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Businesses are struggling to find and hire the right talent, especially in competitive fields such as Marketing and Digital. We’ll be exploring some of the challenges, how this impacts businesses, how to write a clear job description and give some clear examples. Team meeting to try and define what a requires Marketing and eCommerce roles are some of the most versatile and wide-ranging positions any organisation can have. They can cover everything from SEO and paid media to content strategy, social media, customer experience and more. Without a well-defined job description, businesses risk attracting completely irrelevant applicants, which results in wasted time, money, and often not finding the right talent for the role. A job description has the specific aim to attract a response from an applicant who will have experience in conducting the required responsibilities and setting clear performance standards and expectations. According to a recent survey, nearly 52% of job seekers abandon applications due to unclear job descriptions. That indicates a huge pool of potential candidates walking away simply because the role wasn’t well articulated. In the UK marketing and eCommerce space, where competition for top talent is fierce, clarity is important due to the wide-ranging roles that can often overlap or because the company requires distinct skills and experience that others with similar titles may not possess.   The right person for the role, will want to understand the expectations, how that aligns to their experience, if there are additional areas they’ll learn new skills or get exposure to things outside of their current scope that will be beneficial for their progression in the future. A clearly written job description is also crucial for promoting diversity and inclusion. Research shows that job descriptions with gender-neutral language attract 42% more applicants. Additionally, clear and unbiased job specs help address underrepresentation in industries like marketing and eCommerce, where diversity gaps still exist. The True Cost of Poorly Written Job Descriptions Poorly written and vague job descriptions will lead to unexpected costs for businesses, such as; Wasted Time and Resources H igh Turnover Weaker Employer Brand Reduced Diversity Time Savings for HR Teams and Hiring Managers Screening and interviewing unsuitable candidates stretches hiring managers and recruitment teams thin, consuming valuable time and resources from teams (resulting in decreased productivity of participants), delaying hiring, increased workloads for under-resourced teams increased recruitment costs. Making the wrong hire will result in high staff turnover, and could also lead to top performers becoming dissatisfied and exploring opportunities elsewhere. Misaligning expectations often lead to quick departures when new hires realise the role isn’t what they expected, and here at Solis this is quickly becoming the number 1 reason why job seekers in roles are exploring the market! The cost of a bad hire can be estimated as 30% of the employee's first-year earnings potential; meaning that for every £20,000 salary, a bad hire could cost the company around £6,000 in lost productivity, additional training, and the cost of re-hiring a replacement. Confusing or misleading job descriptions can harm your company’s reputation, deterring top-tier talent from applying. They may believe your business doesn’t understand the job market, or what are realistic expectations from a role. Unclear language or unrealistic requirements can discourage underrepresented groups from applying, even when they have the right skills, experience and attributes required for the role. Clear job descriptions streamline the hiring process, helping businesses meet the right people faster and avoid prolonged recruitment cycles A clear job description sets the foundation for hiring success by establishing precise criteria for qualifications, skills, and experience. It also helps candidates self-assess their fit for the role, making the application process more efficient and targeted.   More than three-quarters (78%) of job seekers would consider abandoning lengthy or complex recruitment processes, underscoring the importance of clarity and efficiency in job postings. This highlights why well-structured job descriptions are a vital part of an effective hiring strategy, and outlining the process in a job description can assist in managing applicants expectations.   Best Practices for Crafting Effective Job Descriptions To create job descriptions that attract the right candidates and streamline your hiring process, follow these best practices: Use Inclusive Language Be Specific Highlight Company Culture Include Key Details Prioritise Essential Skills:   Avoiding jargon and ensuring the language is accessible to all potential applicants will increase the number of relevant applicants. Gender-neutral language has been shown to increase applications by 42%. By clearly outlining responsibilities, required skills, and expectations to attract suitable candidates will also help to benchmark candidates in line with the role. It’s also valuable to outline desirable skills, experience and attributes as it can potentially help filter for stronger applicants and avoid setting unrealistic expectations for the person who is hired. Providing insights into your organisation's values and work environment to attract like-minded individuals. By clearly outlining what your company offers it’s employees, unique benefits or what the working culture is like and the values your business and employees embody will result in attracting likeminded individuals who should essentially fit in to business better. Key details such as salary range, location, and working conditions provide essential context and transparency, and should reduce the number of applicants who do not match that criteria. Also be clear about whether or not you can provide sponsorship as this could impact the number of international applicants. The job description should set out what is expected of the person, and Solis help businesses to create realistic Ideal Candidate Persona’s based on the specification. We also advise if businesses should look for people potentially taking a step up or operating at the desired level, and what impact this can have for the business commercially. Step by step actions: Define the job title, summary of responsibilities, qualifications, benefits. Begin to develop Ideal Candidate Profile and what they’re expecting or looking for in their next role. Ensure roles aligns to what the market expects. Outlines essential technical skills, attributes, soft skills and experience levels. Outlines desired technical skills, attributes, soft skills and experience levels. Incorporate information about the companies cultures and values to attract aligned applicants. Real-World Examples: The Impact of Clear Job Descriptions Let’s take a look at how well-defined job descriptions can shape recruitment for key roles. 1. Marketing Director (B2B) The expectations of a Marketing Director is generally quite broad and roles and responsibilities can all be impacted by industry, company size, companies priorities, customer base, internal structures, team sizes and more. For the sake of this example the role focuses on content strategy (SEO, web navigation, social media, email), online events, and managing a paid media agency, working closely with CEO and exploring building out a team in the future. So the job description needs to be sharp. The Company This is a great opportunity to join a small but growing SaaS business, looking to revolutionise the world of invoicing. Job Description: Working closely with the CEO to develop and execute content-driven marketing strategies to drive demand. Working closely with the Sales Director to develop sales collateral. Optimise web content to improve organic search, and ensure brand consistency across all collateral (Website, Social Media, email, sales presentations etc…). Collaborate with external agencies on paid media campaigns. Manage the marketing budget and track ROI. Explore client attraction process and identify areas for improvement. Build and lead the marketing team to execute a multi-channel growth and demand generation strategy. A full job description would be much longer, and we usually go through the company (creating an attractive proposition), the role and responsibilities, the applicants requirements and finally the salary and benefits. For the examples we’ve created shorter examples to highlight the company briefly and some of expectations for the role. By clearly outlining the focus on content and agency management, you attract candidates with strategic oversight and hands-on content expertise. Mentioning build and leading marketing team will attract applicants who’ve done that in the past. Highlight working closely with the CEO, will also demonstrate the level of the professional and will attract applicants who favour working directly with leadership in smaller businesses. 2. Head of eCommerce (Scaling SME) For the example this role involves creating RFPs, managing agency tenders, and driving both marketing and eCommerce trading while identifying growth opportunities. The Company This is an opportunity for a Head of eCommerce to join a growing fashion brand in Milton Keynes, playing a key part of their next phase of growth. Job Description: Lead eCommerce strategy and online sales performance. Manage agency relationships and oversee tender processes. Review digital marketing and trading strategies, identifying areas for improvement and opportunities for growth. Identify opportunities to scale and mature the business. Optimise customer journey and website performance. Manage a Digital Merchandising Assistant and CRM & Marketing Executive. This clarity attracts candidates with experience in both eCommerce operations and strategic growth, essential for a scaling business. The role mentions the location early (if it requires an in-office presence) and who’ll they’ll be managing in the team. 3. SEO Manager (D2C Retailer) For the example the role requires working across technical SEO, content, and digital PR, this role requires a broad skill set and an agency-friendly background. Company This is an excellent opportunity for a SEO Manager to join a sportswear retailer in Central London, looking at ways to enhance website performance, improve the user experience and boost the website domain authority. Job Description: Develop and execute technical SEO strategies, from conducting audits, identifying issues, improving website navigation, ensure accessibility and more. Work on content creation and on-page optimisation. Manage outreach and digital PR initiatives. Analyse performance data to inform SEO decisions. Stay updated on industry trends and algorithm changes. Work closely with the web development agency to oversee technical website changes. Work closely with marketing team and other departments to ensure consistency in all customer communications. Defining the balance of technical, content, and outreach expertise ensures applicants know exactly what’s expected, attracting well-rounded SEO specialists. The sector and location will also help filter applicants. The Impact of Clear Job Descriptions on Recruitment Metrics Precise job descriptions don’t just improve the candidate experience — they deliver real results for businesses too: Reduced Time-to-Hire Attracting well-suited candidates streamlines the selection process, cutting down on wasted time. Improved Retention Rates Clear expectations set from the outset lead to higher job satisfaction and longer tenure. Higher-Quality Applicants When candidates understand the role and its requirements, you’re more likely to receive applications from those who genuinely meet the criteria. How Solis help to define clear Job Descriptions to find the perfect hire Investing time in creating a clear, well-structured job description pays off in better applicants, a faster hiring process, and longer employee retention. By clearly defining what success looks like in a role, you attract candidates who not only meet the qualifications but are also aligned with your vision and goals. For businesses in marketing and eCommerce, where roles can vary widely, getting this right isn’t just helpful, it’s essential. We help businesses create job descriptions by asking questions beyond just the role and responsibilities. We look to understand other objectives expected from the person, whether it’s commercial, operational or an ambition for the business. At Solis we want to understand what’s important to your business and team. We help create an "ideal candidate persona," by thoroughly researching and defining the characteristics of the perfect candidate for your role, including their demographics, skills, experience, motivations, career goals, and preferred communication channels, essentially building a detailed profile that helps you target the right people during recruitment.    We ask “Who are you trying to attract? What are their career goals and aspirations?”, then through incorporating insights from high-performing employees and industry benchmarks to inform the persona, we can see how your role, company and proposition compares against their expectations. We continuously refine the persona based on evolving business needs and market trends to ensure we source the best person for the role. Through a more thorough qualification we reduce the noise, by qualifying and selecting profiles that the business needs. This reduces your internal workload and makes hiring more efficient. To enhance your recruitment strategy and attract the right candidates, consider partnering with experts who specialise in crafting effective job descriptions and streamlining hiring processes. Contact our team at Solis Recruitment to learn how we can assist you in optimising your talent acquisition efforts for your Marketing and eCommerce teams. Explore More: eCommerce Recruitment Marketing Recruitment Submit a Job Brief

Startups, Scale-ups and Small businesses can face similar challenges to source and hire the right talent. Through this article we'll speak through some of the problems they face and how Solis can help. There are 5.5million private businesses in the UK, which illustrates how the business environment is both vast and competitive. The challenge to find talent has also become increasingly difficult, and smaller businesses, startups (Pre-seed, Series A and privately funded ventures) and early stage scale-ups (Series B and Series C at times) can struggle to attract high-quality inbound applications. In fact sourcing the required profile through organic methodologies alone has become increasingly difficult. Over 62% of businesses in the UK are currently facing a skills shortage - Open University's Business Barometer. T his shortage underscores the urgent need for a more strategic approach to talent acquisition. Building a compelling Employer Value Proposition (EVP) isn't something that can be achieved overnight. It requires careful planning, a deep understanding of your company's unique strengths, and a clear articulation of what you offer potential employees. Smaller businesses often lack the resources or expertise to develop a robust EVP on their own. This is where Solis comes in. At Solis Recruitment, we go beyond ticking off skillsets on a job description. We take the time to understand your niche, your ambitions, and the unique DNA of your business. By getting to the heart of your culture and mission, we ensure that when we take you to market, we’re positioning you in the best possible way to attract the right people to help your business fulfil it's short term and long term objectives.. Defining the Right Talent for Growth in Startups and Scale-ups At Solis, we understand that every business is unique. We don't just fill roles; we build teams. We take the time to get to the heart of the culture and mission of our clients, allowing us to represent them in the best possible light to potential candidates. We're all about reducing friction points in the hiring process, making it as smooth and efficient as possible for both our clients and the candidates we represent. Before jumping into recruitment, we work closely with you to define the key competencies needed for the role. This means: Helping shape the job description and candidate profile  – ensuring they accurately reflect the role’s requirements while appealing to top talent. Benchmarking against successful hires and market trends  – using our experience to recommend the best ways to access these profiles. Identifying the right combination of experience, skills, and personality traits  – ensuring alignment with both the role and company culture. Our approach is collaborative and consultative. We collaborate closely with you to understand your specific niche, help you define the critical competencies required for each role, and support the creation of a compelling job description and ideal candidate profile. We go beyond simply listing skills; we delve into the experience and personality traits that would best align with your company culture and mission. Smaller and growing businesses will usually require team members with a different mindset and approach than bigger and more established businesses. Structures and processes may at times require more fluidity, and team members may at times need to do things that may not be considered traditional duties for their job title. This can make recruitment trickier, and requires a deeper process to qualify candidates. Recruitment for a Startup will be different for a scale-up, and each will require a tailored strategy and Go-To-Market plan. Leveraging our previous experience and successful projects, we help benchmark talent and recommend strategies for attracting and accessing these profiles. We can even advise on how to access the experience and personality traits that will be the perfect fit for your team. The Next Phase of Growth. How Solis Recruitment help to Attract & Select the Right Talent for Startups and Scale-Ups We don't just stop at filling current vacancies. We're in it for the long haul. We work with you to understand the ambition of your business, how you're looking to evolve, and your plans for workforce expansion. This deeper understanding allows us to guide you on how to attract and select the right talent to fuel your growth. We become an extension of your team, providing expert advice and support every step of the way. As your company evolves, so do your hiring needs. We help guide you through this next stage by: Understanding your growth ambitions  – ensuring your hiring strategy supports your long-term vision. Refining your approach to talent attraction  – whether it’s employer branding, strategic outreach, or identifying new candidate pools. Advising on selection and assessment  – reducing friction points in the hiring process to secure the best-fit candidates efficiently. We work with Technology, SaaS, eCommerce, Retailers and Consultancies to find the best talent. Growing a business is exciting, but hiring the right people is what truly makes it successful. If you’re looking to build a team that will help take your company to the next level, we’re here to help. Partner with Solis and unlock your talent potential.   Contact us today to discuss your hiring needs and discover how we can help you build a winning team.

