The magic of a marketing team that works together seamlessly cannot be underestimated. But assembling a group of employees who can and want to collaborate day in and day out may not be easy. We did a survey of marketing executives in June 2015, and 42 percent said it’s challenging to find skilled creative professionals. Hiring managers at large advertising agencies (100-plus employees) are having the greatest difficulty, with 55 percent of respondents reporting it is somewhat or very challenging.
Demand is often outpacing supply when it comes to top marketing talent. According to the U.S. Bureau of Labor Statistics, the unemployment rates for certain creative positions, such as market research analysts, marketing managers and designers, are below the national rate. Consequently, companies have to work harder to attract and retain professionals with these in-demand skills. The shortage of talent is even more pronounced in the digital space, given increased investments in digital initiatives.
That being said, building a top copy and design marketing team is an uphill struggle that, fortunately, can be overcome. Here are eight tips to help you recruit and retain marketing all-stars for your organization.
1. Refresh Your Job Descriptions
Most marketing jobs are different than they were a few years ago and, to attract top talent, your job listings should reflect current realities. In addition to highlighting essential skills and qualities for the role, be sure to sell your company to candidates. What makes your organization unique? Also consider the tone and length. Is the job description too long, potentially alienating interested applicants? Or perhaps it’s too short, not giving enough information about the position? Try to strike a balance: Use clear and concise language, but also give candidates a good sense of what it’s like to work at your company.
When seeking copywriters, be specific about what kinds of projects they will be working on — for example, advertisements, Web copy or bylines. When hiring graphic designers, be sure to highlight the technical skills and experience you require.
2. Recruit With a New Attitude
In today’s competitive market, you can’t wait for top candidates to find you. Boost your recruiting game by attending industry conferences and networking events. You have the potential to meet great copywriting talent at conferences, such as Content Marketing World and Authority Rainmaker. For graphic design recruiting, check out HOW Design Live, AIGA Design Conference and Adobe MAX. Use social media, such as LinkedIn and Twitter, to forge new relationships. Not everyone you meet will be a lead, but the connections you make can result in additional introductions that prove beneficial down the road.
3. Entice Top Performers
You’re surely discussing your company’s pay and benefits with applicants during the hiring process, but how are you conveying what’s attractive about your corporate culture and long-term career benefits? When a candidate is courting multiple offers, emphasizing perks, such as remote working options or tuition reimbursement programs and upward mobility, can make the difference between a “yes” and a “no.” Give each job hopeful a complete picture of life at your organization, including social activities: Does the team often go out to lunch together? How’s your staff softball team doing? Any plans for a holiday party?