Hays Sales & Marketing
January - March 2012
Hotspots
Within the energy, construction, IT and mining industries, Business Development Managers are needed for newly created roles. Some employers are looking for candidates with a mix of both sales and marketing skills. Employers want to invest in good quality candidates to drive sales forward and win business from their competitors, particularly if the economy tightens. Due to mergers and takeovers, larger companies are restructuring and creating BDM roles to alleviate skill gaps to put themselves in the best possible position to gain a competitive advantage.
Within the IT space, Product Managers are needed in response to technological advances, mainly Cloud, and a shift within business models.
There is a greater demand for experienced online and digital candidates since employers are expanding this division of their marketing departments. In fact, digital marketing and communications skills are at the forefront of employers' needs, even as part of a broader role. This trend is expected to continue.
The private sector also needs marketing contractors who can deliver campaigns. Candidates need to be able to coordinate end-to-end activities across a variety of channels. Permanent opportunities are available, although they are in shorter supply and they require specific industry experience.
Communications professionals at an advisory level are needed in the public sector. These candidates are wanted for short-term contracts, usually of between one to two months, due to budget pressures. However many contractors once in assignments have been offered extensions. Strong writing skills have been a prerequisite, along with previous state government exposure and the ability to start immediately.
Overcoming skills shortages
Employers are becoming more flexible when it comes to a candidate's background. For example, employers will compromise on industry background for entry level territory managers if the candidate's skill set and cultural fit is suitable. Retail and media organisations will also consider candidates from an FMCG background.
Many hiring managers are moving quickly to secure the best candidates for temporary assignments.
Employers are increasingly considering uncapped commission structures. They are also considering the international talent pool and through our Hays global network we have helped several employers by identifying strong O&D candidates in the UK.
The coming quarter
We expect to see an increase in candidate movement this quarter as freezes are lifted and budgets are released for 2012. At the end of 2011 there was a great deal of planning for the New Year and thus recruitment activity will be evident this quarter. In addition, we expect to see a number of newly created roles this quarter due to company mergers and takeovers and therefore restructures. Vacancy activity is expected to rise for field sales force candidates as replacements for underperformers.
The South Australian state government will step up its requirements, initially on a contract basis following the restructure of various Departments and Ministerial portfolios. The lag time on decisions may however see roles not commencing until the second quarter of the year.
Executive recruitment
From February we expect to see activity at the executive level for National Sales Managers, General Managers and Senior Channel Managers.
We will also see employers seek candidates with exposure to both strategic planning and implementation, with an element of hands-on marketing and communications skills. However supply outweighs demand and thus industry experience remains key, which in itself limits the options for employers.
Vacancy activity at this level is generally due to the departure of staff rather than the creation of new roles.
Employer trends
When recruiting for sales roles, employers look for candidates with specific and measured sales experience and proven results. Instead of relying on relationships within industries or with clients, they are looking for sharper sales skills, proven sales processes and a more intelligent number-focused approach. They are willing to compromise on specific industry experience.
For marketing roles, employers continue to demand an almost perfect candidate match, with technical skills and industry knowledge pre-requisites for the successful hire. Recruitment processes need to become as streamlined as possible, with a focus on the candidate experience.
Candidate trends
We have seen an increase in the number of candidates at the senior level as companies merge and restructure or slim down their senior teams. We have also seen an increase in temporary candidates as travellers arrive in Australia. Many of these candidates are now looking to remain here long-term and hope to gain sponsorship given uncertainty in their local market.
Candidates are not as selective in the roles they will consider as they were last quarter. They are more open to discussing current roles that are available.
There has however been a noticeable decrease in quality specialist marketing candidates, particularly at the $55,000 to $65,000 base level who possess stakeholder management skills and a solid history working client side. Any organisation looking to hire at this level needs to make sure they streamline their recruitment processes in order to secure the candidate.
For marketing/communications roles, the volume of generalist candidates is high but when specialist experience is required the options are significantly diminished. Thus generalists need to remain flexible in their expectations. A focus on the right role for career opportunity rather than a significant salary increase will open more opportunities to you.
