When it comes to senior marketing appointments, businesses often look internally first and understandably so. An existing employee already knows the business, understands the culture and has built relationships across the organisation. But new research suggests that businesses are increasingly looking beyond their existing teams when making senior marketing appointments.
According to research from Pearlfinders, 70% of senior marketing moves in the UK over the past year were external hires. So why are businesses looking outside their own organisation? Sometimes, the skills you need aren’t already in the business. As businesses grow, their marketing requirements change. A company that once needed a strong generalist may now need someone with experience leading a larger team, entering new markets, repositioning a brand or driving significant commercial growth. The person who was right for the business two or three years ago may not necessarily have the experience needed for its next stage. That doesn’t diminish their contribution. It simply reflects the fact that businesses evolve. An external hire can bring a different perspective, new experience and skills that may not currently exist within the team.
The best candidates aren’t always looking.
There is another reason external recruitment can be valuable; some of the strongest marketing professionals aren’t actively looking for their next role. They’re already performing well, progressing in their careers and aren’t necessarily checking job boards or responding to advertised vacancies. They may, however, be open to the right conversation. That could be a larger remit, a more ambitious business, the opportunity to build a team or simply a role that offers something their current position doesn’t. This is where headhunting can make a real difference. Rather than waiting for applications, a proactive search identifies people who have the experience and potential to make a difference, whether they’re actively looking or not.
Experience matters, but context matters too.
Hiring for a senior marketing position isn’t simply about finding someone with an impressive CV. It’s about understanding the business and what the role needs to achieve. Someone might have successfully led marketing for a large organisation, but that doesn’t necessarily mean they’ll thrive in a smaller, entrepreneurial business. Equally, someone from a smaller business may have exactly the commercial mindset and breadth of experience needed to make an impact in a growing organisation. The right hire needs to fit the business, culture, ambitions and stage of growth. That’s why a good search starts with understanding the organisation before looking for the individual.
Internal or external? It doesn’t have to be either/or.
An external appointment shouldn’t mean overlooking the talent you already have. Internal candidates can offer huge value and, in some cases, will be the obvious choice. But businesses shouldn’t limit themselves to the talent they already know. Looking externally creates a wider view of the market and allows you to benchmark your internal talent against the experience and capabilities available elsewhere. Ultimately, the question isn’t whether you should hire internally or externally. It’s: Who is the person best placed to take the business forward? Sometimes, that’s someone already within the organisation. Sometimes, it’s someone you haven’t met yet. And those are often the people worth searching for.
We take a proactive approach to finding exceptional marketing talent, identifying and engaging with people who may not be actively looking but could be the right fit for a particular business. For us, recruitment isn’t about finding someone who can simply do the job. It’s about finding someone who fits the business, culture and long-term goals. If you’re considering a senior marketing appointment, we’d be happy to have a conversation about the market and the talent available.
