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Pandemic sees marketers’ standing improve
Talent, skills, HR
Following their efforts during the pandemic, UK marketers believe they are being seen in a new light and they are increasingly confident they can drive change within their organisations, according to the 2022 Marketing Week Career and Salary Survey.
The changing view of marketing
Over the past 12 months, almost 4,500 marketers have registered a shift in how their role is viewed internally, overwhelmingly for the better:
A greater strategic role: 30.9%
Better appreciated: 14.8%
More influential: 13.4%
Not a priority for investment: 10.3%
Less appreciated: 3.3%
Marketers’ confidence grows
60.3% are ‘very confident’ or ‘somewhat confident’ in their ability to influence change in their organisation.
53.7% feel ‘much more secure’ or ‘somewhat more secure’ in their role compared to last year
It’s not all rosy
Marketing Week reports upheaval as more teams are restructuring and merging and identifies skills gaps in data and analytics. In addition, there has been only slow progress in addressing diversity issues and the industry still skews towards youth.