The Skills You Need to Stay CompetitivePaul SykesSenior Managing Director – Michael Page Marketing

Skills/requirements

• Traditional or classical marketing......what is it?

• BM roles down c50% since 2008 (Consumer)

• 21% increase in numbers of UK Marketers since 2005 (ONS)

• Insight led roles up 30% in same period....similar in CRM• 1/3 of adverts have the double of use of analysis / analytics

Digital transformation/evolution

• Evolution manifests itself in the development of an existing role, or the creation of a totally new skill set 

• Evolved – Mobile Marketing Manager

• New – Programmatic

• Requires greater cross functional breadth...

Digital transformation/evolution

(Comscore 2014)

Mobile Marketing – in itself an evolved role

Significant analysis / data science

Clear communications and influence over PPC / SEO

App based Marketing (agency relationship / management)

Technology / UX

Digital transformation/evolution

• Evolution manifests itself in the development of an existing role, or the creation of a totally new skill set.

• Evolved – Mobile Marketing Manager• New – Programmatic• Requires greater cross functional breadth…

2008 2011 2015

The rise of digitalDigital Social

2008 2011 2015

Facebook, YouTube, Twitter, Linkedin

• Project management critical – innovation or renovation• Increased expectation for broader business capability

Three key factors:

Individual Complexities – how have expectations changed?

MotivationWhat drives them to succeed in their career and commit to their roles. A legacy brand and a standard package are no longer enough.

Diversity & InclusionEquality and diversity in the workplace will continue to play a crucial role. Businesses need to address the needs of the individual and ensure their offering is tailored to the requirements of each candidate.

FlexibilityBusinesses need to move away from antiquated views of presenteeism and focus on working practices that encourage the best results at an individual level.

Motivations

MotivationSince 2009 there has been a jump in candidates looking for jobs by 71%

New technologies mean there is less need to be in the office – 26% candidates want flexible working

26% candidates are motivated by flexible working

72% are attracted by moneyand better benefits

• 81% of marketers plan to leave their post in next 3 years (Marketing Week) • Shift away from long term service • Albeit priorities shift with age – stability increases,

brand and culture less important

• 31% see opportunities for professional development as key  • Company culture (EVP), reputation and brand – 12%

• 72%....money and package!

Motivations

Diversity & Inclusion

The World Economic Forum predictsthe gender pay gap won’t close until 2095

BAME in workforce 6% to 12% from 1991 – 2011. 20% - 40% in London 2 out of 3 mothers are in employment (Myfamilycare)

62% of Gen Y LGBT graduates go back in the closet when they start their first job (Human Rights Campaign)

• 34% pay gap in Marketing (Marketing Magazine)

• Men now paid 21% more, compared with 2014 when the difference was closer to 40%

• Gen X&Y place more value on “satisfiers” than previous generations

• Note contradiction with 72% citing £ as primary driver

Diversity & Inclusion

Less than one in 10 job vacancies in the UKMention flexible working

Flexibility

57% of people consider flexible working a motivating factor in their jobs

17% of employees have experienced flexible working options

2 out of 3 mothers work 60% fathers don’t have working patterns that suit them

Total

1 Less motivated 3%

2 6%

3 26%

4 31%

5 More motivated 26%

Not applicable 8%

• As always opportunity and £are key • Need to communicate breadth of opportunity • Also how a company engages with staff and community – Glassdoor. • Language in adverts – changing engagement drivers • Remember more transient workforce so have to work hard to engage –

all touchpoints

How to stand out as an employer?

• Qualifications important but as much as before?

• Social footprint – show an interest in content!! • Extra curricular experience – not just bar work! • Remember breadth of cross functional comms – show a broad business interest • Be interesting – memorable presentation

How to stand out as candidate?

• The Marketing industry is thriving

• It’s evolving and therefore is interesting!

• The digital / social element will appeal to entrants to market • Organisations need to present themselves holistically – be it a traditional or digital role • Corporate speak replaced by evidencing the unique DNA of a business • But performance is still king.......

• 2700% increase in the use of the word “pressure”

Conclusions