Survey From The Creative Group Shows Most Demand for Web Design and Production Professionals
TORONTO, Dec. 21, 2011 /CNW/ – Twenty-one percent of executives interviewed for The Creative Group Hiring Index for Marketing and Advertising Professionals said they plan to add full-time staff in the next three months, and 6 percent forecast reductions in personnel. Most respondents, 68 percent, expect to make no changes to their current staffing levels.
The Canadian study was developed by The Creative Group, a specialized staffing service providing interactive, design and marketing professionals on a project and full-time basis, and conducted by an independent research firm. It is based on more than 250 telephone interviews — approximately 200 with marketing executives randomly selected from companies with 100 or more employees and 50 with advertising executives randomly selected from agencies with 20 or more employees.
– The net 15 percent of executives planning to hire in the first
a quarter of 2012 is up two points from the same time period last year
and down 11 points from the previous quarter.
– Fifty-four percent of respondents said it’s challenging to find
skilled creative professionals today, down five points from three
– Eighty-two percent of marketing and advertising executives are
confident in their companies’ growth prospects for the first quarter.
– Web design/production, public relations, and social media are the
specialties in greatest demand, according to executives interviewed.
“As more and more business communications are taking place online and via mobile devices, organizations seek talent with extensive digital and new media skills,” said Lara Dodo, a Canadian regional vice-president of The Creative Group. “Experienced web designers and developers, as well as professionals with proven success in creating innovative public relations and social media campaigns, are highly sought after by companies of all types and sizes.”
Marketing and Advertising Specialties in Demand
When executives were asked in which areas they plan to add staff, web design/production ranked first, with 29 percent of the response, followed by public relations and social media, each with 23 percent. Fifty-four percent of respondents said it’s challenging for their firms to find skilled creative professionals.
Marketing and advertising executives were asked, “In which of the following areas do you expect to hire in the first quarter of 2012?” Their responses:
Web design/production 29%
Public relations 23%
Social media 23%
Brand/product management 21%
Account services 20%
Interactive media 18%
Print design/production 17%
Mobile applications development 16%
Media services 14%
Marketing research 10%
Creative/art direction 9%
Note: Multiple responses permitted. Top responses were shown.
View the research highlights (http://creativegroup.mediaroom.com/file.php/285/TCG_1211_GRPH_HiringReport_CAN.jpg).
Perspectives on Business Growth
Marketing and advertising executives’ confidence in their ability to attract new business declined from last quarter: Eighty-two percent of those interviewed said they were somewhat or very confident in their firms’ prospects for growth in the first quarter, down from 95 percent three months ago.
About the Hiring Index
The Creative Group Hiring Index for Marketing and Advertising Professionals is based on more than 250 telephone interviews — approximately 200 with marketing executives randomly selected from companies with 100 or more employees and 50 with advertising executives randomly selected from agencies with 20 or more employees within Canada.
The interviews were conducted by an independent research firm. Information from the study is featured in the Robert Half Professional Employment Report (http://www.roberthalf.ca/per), launched last year and the first study of its kind to monitor the hiring environment for professional-level positions exclusively. Based on more than 1,000 telephone interviews with executives throughout Canada, it provides insight on employment trends to help businesses and job seekers prepare for the upcoming quarter. To see how hiring within the creative profession has changed since last quarter and how it compares to other sectors, please visit roberthalf.ca/per.
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 (http://ezine.creativegroup.com/), can be found at creativegroup.com.