Why Hiring Marketing Talent for SaaS Is Tougher Than Ever? The UK’s SaaS sector is growing, with over 2,973 companies generating a collective turnover of £87.9 billion annually. With an industry growth rate of 25.9%, the demand for skilled marketing and digital professionals has skyrocketed. However, finding and retaining the right talent has become increasingly challenging due to market dynamics, candidate expectations, and hiring inefficiencies. High Turnover Rates in the UK Are Disrupting Marketing Recruitment Efforts According to LinkedIn Talent Insights, the average tenure of marketing and digital professionals is just 2.1 years. Within the SaaS sector, this number is even lower, with Chief Marketing Officers (CMOs) staying in roles for just 9–18 months. This turnover creates a perpetual recruitment cycle that drains resources and impacts business continuity. In fact, 47% of digital professionals in the UK plan to switch roles within the next six months, highlighting the need for effective retention strategies The Growing Talent Demand in SaaS Marketing Hiring managers are feeling the pressure, with many marketing leaders planning to expand their teams in 2024 to meet increasing demands. As SaaS organisations scale, they require marketing professionals who can execute data-driven campaigns, build brand presence, and navigate ever-evolving digital landscapes. Yet, the talent pool for skilled marketers and digital professionals remains limited, forcing businesses to compete heavily for top-tier candidates. According to the Open University Business Barometer , a lack of relevant applicants heavily hindered businesses abilities to recruit in 2024. Infographic highlighting recruitment challenges for SaaS marketing and digital talent, revealing key statistics: 2.1 years average tenure for mid-senior marketers, 47% plan to change roles soon, 73% of employers face skills shortages, and 4 in 10 cite salary expectations as a major hiring barrier. Inefficient Recruitment Processes Are Driving Candidates Away A significant number of UK businesses are struggling with inefficient recruitment processes, spending up to 10 hours a week just scheduling interviews. On top of that, 38% of candidates report not receiving any feedback after interviews, and 52% would not recommend a company following a negative experience. This not only damages employer branding but also contributes to the growing issue of candidate disengagement. A staggering 86% of UK job seekers admit to ghosting employers during the hiring process, with 31% finding it acceptable to do so even before an interview. Overly lengthy recruitment processes also pose a significant problem, with 52% of candidates unwilling to attend more than two interviews for a role. Add discriminatory practices, reported by 63% of UK job seekers, and you have a recipe for disengagement. Younger demographics, particularly Gen Z, are quick to move on if they encounter a poor experience. For instance, 34% of Gen Z workers have accepted job offers only to fail to show up on their first day, a phenomenon known as "career catfishing." Building a Better Recruitment Strategy Recruiting marketing and digital professionals for SaaS organisations in the UK is undoubtedly challenging, but it’s not impossible. By addressing inefficiencies, focusing on candidate experience, and aligning hiring practices with industry demands, SaaS businesses can attract and retain the right talent to drive growth. To enhance your hiring process, consider the following strategies: 1. Clearly Define Roles and Requirements Establishing a precise job description is crucial. It outlines the essential aspects of a position, providing clarity on the role, responsibilities, qualifications, and expectations. This ensures that all stakeholders, including hiring managers and HR teams, have a unified understanding of the position, facilitating a more efficient recruitment process. 2. Understand Market Dynamics and Candidate Qualifications The job market is dynamic, with factors like salary expectations, work-life balance, and benefits evolving rapidly. It's essential to stay informed about these trends to align your offerings with candidate expectations. Additionally, job titles can be misleading; similar titles may encompass different responsibilities across companies. Therefore, delve deeper into candidates' experiences and skills rather than relying solely on titles to assess suitability. 3. Optimise Interviewing and Onboarding Processes Implement structured interview techniques, such as the STAR (Situation, Task, Action, Result) or CAR (Context, Action, Result) methods, to elicit concrete examples of candidates' past achievements and assess their fit for the role. A well-defined onboarding programme further ensures that new hires integrate smoothly, understand company culture, and are productive from the outset. By focusing on these areas, businesses can enhance their hiring processes, attract top talent, and reduce turnover rates. Some of the ways Solis support businesses in improving hiring processes is by: Assessment of role compared to market talent Aligning expectations with market realities Supporting shape recruitment processes Headhunting services Employer Value Proposition Development Utilising technology to streamline the recruitment process Whether you're a startup aiming to expand your team, a scale-up seeking professionals to drive your next growth phase, or a multinational establishing a new team in the UK or Europe, Solis Recruitment is here to support you. Partnering with a specialised recruitment agency, such as Solis, can help streamline the process and provide access to top-tier professionals with the skills and experience your business needs to thrive. If you're looking to hire Marketing , Product or Digital professionals for your teams you can get in touch with us here , or submit a brief here .

The job market has been turbulent over the last two years, making it increasingly difficult for professionals to secure the right role. With increased competition and economic uncertainties, many marketing and digital professionals are struggling to stand out. In this blog, we'll explore the challenges job seekers face and provide strategies to overcome them to find the right roles in 2025. The Problems   The job market has seen significant fluctuations, with many professionals finding it challenging to secure the right role. According to Statista, as of the second quarter of 2024, there were approximately 930,300 sales, marketing, and related associate professionals in the United Kingdom, compared to 916,700 in the previous quarter. This represents an increase of nearly 150,000 professionals since Q2 of 2022, although growth has slowed down from a high of 947,900 in Q3 of 2023.     Expansion and redundancies have led to a more crowded job market, intensifying competition among candidates, especially at senior levels. Political and economic factors, both domestic, and international, have resulted in cautious hiring practices. Many predicted a market upturn in September 2024, with autumn traditionally being a busy time for marketing, branding, and digital recruitment. However, negative media coverage before the Autumn budget led to businesses delaying their hiring plans. Although increases to Employer National Insurance were not as severe as speculated, they did not promote growth, especially as many businesses experienced lower-than-expected trade due to high interest rates and reduced consumer spending caused by high inflation. This has also led to reduced investment in teams and technologies, meaning marketing and digital teams cannot grow or operate as efficiently.   We’ve also seen a widening gap between employer expectations and what jobseekers are looking for across areas from experience, proficiency with new technologies, aligning skills to requirements, and an increasing salary disparity for professionals although they’re working at similar levels.   The other critical issue is recruitment itself. Many jobseekers I’ve spoken with have told me applying directly for roles on job boards feels like a wasted effort, with people often feeling their application has been rejected without “human eyes” ever seeing their CV. So aside from low response rates, many feel that job listings aren’t always genuine (aka Ghost Jobs) or that they need to keyword stuff their CV to get past an automated filtering system.   How to navigate the market   So, what’s actually working for people looking to secure new roles? This is the million-dollar question, and unfortunately, different things are working for different people..   So what are people doing: Applying for roles Working with recruiters Networking Keep a finger on the pulse Be prepared when you go in to an interview   However, the key is to approach these activities with intention, rather than using a "spray and pray" method.   One job seeker told me that they approached job hunting like a role. They would set times, read through roles, research companies, and be selective about where they applied. They would also tailor their CV to the role, as long as it was an area they’d covered or had relevant experience for.   As a recruiter, I was overwhelmed by the number of irrelevant applicants for roles in 2024. Some of these professionals should’ve been experienced enough to know they weren’t right if they’d read the job description.   If you’re applying directly for roles, make sure your CV aligns with the job description. Don’t keyword-stuff your CV, and try to keep it to a maximum of 2 pages. If you could be a good fit for more than one role or industry, create multiple CVs tailored to each role. Content is king, and a well-written CV that aligns with a role will help you secure more interviews. For more CV writing advice, we have a guide here and a template here .   Do your research when selecting recruiters to work with. Pick those you’ve worked with in the past, those who’ve been recommended to you, or those you can have honest and frank conversations with. Be selective and keep the number to 2 or 3 who you can really trust.   They should know about your industry and be able to help you navigate the market. Networking is crucial in this market and can help you bypass long-winded applications. People like to work with those they like and will refer those they feel will be a good reflection of themselves. Attend industry events, keep up to date with the latest trends, and understand what businesses need from professionals.   Networking will help build your knowledge of what businesses are looking for. Do they want someone more familiar with using AI tools? How are flexible working practices changing? Where could opportunities be emerging? Networking isn't just sending a message on LinkedIn and thinking job done. It's not just sending a generic email. Get back in touch with old colleagues and managers, they may not be hiring, but they could point you in the right direction. Look to build new relations if you need to.   Keeping a finger on the pulse goes beyond just learning trends; it also involves upskilling yourself. If you need to be more analytical, Google offers a free certified Data Analytics course. If you’re a B2B marketer who hasn’t used Hubspot, complete their free courses.   By spending time developing yourself, you can get one step closer to your next role.   If you’re a senior professional, Mark Ritson’s Mini MBA courses in Marketing and Brand Management will mean you join a prestigious alumni of 25,000 global professionals (of whom 40% are based in the UK). This means not only have you learned, but you’ve also gained access to a wider community of like-minded professionals.   The first few points will help you get to an interview, but that’s only part of the parcel. What you do next is crucial.   When going to an interview do a few basic things and they’ll help you go a long way.   Reread the job description and make notes with examples of when you’ve handled something similar. Put together some tangible examples of impact you’ve made in a similar role and what this meant for your employer commercially, operationally or for the brand. Look at the competitors and try to understand where the business is in comparison. Refer back to job description to understand the objective of the role and try to think how you can help them get ahead of the competition. Use CAR or STAR method to answer questions ( click here for a the guide ) Ask meaningful questions during the interview to really try and understand the business and their objectives and what they want the successful person to do. Put effort into the task.   The last one seems to be a bit of a sticking point. Businesses and hiring decision makers want to understand what you can bring to role if successful. However, I’ve heard about people being burnt or feeling like they have. Although I’ve not personally seen ideas being stolen, I have seen people share and discuss similar ideas and strategies. Also the people I’ve seen secure roles have usually blown their tasks apart, answered questions and shown additional considerations.   There are debates if tasks should be paid for, less demanding or based off old business needs, and there are strong cases for these practices to change. Whilst I cannot guarantee we’ll see that shift completely in 2025 although some of my clients have started adopting alternative practices in place of the tasks.   If you're looking to explore new Marketing or Digital roles in 2025 you can get in touch here .

