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.
Fifty-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.
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.
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