Empower Your Journey: Marketing Leaders' Guide to Mastering the 2024 Job Market

The marketing industry is fiercely competitive, especially for those seeking senior positions. As the market evolves, understanding current trends and employer expectations is crucial for career progression and empowering marketing professionals to get the job they want.

Charlotte heads the digital and marketing recruitment function at Allura Partners. Working both in London and Sydney, Charlotte has honed her skills in digital and marketing recruitment. With over nine years of experience in recruitment, her extensive knowledge of the digital industry and market trends enables her to effectively recruit for roles such as Chief Marketing Officer, Marketing Director, Head of Marketing, Senior/ Marketing Manager, and Marketing Executive. Additionally, she supports her clients in filling key positions such as Head of Product, Design Leadership and User Experience Design roles.

We sat down with Charlotte to explore how marketing leaders can navigate the current talent market, stand out and achieve their goals. In this article, she shares her insights on emerging job market trends, evolving employer expectations and effective job search strategies.

Q. What trends are currently shaping the job market landscape for marketing leaders?

Over the past year, the job market has certainly been dynamic with many individuals affected by redundancies and company restructures across industries. Looking ahead, there is more of a positive sentiment in the market and the expectation is that we will see growth in the number of vacancies in marketing, particularly gaining momentum in the latter part of the year.

Marketing leaders are now navigating a landscape that demands management of lean teams, taking a hands-on approach in collaboration with sales teams to drive growth. External agency partnerships are being reassessed along with marketing budgets, prompting departments to achieve more with fewer resources. There is particular emphasis on leadership teams setting higher expectations for marketing leaders valuing efficiency, creativity, and strategic resource allocation to optimise impact and ROI.

I’ve observed that employee tenure is decreasing, and from an employee’s perspective, frequent job changes on a CV can raise concerns. Although some level of movement is common in fast-paced industries like marketing, employers are wary of candidates with a pattern of frequent moves. To mitigate this challenge, candidates should emphasise their commitment and track record of value creation in each role. Demonstrating collaborative cross-department efforts, value addition, and tangible contributions to business growth can assuage concerns. It’s also essential to articulate the reasons behind any job transition, whether it be for growth, acquiring new skills, or facing company redundancies.

Q: How have employer expectations evolved since the onset of the pandemic?

Since the start of the pandemic, employer expectations have evolved significantly. Employers are now prioritising candidates who can demonstrate tangible value through clear achievements and results. I've seen employers choose one candidate over another to interview simply because the latter didn’t demonstrate clear achievements. In interviews, probing into a candidate's accomplishments and contributions has become crucial, signaling the shift towards a more thorough and value-driven hiring process.

This evolution underscores the need for candidates to showcase their skills and accomplishments effectively, aligning with employers' heightened focus on value and capability.

Additionally, cultural fit remains highly important. Employers are increasingly giving candidates the opportunity to meet with the team and key stakeholders to ensure cultural alignment. This not only helps employers to assess fit but also provides a great opportunity for candidates to understand the day-to-day operations and culture of a business.

Q. What are the key motivations for a candidate looking to leave their role right now?

Several factors are driving marketing professionals to consider a new opportunity. A common reason is the pursuit of career advancement and growth opportunities. Many candidates feel they’ve reached a plateau in their current positions and are eager to take on new challenges that can further their professional development. The evolving nature of marketing itself is prompting some professionals to seek roles where they can be first to market, work with new technologies, and apply innovative strategies.

Additionally, the desire for a better work-life balance, company culture, compensation and benefits also play a crucial role. While financial incentives are not the sole motivator, competitive salaries and attractive benefit packages can be significant factors in a candidate's decision to move.

A key focus of my role is to help my clients to better understand these motivations so they can better align their offerings with what top talent is seeking, ultimately attracting and retaining the best candidates.

Q. Why are candidates missing out on the roles they want?

The job market is fiercely competitive, with a significant influx of talented individuals re-entering the workforce. This surplus of qualified candidates has intensified competition and led to prolonged hiring processes. Consequently, companies are setting increasingly stringent criteria, placing greater emphasis on specialised skills heightening the competition for coveted positions.

