U.S. Advertising And Marketing Executives Anticipate Steady Hiring In New Year
Recruiting Challenges Intensify, Research Shows
MENLO PARK, Calif., Dec. 15, 2016 /PRNewswire/ -- Twelve percent of advertising and marketing executives surveyed plan to expand their teams in the first half of 2017, according to new research from staffing firm The Creative Group. The majority (67 percent) of respondents said they expect to maintain personnel levels and hire primarily to fill vacated roles. No executives anticipate reducing the size of their staff.
| U.S. Hiring Climate for Creatives* |
Jan.-June |
July-Dec. |
Jan.-June |
| Expanding/adding new positions |
12% |
13% |
11% |
| Maintaining/filling vacated positions |
67% |
59% |
76% |
| Freezing/not filling vacated or new positions |
20% |
25% |
10% |
| Reducing/eliminating positions |
0% |
3% |
1% |
| Don't know |
1% |
0% |
1% |
| *Responses may not total 100 percent due to rounding. |
View an infographic of the research highlights.
Marketing and Advertising Specialties in Demand
When executives were asked in which areas they plan to add staff in the first half of 2017, they reported a range of specialties. Web design/production, content marketing and print design/production topped the list.
Advertising and marketing executives were asked, "In which of the following areas do you expect to hire in the first half of 2017?" Their responses*:
| Web design/production |
25% |
| Content marketing |
22% |
| Print design/production |
20% |
| Customer experience |
19% |
| Brand/product management |
17% |
| Digital marketing |
17% |
| Creative/art direction |
16% |
| Account services |
16% |
| Marketing research |
16% |
| Public relations |
16% |
| Copywriting |
15% |
| Interactive media |
13% |
| Social media |
13% |
| Media services |
12% |
| Mobile design/development |
7% |
| *Multiple responses permitted. Top responses shown. |
Recruiting Challenges on the Rise
Fifty-five percent of advertising and marketing executives said it's challenging to find creative professionals today, up 14 points from six months ago. Hiring managers at midsize advertising agencies (50-99 employees) expect the greatest difficulty, with 70 percent of respondents reporting it is somewhat or very challenging to identify the talent they seek. When asked which types of roles are hardest to fill, the top responses were web design/production and content marketing.
To overcome hiring hurdles, firms are bringing on more freelancers. Fifteen percent of advertising executives and 11 percent of marketing executives plan to increase the number of temporary staff during the first half of 2017.
"Companies increasingly see the business value of good design and content marketing, and seek people with expertise in these areas," said Diane Domeyer, executive director of The Creative Group. "But a continued tight labor market is making it increasingly difficult for employers to recruit qualified talent. With demand for skilled professionals outpacing supply, it's important for hiring managers to act quickly once they identify promising candidates."
About the Research
The survey was developed by The Creative Group and conducted by an independent research firm. It is based on more than 400 telephone interviews -- with approximately 200 marketing executives randomly selected from companies with 100 or more employees and 200 advertising executives randomly selected from agencies with 20 or more employees.
About The Creative Group
The Creative Group (TCG) specializes in connecting interactive, design, marketing, advertising and public relations talent with the best companies on a project, contract-to-hire and full-time basis. For more information, including job-hunting services and candidate portfolios, visit roberthalf.com/creativegroup. Follow TCG's blog at roberthalf.com/creativegroup/blog for career and management advice.
SOURCE The Creative Group
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