Marketing jobs currently 'unnecessary' but set to increase: Recruiters

By David Blight | 23 November 2012
 
Image sourced: Wiki Commons

Leading recruiters have suggested 2013 should see an increase in marketing jobs opening up, but some have argued the current job market has been hampered by an abundance of companies which see new marketers as “not essential”.

Most recruiters contacted by AdNews argued that 2012 has seen a contraction in marketing jobs, as companies look to cut costs, or focus instead on sales or “revenue-driving” jobs.

One recruiter, who wished to remain unnamed, said: “In this economic environment, where commercial sensitivity is so profound, new marketing roles are often seen as unnecessary, as not essential. Companies want to hire revenue generators, and see marketers as passengers not drivers.

“Board members are asking, 'Do we need new marketers, let's get new sales guys instead'. Don't get me wrong, it largely depends on the category and the company, but that is what we are seeing. Marketers are still an important part of the process, but in this climate they are not as important as revenue drivers. Marketers would argue that they are revenue drivers, but many senior executives don't see it that way.”

However, most recruiters also suggested that 2013 will see an uplift as consumer confidence returns. But those marketing jobs which open up will be different roles to those of the past, experts have argued.

The views of several leading recruiters seem to contradict the findings of the most recent Clarius Skills Index, which suggested that demand for skilled marketers is currently at an 'extreme' level.

Perceptor director Mark O'Connor directly opposed the findings of the Clarius Skills Index. “I don't know where those figures [which suggest high current demand for marketers] are coming from. I've been recruiting for 19 years, and this is the weakest recruitment market for marketing jobs I've seen in a long time.

“Companies are not focused on growth, they are focused on cost-cutting. It's been this way for the past 18 months. This is of course a generalisation, but generally speaking that is the case.”

However, O'Connor said he expected the situation to improve, but argued the types of marketing jobs which open up will be different. “This is starting to improve, but slowly. We will see demand for a different type of marketer, one with digital marketing skills and strong data analytics skills.

“In terms of general marketers, there is no shortage of people to fill spaces, but there's just no spaces opening up at the moment. Of course, there is a shortage of marketers skilled in digital and data because these are newer areas, but there are plenty of skilled marketers. But there is no demand.

“Having said that, it can be difficult to get them to move out of their current roles, they are cautious and risk averse. So it's hard to get people to move, but also hard to find roles to put them in at the moment.”

Hourigan International partner Damian Tynan had a different point of view. He also argued that many companies have shown “nervousness” when it comes to opening up new marketing positions. However, he also argued that lots of marketing jobs have still been opening up nonetheless. “We're still having one of our biggest years ever in terms of marketing jobs.”

He said the nervousness of companies to open new marketing positions should start to subside in 2013, but stressed that a different type of marketer will increasingly be required.

“The new marketing jobs which open up will of course need to have a digital element, but companies are also looking for marketers who can drive revenue, rather than just differentiate a brand. So they will need to be able to differentiate a brand as well as drive a commercial outcome. This has been happening for some time, but it will definitely increase.”

He argued that as the economy improves, companies will increasingly “look to revenue-driving strategies rather than cost-cutting”, which should lead to more marketing roles opening up which focus on revenue generation.

Finally, MAARS managing director Brenton Moore said: “If current media trading conditions do not improve somewhat, I'm reluctant to suggest seeing a significant upswing in marketing appointments. But the situation is improving slowly. I believe if there is a change in government, confidence will return to businesses, which will lead to increases in hires and I'm sure will effect the marketing space positively.”

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