The Marketing Market

Abstract

Hiring faculty is a challenge in the field of marketing. One important factor is a shortage of candidates. The problem is exacerbated, however, by an imperfect match between jobs and candidates. This study examines the homogeneity of academic jobs and candidates. Surveys were conducted with both parties. The results show that institutions and candidates are not homogenous. For example, hiring institutions differ in whether they are primarily seeking teaching or research ability and this is predictable depending on whether the institution is PhD granting or not. In addition, three types of job candidates are identified, each looking for something different—work environment, lifestyle, or research support. The lack of homogeneity can complicate the placement of candidates in jobs, but this depends on the distribution of these needs and the flexibility of both parties. Strategies to increase hiring success for hiring institutions are suggested, including assessing needs and competitive advantages.