Author: Kristen Harris
If you feel the job market is more challenging than in 2021-2022, you’re not wrong. The landscape has shifted, particularly for creative and marketing professionals, and it’s not uncommon for job seekers to feel disheartened or overwhelmed. Many are facing challenges they hadn’t anticipated.
However, understanding these changes and adapting your approach can make a significant difference. In this two-part series, we’ve put together an overview of the current market dynamics, why you might be feeling increased job-search stress (you’re not alone), and actionable strategies for managing the strategic and emotional sides of your job search.
Understanding the Current Job Market
Over the last couple of years, the job market for marketing and creative professionals has evolved significantly due to a variety of interconnected factors. In no particular order, we are seeing:
- Economic Uncertainty: The global economy has faced new challenges, such as inflation, recession fears, and fluctuating markets. These economic pressures can lead companies to cut back on marketing budgets and hiring, impacting job opportunities in these fields.
- Increased Competition: The rise in digital platforms and remote work has opened up the job market to a global talent pool. This has increased competition, making it harder for individual creatives to stand out, especially in fields like marketing and creative work where portfolio and experience are crucial.
- Technological Advancements: Rapid advancements in technology and automation have changed the landscape of marketing and creative industries. Tools like AI can perform routine tasks previously done by humans, such as content generation and data analysis, potentially reducing the demand for certain roles or skill sets within a role.
- Shift in Skills Demand: The skills and tools required in marketing and creative fields are constantly evolving. There has been a shift towards data-driven marketing, analytics, and digital strategy. Professionals who haven’t updated their skills to match current trends may find it harder to secure positions.
- Industry Changes: Industries and companies are continually evolving, with new business models and strategies emerging. For example, some companies are shifting towards more sustainable and socially responsible practices, or putting a heavier focus on influencer marketing.
- Company Restructuring: Many companies have undergone restructuring or have reassessed their strategic goals in the wake of the pandemic and current economic conditions. In some cases, businesses are just trying to survive too. This can lead to shifts in priorities and job roles, which impacts hiring trends.
- Remote Work Dynamics: While remote work has opened up new opportunities, it has also introduced complexities. The increased flexibility means that companies might seek talent from a broader pool but also expect higher adaptability and self-management skills.
- Onsite Work Requirements: On the flip side, many companies are requiring employees to be in their offices at least some days of the week. This limits openings and opportunities to candidates in their geographic region.
How This Market is Affecting Job Seekers
In a practical sense, we are seeing these macro dynamics show up in day-to-day interaction for job seekers. A few examples of what we see and hear from candidates:
- Drawn-out hiring processes with multiple interviews: 4, 5, or more interviews and a hiring process that can take months are frustrating to candidates who need to land a role.
- Candidates feeling “ghosted”: Receiving delayed follow-up from the company (or none at all) even after multiple interviews or other significant interactions.
- Layoffs, team restructuring, reduced hours: leading to teams being stressed and short-staffed, with even less time to respond to job seekers.
- Multiple roles merged into one: Companies are trying to do more with less, so roles may require multiple skill sets with the expectation of expertise in everything.
- Roles canceled or put on hold: If job postings are still live when the company is not currently in a position to hire, candidates often feel the postings are “fake.”
- Focus on ROI: Marketing and creative roles are now expected to be measurable and prove their ROI; candidates should anticipate interview questions related to success measures or analytics.
- Onsite or Hybrid Work: Many companies are now requiring employees to work from the office at least a few days per week, and some roles are now fully onsite.
Strategies for Enhancing Your Job Search
Is all of this challenging? Painful? Frustrating? Yes, yes, and yes. Wondering what you can do to counteract all of this? Our recommendation is to control what you can control.
1. Upskill and Reskill
New technologies and methodologies are emerging rapidly, so continuous learning is key.
- Review job descriptions compared to your resume to identify what employers are looking for and skills you might be missing.
- Invest time in courses or certifications that enhance your skills in areas like digital marketing, data analysis, or even new software relevant to your field. Platforms like Coursera, LinkedIn Learning, and Skillshare offer valuable resources that can give you an edge. Many of these are free or very inexpensive – what you’re really investing is your time.
2. Build a Strong Personal Brand
We know not everyone loves playing the social media game. But if your work is related to digital marketing, websites, social media, or anything else online, then you need to be online.
- Build and maintain an active online presence that features your work, experience, and skills.
Ensure that your LinkedIn profile, personal website, and portfolio are up-to-date and reflect your current skills and accomplishments. - Actively participate by sharing insights, successes, and industry-related content to position yourself as a thought leader in your field.
3. Network Strategically
Networking remains a powerful tool in the job search process.
- Engage with industry groups, attend events (many are in-person again), and connect with peers or potential employers.
- Focus on quality over quantity. Building real relationships with industry insiders can lead to valuable referrals and insights into job opportunities that may not be publicly advertised.
4. Tailor Your Applications
Just because you CAN blast out thousands of resumes doesn’t mean you should.
- Gone are the days of sending generic resumes and cover letters. Customize each application to align with the specific role and company.
- Highlight the skills and experiences that directly relate to the job description and demonstrate how you can address the employer’s needs.
5. Stay Resilient and Adaptable
Be open to exploring roles that might be outside of your traditional path.
- Sometimes, unconventional opportunities can lead to fulfilling and unexpected career paths. This could be a different industry, role, level, or job type than you expected.
- For example, many companies are looking for experts with specific skill sets to work on a contract or freelance basis. This flexible work may bridge the gap until you find the next fulltime role, or become a sustainable freelance business for yourself.
- Give yourself grace and manage the emotional toll of a job search – we’ll explore this topic further in part two of the series.
The job market for creative and marketing professionals has changed and is certainly more challenging than it was a couple of years ago. The best way to navigate this change is to stay proactive and adaptable, understand the current trends, enhance your skills, and strategically position yourself. Every step, even a little one, is a step forward.
If you are a marketing or creative professional, feel free to reach out to us for personalized advice and support in your job search. Our team is here to help creatives navigate these challenges and find the next opportunity to showcase their talent.
