CMOs Plan to Increase Hiring

Job seekers in the marketing industry have reason to hope based on the February 2010 survey results released by Duke University’s Fuqua School of Business. While hiring in the industry have been virtually stalled for some time, nearly half Chief Marketing Officers (CMOs) expect to bring on new employees within the next 6 months. CMO optimism is based on their belief that consumer spending will continue to increase. Fuqua professor Christine Moorman says "marketers are beginning to see the signs of a rebound within their own companies."

Marketing professionals with specific skill sets will be in the highest demand. For example, the business-​to-​business (b‑to‑b) arena will see growth on several fronts. First, these companies often outsource their marketing projects. Second, business services companies will need help on the social media front. This group of businesses plans to increase social media as a percentage of total marketing spending.

  • Business-​to-​business services: 11%
  • Business-​to-​consumer services: 7%

In addition, businesses will be looking for employees with experience in Internet marketing. By industry, here are the percentage of firms who expect to use new employees to handle Internet marketing:

  • Consumer packaged goods 7.1%
  • Communications/​media 6.8%
  • Mining/​Construction 1.4%
  • Transportation 1.4%
  • Energy 4.6%
  • Manufacturing 15.3%
  • Retail/​wholesale 5.7%
  • Technology/​Biotech 14.6%
  • Banking 13.9%
  • Consumer services 2.1%
  • Service consulting 15.7%
  • Healthcare/​Pharma 8.2%

The news is even better in the long run. At least 60 percent of companies plan to increase staff in the next 12 months while about 90 percent will do the same in the next 2 years.

[Source: The CMO Survey, Fuqua School of Business, Duke University, February 2010] 
Kathy Crosett
Kathy is the Vice President of Research for SalesFuel. She holds a Masters in Business Administration from the University of Vermont and oversees a staff of researchers, writers and content providers for SalesFuel. Previously, she was co-​owner of several small businesses in the health care services sector.