How to Secure Marketing Talent Amid the Great Resignation

Aston Carter

Why Is the Great Resignation Affecting the Marketing Sector?

The COVID-19 pandemic sparked a cultural shift in how Americans view work — with employees in nearly every industry demanding greater flexibility, better pay and improved work/ life balance. Between January 2021 and February 2022, nearly 57 million Americans quit their jobs as part of the Great Resignation — a term coined to describe this mass exodus of workers.

In a recent Pew Research Center poll, workers cited low pay, no opportunity for advancement, disrespect in the workplace and lack of flexibility as leading reasons for leaving. Despite the U.S. quit rate peaking in November 2021, when 4.5 million workers quit their jobs, employers continue to face widespread labor supply and demand challenges.

The Rapid Adoption of Digital Marketing

The creative and marketing sector has been hard-hit by the Great Resignation, as companies struggle to attract and retain top talent to fill marketing roles. Amid the COVID-19 pandemic, companies sought new, more innovative ways to reach customers. As a result, significant investments in digital marketing and data-driven analytics increased demand for skilled marketers — exacerbating the worker shortage. In the past year alone, marketing job growth increased 15.1% and is expected to increase 7.3% in the year ahead as companies continue to prioritize marketing research and strategy.

The Demand for Marketing Professionals

Prior to the Great Resignation, a global survey found that 81% of UI/UX designers were contacted by recruiters on at least a monthly basis. In this digitally driven world, the demand for creatives and other skilled marketing professionals is even higher. According to a 2022 LinkedIn report, social media and digital marketing specialists are among the most sought-after professionals in the industry. Understanding how to attract and retain marketing talent amid fierce competition is essential to business success in the short and long term.

Four Ways to Retain Marketing Talent

The shift to remote work empowered recruiters to expand their talent pool and connect with qualified candidates — whether they are actively looking for a new job or not. Attractive incentives like sign-on bonuses, paid time off, higher salaries and more impressive job titles can lure high performing marketing employees to take on new roles. In the past three months, one in 10 U.S. workers reported being recruited despite not actively seeking a new job.

Seventy-two percent of business leaders say that attracting and retaining talent is the biggest challenge they currently face. Overcoming this obstacle requires a mix of strategies — some specific to the marketing and creative sector and some best practices across the industry spectrum.

Offer a Competitive Salary and Benefits Package

To be competitive, companies must ensure that compensation packages are consistent with market rates. If employees can get a higher salary or valuable benefits like paid time off elsewhere, they are likely going to take the better offer. In a recent study, 70% of workers indicated that not being paid enough was a top reason for quitting a job.

While the COVID-19 pandemic sparked an abrupt shift to remote work, experts predict that 25% of all jobs in North America will be remote by the end of 2022 and that the number of remote jobs will further increase in 2023. Companies that are willing to hire remote workers are in the best position to expand their talent pool and attract top marketing talent.

More than 57% of marketing teams report using a hybrid work model, while nearly half said that they work remotely full-time. Given the increased demand for flexibility and remote work opportunities, employers should strongly consider this growing trend when developing a recruitment strategy.

Make Sure Your Employees Are Being Challenged

Creativity, problem-solving and out-of-the-box thinking are common traits often shared by marketing professionals. Eighty-one percent of designers want to solve complex problems on the job, and 63% prioritize meaningful work over higher pay. Some will even leave a well-paying job to seek out new projects and challenges.

To attract top talent and keep current employees engaged, companies should empower team members to support a variety of projects and clients. When considering learning and development opportunities, ask questions like:

• Can we ensure employees are working with a diverse portfolio of clients?

• Can we offer greater ownership over a project?

• Can we ensure employees work on different projects to expand their skill sets and prevent them from being pigeonholed in one type of work?

Fostering a company culture that prioritizes employee engagement is a proven and effective way to increase employee retention rates, reduce absenteeism and increase profitability.

Upskill Your Employees

Upskilling — the process of learning new skills or enhancing existing skills — has become a key employee retention strategy. Sixty-five percent of American workers say that employer-provided upskilling opportunities are important when considering a new job, while nearly half said that they would leave their existing job for one that offered advanced skills training. According to a 2022 Pew Research Center survey, 63% of workers who quit a job in 2021 cited lack of opportunities for advancement as a top reason for leaving.

Investing in professional development can make employees feel valued, increase employee satisfaction and mitigate high turnover. In-house company training programs, shadowing opportunities and sponsoring employees to attend external programs and seminars are among the ways employers can strengthen employee engagement.

Consider Working With Contract Employees

The future of work in the U.S. is evolving, and the marketing and creative sector is no exception. As marketing professionals seek new opportunities for flexible work and greater earning potential, many are turning to contract work.

This shift presents a key opportunity for employers — opening the door to transition from traditional in-house marketing employees to contract workers.

Access to a larger, more diverse talent pool with in-demand marketing skills can help companies looking to fulfill growing marketing needs. Personnel cost savings and reduced overhead can also benefit a company’s bottom line.

How Can Workforce Solutions Support Marketing and Creative Needs?

An experienced workforce solutions provider can help companies navigate the current labor market and deliver the right people, skills and experience to solve evolving business challenges. Access to industry expertise and an expansive talent pool offer companies a competitive advantage in finding and hiring top talent. A trusted partner like Aston Carter can also support company-wide retention efforts through the development and management of tailored onboarding programs and employee upskilling initiatives. To discuss how Aston Carter can support your organization, contact us today or explore our options.

*Original article featured on Aston Carter's website.

*I provided content support for this piece.