Why hiring Marketers is tough & what to do about it.
Hiring a marketer today is tough. Often, it’s due to a mismatch or a misunderstanding between what companies want (a genius version of the Swiss Army knife of marketing skills) and what candidates can genuinely offer. Hiring marketers has become even more complicated due to post-pandemic shifts in priorities and work environments.
COVID didn’t just disrupt hiring—it rewrote the rules. It made people re-evaluate their working lives and how they spend their time. Once people proved they could be just as productive from home, there was no going back. Now, companies insisting on full-time office work are losing out on top talent.
When it comes to hiring marketers, businesses need to either hire a true generalist (rare but possible), build a team of specialists (expensive but effective), or invest in training to help marketers bridge gaps between strategy and execution.
Here are more reasons and some solutions.
The skill set has become too fragmented
Marketing used to be more straightforward: branding, advertising, events, and direct mail. Now it covers SEO, paid ads, social media, content strategy, automation, analytics, influencer partnerships, and more. Finding someone who can do everything is nearly impossible, yet many companies still expect that “unicorn” candidate.
💡 Our tip: Compromise.
A high demand for hybrid working
A significant number of marketers value hybrid working as much as anything else. According to Marketing Week’s Career & Salary Survey, 82.6% of marketers consider it very important during their job search. Companies that don’t offer it will struggle.
💡 Our tip: Consider offering flexibility where you can.
Buzzword-heavy job ads
Keep job ads simple and avoid long lists of vague requirements. With marketing becoming more complex, it’s easy to fall into the trap of spouting flowery words to sound knowledgeable in an ad.
💡 Our tip: Less is more is the best approach.
Salary expectations have shifted
What used to be a good offer in 2019 is now seen as lowballing. Companies stuck in pre-COVID salary brackets are struggling to attract and retain talent.
💡 Our tip: Salaries must match the level and value of the role.
Hiring processes need to be slick
Some companies are still using old-school hiring practices such as long interview processes, vague job ads and a rigid list of requirements. They then wonder why they’re not landing talent! When hiring marketers, candidates now expect clear, transparent job descriptions, fast and human interview experiences, and a focus on values and growth, not just tasks.
💡 Our tip: Strip back the hiring process, streamline it for both you and the candidate.
Data and creativity are at odds
Marketing was once primarily creative. Now, it’s a data game. Marketers need to analyse results, optimise campaigns, and work with AI tools. Some candidates are heavily creative but lack analytical skills. Others are data wizards who struggle with brand storytelling.
💡 Our tip: Finding someone who balances both is rare—teach them what they don’t know.
Specialisation has created silos
A “digital marketer” in 2010 might have covered multiple areas. Now, you have specialists for everything: SEO, PPC, CRO, social media, content marketing, email, and analytics. While this is great for expertise, it makes hiring difficult because businesses need to hire multiple niche experts or a generalist who is competent in several areas (which is rare)!
💡 Tip: Instead of trying to hire one person to “do it all,” identify the 2–3 core areas that will move the needle most for your business, and hire or upskill around those. You don’t need every channel covered—just the right ones.
The remote world effect
Remote work has opened up hiring options but it’s also made it harder to gauge culture fit, communication skills, and real-world capabilities. Many candidates look great on LinkedIn but struggle with execution once hired.
💡 Our tip: Make the first three months office-based, then move to hybrid.
The candidate power shift
Before COVID, employers held more of the power. Now? Candidates are calling the shots. People have had time to think about what they want from work: flexibility, purpose, boundaries, and they are less willing to settle. To succeed in hiring marketers, companies can’t just offer a salary anymore, they need to offer a reason to join and stay.
💡 Our tip: Become in tune with what people want to make hiring easier
Hiring marketers in today’s landscape isn’t easy, but it’s not impossible. The key is to align your expectations with the realities of the market. Invest in well-being and DEI, support work-life balance, foster psychological safety, and offer clear paths for career growth and progression.
Whether you choose to hire a rare generalist, build a team of specialists, or invest in training to bridge the gap between strategy and execution, being intentional about your approach is what will set you apart.
If you need help navigating the hiring landscape or finding the right marketing talent? Get in touch, we’re here to help you find the perfect fit.