Marketing and Advertising Executives Anticipate Increase in Fourth-Quarter Hiring

Survey From The Creative Group Shows Most Demand for Social Media Skills

TORONTO, Sept. 15 /CNW/ - The hiring of full-time creative and marketing professionals is expected to increase in the fourth quarter of 2011, according to the most recent The Creative Group Hiring Index for Marketing and Advertising Professionals. Twenty-seven per cent of executives interviewed said they plan to add full-time staff in the next three months, and 1 per cent forecast reductions in personnel. The resulting net 26 per cent of executives anticipating hiring is up five points from the third-quarter forecast.

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.

Key Findings

    <<
    -   The net 26 per cent of executives planning to hire is up five points
        from third-quarter projections.
    -   Fifty-nine per cent of executives said it's challenging to find
        skilled creative professionals today.
    -   Ninety-five per cent of marketing and advertising executives are
        confident in their companies' growth prospects for the fourth
        quarter.
    -   Social media, web design/production, public relations and account
        services, are the specialties in greatest demand, according to survey
        respondents.
    >>

"As creative teams take on more projects, employers are recognizing the need to bring in extra support to help with key projects or to access specialized skills," said Lara Dodo, a regional vice-president of The Creative Group in Canada. "Professionals with web design and social media expertise are in particularly strong demand among companies of all sizes and industries seeking to build their online presence."

Marketing and Advertising Specialties in Demand

When executives were asked in which areas they plan to add staff, social media ranked first, with 24 per cent of the response, followed by web design/production (23 per cent), public relations and account services, each cited at 22 per cent. Fifty-nine per cent of executives surveyed said it's challenging for their firms to find skilled creative professionals, down one point from the previous quarter's survey.

Marketing and advertising executives were asked, "In which of the following areas do you expect to hire in the fourth quarter of 2011?" Their responses:

    <<

        ------------------------------------------------
        Social media                           24%
        ------------------------------------------------
        Web design/production                  23%
        ------------------------------------------------
        Public relations                       22%
        ------------------------------------------------
        Account services                       22%
        ------------------------------------------------
        Marketing research                     21%
        ------------------------------------------------
        Brand/product management               20%
        ------------------------------------------------
        Print design/production                20%
        ------------------------------------------------
        Interactive media                      19%
        ------------------------------------------------
        Media services                         18%
        ------------------------------------------------
        Creative/art direction                 13%
        ------------------------------------------------
        Mobile applications development        11%
        ------------------------------------------------
        Copywriting                             9%
        ------------------------------------------------

           Note: Multiple responses permitted. Top responses shown.
    >>

Perspectives on Business Growth

Marketing and advertising executives' confidence in their ability to attract new business increased from last quarter: Ninety-five per cent of those interviewed said they were somewhat or very confident in their firms' prospects for growth in the fourth quarter.

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, 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, can be found at creativegroup.com.

SOURCE The Creative Group

For further information: Nadia Santoli, (416) 350-2330, nadia.santoli@rhi.com


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