As the Great Resignation, or Great Reshuffle, ripples through the job market, attracting and retaining marketing team members is more challenging than ever. According to the Bureau of Labor Statistics, 4.2 million Americans voluntarily left their jobs in June, a number that has held steady over the past year. People across industries are reevaluating their feelings about work and life; in Gartner’s 2021 Hybrid and Return to Work Survey, a majority of respondents indicated that the COVID-19 pandemic had changed their opinions on work, work-life balance and the purpose of their jobs, and made them desire change.
And Microsoft’s 2022 Work Trend Index revealed that 53% of employees are more likely to prioritize health and well-being over work than they did before the pandemic and 43% of employees are likely to consider changing jobs this year.
So what does this mean for hiring managers and their marketing teams?
At AMA Baltimore’s recent Executive Roundtable, Stephanie Ranno of TorchLight Hire presented an overview of the current marketing job market and offered advice for the attendees.
With more people placing value on “meaningful careers” and expecting their employers to make a positive impact on their industry and community, communicating your organization’s mission and values is more important than ever. Social responsibility is no longer an option; organizations need to demonstrate how they are making a difference locally and globally. Job descriptions and interviews should focus on helping a candidate understand how their role will impact the organization and its clients. Candidates want their job to have purpose. As marketers, we can help our organizations share this message and highlight for candidates the role marketing plays in advancing the organization’s mission.
Candidates are also seeking flexibility and want to work for an organization that is understanding of their needs and preferences. The pandemic has changed people’s perspectives and perceptions toward work and working styles. 53% of employees are likely to consider transitioning to a hybrid work environment within the next year. Flex hours and hybrid or remote work options are essential to attracting employees. While marketing managers may not have direct control over their organization’s work schedule policies, they can advocate for and offer flexibility within their departments to help attract and retain talent.
And in today’s competitive hiring market, be efficient in your process. If you wait too long to reach out to a candidate or move them along to the next step, chances are another organization will hire the candidate first.
In addition to offering flex and hybrid work arrangements to existing employees, managers need to understand the needs and goals of their team members. Have regular conversations about their career aspirations and provide opportunities for them to learn and grow. Job rotations, professional development opportunities and tuition reimbursement can all go a long way in retaining employees. And of course, parity in compensation – with other employees and with similar positions at comparable organizations – is essential. Creating open dialogues with your team members is key to understanding what their drivers and interests are.
Recognize, though, that some positions will naturally have a higher turnover rate. Early career positions in particular tend to see frequent transitions. Managers need to be prepared and create a pipeline of potential candidates through networking. With higher level positions, managers should develop a plan for recruiting or backfilling roles should the current employee move on to a new opportunity.
For additional insight on recruiting and retaining team members from diverse backgrounds, see our previous blog post, “Diversity & Inclusion: 3 Tips for Marketers Looking to Make a Difference.”
Deborah Shapiro is a writer for AMA Baltimore. She is the Corporate Communications and PR Specialist at Danfoss. You can follow her on LinkedIn.