Hiring Trends In Beauty...
So...somehow the guy who is far from "metrosexual"...became THE BEAUTY RECRUITER!
Since 2004; I have established relationships with some of the most prestigious brands/companies in the industry. As a result; I have placed hundreds of exceptional professionals in roles relating to BRAND MANAGEMENT, PRODUCT DEVELOPMENT, GLOBAL MARKETING, PRODUCT MANAGEMENT, PUBLIC RELATIONS, E-COMMERCE, DIGITAL MARKETING, TRADE MARKETING, CUSTOMER MARKETING, MARKETING ACTIVATION...and more!
As a result of the types of roles I recruit for; I have had the opportunity to learn about the STRATEGY, CREATIVITY and ANALYTICS that contribute to the BRAND MESSAGE, BRAND IDENTITY + BRAND POSITIONING we come to see as consumers - FROM THE TALENTED PEOPLE WHO CREATE IT!
You hear people say - everything runs in cycles. I do believe this to be true - and it is often reflected in the hiring practices of my clients.
For example, when I began recruiting in the beauty arena - there was a strong desire for me to introduce the PROTOTYPICAL CPG MARKETER. I would describe this individual as having a certain "pedigree" --- must come from a top-tier school....must have an MBA....must have SUPERIOR ANALYTICAL SKILLS....and lastly --- must have worked on a major brand. Although this PROFILE still makes up a large number of the people in MARKETING functions in the beauty arena...appetites for more DIVERSE education/experience have grown.
Over the past few years; there has been a shift - where specific CATEGORY, DISTRIBUTION CHANNEL, CONSUMER DEMOGRAPHIC - has outweighed the previously held EDUCATIONAL/PROFESSIONAL model. In fact; over the past few years...for the first time --- many BEAUTY POWERHOUSES are welcoming professionals from the ADVERTISING/DIGITAL/BRANDING "AGENCY WORLD" into the fold. This is a departure from the mindset that those who worked in AGENCIES - may not have the BRAND SENSITIVITY --- or the CORPORATE SAVVY needed to flourish in their world. Frankly, the rapidly changing landscape in marketing/advertising - has made many companies aware that they did not have the TALENT in-house to address SOCIAL MEDIA, DIGITAL STRATEGY, MULTIMEDIA BRAND PLANNING, and overall CONSUMER ENGAGEMENT STRATEGY needed to compete.
This has not only OPENED the industry a bit --- but has contributed to a more diverse CULTURE/PERSONALITY. For many years - certain BRANDS...even COMPANIES hired the same type of person --- over + over. I could meet someone + in 10 minutes - CATEGORIZE them as a "XYZ BRAND" type of candidate. This change has made my recruiting more fun --- made my clients more productive/creative...and contributes to the RICHNESS of their corporate/brand CULTURE.
So...what is "ON-BRAND" ---- has changed --- a bit.
However, this OPEN-NESS - has been joined by POLICIES that appear to HOLD EMPLOYEES HOSTAGE...as opposed to protecting proprietary information. I am referring to the INFLEXIBLE....UNREALISTIC...LIMITING...DAMAGING practice of NON-COMPETE AGREEMENTS.
What began as a means for a company to protect it's investment and CONFIDENTIAL Product Development, Trade Secrets, Marketing Strategies...has now become a MAJOR OBSTACLE - for ANY major beauty entity. As a result of a challenging economy, many people working in beauty had to work on under-staffed teams, work extremely long hours, lose any ability to be mentored/developed professionally, give up BONUSES or SALARY INCREASES...and rise to the occasion. So --- this is what they did. And from 2007-2010; there weren't many options.
Now --- the economy is healing --- revenues are rising --- and these folks have options. Unfortunately, as a result of NON-COMPETE AGREEMENTS --- many that are now 6 months or 1 year --- they cannot advance their career - without being willing to be UNEMPLOYED for a significant amount of time. I see candidates at an ASSISTANT MANAGER level having non-compete agreements evoked. Now --- someone who wants to do WHAT EVERYONE DOES --- leave a job to take their career to the next stage....CANNOT.
