How Organisations Can Recruit Marcomms Specialists From Overseas
For many organisations seeking fresh perspectives or looking to align with the demands of new international audiences, targeting marketing and communications professionals in other countries can be highly effective. However, there’s more to this approach than putting a finger on a map and hitting the phone. But what do hiring teams need to keep in mind when trying to recruit marcomms specialists from overseas?
The benefits of building more diverse workforces are well known, and employers looking internationally can gain insights and knowledge of specific markets and consumer behaviours, fresh perspectives and the ability to bridge global communications gaps. But perhaps more importantly, seeking talent from overseas can also help organisations that are struggling to fill roles from domestic talent pools.
Growing popularity
The UK has faced well-publicised marketing and communications skills shortages for several years now, and while other neighbouring nations have also seen challenges, they have not been on the same scale as those seen here. According to Department for Education data, 43% of all advertised marcomms roles in the UK in 2022 were linked to a lack of skills, rather than growth, and talent droughts have only worsened over the past few years.
Learning platform Coursera’s Global Skills Report 2024 also revealed that the UK trails behind many European nations in global technology and technical skills proficiency, ranking 45th out of 109 countries, despite government-backed efforts to establish the UK as a science and technology powerhouse by 2030. If skills aren’t readily available, and the country is not developing expertise in emerging fields like AI, it’s not surprising that some employers are looking internationally for talent.
The traditional blockers hindering recruitment from other countries have also fallen. The rise of the digital era has meant that many geographical barriers have been dissolved, which has in turn enabled brands to reach truly global audiences. To meet these much broader demands, organisations benefit from employing specialists who possess a global outlook, and who have an understanding of a more diverse range of markets.
In addition, the rapid growth of remote working seen since the coronavirus pandemic has also played a role. Organisations now have much more flexibility to outsource work to professionals from around the entire globe, rather than being tied to their immediate localities. Equally, many employers will seek professionals to relocate and move to the UK. Regardless of the approach being taken, there are several factors for hiring teams to keep in mind.
What to keep in mind when looking to recruit marcomms specialists from overseas
Many of the elements to consider depend on the driving factors behind why organisations are looking to source international marcomms talent. Approaches will vary depending on whether overseas specialists are being sought to resource new office locations in order to better engage with target audiences, or if the business is simply seeking entirely fresh perspectives or new approaches to solve difficult problems.
Equally, strategies will also hinge on which talent pools are being targeted. If it’s an English-speaking country like the USA, Canada or Australia, or those with an exceptionally large English-speaking population like the Netherlands, it’s often more straightforward than sourcing talent from the likes of Kazakhstan or Peru, for example, where language differences and translation services need to be factored in. And if sourcing talent from certain nations, hiring teams may need to account for potential delays in finalising visas and other international travel protocols.
Cultural fit
Employers should also consider culture and ‘fit’ with the rest of the organisation. If the new hire will be the only speaker of their language in the business, then they could face problems integrating. On the other hand, if there are already employees from the same country in the workforce, a mentoring system may enable them to assimilate much more quickly. With marcomms roles in particular, where communication is so pivotal, it’s also key to gauge the candidate’s language proficiency early in the process to ensure they meet all requirements.
If the business is looking to make a ‘physical’ hire, then they should also look to offer relocation and support packages covering assistance with visas, housing and more. This is not only the right thing to do, and will aid retention levels, but it also highlights a commitment to the individual’s wellbeing, and supports a smoother transition.
Finding the right marcomms specialists that fit with skills demands, culture and other factors, and who want to work for an organisation in the UK, is the major challenge facing businesses. Domestic job boards offer some value, however by far the most effective way of sourcing international talent is to partner with a specialist agency that has the experience and the international reach and network to find the right hire.
Here at VMA GROUP, our team regularly support domestic organisations with sourcing talent from overseas, as well as supporting international organisations looking to recruit outside of the UK. We make what can seem a daunting process for both employers and candidates, much more straightforward.
Bringing in international talent can offer fresh perspectives, innovative ideas, and valuable market insights, but it can also create issues for hiring teams unfamiliar with sourcing professionals from other countries. If your organisation is looking to source its next international marcomms hire, getin touch with our team today.
