Now is undoubtedly the time of year when many individuals assess where they are in their career, where they want to be and are planning how they will get there. But in the marketing communications arena the latter point is perhaps more difficult to outline than in many other professions. Marcomms is one of the fastest-moving arenas to work in and change is definitely the new normal. It’s almost impossible to predict what new communications platforms will be around this time next year or indeed which ones will dip in significance or even cease to exist.
However, what is clear is that marketing communications is a field that is constantly growing in importance as companies continue to place an emphasis on managing their brand reputations to support growth. For marcomms professionals, the opportunities are immense for those individuals with the motivation and drive to be the pioneers of future marketing communications strategies.
So if you’re looking to make 2016 the year you secure your dream marcomms role, here are a few tips to help you stand out as an ideal candidate:
- Demonstrate an ‘all-encompassing’ awareness of channels
The time of the multi-channel comms strategy is coming to an end, creating a shift in skills-requirements. As a specialist corporate, marketing and digital communications recruitment consultancy, we at VMA have seen a move towards a fully integrated approach to communications and, subsequently, a rise in demand for the individuals able to drive this new tactic.
Those professionals able to demonstrate a real understanding of the pros and cons of all current and emerging channels – and how they complement each other – are increasingly highly sought after. For anyone looking to progress in their current role or secure their dream marcomms position, demonstrating an ‘all-encompassing’ awareness of communications platforms will certainly stand them in good stead.
- Don’t forget to analyse
It’s no secret that ROI will be top of any board’s agenda, and rightly so. It could be argued that it is increasingly difficult to assess the success of marketing and communications strategies given the vast array of channels at our disposal today. However, regardless of the difficulties surrounding this issue, the demand on professionals to demonstrate the function’s value will not diminish – in fact it is likely to increase. Any marcomms professional looking to make their mark must be able to demonstrate that they understand and can utilise analytics tools in order to support marketing activity, including using big data to dictate future strategies.
- Be a content master
In a world where the way we communicate is constantly adapting, content is the one key element that has reigned supreme. It simply boils down to this: without the right content, used at the right time, on the right platform, communications strategies will fail. The best marcomms professionals, therefore, will be able to demonstrate that they can create imaginative, engaging, ‘sticky’ content that is tailored to each channel and audience.
- Develop your managerial skills
If you’re looking to work your way up the career ladder, simply relying on your marcomms skills will limit how far you can climb. Ambitious professionals must demonstrate that they can manage an array of responsibilities to ensure a completely holistic comms strategy is implemented. For example, today’s CMO or Director of Marketing Communications is essentially a captain, steering a team of specialists with specified technical skills towards a shared objective and vision. If your dream is to work your way up to such a position, developing your management skills will be vital.
- Consider your career options
In line with the point above, new marketing communications job roles are emerging. For example, many large organisations have created a Chief Editor role in house to ensure communications strategies are consistent and compliant across the business and that all content is coherent and compelling. These individuals have a greater involvement with the wider business, working closely with the senior leadership team to guide strategic decisions and networking with other departments to sniff out new themes.
While this career route might not have initially been on your radar, it could throw up a world of possibilities for a marketing communications professional looking for a new opportunity. And such new roles are likely to continue to pop up across the board as the company’s demands change, so always have one ear close to the ground for any new positions that are created.
- Stay ahead of the curve
Finally, in order to keep your career progression moving at a steady pace, you must continue to adapt and evolve professionally. While this may sound like an obvious point, it’s vital to remember that the marcomms teams of today are writing the rule book on communicating in the digital age. As such, the truly innovative professionals must have the confidence and tenacity to forge their own path.
