Education, training are keys to winning the marketing job race Maria Ligerakis
WHEN it comes to recruiting staff, it's all about finding the best person for the job, and the marketing sector is no different.
But what makes one person stand out against another in the employment stakes? Does it come down to experience, qualifications or some inexplicable "it" factor?
TMP Worldwide (formerly known as Morgan & Banks) sales and marketing team leader Georgia Murch says self-motivation and determination are two highly sought after attributes in the marketing recruitment industry. She says while on-the-job training and practical experience is important, emotional intelligence has emerged as the new buzzword in the job race.
"It's a people-driven business," she says. "The potential and ability of candidates obviously still has a role to play [in the selection process] but you can't ignore personal character traits."
Michael Page Sales and Marketing manager Paul Hallam says there is a demand for strategic thinkers and versatile individuals who are willing to take on varied tasks. "The industry is demanding more creative and strategic skills as companies see the need to promote their brands in mediums besides television," he says.
"As banks and other large financial institutions place much greater emphasis on customer acquisition strategies, there is increased demand for candidates with skills in direct marketing, customer segmentation and database knowledge."
Market overview
Against a backdrop of a sluggish economic climate and in the aftermath of the Ansett and HIH Insurance collapses, the Australian job market is feeling the pinch.
There is a trend towards rebalancing in the market, with the information technology and telecommunications (IT & T) sectors the hardest hit, according to the Michael Page State of the Market Update, August 2001.
While bonuses and stock options may have been all the norm in 2000, Hallam says the pendulum is swinging and it's now very much an "employers' market."
"It's now an employers' marketplace, whereas six to 12 months ago, salaries were being driven up by a shortage of talent," he says. "Employers don't have the need to actively promote the 'employer of choice' message as aggressively to lure talent."
The IT & T sector has been hit, with salaries contracting by between 10 and 15% in 2001, according to the report.
"Softer demand for IT marketing professionals is continuing--a sign that we are still in the early stages of the market's rationalisation and managing investors' perceptions," Hallam says.
Salaries plateaued in the FMCG sector in 2001, with a bigger pool of talent due to the number of marketers retreating from the IT & T sector. The entertainment sector is also feeling the pinch, particularly on the media sales side of the business, with a spate of redundancies and salaries contracting by at least 10%.
Salaries have stabilised in the banking and financial services sectors in 2001--fueled by company restructures, industry mergers and the flow-on effects of recent events in the US. Meanwhile, contracting has become a popular option, with demand for talent in the areas of direct marketing, marketing communications and brand management.
"Twelve months ago you couldn't find enough contractors, today, it's take a number and wait in line," Hallam says.
Laying the foundations
While the job market is undoubtedly tough, degree-qualified individuals are seen as one step ahead in the job stakes, with theoretical knowledge typically gleaned from university and TAFE courses providing a strong launching pad.
While it is not impossible for non-qualified individuals to enter the industry, recruitment specialists agree it is a lot more difficult.
"There certainly is a tendency to support people with qualifications and experience," Murch says.
Ideally, graduates should have some sort of formal training coupled with practical experience (even if only work experience). "It's not always possible, but if there is some sort of balance, it certainly helps."
Hallam advises graduates and young marketers to be flexible and accommodating when starting out. "You really do have to have a flexible mind when mapping your (career) path," he says. "A graduate could, for instance, go into sales and enter the (marketing) industry that way."
Hallam says the fast moving consumer goods sector (FMCG) is a great entry point and training ground for aspiring marketers.
"By all accounts, the FMCG sector is still viewed as the best training ground for the aspiring marketer as they are gaining exposure to both sales and marketing skills in their career."
Murch is agrees, but is quick to point out that today's job environment is tough, and candidates must stand out from the crowd. "There's no doubt that it (market) isn't as job rich as it used to be," she says.
Climbing the corporate ladder
Hallam says young marketers should seek out positions that will give them the widest possible exposure to the business and aid in multi-skilling. And very often, big-name companies (with extensive in-house training programs) are the way to go.
"Large organisations are a great way to go--they provide exposure to more areas of the business and lots of training for graduates," he says.
He goes on to say that FMCG experience can be applied to many sectors and employers should take steps to retain quality staff.
"Employers need to recognise this and look at ways to counter the outflow of quality talent," Hallam adds.
Murch is also a supporter of fostering young talent through education and training, saying the more skills graduates have, the better.
Figures from the latest Michael Page salary survey show marketing assistants in the IT & T sector can expect to command anywhere up to $45K, with Sydney-based jobs offering a slightly higher starting salary.
Meanwhile, the starting point for marketing assistants in the FMCG sector is around $35K (Melbourne) and, once again, slightly higher in the Sydney market.
Hallam says there's scope to climb the corporate ladder and assume a range of roles including assistant marketing coordinator, assistant product manager and product manager. A typical product manager (with three to seven years of experience) in the FMCG sector can earn up to $95K, while a senior brand manager (between seven and 10 years experience) can expect to break through the $100K barrier.
On the sales side of the marketing business, salaries tend to be slightly higher.
At the other end of the salary spectrum, an FMCG marketing director can expect to earn $150K or more, while a marketing director in the IT & T sector can earn anywhere between $150K and $300K.
Murch says while the job market has slowed, some sectors are recruiting more than others. "There will always be roles in government, for example," she says. "And the utilities market is continually changing and needs people." z
