Episode Summary: #624 - 2025 Hiring Strategies and How to Plan with Sue Keith, Landrum Talent Solutions

Release Date: January 13, 2025
Podcast: The Agile Brand with Greg Kihlström®
Host: Greg Kihlström
Guest: Sue Keith, Corporate Vice President at Landrum Talent Solutions

Introduction

In Episode #624 of The Agile Brand, host Greg Kihlström engages in an insightful conversation with Sue Keith from Landrum Talent Solutions. The discussion centers on the evolving landscape of hiring strategies for marketing professionals in 2025, addressing the discrepancies in job market perceptions, the impact of artificial intelligence (AI), and effective approaches for both job seekers and hiring managers.

The Reality of the 2025 Marketing Job Market

Sue Keith opens the dialogue by highlighting a significant disconnect between media reports and the actual state of the job market for knowledge workers. She emphasizes that while hourly sectors like retail and hospitality continue to face staffing challenges, white-collar professionals, particularly in marketing, are experiencing a tough job market—a situation often overlooked by mainstream media.

“We’re finally getting some of the what I call the reality covered. And I really should say that I take no joy in this coverage or this reality.” – Sue Keith [03:58]

Sue points out that recent media coverage, including articles from reputable sources like The Washington Post, is beginning to acknowledge what she terms the "white collar recession." This recognition brings much-needed visibility to the struggles faced by talented marketers striving to secure employment in a challenging environment.

Emerging Trends and High-Demand Roles

Despite the overall difficulties, Sue identifies specific trends and roles within the marketing sector that remain in demand or are resurging:

1. Contract and Interim Roles: Companies are increasingly seeking contractors to fill positions that would traditionally be full-time roles. This shift allows businesses to manage budget constraints while still addressing critical needs.

2. Product and Partner Marketing: There's a renewed focus on these areas as B2B demand generation becomes more challenging. Marketers are revisiting core strategies to better understand buyer personas, expand product applicability, and leverage partner channels.

3. Event Marketing: Previously sidelined during the COVID-19 pandemic, event marketing is making a comeback as a vital demand generation channel.

“Event marketing that was left for dead after Covid is making a comeback.” – Sue Keith [06:12]

Sue attributes the resurgence of these roles to the increasing difficulty of B2B demand generation, often referred to as "B2B inflation," which necessitates more sophisticated and strategic marketing efforts.

Business Investments Amid Economic Uncertainty

Greg shifts the conversation to how companies are approaching investments in technology, programs, and personnel in the face of economic uncertainties, including those stemming from recent elections.

Sue describes a mixed response from businesses:

• Bullish Investments: Some companies, particularly those viewing a Republican win favorably, are optimistic and plan to increase investments in new strategies, technologies, and hiring.

• Cautious Approaches: Others adopt a "wait and see" stance due to ongoing uncertainties such as tariffs, potential reductions in federal government headcount, loss of immigrant workers, and global instability.

“Things are messy right now and get ready for a roller coaster ride which is going to last for a while.” – Sue Keith [11:10]

Strategies for Marketing Professionals to Stand Out

In a competitive and chaotic job market, Sue emphasizes the importance of networking as a crucial strategy for job seekers:

“You have to leverage your network, figure out who might be connected to someone at the company you're interested in, and ask for help.” – Sue Keith [11:41]

She advises professionals to:

• Build and Utilize Networks: Establish connections within the industry to gain referrals and insider insights.
• Personal Outreach: Directly reach out to potential contacts to increase the visibility of their resumes beyond automated application processes.

Greg concurs, sharing his personal experiences of benefiting from proactive networking and encouraging listeners to emulate this approach.

Advice for Hiring Managers

For hiring managers facing challenges in sourcing the right talent, Sue offers practical advice:

“You really need to identify the top three or four skills needed to be successful in the job... everything else becomes nice to have.” – Sue Keith [14:18]

Key recommendations include:

• Simplify Job Descriptions: Focus on essential skills rather than an exhaustive list of requirements to attract a broader pool of qualified candidates.
• Prioritize Top Skills: Clearly identify and emphasize the critical competencies necessary for the role to streamline the hiring process.

Greg agrees, noting that prioritizing certain skills ensures that candidates meet the core needs without being overwhelmed by excessive qualifications.

The Impact of AI on Marketing Roles and Hiring

AI continues to reshape the marketing landscape, influencing both the nature of roles and the skills required:

• Reduction in Headcount: A Gartner survey cited by Sue indicates that 26% of marketers expect headcount reductions due to AI integration.

• Shift in Skill Sets: While AI tools are primarily used for accelerating content and creative production, their strategic use is expanding, including customer segmentation, predictive analytics, SEO optimization, and conversational marketing through chatbots.

“Most marketing teams using AI technology primarily to accelerate what I call content and creative production.” – Sue Keith [16:43]

AI-Related Skills for Hiring Managers

When evaluating candidates, Sue advises hiring managers to prioritize the following:

• Curiosity and Adaptability: Seek individuals who display a proactive interest in AI and are willing to learn and adapt to evolving technologies.

• Conversancy with AI Tools: While deep expertise may not be necessary, familiarity with AI applications relevant to marketing is beneficial.

“You should be looking for curiosity around AI and a proactive willingness to figure out what's out there.” – Sue Keith [19:17]

Preparing for the Future: Hiring Strategies Amid AI Integration

Marketing leaders must anticipate and plan for the growing role of AI:

• Be Prepared to Justify AI Integration: Leaders should be ready to explain how AI will enhance team efficiency and address hiring needs.

• Upskilling Existing Teams: Implement training programs, designate AI champions, and encourage the use of AI tools to ensure teams remain competitive and capable of leveraging new technologies.

“Designating what they're calling AI champions within their team... can make sure the marketing team remains current on how AI can be used.” – Sue Keith [21:27]

Staying Agile: Sue Keith’s Approach

Sue underscores the importance of agility in her role by maintaining constant communication with marketers across various industries. This engagement ensures she stays informed about the latest trends, strategies, and technological advancements, allowing her to provide informed advice to clients.

“I talk to marketing leaders who are hiring, talk to marketing candidates who are job seeking... So not only does this help me stay agile myself, but it means I'm able to bring these insights to bear when we're advising clients.” – Sue Keith [22:53]

Conclusion

Episode #624 of The Agile Brand offers a comprehensive examination of the current marketing job market, highlighting the challenges and strategies necessary for both job seekers and hiring managers. Sue Keith’s expertise provides valuable insights into navigating the complexities of hiring in 2025, especially amidst economic uncertainties and the transformative impact of AI. Listeners are encouraged to stay agile, actively network, and adapt to the evolving demands of the marketing landscape to achieve sustained growth and success.

Learn More:

• Sue Keith & Landrum Talent Solutions: Follow the links in the show notes for additional information.
• Subscribe to The Agile Brand: Access more episodes and stay updated by subscribing on your preferred podcast platform.
• Contact Greg Kihlström: For consulting, advisory services, or speaking engagements, visit www.gregkillstrom.com.

The Agile Brand is produced by Missing Link, a Latina-owned strategy-driven, creatively fueled production co-op dedicated to crafting human connections through intelligent, engaging, and informative content.