Sponsored by Robert Half
Marketing leaders today have a lot to keep them busy—and, potentially, awake at night.
Amid inflation concerns, decreases in consumer spending, and general uncertainty in global markets, companies' marketing teams are working hard to stay in front of customers and stay ahead of their competitors. That means companies need the best of the best on their teams, which isn't always easy in today's employment market.
Although some companies may be slower to hire today than earlier this year, research from the 2023 Salary Guide From Robert Half shows that most marketing teams are still searching for talent.
Hiring for marketing roles will be a major focus for companies in the new year, especially for roles that require digital expertise. Some 59% of marketing managers say they plan to add new positions to their teams in the first half of 2023, whereas an additional 33% say they will hire for vacated roles, according to surveys from Robert Half.
Marketing and digital marketing positions lead the pack as top areas for hiring, but those are also cited as the most challenging for finding skilled professionals.
To compete for top talent, nearly half of marketing managers surveyed say, they are willing to offer higher salaries to both digital marketing and marketing candidates.
Suffice to say that hiring for marketing roles is still hot, and managers should be wary that there is tough competition to recruit talent—and that other firms may be trying to convince your employees to leave.
So, how do you hire top talent in a market like this? And how do you keep your current employees happy in their roles? Here are eight research-backed approaches derived from the 2023 Salary Guide to help you build a strong marketing team.
To Attract and Recruit Today's Top Marketers...
1. Get the salary numbers worth knowing
Fully 40% of marketing managers say they are increasing starting salaries to attract new hires. Demand is high for skilled candidates, and job seekers are able to find numerous opportunities, including fully remote jobs offered in other markets; savvy marketing leaders therefore know that their salary offer needs to excite and convince candidates to join the team.
Here are the projected midpoint salaries for select marketing roles next year:
To see even more and customize them by location, check out the 2023 Salary Calculator.
2. Think beyond the paycheck
Candidates today expect more than an attractive salary. The past few years have taught us two things: Flexible work works for marketing folks, and employee wellness matters.
Fully 83% percent of HR managers say their company has added new perks in response to the hiring market, mainly for remote work opportunities, mental health resources, and wellness programs. Moreover, 83% of marketing managers say offering remote work helped them land a great new employee.
If you're presenting marketing candidates the bare minimum, your offer may be ignored.
3. Lean more on contract talent
Today's tough market for permanent hires has made contract talent even more valuable, especially in marketing: 63% of marketing leaders say they plan to bring on more contract professionals in the coming year.
Bringing on interim help during project peaks, for all-hands-on-deck assignments, or for occasions when you need specialized skills, can be a cost-effective strategy for managing shifts in workflows. Plus, you never know: The contract professionals may work so well with the team that you bring them on full-time.
4. Market your company
You know how to showcase your company's products and services to customers, but do you know how to market your organization to potential new hires?
Employer branding is crucial because professionals often look for companies that align with their values, care about the employee experience, and offer a welcoming corporate culture.
Therefore, advertise what makes your company great—on your website, on social media, and during conversations with possible recruits.
To Keep Star Performers on Your Team
1. Benchmark employees' salaries
Compensation is trending upward, as we mentioned earlier, and an unintended consequence of rising starting salaries is pay equity issues—when new hires make more than current staff doing the same job.
To help avoid turnover, 52% of managers say they are giving raises to keep current employees in place, and 54% of marketing and creative professionals report receiving a raise in the past year.
Check whether you're offering the most competitive salary for your team members, no matter their tenure.
2. Offer new ways of working
We've all heard that the nine-to-five, in-office work week is going out of style. Fully 74% of marketing and creative professionals work in remote or hybrid arrangements, and more than half say they're most productive working at home.
Many professionals may walk if they're asked to be in the office full-time, as our recruiters say that teams insistent on strict return-to-office policies have the highest turnover rates.
Consider whether alternative work arrangements could work well for your team: flexible scheduling, remote or hybrid work, or four-day work weeks.
3. Upskill your team
Trends within marketing tend to move quickly, and so do the skills needed to keep up. Today, marketers highly value organizations that help them expand their capabilities, increase their knowledge of tools and technologies, and advance in their career. Yet, only 41% of marketing managers say they are expanding professional development offerings.
Showing you care about your employees' career progression could be a competitive gamechanger for keeping top performers.
4. Support your team's work-life balance and foster community
Fully 79% of employees surveyed say they want to improve their work-life balance, and 51% say they would like more wellbeing support from their organization. Canny employers are becoming much more employee-centric as they recognize the fundamental shift in worker sentiment that has emerged in the past few years.
Workers are drawn, for example, to companies that prioritize diversity, equity, and inclusion (DEI). They want to be part of an organization where everyone can connect, thrive, and grow.
Marketing leaders should ask themselves:
- Are there ways I can better help my team balance professional and personal priorities?
- Are there opportunities to develop belonging and community at work?
Today's ever-evolving employment landscape, with its various shifts and disruptions, may not always be the easiest to navigate. But by understanding and incorporating professionals' career priorities into your recruitment and management plans, you can build your strongest marketing team yet.
For more insights to help you hire and retain talent, check out the 2023 Salary Guide From Robert Half.
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