Episode Summary: The Agile Brand with Greg Kihlström®

Episode #659: The Current State of the Job Market with Sue Keith, Landrum Talent Solutions
Release Date: April 4, 2025

In episode #659 of The Agile Brand with Greg Kihlström®, host Greg Kilstrom engages in an insightful discussion with Sue Keith, Corporate Vice President at Landrum Talent Solutions. The episode delves into the intricacies of the current job market for marketers amidst a volatile economic and political landscape. Exploring both employer and job seeker perspectives, the conversation highlights emerging trends, challenges, and opportunities within the marketing and communications sectors.

1. Introduction to Sue Keith and Landrum Talent Solutions

[03:02] Sue Keith:
"Land of Talent is a national recruiting firm that specializes in two functional areas, HR and marketing, which is the practice I lead."

Sue Keith provides an overview of Landrum Talent Solutions, emphasizing their specialization in HR and marketing recruitment. Highlighting the breadth of marketing roles, Sue explains the firm's capability to place candidates in full-time, contract, and fractional positions across various marketing domains, including communications, product, and creative sectors. Her background as a former marketer underscores the firm's ability to effectively "speak the language" of both candidates and clients, positioning them as adept matchmakers in the industry.

2. The Current State of Hiring for Marketers

[03:47] Greg Kilstrom:
"What is the state of hiring for marketers in today's volatile environment?"

Sue Keith elaborates on the challenging job market for marketers over the past few years. She attributes the downturn to companies scaling back marketing investments to focus on profitability, a shift particularly noticeable among smaller firms responding to investor demands. Larger companies' cautious approach, anticipating economic downturns, has also contributed to the hiring freeze.

[04:22] Sue Keith:
"We're expecting a resurrection of investment in strategic initiatives, in technology and in hiring."

Despite recent austerity measures, Sue expresses cautious optimism for 2025, anticipating renewed investments driven by potential political shifts favorable to business interests. She notes a resurgence in demand for specialized roles such as partner marketing, event marketing, and content strategy, signaling a strategic pivot towards diversified marketing approaches.

3. Impact of Political and Economic Environment on Hiring

[05:31] Greg Kilstrom:
"How are communication execs responding to those various executive orders?"

The conversation shifts to how recent executive actions influence hiring practices, particularly within government contractors. Sue highlights that companies supporting government agencies are proactively adjusting their workforce strategies in response to new mandates, often resulting in layoffs of specific roles labeled as "consultants."

[06:25] Sue Keith:
"The ability to have agility is especially critical right now as the new administration induces new mandates."

She underscores the importance of agility, with companies needing to swiftly adapt to shifting policies. Additionally, internal communications have become paramount, echoing the uncertainties reminiscent of the COVID-19 pandemic era. Firms are anchoring their strategic decisions in core company values to navigate the volatility.

4. Key Topics Among Communication Executives

Fluidity and Agility

[06:45] Sue Keith:
"The ability to have agility is especially critical right now..."

Sue identifies fluidity as a critical trait for companies, enabling them to pivot in response to new regulations and market conditions swiftly.

Internal Communications

[08:10] Sue Keith:
"Internally, they are responsible for employee communications as well as external messaging."

The necessity for effective internal communication has surged, ensuring that employees are well-informed amidst rapid changes.

DEI Messaging

[09:00] Sue Keith:
"Companies are reevaluating their DEI initiatives and adjusting their external messaging."

Diversity, Equity, and Inclusion (DEI) messaging remains a hot topic, with companies either broadening their language to be more inclusive or, in some cases, removing DEI references altogether. This shift often depends on the leadership's risk tolerance and industry-specific pressures, notably among government contractors.

Influencer Marketing

[11:00] Sue Keith:
"Influencer marketing is no longer just a strategy for big consumer brands."

Contrary to predictions of its decline, influencer marketing continues to thrive. As consumers increasingly rely on social channels for information, partnering with influencers has become essential across various sectors to enhance trust and engagement.

5. Employer Strategies in a Volatile Market

Contract and Fractional Roles

[13:47] Sue Keith:
"Contractor, an interim contractor is a really good solution there."

