SI Review: December 2012

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You Ask/We Answer

When Should I Hire a Marketing Exec?

Usually such executives are among the last to be added

Question: At what point in the development of my staffing firm should I hire a marketing exec?

Answer: Marketing execs are typically the last management hire for staffing firms. Among staffing firms that are 5 years old, only 20 percent typically have a marketing exec. Among those firms that are 10 years old, only 30 percent have one.

That’s the common practice, but it may not be the right one. On average staffing firms only spend about 0.6 percent of revenue on marketing, far less than in many other industries where several percent of revenue is the norm. Given the low name-brand recognition staffing firms typically have, more marketing might be a good thing.

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