Finding a marketing role that feels like a strong match can be exciting, until you notice that more than 100 people have already applied.
In a competitive jobs market, that number can make it feel as though you have already missed your chance. You might assume the employer has plenty of suitable candidates or decide there is little point adding another application to the pile.
However, a high applicant number does not necessarily mean there are 100 equally qualified marketing professionals competing for the role.
If the opportunity genuinely suits your experience, location and expectations, it may still be well worth applying.
A high number of applicants does not mean they are all suitable
Marketing vacancies can attract a significant number of applications, particularly when they appear on large job boards or offer a popular working arrangement.
But the number shown alongside a vacancy does not tell you how closely those applicants match the brief.
When we recruit for marketing roles, applications frequently come from people who:
Do not have the relevant marketing experience
Live too far away to meet the required working pattern
Need visa sponsorship that the employer cannot provide
Are looking for a different salary or level of seniority
Have applied without reading the essential requirements
Come from a completely unrelated area of work
The employer may have received 100 applications, but only a much smaller proportion might meet the fundamental requirements.
Applicant numbers can provide some indication of interest in a vacancy, but they cannot tell you the quality or relevance of the competition.
Focus on your suitability, not the number
Instead of trying to work out how you compare with an unknown group of applicants, return to the job description.
Look at the requirements that appear to matter most. These might include:
Experience within a particular marketing discipline
Knowledge of a specific platform or channel
Previous line management responsibility
Experience working in-house or within an agency
Exposure to a relevant sector or type of audience
The ability to commute according to the required working pattern
You do not necessarily need to match every bullet point. Job descriptions often combine essential requirements with experience that would simply be useful.
The important distinction is whether you can perform the central responsibilities of the role, not whether you have encountered every tool, task or situation listed.
Identify the genuine dealbreakers
Although candidates should not be discouraged by an applicant number, that does not mean every role is worth pursuing.
Some requirements leave more room for flexibility than others.
An employer may be prepared to consider someone who has used a similar CRM system, worked in a related industry or managed a slightly smaller budget. They may be less flexible if the position requires advanced paid media experience, regular attendance at an office several hours away or responsibility for leading an established team.
Before applying, separate the requirements into three categories:
Experience you already have
Experience you could transfer from a similar situation
Essential requirements you genuinely cannot meet
This will give you a much clearer indication of whether the role is suitable than its applicant count.
Make the match easy to recognise
If a recruiter or employer is reviewing a large number of applications, they should not have to search through your CV to understand why you are relevant.
Bring the most useful information forward.
Your profile should reflect the type and level of marketing role you are targeting. Your recent experience should clearly show the channels, responsibilities, audiences and results that relate to the vacancy.
For example, if a role places particular emphasis on CRM and email marketing, do not leave your most relevant CRM experience buried near the bottom of a long list of responsibilities.
Similarly, if the employer wants someone who has managed agencies, budgets or direct reports, make that experience clear rather than assuming they will infer it from your job title.
The aim is not to copy the job advert into your CV. It is to help the reader quickly recognise the genuine overlap between what they need and what you have done.
Tailor your application without rewriting everything
A tailored application does not require a completely new CV for every vacancy.
Small, considered changes can make a significant difference:
Adjust your opening profile to reflect the type of position
Reorder bullet points so the most relevant experience appears first
Use clear terminology that the employer will recognise
Include measurable results where they strengthen your application
Remove generic statements that do not demonstrate anything specific
This is particularly important in marketing, where two people with the same job title can have very different responsibilities.
“Marketing Manager” might describe a broad standalone role in one company and a highly specialised team position in another. Your CV needs to explain what sits behind your title.
Applying early can still help
Many employers and recruiters review applications while a vacancy is still live. They may begin speaking to suitable candidates before the advertised closing date, particularly when the role is urgent.
You do not need to apply within minutes of a job appearing, but waiting until the final day can reduce your chances if interviews are already being arranged.
Once you have established that the opportunity is relevant, take the time to prepare a focused application and submit it promptly.
A well-matched application made today is more valuable than a perfect application that arrives after the recruitment process has moved forward.
Do not reject yourself on the employer’s behalf
There are valid reasons not to apply for a role. A large applicant number, on its own, is not one of them.
If you meet the central requirements, can commit to the working arrangement and are genuinely interested in the opportunity, allow the employer or recruiter to assess your suitability.
You do not need to be the only applicant.
You need to be one of the relevant ones.
At Kin Collective Recruitment, we recruit permanent and fixed-term marketing, digital, creative, communications, PR and product roles across a range of sectors and seniority levels. Explore our latest marketing opportunities or speak to usfor honest guidance about your next move.
Photo by Glenn Carstens-Peters on Unsplash