Despite some signs of a cautious rebound in the general economy, many marketing execs have yet to re-boot hiring efforts. Still, if there is a ray of hope emitting from any part of the profession, it's B-to-B.
A July survey from Bernhart Associates Executive Search found that among marketers in general:
- 39% of survey respondents said they would add to staff during the third quarter of 2010, down from 43% in the second quarter of 2010.
- 23% had a hiring freeze, up slightly from 20% the previous quarter.
- 6% reported their companies were planning layoffs, compared with 3% in the second quarter.
Why B-to-B Hiring Might Be Up
However, the numbers were slightly better in B-to-B than B-to-C. Why? Jerry Bernhart, principal, Bernhart Associates, had a few theories:
- B-to-B marketers may feel more of a need to work in advance of a comeback cycle than their B-to-C counterparts. The reason here is timing: B-to-B firms have to get more marketing programs in motion because business buyers have longer sales cycles.
- The monetary thresholds for the B-to-B marketing programs can be lower, because B-to-B is often now more reliant on online advertising as opposed to print or TV. And that means it's also easier for B-to-B firms to bring in younger—and possibly more affordable—new hires who are well versed in online media.
- B-to-B firms could be looking to make new hires to support the marketing of new products or services.
Whatever hiring is happening in B-to-B marketing right now, it is trending toward digital media and social media online, Bernhart said. Employers are not necessarily looking for people with only digital marketing experience, but they look at it as something that's nice to have.
But while the B-to-B prospects looked rosier this quarter, Bernhart cautioned marketers not to get too excited. After all, hiring plans for B-to-B marketing also appeared to be on the upswing heading into the third quarter of 2009, but then fell back in early 2010.
"We really don't have another deep recession to compare this to," he said. "Companies that have had to cut people are lacking confidence right now, and hiring is all about confidence."
Looking for Work? Three Quick Tips
Even though B-to-B marketers appear to be a bit more optimistic about their hiring plans than their B-to-C counterparts, Bernhart said job seekers will still find it a tough go. He offered these tips for marketers who are currently looking for work:
- Highlight your B-to-B marketing skills and experience. "Regardless of your experience level, you really need to position yourself as B-to-B and not enough people do that," Bernhart said.
- Emphasize the positive. Makes sure any B-to-B successes you have been a part of are prominent on your resume, and talk about them in detail during interviews.
- Showcase any digital and online marketing experience. "Those are the skills that will help you in the B-to-B world in the future," Bernhart said.
