2022 marked a year of change and uncertainty within the sales and marketing sector. A substantial count of multinational FMCG, healthcare and pharmaceutical companies underwent extensive restructuring while spikes in commodity prices have also affected business performance. “Companies are in ‘wait-and-see’ mode as they want to assess how the business does before committing to any new hires,” says Michelle Tanjung, Senior Manager of Sales and Marketing at Robert Walters Indonesia. “Some healthcare start-ups that were established during the pandemic have also called it quits, possibly due to a shift in consumer preferences.”
On a more optimistic note, Michelle states, “As international borders re-open, many companies are looking for candidates with regional exposure. We are also seeing a trend of more foreign entities entering the Indonesian market and making their first hires here. New laws have made hiring simpler for these MNCs.”
Read on to find out more about Michelle’s expectations of the labour market and hiring trends for Sales and Marketing professionals in 2023.
Companies will adapt to what candidates want
Employers can expect a more candidate-driven market in 2023. Michelle notes, “Candidates are looking for hybrid work arrangements and work-life balance, and companies will feel the pressure to adapt so they can attract talent. This falls under the larger umbrella of employer branding, where companies should create and promote a good company culture, their organisational values, and a competitive compensation and benefits model.”
Digitalisation will also be more prevalent in the workplace, with remote work, virtual recruitment, online trainings becoming part of the norm.
Regional and international exposure highly valued
Professionals with international exposure – minimally in Southeast Asia – will stand out. Those who are knowledgeable in digital marketing will also be in demand. “For B2B hires, companies are looking for MBA degree holders who are experienced in technical sales management,” notes Michelle.
When it comes to soft skills, Michelle shares that candidates who can think out of the box and challenge the status quo are highly sought after.
Roles that will be highly sought after in the year ahead include heads of marketing, business development leads and managers, and international business leads.
Employee branding key for talent attraction and retention
To attract talent in 2023, companies should prioritise their corporate reputation and employer branding. “Publicise your company’s sustainability initiatives, employee experience, and non-monetary benefits,” Michelle counsels. “Besides these factors, candidates also check if the company has a solid history, and a clear vision and mission, all of which indicates that the company is stable.”
“For retention, keep in mind that employees appreciate clear guidance on promotion schemes and career pathways available. Communicate openly about what is expected of them in their job scope and how they will be rewarded,” adds Michelle.
Create and promote a good company culture and values to attract talent.
Salaries go up due to higher costs of living
Candidates can expect a salary increment of 30% to 35% due to rising costs of living. Companies will also increase transport allowances, though some companies may replace this by provisioning transport to work.
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