Marketing and Advertising Executives Anticipate Increase in Second-Quarter Hiring
The Creative Group Survey: Continued Demand for Web Design/Production Professionals
TORONTO, March 14, 2012 /CNW/ - The hiring of full-time creative and marketing professionals is expected to increase in the second quarter of 2012, according to The Creative Group Hiring Index for Marketing and Advertising Professionals. Twenty-six per cent of marketing and advertising executives interviewed said they plan to add full-time staff in the next three months, and 4 per cent forecast reductions in personnel. The resulting net 22 per cent of executives anticipating hiring is up seven points from the first-quarter forecast.
The Canadian study was developed by The Creative Group, a specialized staffing service providing interactive, design and marketing professionals on a project and full-time basis, and conducted by an independent research firm. It is based on more than 250 telephone interviews -- approximately 200 with marketing executives randomly selected from companies with 100 or more employees and 50 with advertising executives randomly selected from agencies with 20 or more employees.
<< Key Findings - The net 22 per cent of executives planning to hire in the second quarter is up seven points from three months ago. The majority (62 per cent) expect to make no changes to their current staffing levels. - Web design/production and social media are the specialties in greatest demand, according to survey respondents. - Fifty-two per cent of survey respondents said it's challenging to find skilled creative professionals today, down two points from three months ago. - Eighty-six per cent of marketing and advertising executives report they are confident in their companies' growth prospects for the second quarter, up four points from first-quarter projections. >>
"As firms continue to take on more creative projects, employers are bringing in extra support to help with key assignments or to access specialized skills," said Lara Dodo, a regional vice-president of The Creative Group in Canada. "Candidates with extensive web design and development, and social media experience are in particularly strong demand among companies of all sizes and industries, to help with online and digital initiatives."
Marketing and Advertising Specialties in Demand
When executives were asked in which areas they plan to add staff, web design/production ranked first for the second consecutive quarter, with 26 per cent of the response; social media followed with 25 per cent. Fifty-two per cent of respondents said it's challenging for their firms to find skilled creative professionals.
Marketing and advertising executives were asked, "In which of the following areas do you expect to hire in the second quarter of 2012?" Their responses:
<< ------------------------------------------------ Web design/production 26% ------------------------------------------------ Social media 25% ------------------------------------------------ Public relations 24% ------------------------------------------------ Account services 24% ------------------------------------------------ Brand/product management 22% ------------------------------------------------ Media services 19% ------------------------------------------------ Marketing research 18% ------------------------------------------------ Interactive media 16% ------------------------------------------------ Print design/production 16% ------------------------------------------------ Creative/art direction 14% ------------------------------------------------ Mobile applications development 13% ------------------------------------------------ Copywriting 8% ------------------------------------------------ Note: Multiple responses permitted. Top responses shown. >>
View the research highlights (http://filecache.drivetheweb.com/mr4enh_rhi-creative/301/TCG_GRPH_HiringReprt_CAN.jpg)
Perspectives on Business Growth
Marketing and advertising executives' confidence in their ability to attract new business rose slightly from last quarter: Eighty-six per cent of those interviewed said they are somewhat or very confident in their firms' prospects for growth in the second quarter, up four points from confidence levels three months ago.
About the Hiring Index
The Creative Group Hiring Index for Marketing and Advertising Professionals is based on more than 250 telephone interviews -- approximately 200 with marketing executives randomly selected from companies with 100 or more employees and 50 with advertising executives randomly selected from agencies with 20 or more employees within Canada.
The interviews were conducted by an independent research firm. Information from the study is featured in the Robert Half Professional Employment Report (http://www.roberthalf.ca/per), launched last year and the first study of its kind to monitor the hiring environment for professional-level positions exclusively. Based on more than 1,000 telephone interviews with executives throughout Canada, it provides insight on employment trends to help businesses and job seekers prepare for the upcoming quarter. To see how hiring within the creative profession has changed since last quarter and how it compares to other sectors, please visit roberthalf.ca/per.
About The Creative Group
The Creative Group (TCG) specializes in placing a range of highly skilled interactive, design, marketing, advertising and public relations professionals with a variety of firms on a project and full-time basis. More information, including online job-hunting services, candidate portfolios and TCG's award-winning career magazine (http://ezine.creativegroup.com/), can be found at creativegroup.com.
Nadia Santoli, (416) 350-2330, [email protected]
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