Future-Proofing Marketing Talent in 2023

Retraining marketing talent is essential for the marketing function to stay competitive. Learn how investing in employees leads to a better performing marketing workforce.

Prioritising current marketing talent is key in order to keep up with industry trends and stay competitive. By investing in the professional development of current employees, marketing executives and companies can save on recruitment costs while retaining valuable team members who have already demonstrated a commitment to the organisation. With the rise in hybrid working and socio-economic challenges such as net zero, the talent within the workforce needed to adapt.

Moreover, upskilling can boost employee morale and motivation, leading to higher productivity and better outcomes. However, it is equally vital to attract and retain top talent, which is where diversity and inclusion come into play. A diverse workforce brings new perspectives and ideas, improving creativity and problem-solving skills. Investing in diversity and inclusion initiatives can help attract and retain diverse talent, making the company more innovative and competitive.

A combination of upskilling and talent retention strategies can lead to a skilled, engaged, and high-performing marketing workforce. So, how can CMOs and marketing leaders tap into marketing talent today? 

Our flagship event, The Studio, welcomes marketing and technology leaders from more than 33 different countries around the world and provides them with a platform to share their experience and expertise in recorded roundtable discussions. Discover more about the previous methods discussed and the potential hot topics up for debate in the Marketing Studio at Abbey Road Studios.

The importance of retention

When it comes to optimising your marketing team's success, it is crucial to recognise the value of your existing talent. While the idea of bringing in fresh faces may seem enticing, retaining your current staff should be a top priority. To do so, executives must focus on supporting the growth and development of their marketers. By nurturing the skills and talents of your team members, you can cultivate a positive work environment that leads to higher productivity, increased job satisfaction and ultimately, greater success for your marketing efforts.

We have already established that recognising the talent is an important skill to have as a marketing leader–upskilling the team is equally as important and rewarding for the organisation. Most of all, upskilling marketing talent ensures that they are equipped with the latest techniques and tools to stay ahead of the curve. When provisioned with the right skills, marketers can create a seamless and enjoyable customer journey, resulting in increased satisfaction and loyalty overall.

Investing in marketing talent 

The majority of marketing leaders and executives are aware of the fact that investing in marketing talent is key for organisations for a number of different reasons. One of the main themes discussed throughout the In The Hot Seat debate ‘The Definitive Guide to Tapping Marketing Talent’ is investing in talent.

The way consumers interact with brands and make purchasing decisions is constantly evolving. As a result, marketing talent needs to stay up to date with these changes to effectively reach and engage their customers. In addition to this, organisations are given the opportunity to improve their ROI. By recruiting marketing talent with a diverse skill set, organisations will become better equipped to develop effective strategies, create engaging content and target the right audience, resulting in increased sales and revenue.

Along with better ROI and customer engagement, strong marketing talent can create and maintain a positive overall brand reputation. With the right messaging and positioning, skilled marketers can build trust with consumers, resulting in loyal customers and positive word-of-mouth referrals. From this, organisations can create a unique brand identity and stand out in a crowded marketplace.

Diversity 

As companies increasingly recognise the need for diversity and inclusion in the workplace, the marketing function is no exception. With a multi-generational workforce comprising Gen Z, Millennials, Gen X, Baby Boomers and the Silent Generation, employers must take care to ensure their hiring strategies are inclusive and welcoming to all. All of these generations have different wants, needs and expectations–all of which will be an important discussion point in the roundtable ‘The Definitive Guide to Tapping Marketing Talent'. 

When expanding the workforce, leaders and hiring managers must also be mindful of the language they use in job descriptions and recruitment materials, to avoid excluding candidates from diverse backgrounds. By prioritising diverse hiring strategies, companies can benefit from a wider range of perspectives, ideas and experiences, leading to a more innovative and successful marketing function and skilled talent pool.

Hybrid talent recruitment

With this increase in diversity comes a change in workplace environments and more geographically–spread talent across the globe. 

In a virtual roundtable at The Studio titled ‘Diversity and the Future of Work’, Divisional Head of IT & Operational Risk at Fidelity Bank, Dr. Frances Undelikwo, argued that the younger generations of the workforce want more flexibility, agility and innovation in their roles. “You look at their wants not their needs”, Dr. Undelikwo said. In the same roundtable Louise de Beer, Director of Software Engineering at JVR Solutions, stated that working remotely has impacted the digital literacy gap, allowing disadvantaged youths of different backgrounds to access the resources they need while furthering their skills.

“You can have meetings now with half the team in the meeting room and half the team dialling in”, said Peter Thomas, Managing Director of Integrated Marketing at Accenture. In the ‘Marketing in a Hybrid World’ Studio roundtable, Peter and the rest of the panellists agreed that the shift to hybrid working has altered the role of the modern day marketer, with more spread-out and diverse teams collectively working together on a hybrid basis. With more talent moving online, the need for hybrid recruitment strategies became apparent for organisations looking to expand their teams.

Marketing talent–what’s next?

Investing in marketing talent is pivotal for organisations looking to stay competitive and succeed in today's rapidly evolving marketplace. By upskilling current employees and prioritising talent retention, companies can save on recruitment costs while retaining valuable team members and fostering a positive work culture. In addition, diversity and inclusion initiatives can attract and retain diverse talent, leading to improved creativity, problem-solving skills, and innovation. Hybrid recruitment strategies can also help organisations access a wider talent pool and create more flexible and agile teams. By embracing these strategies, marketing leaders and executives can build a skilled, engaged and high-performing marketing workforce that can drive business growth and success.

Attend the Marketing Studio to see "The Definitive Guide to Tapping Marketing Talent" live at Abbey Road Studios on May 15 and discover how to tap into top marketing talent.