Beyond the resume: hiring and retention in marketing and tech

The marketing and technology market is undergoing one of the most profound transformations in its history. While a few years ago a professional's efficiency was measured strictly by their technical mastery of tools, such as configuring a CRM or analyzing traffic data, today the rules of the game have changed. The rise of Generative Artificial Intelligence and the speed of digital transformations have leveled the playing field in terms of technical knowledge and brought a new challenge for companies: how to hire and retain talent that truly generates strategic value?

In the latest episode of the Trend Off, Fernanda Nascimento (CEO of Stratlab) and Ricardo Ribas (Senior Vice President of Hays) discussed in depth the challenges, bottlenecks, and solutions for the current landscape of executive and operational recruitment. The conclusion is unanimous: the traditional, rigid, and binary resume format is no longer sufficient to guarantee a successful hire.

In this comprehensive article, we will explore the key insights from this discussion and understand how leaders and professionals can navigate this new era.

The revolving chair of marketing: why is the turnover rate of CMOs and CRM professionals so high?

One of the biggest complaints from modern companies revolves around the high turnover rate in marketing positions, especially in CRM (Customer Relationship Management) roles and at the top of the pyramid, in the CMO (Chief Marketing Officer) position. But why do these positions have such high turnover?

According to Ricardo Ribas, there are two main reasons for this phenomenon:

1. Shortage of highly skilled professionals: the market demands a hybrid marketing professional who understands data, technology, and business simultaneously, something that is still rare.
2. The rope always breaks in marketing: historically, marketing has been seen in many traditional organizations as the "spender" or the "party animal." When sales fall or lead generation decreases, the first reaction of CEOs and CFOs is usually to question the marketing strategy and replace the leadership.

Fernanda Nascimento points out that the B2B (Business-to-Business) segment understood this pain point a little earlier by adopting CRO (Chief Revenue Officer) structures. By placing sales and marketing under the umbrella of a single revenue structure, marketing is forced to show the direct path "from lead to money," proving the Return on Investment (ROI) in the KPIs that the CFO and CEO actually track. When marketing becomes purely strategic and business-focused, turnover decreases.

The end of the traditional curriculum? The rise of "essence" and composite knowledge

If technical knowledge is becoming a commodity, what defines a good hire? Ribas presents an alarming statistic that has held true for years in the job market:

This discrepancy proves that traditional selection processes are failing by evaluating candidates solely through paper forms or static profiles. The resume, in its old format, has lost ground to an analysis of the essence . For marketing positions, for example, what the candidate posts on LinkedIn, their interactions in communities, and their personal interests reveal much more about their passion and learning capacity than their corporate history.

The future belongs to knowledge compound-performing companies seek unique skills and rare intersections. A professional who understands marketing but has also sought knowledge in finance or technology becomes an irreplaceable asset because they can communicate with different areas of the company, breaking down organizational silos.

Cultural fit vs. cultural add: the challenge of diversity in leadership

For a long time, the concept of Cultural Fit dominated recruitment: the goal was to find someone who perfectly fit the existing culture. However, the current market demands disruption, and the focus has shifted to Cultural Addition. The question has changed from "Does this person look like us?" to "What does this person add that is different to our culture and our business?".

A homogeneous marketing or technology team generates predictable and common results. True innovation arises from healthy friction between distinct profiles. Resilient and mature leadership needs to know how to orchestrate both the most creative and disruptive profiles and the more Cartesian and analytical ("nerdy") profiles, giving autonomy for each to shine in their superpower.

If leadership tries to mold all employees under a single, rigid standard, it will end up stifling out-of-the-box ideas and generating collective frustration.

The impact of artificial intelligence and automation on recruitment and operations

Artificial intelligence is reshaping work structures. Tools like Skyone Studio exemplify how intelligent automation, based on AI agents, iPaaS, and lakehouse, can take over repetitive operational processes, freeing humans to focus on purely strategic and high-value-added initiatives.

In recruitment, AI-powered automated filters help in screening large volumes of vacancies, but there is an important criticism: algorithms tend to always look for the obvious (looking for someone who already performs exactly the same function at a competitor). However, Ricardo Ribas argues that the best recruitments are the non-obvious ones. Bringing in professionals from completely different markets (such as hiring someone from healthcare for the consumer sector, or from technology for the industrial sector) brings a disruptive thinking that the machine, programmed to follow patterns, cannot yet replicate.

Therefore, the great human differentiator in the age of AI is precisely our uniqueness : our relational capacity, emotional intelligence, and the ability to ask the right questions, not just give binary answers.

How to stand out in a highly competitive market? Practical strategies

If you are a professional seeking a new position or want to accelerate your career towards managerial and executive roles, the podcast panel recommended three essential pillars:

1. Learn to tell your story: forget the elevator pitch . Companies hire based on good stories. Learn to clearly articulate why you made your career decisions, what problems you solved, and what legacies you left behind.

2. Engage in intentional networking and participate in communities: approximately 60% to 70% of executive positions in Brazil are filled through referrals and networking. Being in safe environments and communities allows you to share vulnerabilities, exchange practical knowledge, and access opportunities even before they become public job openings.

3. Seek knowledge outside your bubble: if you're in the humanities, study basic finance and technology. If you're in the sciences, study human behavior and relational communication. The professional of the future possesses a "career portfolio" and a diverse range of skills.

Conclusion: the future of work is relational

In a world where technology dictates technical capabilities and levels operational tools, the greatest competitive advantage for any company or professional is once again the most human factor of all: relationships. Hiring based on essence, leading with a focus on autonomy and diversity, and remaining open to continuous learning are the indispensable paths to thriving in the marketing and technology market.

And you, are you hiring based on resumes or on talent? Is your team ready for the Cultural Add?

Would you like to hear the full conversation with all the details, behind-the-scenes stories, and valuable insights from Fernanda Nascimento and Ricardo Ribas?

🎧 Click here to listen to the full Trend Off episode on Spotify!

Written by Skyone