With the rise of AI, traditional search engines are no longer the only go-to for answers, instead people are turning to AI tools such as ChatGPT to search queries, in different ways; which is all leading to a shift in the SEO landscape. SEO is constantly evolving as an industry, and having recruited in the space for close to a decade, I've spoken with professionals to understand their concerns or optimisms about the industry. Usually SEO's would be squarely focussed on Google's latest algorithm change and what this would mean for their business and for good reason. For most generations Google has been the no.1 Search Engine and would dictate the organic search landscape, how websites needed to be structured to rank, types of content they should create and more. They dominated this space, and most will still adhere to their rules as they own more than 90% of the Search Engine landscape in all countries and on all devices. However last year we covered the change in how Gen-Z conducted search, preferring to use Social Media platforms such as TikTok and Instragram over Google , but this year we've seen older generations also change the way they search for content now turning to AI tools to find answers to queries over Google. In this article we'll cover: What is conversational search? Why businesses need to adopt this in to their SEO Strategy for 2025 (interview with Gabrio Linari) What this means for SEO teams and professionals? Will there be a growing demand for Search professionals in 2025? What is Conversational Search? Conversational search is a more natural way of searching, where users interact as though they’re speaking with another person. Instead of typing short, keyword-heavy queries, people now ask detailed questions like, “What’s the best SEO strategy for small businesses in 2025?” This approach is powered by AI tools like ChatGPT , Google Bard , and the upcoming Google Gemini , which use advanced natural language processing (NLP) to deliver more intuitive, context-aware responses. Key Features of Conversational Search: Natural Language Input:  Queries are phrased as full sentences or questions, mirroring everyday speech. Contextual Understanding:  AI retains context across multiple queries, enabling follow-up questions like: "Where’s the best Italian restaurant near me?" "What about vegan options?" Voice Search Integration:  With the rise of voice assistants like Siri and Alexa, conversational search is increasingly voice-driven, further shifting the SEO landscape. Why Does It Matter? Conversational search reflects how people naturally communicate, offering a more personalised, seamless experience. With tools like Gemini expected to push AI capabilities even further, users now expect fast, precise answers tailored to their needs. For businesses, this means evolving their SEO strategies by: Optimising content for natural, question-based queries. Targeting voice search  users. Leveraging structured data to enhance visibility in AI-generated responses. As search evolves, businesses must adapt to conversational trends, ensuring they remain accessible and relevant in this new, AI-driven landscape. Conversational Search and next step in SEO Evolution - What your business needs for SEO in 2025 AI and Conversational Search Are Shaping the Future of SEO. The rise of AI, traditional search engines are no longer the only go-to for answers. People are now turning to AI-driven solutions, and this shift is reshaping SEO as we know it. In this insightful session, Jay Thandi   (Solis Recruitment) sits down with Gabrio Linari , an international Growth Marketing Director and SEO expert, to explore: How consumer behavior is changing with AI-driven searches. What "Conversational Search" means for businesses. Strategies to adapt and thrive in this new era of search. With over 14 years of experience in UK and European markets, Gabrio shares his expertise in leveraging innovative SEO strategies to drive growth. Plus, hear about his latest venture, ROCKY IV , and how it’s helping businesses worldwide transform their search strategies for greater personalisation and engagement. He partners with businesses owners and in-house marketing teams to set their search strategy for success. What this means for SEO teams and professionals? The SEO industry experienced a notable decline in job opportunities in 2024. In the first quarter, SEO job listings decreased by 37% compared to the same period in 2023, with mid-level positions being the most affected . The market downturn is part of a broader trend of layoffs in the tech sector over the past 18 months, which has impacted senior SEO leadership roles across both in-house and agency settings. In the UK consumer spend has decreased due to high interest rates and inflation, which has also impacted SEO teams. Despite economic uncertainty, technological advancements (AI) and changes in search dynamics (social media and AI) all impacting SEO teams, organic search remains a vital component of digital marketing and will integral to businesses wanting to succeed in 2025. Teams are not expected to deliver the same or better results, with lower budgets, smaller teams and less resources. This may not be sustainable long term, but in the immediate future we will likely see greater demand for SEO and marketing professionals. Will there be a growing demand for Search professionals in 2025? The digital marketing landscape will require a blend of specialised SEO expertise and broader digital marketing skills. Professionals will need to master technical aspects such as website architecture, mobile optimisation, site speed enhancements, and structured data implementation to improve search rankings effectively. Proficiency in AI technologies will be crucial, as they are reshaping marketing strategies and enabling more personalised customer interactions. Creating impactful and original content remains vital, with an emphasis on producing engaging material across various platforms to attract and retain audiences. The rise of voice search and the emphasis on user experience are anticipated to drive demand for SEO specialists who can optimise content for these evolving platforms. Data skills will also remain fundamental to what employers will require from SEO and Digital Marketing professionals. The ability to interpret and analyse data is essential for making informed decisions and optimising marketing campaigns still requires human expertise. AI systems often require substantial, high-quality data to function optimally; without it, they may produce biased or irrelevant results that could mislead marketing strategies. Also AI-generated insights can sometimes lack the necessary intuition to discover groundbreaking opportunities or foresee unpredictable market events. As AI continues to transform the SEO landscape, businesses must adapt to stay competitive. At Solis Recruitment, we specialise in connecting companies with top-tier SEO and marketing professionals equipped to navigate these changes. If you're looking to enhance your team's capabilities in 2025, contact us  to find the perfect fit for your needs. For more insights on how digital marketing trends and the skills required for success, explore our blog . We've successfully placed professionals who have driven growth in the evolving digital marketing landscape. Partner with Solis Recruitment to ensure your business has the expertise needed to thrive in the evolving AI-driven environment of 2025.

Changing careers can be intimidating, but it’s also an incredible opportunity for growth and reinvention. To skip to the video click here The UK market has become more volatile, and there has been a notable increase in redundancies across various sectors, including marketing and digital teams, over the past two years. This surge is largely attributed to economic challenges such as rising interest rates and inflation, which have compelled businesses to reduce staff to manage costs. Despite reductions, business performance is hindered when it comes to rehiring or replacing lost workforces when they reenter a growth mode. Then the pace of technological innovation has led to the creation of new roles, demand for new skills and opportunities that didn't previously exist. Someone with 5/6 years experience in a particular niche may not exist, therefore upskilling someone with 1 or 2 years experience may prove to be a more prudent hiring solution. There has also been a mindset shift from the modern workforce. People want opportunities to acquire diverse skills and experiences, enhancing their career development. Also employees are more inclined to leave positions in search of better compensation, benefits, work-life balance, or alignment with personal values. Hiring Managers themselves can have more varied experiences and are open to considering professionals with different and broader backgrounds. As daunting as changing careers can be, we live a rapidly changing world. Being able to adapt is crucial to succeeding. In this insightful event, top industry professionals share their stories of navigating non-linear career paths, breaking barriers, and redefining success. 🎥 What You’ll Learn: 🔥 Why career changes are more common than ever 📚 How to embrace curiosity and build transferable skills 💪 The importance of capability and attitude when hiring or transitioning 🧵 How to find your "Golden Thread" that ties your career moves together Featuring: 🎤 Jake Shands - CMO and Marketing Leader (ex Les Mills, Burger King) 🎤 Mark Walker - eCommerce & Omnichannel Expert (ex Unilever, Tesco) 🎤 Natalie Rodic Marsan - Brand Strategist 🎤 David Bacon - Strategic Digital Business Consultant 🎤 Magali Mas D’Amato - Global Marketing Consultant Key Takeaways: ✔️ Stay curious and open to learning ✔️ Network intentionally to unlock new opportunities ✔️ Leverage your unique skills to stand out ✔️ Be intentional about your next career move 📺 Watch the full video for actionable career advice and inspiring stories from professionals who have embraced the squiggly career journey. How to Successfully Navigate a Career Change Here are some practical steps to guide you: Discover Your Passions: Reflect on what drives you. What skills, industries, or roles excite you? Embrace a Growth Mindset: Show you’re ready to learn, adapt, and grow. Highlight your transferable skills and how they align with your new direction. Find Your "Golden Thread": Identify a common theme that ties your career journey together, such as creativity, problem-solving, or strategic thinking. Network Strategically: Build relationships both online and in person. Attend events, connect with professionals on LinkedIn, and engage with industry communities. Tailor Your Personal Brand: Update your CV, LinkedIn profile, and portfolio to showcase your unique blend of experiences and skills. Make sure they align with your desired role or industry. Be Curious and Proactive: Research your target industry or role. Take relevant courses, attend webinars, or join discussions to immerse yourself in the field. Stay Resilient: Career changes take time. Celebrate small wins and stay focused on your long-term goals. How Solis Recruitment Can Help You Navigating a career change or finding the right talent can be challenging, but you don’t have to do it alone. At Solis Recruitment , we specialise in connecting exceptional talent with forward-thinking businesses across Digital, Marketing, and Tech. Whether you're looking to take the next step in your career or hire the perfect candidate for your team, we’re here to help. 💡 Why Solis Recruitment? Expert guidance tailored to your goals. A deep network of professionals and businesses in the industry. Support throughout every stage of your career or hiring journey. You can can send an enquiry about our services here , or register as a jobseeker here .

