An exploration of factors that contribute to the reluctance of SME owner‐managers to employ first destination marketing graduates

Purpose – To examine the attitudes of small‐to‐medium enterprises (SMEs) in the UK, in order to identify obstacles to employment of marketing‐qualified graduates and devise strategies for improving the rate of graduate recruitment in the sector. Design/methodology/approach – Focus groups, semi‐structured interviews and a postal questionnaire survey, yielding responses from 260 SMEs and 130 graduates, was built upon focus group discussions and semi‐structured interviews, and selectively followed up by in‐depth interviews. Findings – There is a significant supply‐demand imbalance and a mismatch between the skills demanded by SME owner‐managers versus those taught in typical marketing syllabuses. Graduates' frame of reference is the world of big FMCG business; they do not understand the modus operandi of SMEs. Proposals are made for dealing with the resulting problems. Research limitations/implications – The sample is limited geographically and the response rate among SMEs characteristically low. A broader‐based extension of the study is indicated. Practical implications – The findings provide a recipe for the redesign of syllabuses and curricula to narrow the skills identified, to educate SME owner‐managers in the benefits of employing graduates, and to stimulate graduates to take more responsibility for their own development. Originality/value – Empirical research of interest to policy makers, marketing educators and small‐business leaders.