Creative Group Survey Reveals Hiring Trends through End of 2016

In a recent hiring trends survey by The Creative Group staffing firm, 13 percent of advertising and marketing executives said they plan to expand their teams in the second half of 2016. This is up from 11 percent in the first half of the year.

The majority (59 percent) of respondents said they expect to maintain staffing levels and hire primarily to fill  vacated positions in the next six months.

In addition, 20 percent of the advertising executives and 10 percent of the marketing executives anticipate increasing the number of freelance staff during the remainder of the year.

“Many companies are adding to their bench of marketing talent, particularly within the digital space,” said Diane Domeyer, executive director of The Creative Group. “Employers seek professionals who can help build their businesses’ online presence, support year-end campaigns, and strategize for the future.”

Creative Specialties in Demand

When executives were asked in which areas they plan to add staff in the second half of 2016, they reported a variety of specialties. Topping the list (at 18 percent each) were content marketing, brand/product management, digital marketing, and web design/production.

When advertising and marketing executives were asked, “In which of the following areas do you expect to hire in the second half of 2016?” Their responses were:

  • Content marketing: 18%
  • Brand/product management: 18%
  • Digital marketing: 18%
  • Web design/production: 18%
  • Marketing research: 17%
  • Creative/art direction: 17%
  • Print design/production: 17%
  • Customer experience: 17%
  • Social media: 16%
  • Media services: 15%
  • Public relations: 14%
  • Copywriting: 14%
  • Account services: 13%
  • Interactive media: 10%
  • Mobile design/development: 10%

(Multiple responses were permitted; Top responses shown.)

Recruiting Challenges

Forty-one percent of advertising and marketing executives said it is difficult to find skilled creative professionals today. Hiring managers at small advertising agencies (20-49 employees) and large advertising agencies (100+ employees) expect the greatest difficulty, with 50 percent of respondents in each group reporting that it is somewhat or very challenging to find the talent they seek.

When asked which types of roles were most difficult to fill, the top responses were web design/production, customer experience, and brand/product management.

About the Research

The national study was developed by The Creative Group and conducted by an independent research firm. It is based on 400 telephone interviews — with 200 marketing executives randomly selected from companies with 100 or more employees and 100 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.

TCG Infographic

 

The Creative Group Reports Hiring Trends for First Half of 2016

According to new research on 2016 hiring trends by The Creative Group, 11 percent of advertising and marketing executives surveyed planned to expand their teams in the first half of 2016. The majority of respondents (76 percent) said they expect to maintain staff levels and hire primarily to fill vacated roles in the next six months.

hiring trends 2016Fifty-eight percent of executives said it is challenging to find creative professionals today. “Companies have specific staffing needs, particularly in digital marketing, and seek professionals with precise skills and experience to support these initiatives. Low unemployment coupled with high demand is creating a competitive hiring environment,” said Diane Domemeyer, executive director of The Creative Group.

“Employers are also placing greater emphasis on finding job candidates who will fit well with their workplace culture, which is making the recruiting process even more challenging.”

Hiring Trends for Marketing and Advertising Specialties

Executives reported a range of specialties when asked in which areas they planned to add staff in the first half of 2016. Content marketing and creative/art direction topped the list (27 percent each), followed by brand/product management and print design/production (26 percent each).

Advertising and marketing executives were asked: “In which of the following areas do you expect to hire in the first half of 2016?” Their responses

27% – Content marketing
27% – Creative/art direction
26% – Brand/product management
26% – Print design/production
25% – Interactive media
23% – Account services
22% – Media services
20% – Web design/production
17% – Market research
16% – Digital marketing
15% – Public relations
15% – Customer experience
15% – Copywriting
15% – Social media
10% – Mobile design/development

Challenges Recruiting Creative Professionals

Hiring is getting harder for companies: Fifty-eight percent of advertising and marketing executives said it is challenging to find skilled creative professionals today. This figure is up 16 percent from six months ago, and the highest it has been since The Creative Group started tracking the figure in 2010.

