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

May 6, 2014

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.”

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

LINKS

The Creative Group

The Creative Group’s 2014 Salary Guide Lists Eight In-Demand Jobs

October 16, 2013

The 2014 Salary Guide for professionals in creative and marketing fields is now available free from the website of The Creative Group. Entitled “Salary Barista,” the guide serves up fresh data on the average starting compensation levels for 134 different jobs.

The Design and Production category lists salaries for 34 jobs, including Creative Director, Art Director, Studio Manager, Medical Illustrator, 3D Animator, Package Designer, and Presentation Specialist.

The Interactive category lists 26 jobs such as Interactive Creative Director, Game Designer, Blogger, Motion Designer, Web Production Artist, Video Editor, and Mobile Developer.

The Content Development and Management section provides salaries for 15 positions such as Copywriter, Medical Writer, Curriculum Developer, Proposal Writer, Copy Editor, and Content Manager.

The Advertising and Marketing category includes salary ranges for 49 corporate and/or agency jobs. Agency jobs include President, Account Manager, and Social Media Account Manager. Corporate jobs include Chief Marketing Officer, Marketing Director, and MarCom Specialist. Jobs that can be found in either an agency or corporate setting include Media Director, Brand/Product Manager, Web Analytics Specialist, Event/Trade Show Manager, and Market Researcher.

The Public Relations category lists salaries for 5 agency jobs such as Account Executive and VP/Group Director and 5 corporate jobs such as Public Relations Director and Public Relations Manager.

For each position, the guide lists national average low and high starting salaries. To determine the estimated salary range for positions in your city, use the “variance numbers” listed on page 12 and 13 of the guide.

For example, jobs based in Chicago have a 123.0 variance number; jobs in Fort Wayne, Indiana have an 81.0 variance number. If the national average starting stalary for a content manager ranges from $62,500 to $83,000, the salary range in Chicago would be 1.23 times higher (i.e., $76,875 to $102,090). In Fort Wayne, the salary would be 0.81 of the $62,500 to $83,000 range (i.e., $50,525 to $67,230).

Eight in-Demand Jobs

Salary Barista lists the eight most in-demand creative and marketing jobs and describes the required skills. The eight jobs include:

Digital Project Manager
Front-End Web Developer
Interactive Marketing Manager
Mobile Designer
SEO/SEM Specialist
User Experience (UX) Designer
Web Content Writer
Web Designer

The guide notes a continuing shortage of creative talent with digital expertise, particularly in the field of mobile design: “Companies need people who can help them develop content for small screens…Responsive design also is becoming a greater priority for businesses that want to provide customers with optimal experiences on their devices and browsers of choice.”

According to a recent study conducted by The Creative Group, more than half (52 percent) of the 400 marketing and advertising executives surveyed said it’s challenging to find skilled creative professionals today.

In a section listing five hot trends affecting hiring, the authors of Salary Barista observe that “Professionals with in-demand skills recognize that they have more choices in the current employment market and are open to pursuing new avenues, even if it means leaving a stable job. Consequently, managers are redoubling their efforts to retain top performers.”

Freelancers Bring Flexibility and Specialized Skills

To help manage heavy workloads and access specialized skills, organizations are bringing in freelancers more frequently (and for longer periods).

In a section that promotes the benefits of flexible staffing, the Salary Barista notes that, “The percentage of people who are working on a temporary or part-time basis is rising – for a variety of reasons. Specialists at very high levels often choose interim assignments over full-time work because of the schedule flexibility and diversity of projects this option provides.”

The “Salary Barista” 2014 Salary Guide includes

four characteristics to look for in creative talent
tips on preparing job offers applicants can’t refuse
statistics on perks and willingness to negotiate compensation

Starting Salaries Up for Creatives and Other Professionals in 2014

A division of the Robert Half professional staffing services agency, The Creative Group specializes in placing interactive, design, and marketing professionals on a project and full-time basis.

The salary guide for creative and marketing professionals was one of five salary guides released by Robert Half this week. Robert Half also released salary guides for professionals in accounting and financial services, information technology, legal services, and office and administrative support.

Overall, starting salaries for professionals in U.S. are expected to increase an average of 3.7 percent in 2014.

Technology positions are expected to see the largest gains among the fields researched with a 5.6 percent increase in the average salary for newly hired workers. Accounting and finance professionals can expect starting salaries to rise an average of 3.4 percent.

