Read our new manifesto

Start 2021 with fresh ideas
and practical tips on...

CUSTOMER EXPERIENCE

BRAND SAFETY

GAMING AND ENTERTAINMENT

SOCIAL MEDIA

CTV AND OTT

CUSTOMER RETENTION

DATA AND IDENTITY

PURPOSEFUL MARKETING

WATCH ON DEMAND FROM 25 Jan 2021
Banner BGBanner BG

32% of brands have a marketing skills gap but most struggle to find 'quality talent'

3/4 of senior marketers also said their firms needed to do more on the diversity front / Unsplash

UK brands are facing a skills gap in their marketing departments. However, over half of marketing bosses say it's a struggle to recruit quality talent and that their company isn't diverse enough.

32% of senior marketers said their own teams lacked the skills to deliver 'brilliant' brand work, but 54% said talent was in short supply, according to research from recruitment firm Aquent.

A further 60% of the 109 marketers surveyed said applicants who did apply to work in their marketing team were often underskilled. Only 37% said their current team had all the skillset they needed to deliver.

Despite brands like Arla and P&G recently in-housing some elements of advertising and media production, when it came to creativity 43% of marketing bosses said they still outsourced this to agency partners, even though it was a core part of their own day-to-day.

Recruitment needs to be more diverse

Following on from recent IPA research that found an overwhelming 93% of agency leadership to be white, the survey found that brands still have work to do on the diversity front too.

Three-quarters of senior client-side marketers said that the senior leadership team in their company wasn't diverse enough. Respondents also considered their firms to be challenged on the diversity front, with 27% saying that the 'straight, white male' leadership only wants to recruit in their image.

However, more positively, equality is further up the agenda for 24% of brands with marketing leaders saying their company is actively working towards a more diverse culture with women, people of colour and members of the LGBTQX communities in leadership positions.

Although the average chief marketing officer tenure currently stands at three-and-a-half years and internal agencies like Jaguar Land Rover's Spark 44 have been open about their struggle to keep in-house creatives inspired; brand marketing leads gave a more optimistic view of their turnover.

51% of those questioned by Aquent said members of their internal marketing and the creative team stayed in their roles for between two to five years, and only a quarter (27%) said the average time in role was below two years.

Join us, it's free.

Become a member to get access to:

  • Exclusive Content
  • Daily and specialised newsletters
  • Research and analysis