and informed way. In a skills short climate, even the most marginal variations in recruitment tactics can make or break whether a business can attract someone or not. Therefore, any firm that is able to recognise the factors that lead to professionals choosing one role over another, will have a head start on their competitors.
We examined candidate motivators in our recently published Marketing Hiring & Salary Guide. The survey of specialists across marketing and digital identified some interesting results. By reviewing the top reasons why professionals leave their roles, we can gain – and share – greater insights into what they’re seeking from their next position and employer.
How to attract marketing and digital professionals
Perhaps unsurprisingly, salary came out on top with two-thirds of respondents listing this as the main reason for why they left their last position. Few employers will be able to manage major pay increases in the current economic climate, meaning their hands are tied in this respect. However, we identified some other revealing findings that will no doubt help organisations get ahead of their competitors to source the best marcomms talent.
Professional development opportunities and the chance to progress up the ranks was listed as valuable and attractive by 34% of respondents. For employers, highlighting clear examples of career progression opportunities within a marketing or digital team can make a significant difference. While professionals are generally spending less time in roles, and ‘job-hopping’ has increased, many still want a long-term opportunity where they can develop both professionally and personally. The data shows that inertia can impact employers and lead to higher turnover, but it could be an opportunity for those who can offer a path to progression when looking to recruit.