Hiring managers at small marketing departments (100-249 employees) expect the greatest difficulty, with 62 percent of respondents reporting it is somewhat or very challenging to find the talent they seek.

When asked which areas are most difficult to fill, the top responses were brand/product management and customer experience.

The Creative Group Hiring Trends Report

About the Research

The national study on hiring trends 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.

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, contract-to-hire, and full-time basis.

FOR MORE INFORMATION

The Creative Group

The Creative Group Blog

U.S. Advertising and Marketing Execs Reveal Hiring Plans Through Year-End

According to research by The Creative Group, 21 percent of advertising and marketing executives interviewed plan to expand their teams in the second half of 2015. This compares to 33 percent in the first half of the year and 12 percent one year ago.

The majority (65 percent) of respondents said they expect to maintain staff levels and hire primarily to fill vacated roles in the next six months.

“With continued demand for creative talent and a shrinking pool of skilled applicants, it’s more important than ever for companies to move quickly when hiring, or they risk losing out to more nimble firms,” said Diane Domeyer, executive director of The Creative Group. “Offering competitive pay and perks that support work-life balance can be instrumental in attracting candidates with hard-to-find skills. Salaries that were competitive even a year ago likely need to be re-evaluated.”

The national study was developed by The Creative Group, a specialized staffing service for interactive, design, marketing, advertising and public relations professionals. It was conducted by an independent research firm and 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.

Marketing and Advertising Specialties in Demand

When executives were asked in which areas they plan to add staff in the second half of 2015, they reported a range of specialties. Creative/art direction and account services topped the list (27 percent each), followed by content marketing and interactive media (26 percent each).

Advertising and marketing executives were asked, “In which of the following areas do you expect to hire in the second half of 2015?” Their responses:

  • 27% Creative/art direction
  • 27% Account services
  • 26% Content marketing
  • 26% Interactive media
  • 25% Brand/product management
  • 25% Web/design production
  • 25% Media services
  • 25% Public relations
  • 24% Digital marketing
  • 23% Marketing research
  • 22% Print design/production
  • 21% Customer experience
  • 21% Copywriting
  • 21% Social media
  • 18% Mobile design/development

(Multiple responses were permitted.)

Recruiting Challenges

Recruiting remains difficult for advertising and marketing executives: Forty-two percent said it is challenging to find skilled creative professionals today, up one percent from six months ago.

Hiring managers at large advertising agencies (100+ employees) and large marketing departments (1,000+ employees) expect the greatest difficulty, with 55 percent of respondents in each group reporting it is somewhat or very challenging to find the talent they seek.

When asked which areas are most difficult to fill, the top responses were brand/product management and account services.

Survey: Many companies plan to add creative and marketing staff through year-end (PRNewsFoto/The Creative Group)
Survey: Many companies plan to add creative and marketing staff through year-end (PRNewsFoto/The Creative Group)

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, contract-to-hire and full-time basis. More resources, including online job-hunting services, candidate portfolios and TCG’s blog, can be found at creativegroup.com.

Survey Shows Creative and IT Collaboration on the Rise

As marketing becomes increasingly dependent on technology, creative and information technology (IT) teams are crossing paths more often.

Research from The Creative Group and Robert Half Technology underscores this trend: More than half (55 percent) of advertising and marketing executives interviewed said they are collaborating more closely with technology leaders within their company compared to three years ago. One-third (33 percent) of chief information officers (CIOs) reported the same of their marketing counterparts.

But barriers to effective partnering persist. When asked to name the number-one challenge for creative and IT teams when collaborating, the top response among advertising and marketing executives and CIOs was communication. Project logistics and IT-related challenges also are significant barriers, according to both sets of respondents.

Advertising and marketing executives were asked, “Compared to three years ago, how closely are you collaborating with technology leaders within your company?” Their responses:

  • Much more closely: 30%
  • Somewhat more closely: 25%
  • The same amount: 39%
  • Somewhat less closely: 3%
  • Much less closely: 0%
  • Does not apply: 1%
  • Don’t know: 1%

CIOs were asked, “Compared to three years ago, how closely are you collaborating with creative/marketing leaders within your company?” Their responses:

  • Much more closely: 12%
  • Somewhat more closely: 21%
  • The same amount: 37%
  • Somewhat less closely: 3%
  • Much less closely: 2%
  • Does not apply: 23%
  • Don’t know: 1%

*Responses do not total 100 percent due to rounding.

