Next generation of marketers want job security over ‘cutting-edge’ brand experience

The next generation of marketers are more likely to want to work at a multinational or established British firm than at an innovative startup, according to new research.

The study, conducted by the Chartered Institute of Marketing (CIM), finds 64% of those aged 17 to 19 who left school or college in the past six months and are interested in a career in marketing would prefer to work for a multinational (36%) or an established British firm (28%). Just 11% of those questioned say they would choose to work for an innovative startup, 12% for a small business and 6% for a charity or social enterprise.

Meanwhile, 60% say it is very or extremely important to work in a business that is successful, compared to 35% who say it is important to work in a business that is at the “cutting edge” of its industry and 28% who want to work for a prestigious brand.


Chris Daly, CIM’s CEO, says: “This research sends an important message to businesses and marketing departments looking to attract the next generation of talent. In the current economic climate, young people are prioritising job security in big established firms.

“These young people have grown up during an extended economic downturn, so it may be that the stability and job security of large successful firms is what appeals to them most.”

The respondents also favour a high salary (44%) over a career that helps people (33%). However, 41% would rather work for an organisation that contributes to society, with only 16% seeing this as unimportant.

Just 13% are optimistic about getting a job they really value though, with a third (36%) fairly or very pessimistic about their prospects. Nearly half (48%) would compromise on getting a company car if it meant landing their dream job, but just 39% would be prepared to work weekends and just 18% to give up a company pension.


Among the 500 young people surveyed, four in 10 would consider a job in marketing but the majority (72%) do not think a degree in marketing is necessary. Instead, 21% would look for a trainee marketing job and 20% for a marketing apprenticeship, while 14% think a specific marketing qualification is the best route into the industry.

Overall, young women (45%) are more likely to want to work in marketing than men (34%). And those not going to university are more likely (44%) to consider a job than those going to university (38%).


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