As someone who’s spent 15 years recruiting within the Marketing world, it's been very interesting to see the evolution over the years. It's one of the things I love best about my job – I am having conversations today about things, such as Digital Marketing, which didn’t even exist a decade ago.
Having just started a new job as Associate Director at Onezeero, I thought I would go over some of the big developments I’ve seen, the impact they’ve had on recruitment, and where I see things going forward.
If I’m honest, I could probably talk for hours about how things have changed – there really have been some incredible developments, and I genuinely think we’re only at the tip of the iceberg.
The way data gets recorded, stored, and analysed has come on leaps and bounds. The best businesses have taken full advantage by tracking behaviour patterns and being precise with their marketing. ROI is more important than ever before, and if you compare today’s use of analytics with the “spray and pray” approach of 20 years ago, the two are worlds apart. Some of the most important roles I’ve been asked to fill in recent years have been for people who can transform behavioural data into a fully-fledged marketing plan.
With that said, there have also been many questions about Big Data in terms of privacy. There’s no doubt it’s been in the news for the wrong reasons at times. Many businesses are trying to get the right balance, but there’s no question that they all want to know their customers as well as possible.
When I first started in recruitment, social media was barely a thing. But not only has it been a game changer for recruitment – with LinkedIn being an obvious example – but it’s provided another avenue for businesses to connect with their customers. Many of my clients are in the retail and fashion space, and social media has fast become one of their biggest drivers of traffic.
Whether they’re getting feedback on new designs, or getting involved with the Love Island craze every summer, almost every brand has social media as a top strategic priority. This, in turn, has led to a demand for people who don't just execute. These firms want genuine Digital specialists who can actually plan a 360 degree social strategy. Just think – it was only a few years ago that people thought of social media jobs as simply hiring an intern to post a few tweets. That line of thinking is now as obsolete as Myspace!
The explosion of smartphones (how many of you are reading this on one?...) has led to mobile websites and apps being one of the top priorities for businesses in most sectors. Gone are the days where you could expect people to just pinch and zoom on your website – everything is now built from the ground up.
This has led to a major overlap between the Digital Marketing and Technology worlds. This overlap is coming from businesses, particularly eCommerce ones. Many of them now require their Digital Marketing teams to work hand-in-hand with their tech teams. They are two sides of the same coin, and the smart businesses are incorporating both in their strategic plans.
I believe this will continue to happen, and it’s one of the main reasons I joined Onezeero to head up their new Digital Marketing division.
When it comes to recruiting in the tech space, Onezeero has an unbelievable track record. There’s no such thing as a jack of all trades here – every recruiter is a master of a specific vertical, and that’s why they’ve been so successful.
At the same time, so many of their clients have Digital Marketing needs. The same businesses who need a developer to optimise their website, also need someone who knows SEO and PPC to generate traffic to that website.The same people who need an engineer to oversee a deep product transformation, also need someone to create content that informs customers about this.
But rather than going to different recruitment agencies, as a lot of businesses do – why shouldn’t they be able to go to one trusted partner? Aside from the cost savings they will make from streamlining like this, it also allows them to gain a better cultural fit for all of their hires. Sending multiple jobs to multiple agencies is basically hedging your bets; and there’s no guarantee that the people you hire will be able to gel.
At the end of the day, if businesses see Digital Marketing and Technology as going hand in hand with each other – their recruitment strategy should take the same approach.