“Technology’s increased role in customer acquisition and other marketing-related functions is one factor prompting higher levels of collaboration between IT and creative departments,” said John Reed, senior executive director of Robert Half Technology. “Poor communication between groups doesn’t just lead to discord and decreased productivity; it can also undermine a company’s ability to innovate.”

“The success of an organization’s digital strategy and initiatives is dependent on a strong partnership between creative and IT colleagues,” added Diane Domeyer, executive director of The Creative Group. “It’s imperative for business leaders to encourage teamwork and ongoing dialogue between the two groups, especially since there is so much crossover in key roles, such as user experience professionals, web designers and mobile application developers.”

The Creative Group and Robert Half Technology offer five tips to help creative and IT teams overcome common collaboration barriers:

  1. Form cross-functional teams around a central goal. While resources may come from different departments, creating one work group to tackle a particular project, like a website redesign, can help improve collaboration and eliminate an “us versus them” mentality. Once established, make sure objectives are clearly defined and communicated at the onset.
  2. Make time to meet — and use that time effectively. Creative and IT leaders reported that scheduling in-person meetings is difficult given heavy workloads. However, carving out an hour or two to discuss projects can save valuable time and prevent miscommunication down the road.
  3. Check jargon at the door. Workplace and departmental lingo can help colleagues communicate ideas more quickly, but excessive use can cause people to lose interest and tune out if it’s unfamiliar to them. Throw in technical terminology and buzzwords like “IoT” and “growth hacking” and the dialogue will only go downhill. Explain concepts in terms the audience will understand and use concrete examples when doing so.
  4. Encourage constructive criticism. Creative and IT executives said providing feedback to their counterparts is challenging because it’s often not well-received. Empathy can help pave the path toward more productive conversations throughout the duration of a project and at post-mortem meetings. Teams must also clarify the time and resources that go into an initiative: A seemingly simple task may include behind-the-scenes complexity.
  5. Resolve conflicts quickly. When miscommunication leads to frustration, tempers can flare, especially when creative and IT personnel are under pressure. Addressing cross-team discord swiftly can go a long way toward maintaining momentum and building morale.

TCG_RHT_0315_Creative-IT+Collaboration_final

 

About the Research

The surveys were developed by The Creative Group and Robert Half Technology, and conducted by an independent research firm. They include responses from 400 U.S. advertising and marketing executives and more than 2,400 CIOs from U.S. companies with 100 or more employees in 24 metropolitan areas.

About The Creative Group and Robert Half Technology

Both The Creative Group and Robert Half Technology (rht.com) are divisions of Robert Half, the world’s first and largest specialized staffing firm and a recognized leader in professional staffing services.

LINKS

Career Advice on The Creative Group Blog

Infographics: Creative and IT Collaboration on the Rise

 

Survey Shows Ad Agencies and Marketers Easing Up on Hiring Freezes

TCG-LogoAccording to new research by The Creative Group, 12 percent of advertising and marketing executives interviewed said they will expand their creative teams in the second half of 2014. Nearly three-quarters (73 percent) said their organizations plan to maintain current staff levels (up 16 points from six months ago). And 12 percent said they project hiring freezes (down 10 points from the first half of 2014). Only 3 percent of executives expect to reduce the size of their staff.

The national survey was developed by The Creative Group, a specialized staffing service for interactive, design, marketing, advertising and public relations professionals, and conducted by an independent research firm.

Key Findings

  • The fact that companies are lifting hiring freezes could be a sign of their growing confidence in in business prospects and an improving economy.
  • Nearly one-quarter (24 percent) of marketing and advertising executives said it’s challenging to find skilled creative professionals today.
  • Midsize agencies (50-99 employees) are expected to see the most hiring activity, with 26 percent of advertising executives reporting they plan to add staff. However, they also report the greatest difficulty finding the talent they seek, with 40 percent of respondents saying it is somewhat or very challenging.
  • Account services, brand/product management and media services are the top areas executives plan to hire for during the second half of 2014.

