Recruiting international marketing specialists: Why do Polish companies struggle to recruit global marketing experts?
Recruiting international marketing professionals. In 2023, we see the Polish economy taking off. One of the drivers of this development is the export of services or goods. Competing on the Polish market is different from competing on global markets. To do this effectively, you need qualified professionals who know the realities of the global market. And this is where the challenge comes in.
Polish companies seeking to expand into international markets face significant difficulties in attracting international marketing specialists. This article, focusing on key aspects of attracting talented marketing professionals, examines the reasons for this phenomenon and proposes solutions.
1. deficiencies in the education system
The Polish educational system often fails to keep up with the rapid changes in the world of digital marketing. Graduates are insufficiently prepared to work in a dynamic international environment, which is the first obstacle to international marketing recruitment. The lack of specialized courses and training focused on international marketing is a key problem here. Curriculum changes are needed to better prepare future professionals for the challenges of global marketing, such as understanding diverse markets and adapting marketing strategies to different cultures.
2. presence of global companies on the Polish market
Many multinational corporations have branches in Poland, but their operations are often focused on serving the local market. This leaves Polish marketing professionals with limited access to international projects, making it difficult to gain the experience necessary to operate effectively in the global market. An example would be any foreign FMCG company that, despite its international presence, focuses mainly on local clients in Poland, limiting opportunities for its employees to develop in international marketing. This results in marketing departments working in these companies lacking global competence. An exception may be a regional division, e.g. CEE where local teams serve national markets under the supervision-coordination of a regional team.
3. Where to find international marketing experts in Poland?
However, there are sectors in which Poland is beginning to play an increasingly important role, and thanks to specialists in international marketing, great progress is being seen. The market of mobile games, stationary or SaaS and Software Development are areas where Polish specialists are increasingly working on projects with global reach. In these industries, Polish specialists are gaining valuable experience by learning how to adapt products and services to the requirements and expectations of clients from different parts of the world. An example is Netguru, which, as a Polish software house, carries out projects for clients from all over the world, giving its employees the opportunity to gain international experience.
4. language and cultural barriers
Knowledge of English is already standard, but international marketing requires much more. Understanding the culture and specifics of the target market is key. Discuss how cultural differences affect marketing strategies and the consequences of not understanding them. An example of an unsuccessful campaign due to cultural mistakes could be that of Company Y, which did not take into account the cultural specifics of the Asian market, resulting in a negative reception of their product.
5. limited access to international experience
Recruiting international marketing professionals is difficult in Poland. Discuss how the lack of international projects in Polish companies limits opportunities to gain practical skills. An example of a company that has successfully implemented international exchange programs or cooperation with foreign partners can be Booksy, which provides its employees with access to international experience through global expansion.
6. specifics of marketing in B2B and B2C sectors
International marketing in the B2B sector requires a deep understanding of the industry and long-term customer relationships, while B2C focuses on quick results and mass communication. Analyze how these differences affect the recruitment of international marketing professionals. An example of a company that has successfully aligned its marketing strategies with both business models might be Woodpecker, which offers tools to automate sales processes for both B2B and B2C customers.
7. competition in the global market
Polish companies are competing in the global market with companies that have access to greater resources and more experienced professionals. Analyze how this competition affects the recruitment capabilities of Polish companies. Examples of Polish companies' success in the global market, such as CD Projekt RED, creators of the "The Witcher" game, can serve as inspiration.
8. budget constraints of Polish companies
Many Polish companies, especially smaller and medium-sized enterprises, are facing budget constraints. Discuss how these constraints affect the ability to invest in international marketing and hire specialists. Examples of companies that have effectively used limited resources to build an international presence can show that success is possible even with limited resources.
So the question is where and how to look for international marketing specialists?
Here are some tips on how you can deal with this challenge
Cooperation with educational institutions
Companies should establish cooperation with universities and educational institutions to influence curricula and support the development of courses focused on international marketing. It is also possible to organize competitions and projects that will allow students to put their knowledge into practice and make their first professional contacts.
International partnerships and exchange programs
Companies can consider establishing partnerships with international organizations and implementing exchange programs. Employee exchange programs can also help in understanding different markets and cultures, which is key in international marketing.
Investment in training and skills development:
Organizing training courses and workshops focusing on understanding different cultures and the specifics of international markets for your employees can improve competencies for global teams. Training can cover both cultural aspects and technical innovations in digital marketing.
Leverage industries with global reach
Companies can look for talent in sectors such as mobile gaming, SaaS, and software development. Employees in these sectors often have experience working with international clients and an understanding of global trends. Additionally, several large Polish companies in the fashion industry also already have such experience.
Building international teams
Create teams of people with different cultural backgrounds and international experiences. This will be in line with the Diversity& Inclusion policy. International teams can better understand and effectively communicate with diverse markets. This is possible in Poland - we see a number of examples - mainly in the SaaS industry where owners have well understood the drivers of international expansion and are creating international teams in Poland.
Use of modern recruitment tools
Using recruitment platforms focused on international talent. Companies can also use analytics tools to better understand candidates' needs and preferences.
Work with recruitment agencies specializing in talent acquisition from international markets
Establish partnerships with recruitment agencies that specialize in finding talent in international markets. They can also advise on adapting recruitment strategies to different markets. These types of organizations can quickly map the talent pool and present matched candidates to a given specific industry as well as organizational culture.
Fast Forward Solutions - Your source for the best professionals
Fast Forward Solutions is a boutique recruitment agency specializing in the areas of IT, sales, digital marketing and finance. Our methods provide fast access to the best talent available on the market both in Poland and internationally, effective results and guarantee a very high level of confidentiality for both clients and candidates. With our help you will build your "dream team"..
About the author: Tomasz Bożyczko
Tomasz Bożyczko is an experienced leader in managing marketing and sales teams, President and Founder of Fast Forward Solutions. His passion for recruiting and developing teams has contributed to the success of many organizations. Tomasz is an expert in hiring top talent and improving recruitment processes.
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