We’re requesting marketing managers who are everything and are nothing!
“We’re requesting marketing managers who are everything and are nothing!” by Márcia Monteiro
While searching on a job portal, we quickly realise that the requirements asked by the companies are becoming more demanding. The world is constantly changing, and technological developments are a huge breakthrough for this scenario. More and more, companies are looking for employees who are versatile and able to perform several tasks at the same time in different areas of knowledge. And so far, so good. The problem arises when this “multitasking” ability is demanded for unrelated areas. In terms of marketing, more and more requirements are being demanded, and sometimes they have nothing to do with marketing, and in some situations, job seekers themselves are partly to blame.
For instance, when a company opens a position for a marketing manager, we often find ads that, in addition to training and marketing experience, require skills in graphic design (with experience in an endless array of design programs and design), programming (with extensive experience in technical programs), among others. Companies need to realise, once and for all, that a marketing manager is neither a designer nor a programmer, just like designers or programmers cannot be considered marketing managers. As much as we wanted to believe that it’s possible to have trained professionals with experience in different areas, we cannot forget that, nowadays, employees must be specialised and not generalists.
Companies cannot keep recruiting employees who are persistent in all areas. Instead, they should recruit experts from a certain area that will inevitably relate to experts from other areas. The specialist’s addition in different areas is the way that all companies should follow to achieve success. However, if candidates keep collaborating with this kind of situation, this scenario won’t change. It’s imperative that each one of us (regardless of our training and / or experience) stand up for our professional career by clearly separating the roles that belong to us, from other roles that belong to other specialists. Therefore, it’s still very common to find marketing managers working on graphic design, as well as graphic designers working on segmented communication campaigns integrated into marketing plans developed by themselves. It doesn’t mean these employees aren’t efficient at their own job, plus it doesn’t mean they can’t have some knowledge in these areas, but it’s counterproductive and wrong to think that two very different areas and functions can be performed with maximum commitment and performance by one person. The awareness should come not only from companies but also from future employees, universities and society in general.
As far as marketing is concerned, our advice is very simple: stand up for your profession, do not comply with these requirements, show and prove that a good marketing manager with training and marketing experience, may have some basic knowledge in a distinct area but cannot be a specialist.
The expertise of marketing managers must always be related to its area of activity e.g.: management, communication, public relations, international relations, sales, digital marketing, among others. The bigger the expertise, the better is our focus and performance. The more experience and knowledge we can develop within a single area, the greater our focus and commitment.
In the face of this reality, we would like to leave you a question to reflect upon: do companies prefer to hire marketing managers who are everything and are really nothing or do they prefer to hire high performance marketing managers and expertise?
Márcia Monteiro – MA Marketing Course Leader
London School of Design and Marketing