“Companies are investing more in marketing and advertising initiatives and are often turning to outside vendors for help. As a result, agencies are hiring full-time and project staff to keep up with expanding client needs,” said Diane Domeyer, executive director of The Creative Group. “While professionals with digital expertise continue to be in demand, agencies also are actively looking to fill traditional roles, like account directors and account managers.”

Marketing and Advertising Specialties in Demand

When executives were asked in which areas they plan to add staff in the second half of 2014, account services topped the list (24 percent), followed by brand/product management (21 percent) and media services (19 percent).

Marketing and advertising executives were asked, “In which of the following areas do you expect to hire in the second half of 2014?” Their responses:

  • Account services 24%
  • Brand/product management 21%
  • Media services 19%
  • Social media 17%
  • Mobile development 16%
  • Creative/art direction 13%
  • Web design/production 13%
  • Public relations 12%
  • Interactive media 12%
  • Copywriting 11%
  • Print design/production 10%
  • Marketing research 10%
  • Content marketing 9%

About the Survey

The national study was developed by The Creative Group and conducted by an independent research firm. It is based on more than 400 telephone interviews — approximately 200 with marketing executives randomly selected from companies with 100 or more employees and 200 with advertising executives randomly selected from agencies with 20 or more employees.

About The Creative Group

The Creative Group 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 resources, including online job- hunting services, candidate portfolios and TCG’s blog, can be found at creativegroup.com.

LINKS

The Creative Group

Hiring and Salary Trends in the Creative and Marketing Fields

TCG_0614_Hiring-Climate

 

Can Counteroffers Help Employers Retain Hard-to-Replace Creative Talent?

Has your employer ever offered you a counter-offer after you have announced plans to accept a job elsewhere? If you accepted it, how did things work out?

According to new survey of advertising and marketing executives conducted for The Creative Group, counteroffers are becoming more common. But they can be a double-edged sword.

Twenty percent of advertising and marketing executives surveyed said the number of counteroffers extended by their company has increased in the last six months. (Only 5 percent said the number had declined.) Thirty-nine percent of executives said the main reason to issue a counteroffer is to avoid losing an employee with hard-to-find skills.

More than two-thirds (67 percent) of respondents who have extended a counteroffer said it is somewhat or very common for employees to accept the bid. But an employer’s problems may not be solved: 28 percent of executives said they would question the loyalty of an employee who accepted a counteroffer; another 21 percent said they worry the offer might not address the issues prompting the staff member to leave.

“Many companies are willing to pull out all the stops to retain their best people in this talent-short market, but counteroffers are often counterproductive,” said Diane Domeyer, executive director of The Creative Group. “They tend to be more of a Band-Aid than a cure — the employee may feel valued in the short term, but the issues that initially prompted the person to consider leaving usually crop up again.”

TCG_0414_Counteroffer_FINAL

The Creative Group advises employers to consider five key questions before extending a counteroffer:

Will it address the real issue? A bigger salary or better job title may not significantly improve an employee’s long-term job satisfaction.

Is it a knee-jerk reaction? Are you asking the employee to stay because of the value he or she brings to the role or so your team won’t be left in the lurch?

Will it set an undesirable precedent? Make a counteroffer today, and you can be sure other departing employees will expect similar treatment in the future.

Will my payscale remain intact? Compensation among employees should be equitable, so if one employee gets a significant raise because of another job offer, it may upset the balance of your compensation program.

What impact will it have on the team? What you gain by attempting to appease one employee may cause resentment and low morale among the rest of your team.

About the Survey

The national study was developed by The Creative Group and conducted by an independent research firm. It is based on 400 telephone interviews — 200 with marketing executives randomly selected from companies with 100 or more employees and 200 with advertising executives randomly selected from agencies with 20 or more employees.

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.

LINKS

The Creative Group

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