A lot of people fall into marketing, they start their careers in a role that they don’t quite understand and are expected to learn as they go along.   They can either begin in a broad role, gaining a holistic view of marketing channels and where they intersect and interplay as a generalist, or in a specialised role, mastering a niche with deep technical expertise to communicate its intricacies and potential. Speaking with both generalists and specialists professionals searching for new opportunities, I’ve heard feedback from Generalists who feel they are losing out on opportunities to Specialists and vice versa, Specialists who feel they are losing out to Generalists. The Generalist Marketer vs Specialist Marketer debate has been going on for years.   Ultimately, everyone feels like they are losing, and job seekers don’t quite understand what employers are looking for, or how they should position themselves.   So I decided to speak with a number of Marketing and Branding experts to understand the market, what businesses are looking for, how marketers can adapt to the demands of the job market and if businesses have a preference between Specialists and Generalists.   What Do Marketing Generalists Do? Marketing generalists are versatile professionals who thrive on variety and enjoy wearing many hats. They are often referred to as the "connectors" of the marketing world because of their ability to work across teams and disciplines, connecting dots between otherwise disconnected teams.   They usually enjoy working in varied roles (variety is the spice of life some say!), are curious, loving to learning about new channels in areas not always directly within their remit and enjoy working across different teams, taking a wide lens view of the marketing landscape.   Types of Roles Generalists Thrive In:   Campaign Planning and Management : Plan, create, and execute marketing campaigns across channels such as PPC, email, and social media. Content Management : Develop and manage content for web and marketing collateral. Data Analysis : Monitor and analyse campaign performance metrics and optimise future campaigns. Project Coordination : Communicate marketing efforts and report results to leaders, teams, and stakeholders.   Generalists can be limited in the depth of knowledge about a particular area. As Tom Barker shared: “I wanted a broader role where I was pulling the strings, and every day was different and actively pursued in planning. A few years down the line I questioned this decision after a chance meeting involving a junior specialist who illustrated greater expertise of an area. It made me question “ If I don’t have specialist knowledge, am I becoming redundant? ” Tom then looked to specialise and ending up on unique projects focussing innovation and cutting-edge technologies.   What Do Marketing Specialists Do?   Specialists are experts in a specific area of marketing, delving deeply into technical or niche fields. They focus on honing one or two core skills to perfection, making them integral for high-impact projects or roles requiring precision.   They are usually fascinated by their area of expertise, and constantly looking at new trends or innovations that will impact their field, so they become the subject matter experts. They enjoy having a clear focus and doing one thing exceptionally well.   Types of Roles Specialists Thrive In: SEO PPC Email/CRM Paid Social Affiliates Display Social Media Influencer Marketing   Simon Hurrell explains the value of specialists: “Specialists stand out when their expertise brings unique insights to campaigns. While collaboration is key, their depth of knowledge in one area often drives high-impact results.”   Specialists can be limited in their knowledge of other marketing channels, how to adapt and adopt different approaches. Laura Chamberlain points out that traditionally Specialists had a “glass ceiling” and there are a limited number of opportunities for them above which limited their opportunities to progress further.   Differences Between Generalists and Specialists   While both generalists and specialists are crucial to marketing teams, their roles and approaches differ significantly.   The traditional view of the types of roles and businesses is as below:   Tom argues SME’s, Startups and Scaleups still require Specialists, and vice versa large organisations still need Generalists. “Good, senior generalists write strategy regardless of business size, which pulls everyone into one defined direction, all focused on their 'north star' which achieves the businesses' absolute goal. Otherwise, you can have half a dozen departments all doing their own things, probably very well, but not aligned to each other or the company's overall target.”   Matching Specialists or Generalists to large or small organisations, is an outdated way to approach job hunting. Nowadays, it requires an understanding of the organisation, the experience and skills they value when hiring and ensuring you apply to the right type of businesses.   What do hiring manager’s want?   Simon mentions “Candidates stand out when they demonstrate broader knowledge and ambition to grow beyond their current expertise.”   This perspective aligns closely with the concept of  T-shaped marketers , as well as newer models like V-shaped and Pie-shaped marketers. These “shapes” reflect how marketers balance depth in specific areas with versatility across multiple functions.   It’s no longer just about being a generalist or a specialist. Hiring Manager’s are looking for people who are a bit of both.   What Is a T-Shaped Marketer? Deep expertise in one area, complemented by broad knowledge across others. Example : An SEO expert with working knowledge of content marketing, paid media, and analytics. What Is a V-Shaped Marketer? Has a broad knowledge across a wide area of marketing, but deeper knowledge within several specialisms.   What Is a Pie-Shaped Marketer? Will have a broad knowledge like T and V shaped marketers, but 2 or more deep specialisms.     Laura feels there is a certain demand for Pi-Shaped Marketer and that traditionally Specialists would hit a glass ceiling as they only focussed on a small area. CMO’s are expected to understand the full marketing mix, even if they don’t have hands on experience in all areas. “People need to reflect on their ambition, and intentionally plan the direction they would like to take their career. There is nothing wrong about reaching the top within a niche area that you’ve specialised within, but there will be a lot of competition from other senior professionals for more senior roles.”   Lou Nylander feels the label of T-shaped, V-shaped or Pi-Shaped aren’t as important as building a broader skillset. She states there is nothing wrong with being a specialist and people can go on to have successful careers. But when searching for a new role, specialists need to be able to differentiate themselves from the competition. This is where more general knowledge or experience can be beneficial.   Tom argues that Specialist and Generalists have become more of a contextual thing. Generalists can become good strategic leaders as they bring a breadth of knowledge, and specialists can learn about other areas. He notes that there has been a lack of demand for strategic leaders recently, and businesses are favouring CMO’s at the top, and the specialist executioners at the bottom, but the middle areas have suffered. This happens in a tough economy. The issue with this he mentioned is “departments lose the people who foster collaboration between teams and departments, and siloed teams lose sight of the big picture as they only focus on their small world.”   Jema Avedian agrees emphasising that companies “need the broader person with big picture to pull everyone together and ensure everyone is working in a more collaborative manner”, otherwise things will go awry as they lose sight of the larger business objectives.   Lou notes, during economic difficulty business will favour Performance Marketing over Branding as the more immediate return can be seen. But to stand out in a tough economy, job seekers with an understanding of more than one channel or expertise can offer perspective employers more value.   As an example, a company looking for a Paid Search Manager may opt for a Search Manager to work on both Paid Search and SEO. They are bringing a greater depth of knowledge and will offer more to a perspective employer.   Lou points out, learning about other channels so as not to become siloed is as important as developing the hands-on skills. Her own example relates to her managing design teams without being a designer. She has an appreciation of their skills, has learnt enough about their craft to effectively communicate with them, whilst ensuring they understand her opinions from a marketing perspective.   Whether you’re pursuing specialisation or diversification, positioning yourself effectively is key to advancing your digital marketing career path UK.   Here’s how to frame your value:   Understand Your Skills and Competencies Laura advises focusing on three elements: Knowledge : Foundational marketing concepts, tools, and strategies. Competencies : Your ability to apply that knowledge effectively. Skills : Unique qualities such as problem-solving, leadership, and teamwork that differentiate you.   “Skills are where you can truly add value to prospective employers. They are what set you apart.” Laura Chamberlain   Align Your Expertise with Job Descriptions Other contributors we spoke with emphasised the importance of tailoring applications: “If the job requires a generalist and you’re a specialist (or vice versa), it’s an uphill battle.” Look at the role you’re applying for and make sure it matches what you can bring to the role.   Leverage Networking and Your Portfolio Laura reminds professionals that many opportunities are never publicly advertised: “Networking is still the thing. Many jobs are filled before they go to market.”   Show a willingness to expand your boundaries Simon has hired both specialist and generalists. “Show a willingness to go beyond what you already know, that you understand what the team next to you is doing and you have an appreciation for other disciplines, whether or not they complement yours”.   Adapt and Upskill Continuously Cristian Calls underscores the importance of lifelong learning: “Stay open to learning and testing new things. The world changes quickly, and so should you.” Lou emphasises the need to continuously learn. “You need to love what you do, and that passion will drive you to explore what’s new in the industry and explore what will be needed tomorrow.”   Conclusion: What’s the Career Path for Marketing? In the end, the choice between generalist and specialist is not about better or worse—it’s about context. Businesses value marketers who can align their skills with specific objectives, whether that’s delivering measurable returns or driving collaboration across teams.   If you’re looking to explore exciting  digital marketing career opportunities  or need expert advice on hiring top-tier talent get in contact here or to submit a brief click here , we’d love to support you. Contact us today to take the next step.   A huge thank you to all of our contributors and special mention to: Lou Nylander Jema Avedian Tom Barker Cristian Calls Laura Chamberlain Simon Hurrell

Introduction   Diversity, Equity, and Inclusion (DE&I) recruitment has become essential for thriving workplaces due to its profound impact on creativity, innovation, and decision-making. Diverse teams bring varied perspectives, fostering innovative solutions and driving business growth. An inclusive environment enhances employee engagement and retention, as individuals feel valued and respected. Moreover, DE&I practices align the workforce with the diverse customer base, improving customer satisfaction and loyalty. Companies embracing DE&I also benefit from a stronger reputation, better financial performance, and compliance with anti-discrimination laws. Ultimately, DE&I recruitment is key to building a dynamic, resilient, and successful organisation.   We will explore the significance of DE&I recruitment, its impact on businesses, effective strategies for implementing these practices and how, we here at Solis Recruitment, can assist employers in making key hires to address DE&I issues.   What is DE&I Recruitment?   DE&I recruitment is a strategic approach that focuses on attracting, hiring, and retaining talent from a wide range of backgrounds, including different genders, ethnicities, abilities, ages, and socio-economic statuses. The goal is to create a diverse and inclusive workplace where every individual feels valued, respected, and empowered to contribute fully.   How DE&I Differs from Traditional Recruitment Approaches   Unlike traditional recruitment methods that may unconsciously favour certain groups or people through unconscious biases, DE&I recruitment proactively seeks to remove barriers that hinder diversity. This includes eliminating biased language in job descriptions, using blind recruitment techniques to remove identifying information, and fostering partnerships with diverse communities to reach a broader talent pool.   Benefits of DE&I for Businesses Many business leaders question the importance of DE&I recruitment, if there are issues that need address, and the benefits DE&I recruitment can bring.   DE&I recruitment offers a wealth of benefits to businesses, including enhanced creativity, improved problem-solving, and better financial performance. A diverse workforce is more likely to offer varied perspectives and innovative ideas, which can help companies solve complex problems and adapt to market changes more effectively.   Moral and Ethical Imperatives for DE&I Recruitment Beyond business benefits, DE&I recruitment aligns with the moral and ethical values of fairness and equality. By committing to diversity and inclusion, companies demonstrate their commitment to social justice, which can build trust with employees, customers, and stakeholders.   Enhanced Creativity and Innovation A diverse team brings together different perspectives and ideas, fostering an environment of creativity and innovation. For instance, Marketing teams can develop more inclusive campaigns that resonate with a broader audience. Similarly, Product teams can design solutions that cater to diverse user needs, leading to unique and innovative products.   Better Decision-Making and Problem Solving Research shows that diverse teams make better decisions up to 87% of the time. When employees from different backgrounds collaborate, they challenge each other’s assumptions, leading to more thorough and thoughtful decision-making processes. Data teams, for example, benefit from diverse viewpoints, ensuring more comprehensive data analysis and insights.   