Salaries for professionals in creative fields in the U.S. are expected to be up by an average of 3.3 percent, as are starting salaries for administrative and support staff. The starting salaries for legal professionals are expected to rise 2.7 percent.

Robert Half has been publishing salary guides for businesses owners, hiring managers, and professionals since 1952. Ongoing salaries are not reported because salary increases are affected by factors such as seniority, work ethic, job performance, and training.

LINKS

The Creative Group 2014 Salary Guide

The Creative Group

Robert Half

Robert Half Salary Guides

Creative Group Survey Shows Stable Hiring Environment

June 18, 2013

A majority of advertising agencies and marketing departments plan to maintain current staff levels in the second half of 2013, according to new research from creative staffing agency The Creative Group.

Fifty-nine percent of advertising and marketing executives interviewed said they plan to hire to fill vacated roles during the remainder of the year. An additional 9 percent anticipate expanding their teams, 25 percent project hiring freezes and 4 percent expect to reduce the size of their staff.

More than half (52 percent) of respondents said it is challenging to find creative professionals today. Hiring managers at midsize advertising agencies (50 to 99 employees) report the greatest difficulty, with 81 percent of respondents saying it is somewhat or very challenging.

Web design/production, print design/production and account services are the top roles executives plan to hire for during the second half of the year.

The national survey was developed by The Creative Group, a specialized staffing service for interactive, design, marketing, advertising and public relations professionals. The survey was conducted by an independent research firm and involved more than 400 telephone interviews. Approximately 300 interviews were conducted with marketing executives randomly selected from companies with 100 or more employees. About 100 interviews were conducted with advertising executives randomly selected from agencies with 20 or more employees.

In-Demand Specialties

Executives were asked “In which of the following areas do you expect to hire in the second half of 2013?” Their responses:

Web design/production: 23%
Print design/production: 18%
Account services: 16%
Social media: 15%
Media services: 15%
Public relations: 14%
Interactive media: 13%
Brand/product management: 12%
Creative/art direction: 12%
Marketing research: 11%
Mobile applications development: 10%

“Many organizations brought on new staff at the beginning of the year to position themselves for expected growth in the coming months,” said Donna Farrugia, executive director of The Creative Group. “Employers are now adding positions, when appropriate, to keep up with new business demands. Web design and production remains a top growth area as companies seek to expand and improve their online presence.”

LINKS

The Creative Group

Hiring and Salary Trends for Creatives

Survey Says Creative Pros Can Seek Higher Starting Salaries

May 15, 2013

A new survey by The Creative Group suggests that talented creative professionals who accept an initial job offer may be leaving money on the table. More than six in 10 (63 percent) advertising and marketing executives interviewed said they are at least somewhat willing to negotiate compensation when extending a job offer to a top candidate. Only 28 percent of respondents said they are not.

The national survey was developed by The Creative Group, a specialized staffing service for interactive, design, marketing, advertising and public relations professionals. The survey was conducted by an independent research firm and is based on more than 500 telephone interviews — approximately 375 with marketing executives from companies with 100 or more employees and 125 with advertising executives from agencies with 20 or more employees.

Advertising and marketing executives were asked, “When extending a job offer to a top candidate, how willing are you to negotiate compensation?” Their responses:

Very willing: 23%
Somewhat willing: 40%
Not very willing: 14%
Not at all willing: 14%
Don’t know/no answer: 9%

“Job seekers often have more leverage than they realize when negotiating a starting salary,” said Donna Farrugia , executive director of The Creative Group. “Businesses that have gone through the process of selecting a top candidate are motivated to hire that person, even if they have to sweeten the deal.”

Farrugia warned, however, that salary negotiation conversations are delicate and can easily go off track. She said, “Applicants who thoroughly prepare are more likely to have positive outcomes.”

Common Mistakes in Salary Negotiations

The Creative Group offers five common salary negotiation mistakes and how to avoid them:

Showing up unprepared. Enter negotiations with a solid understanding of current salary trends for your position and location. Review compensation sources, such as The Creative Group 2013 Salary Guide, to ensure you have realistic expectations.

Playing games. Tactics such as misleading a prospective employer about your current salary or other job offers in an effort to obtain higher pay almost always backfire. It’s better to be honest about your situation.

Making it all about you. Don’t base your request for a larger starting salary on the fact that you want a new car or bigger down payment for a home. You’ll make a much more compelling argument by talking about the value you can bring to the organization.

Viewing money as the only object. Salary is just one part of the equation; a generous benefits package or opportunities to learn and grow with the company may compensate for a lower starting salary. Look at the full picture when evaluating a job offer.

