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  • Writer's pictureDan McAulay

Marketing industry pay rates in Cumbria: 2020/21

Updated: Feb 8, 2021

As a business in Cumbria, what should you be paying your marketing team in 2020 to compete for the best talent in the area?

New research from Hays, Totaljobs and Marketing Week shows the pay ranges you ought to be offering in our county to attract candidates.

Across the UK, there are growing skills shortages that cut across sectors and professions; this is particularly an issue in a rural county like Cumbria. These wide-scale skills shortages are further compounded by a declining working-age population in the area.

Attracting and retaining the right people for your business is only going to get harder.

Add to this that demand for marketing professionals remains competitive: over two-thirds of employers plan on adding to their marketing team in 2020.

Read the below to help inform your HR and people strategy when it comes to your marketing plans in Cumbria.

What is the average salary for marketing roles in Cumbria? According to Totaljobs, the average salary for marketing jobs in Cumbria is £32,500. This figure has remained fairly steady. In the past 12 months, average marketing salaries across the country lagged behind inflation and increased by just 1.1%. But with a range of roles, responsibilities and sectors, this figure doesn't really mean that much if you are a business.

More in-depth research from the recent Hays 2020 Salary Guide gives robust estimates of the salary bands for different marketing roles in the north-east and north-west. These figures have been used to produce the below guidance. Variations across industries Research from Marketing Week, which looks at marketing salaries across the whole of the UK, shows that marketing professionals in the education, construction, and charity/not-for-profit sectors are likely to be at the lower end of the pay range in 2020. For these industries in Cumbria, you would be expecting to be paying around the 'lowest in range' figure in the table above. Top paying industries for marketers include the bigger-city industries like FMCG, consumer electronics, health and pharmaceuticals and gaming/gambling, which have a noticeably small presence in Cumbria. What marketing professionals want Across the UK, almost two-thirds of employers struggle to hire permanent marketing employees. Skills gaps in rural counties - especially when it comes to marketing and digital marketing - further compound the problem for businesses in Cumbria. So, what can you do to compete in a highly competitive market for talent? Quality of life appears to be the top priority for marketing professionals when considering their career choices, according to Hays’ research. The top employment perks wished for by marketers include over 28 days’ paid leave, pension provision over the legal minimum, and private medical insurance. Despite this, employers continue to rely mainly on perks such as cycle-to-work schemes and childcare vouchers. Businesses in Cumbria have the chance to stand out from the crowd in the north of England and attract the top marketing talent, through investing in health insurance options for staff and increasing the number of days paid leave on offer. In addition, clearly setting out what flexible working options there are at your business will help in recruitment. Retaining your marketing talent Do you have two marketers in your business' team? Chances are one will leave in the year ahead, according to research from Hays. Across the industry, 68% of marketing professionals say they are currently satisfied with their jobs. However almost half moved job in the last 12 months and 60% expect to move in the next year. The top reasons cited for leaving marketing roles included low salary, poor line management and poor work-life balance. In addition, nearly half of the marketing professionals surveyed said that there is no room for progression in their organisation. When looking at progression, as an employer you can take the initiative in the early stages of an employee’s time at your firm. Work with your new starters to put together a clear development path and arrange meetings to check in on progress. In addition to showing clear pathways for progression, open communication is important for building trust, enabling a positive culture and ultimately retaining talent. Managers play a key role in communication, so businesses could look at training and developing those in line manager roles to be able to deal with a range of issues.

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For more information on the marketing landscape in Cumbria, contact Dan at

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