John Rudaizky, global brand and marketing leader at professional services firm EY, commented in a recent article within Marketing Week that “our business environment might be changing rapidly, but the fundamentals of good marketing remain”.

Our clients often ask us how to legislate for the ever-changing digital landscape within their recruitment strategy. What’s current today in terms of digital skills may well not be tomorrow. It is certainly true in junior roles that businesses look to fill skills-gaps with recruits and this ignores the long term view.

Similarly, at the level at which we work, we still agree with Mr Rudaizky – core skills and experience are what make a successful marketing leader. All too often, a perceived skills-gap within an organisation can cloud a recruitment decision. The most successful marketing placements are based on a suitable fit in terms of values, competencies and team.

Thinking about tomorrow’s marketing leaders, CMOs and Heads of Marketing should look to internal development programmes in order to progress technical and other skills in line with the changing digital landscape. CMO of Britvic, Matthew Barwell, is also quoted in this article and he outlines Britvic’s “marketing philosophy” which focuses on internal training and personal development so that marketers “stay curious and knowledgeable”. He points out the need to be realistic: “the pace of digital disruption and change mean that no marketer can possibly understand all of the nuances of every digital channel available”.

tml Partners – specialists in marketing recruitment. 

Source:

https://www.marketingweek.com/2016/11/02/how-brands-can-close-the-marketing-skills-gap/