Epsilon recently surveyed CMOs and realized they were having a hard time finding talent for today’s evolving world of marketing.
The results suggest that there is less talent or inadequate talent in the marketplace.
But nothing could be further from the truth.
In any economy the best talent is hard to find, because businesses don’t lay off top performers
The problem leading brands have is:
1. Lack of an employment brand
2. Lack of talent reach or an inability to identify the top talent
3. Lack of talent access or an inability to create interest from top talent in their company and / or opportunity.
Ultimately recruiting marketing talent is not like recruiting for finance or IT, the recruiter cannot use certifications to determine who is truly talented. If a skilled recruiter who normally does not look for marketing talent calls a rockstar candidate on your behalf does not truly understand marketing you have zero chance of convincing an A player to come join your team. Not only do they pass on joining today, they will remember the interaction the next time a marketing recruiter calls, making it more difficult in the future. Unfortunately in most recruiting processes, not only is there a lack an understanding of marketing, they lack the time to proactively reach out to the top talent and do not understand where to find them. Real problem for the CMO is convincing others in the organization that recruiting marketing talent is fundamentally different from recruiting other functions. The talent is out there you just need to know where to find them and how to convince them making a move is in their best interest.