Should You Hire Outside Marketing Help Now?
After huddling in our bunkers for much of the past 18 months
we look forward to restoring growth and prosperity to our
companies. Many firms will find, however, that they are unable to
harness the early breezes of expansion due to resource constraints
that are a direct result of recent knee-jerk staff reductions.
Peter Cappelli, Wharton management professor and director of the
school's Center for Human Resources observed
that the recent economic crisis forced many managers to focus
only on the short-term. Slaves to quarterly performance
expectations, departments cut employees with little concern for the
long-term impact of layoffs. In many cases they were forced to
sacrifice core competencies resulting in a devastating brain drain.
As an expert on post-recession employment
recovery Cappelli knows that it will be some time before hiring
begins again in earnest.
“Companies will always wait to see that the demand is there because
the fixed cost of hiring isn’t trivial.” Instead companies will use
contract/temporary workers to hedge their bets on hiring, rather
than committing to paying wages and benefits to permanent, full-time
The use of contract labor to augment one’s staff isn’t a new
concept. In fact prior to the recession it was fairly commonplace
in IT, Finance and even Human Resources. Many firms outsourced
whole projects or departments to large staffing firms. But this
practice was less prevalent in marketing.
If you find yourself short on talent necessary to grow your
business consider these benefits of augmenting your existing staff
with temporary marketers:
You can generally
hire full- or part-time marketing resources by the hour, week or
month without committing to long-term employment. This allows you
to cover temporary holes (i.e. maternity leave) or limited workload
surges (i.e. a new product launch) without affecting headcount.
Scale up or down at
Flexibility is the biggest benefit of contract
marketers. As your needs change so can your temporary workforce
whether it be the overall number of contactors you use or the
individual skill levels you choose to access.
New marketers bring a fresh perspective and new ideas. By
augmenting your current staff with marketers from other backgrounds
and industries you bring new ways of approaching old problems to
In a resource
constrained environment hiring the wrong person can be
catastrophic. In many cases, hiring a marketer on a short-term
contract allows you to test drive them before committing to
Saves Time and
HR experts say it costs a company a year’s salary just to hire a new
employee. Depending on the level of the position it can take 2-6
months to land the right candidate. In the meantime, work is
falling through the cracks. Contract marketers are generally
available to start making contributions within 48 hours with little
or no upfront costs.
The final chapters of The Great Recession will be written in
the next 12-18 months. Those who boldly embrace the nascent
recovery will gain share and thrive in the years to come. Those who
continue to cower and wait for better days may be irreparably
harmed. But seizing the initiative will take resources,
specifically the arms and legs necessary to keep your marketing
initiatives on track. Perhaps now is the time to take a new look
at securing temporary marketing talent.
Marketing consultant and author of
Strategy Activation: How to Turn Your Vision into Marketplace
Success. Scott Glatstein drives profitable growth by filling
clients’ existing resource gaps with talented contract marketers.
Now check out his free checklist that will help you choose an
outside marketing firm that will enable you to achieve higher
profits. Get it now at
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