Let’s face it, for many young people starting their careers in marketing with big dreams and aspirations, working in B2B is just not sexy.
This negative perception is not new. In fact, B2B companies face an ongoing struggle to convince fresh talent to choose them rather than focusing on brands they have heard of, such as high-profile B2C giants like Coca-Cola, McDonald’s, Netflix or perhaps a fashionable high street retailer.
President of the International Advertising Association (IAA UK) and head of agency at LinkedIn, Fredrik Borestrom, says the misconception that B2B is boring remains a hard one to shake off, but the industry needs to remember it has a positive story to tell around career opportunities.
“B2B is a great place for young people to come in and work with full funnel advertising, ” says Borestrom.