Employers are increasingly turning to contract and fractional roles to maintain flexibility. This approach allows companies to meet immediate project needs without the long-term commitment of full-time hires, especially when headcount approvals are challenging.

Proof of Concept Hiring

[15:16] Sue Keith:
"They're bringing a contractor to get the work done, but two, to demonstrate the value of having someone in that position."

Employers utilize contractors to not only fulfill immediate tasks but also to showcase the necessity of certain roles, potentially leading to future full-time positions based on demonstrated value.

6. Advice for Job Seekers in the Current Market

[16:51] Sue Keith:
"It's not you, it's truly them. It is really a tough, unforgiving market."

Recognizing the challenges faced by job seekers, Sue advises maintaining discipline in the job search process while also being open to alternative roles such as contract positions. She emphasizes the importance of networking, suggesting job seekers reach out to former colleagues and build connections within their industry.

Notable Strategies:

• Set Structured Time Blocks:
  "Set aside specific time blocks with clear actions and hold yourself accountable."
  Establishing a disciplined approach to job searching enhances efficiency and effectiveness.

• Embrace Contract Roles:
  "Be open to contract roles... It also gives you something to put in your resume."
  Contract positions can lead to full-time opportunities and expand professional networks.

• Network Proactively:
  "Ask for help... most people like to help others."
  Leveraging existing connections and seeking introductions can open new doors.

• Create Networking Groups:
  "Create your own networking group of job seekers... it's a nice way of networking and commiseration."
  Building support systems with fellow job seekers fosters collective growth and opportunity sharing.

• Volunteer and Part-Time Jobs:
  "Volunteering is a great way to meet people and network."
  Engaging in volunteer work or part-time roles can enhance resumes and facilitate new connections.

Keeping Politics Separate:

[21:44] Sue Keith:
"I strongly recommend keeping politics out of your LinkedIn posts."
Maintaining a neutral stance on political matters in professional settings ensures broader appeal and minimizes potential conflicts.

7. Positive Outlooks and Opportunities

Freelancing and Contract Opportunities

[22:11] Sue Keith:
"There are a lot of freelancing contract opportunities out there and I'm wondering if they will stay."

Despite the downturn in full-time hiring, freelance and contract roles are burgeoning. Sue anticipates these opportunities will persist, offering flexibility for both employers and marketers.

Embracing AI in Marketing

[23:06] Sue Keith:
"AI is also an opportunity... candidates should become conversant in AI."

Artificial Intelligence (AI) presents a significant opportunity for marketers. Sue advises candidates to familiarize themselves with AI applications in marketing strategies, asserting that proficiency in AI can be a critical differentiator in job interviews.

[23:43] Sue Keith:
"You're not going to lose a job opportunity to AI, but you may lose to a candidate who knows AI."

Understanding and leveraging AI technologies can enhance a candidate's attractiveness to potential employers, ensuring relevance in an evolving industry landscape.

8. Maintaining Agility in Professional Roles

[24:05] Sue Keith:
"I'm constantly talking with marketing communication leaders about the trends they're seeing."

Sue maintains her agility by continuously engaging with industry leaders and staying abreast of emerging trends. This proactive approach enables her to adapt and respond to the dynamic needs of the marketing and communications sectors effectively.

Conclusion

Episode #659 of The Agile Brand offers a comprehensive exploration of the current marketing job market, highlighting both the challenges and emerging opportunities. Sue Keith's expertise provides valuable insights into strategic hiring practices, the importance of flexibility, and the critical role of networking and AI proficiency for job seekers. As the marketing landscape continues to evolve, the conversation underscores the necessity for both employers and professionals to remain agile, adaptive, and forward-thinking.

Notable Quotes:

• Sue Keith on Agility:
  "The ability to have agility is especially critical right now as the new administration induces new mandates."
  [06:25]

• Sue Keith on AI:
  "You're not going to lose a job opportunity to AI, but you may lose to a candidate who knows AI."
  [23:43]

• Sue Keith on Networking:
  "Ask for help. If you don't ask, you don't get."
  [19:36]

This summary captures the essence of episode #659, providing listeners with a detailed overview of the discussions and key takeaways on the current state of the marketing job market.