Bernhart Associates’ Jerry Bernhart on the Direct Marketing Job Market

January 2008 By Kate DeBevois

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TM: What percentage of recent graduates are entering the direct marketing field?

JB: I’m not seeing as many young people get into the industry as I did 15 or 20 years ago. Perhaps that’s partly because they are more attracted to areas like high-tech, where they see opportunities that, to them, are more exciting and have strong long-term prospects.

TM: Do you think the Direct Marketing Association education program efforts will begin to help offset this new talent deficit?

JB: I hope so! Clearly, there needs to be a pipeline of new talent, because companies simply aren’t devoting resources to training and developing talent like they used to in this industry.

TM: As more seasoned job seekers come onto the market, what are three tips for direct marketing firms working to hire talent?

JB: #1—Break the rules. Don’t adhere to outdated hiring practices, like setting a salary range and hiring within it. Break the compensation rules to hire the right candidate. Pay for the person and for performance, not the job.

#2­—Don’t just work with the people you inherit. Take bold actions to build the talent pool you need. If we enter into a full-blown recession, you will have a rare opportunity to pick up top talent that will not otherwise be available once the economy gets back on its feet.

#3—Treat recruiting like it’s a marketing function—not purchasing—and shape your entire company, your jobs and your corporate strategy to appeal to talented people.