The REC cites marketing as one of the most challenging areas to find top talent this year. It is a profession that is rapidly evolving and developing, becoming more technically focused and specialised. With candidates more likely to stay put in an uncertain outlook, competition for the top marketing talent becomes fiercer. We take a look at what else businesses can do to improve their chances of attracting and retaining the best.
Selling the role
70% of marketers consider the content of a prospective role as very important. Marketing roles increasingly have wide-ranging remits; therefore, where the focus on a role is placed becomes extremely important. Consequently, if there are exciting projects, pre-eminent brands or cutting-edge developments involved, ensure that the job description reflects it and the agency grasps the full importance. Having both the hiring manager and HR involved as early as possible with help with this.
Beyond the package
Whilst you may offer a competitive salary, marketers are looking beyond simple remuneration. Career progression and the value your organisation places on marketing are key considerations for B2B marketers. To attract the best talent, you must demonstrate the opportunities your business can provide.
The working environment and flexibility are also key concerns and therefore selling points. Flexibility holds a high importance for marketers, especially if your business is based in a remote location. Working from the office 3 days a week may be a more realistic option for some, which broadens the talent pool you can consider.
The importance of the interview
More than half of interviewers make up their minds about a candidate within the first 15 minutes of an interview. However, with competition hotting up for the top talent, candidates are aware of their position and are assessing the job opportunity just as quickly.
We have had quite a few instances of late where the interviewer themselves have put the candidate off the role, either through positioning it in a negative light, or simply being standoffish in their manner. Don’t lose sight of the fact that you are presenting the company and role as much as the candidate is presenting their skills and experience. Body language as always is key, as is allowing the candidate ample opportunity to ask questions; demonstrating that the experience and therefore the way you deal with employees is a two way street.
Marketing is perhaps one of the few professions outside of HR where the importance of the employer brand is truly understood and appreciated. A strong brand that has been strategically developed and executed demonstrates the importance an organisation places on the value of its employees.
With the advent of review websites, the transparency of the brand is greater than ever. We have know candidates to turn down a role based on poor reviews. If you are aware of negative press than be honest in the interview and set the situation in context. In this way you could turn it into an opportunity.