The hottest jobs in marketing and advertising jobs in 2024
The hottest jobs in marketing and advertising in 2024
Despite layoffs and job searches dragging on for months, employers are still scrambling to find top talent. Great opportunities are out there, but certain roles and skills are in higher demand than others.
If you happen to specialize in one of these high-demand areas, this presents an opportunity to advance your career or move into a role that better suits your current needs. Employers are eager to fill these roles and are more open than ever to flexible arrangements like hybrid and remote work – especially since that means they can recruit top candidates from beyond their immediate geographic area.
And if you’re looking to diversify your skill set in hopes of standing out in a sea of applicants, you may also want to take some notes! Adding a certification or two in one of these areas could be just the edge you need to get the attention of your dream job’s hiring manager.
Here are the most in-demand skills and jobs for 2024, based on data from our own client orders:
Copywriters, Content Strategists & Content Developers
Art Directors & Graphic Designers
Digital Marketing Managers
Social Media Specialists
Email Marketing Managers
Media Managers (including Omnichannel Media Managers)
eCommerce Managers
UX & UI Designers
Product Designers
Video Creators & Editors
Web Designers & Developers
Creative Roles
Despite many creatives’ concerns about the growing popularity of Generative AI, we’re noticing a marked increase in demand for human candidates with creative skills, from copywriting and content creation to design of all kinds.
Companies are also clamoring for candidates with video production and editing skills, especially for TikToks.
Art directors and graphic designers
Art directors craft a brand’s digital style and form its image in the mind of consumers. They deliver on a variety of tasks, from designing logos, printed pieces, and publication graphics to social media templates, advertisements, and much more. These skills — from junior to senior levels and specialized in areas such as graphic design, motion, or video design, or another area — are in demand.
Copywriters, content strategists and content developers
Content strategists plan, create, and manage content that is relevant, engaging, easy to find, actionable, and shareable across digital platforms. They deliver assets to satisfy the goals of a company or client and the needs of a customer or end user, provide guidance on channels for delivery, and measure the effectiveness through customer engagement.
Digital Roles
Digital roles continue to move up the hot jobs list.
Digital communication and the data associated with it are what’s driving marketing into the future. From digital strategists and digital transformation experts to digital media managers and analysts, digital roles comprise one in every four job requests we get from clients! Developing your expertise in the digital space is a must for achieving faster career growth and long-term success.
Social media specialists
The job of a social media manager today is more multifaceted and challenging – and more respected – than ever. Solid career opportunities can be had with sought-after skill sets including deep knowledge and understanding of social media platforms and how they can be leveraged in different scenarios, along with tactical know-how in customer engagement, online monitoring, and measuring.
Email marketing managers
Email marketers help companies deliver on their goals. They strategize, develop, and manage email campaigns that nurture leads, keep customers in the loop, and drive sales. These multi-skilled professionals manage and segment contact lists using marketing automation software, craft email copy, develop effective designs, handle customer feedback, analyze results, and test to continuously improve performance. Specializing in email requires sharp copywriting skills, proficiency in CSS and HTML, and experience using web analytics tools, such as Google Analytics and Adwords.
Media Roles
As people consume more media than ever before, advertising is an important revenue driver for most businesses, and many industries completely depend on it. Media managers plan and execute advertising campaigns, either internally at a corporation or at an advertising agency. To be competitive in a digital world, organizations need savvy media engagement – and that means having skilled professionals with strong leadership skills, strategic thinking, and the tactical know-how to drive more in revenue than is spent on advertising. As companies compete to fill this role, the field is ripe with opportunity for quality candidates.
UX & UI Design Roles
UX and UI roles also continue to be in high demand.
User experience (UX) designers
UX designers identify the architecture and wireframes that help users navigate through a digital product or website. They zero in on users’ underlying emotional and functional needs and apply that knowledge to create an enjoyable experience that also supports business objectives. UX designers are responsible for the full design process, from research, ideation, and concept development to prototyping and evaluation. They’re typically also responsible for user-acceptance testing of prototypes or finished products. They must be able to collaborate with business, customer service, design, and technology teams, and have an expert understanding of design principles and wireframing tools, such as Adobe XD, Maze, Axure RP, Balsamiq, InVision, and Sketch.
User interface (UI) designers
UI designers decide how a product or website will be laid out and presented visually, and create wireframes. They work closely with UX and other designers to ensure that every touchpoint users encounter in their interaction with a product conforms to the overall vision created by UX designers. Prototyping, CSS handoff, Freehand, Craft, Sketch, InVision, Adobe XD, and Figma are key functions and tools to master.
Ready to make your next move?
