Calling the current labor market turbulent would be an understatement. While some fields are showing incredible resilience and endurance (engineering and healthcare in particular), others are experiencing major disruptions. Affected industries include occupations within the professional and business services sectors. Accordingly, after multiple rounds of digital marketing layoffs in 2023, massive numbers of talented digital marketing professionals are now seeking employment.

How serious is this problem for digital marketers? According to a recent investigation on widespread turnover published by SHRM, nearly 400,000 professional and business field layoffs occurred in December 2023 alone. A report from the firm Challenger, Gray & Christmas echoed the bad news, noting that during the first three quarters of 2023, 605,000 employees were let go.

Here's the interesting thing, though: Like most labor-related disruptions, digital marketing layoffs may offer unique opportunities. For example, companies interested in attracting and retaining top talent who possess deep marketing expertise can snag some great candidates. From the digital marketing candidate side, being "on the market" may present a chance for career and salary advancement for those with impressive credentials and portfolios.

These opportunities don't mean that the digital marketing layoffs aren't causing issues, though, particularly for the organizations that said goodbye to some of their digital marketers. For these organizations, hiring managers and HR leaders are now facing the difficult reality of hiring after layoffs.

How Do Layoffs Affect a Company?

When a company is forced to lay off a significant number of workers, it almost always incurs some negative blowback. The blowback can make it tricky for the company to regain its reputation, even if the layoffs were healthy and necessary.

Consider the case of a company with lackluster Glassdoor reviews due to its layoff rounds. According to Glassdoor's proprietary information, 86% of jobseekers investigate companies online before submitting applications. When they see a raft of negative reviews from long-time employees who were laid off abruptly, they might think twice about putting themselves in the same position.

Anyone who has been let go — whether they're digital marketers or not — is in a vulnerable position. They want stability and often have bills to pay, but they're hesitant to trust in an employer again. When they see that a company has gone through layoffs and is now rehiring, their instinct may be to move along.

Hiring After Layoffs: How to Appeal to Burnt-Out, Skeptical Job Seekers

Does this mean it's impossible to overcome the skepticism of top applicants like digital marketers on the job hunting scene? Not at all. You just need to put strategies in motion to show job seekers that you're worth their consideration.

1. Add professional development perks to your benefits.

Many digital marketing candidates, especially those in the Millennial and Gen Z brackets, are very passionate about their personal and career growth. They are unlikely to accept employment offers if they don't feel they will be able to develop their skills. Yet they are very willing to dig in, plant roots, and become part of the team for the long haul if they are provided with the opportunity to improve their abilities and challenge themselves.

In fact, a recent edX survey of 800 executives and 800 workers showed that around 80% of employees would stay with an employer that offered regular learning and development training. Fortunately, numbers don’t lie. If you're looking for top talent, you'll need to invest in professional learning and career growth opportunities.

2. Show how your benefits are different from the competition's.

Candidates get tired of seeing job posting after job posting featuring only "table stakes" benefits like health insurance or retirement account programs. To catch their eye, you'll need to call attention to all the benefits that differentiate your company from others who are competing for the same talent.

Case in point: Perhaps you offer flexible work schedules. Or maybe your "carrot" is unlimited PTO, access to mental health resources, or health and wellness stipends. These are all potentially useful "positioning" elements that will add to your company's appeal.

3. Show how new hires fit into the bigger picture.

When hiring after layoffs (whether they were your layoffs or you're sourcing laid-off candidates from the competition), make it clear to applicants how they will fit in. Talk about the growth paths in the role you're offering, highlighting how candidates can grow with your organization.

You could go a step further and make career pathing a more formal process, too. When done in tandem with outlining your unique culture, career pathing allows job seekers to see into a potential, engaging future where they can succeed and do great work.

4. Be transparent about any previous layoffs.

Interviewees will always know about your past layoffs. As such, they'll have questions about your company's near (and far) vision. During the interview, go over your past, current, and "stretch" goals, emphasizing the role the interviewee would play in meeting those goals.

Candidates appreciate honesty, particularly if the honest responses they get are upheld by what they see on your branded social media channels, blog stories, and employee videos. Failing to practice honesty upfront can be a major mistake that sets your hiring plans off track and causes more lost revenue.

Fortunately, if you're looking for people with digital marketing skills to fill roles, you're in luck, thanks to the recent labor market shake-ups. Just remember that those who went through digital marketing layoffs may feel like their trust has been broken. Consequently, be ready to speak to them in a way that shows you won't do likewise.

Marti Willett is the President of Digital Marketing Recruiters, a specialized firm dedicated to matching talented digital marketing professionals with growth-focused businesses. With a rich background in digital marketing, Marti has spent over a decade refining her expertise in talent acquisition, business process architecture, and leadership development. Her approach is characterized by a passion for connecting exceptional individuals with the right job opportunities, leveraging her team's collective 30 years of digital marketing experience to offer a truly personalized service.