The Changing Landscape for Marketing Talent
Mashable is predicting a major change in the composition and behavior of the US workforce over the next 5 years, that will affect us all, but will have major implications for the marketing industry and the race for talent. They predict the increase in contractors to accelerate with freelancers making up almost 50% of the workforce by 2020. Flexible working will be become the new normal with 63 million Americans working in a virtual or flexible role by 2016 — almost doubling the 2010 number. Companies are still ill-prepared for the impatience of the Millennial workforce as a Georgetown University study showed that Millennials already switch jobs an average of 6.3 times between the age of 18-25, and only 1 in 10 considers their current job to be part of their career. Companies can expect this new generation of talent to be switching jobs with even greater frequency in the next five years. The majority of new job creation is coming from small and medium-sized companies with small shops in social media marketing, healthcare and technology leading the charge.
Against this backdrop of workplace change, the marketing industry itself has been going through its most fundamental reinvention yet, with technology disrupting core business models up and down the industry. These changes have been directly affecting the type of talent sought after by agencies and clients alike. Recent surveys and CMO discussions show that attracting and developing a new set of "digital first" talent is a big challenge, one that most companies have not sufficiently prepared for.
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Source
"The Changing Landscape for Marketing Talent." Tim Mickelborough, Founder and Chief Marketing Officer of the Global Marketing Exchange. The Internationalist. Number 70, 2014.