Chicago AMA | For Marketing Professionals

Career Strategies That Work

WHAT'S THE CURRENT marketing career climate?What options exist for marketers who feel they've hit a dead end in their current jobs? How can employers recruit new talent for their marketing departments?

According to John Higgins, Cofounder of the executive search firm Higgins Associates, Inc., "Marketing professionals today are more knowledgeably and more actively involved in the operation of the business. Sales and marketing are more closely linked -- and being held more accountable -- than ever before. Marketing is focusing more on strategy than tactics.

"Many corporations," he says, "particularly service firms, still confuse the sales and marketing function." Overall there's much more accountability for building the line.

"Competition is fierce," says Russell Weller, Regional Director for Paladin Companies LLC (an organization which places interim executives, managers and other professionals in marketing-related functions). "In the last six months,we've had more qualified marketers than we can place."

Weller notes that temporary staffing has grown from a $1.5 billion business in 1974 to $40 billion in 1996. Rick Cobb, Vice President of the outplacement (corporate-sponsored assistance) firm Challenger, Gray & Christmas, says "Many people don't have the confidence in the long term viability of their jobs that they used to have.It's not an easy game."

What elements can job seekers control? According to Cobb, marketers can control identification and targeting of a particular company, how often they talk to that company and what they sau to the people at that organization.

Higgins, whose firm works to identify and qualify individuals who meet the exact requirements defined by the hiring company, says that a fit of the individual within the culture of the organization is of prime importance."

And it begins with the first interview, Cobb says, "It's the relationship that is premier. People hire people they really like. "

You have to think about what the company wants. Find out as much as you can about the culture of the company by getting the interviewer to talk about the organization." Higgins adds, "You can get a feel for the company by arriving early for the interview. See who's coming in and out of the lobby. Look at cars in the parking lot. Look around."

What kinds of marketers are being hired? Weller says professionals who are self-starters, adaptable -- able to switch gears -- and creative thinkers hold the greatest appeal for companies looking for temporary sraffers. Says Higgins, " As marketing continues to evolve toward a full line function, individuals who can offer knowledge and experience in sales/operations and the advertising function increase their marketability."

"Remember," says Cobb. "The market often doesn't look at you in the same harsh light in which you look at yourself. "Apply your skills as a marketer to work to connect with the decision-makers at the organization."

These career strategy insights were shared during a special workshop sponsored by Chicago AMA's Business Marketing division.

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