To standout, candidates need to be able to clearly define their unique selling proposition (USP) and focus on their key strengths and achievements, both on their CVs and during interviews. Hiring managers are looking to fill specific skill gaps and add to the capability of their team, so candidates must convincingly demonstrate how they meet these objectives.

Aiding senior candidates articulate how they 'stand out’ in line with their competition is rewarding. For me meeting a candidate who you know has potential to do very well is exciting – I focus on opening doors and facilitating their journey towards getting the job they want.

Q. I'm looking to change roles in the next 6-12 months, how best can I prepare for the move?

I always recommend starting with a self-assessment to evaluate your current role, identify your strengths, areas for improvements, and career aspirations. It’s important to understand what you’re seeking in your next role. In the self-assessment identify the skill gaps that might hinder your job search and enhance your qualifications. This includes staying informed of industry trends, strategies and technologies that can give you a competitive edge.

Engaging a recruiter (contact me here!) can help by providing valuable insights into the job market, helping you refine your resume, and connecting you with opportunities that match your skills and career goals that you may not normally have access to.

Q. What advice do you have for candidates looking to strengthen their foothold in the talent market?

My best advice for candidates seeking to solidify their position in the job market is to demonstrate a strong commitment to delivering tangible results.

Employers are seeking individuals who can demonstrate a commercial mindset and a comprehensive understanding of how their role drives business growth. A data –driven mindset is highly valued, and employers are keen to understand what systems and process you put in place to support your marketing strategy.

Embracing a continuous learning mindset and remaining adaptable is crucial in the ever-evolving landscape of marketing. Recently, I've met with several senior-level marketing candidates who had transitioned roles within the last six months. They shared that being hands-on in their new positions has allowed them to deep dive into areas of marketing they hadn’t explored for years. This experience not only broadened their expertise but also equipped them with new skills and knowledge of emerging technologies.

Q. What trends are emerging in salary negotiations within the marketing field?

While opportunities for salary increases exist, the era of dramatic leaps in compensation are not as prevalent as they once were. Performance-based compensation models are evolving, particularly for growth marketing roles where performance bonuses are increasingly common.

In navigating negotiations, thorough research and confident articulation of contributions are crucial. Candidates should be prepared to demonstrate their value proposition and align their expectations with industry standards. Recruiters can offer valuable guidance and support throughout the negotiation process, helping candidates secure competitive compensation packages in line with their skills and expertise.

Q. How has career progression in marketing shifted in recent years?

In recent years, career progression in marketing has undergone notable shifts. Instead of the traditional career trajectory, professionals are now specialising early in their careers, often starting in agency environments before transitioning to client-side roles. Specialisation in areas such as social media, digital marketing, or public relations are increasingly shaping their career trajectories.

Marketing professionals may find themselves pursuing permanent roles, contract opportunities, or a blend of both to gain exposure to a diverse array of projects and clients. Additionally, there is a growing trend towards fractional positions, which offer opportunities for strategic influence without necessitating long-term commitments from candidates. This flexibility allows marketers to diversify their experience.

Q. What strategies can candidates use to navigate the initial stages of employment successfully?

Candidates should use their first few weeks to clarify job expectations, address lingering questions, and maintain realistic expectations while promoting transparency and authenticity during the hiring process.

Thoroughly researching the role and the organisation, especially if the hiring process is moving quickly, is key. By taking responsibility for clearly defining their skill sets and understanding the employer's expectations, candidates can mitigate discrepancies and ensure a harmonious fit between their skills, aspirations, and the employer.

Additionally, building strong relationships with team members and key stakeholders early on can facilitate smoother transition. Actively seeking feedback and demonstrating a willingness to learn and adapt will further support a successful transition.

If you're a marketing professional looking to make a career change and want guidance on navigating the competitive marketing landscape, reach out to Charlotte.