Improved Financial Performance Businesses with diverse leadership are 36% more likely to outperform their peers in profitability. DE&I recruitment can directly impact the bottom line by attracting a broader customer base, reducing turnover rates, and fostering a more engaged and productive workforce. Ecommerce teams can leverage diverse insights to better understand and cater to various customer segments, enhancing sales and customer loyalty.   Strengthened Employer Branding Companies that prioritize DE&I recruitment build a strong employer brand that attracts top talent. Potential employees are more likely to join an organisation that values inclusivity and provides equal opportunities for growth and development. Enhancing your Employer Value Proposition (EVP) can significantly help attract and retain top talent in today’s competitive market .     Examples of Effective DE&I Recruitment Processes   Blind Recruitment Techniques Blind recruitment involves removing personal information such as names, ages, and gender from resumes to prevent unconscious bias. This ensures candidates are evaluated based on their skills and experience rather than demographic factors.   At times an employer will request the removal of academic achievements to further promoted fairness.  This approach ensures candidates are evaluated based on their skills, experience, and potential rather than their educational background. It helps level the playing field, encouraging diversity by attracting candidates from varied backgrounds and non-traditional educational paths.    Inclusive Job Descriptions Crafting job descriptions that use inclusive language and highlight the company's commitment to diversity can attract a wider range of applicants. Avoiding jargon and emphasizing flexibility and development opportunities are also crucial for inclusivity.   Partnerships with Diverse Communities Collaborating with organizations and networks that represent underrepresented groups can help businesses access a wider talent pool. These partnerships can include internships, mentorship programs, and community outreach initiatives.   Leveraging Technology for Inclusive Hiring Using AI-driven tools to screen candidates can help reduce bias in the hiring process. However, it's essential to ensure that these tools are designed with fairness in mind to prevent replicating existing biases ( an issue that has arisen already ).   Challenges in Implementing DE&I Recruitment   Unconscious Bias in Hiring Processes Despite the best intentions, unconscious bias can still impact recruitment decisions. Training recruiters and hiring managers to recognise and mitigate their biases is a critical step in fostering an inclusive hiring environment.   Taking additional steps and a fairer evaluation process may be needed to evaluate applicants equally and based on merits and experiences.   Lack of Awareness and Understanding Many organisations struggle with implementing DE&I strategies due to a lack of awareness and understanding. Education and ongoing training are essential for building a culture that supports diversity and inclusion.   No one wants to feel like a token hire, they want to know what other changes the business will be making structurally, and how they will promote DE&I internally through champions and awareness programmes.   Resistance to Change Change can be challenging, and some employees or managers may resist DE&I initiatives. Clear communication about the benefits of diversity and inclusion, combined with leadership support, is vital for overcoming resistance.   The Role of Solis Recruitment in DE&I   Solis Recruitment’s Approach to Building a Diverse Talent Network At Solis Recruitment, we are committed to representing a broad network of diverse individuals and have fostered relationships with a wide range of talent across various industries. Our approach includes leveraging innovative recruitment strategies to ensure we reach candidates from all backgrounds who are relevant to the roles we recruit for.   We have a proven track record of helping businesses achieve their diversity goals by connecting them with talented individuals who bring unique perspectives and skills to the table. Our personalised approach ensures that we understand the specific needs of each client and match them with the right candidates.   Tailored Recruitment Strategies for Diverse Hires We have helped businesses we work with to create a tailored recruitment strategies that align with your company's DE&I goals. We use a combination of traditional and innovative techniques to identify and attract diverse talent, ensuring a comprehensive and inclusive recruitment process.   How Solis Recruitment Can Help Employers with Key Hires Comprehensive Recruitment Solutions Tailored to DE&I Needs Solis Recruitment offers comprehensive recruitment solutions designed to meet the unique needs of each employer. From sourcing diverse candidates to conducting unbiased interviews, we ensure that your hiring process reflects your commitment to DE&I.   Building Long-Term Relationships with Diverse Talent We go beyond just filling vacancies; we build long-term relationships with diverse talent. This approach helps employers create a sustainable pipeline of candidates, reducing time-to-hire and improving retention rates.   Remote Work and its Impact on DE&I The rise of remote work has expanded the talent pool, allowing businesses to hire from anywhere. This has significant implications for DE&I, enabling companies to reach candidates who may have been excluded due to geographic or accessibility constraints.   Conclusion DE&I recruitment is not just a trend but a vital business strategy for fostering innovation, improving financial performance, and strengthening employer branding. Solis Recruitment is dedicated to helping businesses achieve their diversity and inclusion goals through tailored recruitment solutions and a commitment to building diverse talent networks. Find out more about our DE&I Recruitment services here. Hiring? Contact us today to learn how we can assist you with your key hires and make a positive impact on your organisation.

The job market is perhaps more competitive than it has ever been. Many senior professionals have said they’ve not experienced such a difficult and tumultuous market since the financial crash in the late 2000’s.   We’ve written posts about optimising your CV to get more relevant interviews, but that is only the first step in securing your next role. The next stage in your job search is how to master answering interview questions, but this can be the most problematic part of the job search. You can be asked obscure and irrelevant questions which we can’t really assist with, but people also struggle to provide depth or content about what they do or what they have done. Knowing how to effectively answer competency questions to stand out from other interviewees is crucial to securing a job.   What are Competency-Based questions? Competency-based questions are use to evaluate specific skills or experiences you possess in relation to the role you are applying for. . These competencies often include expertise specific to the role like using certain tools, carrying out tasks, undertaking specific responsibilities, or delving in to your soft skills such as; teamwork, problem-solving, communication, and leadership. The goal is to assess whether your previous experiences and behaviours align with the job’s demands.   Interview questions related to previous experiences and skills are to assess your knowledge, achievements or behaviours to predict your future performance or success in the specific role you are applying for.   Interviewers will often ask questions designed to elicit evidence of your competencies. These questions often start with phrases like “Tell me about a time when…” or “Give an example of…”. The focus is on your personal contribution to situations rather than the outcomes achieved by a team.   These are used to provide a clear and measurable way to assess your performance and level of responsibility in previous positions, and to determine your suitability for the role’s requirements.   Preparing for questions and evaluating your own successes, failures, strengths, weaknesses and learnings will ultimately determine your success within interview processes and securing your next role.   Preparing for a Competency-Based Interview   The key to preparing for an is understanding what the role is looking for. Review the job description, and identify the core competency, responsibilities or the requirements they are looking for. Make some notes of relevant examples from career experience that relates to this. Take the notes you’ve compiled to and begin to delve deeper using either the STAR or CAR technique. Analyse what impact your successes had for previous employers, and why it was beneficial for the business. Refine your answers. Try to think to of relevant experiences in the past 18 – 24 months relevant to the role that demonstrate how your experiences relate to the required competencies. The more specific and recent the examples, the better. Try to rehearse you answers so you can communicate your experience clearly, confidently and naturally.   STAR and CAR Technique for answering interview questions   Both the CAR and STAR methods are effective for answering competency interview questions, and each has its own merits. Depending on the depth of response you are looking to give should help you choose which will be more effective to different questions.   The STAR method is a structured approach to answering interview questions. It helps you provide clear, concise, and compelling responses by breaking your answer into four key components:   Situation:  Describe the context within which you performed a task or faced a challenge. Be specific about the situation to set the stage for your story. Task:  Explain the actual task or responsibility you had in that situation. What was your goal? Action:  Detail the specific actions you took to address the task or challenge. Focus on what you did, rather than what the team did. Result:  Share the outcomes or results of your actions. Highlight what you accomplished and what you learned from the experience.     The CAR method is another effective technique for answering interview questions (and my preferred technique). It stands for Context, Action, Result and helps you structure your responses in a clear and impactful way.   Context : Describe the situation or task you were involved in. What was the background, and what were you responsible for? Actions : Explain the specific actions you took to address the situation. Focus on your role and contributions. Results : Highlight the outcomes of your actions. What impact did you have? What were the measurable results?   Consider the type of questions and the interviewer’s style. If the interviewer asks for detailed examples, STAR might be more suitable. For more rapid-fire questions, CAR could be better.   Some people find the STAR method more comfortable because it helps them set the scene before diving into their actions. Others prefer the CAR method for its simplicity and directness. We prefer the CAR method as it helps you provide structured and memorable answers that demonstrate your problem-solving skills and achievements, which makes preparing for interview easier.   Try to think of examples that demonstrates the value you can bring to prospective employers.   Answering Competency-Based Questions: Real-Life Examples Let’s look at some examples of how to answer common competency-based questions effectively.   Example 1: Marketing - Results Orientation Question : "Tell me about a time when you acted to improve the performance of a business."   Response : Context : "In my previous role as a marketing manager, I noticed that our customer engagement metrics were declining despite an increase in our marketing budget." Actions : "I analysed our marketing strategies and identified that our content wasn’t resonating with our target audience. I initiated a series of A/B tests to refine our messaging and realigned our content strategy with customer feedback." Results : "As a result, we saw a 25% increase in engagement within three months, leading to a 15% boost in sales. This not only improved our performance but also justified the marketing spend to senior management."   Example 2: CRM – Project Leadership Question : “Can you describe a time when you were involved in a CRM platform migration?”   Response : Context : “Our company decided to migrate from an outdated CRM system to a new, more robust platform to improve customer data management and streamline processes.  The project required not only internal coordination but also collaboration with an external agency responsible for the technical aspects of the migration.” Action : “As the project leader, I developed a comprehensive project plan and timeline. I coordinated with the internal team to conduct a data audit and clean up inconsistencies. I also managed the relationship with the agency partner, ensuring clear communication and alignment on project goals. We held regular meetings to track progress, address any issues, and ensure that both teams were on the same page. Additionally, I organised training sessions for staff to ensure a smooth transition to the new system.” Result : ““The migration was completed on time and within budget. The new CRM system improved data accuracy and operational efficiency, reducing customer service response times by 20%. The collaboration with the agency partner was highly effective, resulting in a seamless integration with our existing tools. User adoption rates were high due to the comprehensive training and support provided. The project was considered a success, and the new system continues to support our business growth.”   Thinking of the results with an outcome will make them easier to recall in interviews.   Remember to think of times you’ve needed to show soft skills, from managing and communicating with stakeholders, working as part of a team, leading others, dealt with difficult situations. These are also critical to roles.   Conclusion Preparation is key to interviewing well. Reviewing past achievements, successes and responsibilities makes it easier to articulate answers to questions clearly, concisely and confidently. Preparation has been proven to help reduce interviews anxiety and boost confidence.   Providing well thought out answers, will help you stand out from candidates who are under-prepared. Your advantage comes from providing context of what you have done and why your experience will help you in this role.   While you can’t predict every question, preparation helps you think on your feet. Understanding the company and the role allows you to adapt your responses to unexpected questions more effectively.