Drawing a line in the sand. Giving ultimatums too early in the process may cause negotiations to fall apart. Instead, look for common ground and avoid taking an adversarial stance. How you conduct yourself during the negotiation process sets the tone for employment with the firm, and you want to start on the right foot.

LINKS

The Creative Group

The Creative Group 2013 Salary Guide

How Would You Feel About Working on a Super Bowl Campaign?

January 31, 2013

If you had the chance to work on a Super Bowl ad, how would you feel? Thrilled? Nervous? Overwhelmed? Considering how much each ad and campaign is scrutinized by consumers and experts alike, would it be possible to feel indifferent, and regard it as just another project?

According to a new survey by The Creative Group, nearly three-quarters (74 percent) of advertising executives and six in 10 (60 percent) corporate marketing executives said they would jump at the chance to work on such a high-profile campaign. About one in 10 executives admitted they would be overwhelmed by all the work.

The national study was developed by The Creative Group and conducted by an independent research firm. It 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.

The advertising and marketing executives were asked, “If given the opportunity to work on a Super Bowl advertising/marketing campaign, which of the following statements best describes how you would feel?” Their responses:

Thrilled to work on such a high-profile campaign
Advertising executives (74 percent)
Marketing executives (60 percent)

Indifferent (it’s just another project)
Advertising executives (8 percent)
Marketing executives (14 percent)

Nervous about the outcome
Advertising executives (4 percent)
Marketing executives (12 percent)

Overwhelmed by all the work involved
Advertising executives (9 percent)
Marketing executives (10 percent)

“Working on a high-profile project, such as a Super Bowl ad, brings with it great visibility and responsibility,” said Donna Farrugia, executive director of The Creative Group. “Outstanding creative work can generate positive buzz for a brand, but an unpopular or ill-conceived campaign can affect a company’s reputation, which adds pressure for the agency or marketing team.”

Added Farrugia, “All creative professionals find themselves in high-stakes situations from time to time, whether it’s working on an important project or under a tight deadline. Performing well under these circumstances takes focus, organization and steely resolve.”

The Creative Group offers five tips for performing like a pro when the pressure is on:

Prioritize, then strategize. Take a few moments to develop a game plan before diving headfirst into any project. By creating a playbook on the front end, you can sidestep potential hurdles.

Don’t procrastinate. Worrying about a task doesn’t count as working on it. Rather than putting off your most pressing deadlines, tackle them. Getting these assignments out of the way first will lower your stress level and make your overall goal seem more manageable.

Think on your feet. Adaptability is an invaluable skill. If priorities change, embrace the new challenge and demonstrate your ability to execute on the fly.

Request more coverage. Some jobs simply can’t be completed by one person, even if you are a star performer. If you’re doing everything possible to meet your obligations and still see no end in sight, identify duties that can be delegated and ask for backup.

Turn downtime into prep time. After high-intensity projects are completed, take time to decompress and document any lessons that were learned. If deadlines were at risk, what were the reasons? How could you or others have communicated team goals more effectively? Reflective thinking will help take the pressure off in the future and prepare you for the next big game.

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, can be found at www.creativegroup.com. Gain insights into the latest hiring and salary trends in the creative and marketing fields at www.creativegroup.com/salarycenter.

Survey Asks About Difficulty of Finding Skilled Creative Pros

December 17, 2012

Nearly four in ten (39 percent) of the marketing and advertising executives interviewed in a national survey said they have difficulty finding skilled creative professionals. In addition, one-third (33 percent) of respondents said they are looking to fill design or marketing roles in the first quarter of 2013, with advertising executives (51 percent) more likely to hire than their marketing counterparts (33 percent).

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.

Other Key Findings

Hiring managers at midsize advertising agencies (50-99 employees) reported the greatest difficulty finding skilled creative pros, with 61 percent of respondents saying it was somewhat or very challenging.
One-third (33 percent) of those surveyed said they are looking to fill design or marketing roles, with more advertising executives (51 percent) than marketing professionals (33 percent) on the hunt for creative talent.
Midsize agencies, in particular, are expected to see the most hiring activity, with 62 percent of advertising executives reporting they plan to add staff.
Account services, social media, and media services are the specialties in greatest demand.
Survey respondents said they most value teamwork and collaboration skills when hiring creative professionals, over creativity and attention to detail.