So...what does this translate to? This translates into many companies having employees HELD HOSTAGE --- who do not want to be there. Their productivity + attitude will only have a negative impact on their coworkers, the brand...and the company. The FLIP-SIDE is that these very same companies HAVE IMMEDIATE NEEDS FOR EXACTLY THE SKILLS THESE PEOPLE HAVE...AND CANNOT HIRE THEM - BECAUSE OF THE VERY NON-COMPETES THEY + THEIR COMPETITORS HAVE PUT IN PLACE.
This ridiculous - inflexible NON-COMPETE "issue" hurts everyone. I hope that "the powers that be" come to some kind of FRIENDLY UNDERSTANDING that allows them to COMPETE for talent in the marketplace - the same way they compete for MARKET SHARE.
Lastly --- as we approach THANKSGIVING --- there seems to be a lot more WINDOW SHOPPING of candidates - as opposed to INTERVIEWS + OFFERS. Employers still seem to believe that if they just hold out a bit longer - they will find someone a bit better - than even the STRONG candidates they are meeting. It's kind of like the guy who is dating - finds an attractive, educated woman who he enjoys spending time with --- but does not want to commit - because he is sure there is a GENIUS SUPERMODEL --- waiting right around the corner.
This is how to miss out on a great match ---- professionally + personally.
In 2012; the need for the following will be strong:
e-COMMERCE
BRAND MANAGEMENT (MASS DISTRIBUTION)
GLOBAL MARKETING (LUXURY + MASS)
DIGITAL MARKETING/MEDIA
PRODUCT DEVELOPMENT
TRADE MARKETING
PRODUCT MANAGEMENT
WITH SKIN CARE + FRAGRANCE LEADING THE WAY.....
As we head toward THANKSGIVING ---- let's be thankful for what we have + remain optimistic about what lies ahead!
"When we have realistic expectations of ourselves and others - we can avoid much disappointment and resentment" - SK
Since 2004; I have established relationships with some of the most prestigious brands/companies in the industry. As a result; I have placed hundreds of exceptional professionals in roles relating to BRAND MANAGEMENT, PRODUCT DEVELOPMENT, GLOBAL MARKETING, PRODUCT MANAGEMENT, PUBLIC RELATIONS, E-COMMERCE, DIGITAL MARKETING, TRADE MARKETING, CUSTOMER MARKETING, MARKETING ACTIVATION...and more!
As a result of the types of roles I recruit for; I have had the opportunity to learn about the STRATEGY, CREATIVITY and ANALYTICS that contribute to the BRAND MESSAGE, BRAND IDENTITY + BRAND POSITIONING we come to see as consumers - FROM THE TALENTED PEOPLE WHO CREATE IT!
You hear people say - everything runs in cycles. I do believe this to be true - and it is often reflected in the hiring practices of my clients.
For example, when I began recruiting in the beauty arena - there was a strong desire for me to introduce the PROTOTYPICAL CPG MARKETER. I would describe this individual as having a certain "pedigree" --- must come from a top-tier school....must have an MBA....must have SUPERIOR ANALYTICAL SKILLS....and lastly --- must have worked on a major brand. Although this PROFILE still makes up a large number of the people in MARKETING functions in the beauty arena...appetites for more DIVERSE education/experience have grown.
Over the past few years; there has been a shift - where specific CATEGORY, DISTRIBUTION CHANNEL, CONSUMER DEMOGRAPHIC - has outweighed the previously held EDUCATIONAL/PROFESSIONAL model. In fact; over the past few years...for the first time --- many BEAUTY POWERHOUSES are welcoming professionals from the ADVERTISING/DIGITAL/BRANDING "AGENCY WORLD" into the fold. This is a departure from the mindset that those who worked in AGENCIES - may not have the BRAND SENSITIVITY --- or the CORPORATE SAVVY needed to flourish in their world. Frankly, the rapidly changing landscape in marketing/advertising - has made many companies aware that they did not have the TALENT in-house to address SOCIAL MEDIA, DIGITAL STRATEGY, MULTIMEDIA BRAND PLANNING, and overall CONSUMER ENGAGEMENT STRATEGY needed to compete.