Are you looking to change career path to Product Management? So you want to get into Product Management, but the pre-requisite is anywhere from 1 – 3 years of experience… Experience that you don’t have right now, because the roles that you need in order to build the experience, all want someone with experience. Sound familiar? We often hear this kind of frustration from candidates, and it’s a common theme. But how does one break through this cycle? We reached out to our network, and asked some Senior Product Management professionals what their experience has been like, and how they approach hiring for their own teams. Which roles can evolve into Product Management? There are a number of sectors that involve transferable skills that lend themselves to Product Management, including Marketing, Operations, E-commerce, Data and Analytics, to name a few. Nick Falkowski, Product Director at Trustpilot shared that “someone with practically any career path can successfully move into Product Management. It is really more about the individual, what motivates and excites them, and the impact they want to have in their professional life…before I worked in Product I worked in a variety of different roles, including things such as sponsorship sales, project management, and as an editor for a technical book publisher. Another great head of product I worked with was previously a solicitor”. Joe Tarragano, Chief Product Officer at Evri answered that very few people begin their careers within Product Management, but the behaviours, mindset and an ability to learn will help someone transition. He said “Product folks have a broad remit and a wide perspective and set of skills, so if someone comes with some background in any of ‘desirability, viability or feasibility’ that can help, but it’s much more about how they approach the role.” Another Senior Product Manager we spoke with had a background in data and analytics, UX, marketing and ecommerce. They said it can be difficult to find an entry point, but highlighting where your current role overlaps with the product function and demonstrates that you have transferable skills should make it easier. So moving from another industry isn’t the issue, but core characteristics does someone need to begin their Product Manager career? Skills, Behaviours and Experience Coming from a pathway overlapping with Product Management, would make it easier for hiring manager’s to consider your application, but there are also certain Skills and Behaviours that can really make your application stand out. Nick states the mindset is key to moving into product management with 4 key traits: 1. Having a genuine interest in customer perspectives and experiences 2. Understanding how businesses make money from addressing their customer’s needs 3. How the business improves addressing these needs 4. Exploring initiatives and approaches that drive excellence Adapting to an environment of constant learning, validation, and iteration means the job is never done and there is always room for further growth and development. A Product Manager should have a natural curiosity and willingness to learn, as every business has different requirement and problems to resolve. However one of the obstacles that needs to be overcome is changing your mindset. Working within an Agile environment and focussing on “outcomes over outputs” is what some professionals struggle to adapt to. Joe elaborates further on this point further stating, “It’s harder if they’ve spent years working in a waterfall way, in a risk averse, hierarchical environment”. People moving in to Product Management careers should be open to failing, know they don’t hold the answers, and are curious & experimental. Hiring managers are looking for intelligence, energy and curiosity as Product Management can be a demanding career path, but working within a challenging and constantly evolving career path is usually what has attracted someone to explore this career path. Entry Point When moving career into Product Management, it can sometimes mean taking a lateral move, or even starting within a more junior position. Senior will be expected to jump straight into the deep end, with little time to adapt. Before looking to move into the Product Management career path, all the professionals we spoke with recommended, building your knowledge and understanding of Product Management. Nick recommends doing research and reading to build an understanding of what Product Management involves. He suggests starting with Sprint by Jake Knapp to understand the ideation process and how product approaches can help solve key customer and business problems. The second book he recommends is Agile Product Management with SCRUM by Roman Pichler for a better understanding of the technical process, key roles, and ceremonies involved in Product development. Another Product Manager completed a Product Management course with General Assembly. Joe mentioned courses such as “MindTheProduct”, “Product Talk” and “Product That Counts”. He recommends people to read books about Product Management and listen to podcasts, but not to get hung up on theory. He says many professionals struggle to marry the “theory with the practical realities of how to get things done. So don’t be too evangelical & dogmatic and always stay pragmatic”. Summary There is a high demand for Product professionals now across all levels in the UK as businesses look to drive digital innovation, but it is a competitive career path to enter. Before embarking on this career journey, we would recommend looking at building a deep understanding of what Product Management is through reading books, listening to podcast and undertaking a qualification. Employers are looking for traits such as curiosity, adaptability, a continuous improvement mindset and more. It is easier moving in a more junior product position and work your way up, as the role (and mindset) are different from other business units that approach projects with a simple Success or Failure. Looking to start or progress further within your Product Management career? You can register with us here and speak with one of our Recruitment Consultants who can offer free advice on how to improve your CV and help in your job search. Looking to hire for your Product Team? You can find out more about our services in this area on our Product Management Recruitment page or contact us here to discuss your hiring needs.

Introduction Candidate Experiences: The Common Pain Points Experts Communication and Transparency Talent Pools and Long-Term Relationships Addressing AI Challenges Tips for your search and navigating the market Feedback and Continuous Improvement Conclusion: Building a Better Recruitment Process Introduction In the competitive world of recruitment, both candidates and companies face significant challenges. While candidates often struggle with communication breakdowns, delayed feedback, overly demanding tasks and salary offers that can be construed as less than completive; companies grapple with identifying the right talent amid a sea of irrelevant applicants, candidates with poorly written CVs, less than professional approaches to interviews and a host of other issues.   I spoke with professionals who have been responsible for hiring at companies such as Dovetail Games and Casio, discussing issues they’ve faced and the strategies they’ve implemented to overcome challenges and create a more positive recruitment process.   Candidate Experiences: The Common Pain Points   I spoke with a number of candidates who’ve been through the recruitment process recently, all facing a number of common issues, but also some having great experiences.   Whilst many we have spoken with report feeling ghosted after initial interviews, dealing with inconsistent communication, or being asked to complete tasks that are overly demanding or irrelevant, one candidate told me about her frustration of being in a process for over 2 months. Having presented a task and then been ghosted by the recruiter, she’s frustrated as she liked the company and the role, but felt the process has been quite ‘stop start’ which has left her feeling fatigued.   On the other hand, another candidate shared the opposite experience, praising a company for its transparent and timely communication, which made the entire process more bearable, even when she didn’t get the job. She did secure a job elsewhere, and found the task to be a bit of a relief as it was a high level plan opposed to an exhaustive task.                   Another candidate also  told us of his positive experience in his job search, and how working with a recruiter actually help him realise more about his value and changed the trajectory of his career and helped him to not just secure a promotion but a step above. Although he was operating at a higher level, he didn’t fully appreciate his value in the market.   The final candidate we spoke to said they found job description poorly written and that people from other teams and department didn’t understand the difference between a specialist marketer and a generalist. She found that roles advertised in her area of expertise, usually come with expectations that she cover areas outside of her remit and that other professionals in her field should actually cover.   These experiences highlight a crucial point: candidates value clear communication, timely feedback, and transparency above all else. When these elements are missing, even the most promising job opportunity can become a source of stress and disillusionment.   Sam and Fiona: Different Industries, Similar Solutions   Sam at Casio and Fiona at Dovetail Games operate in different industries — consumer electronics and gaming, respectively — but they share a commitment to improving the candidate experience through thoughtful, candidate-centric strategies.   Communication and Transparency Both Sam and Fiona emphasise the importance of communication and transparency throughout the recruitment process. At Casio, Sam has implemented screening tools to manage the influx of applicants, ensuring that only the most relevant candidates move forward. This streamlines the process and allows the recruitment team to focus on meaningful interactions with candidates. Sam also prioritises clear communication at every stage, ensuring that candidates are never left in the dark about where they stand.   Similarly, Fiona at Dovetail Games is passionate about maintaining transparency and honesty with candidates. She ensures that all candidates, successful or not, receive meaningful feedback throughout the process to help candidates in their job search even if it is elsewhere. Fiona’s commitment to transparency extends to how she handles preboarding and onboarding, making sure that new hires feel supported and valued from the moment they accept an offer.   Talent Pools and Long-Term Relationships Another similarity between Sam and Fiona’s approaches is their focus on building and maintaining long-term relationships with candidates. Sam at Casio keeps a talent pool of candidates who may not have been the right fit for a particular role but showed great potential and a positive attitude. These candidates are often considered for future roles. Sam believes in the importance of meeting people in-person to ensure the right cultural and chemistry fit for the organisation. Although she noted this makes the process slightly longer, it’s integral to their hiring process.   Fiona takes a similar approach at Dovetail Games, where she values candidates who demonstrate a strong cultural fit, even if they aren’t selected for the role they initially applied for. She maintains contact with these candidates, often reapproaching them for other, more relevant opportunities in the future, especially if they’ve demonstrated a great attitude that aligns with the companies values.   Addressing AI Challenges Both are also acutely aware of the challenges specific to their industries presented by Artificial Intelligence. Sam has recognised the issues caused by AI-generated CVs and the need to sift through inflated skills or acronyms to sound relevant, ensuring that the focus remains on genuine skills and experience. For digital hires she wants to see some semblance of their personality on their CV, the value they offer in their current roles and who they are outside of work. Also for people applying to creative roles, have an up to date portfolio! Fiona also noted seeing a rise AI written CVs, as people try to make themselves relevant for a role they’re not right for. Often, she notes, the CV is poorly written and doesn’t always make sense, and these candidates will struggle during conversations where they lack experience and knowledge for the role. Dovetail Games also include screening questions as part of their process to understand how people portray themselves, and it’s this area where Fiona AI can be a useful tool for applicants with protected characteristics or may be neurodiverse. This can allow people to tweak their responses, but should be a rounding of their response and not purely written by AI.     Tips for your search and navigating the market Sam stresses people need to show their softer skills when interviewing, how do you communicate with others, do you keep up with the latest industry trends? How do you communicate this? As the labour market is tight and competitive at the moment, people need to find the best way to articulate themselves and reflect this in their interviews. They need to be authentic to who they are and not try to pretend to be what they imagine the team/company is looking for.   Fiona, on the other hand, has noted the impact of COVID-19 on the gaming industry, where rapid hiring and salary inflation have led to a challenging job market for mid-level professionals. She also points out that many younger candidates, who entered the workforce during the pandemic, may need to adapt to new ways of working and have to stand out in a crowded and competitive market. Fiona encourages these candidates to go back to basics—networking, crafting standout CVs, and thoroughly preparing for interviews – to secure the right next opportunity.   Feedback and Continuous Improvement Both Sam and Fiona are committed to providing detailed, constructive feedback to candidates, seeing it as a vital part of the recruitment process. At Casio, Sam ensures that feedback is factual and actionable, helping candidates understand what went well and what could be improved for future opportunities. Fiona is equally dedicated to this principle at Dovetail Games, where she actively seeks feedback from new hires to continually refine and improve the recruitment process.   Conclusion: Building a Better Recruitment Process   The experiences shared by candidates, along with the strategies implemented by Sam at Casio and Fiona at Dovetail Games, provide valuable insights into what can work in recruitment to create better candidate experiences. Clear communication, transparency, and a commitment to long-term relationships are key elements that both companies have successfully integrated into their processes.   For companies looking to enhance their recruitment strategies, Solis can work with businesses to improve their hiring processes and secure top talent, but also be trusted to ensure the process is respectful and engaging for candidates.   In today’s competitive job market, partnering with Solis can be a game-changer, allowing companies to attract top talent whilst ensuring your business retains a positive reputation as a potential employer. This holistic approach to recruitment is what ultimately leads to better hires, stronger teams, and long-term success. You can find out more about areas we recruit following here . Looking to hire for your team?   Submit a brief here Looking to register as a candidate?   Click here Still have questions and want to find out more about how Solis can supoort you in improving hiring with better candidate experience strategies ? Click below to request a call back.