No matter your current marketing and advertising skill set, Freeman+Leonard can help position you for long-term success.
Even if you’re not actively looking for a new role, get in touch with our recruiters on LinkedIn. We know the market well, and we know marketing and advertising; many of us worked in that world before joining this independent, woman-owned talent agency.
We understand your role and talents more than you might expect – and we know what your talent is worth. And there’s never any charge to work with us. Let us be your career advisor – in today’s market, and the next.
Submit your resume or portfolio to jobs.freemanleonard.com today.
How to refresh your resume for 2024
How to refresh your resume for 2024
Despite a volatile job market, skilled marketers are in high demand. Employers are struggling to fill critical roles, and finding the right candidate is like looking for a needle in a haystack. That's an opportunity for marketers and creatives who make a concerted effort to keep their resumes up-to-date.
Because make no mistake — if you really want to be in the running for your next big opportunity, a strong resume is still how to get your foot in the door.
“Employers are having a tough time filling openings, but that doesn’t mean they’re going to waste their time considering candidates that aren’t a good fit,” says Andrea Tipton, EVP, Marketing and Talent Solutions at Freeman+Leonard. “In fact, they have less time than ever to look at resumes!”
“A strong personal brand, a consistent presence on LinkedIn, even an impressive list of brands you’ve worked with – these are great things to have, but none of them can make up for a lackluster, generic resume,” advises Ashley Allen, Sr. Manager, Talent Solutions at Freeman+Leonard.
Your resume is what moves you from the big stack of eager hopefuls to a short list of interviewees who stand a solid chance. It’s how employers size you up against the competition. It’s worth the effort to revisit yours and ensure it positions you as the rock star you are.
Here’s how to update your resume so it’s ready to wow hiring managers in 2024:
Keep it brief (2 pages max).
With resumes, size matters. Your resume should be a brief but impactful overview of what you’ve accomplished in the past to demonstrate what you’re capable of achieving in the future.
But no matter how proud you are of the work you’ve put in over the years, avoid the temptation to turn your resume into an exhaustive list of everything you’ve done since kindergarten. Aim to make it just comprehensive enough to be compelling. Why?
1. It sparks curiosity.
As any skilled copywriter can tell you, brevity can actually work in your favor. Just as pithy copy moves buyers to action and snappy headlines get clicks, a well-crafted, concise resume can create the perception that there’s much more to the story.
Confident communicators, after all, avoid the urge to over-explain. They state the facts, but leave out unnecessary details. What’s left to the imagination often paints a much more compelling picture.
So rather than fret over how complete your resume feels, think of each bullet point as a conversation starter, for a dialogue to be picked up later in an interview.
2. It commands attention.
Our attention spans are shorter than ever, and hiring managers are no exception. As Jay Haines, founder of executive search firm Grace Blue, says:
“The days of having a six-page resume or CV are no longer relevant — even for experienced professionals or executives. Candidates have to think about the buying mindset of the person who’s looking at your resume. They don’t have the time or inclination to read your entire life’s story. Your resume shouldn’t be a long diatribe but a highlight reel of greatest hits.”
How short is short enough?
As a rule of thumb, early-career professionals should keep it to one page. If you have 10 or more years of experience, keep it to two pages, max. You can always add details under the experience section of your LinkedIn profile.
Lead with your achievements and impact.
Keeping it short is not just an exercise in keeping with conventions – it forces you to keep it high-impact, too.
“The truth is, nobody cares about all the responsibilities you’ve had in each job,” says Freeman+Leonard’s Tipton. “They want to know that you have the right background to step into the new role and are prepared to make a contribution from day one.”
This is why your resume should focus on your accomplishments. Here’s how:
1. Plug in your metrics.
To employers, numbers speak for themselves — the size of the organization, the number of people on teams you’ve led, the budget amounts you’ve managed, the growth rates you’ve influenced, and other ways you’ve moved the needle.
“Anyone can inflate their resume by using bolder words to describe their contributions,” Tipton says. “Employers know this, and are immune to it. They want to see hard numbers instead.”
Cindy Davis, former EVP, Walmart, Disney, and L Brands, suggests incorporating a simple formula: Accomplishment = Action + Results (and lead with Results!)
Example: Increased revenues 15% in year one by better targeting key customer segments
2. Show them the ‘receipts.’
Hiring managers are looking for evidence that what you’ve achieved aligns with what they need. Are you able to take on the role’s responsibilities with competence and confidence? What can you show that proves that?
As Haines says, “You're trying to find points of reference where you can demonstrate immediate cache and value. The employer typically wants someone who's got sector experience and who understands the rhythm, pace and nuances of the role.”
