Looking for a new role in 2023? Here’s what to expect from the recruitment market.
What will the marketing recruitment landscape look like in 2023? By many accounts it’s an uncertain picture, with the impact of budget cuts, rising costs and inflation difficult to determine.
While many brands cut back on hiring in 2020 to mitigate the impact of Covid-19, 2021 witnessed a rise in recruitment. Recruiters report 2022 has been a slightly more stable year.
However, according to IPA Bellwether data gathered exclusively for Marketing Week in October, there has been a “material deterioration” in brands’ hiring plans.
The data found 28% of surveyed firms intend to increase their workforce by the start of 2023, with 18% anticipating job cuts and over half (54%) expecting no change. A net balance of 10.1% of marketers expect employment at their own companies to be higher in three months’ time, the lowest net balance since the first quarter of 2021.
What’s happening to roles?
According to LinkedIn data published in September, an understanding of digital marketing is perceived by marketers to be the most in-demand skill for employers, followed by social media marketing and search engine optimisation.
In 2015, social media marketing was the top skill, followed by digital marketing. SEO was a new addition to the list for 2022, alongside Adobe Photoshop, content marketing, Google Analytics and corporate communications.
Marketing director at alcohol free beer brand Lucky Saint, Kerttu Inkeroinen, is currently hiring across PR, social media, growth marketing and insights. While for Lucky Saint it’s a story of hiring and growth, for other businesses she is seeing the opposite trend.
“Everyone’s feeling next year is quite uncertain,” she adds.
Among the roles Lucky Saint is hiring for, many of the applicants for the PR and social media jobs have been made redundant from their previous roles. These functions are perhaps seen as not “necessary or core” to the business and therefore more likely to be replaced by agency support, she suggests.
If we’d have been having this conversation five years ago, storytelling was the big skill.
Brands may instead be keeping hold of more generalised roles, such as brand management, as they’re more flexible and allow staff to “flex in different areas”, which is trickier for more specialised roles, Inkeroinen adds.
She believes the approach to recruitment depends on where a brand is on its journey. While larger businesses may be slimming down and taking stock, smaller, startup and scale-up brands could well be powering through with their growth journeys.
Outtake
In an ever evolving and competitive marketplace, the importance of the right marketing hire, particularly at the senior level can not be underestimated.
From a candidate perspective, the emphasis needs to be on keeping the skill set up to date and evolving to meet the demands and challenges of clients.
Source: Marketing Week
Comentários