In this era of specialization, the marketing and communications industry is looking for a new kind of executive.  Demand has shifted from generalist to specialist, from integrated experience to widget experience.  And like the proverbial chicken and egg, organizations are now faced with a “what comes first?” dilemma of their own.   

Namely, what comes first— the industry or the specialty? 

A key attribute of any marketing executive is industry expertise.  Most clients require candidates to demonstrate experience within their respective industry.  This fact remains, but is now complicated by more explicit job reqs with more specific technical skills.  Finding a high quality social media executive who has the right personality and will mesh with a company’s culture is tough enough.  Finding that marketer plus fifteen years B-to-B experience…five at a law firm…simply makes a thinly sliced pie thinner.  So, clients are asking, do we have to prioritize industry over specialty or vice versa?  Do we have to make concessions because our ideal candidate will not be found within our timeline?

Unfortunately, the answer is "It depends" and in most cases it's a balancing act.  Part of our job as a search consultant is to help craft and  prioritize skills and industry experience and be sure everyone involved in the hiring process has bought into the priorities before you get started on the recruiting.