Remember, where you’ve made an impact matters. Is the hiring manager looking for big corporate in-house experience? Are they searching for someone with high-growth startup experience? An agency background? Name dropping can make a difference here. If you’ve worked with blue chip accounts or unicorns, be sure to feature those brands prominently in your resume.
Looking for resume templates? Harvard University’s Office of Career Services has several great resources to get you started.
Of course, not every potential employer will care about the same metrics, brands or experiences – so a generic, one-size-fits-all resume just won’t cut it.
“A tailored resume is really the price of entry now,” Freeman+Leonard’s Allen says. “If it doesn’t speak exactly to the job requirements, it won’t get a second look.”
Present yourself as a modern marketing leader.
Marketing is a fast-moving, ever-changing field. The best candidates recognize this, and they always strive to stay on top of trends. List your technical skills, show how you use them, and make clear that you’re familiar with hot topics, what’s going on in your industry, and major sea changes.
Your resume should represent you as someone in the know.
Outdated resume faux pas can make you look sorely out of touch. A few red flags that are easy to fix? Having an AOL or Yahoo email account, or a LinkedIn URL that’s a jumble of characters. (You can change it to something memorable!)
Not taking your LinkedIn profile seriously can also be a red flag to recruiters and hiring managers. “Your LinkedIn profile is often the first port of call,” Haines says. “Once contact is established, this can open the door to the resume stage. Your LinkedIn profile should reflect the same principles of brevity and pithiness as your resume.”
Modern marketing leaders of any rank are savvy. Fair or not, these cues basically “out you” as the opposite — or #cringe, as the TikTokers say.
Managing your career like a pro means keeping abreast of what’s current and expected. Never miss an opportunity to demonstrate that.
Sharpen your most powerful tool.
Marketing and creative professionals often have a sharp eye for detail, and can quickly identify gaps in a product’s message, or cut down an unpersuasive advertisement.
“If you’re in this field, you’re likely accustomed to putting yourself in the customer or end user’s shoes,” Allen says. “So turn the tables and treat yourself like you’re the client.”
“Look at your resume with a critical eye and play devil’s advocate, as if you’re the most cynical hiring manager at the table,” Allen says. “What’s missing? Where are the gaps? How might you fall short? Are there red flags you can proactively address?
Grace Blue’s Haines also recommends a perspective shift. “Pretend it’s someone else that you’re thinking about interviewing and give yourself a really honest critique.”
Then ask this make-or-break question: “Is this resume going to get me in the room?”
Davis recommends, “Once you have a draft, be sure to get input from colleagues, friends and mentors. Most marketers find it challenging when marketing themselves (remember the story of the cobbler’s children not having any shoes).”
Always be coachable and open to suggestions, especially from your recruiter. Make it a team effort and you’re more likely to win.
Have other questions about updating your resume to perfectly position yourself for your dream job? Our recruiters would love to help. We're not just here to match you to the right job now — we're also career advisors, and there's never any fee for our services. Connect with us on LinkedIn and submit your resume at jobs.freemanleonard.com.
How to compete for top marketing and creative talent in 2024
How to compete for top marketing and creative talent in 2024
At Freeman+Leonard, we’ve seen a sharp increase in demand for marketing and creative talent across a variety of disciplines. The increasingly competitive hiring landscape means employers must work a little harder to attract top candidates — and keep them onboard.
So what are high-performing marketers and creatives looking for in an employer in 2024, and how can you stay competitive as you grow your team?
Here’s what we’re advising our clients:
Get back to candidates quickly. Top talent won’t wait around.
Statistics show that 69% of applicants lose interest if they don’t hear back within two weeks of applying for an interview, and this tends to be more likely the more senior the candidate.
Not being responsive enough is one of the biggest reasons we see companies lose out on top marketing and creative talent. Fortunately, it’s easy to fix.
Clear communication throughout the interview process is key to sustaining a candidate’s interest. This includes responding to candidates in a timely manner, following up on next steps, and streamlining the process as much as possible. Prove to the candidate that you respect their time and talents by keeping the interview process streamlined and being as responsive as possible.
Be prepared to sell candidates on the opportunity — and your company.
The job description is the candidate’s first impression of your company, so make it count! Highlight your financial stability and reputation right there in the job description. Especially in this pandemic, candidates are interested in how the company is faring. Use this valuable real estate to demonstrate that you’re not only stable but thriving.
Candidates will do their research on a company before applying, so pay attention to your online presence including your website and social media channels. These channels should highlight stories about your team members, your diverse culture and career growth opportunities at your company.
