As we look back at 2019, it’s clear that the marketing recruitment landscape is evolving rapidly. VMA GROUP’s marketing recruitment team has identified several key trends that are likely to shape the industry in 2020. From the rise of video interviewing to the increasing importance of content, these trends highlight the dynamic nature of marketing recruitment.
Video Interviewing: A Double-Edged Sword
Video interviewing is becoming increasingly common in marketing recruitment due to its time and cost-saving benefits. It allows recruiters to screen multiple candidates efficiently. However, this method can be challenging for candidates, as it often involves answering questions within a limited timeframe, which can be nerve-wracking and depersonalizing. Despite these drawbacks, its effectiveness in accessing a larger talent pool means it is likely to become more prevalent, especially in graduate-level roles. At VMA GROUP, we still prefer face-to-face interviews to truly understand candidates beyond their CVs.
Content: The Reigning King
In the world of marketing, content continues to hold significant importance. With consumer attention spans dwindling, creating engaging content is crucial for capturing potential customers. VMA GROUP has observed a shift towards more content and social media roles, with strategic positions like Head of Content becoming more common. Additionally, there is a growing need for digital marketers to optimize content and ensure a return on investment. This trend is expected to continue into 2020, with more content-focused roles emerging.
Artificial Intelligence vs. The Human Touch
Artificial Intelligence (AI) is increasingly integrated into recruitment processes, helping to organize CVs and eliminate biases. While AI can streamline recruitment, it may also create barriers between candidates and organizations, potentially leading to poor organizational fit. In marketing recruitment, personality and cultural alignment are crucial, as marketers must resonate with a brand’s values to represent it effectively.
IR35 and Its Impact on Marketing Contractors
With the introduction of IR35 legislation in the private sector in April 2020, many organizations are reconsidering their approach to hiring contractors. Despite some firms opting not to hire limited company contractors, VMA GROUP remains confident that marketing interim roles will persist. Our survey indicates that many contractors intend to continue their work, suggesting that the demand for marketing contractors will remain strong.
Influencer Marketing: Bridging Marketing and PR
Influencer marketing has gained significant traction, with a substantial increase in interest over the past few years. With millions of social media users in the UK, brands recognize the influence that social media personalities have over consumers. As a result, more influencer marketing roles are expected to emerge, requiring marketers to have strong industry knowledge and network connections. This trend is particularly prevalent in B2C organizations, where brand partnerships and affiliate links are key drivers.
Specialist vs. Generalist: The Demand for Broader Skillsets
There is a growing demand for marketers with a broad range of skills, including graphic design, copywriting, email marketing, and SEO. Organizations are increasingly seeking versatile marketers rather than large teams of specialists. This shift reflects the need for adaptable professionals who can handle multiple aspects of marketing effectively.
As we move into 2020, unexpected trends may arise, influenced by factors like Brexit and IR35. If you’re looking to expand your team or find your next marketing role, don’t hesitate to reach out to VMA GROUP. Connect with us on LinkedIn or contact lcairncross@vmagroup.com for more information.
