A native Corkonian, Lisa relocated from Melbourne to oversee Cpl’s growth and expansion plans in Cork and nationwide. Lisa brought with her a wealth of recruitment experience from across the globe. She has worked with a diverse portfolio of clients across Ireland, the Middle East and most recently Australia. With a strong focus on delivery and a customer centric attitude, she helps businesses to attract and retain the best people.
Marketing Sector Assessment
The Marketing industry has played a significant part in digitising businesses and improving their overall digital presence throughout the pandemic. The immediate need for digital transformation has made the marketing talent market extremely competitive. And we have seen a lot of opportunities for mid-level Digital Marketing Executives, CRM Managers and Digital Analysts. Candidates at this level have had more options now than ever before, with more sectors realising the need to be adopt a digital first mindset. There has also been an increase in eCommerce and Analytical roles whereby, businesses are looking to move towards having dedicated people in this space. We are also seeing companies looking for more specialised positions rather than broader Digital Marketers. Clients are becoming more educated on what they need for their business such as SEO, PPC or Marketing/ Customer Insights. PR and Communications roles have remained competitive as Marketing Directors look to ensure messaging is on brand and sensitive to the current environment.
Marketing professionals were ahead of the curve when it came to implementing flexible working conditions and there continues to be focus on flexibility, working from home and hybrid working models. As hybrid and remote working is key factor in recruiting and retaining Marketing professionals. Companies have also benefited from these new models, by becoming more open to where candidates are based, they have widened the talent pool. With an extensive amount of Irish Marketing jobs based in Dublin, the switch to remote interviews has also facilitated applicants from other regions access roles based in the capital.
What are the underlying forces at work in the Marketing industry
Covid had a significant impact on the Marketing industry since March 2020. Multinationals put hiring freezes in place and smaller companies saw reduced demand for services. As companies adjusted to the changes in the way we work brought on by the pandemic, large players started hiring again, which pushed up demand. The knock-on effect was growth in the SME sector with both business types entered the talent market at the same time. This has led to an improved market for candidates and a shortage of talent in the digital space. With Marketing and PR now finding it become extremely tough to recruit qualified talent. The impact of working from home has affected salary expectations as we see large numbers of people relocate outside of Dublin, the main hub for Marketing roles in Ireland, and into more rural locations. Previously, salaries would have been min 5k+ less than outside of Dublin, now this is less defined and companies across Ireland are having to compete with salary expectations a lot higher than previous years. Companies are offering extra benefits, including more learning and development, flexible hours, and family focused benefits like increased annual leave. Employers are also wary of losing qualified talent and we are seeing significant pay rises occurring to help retain talent.
What is attractive about the Marketing industry in 2022
It is an exciting time to be working in Marketing, Communications and PR as we are seeing companies come to us already discussing potential new roles and strategic plans across the year. As we have progressed through Covid, companies have understood more what Marketing can do for their business. And the digital space is consistently growing, becoming more analytical, and we feel there will be continued growth within specialised digital roles. For job seekers, as the range of available roles is growing so are the benefits attached. Upward mobility is also loosening as more established and financially secure veterans consider their work-life balance and step out of the sector. 2022 looks to be a strong market for talent with the pendulum firmly swinging towards them having strong bargaining power in any contract negotiations.
What are the key issues facing the Marketing industry in 2022
For employers, we are already seeing some skills shortage for new positions specific to marketing analytics and we feel this will continue. Clients are focused on recruiting for mid-level roles, within the 30-45k scale. And are offering significant increases in salaries to retain qualified staff. While there is a lot of opportunities for candidates with 2-4+ years' experience the demand is driving unrealistic salaries and if they go to the market again in 1-2 years they may be priced out. Another issue that may become a challenge is smaller organisations potentially not adapted to the hybrid working model. Refusal to adopt new ways of working will narrow the pool of candidates interested in roles, regardless of the salary. In the marketing space many professionals have now adapted to remote working and notices the improvements in their work-life balance. Work from Home and hybrid working is no longer considered a benefit and people will leave roles which do not maintain some elements of hybrid once the pandemic restrictions are lifted. The skills shortage will potentially make job seekers more cautious about moving to contract roles. Marketing professionals look at an opportunity to see if the experience will benefit their CV, but contract roles will be tricker to place as they lack long-term security.
What critical skills do companies need to develop for success in 2022
For employers it is key to adopt flexible working models and to listen to employee’s needs. Salaries may be on the rise but work from home and other benefits have huge sway. A key skill all hiring managers will need is the ability to personalise offers to each candidate’s needs. Listening and understanding what’s important to a candidate is essential is hire and retain good Marketing staff going forward. For example, some employees are being granted the option to work abroad 3-6 months, generally as a retention method, but as the talent pool shrinks this may become a first offer benefit. Some Technology companies are offering remote working, based anywhere in Ireland. Other benefits becoming normalised are increased retention bonuses and share options. Companies hiring for Digital Marketing positions will be focusing on key Digital Transformation and Social Media skills to develop and grow the business in a digital first market. ECommerce will continue to grow. And experience working on rebranding website projects will be an advantage to anyone entering the talent pool.