It’s also never been more important to talent that their employers’ values reflect their own, and that they can see themselves at your company.
Beyond stability and reputation, candidates want to see a welcoming, diverse and inclusive corporate culture. Make sure you’re not just communicating, but demonstrating, a top-down commitment to diversity and inclusion. Organizations that commit to having their workforce reflect the diversity of the world around us aren’t just more likely to attract a broader range of top talent; they’re also stronger and more prepared for the post-pandemic economy.
Offer a more competitive salary, or be creative with compensation.
When presented with an opportunity, most candidates will first ask about the salary range for the role. Top candidates command higher pay, so offering a competitive salary, ideally above the national average, is often the most surefire way to attract top talent. Starting salaries vary widely for many reasons, including cost of living and scarcity of talent. As an employer, it’s important to be well-informed on the going rate for your city in order to compete for the best candidates.
However, if you’re recruiting from other markets, don’t expect the cost-of-living increase or decrease to be simple math on base pay.
Similarly, higher-paid employees will not always be willing to take a pay reduction for another market.
The Dallas market, for example, offers starting salaries at nearly 9% above the national average, according to our own database and placement history. Candidates in this market will expect pay that’s slightly higher than other major Texas cities such as Houston and Austin.
In addition to market averages, you should also consult salary guides for specific job titles. Salaries can differ significantly based on years of experience, niche experience and industry.
Statistics show that 55% of professionals require a higher salary in order to change jobs, but that’s certainly not all candidates look for when evaluating a career move — and that’s good news for smaller companies or agencies with tighter budgets.
If you’re not able to offer a higher salary, look for other ways to make the compensation package more attractive.
First, be sure to detail the total compensation when making an offer, not just the base salary. Often, looking at total compensation reveals an offer that’s higher than a candidate originally thought. After compensation, paid time off is often the second-biggest draw for candidates. An extra few days or a week of paid vacation can often seal the deal, as can a signing bonus.
You might also want to consider adding performance-based incentives. Those in more senior roles might even be interested in earning ownership or equity. If this is on the table, use it!
If possible, offer additional insurance benefits or cover a higher percentage so the employee pays less out of pocket.
Beyond that, we’ve seen our smaller clients successfully win candidates by offering perks that make up for lower base pay. Consider perks that make a healthier lifestyle possible, going beyond healthcare to offering gym memberships, massages and even lunch one day a week for onsite workers (some offer it every day). This even includes incentives for carpooling or riding a bike to work, or free train passes for commuters.
Free product or reduced pricing at retailers or manufacturers can also offset a less competitive salary, as can annual credits for conferences, training or professional development.
Avoid a reputation for turnover by being transparent with talent in the hiring process.
Turnover is costly, and it negatively impacts your reputation and the quality of your future hires.
To avoid hiring the wrong talent and risking turnover, ensure everyone involved in evaluating talent is on the same page about your expectations for the role.
If recruiters and interviewers are clear on the job’s expectations and required skills and the growth opportunities at the company, honest and transparent conversations can happen immediately.
Start by being as specific as possible when outlining the responsibilities for the position. Rather than using the same broad language as any other marketing job description, identify clear, niche skills that will help candidates know whether they’re a good fit — and help eliminate unqualified candidates from consideration. “Marketing manager,” for example, is a very broad job title and can mean different things to different people.
Be specific also about the experience required for the job and the exact marketing experience needed — i.e., digital, mobile, shopper or otherwise.
After these volatile few years, candidates are concerned about the stability of a company. But it’s not just for reasons of job security; they also want long-term career growth. Use the interview process to understand candidates’ career goals and aspirations. If they can see themselves achieving these goals with your company, they’re more likely to stay with you long-term.
Allow for flexibility and remote work.
In 2024, remote and hybrid work environments are the norm — and that means top marketing and creative talent will seek out this flexibility when evaluating their next move. For some, it may even be non-negotiable. To be competitive, don’t require your employees to physically show up to the office every single day if their role doesn’t actually require it.
Let them work from home at least some of the time, or implement flexible summer hours or early Friday release. It’s important to many candidates that they can work from anywhere while maintaining flexible work hours and work-life balance.
Use this trend to your advantage. Remote work means your next top candidate could come from almost anywhere, so tap a bigger talent pool to increase the odds of finding a great match.
These shifts in the job market are not likely to change anytime soon. By taking these actions now, you’ll be prepared to attract top marketing and creative talent for years to come.
At Freeman+Leonard, we have the people you need, when you need them, and not when you don’t. And that includes some of the marketing industry’s most in-demand marketing and creative talent.
Ready to find your match? Use the contact form below to reach out and start a conversation.
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