Report Highlights Increase in Brands Hiring Marketers to Improve Brand Reputation
A report by recruiter Badenoch & Clark has revealed that there is currently a spike in demand for marketing professionals with CSR (corporate social responsibility) and internal communications experience, since brands are increasingly keen on improving their reputation both outside and within.
The June 2013 "Professional Talent Spotlight" monitor found vacancies for internal communications management roles have increased by as much as 50.5% month on month and 27% year on year. Badenoch & Clark's qualitative research among its own clients also discovered a rise in demand for marketers with a strong CSR focus.
This demand for CSR at a time when a number of large firms have experienced a slump in reputation over the past two years - particularly within the financial services industry - highlights it as a cost effective way to boost customer perception.
Associate Director of Research and Insights at the Chartered Institute of Marketing, Thomas Brown, explained however that there is more to improving brand reputation than CSR: "Organisations are increasingly recognising a shift in consumer expectations and demands around responsible, ethical and transparent behaviour - and this won't be solved with a bolt-on CSR policy that only lives in paper.
Hiring marketers who understand this new customer demand is a natural response, but the changes have to be more than skin-deep - these new hires will have to drive fundamental changes to their organisation's policies and practices, not just implement a greenwash communications campaign."