The marketing manager role is a fast-changing one, with high demand for great candidates across many different sectors. At Michael Page Marketing and Digital, we’ve noticed significant changes in the way employers approach the role in recent years, and what candidates need to do to stand out on the job market. Read on for a breakdown of the trends reshaping the scope of this critical role.Hiring marketing managers: Steady demand, evolving skillsDemand for great marketing managers is consistently high, from general oversight-focused roles to jobs specialising in particular marketing areas, such as campaign management or copyrighting. Companies of all sizes know they need to invest in top marketing staff, whatever economic challenges they might be facing; demand has accordingly remained steady in recent years.We have seen changes in demand for marketing skillsets, however. Rising demand for digital capabilities skills – from social media to search engine optimisation (SEO) to online customer relationship management (CRM) – is an obvious trend we have seen across many sectors. This was particularly acute during the pandemic, when customer relations moved online.Corporations have been investing more in social media marketing specialists, a role that’s often a great entry point for young, TikTok-saavy professionals, but also for more senior marketing managers who are placing social media at the core of a wider marketing strategy. There’s also been a lot of investment in new customer management systems (CMS), including website migration projects. This has led to a demand for marketing managers up to scratch with the relevant systems, such as Salesforce and Microsoft Dynamics 365.Interestingly, however, since the end of the pandemic we have also seen more demand for ‘all-rounder’ marketing managers, not just digital specialists. Companies will always need specialists within marketing, but being able to perform in a wider network has become even more of an asset.Another trend is the non-profit sector’s growing demand for content creation, which has fed into marketing manager roles in these organisations. Charities and NGOs in particular are increasingly looking to create their own original content for marketing. And it’s not just non-profits thinking about content; employers in all sectors are on the lookout for marketers with solid writing skills who can change tone of voice for different channels – including blogs, socials, shortform, and longform. While having great SEO skills is still vital, content strategies have become about more than just boosting an organisations presence on Google.How marketing manager roles are changingA few years ago, organisations were very interested in candidates with Chartered Institute of Personal and Development (CIPD) and other marketing qualifications. Now, employers increasingly understanding that a traditional background is not always necessary for a candidate to thrive in a marketing manager role. Certifications like these can still bolster a CV and show off ability and experience, but employers are becoming more flexible when determining what makes a great marketing manager beyond marketing-specialist qualifications. As mentioned, businesses are currently interested in hiring brilliant marketing all-rounders – and that involves having top leadership skills. If a more junior member of your team wants to step up to marketing manager but does not have leadership experience yet, it might be worth giving them an opportunity to prove themselves by taking on more responsibility in their current role. Can they get involved in mentoring? Or perhaps help with onboarding and training? Think carefully about where and how your people can pick up leadership responsibility, whether formal or informal. By giving them the chance to step up internally, you can save on hiring budget, and also create internal career pathways, which always helps with talent retention. Download our Talent Retention eBookHow to attract top marketing managersLike so many sectors in the UK, the marketing talent pool is competitive and largely candidate-led right now. Companies need to work to stand out as employers of choice to increasingly demanding candidates.Considerations like salary, benefits, and company culture are of course important and require careful planning and research. That’s why our 2023 Marketing Salary Guide and Employee Value Proposition eBook provide employers with latest data to help them attract the best marketers. However, for marketing manager roles in particular, it’s important for employers to show candidates how positive their career progression prospects will be if they join. A marketing manager role is a leadership position, so candidates are likely to respond well if you can outline their career path within your organisation. From the very start of the recruitment process, make clear that you’re dedicated to upskilling and developing your staff. This should come across in both job adverts and interviews. At the same time, specify what the criteria for promotion and progression will be, should they get the job. And be clear about the level of responsibility they’d have in the role – for example, tell them how big their team and wide their responsibilities could be.What do you think?Marketing is an exciting discipline with many moving parts and shifting priorities. If you are planning to bring new marketers onboard, be sure to download our 2023 Marketing Salary Guide and get in touch with the team to discuss your needs. Get in touchGet in touchIf you are an employer and would like to talk to us about your current recruitment needs, fill in the form below and one of our consultants will call you back.IMPORTANT: By submitting your email address and any other personal information to this website, you consent to such information being collected, held, used and disclosed in accordance with our PRIVACY POLICY and our website TERMS AND CONDITIONS.
