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Marketing recruitment - October 2009
Marketing News |
07/10/2009
Sometimes what looks like the obvious option turns out not to make sense. For example, the uninitiated might think that because consumer spending falls during a recession, a downturn is the perfect time to slash marketing outlay in order to keep overheads down. Why, they might reason, waste cash chasing customers when people are reluctant to put their hands in their pocket? Fortunately for those searching for marketing jobs, successful businesses have learnt to look beyond the obvious.
Take for example the Millward Brown BrandZ Top 100 index. As the name suggests, it focuses on the activities of the world's 100 most valuable brands, and the latest edition should be required reading for anyone who doubts the power of marketing. Not only has the BrandZ portfolio outperformed the S&P Index by 28 per cent, but the world's top 100 brands have also emerged from recession ahead of the rest of the market.
Ray Jones, head of communications and external affairs for the Chartered Institute of Marketing (CIM), is not surprised by the results. He warned that failing to promote a brand through a downturn "can be fatal". However, Mr Jones also called on marketers to adapt to a changing environment and pointed out that by doing so they will be able to make use of customer loyalty built up in the past.
He said: "Research the market and find what new opportunities are being offered by a changing economic environment. Strengthen campaigns by showing solidarity with the customer ? 'we're on your side'. Innovate, to encourage more value-conscious customers to keep spending with you."
And it seems that this hard work is already starting to pay off. A recent study by the CIM revealed that the average pay for marketers increased by 3.3 per cent over the last year, while salaries are forecast to rise by a further three per cent over the next 12 months.
In light of this, it is perhaps unsurprising that marketing positions have fared relativity well in the Ashdown Group Job Index over the last month. Although the number of marketing jobs on offer fell by 1.11 per cent in September, this was the smallest decline seen across any of the sectors monitored. And with signs that the recession is coming to an end, now could be the time for businesses to ensure they can draw on the talent they need to forge ahead of their competitors in the coming months.
Posted by Jon Aspinell.
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