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.
The role of culture
Closely following development opportunities was company culture, which was ranked as the main reason that almost a third (32%) left their last role. This is key to fostering a healthy and supportive work environment that gets the best out of people and can aid candidate attraction. Many specialists are clearly craving a change of scene as a result of the existing organisational culture. To some extent, this could be linked to a rise in hybrid working, which has created a level of disconnect between some workers and the business. Equally, for companies looking to source talent, the data shows that offering clear examples and ‘behind the scenes’ insights that offer a glimpse into authentic workplace cultures can be a valuable recruitment tool.
The old adage that people leave managers, not jobs, still obviously rings true with management close behind culture and ranked in fourth place by candidates when choosing to leave or start a job. Leading a team is no easy task, as many readers will recognise, particularly when workforces are now often formed of multiple generations. After all, what a millennial seeks from a job will vary from that of Gen Z, and satisfying all areas of the workforce is an increasingly challenging task. However, getting it right is key, particularly in such a tight employment market. With one in three marketing and digital professionals saying they left their last job because of management, leaders will have to find a way to make it work.
Value-added benefits
Our report also revealed that benefits play a valuable role too. Just under one in four candidates said they left their last role in search of better perks. Flexible working, pensions and private healthcare were the top three most sought-after elements by marketing and digital specialists. In fact, when we asked respondents how key flexible working was to them, a staggering 98% said it was important, and 65% listed it within their top three non-salary related perks. The fact that many businesses are now asking employees to return to the office could provide an opportunity for those employers who are offering more home-based models to thrive. And those that can’t may be impacted even further by an inability to recruit or retain staff.
As we begin to see growing signs of optimism in the economy, many businesses are looking to attract the best marketing and digital professionals in the market. However, too few are actively listening to the talent they’re targeting, and, subsequently, many are unlikely to be giving candidates what they really want. By engaging more closely with existing employees and gauging broader sentiment amongst the marcomms workforce, an organisation will stand a better chance of securing the talent it needs to thrive.
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Get in touch with our specialist team to find out how to source the skills your business needs
