The consumer market has continued to be focused heavily on digital, particularly in retail. Adapting to the changing consumer behaviour, retailers are developing online services and platforms to sell their products; leading to many of my clients investing heavily in their digital channels, attributing more budget here rather than on the traditional retail marketing channels.  Therefore, there is a high demand for digital and ecommerce skills along with paid search, digital content and social media. However, we are seeing less generalist marketing roles and a decrease in communications and brand roles.

Due to changing skills requirements, many of my clients are having to re-structure their functions. My advice here is make sure you have scoped out the structure of your team and the requirements for the role before going to market with your vacancy. Your recruitment partner can help here by sharing their knowledge of best practice from similar businesses. 

These skillset changes are leading to candidate scarcity as the demand for skills is outweighing the qualified, experienced marketplace. The requirement from clients to find talent that ticks all their boxes is unrealistic in the current climate. Therefore, it is advisable, before you start the recruitment process, to consider what key skills you need and those that you would be prepared to sacrifice.

Also consider the packages you offer, salaries have remained static for a while however with demand rising, I do think incentives and benefit packages are crucial to attracting the best talent. Many candidates are prioritising flexible working options and slightly reduced hours in order to achieve work life balance.

Finally, so you don’t lose those all-important star candidates, make the interview process short and pacey. Too many stages, multiple tests and presentations will put candidates off and risk them deciding on another faster paced opportunity.

Read the market view - B2B NFP

Read the market view - Agency

Download the view - 2019 candidate perception research 





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