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BEST PRACTICE: Finding the right route for recruitment

B2B is often seen as the poor relation when it comes to attracting high quality marketers. Some B2B marketers don't see themselves as anything else but many look to move to B2C. Anita Baglee, director of Blue Skies Marketing Recruitment, explains, “Many marketers perceive B2C as the more glamorous side of marketing, and as having more scope than B2B. There is also a perception that B2B focuses more on below-the-line activities and is more compartmentalised – in other words, that it's rarer to move between sectors.”

  Carl FreeloveMarketers rarely move from B2C to B2B, so the pool of B2B marketers is constantly being depleted. The shortage means that it's an applicant's market and good candidates can pick and choose from several job offers. As Carl Freelove, marketing manager at Big Fish Recruitment, says, “We've seen more marketing candidates registering week by week and many agencies and blue chips still urgently seeking new marketing talent.”