Service provider specializing in SEO, Blue board, discusses resource challenges in digital marketing and research.
With marketing spending returning to pre-pandemic levels, there are a lot of hires right now. We are seeing the workforce exceeding pre-pandemic hiring levels as there is such a demand for new talent. After Covid, most brands shift their budgets to their online channels. Demand is increasing, but there are not enough resources for everyone.
In the first quarter of 2021, PwC reported that digital ad spend had jumped 49% with the return of marketers’ confidence, with £ 10.5 billion spent. Following this, it was announced in September that job vacancies in the UK had hit a record one million, as payrolls returned to pre-Covid levels. In August alone, The Office for National Statistics said that the number of salaried employees increased from 241,000 to 29.1 million.
Since Covid-19, the recruiting landscape has shifted to a candidate-driven market. Digital marketing and research professionals demand better work standards. They weathered the Covid storm and faced many curves over the past 18 months, and now they know their worth.
Stacey Tylisczuk, PPC, SEO & Digital Marketing recruiter, said: “Since the summer of 2020, the demand for SEO and digital public relations has not stopped. Before Covid, we found that there was greater demand in paid media (PPC and paid social networks) than in SEO, but after disabling “paid taps” at the start of the pandemic to save marketing budgets , there has been an interesting change, with SEO Roles dominating the digital marketplace. In part, I believe this is because, as an industry, we see the value of constant and continued investment in owned media.
“Since mid-2020, the number of SEO and digital PR roles has more than doubled. 2021 continues to be a candidate-driven market and I’m pretty sure that will continue through 2022.
“Historically, SEO roles were paid less than PPC, but SEO salaries have definitely increased since the change. SEOs and digital PRs know their value and typically ask for a 10-20% increase over what we were seeing in the industry in 2019.
“With remote working, many London companies are also mopping up talent in the North and South West, which also drives up wages. In terms of poaching and headhunting, talented people get around 15-20 messages per week from recruiters. Knowing that they are in demand and that they can get a raise certainly makes people think twice about their current roles and salaries.
Simon Schnieders, founder of Blue board, said: “Every agency owner is going through a Covid resource hangover right now. There are a lot of people who have been put on leave and then brought back. They endured Covid and that then led to itching to get a better package, better work-life balance, or a better role. Poaching has always existed, but it is much more prevalent today. Candidates look for companies with strong values, which take care of their people, and can offer development and progression.
So what can you do to face the resource crisis head-on? Whether it’s investing in learning or adjusting work standards to retain current staff and attract new talent, you need to carefully consider your resources to be in a good recruiting position in 2022. Office chic? The candidates don’t care. What they really want to know is what the corporate culture looks like. Agencies need to show how they can improve the lives of their employees – from private healthcare and menstrual days to flexible working and increasing maternity pay. It’s clear that employers will have to work as hard to hire as they do for new business and sales.
Get your agency’s resources on track in 2022 with the top 10 things Blue Array needs to adopt for next year:
1) Adopt a flexible working environment that is fully optional. Employees should be able to work both in the office and at home.
2) Review and compare industry salaries to maintain a competitive edge.
3) Avoid employee burnout by pre-hiring and regularly monitoring their workload.
4) Launch your employer brand to compete with your competition.
5) Create a compelling brand story that will inspire the most talented job seekers to take that first interview and fall in love with your brand.
6) Perfect your recruiting process remotely.
7) Deliver the most coveted benefit: flexibility.
8) Build a pool of reliable and engaged freelancers.
9) Make sure you provide continuing education and growth opportunities for talent.
10) Adopt an ABR mindset (always recruit).