Attracting marketing talent and how the winners are doing it

Attracting marketing talent and how the winners are doing it

It's no secret that demand for marketing talent is at an all-time high across every sector. Digital marketing executives are projected to command among the biggest marketing pay packets in 2022. So we ask leading marketing recruiters to reveal what tactics are winning in the battle for marketing talent.

Clare Kemsley, Managing Director, Hays Marketing

“Transparency is key to attracting marketing talent. In our salary survey in late 2019, the main reason for leaving a company was salary, at 29%. Close behind was lack of career progression at 16%. Today, although pay is important, we’re seeing a real rise in importance of companies offering flexible working, training, wellbeing and a culture that facilitates a genuine work/life balance. But many employers don’t make this clear on their websites.

“Candidates are also asking: what are the skills that I need to learn for my future? What can I do in my present role to improve my performance? So they want to work in a place where they can constantly upskill.”

Rohan Shah, Co-Founder and Managing Director, Reuben Sinclair

“This year, the employers with the best employer brands will win the recruitment battles. An employer brand is a complex thing. It includes the corporate brand and values; what you are doing for clients and customers and the types of work people see you doing. It also includes your consumer brand, which is the perception of the brand outside your customer base.

“But the most important element for successful recruitment is the employee value proposition as it answers the question: Why would I choose to work here over anywhere else?

“Although D&I and purpose are important in answering that question for marketers, employers should really ask themselves: What do we really offer prospective employees that they won’t get elsewhere? It doesn’t have to be ground-breaking. It could be that they will get to use the most cutting edge technology in their role. It could be that, as a company, you are better at taking risks than anyone else or are more environmentally responsible than your rivals. But above all, be truthful about it because if you don’t live up to that promise, once people are hired, they will eventually leave.”

Lucy Cairncross, Executive Director, VMA Group

“When people move it is either for career or lifestyle reasons and for many it is both. Employers can’t avoid that now.

“But when they move, marketers really want to know what that company’s purpose or mission is; what they are doing, their stance on issues and their social and environmental impact. This was part of the employer brand before covid but it has been pushed to the fore now. They really want to work for purpose-driven companies. So employers looking to attract the best talent need to actively engage in societal issues, particularly at the leadership level.

“When it comes to pay, candidates want to be paid at the same level of those in existing comparable roles. Fairness in remuneration is very important.”

Aliza Sweiry, UK Managing Director, Aquent

“What makes your company stand out to a job seeker is your company’s human approach. Tell your story and communicate your values by amplifying your employees’ voices and engaging with them directly. It’s all about balance – show how hard your employees work by showcasing their accomplishments but don’t forget to share about all the fun bits, such as social work events.

“Of course, having a fun, stimulating company culture can be a game-changer but that won’t suffice if you don’t offer appealing perks and benefits. As the pandemic has changed the way we work on a daily basis, more and more employees are demanding flexibility. Keeping an open mind regarding remote working, four-day weeks, or flexible hours will allow you to improve employee satisfaction as well as attract the top candidates.”