This has not only OPENED the industry a bit --- but has contributed to a more diverse CULTURE/PERSONALITY. For many years - certain BRANDS...even COMPANIES hired the same type of person --- over + over. I could meet someone + in 10 minutes - CATEGORIZE them as a "XYZ BRAND" type of candidate. This change has made my recruiting more fun --- made my clients more productive/creative...and contributes to the RICHNESS of their corporate/brand CULTURE.
So...what is "ON-BRAND" ---- has changed --- a bit.
However, this OPEN-NESS - has been joined by POLICIES that appear to HOLD EMPLOYEES HOSTAGE...as opposed to protecting proprietary information. I am referring to the INFLEXIBLE....UNREALISTIC...LIMITING...DAMAGING practice of NON-COMPETE AGREEMENTS.
What began as a means for a company to protect it's investment and CONFIDENTIAL Product Development, Trade Secrets, Marketing Strategies...has now become a MAJOR OBSTACLE - for ANY major beauty entity. As a result of a challenging economy, many people working in beauty had to work on under-staffed teams, work extremely long hours, lose any ability to be mentored/developed professionally, give up BONUSES or SALARY INCREASES...and rise to the occasion. So --- this is what they did. And from 2007-2010; there weren't many options.
Now --- the economy is healing --- revenues are rising --- and these folks have options. Unfortunately, as a result of NON-COMPETE AGREEMENTS --- many that are now 6 months or 1 year --- they cannot advance their career - without being willing to be UNEMPLOYED for a significant amount of time. I see candidates at an ASSISTANT MANAGER level having non-compete agreements evoked. Now --- someone who wants to do WHAT EVERYONE DOES --- leave a job to take their career to the next stage....CANNOT.
So...what does this translate to? This translates into many companies having employees HELD HOSTAGE --- who do not want to be there. Their productivity + attitude will only have a negative impact on their coworkers, the brand...and the company. The FLIP-SIDE is that these very same companies HAVE IMMEDIATE NEEDS FOR EXACTLY THE SKILLS THESE PEOPLE HAVE...AND CANNOT HIRE THEM - BECAUSE OF THE VERY NON-COMPETES THEY + THEIR COMPETITORS HAVE PUT IN PLACE.
This ridiculous - inflexible NON-COMPETE "issue" hurts everyone. I hope that "the powers that be" come to some kind of FRIENDLY UNDERSTANDING that allows them to COMPETE for talent in the marketplace - the same way they compete for MARKET SHARE.
Lastly --- as we approach THANKSGIVING --- there seems to be a lot more WINDOW SHOPPING of candidates - as opposed to INTERVIEWS + OFFERS. Employers still seem to believe that if they just hold out a bit longer - they will find someone a bit better - than even the STRONG candidates they are meeting. It's kind of like the guy who is dating - finds an attractive, educated woman who he enjoys spending time with --- but does not want to commit - because he is sure there is a GENIUS SUPERMODEL --- waiting right around the corner.
This is how to miss out on a great match ---- professionally + personally.
In 2012; the need for the following will be strong:
e-COMMERCE
BRAND MANAGEMENT (MASS DISTRIBUTION)
GLOBAL MARKETING (LUXURY + MASS)
DIGITAL MARKETING/MEDIA
PRODUCT DEVELOPMENT
TRADE MARKETING
PRODUCT MANAGEMENT
WITH SKIN CARE + FRAGRANCE LEADING THE WAY.....
As we head toward THANKSGIVING ---- let's be thankful for what we have + remain optimistic about what lies ahead!
"When we have realistic expectations of ourselves and others - we can avoid much disappointment and resentment" - SK
