Podcast Summary: B2B Agility™ with Greg Kihlström – Episode #28: Discussing the Marketing Jobs Market with Sue Keith

Episode Details:

• Title: B2B Agility™ with Greg Kihlström
• Host: Greg Kihlström
• Guest: Sue Keith, Corporate Vice President at Landrum Talent Solutions
• Release Date: November 5, 2024

1. Introduction

Greg Kilstrom welcomes listeners to episode #28 of B2B Agility™, introducing Sue Keith from Landrum Talent Solutions, a national recruiting firm specializing in marketing and HR positions.

2. Current State of the Job Market

Sue Keith provides an overview of the current economic landscape:

• Contrasting Indicators: While indicators like corporate profits, stock market performance, consumer spending, and declining inflation rates show positive trends, companies remain cautious due to prolonged recession fears over the past two years.

  Sue Keith [02:44]: “Despite all the positive indicators... companies effectively retreated... in response to all these predictions and this constant drumbeat of warning calls about an impending recession.”

• Economic Shifts: The initial surge in hiring post-COVID-19 around 2020-2021 was followed by a significant pullback in late 2022, leading to cautious investment and hiring strategies.

3. Impact on Hiring Climate

The uncertainty in the economy has deeply influenced hiring practices:

• Hiring Slowdown: Companies have frozen headcounts and initiated layoffs, particularly impacting marketing teams.

  Sue Keith [04:23]: “Marketing teams have been particularly impacted. We probably talk to a dozen marketers every week at every level who've been laid off.”

• Rise of Interim Contractors: To maintain productivity without committing to full-time hires, companies are increasingly hiring interim contractors for specific projects or to fill temporary gaps.

  Sue Keith [06:04]: “Marketing leaders still need to get the work done and if they can't hire, they bring on interim support.”

4. The Role of AI in Hiring and Marketing

Greg shifts the conversation to the influence of AI on hiring and marketing strategies.

• Current Use of AI: Marketing teams are leveraging AI tools like ChatGPT and Claude to enhance productivity by generating content and graphics more efficiently.

  Sue Keith [10:44]: “What we're seeing is marketing teams are using AI tools to be more productive... producing more content, more stuff.”

• Future Impact: While AI hasn't yet led to significant job eliminations in marketing, there's anticipation it might influence hiring decisions in the near future.

  Sue Keith [10:43]: “We don't see AI or the threat of AI significantly impacting hiring decisions for next year, but I do think there's a good chance it will start to impact hiring in the near future.”

5. Advice for Hiring Managers

Sue Keith offers strategic advice for hiring managers navigating the current market:

• Utilizing Contractors as Proof of Concept: Hiring managers are using contractors to demonstrate the necessity of certain roles, potentially leading to future full-time positions.

  Sue Keith [09:21]: “They're bringing on the contractor as kind of a proof of concept for the role.”

• Balancing Budgets: CMOs are tasked with allocating budgets between program investments and hiring interim support to meet aggressive expectations without increasing headcount.

  Sue Keith [08:17]: “They're finding a balance between using that money to invest in programs and then investing in bringing on people to help execute those programs.”

• Focus on Retention: With teams operating under tight conditions, retaining current employees becomes crucial. Strategies include appreciating team efforts, recognizing contributions, and fostering connections within the organization.

  Sue Keith [15:51]: “Be paying attention to your teams right now, get in front of retention... make sure the work they're doing is they feel like it's being noticed and appreciated.”

6. Insights for Job Seekers

Sue Keith provides guidance for job seekers in the competitive market:

• Honesty in Applications: Candidates are encouraged to be truthful in their applications, especially when responding to screening questions. Dishonesty can lead to disqualification and missed opportunities for other roles.

  Sue Keith [21:14]: “Be honest when applying for jobs... there's a reason to question their integrity and we're probably not going to talk to them.”

• Flexibility with Location: With a shift towards hybrid work models, job seekers may need to be more flexible regarding location requirements to remain competitive.

  Sue Keith [23:12]: “Start figuring out, okay, if you haven't, you've been working remotely... these are some of the things you have to start thinking about.”

7. Importance of Candidate Experience

The quality of the candidate experience has significant implications for company branding and future business prospects:

• Impact on Brand Perception: A poor candidate experience can deter potential customers and harm the company's reputation.

  Sue Keith [18:40]: “Bad candidate experience with your company could actually hurt your company's brand.”

• Strategic Collaboration: Marketing teams should collaborate with HR to enhance candidate experiences, leveraging marketing strategies to improve recruitment processes.

  Sue Keith [20:40]: “Maybe this is where marketing needs to also maybe partner with HR and bring those experience skills that we're used to deploying to the candidate side.”

8. Staying Agile

Both Greg and Sue emphasize the importance of agility in their roles:

• Continuous Learning: Sue stays current by engaging daily with CMOs and marketing professionals, gaining insights that inform her strategies and client advice.

  Sue Keith [24:44]: “I get to talk about marketing strategy, org structures, martech, platforms, stuff with really smart people... that's how I stay really current on things.”

• Benefits of Conversation: Engaging in regular conversations allows for the exchange of valuable information and the identification of gaps or opportunities within the marketing landscape.

  Sue Keith [24:44]: “We can identify what that true skill set looks like... that will be best able to meet the needs of their team.”

9. Conclusion

Greg concludes the episode by thanking Sue for her valuable insights into the marketing jobs market. He encourages listeners to subscribe, leave ratings, and explore additional resources available on the B2B Agility website.

Notable Quotes:

• Sue Keith [02:44]: “Despite all the positive indicators... companies effectively retreated... in response to all these predictions and this constant drumbeat of warning calls about an impending recession.”

• Sue Keith [09:21]: “They're bringing on the contractor as kind of a proof of concept for the role.”

• Sue Keith [15:51]: “Be paying attention to your teams right now, get in front of retention... make sure the work they're doing is they feel like it's being noticed and appreciated.”

• Sue Keith [21:14]: “Be honest when applying for jobs... there's a reason to question their integrity and we're probably not going to talk to them.”

• Sue Keith [20:40]: “Maybe this is where marketing needs to also maybe partner with HR and bring those experience skills that we're used to deploying to the candidate side.”

This episode offers a comprehensive look into the current marketing jobs market, highlighting the balancing act companies perform between economic uncertainty and maintaining operational efficiency. Sue Keith's expertise provides actionable strategies for both hiring managers and job seekers to navigate these challenging times effectively.