New research from The Creative Group staffing firm shows that digital initiatives will drive hiring of creative professionals in the second half of 2018. According to a survey of more than 400 advertising and marketing hiring decision makers, the greatest need is for people with expertise in web and mobile development, web production, user interface and interaction design, and creative development.
The research also points to a shortage of talent in these areas, too. When asked which creative roles were hardest to staff, the top responses were web and mobile development, creative development, user interface and interaction design, information architecture, and user experience.
“Many companies want to bring on creative and marketing professionals to support digital initiatives. But they face an extremely competitive hiring environment and low unemployment,” said Diane Domeyer, executive director of The Creative Group. She advises employers to develop realistic job descriptions, provide attractive pay and benefits, and move quickly to extend offers to top candidates.
Overcoming Recruiting Challenges
Advertising and marketing hiring decision-makers use a variety of tactics to source creative and marketing talents. Nearly half of respondents (48 percent) said they reach out to their network for referrals. More than four in 10 (43 percent) become more flexible on skills requirements to drum up candidate leads. Nearly nine out of 10 respondents (89 percent) said they would welcome back a former employee who left on good terms.
Forty-seven percent of those surveyed admitted they divide work responsibilities among their existing teams while they continue to search for an full-time hire. But Domeyer said, “Asking already-busy employees to take on more work while a role remains open is a recipe for burnout and turnover. To avoid a prolonged candidate search, hiring managers should focus on finding people who possess the most critical skills and a passion for learning. Providing training to new hires can even boost engagement and retention.”
About the Research
The online survey was developed by The Creative Group and was conducted by an independent research firm. It is based on responses from more than 400 advertising and marketing decision makers in the U.S. who work full-time at agencies with 20 more employees or companies with 100 or more employees.
The Creative Group (TCG) specializes in connecting creative, digital, marketing, advertising and public relations talent with the best companies on a project, contract-to-hire, and full-time basis.