professional with a certain expertise rather than a jack of all trades. “High competition for talent underscores the intense battle to attract top professionals, further exacerbated by the industry’s rapid evolution and demand for innovative skill sets,” Bhat says. Of course, not everyone is struggling to fill positions. Proforma – the No. 3 distributor in the 2024 PPAI 100 – is currently flush with applicants primarily from within the industry, according to CEO Vera Muzzillo, CAS. “Many of our applicants express frustration that their current employer can’t implement change and is afraid to tackle tough problems, causing them stress in their jobs,” Muzzillo says. “Meanwhile, we’re nimble, dedicated and stacked with incredibly smart and talented executives who know how to create positive change, solve the toughest problems and work together to raise everyone up.” How Promo Finds Top Talent Combating these challenges requires a diverse set of hiring strategies and recruitment channels. The most common way that suppliers (79%) and distributors (85%) claimed to find candidates was through job boards, such as Indeed and LinkedIn. Meanwhile, 85% of distributors also cited employee referrals, compared to 68% of suppliers (see Figure 2). More than half (55%) of distributors and 39% of suppliers said recruitment agencies play a significant role in talent acquisition, indicating that many are willing to invest in professional services to find the right people for their company. “The promotional products industry employs a diverse range of recruitment channels to source candidates, with a heavy reliance on digital platforms like job boards and social media,” Bhat says. “Employee referrals and professional recruitment services also play significant roles, reflecting a multifaceted approach to talent acquisition.” Social media plays a far greater role in distributors’ recruitment strategy, as 50% use platforms like Facebook, X, Instagram and TikTok to advertise job listings and promote their brands. Only a quarter of suppliers reported doing so. In another significant disparity, 45% of distributors, compared to 21% of suppliers, reported that their company website serves as the primary source for candidates. The State Of Hiring In Promo | Must Read FIGURE 2: PPAI 100 Distributors’ Top Recruitment Channels Company Website Job Boards (e.g., Indeed, LinkedIn Employee Referrals Social Media Platforms Recruitment Agencies College/ University Career Fairs Industry-Specific Events and Trade Shows 45% 85% 85% 50% 55% 20% 25% PPAI • JUNE 2024 • 81
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