Digital and Direct Marketing Hiring Plans Show Strong Rebound
·Multichannel skills: Demand is strong, and growing, for digital and direct marketing talent who understand DM in a cross-channel environment, knowing how consumers interact with content, and building relevant, meaningful relationships with them.
·Younger hires: Respondents reported seeing a lack of strategic insight, a lack of solid direct response testing and analysis, and seeing a sense of entitlement.
·Financial savvy: Respondents want marketers who understand how decisions impact the overall business.
·Training: Companies expect employees to work smarter and advance their knowledge, but there seemingly is a lack of industry training by competent, experienced subject matter experts to help them do that.
·What works: Keeping the company transparent, providing an atmosphere of collaboration, encouraging innovation, rewarding success, investing in current technology, and making the work place fun. Also, solidifying relationships with top performers, paying them top dollar, and challenging them.
·Turn-over concerns: Many companies said they are currently evaluating talent to identify and keep top performers. Employers are concerned that they will face much higher churn as the economy recovers and good talent bolts.
Bernhart Associates' first-quarter survey was emailed to more than 9,700 senior executives and hiring managers, human resource officials, and other key participants in online and offline direct marketing during the first two weeks of January 2010.
According to the Direct Marketing Association (DMA), in 2009, direct marketing advertising expenditures as a portion of total US advertising expenditures grew to 54.3%, and generated 8.3% of US gross domestic product. Also in 2009, there were 1.4 million direct marketing employees in the US. Their collective sales efforts directly supported 8.4 million other jobs, accounting for a total of 9.9 million US jobs.
Results of past surveys can be found in the DMA Statistical Fact Book and on Bernhart Associates Executive Search, LLC's website.
Companies interested in participating in the Bernhart Associates Quarterly Digital and Direct Marketing Employment Report should send an email to email@example.com with "Opt-In" in the subject line, or they can sign up directly on the Bernhart Associates' website.
Jim Gilbert has been creating direct marketing programs that drive superior ROI for almost 30 years. Fluent in consumer or B-to-B, creative, operations, and analytics, he marries the strategic and tactical sides of direct and social media marketing in a seamless fashion that gets results. He's CEO of a multidiscipline direct marketing agency, Gilbert Direct Marketing, Inc., which focuses on direct mail, catalogs, DRTV, telemarketing, print, alternative direct marketing media and social media marketing. Jim has been involved in start-ups, expansions and turnarounds, and is an expert in helping multichannel marketers get to the "next level." He's a former adjunct professor, teaching direct marketing at Miami International University, and is President of the Board of Directors of the Florida Direct Marketing Association. Jim loves to talk direct marketing, and has done many lectures on direct and social media marketing.