Marketing hiring outlook improves slightly for Q4: study

Research suggests the employment picture will be a little brighter for agency job seekers for the remainder of 2012. According to The Creative Group’s latest Hiring Index for Marketing and Advertising Professionals, 14% of executives in this field plan to add full-time staff in the next three months, while 7% forecast staff reductions. The resulting […]

Research suggests the employment picture will be a little brighter for agency job seekers for the remainder of 2012.

According to The Creative Group’s latest Hiring Index for Marketing and Advertising Professionals, 14% of executives in this field plan to add full-time staff in the next three months, while 7% forecast staff reductions.

The resulting net 7% of executives anticipating hiring is up three points from Creative Group’s third quarter forecast. Much of the growth is on the agency side, with a net 21% planning to add full-time employees.

The area in greatest demand is account services, with 24% of respondents indicating they plan to add staff in this area, followed by brand and product management (23%), web design and production (21%) and social media (19%).

Those with web and social media skills have been harder to find and hire because these roles have been introduced to marketers relatively recently, said Alicia Brum, branch manager of Toronto-based The Creative Group, a recruitment firm that specializes in careers in marketing and advertising,” or just simply clients having a difficult time evaluating it.

“When [social media] first came out, even management wasn’t sure what to invest in it, what the return on investment was, what skill sets were needed to fulfill those roles and what the overall strategy was. So, until those things were defined, people were a little shy with regards to budget. Now that it’s no longer new, and a lot of these roles are being defined and qualified, they can see the return on investment and therefore are spending more on those areas.”

Rounding out the list of in-demand jobs are: public relations (17%), media services (16%), print design/production (15%), interactive media (12%), copywriting (12%), market research (12%), mobile applications development (11%), creative or art direction (10%).

Forty-two per cent of Creative Group’s respondents said it’s challenging for their firms to find skilled creative professionals, down eight points from the third-quarter forecast. Eighty-nine per cent said they are confident in their companies’ growth prospects for the fourth quarter, down one point from the previous quarter.

The quarterly survey, conducted by an independent research firm, is based on 250 telephone interviews—200 with marketing executives from companies with 100 or more employees and 50 with advertising executives at agencies with 20 or more employees.

Advertising Articles

Brian Hickling heads to Extreme Group

Industry vet returns to the east coast to direct the agency's Halifax office

U By Kotex sinks its teeth into vampire web series

Now at its mid-way point, the series has amassed more than 1.2 million views

A&W now serving chicken raised without the use of antibiotics

Fast-food chain continues its commitment to simple, great-tasting ingredients

Digital Day: What inspires Canada’s digital leaders?

Three leading digital creatives share the work they find inspiring

Montreal Canadiens draft Jay Baruchel for fan club launch

NHL team launches Club 1909 to connect with fans around the world

6 things we learned at Digital Day 2014

Insights on privacy, programmatic, mobile, millenials and Marketing magazine

Kraft Peanut Butter brings iconic bears to life

Peanut butter brand introduces plush toys as part of its “Stick Together” campaign

Twist Image hires Jon Finkelstein as ECD

Finkelstein hire part of agency's “new energy” and “new direction”

How 88 Creative used Buzzfeed to find a new coordinator

Looking for a culture fit, the agency eschewed traditional recruitment