The Do’s and Don’ts of Modern Marketing Recruitment

Marketing has always been a fast-moving industry, but the pace of change has accelerated dramatically in the last few years. AI, automation, and data-driven strategies have reshaped how businesses engage with customers. As a result, marketing teams are expected to evolve just as quickly. 

Companies no longer just need marketers who can execute campaigns. They need professionals who anticipate change, embrace new technologies, and contribute to long-term growth. This shift has made recruitment more challenging. Traditional hiring methods, which focus on degrees, past experience and static skill sets, are no longer enough to build future-proof teams. 

So how should you rethink the approach to marketing recruitment? These do’s and don’ts provide a framework for attracting and retaining the right talent in an industry that refuses to stand still. 

Do: Hire for mindset, not just skillset 

The most successful marketers today are those who can adapt to constant change. The rise of AI-driven tools, data analytics, and automation has created new ways of working that demand a different kind of professional. The right hire is not just technically skilled but willing to evolve. 

Companies should focus on learning agility instead of hiring based purely on a candidate’s current expertise. A great marketer today is someone who can quickly master new technologies, pivot strategies when necessary, and think critically about how marketing will look in five years, not just in the present. 

Companies that hire solely for technical skills risk hiring employees who may be obsolete in a few years. Those who prioritise mindset bring in professionals who will continue to grow with the business. 

Don’t: Rely on outdated job descriptions 

Many businesses fall into the trap of copying and pasting job descriptions from five or even ten years ago, assuming the role remains the same. Marketing is evolving too fast for that approach to work. 

Five years ago, digital marketers were primarily focussed on social media, paid ads, and website optimisation. Today, they need to understand customer data platforms, automation, AI-powered analytics, and performance-driven decision-making. A company looking for a digital marketing specialist may actually need a growth marketer with strong data skills or a CRM expert who can improve retention strategies. 

Before launching a recruitment process, businesses should take the time to assess what they truly need. The job title matters far less than the real impact the role should have on the organisation. 

Do: Treat recruitment like a marketing strategy 

The best marketing teams know that data and targeted messaging are the keys to reaching the right audience. The same principle applies to recruitment. 

Companies should use marketing-driven recruitment tactics instead of relying on traditional job postings and LinkedIn searches. This means identifying the type of candidate they need and where to find them. It also means running targeted digital campaigns designed to attract the right talent and using tailored messaging to position the company as an attractive employer. 

Don’t: Ignore employer branding 

The balance of power in recruitment has shifted. Talented marketing professionals have more options than ever and they are choosing employers just as much as employers are choosing them. 

If a company does not have a compelling employer value proposition, a clear answer to the question “Why would someone want to work here?” then even the best recruitment strategy will struggle. 

Competitive salaries and job security are no longer enough. Marketers today look for meaningful work, career development opportunities, flexibility, and a workplace culture that aligns with their values. A well-defined employer value proposition should highlight these aspects. 

Companies that fail to communicate their unique strengths risk losing top candidates to competitors that do. 

Do: Focus on candidate experience 

Recruitment is not just about evaluating candidates. It is about making them want to join the company. 

Many hiring processes are slow, impersonal, and overly complicated. Long gaps between interviews, unclear communication, and robotic interactions discourage the very people businesses should be eager to hire. 

Marketers understand the importance of customer experience, yet many companies fail to apply the same principles to recruitment. A streamlined, transparent process that treats candidates with respect makes a significant difference in attracting top talent. 

Don’t: Hire only for today’s needs 

Marketing is not static. Hiring based solely on immediate needs creates long-term problems. A business might think they need someone to manage paid campaigns today but in a year, they might need a growth strategist who can integrate AI-driven insights into their marketing mix. 

Future-proofing a marketing team means hiring adaptable professionals who can evolve with the company. It also means structuring teams with a mix of T-shaped marketers, who have broad skills with deep expertise in one area, and specialists in key fields like AI, automation, and data-driven marketing. 

Do: Use a mix of fixed and flexible talent 

Not every marketing role needs a permanent, full-time hire. Companies that are too rigid in their hiring structures often struggle to keep up with shifting trends. 

A smart recruitment strategy combines permanent hires for core leadership roles, interim experts for high-impact projects or temporary needs, and freelancers or consultants to bring in specialized skills when necessary. 

Why THOM Talent Search does it differently 

At THOM Talent Search, we speak the same language as the professionals we hire. We know what it takes to thrive in marketing today, and we find talent that brings the right mix of expertise, adaptability, and vision. 

That is why we do prioritise long-term thinking. We go beyond job descriptions to identify professionals who will grow with a company, not just fit into it. 

That is why we do not rely on outdated recruitment methods. We take a data-driven, marketing-led approach, ensuring companies connect with the talent that will drive real impact. 

The best marketers are the ones who never stop learning. The best marketing teams are the ones built to grow.