Are marketing jobs disappearing?

White-Collar Job Growth Hits Speed Bump

As the labor market booms, white-collar job growth is waning—so what’s going on?

The details: Despite the robust 303,000 jobs added in the U.S. in March, the recent U.S. employment report showed a slowdown in white-collar sector growth—with only 7,000 jobs added last month compared to 48,000 in January.

Why you should care:

• Economic impact: A slowdown in white-collar job growth → fewer high salaries → a potential disruption to consumer spending

• Long-term impact: A sustained downtrend may signal deeper structural shifts, affecting business strategies and workforce dynamics.

So, how do we reverse the trend? It comes down to diversification. Here’s what we think that could look like: 

1. Reskilling programs. Investing in programs like digital marketing bootcamps, certification courses, coding for marketers, UX/UI design workshops, and more.

2. Collaboration among marketers. When marketers effectively collaborate across departments, they foster innovation and collaboration within the company.

Curious how the team at MarketerHire is thinking about the slowed growth of white-collar work? Check out our thoughts here and let us know what you think in the comments.

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Ibotta Banks on IRL Activations

In-real-life (IRL) brand activations are experiencing a resurgence as performance marketing struggles in the cookieless era. Case in point: Cash-back rewards app Ibotta's latest experiential push.

The campaign: Ibotta launched its first augmented reality experience along with interactive art installations in NYC, Chicago, and Denver to “engage with shoppers where they are.” The company paired this experience with a TikTok influencer campaign to extend the campaign nationwide.

Why now? With third-party cookie depreciation and an influx of digital advertisers, it's becoming harder for performance marketers to break through:

• Many brands like Ibotta are rebalancing toward more brand-building channels.

• 36% of marketers plan to increase investment in brand marketing this year.

The shift in strategy: While performance marketing still plays a "pivotal role," Ibotta CMO Richard Donahue said an omnichannel approach is key. The focus remains on doing more with less while emphasizing core metrics.

• And it’s part of a bigger trend: DTCs like Parachute Home, Halara, and Orangetheory have also upped their experiential commitments in 2023 to forge customer connections.

So what’s the payoff? For Ibotta and others, the play is using IRL activations to cut through digital noise and earn audience mindshare—creating a new channel for both brand affinity and conversions—before any transactional push.

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X Offers Brands Ad Credits for Paid Verification

X (formerly Twitter) has launched a new offer to entice brands to pay for its verification badges.

The details: Brands paying $2,000/year for X's "Basic Verified Organizations" get $2,000 in annual ad credits, while those paying $10,000/year for "Full Access" verification get $10,000 in ad credits.

• Packages include priority support, job listings access, and X Premium features.

• Full Access adds a reach boost and an ability to link affiliated accounts.

TL;DR: If you’re already planning on putting ad spend towards X, you may want to consider paying for verification to benefit from the new offer. But if you’re focused on a different platform, don’t let the BOGO get you: X’s new paid verification status means little to users, so you’re mostly just paying for premium features.

Were you interested in these topics? Are you looking to learn something else? Let us know here and be entered to win a $50 Amazon gift card!