Future job growth in search marketing also may track along with a rising interest in search subsections. This includes finding the talent to optimize for social or video search, or for real-time search, where search engines return social media sentiment and campaigns in response can be launched quickly.
While overall SEO and SEM job growth seems robust, there is a tendency to parse candidates carefully. 90octane's Eidson said he looks for search marketing expertise that is broad-based, rather than merely technical.
“We hire people who are marketing strategists, and then we develop the tactical expertise in-house and train them,” he said. “We don't do as much hiring of people with deep search experience on their résumés, unless they have a very strong b-to-b or account- management background.”
Susan Bishop, president of executive search firm Bishop Partners, which specializes in digital media placements, said the bulk of her marketing placements are for positions that strongly support sales.
“Definitely on the b-to-b side, we're seeing requests for marketers who work hand-in-hand with sales, anything that can get advertisers and clients to a Web site,” Bishop said. “Those positions are fairly stable right now. Companies are taking their time in the selection process. They want to make sure they get results.” M