The idea of working for an up-and-coming company with a cool brand has been appealing to young professionals in marketing and other industries in recent years. You want to catch on with the next rising start-up. However, the issue with this is not all start-ups take off. Getting a job at the next Apple or Facebook before they hit it big is the exception to the rule, not the norm.

The appeal of working for that young, innovative, and cool start-up marketing company seems to be less and less important to new marketing professionals.

A recent study by the Chartered Institute of Marketing (CIM) suggests young professionals are more interested in working for organizations that offer job security than working for the next up-and-comer.

Study Results

job security

The CIM study found that young marketing professionals want to work for these organizations:

  • Large, well known multinational company (36%)
  • Well established firm (28%)
  • Small specialist business (12%)
  • Innovative start-up company (11%)
  • A charity or social enterprise (8%)

Close to two-thirds (64%) want to work for large and well established firms.

Young Professionals Want to Work for Established, Successful Companies

young professional

Sarah Vizard from Marketing Week summarizes the desire for young professionals to work for successful companies over innovative start-ups:

“60% say it is very or extremely important to work in a business that is successful, compared to 35% who say it is important to work in a business that is at the ‘cutting edge’ of its industry and 28% who want to work for a prestigious brand.”

What Does This Mean for Marketing Companies?

Marketing companies and departments need to understand that many of these new marketing professionals grew up during the economic downturn and value job stability over other job perks. Adjust your recruiting process to make job security and stability a central focus.

Even if you are a smaller firm or start-up, make sure you communicate the strength and stability of your company. This is what many young marketing professionals are looking for.

More Marketing Career Advice

Read more about marketing career challenges and trends by checking out these insightful blog posts by our marketing recruiters:

Top 5 Career Challenges for Marketing Professionals

How to Successfully Transition from Marketing Employee to Manager

4 Things That Could Be Holding You Back in Your Marketing Career


IQ PARTNERS is an Executive Search & Recruitment firm supporting clients across the country. We help companies hire better, hire less & retain more. We have specialist teams of recruiters in Technology (IT), Accounting and Finance, Consumer Goods, eCommerce and Retail, Financial Services and Insurance, Startup, Cannabis, Big Data, B2B and Industrial, Operations and HR, Professional Services and Legal, Media, Digital and Marketing, Pharmaceutical and Life Sciences, Emerging Technology and Telecom, and  Sales. IQ PARTNERS has its head office in Toronto and operates internationally via Aravati Global Search Network. Click here to view current job openings and to register with us.

Mark Rouse Marketing Recruiter

Mark Rouse

Mark leads Canada’s largest Marketing Communications & Media recruitment practice. Leveraging close to two decades of industry experience in the Marketing Services and Agency businesses, he has been responsible for hiring, developing, and retaining top talent as Vice-President with companies such as Young & Rubicam, Wunderman, and J. Walter Thompson.

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