Recruiting for Strategists can be difficult, rarely is it as simple as posting an advert and finding the right person who has worked on the right projects, for the right business with the right clients with all the information clearly listed on their CV. It usually requires a conversation to really understand what projects someone has worked on to find the right alignment.   But Strategists roles attract talented professionals from a variety backgrounds, the work is interesting and fulfilling and we find a number of professionals reach out to us who are keen to build their careers in this area, but don’t match the brief provided to us for our search.   So we spoke with a number of professionals to find out how they started their strategy career, what they feel are the fundamental competencies a strategist should possess and their recommendations for anyone looking to build their career in strategy. Ally Waring , Strategy Director, BBH Daniel Deeks-Osburn , Head of Strategy, Mischief Tom Langan,  Strategy Director, The&Partnership Charlie Elliot , Freelance Strategy Director Charlotte Mulley , Head of Strategy, MullenLowe London Alastair Green , Chief Strategy Officer, Accenture Song Conclusion   Ally Waring , Strategy Director, BBH   Ally kickstarted her career working as an international journalist in areas such as Russia and Colombia. Upon returning to London, Ally completed internships covering Account Management and Strategy, including at VCCP where she took part in the Ad School bootcamp which provided her with hands-on experience in writing strategies and applying business use cases.   Although she began her advertising career as an Account Executive, she soon moved into a hybrid Account Management and Strategist role before joining another business within a pure strategy position.   This experience gave her lots of exposure to Below-The-Line (BTL) campaigns working on a range of different projects. Since then, she has worked at a range of different agencies, some focused on Above-The-Line (ATL) and more recently working on a range of integrated campaigns.   As well as working as a Strategist, she is a University Lecturer on Advertising and plays an integral role in helping junior professionals to start their careers within strategy.   Core Competencies for a Career in Strategy Humility : Know why you want to enter strategy and at what level you operate. Explore early talent programs to build foundational skills and knowledge or explore working in SMEs where you are exposed to more and understand marketing in business planning. Curiosity : Ask questions and delve deeper to understand business challenges and how marketing can resolve them. Critical thinking : Analyze facts to create an unbiased opinion. Openness to learning : Constantly learn and take on new ideas. Find the link between Theory and Practice : Understand how conceptual thinking is applied in the real world and assess its success.   When it comes to strategy, Ally emphasizes asking critical questions. Whether you are sitting on the tube train or a bus, look around at the adverts and consider: “Who is the audience?” “What is the problem?” “How are they addressing the problem?”   These questions help formulate opinions, build critical thinking, and develop a passion for the industry. She also recommends taking pictures of campaigns and beginning to analyse them critically. These are talking points in interviews that demonstrate both your passion and knowledge of the industry and show how you stay up to date with industry trends.   Ally is open to hiring different types of strategists. The key is their ability to demonstrate or acknowledge how their lateral experience aligns with the role. Personalizing their application through a tailored portfolio can be advantageous, but she really wants to see their passion and knowledge of the industry.   Ally also recommends anyone looking to start a career in Strategy to explore platforms like group-think.co.uk , a community for strategists. It allows people to build foundational knowledge, facilitate discussions on various strategic approaches, network, and access free training sessions on topics such as pitch writing, approaching strategy, and more.   Daniel Deeks-Osburn , Head of Strategy, Mischief   Daniel kickstarted his career in journalism in NYC. He initially came to the UK for 6 months but ended up staying on, studying an MA when the economy hit the ropes in 2008.   Initially he thought to pursue a career in the publishing and media industry, as it was naturally aligned to his journalism experience. During this time Apple launched the iPad and Daniel noted how screens were changing people's behaviours and reading habits were evolving. At this time, he was encouraged to explore opportunities with Advertising Agencies, which hadn’t been on his radar prior.   He worked at Grey during a creative renaissance. As a new business exec, he had exposure to the leadership. In his own words, his only useful new business skill was compiling and writing case studies, which exposed him to strategists and set his sights on joining them.   Although he wanted to actively pursue a career in strategy, it wasn’t as simple as applying and moving across. Daniel actively began to socialise more with strategists, understand how they communicated, what drove them and built an understanding of what made a good strategist.   Daniel eventually secured his first strategy role just over 10 years ago and has since built his career working for different Advertising, Branding, Creative and PR Agencies, and in order to make his move he needed to build the foundational knowledge to get his foot on the ladder, then embrace a range of challenges to allow him to develop a wide and varied skillset.   Fundamental Skills of a Strategist Daniel emphasises several core skills essential for a successful strategist:   Analytical Thinking:  The ability to dissect information and derive insights is crucial. Communication: Clear and persuasive communication, both written and verbal, is key. Creativity: Innovative thinking helps in developing unique strategies. Research Proficiency:  Being adept at gathering and interpreting data from various sources. Collaboration: Working well with diverse teams to bring ideas to fruition.   “Strategy is not about selling in a diagram; it’s about solving a problem.”  Daniel feels at times people may have the wrong perception of what a strategist does or how to actually approach strategy.   When hiring for a strategist he is looking for someone who listens to the challenges a client faces and really understands the core problem, compose their thoughts and present them in a compelling way.   “You can train skills, but you can’t train taste.” People’s tastes differ, but in order to be a good strategist you need to have an opinion that you can articulate to others with influence, even if it may be contradictory. It also needs a well-reasoned take.   If someone from an in-house role who is looking to move into strategy, Daniel advises they should show a holistic view of understanding a business’s challenge and how they helped to resolve them. They should reflect on their process of identify problems, how they went about resolving them and what was the outcomes, not only in resolving the issue but the overall impact this had for the business in other areas too.   From people from Account Management roles, Daniel advises that they need to demonstrate how they help client resolve issues and challenges, not just getting work signed off, their approach to strategy and beneficial outcomes they’ve delivered to clients.   If a Media strategists wanted to move in to Brand strategy, they can contribute to campaign effectiveness and planning, but they must demonstrate they can work at the front end of a campaign with a creative idea.   Anyone considering moving in to strategy should have the ability to work with research teams, brief them, and delve deeper into findings.   When evaluating individuals aiming to build a career in strategy, Daniel looks for: Curiosity: A natural inclination to ask questions and seek deeper understanding. At times this can be to challenge preconceived notions or even what clients have presented. Resilience: The ability to handle setbacks and stay motivated. Adaptability: Being flexible and open to change in a dynamic environment. Empathy: Understanding and considering different perspectives. Strategic Vision:  The capability to see the bigger picture and long-term goals.   Daniel is open to hiring people from other areas or industries, as they can bring dynamic and effective ideas from another perspective, but they need to demonstrate the right aptitude and inclination to work in this area.   Tom Langan, Strategy Director, The&Partnership Tom fell into strategy, growing up in the world of social media and content marketing. Starting as the youngest member of his team, he was given ownership of social media, handling operations, creative output, and new business. This role made him a generalist by nature, involving creativity, strategy, research, design, copywriting, and community management. Tom's broader outlook and holistic view have helped him excel as a strategist.   Tom's approach is driven by natural curiosity rather than a scientific method. He believes, as Mark Pollard describes, that a strategist is someone with an informed opinion on how to win. The key is to understand how this opinion is informed and why it matters, and to articulate this convincingly. Tom emphasizes the importance of cutting through the noise to find ideas that stand out and excite clients. Fundamental Skills of a Strategist Natural Curiosity : At the heart of being a strategist is a deep-seated curiosity about the world and how things work. This drives the quest for informed opinions and innovative solutions. Holistic Perspective : A good strategist must have a broad outlook, capable of seeing the bigger picture and integrating various elements seamlessly. Storytelling Ability : Crafting compelling stories that draw people in is essential, particularly in social media, where consumer control over content is high. Communication Skills : Being able to articulate ideas convincingly and get clients excited about those ideas is key. This involves selling the idea and its value effectively. Critical Thinking : Strategists need to be the smartest in the room—bright, ambitious, and driven to change the status quo, not just follow it.   For someone looking to move into Strategy, Tom wants to see a unique personal profile that showcases original thinking and highlights natural curiosity about the industry and broader world. He looks for candidates with a unique perspective and varied viewpoints rather than those with a narrow focus.   It's crucial to embrace natural curiosity, as the role is less about finding the correct answer and more about discovering the brilliant one.   A Strategist should develop a broad outlook and holistic view that will enable you to see the bigger picture and connect various elements of a campaign, so try to build diverse experiences and viewpoints that will enrich your strategic thinking, providing a wider array of perspectives to draw from. Additionally, being able to articulate why your opinion matters and getting clients excited about your ideas is essential. This ability to sell your ideas convincingly can set you apart and make your strategies more impactful.   Navigating the noise to find ideas that stand out is another key skill. With so much information available, a good strategist must be able to sift through the clutter to identify valuable insights. Being ambitious and curious can drive you to push boundaries and continuously improve.   Finally, being self-aware of your knowledge gaps and striving to understand broader challenges will help you grow and adapt in the ever-evolving field of strategy.   Tom is open to considering people moving across from other areas. Although he sees a divide between Media and Creative strategy, he feels the gap is narrowing and the future will require more holistic strategists.   Throughout his own career he constantly took on additional responsibilities, and tried to learn more, taking a leap into the unknown at times and feels this has given the rounded experience to take on broader roles now.   He looks for people who are aware of the gaps in their experience, but work towards overcoming this. He wants to see people who are ambitious in their approach, and want to have an effect or the wider world or society. His own ambition is to overhear people speaking about one of his campaigns in a pub, knowing that his work has transcended the marketing world, and feels people similar ambitions will want to push boundaries are who he would look for. The types of people with the ambition to work on exceptional campaigns. Charlie Elliot , Freelance Strategy Director   Charlie began her career in strategy over 13 years ago as a Social Media and Community Manager at a media agency. Her role involved filming, editing video production, and event management, providing her with a comprehensive understanding of various roles and teams. As she worked closely with TV and radio partnerships, she gained valuable insights into advertising, including early programmatic buying and ad placements.   At a time when Instagram became available on Android and blogging surged in popularity, Charlie initiated the first influencer campaigns at her employer. The success of these campaigns led to her secondment to the Australian office to continue pioneering influencer campaigns as a new service offering.   Since then, she has worked in-house for advertising, influencer, and PR agencies, as well as a publisher. She’s built teams, managed P&Ls, and worked on a variety of projects.   She also took time to complete a marketing diploma and continued to learn and develop throughout her career.   Fundamental Skills of a Strategist Platform Knowledge : A strong understanding of different platforms, their uses, capabilities, and how they fit into the broader media landscape. Insight vs. Observation : The ability to distinguish between mere observations and actionable insights is crucial for developing effective strategies. Objectives and KPIs : Clear understanding of client objectives and key performance indicators to guide creative and strategic direction. Inquisitive Nature : The ability to dissect briefs, ask probing questions, and serve as a bridge between objectives and creative execution. Curiosity and Openness : A keen interest in algorithms, trends, and inspiration from diverse sources beyond one's immediate areas of interest.   Charlie values diverse experiences and backgrounds in potential strategists. Junior strategists need time to develop through coaching and practical application. She believes in hiring individuals who have started their careers in various roles such as community managers or ad account executives, as they bring unique perspectives and valuable skills to the strategy team.   