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International marketing recruitment: How to drive global growth amid The Great Resignation

It is a crazy time for marketing recruitment right now. The scales of supply and demand are tipped firmly in the favour of the candidates, meaning businesses need to act fast and offer flexible, competitive and attractive packages to have any chance of securing top talent.

Whether it is losing team members thanks to “The Great Resignation” and changing priorities amongst existing staff, or expansion and growth plans for the coming year, the biggest challenge facing many companies currently is filling vacant roles and building an in-house marketing team capable of driving growth, connecting with customers and creating a brand to be proud of around the world.

Headcount is down but there is still work to be done

Recruiting is time-consuming, and with candidates often interviewing for multiple roles at once, this process is now longer than ever, with preferred candidates often accepting another role before an offer has even been made.

Whilst all this is happening, the work still needs to be done. The demand for your product or service remains – and likely grows – so ensuring you are visible to and engaged with your target audience is vital. Failure to maintain an active digital presence in every market you work in risks you losing rankings, visibility, customers and ultimately revenue.

How can you get the right team in place, whilst not losing revenue in the short term?

On 10 March 2022, Webcertain held a webinar: Recruiting and building an in-house global digital marketing team.

Our panel discussed the challenges and most importantly the solutions available to companies currently struggling to fill roles. They focused on giving digital marketing leaders the insights they need to meet recruitment challenges head-on, so that you can deliver consistent and effective international digital campaigns.

Watch the webinar recording now to dig into this challenging topic.

If this resonates with you and you are looking for solutions now, here are a few questions to consider.

Have you fully explored internal options?

You have probably advertised the posts internally, but have you proactively targeted people in your organisation who could be a good fit? Have you considered people who might not have the specific skillset required but have other skills to bring and, with some training, could excel?

Developing people already in the business could save time and money on recruitment, give an opportunity to a loyal and valuable employee and bring someone into the team who already knows and wants to be part of the brand.

Could you enlist interim support whilst you hire?

The preference might be to do all work in-house, but if you do not have the people to do it, then you need to consider alternatives. Whilst many agencies require long-term commitments and contracts, there are those – Webcertain included – which will work on a project-by-project basis. This can enable you to deliver the most important tasks, ensure you do not fall behind the competition and keep those leads and sales coming in, whilst you recruit for the longer term.

Do you really need to fill all of those roles in-house?

This is something that is especially relevant for international businesses, who might go down the route of recruiting in-country natives/specialists for each market they target. Whilst you absolutely need native input into campaigns and copy, do you require a full-time person for each country?

An option could be to focus on the core strategy roles, and possibly Country Managers for your biggest markets, but utilise agencies or partners to deliver the language work. This allows for flexibility, removes the headache of recruitment, reduces headcount but still delivers the end goal – relevant, consistent and targeted communications for each local audience.

Check out the webinar recording to delve into these questions and many more!

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Gemma Houghton

Director of Marketing at Webcertain
Gemma has worked in international search marketing for over 15 years and is Director of Marketing at Webcertain, overseeing all marketing activities for the Group. She also organises and programmes Webcertain’s International Search Summit and International Social Summit, Barcelona-based conferences focusing on international and multilingual digital marketing. Gemma holds a Professional Diploma in Marketing from the Chartered Institute of Marketing, a Diploma in Management and Leadership from the Chartered Management Institute, and a BA joint honours degree in French and German.

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