With every recession I've lived through, and I've now lived through a few of varying severity, the same thing inevitably happens. Marketing staffs are cut early and deep as even long-time employees are not immune.
Invariably, when times improve, full-time marketing personnel are once again hired. I've always wondered why firms are so quick to add permanent staff instead of using contract labor or agencies until they more clearly identify their requirements and work load. Sometimes, if the recovery is weak, some of the new hires are quickly dismissed.
I don't believe this is driven by costs in most cases as fully burdened permanent employees can cost as much as contractors. I wonder, given the scope and length of the current downturn if more companies might not opt for using contractors this time around.
Your thoughts?
Usually when economic times are bad, small, boutique, contract marketing and PR firms see an increase in business as companies let go of staff and their expensive PR firms. This time is different. Now, even the boutique firms are not being contracted with. So what are companies doing for marketing and PR if they don't use boutiques, contractors, or their own team? It's a big mistake for companies to not keep their presence in front of their target audience through press releases, news, case studies, etc.
Posted by: Becky Boyd | February 03, 2009 at 08:01 AM