To build a successful career in strategy, Charlie emphasizes the importance of developing a broad skill set. Gaining experience in various roles within media, PR, advertising, and influencer strategy is essential to understanding the full scope of strategic work. This varied experience not only provides a comprehensive view of the industry but also equips aspiring strategists with the necessary tools to adapt to different challenges and opportunities that may arise.   “Start with your gut instinct – then spin off in a weird direction then bring it back and prove it.”   Curiosity is another crucial trait for aspiring strategists. Always ask questions, seek new insights, and be open to inspiration from different sources. This constant quest for knowledge and understanding allows strategists to stay ahead of industry trends and develop innovative solutions that can set their campaigns apart.   Learn the difference between an observation and insight. Charlie gives the great example: “Ladies' handbags have got bigger over the past 20 years.” This is an observation. “As mobile phones have got bigger and ladies' pockets have remained the same, handbags have to get bigger.” This is an insight. Show the rationale behind your thoughts.   Also, show you know how to connect with audiences and question what impacts the behaviour of audiences and customers.   For social media-focused roles, an understanding of different social media platforms and their unique capabilities is vital for effectively leveraging them in campaigns. Each platform offers distinct features and reaches different audiences, so knowing how to use these platforms to their fullest potential can greatly impact the success of a strategy. This knowledge enables strategists to craft tailored approaches that resonate with specific target audiences.   Finally, Charlie believes in embracing diverse experiences and perspectives within a strategy team. Diverse backgrounds bring unique viewpoints and ideas, fostering a creative and innovative environment. This inclusivity not only enhances the quality of strategic planning but also ensures that strategies are well-rounded and consider multiple facets of the market and audience. Embracing this diversity and allowing for inspiration from multiple areas can lead to more dynamic and successful strategies, making it a critical takeaway for anyone looking to build a career in strategy.   Charlotte Mulley , Head of Strategy, MullenLowe London   Charlotte's journey into strategy began in account management at Iris, where it was a startup environment where everyone wore multiple hats, giving her an introduction to strategy and the role of a strategist. As the accounts grew, she gained exposure to more areas and began to learn more about the role of Planners in advertising agencies. She actively decided to pursue a career in this area.   She moved across to TBWA, taking a step down into a planner role to deepen her understanding of what a strategist does, how to really understand brand challenges, and create strategic frameworks to support clients in solving problems.   Since then, she has worked in a broad range of agencies of different sizes and with different focuses. This diverse background has given her a holistic view of strategy and its application across various domains.   Core Competencies for a Career in Strategy Big Thinking and Problem Solving : A strategist needs a foundation of big thinking to tackle brand challenges and develop comprehensive solutions. This involves understanding the broader context of the brand and its market environment and being able to devise strategies that address complex issues. Adaptability and Application : The ability to apply strategic thinking in a nimble and flexible way across different agencies and contexts is crucial. Strategists must adapt their approach based on the unique needs of each situation and be able to leverage their experience in various domains such as content strategy, brand strategy, and integrated campaigns. Curiosity and Continuous Learning : Being inherently curious about culture, brands, and people is essential. A good strategist is always learning, reading, and thinking critically. This continuous pursuit of knowledge helps them stay inspired and turn insights into actionable ideas. Effective Communication and Clarity of Thought : Strategists must be able to communicate their ideas clearly and effectively. This includes writing well, structuring presentations, and articulating thoughts in a way that is easy for others to understand. Clarity of thought is key to conveying strategic concepts convincingly. Empathy and Relationship Building : Understanding and empathizing with the audience, clients, and creative teams is fundamental. Building strong relationships, earning trust, and adding value to collaborations are vital for successful strategy implementation. A strategist must work well with others, integrating different perspectives to achieve the best outcomes.   Charlotte believes that gaining diverse experiences is invaluable. She notes that some agencies are "open church," meaning they embrace people from various backgrounds, nurturing them into brilliant thinkers. However, other, typically more traditional, agencies might struggle with this adaptability.   A strategist should love to read and learn about an array of subjects and excel in communication both in writing and presenting ideas. Clear articulation of thoughts and structured presentations are vital skills. Moreover, balancing analytical thinking with creativity is essential. Successful strategists can integrate left-brain analytical skills with right-brain creativity to develop and communicate innovative ideas. Charlotte stresses that although being literate is integral to the role of a strategist, possessing a degree isn’t.   Aspiring strategists should look for opportunities to work in environments where they can wear multiple hats and gain a broad understanding of different aspects of the business. Embrace a squiggly career and try things rather than focusing on a corporate ladder. Charlotte's journey began as an Account Manager, which sparked her interest in strategy and planning.   “Be empathetic.” Strategists must be curious about culture, brands, and people. This curiosity drives the ability to understand and empathize with the target audience, which is crucial for developing effective strategies.   Charlotte is open to hiring strategists from various backgrounds, valuing the unique perspectives they bring. She believes in developing juniors through coaching and practical experience. Self-starters who demonstrate their passion through projects are particularly appealing to her, and anyone aspiring to become a strategist should look to build a strong network. She highlights the importance of apprenticeships and junior roles as effective entry routes into the strategy domain.   “What makes a strategist unique or someone the perfect fit for strategy is to be able to bring together critical and conceptual thinking to create strategies that are built from truth but exist in the art of the possible.”   Charlotte’s journey underscores the importance of curiosity, holistic thinking, effective communication, and diverse experiences in building a successful career in strategy. By embracing these principles, professionals can navigate the path to strategy with confidence and purpose.   Alastair Green , Chief Strategy Officer, Accenture Song   Alistair Green's career journey is a testament to the value of diverse experiences and unconventional paths for building a career within strategy. Working as a Stylist before starting at BBH in 1999, he was an untraditional hire from the fashion world, brought in to work on Levi’s rebranding and product launches. His work on this flagship account not only won awards but also highlighted his knack for blending fashion insight with branding and advertising.   Whilst searching for his next move, Alistair disconnected with traditional ad agencies, and transitioned to the media side at Mindshare in 2009. Here, he embraced the birth of social media, focusing on building brands and audiences by understanding new behaviours on emerging platforms. His role extended beyond planning and buying to educating clients on media utilisation and best practices. This could also be considered an unconventional move at the time.   Seeking creativity, Alister moved to a luxury fashion agency, before joining Grey, returning to the creative agency space to work on fine fragrances.   After he Grey, he has consulted with multiple businesses ranging from agency, consultancies and in-house teams, working across industries but predominantly with more luxury brands.   Fundamental Skills of a Strategist Alistair Green emphasises five fundamental skills for strategists:   Curiosity  – Alistair has always been curious about people and culture, more than even products or brands. He was fascinated by what influenced and drove behaviours and why. To be a successful strategist you need to be curious about people. Left Brain and Right Brain Combination:  A strategist should be rational, analytical and logical, but it needs to be blended with creativity and Blue Sky thinking and doing things that haven’t been done before. To many strategists focus on the planning part, but the creative element is integral to the role.   “ It’s about finding something to say, then figuring out how to say it in an interesting way.”   Embracing Change: The human condition means we’re naturally adverse to change. However, when Alistair reflects on the level of change in the industry from when he began in 1999 to now in 2024, there has been a continuous flux, human cultures and behaviours have evolved beyond what he could’ve imagined. in 1999. Interested in the new or next generation: With trends and behaviours constantly changing, younger generations generally indicate the future of marketing, what channels are rising and how audiences are behaving. Spending time with younger people can be enriching, understanding their perspectives and why they see the world differently helps to build better plans going forward. Don’t take things personally:  As a strategist you put a lot of yourself into your work. Your ideas and concepts contain an element of yourself, so when it receives criticism or isn’t met with excitement or enthusiasm it can feel like a personal attack. “ Yes, there’s an audience, and yes there’s a brand, and yes this is how culture behaves, but even with all that research the strategy is ultimately based on your personal take of the factors ”. Be okay with your idea being rejected and find ways to improve it.   Alistair recommends anyone moving into strategy to find commonalities between what they’re currently doing with that of a strategist, and to make strengths out of weaknesses.  He has witnessed people from Account Management people making the move and doing extremely well, they knew how the businesses work, how the advertising industry works and what a strategist does within the agency. They leant into this aspect of their roles and built the right breadth of experience to move across.   “You need to demonstrate you have a strong enough strategic foundation to become a strategist, and the other skills can be learned on the job.”   Alistair was a stylist, and although he understood brands, branding, marketing and art direction, ultimately, he wasn’t an experience strategist. However, he was recommended for a Senior Planner role at a lauded agency, to work on a flagship account for a role he hadn’t done before. He took the time to really understand what planners and strategist do and during interviews he provided perspectives and answers to what he could do but didn’t present himself as knowing more than what he did. Being inauthentic can easily be spotted.   So, if you’re looking to move really understand what you do and where it overlaps with the role of a strategist.   He would still consider hiring from other areas as long as they could showcase they had enough of the right skills, experience and attributes to become a strategist. Yet they should have a self-awareness of what areas they’re lacking.   If you lack certain skills or experience, then it comes down to you to demonstrate that you have ability to move across. Find ways to compensate for the short-comings, improve your CV, create a portfolio, take a course – none of this guarantees you’ll get a strategy job but it evidences why you should be considered for a role. Take an interest in the industry, what brands are doing well and why. Form a view of the world, consider campaigns or different ways brands communicate and assess it through a strategic lens, what makes a strategy strong or weak, or why do some messages miss the mark and others don’t.   Alistair entered the industry without experience with no guarantees that he would succeed, and 25 years later he is working at the highest of levels across the world’s most enviable brands.   Conclusion Embarking on a career in strategy or transitioning from another role can be a fulfilling journey if approached with the right mindset and skills. Each strategist's path shared here underscores the importance of curiosity, critical thinking, effective communication, and a broad, holistic view of the industry.   Curiosity and Continuous Learning : Embrace a mindset of constant learning and stay curious about various aspects of the industry and beyond. Adaptability and Diverse Experiences : Gain experience in different roles and be adaptable in applying your skills across various domains. Effective Communication and Empathy : Communicate your ideas clearly and effectively, and build strong relationships through empathy and understanding. Critical and Analytical Thinking : Develop the ability to think critically and analytically, distinguishing between observations and actionable insights. Left Brained & Right Brained:  To be embark on a successful career as a strategist, you require a creative spark to work in tangent with your analytical approach. Packaging disparate concepts together to create a cohesive message that will resonate with audiences.   For those looking to break into strategy, leveraging internships, entry-level roles, and specialised training programs can provide a strong foundation. Additionally, building a unique personal profile and a broad skill set will help you stand out. Engage with professional communities, network with industry professionals, and continuously seek opportunities for growth and development.   By following these guidelines and drawing inspiration from experienced strategists, you can successfully navigate your career in strategy, making a meaningful impact on the industry and the clients you serve.     Here at Solis we work with Strategist of all levels, and have experience partnering with branding, digital, creative and integrated agencies. Find out more about how we support agencies hiring top professionals here .   If you’re looking for your next step as a Strategist you can register with us via this link here .   If you’re looking to hire your next Strategist, you can contact us via this link here .