Hiring in Marketing for Professional Services

For new or small professional services organizations—think doctors’ offices, accounting companies, and law firms—figuring out how to weigh or increase advertising ventures can be a big problem. How many people and resources should you devote to it? What are the important traits for a marketing manager? As usual, there are no quick wide-spread solutions to marketing for professional services; just guidelines.

How big should my marketing team be?

Always hire personnel based on the best use of resources, not the overall size of your firm. The number of people you hire, their experience, and salary, depends on what you hope to get from the department. Scale your marketing team size by goals and initiatives, not total staff. No matter your size, if you’re going to spend good money on marketing, try for at least one full-time employee.

How much should I budget for a specialist?

Especially in the professional services sector, plan on relatively high pay for marketing staff. Many small firms struggle to find hires willing to deal with, say, a one-man team or state bar advertising rules. Therefore, compensation offers must be more appealing than those of other offices with established and organized marketing teams. Still, salary will depend on the employee’s education, experience, and time commitment.

A marketing professional's workspace.

What skills show promise in marketing for professional services?

An employee with experience in an accounting firm will have an advantage in understanding and marketing that service. Written communication and relationship-building are must-haves. In such referral-based fields, traits such as extroversion and empathy are valuable– especially if you don’t have a business developer of some sort sharing the outreach work. Depending on the size and structure of your company, either teamwork or independence may be essential for the job; social media or event planning skills may rank high on your list of needs as well. Finally, remember the general skills that make a good employee: accountability, attention to detail, and fit within the workplace.


Marketing jobs can be hard to hire for, especially in smaller professional services firms with shared responsibilities among staff. If the task falls to you, be prepared to weigh these industry-specific considerations. Ultimately, however, the best marketing candidate depends on the specific needs of the office.

Hire and Retain Millennials: Cater to their Career Motives

Like it or not, millennials are flooding the job market with strong resumes and great experience. The perfect candidate from this demographic is easier than ever to find—yet harder to sign and retain. A Gallup poll  from 2016 showed millennials are 10% more likely than the older generation to seek another job. This dissatisfaction may be worsened by the disparity between what young people want and what managers think they want. If you want to hire and retain millennials, you need to know what really motivates them– even if it’s as simple as examining their responses to  “why do you want to work here?

Millennial Mentorship

A millennial woman searches for jobs on her computer.One of the biggest misconceptions concerns mentorship opportunities: 26% of millennials named it their top priority in the job search, yet recruiters estimated that only half of one percent would. Acknowledging and marketing to this desire can increase a millennial’s willingness to accept and maintain a job position. A fix as simple as highlighting employee guidance programs during interviews can make a job much more appealing. Even creating a new mentorship system altogether represents a cheaper alternative to improving the other underestimated priority for millennials: compensation.

MotivationA millennial man engages in community service and advocacy.

A whopping 71% of millennials lack engagement in the workplace- a value that recruiters underestimated by 25 percent. Think interest affects productivity more than retention? Think again. According to the Harvard Business Review, active disengagement among millennials almost tripled their odds of quitting within the year. Provide current and potential employees with a greater sense of purpose by taking on the occasional pro-bono client or organizing weekend volunteering opportunities. These measures will improve your ability to hire and retain millennials– not to mention your PR.

If this generation’s job-hopping habits and different priorities have you reconsidering your young recruits, remember this: they also place a relatively low value on work-life balance. Given an engaging job with the right resources, they can make dedicated and successful team members. If many of your best candidates are millennials, it might be time to refurbish your hiring process and workplace programs.