Securing a position in marketing has become more and more challenging. A recent survey by the Content Marketing Institute (CMI) found that 68% of marketers say getting a job in this field is harder now than it was five years ago. Only a slim 7% of professionals feel that it has gotten easier.
Intensified competition highlights a demand for marketing professionals who bring specific, updated skill sets to the table. Broad marketing experience may no longer be enough to stand out as companies look for niche expertise in data analytics, AI-driven insights, and digital marketing tools.
As traditional marketing roles evolve, businesses are narrowing hiring criteria to fill positions that match precise needs, raising the bar for candidates navigating the field.
Who’s competing in today’s marketing job market
In May 2024, the Content Marketing Institute surveyed 704 marketing professionals, offering a snapshot of the demographic and experience-based makeup of today’s marketing workforce.
The survey reflects a predominantly female field, with women accounting for 78% of respondents and men for 22%. Age-wise, Millennials are the largest group at 55%, followed by Gen X at 31%, Gen Z at 10%, and Baby Boomers at 5%, indicating a predominantly younger workforce that often brings digital-savvy skills but may lack years of in-depth experience.
On the experience spectrum, 27% of those surveyed have over 21 years in marketing, while 13% are in the early stages of their careers, with zero to five years of experience. Diversity in experience shows a broad range of perspectives and expectations within the industry, impacting both the demand for skill development and the approach to career progression.
As senior marketers often possess institutional knowledge, younger professionals may focus on developing technology and digital expertise to compensate for their shorter tenure in the industry.
Why marketers are seeking new roles
Despite high satisfaction rates, with 76% of marketers reporting contentment in their roles, a large number are actively exploring new opportunities. This year, 35% of marketers indicate they are planning to change jobs, an increase of 4% over the previous year and 7% over two years..
Such a trend suggests that while marketers may be satisfied with their current roles, they are driven by a desire for roles with better compensation or more defined career trajectories. Increased mobility signals that employers who fail to address career advancement and development needs may see higher turnover as professionals seek growth opportunities elsewhere.
AI and economics are reshaping marketing jobs
As AI continues to integrate into marketing operations, its effect on job security and hiring patterns is undeniable. Thirty-three percent of marketers see AI as an obstacle in the job market, while only 3% report actual job displacement due to AI.
Nevertheless, AI-driven efficiencies may reduce hiring needs, particularly for roles that AI can supplement or partially automate. Employers may not need to replace positions that become redundant due to automated processes, creating an invisible impact on team sizes.
Marketers express concern that AI may shrink departments by subtly reducing the need for specific roles.
Automating functions such as customer data analysis, personalized content recommendations, and campaign management means AI can change the demand for human labor toward oversight and strategy rather than execution.
Economic pressures and competition make marketing a battle zone
Seventy-five percent of survey respondents attribute the challenging job market to financial pressures on businesses, with 69% also identifying increased competition for limited roles. Budget constraints and economic uncertainty lead companies to limit recruitment and focus only on essential roles, often with reduced headcounts.
A frugal hiring approach heightens competition among candidates and prompts organizations to streamline marketing functions, consolidating roles to minimize costs.
Economic challenges also influence organizational views of marketing roles, where 55% of professionals feel undervalued. Without a clear, recognized path for advancement, 34% of marketers find career paths and responsibilities inadequately defined. In turn, this lack of clarity impacts retention, as marketers seek roles where they can see the direct impact of their work and a pathway to higher-value contributions.
Are employers to blame for marketing’s tough job market?
Marketers often attribute job market dissatisfaction to employers, particularly around issues of pay. Average salaries have dropped by 3% from the previous year, down to $108,380, yet marketers estimate they should be earning about 20% more than their current compensation.
A disconnect between compensation and perceived value suggests a need for employers to reassess salary structures to attract and retain skilled marketers. Competitive pay packages and performance-based incentives could help align marketer expectations with organizational goals, creating a more balanced relationship between value and reward.
Only 35% of marketers believe their current training meets career growth requirements.
As marketing functions change, organizations that do not address these training gaps may struggle to retain skilled professionals. Effective training programs can help employees grow within their roles and reduce turnover, particularly among younger marketers seeking to expand their capabilities.
