From layoffs and the growing adoption of return-to-office (RTO) policies, to the increased popularity of AI, marketing leaders and professionals have been forced to adapt to significant change in 2023. Not only have these trends dramatically impacted the way marketers work, but they highlight the clear need for a strategic approach to hiring in 2024.
The results of research from Fiverr Pro, Fiverr’s end-to-end solution for medium to large businesses seeking top professional talent, explore the impacts of these trends and reveal a roadmap for success that marketers should take into consideration as they develop their 2024 strategies.
Skills gaps caused by mass layoffs
During the economic uncertainty of 2022 and 2023, a staggering 85% of marketing leaders conducted layoffs, impacting essential roles and losing vital skills.
To address these gaps in skills and expertise, marketers are relying more on freelance talent than ever before. Today, 45% of marketing teams include freelancers, with 54% of teams adding more in 2023 than in previous years.
From primarily using freelancers to support full-time employees (63%) and support specific projects (57%) to benefiting from new skills brought in by these individuals (56%), marketers have no issue leveraging the agility and flexibility of a freelance workforce. Thus, 74% of full-time and part-time employees say they felt supported by the freelancers their companies brought in last year, demonstrating that freelance talent is a solution that benefits all in a time of dramatic change.
The impact of RTO policies
Meanwhile, the remnants of the pandemic are still present, as organizations continue to explore hybrid, remote and RTO strategies. Fiverr Pro’s data shows that 95% of marketing leaders have implemented RTO policies, with 85% supporting them and 65% reporting net positive employee responses.
However, a disconnect remains. Despite marketing leaders thinking the response to their RTO policies has been positive, 61% of marketing professionals are actively exploring freelance opportunities because of their current employer’s RTO policy.
RTO policies are also affecting hiring. Fiverr Pro found that 53% of marketing professionals would not consider applying for a job if it required them to be in the office full-time or even part-time.
Enter the AI revolution
Despite AI’s popularity, it’s not as simple to integrate into a business. In fact, Fiverr Pro found that nearly 70% of marketing leaders find it challenging to seamlessly integrate AI into their workforce and workflows.
While AI holds tremendous potential for businesses, the complexities of implementation pose major challenges. To succeed, marketers must educate themselves and invest in the right AI tools to reap the benefits of the technology’s full capabilities in marketing operations. That said, although it may seem daunting, there are freelance AI experts readily available to help ease the transition into the world of AI.
Craft a strategy for success
The trends from 2023 serve as a pathway for marketing professionals as they plan for 2024. Based on these learnings, here are some insights to help marketers strategize for the upcoming year:
Embrace freelance talent: A volatile job market has shifted the way marketers view their careers. With 80% of marketing leaders aware of professionals who have transitioned to freelance work as a result of layoffs or RTO policies, it’s clear that hiring freelance talent has become an increasingly attractive option for marketers. Freelancers can quickly fill skill gaps, provide specialized expertise and offer the flexibility needed to adapt to changing market conditions. This could result in the future of marketing looking like a hybrid workforce that blends full-time and freelance workers cooperating seamlessly to drive business goals and growth.
Communicate openly with employees: The disconnect between marketing leaders and their teams regarding RTO policies is a cause for concern. To bridge this gap, organizations must prioritize communication, flexibility and empathy. Understanding employees’ needs and concerns while balancing the demands of a dynamic market is crucial for retaining top talent.
Leverage AI wisely: While it may be a challenge to implement AI, it’s a journey worth taking. Marketers should explore bringing in freelancers with AI expertise, invest in user-friendly AI tools and cultivate a data-driven mindset within their teams. By investing in the right AI resources, marketers will be empowered to harness the potential of AI and foster growth, innovation and success through new means.
The trends of 2023 have reshaped the marketing industry, presenting both challenges and opportunities. As marketers prepare for 2024, they must adapt, innovate and transform their practices or risk being obsolete in an age of endless opportunity. Embracing freelance talent, fostering better communication and leveraging AI are the keys to success in this rapidly evolving space—allowing marketers to navigate the road ahead with confidence.
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Maya Roisman leads Fiverr’s focus on the growing SMB market for freelancers and their B2B efforts, from business strategy to managing go-to-market execution.
