One of the funniest things I saw on Twitter over the weekend was #boomeradvice. Things that people had been told by the baby boomer generation based on their experience that are now ridiculously out of touch. All linked to the growth of the #okboomer memes that are doing the rounds.
To be fair, some of them I agreed with, but that’s probably more a reflection of me getting old, but some of the advice on there with regards to jobs and the workplace are clearly from another time.
‘You’ll never get a job looking like that’
‘You can’t work from home and expect to make money’
‘Your job isn’t a real job, here’s a civil service listing.’
‘Don’t spend so much time on the computer, that’s not going to lead to a real career’
Things have certainly changed. From the idea of post-war job security, a ‘job for life’, we have moved all the way to the gig economy, where the traditional rules on being an employee have changed completely.
As the working world evolves, it is becoming increasingly difficult to keep up with the pace of change, particularly for those of who have been in the work force for the last twenty odd years. Starting a career under the boomer rules and then having to adapt to the change. I remember the rule of thumb being to stay somewhere for two years, make your mark and move on. I have been with my last two employers for 5 and then 6 years respectively, albeit in a number of different roles, so I suppose I have been an anomaly to the increase in job insecurity.
Aside from the true gig economy and the also the rise of zero hour contracts, there has also been changes at the more senior end of the workforce, in particular the part time director.
While there have been non-exec directors since before boomer times, in recent years there has been an increase in directors in executive positions. The portfolio director. Mostly FDs at the moment but there is definitely an opportunity for the part time Marketing Director.
But who needs a part time Marketing Director? There are so many small to midsize businesses who would get so much benefit from having a person with all that marketing and management experience but can’t necessarily justify what can be a hefty salary. They need someone who can come in, make the required changes and only pay them for the time they are there. Pay them for the value they can add to the business from their breadth of experience and ask them to provide the guidance for the rest of the team to deliver
So what type of companies would they be? Broadly speaking it’s those companies who have insufficient marketing resource in terms of experience, expertise or decision making capability to achieve their objectives.
Companies and brands with a lower turnover. There’s no hard and fast rule on turnover but I would say anything between £2 and £30m but that can very much depend on the sector and nature of the business.
Companies who are experiencing the following…
A lack of clear marketing strategy and activity, coupled with a lack of tactical responsiveness and ROI awareness.
A lack of an experienced decision maker to manage direction and no one to manage, lead, mentor or develop its people.
Companies who have great ambition but maybe lack the skills to make that happen.
Companies who have one or more agencies managing their marketing function, agencies who are too dominant, badly managed or following their own agenda rather then yours. (That isn’t an anti-agency thing either, agencies are great, but sometimes they need to be managed differently to get the best return for both parties)
A part time marketing director can address these issues. Create the plan, set the agenda, address the issues. That might be one or two days a week, it might be far less. It very much depends on the needs of that business.
If you recognise any of these issues or are interested in finding out about more, then give me a call and see if you can adapt to the modern way of working!