Overcoming recruitment challenges in B2B marketing
28 Nov 2024
Nowadays, finding the right talent in B2B marketing can feel like searching for a needle in a haystack – or worse, a needle that keeps moving. The game has changed: today’s recruitment challenges are less about filling seats and more about finding adaptable, curious people who can navigate an industry in constant flux. Why has recruitment become a puzzle – and how can marketing leaders piece it together?
The shifting landscape
“The optionality for strong marketers is just so much broader… Talent now has more choices than ever, driven by lifestyle, personal and professional priorities.” – Roland Glass, Chief Commercial Officer, HelloKindred
Gone are the days when a polished CV and a few niche skills made a candidate a perfect fit. The marketing world is evolving at breakneck speed, with AI, digital transformation and hybrid working redefining roles almost overnight. In short, the talent pool hasn’t dried up – rather, it’s become a fast-flowing current. If you’re looking for marketers who can thrive amid change, you’ll need to rethink your approach.
Broadening the recruitment lens
“The perfect ‘unicorn’ who has all the skills just doesn’t exist. I’d much rather hire someone with the right mindset: adaptability, intellectual curiosity and a desire for continuous learning.” – Sarah Thomas, Group Chief Marketing Officer and EVP, CapGemini
One of the first steps in overcoming recruitment challenges is letting go of the myth of the ‘perfect candidate’. Instead of focusing solely on technical expertise, look for potential. Does the candidate show intellectual curiosity? Are they adaptable enough to grow with your team? Hiring based on mindset rather than a rigid skill set opens the door to individuals who might not tick every box on paper but who will thrive once they’re in.
Nurturing internal talent
“When we do have a role that comes up, we first try to make it an opportunity for someone internally.” – Nick Burbidge, Managing Director, 368 (in-house agency for Deloitte)
Before diving into the external talent pool, take a long look at your existing team. Offering lateral moves or diagonal career opportunities can help employees to expand their skill sets while solving your immediate recruitment problem. This approach also strengthens retention. By investing in the growth of your current team, you’re not just filling roles – you’re building loyalty and a culture of opportunity.
Leveraging specialist recruiters
“We recruited very heavily in Leeds and found a fantastic bunch of people… We just weren’t able to connect with that market the right way on our own.” – Nick Burbidge
Sometimes, you just don’t have the bandwidth to find the right person, especially when the role demands niche expertise. That’s where specialist recruiters come in. By consulting resourcing experts you can reach untapped talent pools, not only saving time but also bringing in valuable market insights to ensure you find the best fit faster. It’s a resource worth considering for critical or hard-to-fill positions.
The role of AI and technology
“We asked a GenAI tool to write our life stories in the style of Pixar movies, Real Housewives episodes and Netflix series. It was a hilarious bonding experience, but also a powerful way to see how technology can provoke fresh thinking.” – Sarah Thomas
AI is revolutionising how we work – and that goes double for recruitment. From automating initial screenings to providing data-driven insights about candidate suitability, AI can simplify hiring processes. But it’s not just about efficiency; it’s also about unlocking potential.
AI can also enhance your hiring criteria. Instead of filtering for static qualifications, it’s flexible enough to help you identify candidates with traits like adaptability and learning agility – essential for success in our dynamic environment.
Adapting to market realities
“It’s not that there are fewer candidates; it’s that talent has more options.” – Roland Glass
Although it might be hard to accept, talent scarcity may not be the real issue. With remote work expanding possibilities, candidates can be choosier about the roles they take on. Your organisation needs to stand out – not just as a workplace but also as somewhere people can grow, thrive and make meaningful contributions.
Creating a winning culture
“Don’t be afraid to think differently about how you empower and enable your people. Sometimes it’s the softer things, like giving them creative freedom or time to refuel, that make all the difference.” – Sarah Thomas
Attracting talent isn’t just about offering a competitive salary or flexible hours. It’s about nurturing a culture that makes people want to join – and stay. To attract the best, you’ll need to ensure that your workplace reflects the values and opportunities today’s talent seeks – think learning opportunities, cross-functional collaboration and a genuine commitment to employee wellbeing that makes your people feel they belong, are supported and are making a difference.
The final piece of the puzzle
Recruitment in B2B marketing isn’t going to get easier… but it also doesn’t have to be harder. By rethinking your approach to hiring, reaching pools of untapped talent and embracing tools like AI, you can overcome these challenges and turn them into opportunities.
It’s not about finding the perfect fit on day one. It’s about choosing people who have the potential and the temperament to grow, adapt and thrive in a fast-changing industry. In the end, the best teams aren’t built – they’re cultivated.
Hear HelloKindred’s very own Roland Glass and colleagues talking about these challenges and more on the B2B marketing podcast here.
Ready to overcome your recruitment challenges? Discover how HelloKindred can help you attract top talent, build adaptable teams and navigate today’s complex hiring landscape. Whether you need flexible solutions or specialist expertise, we’re here to support your team.
