‘It’s a reflection of culture’: The evolution of B2B employer branding
Molly InnesIn a challenging recruitment market, B2B businesses are focusing on their employer branding to attract top talent. Those who neglect it could be left behind.
In a challenging recruitment market, B2B businesses are focusing on their employer branding to attract top talent. Those who neglect it could be left behind.
The majority of sales and marketing organisations have failed to adapt fast enough as the digital landscape evolves, the report by the CMO Council finds.
Brands are returning to the recruitment market, but skills shortages and inflationary wage demands are holding up the traffic.
Marketers are noticing a data and analytics skills gap at work, with most organisations looking to fill the void by hiring ahead of upskilling.
From focusing on the short term and worrying about a recession to not defining brand management, why do marketers think their businesses are undervaluing skills that focus on the long term?
By focusing first on improving the revenue “engine”, B2B marketing boss Rosie Guest raised marketing’s influence and secured investment to grow her team. Now she has plans to scale further.
The online comparison site is splitting its marketing function in two, with Tom Wallis to take on leadership of both customer and performance marketing. CMO Mark Vile remains in place to lead on brand.
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The 2023 Marketing Week Career and Salary Survey reveals marketing’s strategic role within businesses has risen in the last twelve months, as brands look to marketers to help navigate the challenging environment.
Taking control of their marketing functions remains a highly appealing proposition for many brands, but new data suggests the reality often falls short of expectations.
Given most marketers responding to Marketing Week’s exclusive 2023 Career and Salary Survey are aged 45 and under, does the industry have a persistent age issue to address?
Some 75 head office employees have been made redundant, with the full impact on the marketing team yet to be confirmed.
Pan-partnership customer director Charlotte Lock will take over responsibility for John Lewis’s customer activity, a year on from joining the business.
Specsavers is introducing new senior marketing roles, rethinking its processes, and refocusing on its talent pipeline, as the business chases the next phase of growth.
As brands continue to hire in 2023 despite the economic headwinds, content emerges as an in-demand role for businesses across the marketing spectrum.
The new marketing boss will also oversee product, category and corporate sales teams, as former marketing director Chris Carter takes on a group strategy role.