The Importance of Resilience in Marketing & Communications
All organisations are going through the same macroeconomic challenges at the moment, and major flux driven by AI, emerging technologies, geopolitical events and other factors. The pace of change is astonishing, and the business world of just a few years ago is far different to what it is now. As a result, companies are all seeking professionals with the ability to navigate these testing conditions. But why is it so crucial for firms to have a resilient marketing and communications team, in particular, and how can they identify candidates with these traits?
Why Resilience Is Essential for Marketing & Communications Professionals
Resilience has gone from a nice-to-have, softer skill to a core attribute possessed by the most successful professionals. This is true across the board, and few industries have avoided economic pressures, and whether it is inflation, tighter margins, decreased consumer confidence or fluctuating investor sentiment, these are nearly universal issues. In fact, these challenges go beyond just financial matters, and even professionals with just one decade of experience will have contended with Brexit, a global pandemic and ongoing macroeconomic pressures in their careers so far. However, it would be fair to argue that resilience is particularly critical in marketing and communications teams, who are on the front line, and are often relied on to maintain composure and instill calm with internal and external audiences in times of crisis and flux. These are the individuals tasked with developing the right messaging, who protect brand integrity when it is under threat, and who keep employees and customers engaged and informed during times of uncertainty.
This pivotal role is one of the reasons why marketing and communications are regularly recognised as some of the most stressful professions, where burnout can be common. But more resilient professionals are able to handle potentially challenging conditions and emerge stronger on the other side. This is especially pivotal in the UK market at the moment, where taxation changes have added to employer expenses, leading to budgets being cut – notably in marketing and communications – and specialists subsequently being asked to do more with less.
However, as workloads increase, resilient professionals can manage challenges, mitigate risks and stay creative. Resilience in marketing and communications means more than just being able to cope.It’s about being a rock in a raging sea, and remaining calm, clear and focused when the pace of change and demands placed on professionals could become overwhelming for many.
The Risk of Not Employing Resilient Marketing & Communications Professionals
On the other hand, those who lack resilience will likely wilt under the spotlight and allow stress and external pressures to impact performance. In internal communications, this can have a problematic rippling effect, while externally, it can impact creative output and operational efficiency. Equally, organisations without resilient professionals in their marketing and communications teams will only see attrition rise, and will subsequently spend more time – and money – in sourcing replacement staff, which, as we all know, isn’t an easy task for many employers.
How Do Businesses Identify – Or Develop - Resilience in Marketing & Communications Professionals?
Resilience cannot rest on just one or two individuals, and in an ideal world, the trait would be shared across the workforce so that challenges could be tackled collectively and workloads shared. However, this is not necessarily realistic, and professionals with the desirable characteristics are not always easy to find, particularly as this is often a difficult element to quantify.
They are, however, identifiable if employers know what to look for. In particular, they should seek those who can showcase examples of adaptability, and who are open to talking about their learning curves, reflect on mistakes and changes to their approach, and who have clearly taken ownership in ambiguous or fast-moving situations in the past. At a broad level, it’s worth remembering that resilience shows up more in mindset and behaviour than in metrics or portfolios, and a skills-first approach to hiring can therefore be highly effective.
Developing a Resilient Workforce
For organisations looking to build resilience within their existing teams, development can often start with culture, and creating the right conditions can make it easier for resilience to grow naturally. Fostering an environment where employees feel safe speaking up when a message might land badly, and where there is space to reflect on what worked and what didn’t after a period of change, will build confidence. When professionals believe in themselves and feel trusted and supported, they are more likely to take initiative, stay calm under pressure, and offer constructive solutions when challenges arise. Formal training can also play a part, especially when it focuses on softer skills like emotional intelligence, stakeholder management, or crisis communications. These are not always the most visible aspects of the role, but they are often the most valuable during difficult times.
For businesses facing uncertainty, investing in resilient communications and marketing professionals is not just a smart move. It is essential. Regardless of what changes are coming, politically, economically, legally or socially, the ability to communicate with integrity, empathy and speed will always set strong companies apart from the rest.
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If your organisation is seeking out resilient marketing or communications professionals, get in touch with our expert team.
