Companies are increasingly looking to hire recent graduates who have pursued business, accounting, and finance degrees. Meanwhile, the job market for marketing majors is becoming more competitive, with fewer opportunities available for those in the field. Gen Zers, who have been adept at self-promotion on social media, have been flocking to marketing degrees in large numbers, particularly in creative areas such as brand building and advertising.
According to Handshake, a career networking platform focusing on undergraduate students, there has been a significant increase in applications for marketing jobs, almost tripling since 2021. However, the oversaturation of the market, combined with the rise of artificial intelligence in marketing, has made it challenging for marketing graduates to secure employment. A study by the Burning Glass Institute and Strada Education Foundation found that nearly 60% of marketing students end up working low-level jobs even five years after graduation.
One recent graduate, Olivia Simone, shared her struggles of finding a job after earning a marketing degree from Michigan State University. Despite her efforts in applying for positions and reaching out to companies, she ended up working as a receptionist in New York City due to the lack of experience required for marketing roles. Many of the entry-level marketing jobs now demand prior work experience, making it tough for recent graduates like Simone to establish a successful career.
Katie Birkelo, senior vice president of finance and accounting at Randstad, noted that the evolving job market now demands additional technical skills from marketing majors, emphasizing the increasing importance of data and analytics in the field. Ryan Felkamp, vice president of recruiting at Kelly Services Inc., highlighted the shift towards data-driven marketing and the reduced need for traditional marketing tasks like graphic design, as AI technology now handles many aspects of the job.
Natalie Zhong, another recent marketing graduate, has been working at Starbucks while seeking marketing internships in Brooklyn. Despite her efforts to gain experience, she expressed uncertainty about her future in the field due to the lack of guidance and mentorship in her internships. On the other hand, graduates with business management or STEM degrees are finding more success in securing job offers compared to marketing majors.
The disconnect between university education and employer demands has also been highlighted, with Andrew Hanson from Strada mentioning the need for better alignment between academia and industry needs. Some graduates, like Katie Karl from Kelley School of Business, have had to pivot from their initial career aspirations in marketing to other fields, finding stability in different industries.
Given the challenges faced by recent marketing graduates, some are considering further education as a means to enhance their career prospects. Simone plans to pursue a master’s degree in political communications, while Zhong is contemplating graduate school if she doesn’t find suitable employment after her apprenticeship. The tightening US labor market, with numerous job listings available, further emphasizes the struggles faced by marketing graduates in securing meaningful employment.
Overall, the changing landscape of the marketing industry, coupled with the increasing reliance on technology and data-driven approaches, has presented significant challenges for recent graduates seeking to establish themselves in the field. As they navigate these obstacles, many are exploring alternative paths to achieve their career goals amid a competitive job market.
