A survey confirms that CMOs and marketers are now recognised for their increasingly important role in the company. This pushes forward a clear need for specialists in content and distribution.
The international trade magazine Marketing Week released a survey in early 2022 confirming that the marketing department is increasingly recognised for its strategic role. In the 2022 Marketing Week Career and Salary Survey, six out of ten respondents say that the marketing department has gained a greater strategic role, has greater influence and/or is valued to a greater extent.
According to the survey, the pandemic has contributed to this development because the need for strategic advice has increased during a time of great confusion and ambiguity.
Building Teams for Tomorrow’s Challenges
In the fast-paced world of marketing, it’s not just about understanding the current trends or mastering the latest tools. Equally crucial is building a team that can face challenges, adapt swiftly, and innovate consistently. A true testament to a marketer’s courage and foresight is in their recruitment approach. The courageous marketer understands that the right talent can be the difference between stagnation and success.
Why Wise Recruitment Matters in Marketing
The world of marketing today is complex. Brands aren’t just competing for market share; they’re battling for attention, relevance, and loyalty in an oversaturated digital landscape. Building a team that can rise to these challenges requires a strategic, future-forward approach to recruitment.
In recent years, the marketing department has to a greater extent, been restructured, and merged with other departments. This has contributed to a significant need for even more experts in data-driven marketing, especially those who can work with insight and analysis. The need for computer specialists is as great in large and traditional businesses as in the new fast-growing IT companies.
Marketing Week’s survey shows that marketing departments are most eager to hire professionals specialising in data and analytics. The UK survey reveals these three skills that are most lacking in marketing departments:
- Data and analytics: 33.4 per cent
- Content and text production: 17.6 per cent
- Performance: 17.3 per cent
These findings aren’t really surprising, they are core competencies that every forward-thinking team should possess, and it’s a battle for the best minds.
Traits of Tomorrow’s Marketers
- Adaptability: With platforms, tools, and trends constantly shifting, adaptability is key. Courageous marketers look for individuals who thrive in change and demonstrate agility in their thinking and execution.
- Curiosity: A genuine interest in understanding customer behaviour, emerging technologies, and new platforms drives innovation. Curiosity often leads to out-of-the-box solutions.
- Data Literacy: While creativity is the soul of marketing, data is now its backbone. New recruits should not just be comfortable with data but should know how to interpret and use it effectively.
- Collaboration: Modern marketing is interdisciplinary. Whether it’s working with IT on a new website feature or collaborating with sales on a campaign, the ability to work cross-functionally is invaluable.
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The Value of Cultural Fit
It’s not just about skills; it’s about synergy. Courageous marketers understand that a team that shares common values, work ethics, and visions can create magic together. Cultural fit can lead to enhanced collaboration, reduced conflicts, and increased job satisfaction.
Continuous Learning as a Recruitment Criterion
The marketing field evolves at breakneck speed. As such, it’s not just about what potential recruits know now but how dedicated they are to continuous learning. Courageous marketers value candidates who invest in professional development, showcasing a commitment to their craft.
Interestingly, Marketing Week’s survey shows that twice as many UK companies plan to cover the skills gap through hiring rather than those that will further train existing employees. This is probably because many people have little time and great work pressure. They, therefore, need to know quickly that they have access to the expertise, either through internal resources or solid partners. The challenge with this strategy is that everyone is fighting for the same talents. It is about finding the right combination based on the marketing department’s experiences along the way and what is possible to obtain through hiring, training or outsourcing to an agency for example.
Diversity: A Non-Negotiable for Modern Marketing Teams
Different perspectives lead to richer ideas and solutions. Diversity, in all its forms – be it cultural, educational, experiential, or beyond – is not just a box to tick. It’s a critical ingredient for creating campaigns that resonate with a diverse audience.
A few last words…
The courageous marketer doesn’t just look at resumes; they look at potential, fit, and the future. They recognise that the marketing challenges of tomorrow require a team that’s built today with foresight, wisdom, and a keen understanding of the evolving landscape. By recruiting wisely, they set the stage for sustained success, ensuring their brands remain relevant, engaging, and ahead of the curve.
This article is from our e-book, The Courageous Marketer: A Guide for the Fearless
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