According to study by Microsoft’s who analysed 30,000 people in 31 different countries, over 70% of workers want flexible remote work to continue and 66% of leaders say their company is considering redesigning office space for hybrid work, as new expectations redefine our workspace.

This was not the only shift experienced in our professional lives, as remote working possibilities drove many individuals to re-evaluate their career choices. Microsoft’s study also indicated that 41% of employees are considering leaving their current employer this year, as a thoughtful approach to hybrid work, employee satisfaction, and a positive work culture will be critical for attracting and retaining high-calibre talent.

Marketing workforce evolution

The pandemic has been a catalyst for lasting change to the way we work and as we adjust to the ‘new normal’, it is important to consider the future of marketing and the evolution of its workforce.

Remote working enables employees the freedom to work where, when, and how they want. It also enables companies to widen their talent pool and attract marketers from across the globe, diversifying their teams and driving increased performance and results.

According to study by HubSpot:

  • 40% of marketers will continue to work remotely full-time

  • 11% don’t have the option to work remotely, but wish they did

  • 49% of marketers do want the option to work in an office space, at least part-time

Working from home isn’t for everyone, but for some the option to focus without the distraction of the office, or the freedom to jump on your laptop when feeling creative is highly appealing. Businesses will need to balance employee expectations and adopt a flexibility that allows their marketing team to work anywhere by investing in remote tools and platforms, but with a central hub for those wanting to hot-desk, pop in for meetings, or take part in on-site collaboration.

Future marketing skills

Marketing managers should also continue to prioritise their employees’ growth and self-development if they wish to attract and retain their best talent. Not only will their marketing team require upskilling in relevant areas that have become more critical to the wider marketing function such as data analysis, artificial intelligence and machine learning, they must facilitate performance and career growth conversations, even when working remotely.

With the demands on marketing teams increasing, the expectations of marketing professionals are too. With shifts to a more customer-focused business model and the drive for increased digitalisation of products and services, ensuring that the right professionals are hired to develop a dynamic and creative team is crucial. As we adjust to the ‘new normal’, business leaders must not only consider if they’re adapting with the times, but also bringing the right talent in for the future. Forward-thinking marketing skills that will drive future success include an increase in:

  • Data analysis

  • Reporting

  • Soft skills e.g. good communication

  • Technical skills

  • Agility

How to present benefits to employees

With increased demand for marketing talent and a shortage of skills, how you present your employee benefits is key to attracting and retaining high-calibre marketing candidates. Unfortunately, there is no one-size-fits all approach when it comes to promoting benefits, but we’re certainly in the midst of a shift in how companies view employees and how organisations are adopting a more employee-centric model in how they approach benefits and the wider employee experience.

According to global survey by Willis Towers Watson:

  • 42% of companies have made or are planning to make changes to their employee benefits programmes as a result of Covid

  • 44% are expecting sick leave costs to increase

  • 34% think that life insurance and pension costs will rise

  • 25% are expecting an increase in healthcare costs

In the past twelve months, the vast proportion of companies have placed a greater emphasis on employee wellbeing, particularly with the shift to remote working, as mental health, wellbeing for homeworking, and work-life balance all appearing as key priorities.

Successful marketing teams start with talented individuals that can collaborate effectively to drive performance and results. Our global talent consultancy at DMCG Global helps to quickly connect marketing agencies and brands with the right individuals anywhere on the planet. If you are looking for marketing professionals and would like a bespoke, high-quality recruitment service, our expert consultants will be happy to help. Get in touch below to find out more.