Consultant or Permanent Hire? The Right Marketing Choice for HR
Consultant or Permanent Hire? The Right Marketing Choice for HR
In today’s dynamic job market, HR professionals face significant challenges in filling marketing vacancies. Labor market tightness, rapid technological advancements, and the demand for immediate results make the search for suitable candidates more complex than ever. According to ManpowerGroup’s annual survey, nearly 80% of companies struggle to fill specialized roles, including marketing positions.
The Belgian job market for marketing profiles
Data from the Labor Force Survey (LFS) published by Statbel shows that the employment rate in Belgium for the 20-64 age group reached 72.1% in 2023. This highlights a thriving but highly competitive job market, particularly in marketing.
High-Demand Marketing Roles
IT and digital marketing positions rank among the hardest to fill. Skills in digital marketing, data analytics, and technology are essential, making the following roles especially sought-after:
- (European) Product Manager
- Communication Manager
- Marketing Manager (EMEA)
- Brand Manager
- Digital Marketing Specialist
Challenges for HR in the current market
HR teams face three fundamental challenges when recruiting marketing talent:
1) Labor market tightness
According to a report by Ariad Group, the demand for digital marketing professionals in Belgium surged significantly in 2024. While the need for these skills grows, the pool of qualified candidates remains small, further intensifying the labor shortage.
2) Rapid technological changes
New tools and technologies, such as AI-driven marketing tools and automation platforms, require constant upskilling. Full-time employees often find it challenging to stay updated without extensive training programs.
3) Flexibility vs. Continuity
Balancing the need for immediate results with building a stable, long-term team is a persistent challenge for organizations. HR professionals must weigh the pros and cons of permanent hires versus flexible solutions.
The advantages of a Marketing Consultant
For many HR professionals, engaging a marketing consultant offers a practical and effective solution to bridge skills gaps and achieve immediate results. Key benefits include:
🚀Flexibility and quick deployment
Marketing consultants are often readily available and can start immediately. For HR, this reduces lengthy recruitment processes and onboarding periods. Ideal for projects with tight deadlines or temporary capacity issues. According to JoinGenius, it takes an average of 44 days to hire a new employee. By contrast, firms like 4P square can deploy consultants within a week, offering a significantly faster solution than traditional hiring.
🚀Specialist knowledge and experience
Marketing consultants bring deep expertise in areas such as digital advertising, SEO, content creation, or branding. For organizations lacking in-house knowledge, a consultant can deliver immediate value. For example, Omniscient Digital reports: That a well-managed Google Ads campaign can increase ROI by 400%, meaning every euro invested could generate four euros in returns. This highlights the potential for a specialized Google Ads consultant to substantially boost revenue within months.
🚀Short-term cost control
Although consultants may have higher hourly rates than permanent employees, you only pay for the time they work. This is advantageous for short-term projects or interim assignments. Particularly during periods of economic uncertainty, this option becomes even more appealing.
🚀Innovation and fresh insights
Consultants often work across multiple companies and industries, bringing new perspectives and innovative ideas. This can help shake up entrenched processes within a marketing team.
🚀No long-term commitments
Unlike permanent employees, consultants can be engaged for specific periods or tasks, reducing risk during uncertain economic times.
When to choose a Marketing Consultant
A marketing consultant can be a smart choice in the following scenarios:
- Temporary Replacement: For example, during sick leave or maternity leave.
- Project-Specific Expertise: When specialized knowledge not present within the team is needed.
- Uncertainty About Future Plans: During periods of economic volatility, a temporary solution may be preferable to a permanent hire.
- Accelerated Results: For projects requiring immediate outcomes, a consultant can help meet deadlines.
- Bridging a Gap: While searching for a suitable permanent hire in a tight marketing talent market.
The choice between a marketing consultant and a permanent employee depends on your organization’s specific circumstances, needs, and goals. As an HR professional, it’s crucial to carefully weigh all options, considering the unique characteristics and trends of the Belgian marketing labor market. By strategically leveraging both permanent staff and consultants, organizations can better position themselves in a rapidly evolving marketing landscape.
Are you curious how a 4P square marketing consultant can strengthen your organization? Let’s explore the possibilities together!
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