By Carley Holmes, founder, Cactus Recruit
With customer loyalty harder to achieve and buying journeys longer and more complex in today’s digitally driven world, marketing is central to business competitiveness and growth. Yet, for many SMEs, attracting and retaining skilled marketing professionals remains a significant challenge.
With limited budgets, fewer internal resources, and less structured training compared to big corporations, SMEs are often overlooked by ambitious marketers — particularly those at the start of their careers. But there are ways to turn this around.
Marketing spend is up – but not meeting benchmarks
The UK’s SMEs are investing more in marketing – surveys suggest a £35.1 billion spend of in 2024, bucking an overall downward trend last year – but many small firms still fall short when it comes to serious, growth-focused investment. In competitive or scaling environments, experts recommend allocating 12–20% of revenue towards marketing. Yet, only 14% of small businesses spend more than £10,000 annually on marketing, suggesting a mismatch between ambition and investment.
And when marketing spend is too low, it doesn’t just impact campaign performance and brand consistency: it can also lead to high staff turnover and disengagement. Talented marketers are drawn to environments where their skills can be used to full potential, and where they feel, supported and valued. Without sufficient investment, businesses risk losing their best talent to competitors who prioritise marketing as a core function.
Conversely, when marketing is properly resourced, it sends a clear signal to prospective employees that their work is valued and that they’ll have the tools needed to make a meaningful impact.
Why marketers choose bigger businesses
SMEs have to work harder to attract top marketing talent. Jobseekers, especially those just starting out, can be drawn to larger companies because of their attractive salaries, comprehensive training programmes, and clearer progression routes. They also tend to have more structured teams, allowing juniors to try out different marketing disciplines before specialising. Additionally, their larger marketing budgets allow for campaigns that help teams hone their strategic, creative and planning skills.
In contrast, many SMEs struggle to offer the same career clarity or learning opportunities. However, this doesn’t have to be a disadvantage. Marketers in SMEs often get to wear multiple hats, from strategic planning to content creation, which can be incredibly rewarding for those looking to fast-track their careers. This diverse experience can be a huge selling point, especially if paired with structured mentorship and professional development opportunities.
By highlighting the unique, hands-on experience that smaller companies can offer, SMEs can attract ambitious marketers looking for rapid growth and meaningful roles.
Investment and integration
SMEs don’t need to compete pound for pound with corporate giants, but they do need to be strategic with the resources they have. That starts with making space in the budget to support marketing as a core business function, not an afterthought. Here’s what that looks like in practice:
- Budget for growth, not business-as-usual
It’s tempting to cut back on marketing when times are tough – but that can backfire. In fact, underinvestment is one of the biggest blockers to attracting and retaining marketing talent.
Ambitious marketers want to work in organisations that believe in marketing. A well-funded function sends a clear message: “We take this seriously.” That confidence fosters job security and enables people to do their best work without burning out due to lack of tools, resources, or support.
Thanks to technology, and changes in the ways buyers make decisions, businesses must work harder to understand the buyer, and to make their brands and messaging stand out in a competitive market place. Whether in B2B or B2C markets, your target audiences expect customisation, and for marketing to be fine-tuned to needs. Innovation and creativity will be essential for competing for ‘share of mind’ – and that will require resources.
Depending on the needs of the business, this may involve investing in digital tools for analytics and content creation as well as bringing in external creative expertise. It also means funding training so that staff can keep up with fast-moving trends and technologies.
- Determine competitive compensation
Determining a competitive salary, crucial for retention, requires careful consideration of several factors. This includes research into industry rates, using surveys and reports, experience, qualifications, growth potential, availability of talent, as well as organisational culture and values. A recruitment consultant with sector experience will have insight into industry benchmarks and trends, helping improve recruitment decisions.
- Create clear career paths and skills development programmes
SMEs face a challenge in recruiting because the opportunities for career development are perceived to be limited. Often, smaller businesses do not have the budget for senior professionals with the strategic experience needed to build the brand and drive growth. A lone marketing manager can be at risk of ‘imposter syndrome’ and will look for mentors, to learn from as well as for reassurance.
Lack of training and progression are two common reasons why recruits choose to move to larger organisations. However, smaller businesses can offer an advantage to generalists, as marketers have to assume a wider range of responsibilities, such as content creation, SEO, social media management, and advertising. The key is to allow marketers to build on their strengths through hands-on experience, so they can explore different areas of the discipline and gain exposure to strategic work.
This broad skill set can be a powerful retention tool, particularly when complemented by formal training and mentorship, helping marketers build confidence and competence while staying at the cutting edge of industry trends.
SMEs often have limited budgets or time for formal training. The hectic nature of the role means there is little opportunity to step back and learn. However, upskilling is essential for effective marketing, as the profession undergoes rapid transformation: guidance may be needed, for example, on adopting AI tools, compliance with stricter data privacy or ‘green claims’ legislation, or understanding the best choice of channels for a seamless customer experience.
Thankfully, there are numerous affordable or free online learning options that SME staff can take advantage of that are recognised and practical, from providers such as LinkedIn Learning, HubSpot Academy, and the CIM, among others.
Ultimately, giving recruits access to courses, structured mentoring, and space for hands-on learning will help you build a more effective, versatile marketing team that is better placed to drive growth.
- Build a culture that values marketers
According to a Marketing Week survey of 3,500 professionals, some of the top reasons marketers leave roles include burnout, feeling undervalued, and lack of support. These are all things that SMEs can control, often more easily than larger businesses.
By building a supportive, respectful culture where marketing professionals are trusted, listened to, and given room to be creative, you can stand out as an employer of choice.
A team for long-term success
Attracting and retaining great marketing people isn’t just about competitive salaries or the size of the team. It’s about making a genuine commitment to marketing as a strategic, well-resourced and respected function.
When you support your marketers with the resources, recognition, and room to grow, you’re more likely to build a stronger team that’s in it for the long-term, and you’re better placed to build a stronger business.
About the Author
Carley Holmes is founder of Cactus Recruit, a recruitment consultancy specialising in the IT, marketing, finance and a range of professional services. Visit the company website at: https://cactusrecruit.co.uk/
The post How SMEs can attract and retain marketing talent in a competitive market first appeared on HR News.
