Sears, AT&T seek new talent

05 July 2011

NEW YORK: Sears Holdings, AT&T and Dell are among the major brand owners seeking to greatly expand their US marketing teams.

Forbes, the business magazine, partnered with, the recruitment specialist, to assess which corporations are trying to attract the most new talent.

Sears Holdings, parent of Kmart and the eponymous department store chain, led the charts with around 300 unique roles listed, rising to 331 when incorporating multiple listings.

Running a total of 4,000 stores, Sears Holdings is hoping to find staff capable of integrating digital and offline channels, Kimberly Freely, its director of corporate communications, told Forbes.

Paul Forster, chief executive of, argued Sears' current demands demonstrated a wider shift across the industry.

"Sears' current marketing job postings reflect a variety of marketing activities," he said.

"Notable positions include director of member insights, internet marketing roles, and in-store marketing at their various retail locations."

"Marketers must be proficient in using the many new marketing channels available to them and be able to quantify their results.

"Effective online marketing requires an analytical approach and continuous optimisation."

AT&T, the telecoms provider, claimed second in the Forbes/ rankings, with 150 listings overall.

The company, which spent $3bn on advertising in 2010 according to AdAge, recently appointed Mark Wright, formerly of Anheuser-Busch InBev, the brewer, as its vp, media services.

Dell, the information technology giant, took third place, with 136 vacancies

It has latterly unveiled an $80m ad campaign covering its full suite of products and solutions, using the tagline "the power to do more".

Several TV ads, featuring central characters such as a teacher, doctor and chief information officer, are intended to bring this notion to life, and proved successful when run in Germany.

Online, print and outdoor are also being used to support this message.

"This is our first ever corporate campaign of this scale for Dell in the US market," said Karen Quintos, Dell's chief marketing officer.

"Dell has invested billions of dollars in the capabilities we have acquired around services, software and storage, and, frankly, it's time for us to tell the story of our broader capabilities."

Dex One, a marketing solutions company assisting local businesses, logged a score of 134 listings.

Alongside becoming a certified partner of Google AdWords, Dex has allied with HCL Technologies, the IT services group, as it seeks to ensure digital delivers 30% of revenues by the end of 2012.

Wellpoint, the healthcare expert, rounded out the Forbes/ top five, recording 129 listings, trumping Verizon, the communications conglomerate, on 112.

JPMorgan Chase, the financial services provider, yielded a total of 86, and is making greater use of tools including social media to promote its activity in areas like corporate social responsibility.

Kimberly Davis, president of the JPMorgan Chase Foundation, suggested this medium constituted a useful means via which to engage individuals and other relevant third parties.

"It's a way for us to keep our finger on the pulse of the trends that are emerging in communities, in organisations that otherwise we may not find," she said.

Brookdale Senior Living, the chain of care homes, posted 84 listings, ahead of Amazon, the online retailer, with 79.

Samsung, the consumer electronics manufacturer, completed the Forbes/ top ten, on 70.

Data sourced from Forbes; additional content by Warc staff