Fifteen percent of marketing and advertising executives plan to add full-time staff in the next three months, according to The Creative Group Hiring Index for Marketing and Advertising Professionals. Four percent forecast reductions in personnel. The resulting net 11 percent of executives anticipating hiring is up one point from the second-quarter forecast.
In addition, more than half (51 percent) of those surveyed said it’s challenging to find skilled creative professionals today, up 10 points from three months ago.
About the Survey
The Creative Group Hiring Index for Marketing and Advertising Professionals is based on more than 500 telephone interviews — approximately 375 with marketing executives randomly selected from companies with 100 or more employees and 125 with advertising executives randomly selected from agencies with 20 or more employees.
Executives are asked whether their companies plan to increase or decrease the number of full-time marketing and advertising personnel on their staff during the coming quarter. The survey is conducted by an independent research firm and developed by The Creative Group, a specialized staffing service providing interactive, design and marketing professionals on a project and full-time basis.
- The net 11 percent of executives planning to hire in the third quarter is up one point from the second-quarter 2012 forecast.
- Fifty-one percent of survey respondents said it’s challenging to find skilled creative professionals today, up 10 points from the previous quarter.
- Social media, account services and web design/production are the specialties in greatest demand, according to marketing and advertising executives.
- Eighty-nine percent of survey respondents report they are confident in their companies’ growth prospects for the third quarter, down two points from the second-quarter projections.
“Investments in online projects and, in particular, social media initiatives continue to grow,” said Donna Farrugia, executive director of The Creative Group. “Hiring managers at organizations of all sizes and in every industry seek professionals who can help develop and execute digital campaigns, and cultivate online communities. Agencies also are looking for account services professionals to help manage new and existing client relationships, as well as identify opportunities for growth.”
Specialties in Demand
When executives were asked in which areas they plan to add staff in the third quarter, social media, account services and web design/production ranked highest, each with 17 percent of the response.
Marketing and advertising executives were asked, “In which of the following areas do you expect to hire in the third quarter of 2012?” Their responses:
|Mobile applications development||12%|
Note: Multiple responses permitted. Top responses shown.
Perspectives on Business Growth
Marketing and advertising executives’ confidence in their ability to attract new business dipped slightly from last quarter. Eighty-nine percent of those interviewed said they are somewhat or very confident in their firms’ prospects for growth in the third quarter, down two points from three months ago.