‘Brands are facing a talent shortage’

Brands are facing a talent shortage with few of them able to find marketers with the right level of skills for their business, according to a new report.

The report, by the recruitment company Robert Walters, found that 84% of businesses recruiting for marketing roles say they are affected by talent shortages, with 81% saying that there is a lack of candidates with the right skills.

Surveyed businesses say that the struggle to fill marketing roles is affecting their ability to meet the needs of the business. The deficit in qualified marketers has led 74% of businesses to use counter-offers to retain marketing professionals.

While 56% of UK employers have struggled to recruit for roles, only a third of those say that there is actually a lack of candidates in market. This suggests the problem may lie in the need to get available candidates who are qualified and equipped with the right skills, according to the report.

Chris Hickey, CEO of Robert Walters UK, says: “It is evident that there is not an acute candidate shortage, but more a lack of people with the right skills and qualifications to serve businesses. After several years of under-investment in training and entry-level recruitment, businesses are now playing catch-up.”

The dilemma is not reserved to marketers as 72% of employers are affected by talent shortages nationwide. Sixty-five per cent are using counter-offers to retain staff and 24% say candidate shortages have hit staff morale.

The report is based on the results of a recent survey of over 200 employers.

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