Agencies, already under pressure from clients to handle everything from media, to creative to performance marketing, to TikTok videos, are looking for talent to wear a lot of different hats in 2023.
It's all part of a larger trend in which agencies and marketers are being forced by the uncertain economy to make fewer, but smarter, hires in 2023.
Employment in advertising, public relations and related services fell by 3,500 jobs in December 2022 following a dip of 7,600 the month prior, according to the monthly employment report from the U.S. Bureau of Labor Statistics.
“We’ve been through the wringer over the past 12 months,” said Lauren Lotka, headhunter and founder of talent firm Lotka & Co. “I don’t have a crystal ball and only time will tell what current and new socioeconomic factors come into play. We’re seeing needs: marketing leadership, growth and strategy as brands and agencies look ahead. Everyone needs to take a more balanced approach.”
Ad Age spoke with nine industry headhunters and agency executives who said they saw advertisers and marketers wanting to hire more jacks of all trades in 2022 and they expect that trend to pick up this year.
“For creative, having a 360-degree portfolio is way more valuable than saying ‘I only do TV or I only do social,” said Serena Wolf, industry headhunter and founder of recruiting firm Wolf Creative Co. “Unless you want a niche role, but it will limit you in opportunities.”