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Sales and Marketing market trends of 2018

SAM ARICO
PARTNER | SALES AND MARKETING

Sam Arico, Partner of Sales and Marketing at Sharp and Carter, presents us with his insights as to how you can plan for your future and what certain elements to keep in mind from the Sales and Marketing market trends of 2018! 

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“Having got around to most people during our annual end of year Senior Sales and Marketing networking event that we hosted at The Clarence on Friday 16th November, I found there were a lot of similarities in terms of what information and elaboration both hiring managers and senior contacts alike were after in regard to the current state of the market.

As such, I thought I would share my thoughts on how we’ve seen the market trends in 2018 from a Sales and Marketing perspective and what these factors might potentially mean for you.”


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MARKET TRENDS

Recruitment processes remain slow and drawn out:

  • There is more pressure than ever on organisations to perform

  • This creates a greater emphasis on hiring the right people into the business

  • It’s driving a more cautious approach to recruitment, with more steps and a longer overall process. We don’t think this will change any time soon!

It’s a candidate’s market in many industries:

  • Business confidence is high and there are plenty of opportunities for people looking in the right places

  • More candidates have choices on where they move to, including staying in their current role

  • We see less of a “Grass is Greener” mentality forming in candidates

  • Therefore, organisations are having to work harder to attract the best candidates, where it has traditionally been the other way around

SME’s are booming, large corporates steady:

  • Most new roles created are in SME’s with strong growth aspirations

  • Majority of roles on the market in large corporates are usually replacement roles

  • The notion of ‘Job Security’ has disappeared. There is no such thing!

  • Many candidates are now specifically looking for opportunities within SME’s, as they feel they have greater access to the purpose and leadership of the organisation

  • SME’s generally have a greater ability to offer equity opportunities

Changing industries is still difficult, albeit some organisations are becoming more open to it:

  • Unless at junior level, a business is usually paying a candidate for their expertise when recruiting

  • So, if a candidate has no experience in an industry and is up against someone (usually multiple candidates) with years of experience, it becomes a tough ‘sell’ for a business to pay the same salary for the person without the expertise

  • However, we are noticing organisations with real talent strategies are looking beyond industry experience as their number one priority

  • Culture fit, team dynamic, longevity, risk of turnover and the potential future ability of a candidate are becoming more relevant in some organisations

  • This is great to see in these organisations. However, this is still in the minority of sales and marketing recruitment opportunities at this stage. We think this will continue to evolve!

Information is everywhere. It’s no longer about gaining more information, it’s what you do with it that matters:

  • LinkedIn, SEEK Talent, Facebook and social media: it’s not difficult to ‘connect’ with people these days

  • However, it’s the level of the relationship with your connections that is most important when it comes to best utilising your ‘network’

  • The strengthening of relationships through face-to-face meetings is more important than ever, given the number of texts, emails, calls, social media messages and LinkedIn notes people receive daily

  • As this information competes more and more for people’s attention, the in-person relationship prevails even more as the most impactful way to form and build meaningful relationships


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So what does all this mean for you?


If you’re a candidate in the current market, searching for your next opportunity:

  • Plan your career journey well in advance and be patient with processes. Don’t wait until you have to move on, as you’re less likely to be in the right mindset to make the best decision

  • Be open to the size of business and type of role. Titles are becoming less and less relevant. Align yourself with the purpose, values and day-to-day of the role and organisation

  • Know what you want; criteria that’s non-negotiable and negotiable. The next move you make will shape your career – both positively and negatively – so take time out to reflect on where you’re at and the career journey you’re on. Very few do this until forced to do so!

  • Do your due diligence, properly. Talk to lots of people whose opinions you value, and then make your own, well-informed, decision 

  • Challenge yourself but be realistic about where you’re at. Don’t let anyone, including a Recruiter, tell you “you can’t” but in the same breath, know what attributes are required to get there and whether you have them. What are the gaps?

  • Always be proactive. With Recruiters, organisations you want to work for, networking, interviewing – anything you do. People can see from a mile away whether you’re truly passionate or just going through the motions, particularly in an interview. Preparation, or lack thereof, for interviews is always a good indicator and often a deciding factor in a recruitment process

  • Be prepared to be accountable for your performance. Ultimately, your track record, combined with your ability to articulate it, is the only ‘job security’ you have


As a Hiring Manager:

  • The candidate is interviewing you as much, if not more, as you’re interviewing them. So give yourself the best chance of securing that great candidate when you meet them

  • Like the candidate, be realistic. Go for the Unicorn, make the Recruiter work for their money. Just don’t make it a pink Unicorn that speaks twenty languages!

  • To be competitive in attracting the best talent, you need to offer:

  • The opportunity for people to engage with the business strategy, goal, direction and values so they feel a part of the organisation

  • Leadership. Everyone wants a Leader they can learn from or aspire to be, and it’s rare to find. If you can offer that, you’re ahead of the game. It will also play a massive part in talent retention, as people are more likely to stick around or at least be transparent with a Leader they buy into

  • Work/life balance. Everyone talks about it, few get it right. Hire the right people and let them work from home, pick up the kids, take their birthday off, or whatever it is that’s going to keep them truly engaged outside of their need to work and salary

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MOST IMPORTANTLY!! Make your recruitment process slick. Every interaction should be an opportunity to engage someone with your organisation

  • From the advertisement to the way the Recruiter tells the organisation’s story, the greeting from the Receptionist, the HR interview, the Line Manager interview, the follow up, the way an offer is communicated, and the induction after someone starts with the business – and everything in between

  • These interactions often decide whether a candidate joins or elects not to join an organisation, and often hold greater weight than some of the more traditional ‘selling’ points

  • If you’re recruiting an opportunity, recruit it! You can’t drop everything, but don’t leave it as your last priority. Candidates can feel it throughout the process when this is the case


For any further information, or if you’re in the Sales and Marketing space and would like to have a chat, reach out to Sam on sarico@sharpandcarter.com.au or give him a call on 0413 417 003 for a confidential discussion!