“Companies seek professionals who can help improve their online presence and interactions with customers and clients,” said Donna Farrugia, executive director of The Creative Group. “In many cases, there is a shortage of creative people with the right technical expertise and soft skills, making it difficult for employers to fill open jobs.”

Marketing and Advertising Specialties in Demand

When executives were asked in which areas they plan to add staff in the first part of 2013, account services ranked first, with 13 percent of the response, followed by social media and media services (each with 9 percent).

Marketing and advertising executives were asked, “In which of the following areas do you expect to hire in the first part of 2013?” Their responses:

Account Services: 13 percent
Social Media: 9 percent
Media Services: 9 percent
Brand/Product Management: 8 percent
Public Relations: 7 percent
Print Design/Production: 7 percent
Web Design/Production: 7 percent
Copywriting: 6 percent
Creative/Art Direction: 5 percent
Marketing Research: 5 percent
Mobile Applications Development: 5 percent
Interactive Media: 5 percent

(Note: Multiple responses were permitted.)

Skills Employers Seek

When considering applicants for creative roles, hiring managers seek more than just professionals with extensive technical skills. In fact, nearly four in 10 (39 percent) marketing and advertising executives said teamwork and collaboration skills are crucial.

Marketing and advertising executives were asked, “When hiring advertising/marketing professionals, which one of the following factors is most important to you?” Their responses:

Teamwork and collaboration skills: 39 percent
Creativity: 16 percent
Attention to Detail: 16 percent
Reliability: 14 percent
Drive: 10 percent
Don’t Know/No Answer: 5 percent

Farrugia noted, “More and more, design and marketing professionals are teaming up with colleagues across an organization to execute campaigns and brainstorm solutions for business problems. As such, the ability to relate to and work with people who have different backgrounds and experience levels is important for any creative professional.”

About the Survey

LINKS

About The Creative Group

Six Jobs Likely to See Above-Average Salary Gains in 2013

December 4, 2012

According to the recently released 2013 Salary Guides from Robert Half Technology and The Creative Group, several positions in the information technology (IT) and creative fields are likely to see above-average salary gains in the coming year. The increase in compensation levels is due to high demand for these professionals as organizations enhance their digital presence and boost investments in IT infrastructure.

“Salaries are rising for candidates who can help organizations leverage new technologies to increase efficiencies, gain business insights and produce superior customer experiences,” said John Reed, senior executive director of Robert Half Technology and The Creative Group. “In some cases, there’s a shortage of individuals available to fill these highly specialized positions, which is driving up starting compensation levels.”

Below are six hot design and technology jobs in 2013, along with their anticipated average starting salaries in 2013. (The salaries are U.S. national averages based on data published in the 2013 Salary Guides from Robert Half Technology and The Creative Group. Actual salary ranges may vary depending on location.)

Mobile applications developers: As companies strive to reach consumers on smartphones, tablets and other mobile devices, they need professionals who can develop for the small screen. Average starting salaries for mobile applications developers are expected to rise 9 percent, with compensation ranging from $92,750 to $133,500.

Interactive creative directors: As companies of all sizes add interactive roles, they seek professionals with superb leadership skills and digital expertise to manage these growing teams. Interactive creative directors can anticipate a 4.9 percent bump in base compensation, with average starting salaries ranging from $95,500 to $160,000.

Interaction designers: The best interaction designers step into the shoes of a company’s customers and maximize their online experiences. These professionals understand the connections between people and products. Those with one to five years of experience should see a gain of 4.9 percent, to between $52,250 and $77,500.

User experience (UX) designers: Since so much customer interaction happens online, companies are looking for workers who can create positive digital experiences. UX designers can expect a 4.8 percent salary increase, with starting compensation of $73,750 to $110,500.

Business intelligence analysts: These individuals assist firms in making critical business decisions by gathering and analyzing data to better target marketing efforts. Business intelligence analysts should see a gain of 7.3 percent, with starting salaries ranging from $94,250 to $132,500.

Network architects: These individuals provide the backbone of a company’s communication infrastructure. They assess business and applications requirements for corporate data and voice networks, making it possible for data to be shared. Network architects are forecast to receive a 7 percent starting salary boost, to between $102,250 and $146,500, on average.

More information about the positions listed above can be found in the Robert Half Technology 2013 Salary Guide, which includes a wide range of IT job descriptions, and The Creative Group 2013 Salary Guide, which focuses on interactive, design and marketing jobs.

LINKS

The Creative Group

The Creative Group 2013 Salary Guide

Robert Half Technology

Robert Half Technology 2013 Salary Guide