How can your business appeal to the next generation of marketing talent?


As a millennial myself I thought I’d talk first hand about the highs and lows of being a young marketer and share a couple of tips that I think will make the next generation of marketers thrive in the workplace.

Listen and learn

Listen to young marketers and encourage them to express their opinions. If they’re not working to their full potential then maybe it’s not them at fault.

In my first job I wasn’t listened to at all, honestly, I simply played a role in a bigger machine and my opinion soon got overruled, if I decided to speak up. I’m sure I’m not the only one.

It’s a little Dick Wittington-esq, but it wasn’t until I packed my bags and moved to London that I realised that my opinion had a value in the big wide world of business (I’m sure it can happen outside of London.)

My new work environment was really diverse, mixed experiences, mixed cultures, and people that listened to my ideas and encouraged me to think about how those ideas could help solve problems for my clients. This new-found confidence brought about simply by being listened to helped me to bring new ideas to the table.

I started to get more involved in meetings with peers and clients, pitching ideas about technologies and techniques that I’d grown up with, such as Facebook, Twitter, Instagram and Snapchat. I didn’t understand their value to marketers yet, but showing my understanding to the more experienced team helped them to form campaign ideas.

You don’t have to be Google

Look at the small changes you can make to make the working environment more welcoming for new talent

If you asked me as a young marketer whether I’d rather work in an office packed with table tennis tables, a rodeo bull, games consoles and bean bags, or an 80’s business unit on an industrial estate in Kettering – then I think you can guess my response.

However, those glamorous offices aren’t the reality for a lot of us, plus those thrills aren’t necessarily needed.

The issue is that when millennial, or younger *gulp*, marketers hear about these oases of the workplace their eyes (as mine did) will sparkle with delight. 

But it’s not just these huge creative companies that deserve to get all of the top talent, in fact the construction industry need marketers as much as any other. So how do we make it more appealing?

Everyone loves alcohol or food. Fact. I’ll never forget our first ‘4pm Friday beer’, which gave me a chance to speak to senior team members in a relaxed setting, breaking down work hierarchies, which if anything just prevents continual learning from shared experience. It’s that sharing of experience that’s so important to development, and for the price of a bottle of Budweiser (Peroni sounded a little pretentious?), I think the return far outweighs the cost.

Kirstie Osborne