For many organisations seeking fresh perspectives or aiming 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 simply choosing a location and making calls. What should hiring teams consider when recruiting marcomms specialists from overseas?
The Benefits of International Recruitment
The advantages of building more diverse workforces are well known. Employers looking internationally can gain insights into specific markets, consumer behaviors, fresh perspectives, and the ability to bridge global communication gaps. Importantly, seeking talent from overseas can also help organisations struggling to fill roles from domestic talent pools.
Growing Popularity of Overseas Recruitment
The UK has faced well-publicised marketing and communications skills shortages for several years. While other nations have also faced challenges, they have not been on the same scale. 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. Talent shortages have worsened over the years.
Learning platform Coursera’s Global Skills Report 2024 revealed that the UK ranks 45th out of 109 countries in global technology and technical skills proficiency. This is despite 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 unsurprising that some employers are looking internationally for talent.
The rise of the digital era has dissolved many geographical barriers, enabling brands to reach global audiences. To meet these broader demands, organisations benefit from employing specialists with a global outlook and understanding of diverse markets. The growth of remote working since the coronavirus pandemic has also played a role, offering flexibility to outsource work globally. Many employers also seek professionals to relocate to the UK. Regardless of the approach, there are several factors for hiring teams to consider.
Considerations for Recruiting Overseas Talent
The elements to consider depend on why organisations are sourcing international marcomms talent. Approaches vary depending on whether specialists are needed for new office locations or for fresh perspectives to solve problems. Strategies also hinge on which talent pools are targeted. Sourcing from English-speaking countries like the USA, Canada, or Australia is often more straightforward than from countries like Kazakhstan or Peru, where language differences and translation services are needed. Hiring teams may also need to account for potential delays in finalising visas and other travel protocols.
Cultural Fit
Employers should consider culture and ‘fit’ within the organisation. If the new hire is the only speaker of their language, they might face integration challenges. However, if there are already employees from the same country, a mentoring system may help them assimilate quickly. For marcomms roles, where communication is pivotal, gauging the candidate’s language proficiency early is crucial.
If the business is making a ‘physical’ hire, offering relocation and support packages covering visas, housing, and more is essential. This not only aids retention but also demonstrates a commitment to the individual’s wellbeing and supports a smoother transition.
Finding the Right Fit
Finding marcomms specialists that fit with skills demands, culture, and other factors, and who want to work in the UK, is a major challenge. Domestic job boards offer some value, but partnering with a specialist agency with international reach is often more effective. At VMA GROUP, our team regularly supports domestic organisations in sourcing talent from overseas and assists international organisations looking to recruit outside the UK. We simplify what can seem a daunting process for both employers and candidates.
Bringing in international talent can offer fresh perspectives, innovative ideas, and valuable market insights. However, it can also create challenges for hiring teams unfamiliar with sourcing professionals from other countries. If your organisation is looking to source its next international marcomms hire, get in touch with our team today.
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