KEEPING IT REAL - One in Four Entry-Level Job Applicants Have Unrealistic Career Expectations, The Creative Group Survey Shows

TORONTO, May 5 /CNW/ - All professionals aspire to land their dream jobs, but some new grads may be too starry-eyed when seeking their first post-college gig. Twenty-five per cent of advertising and marketing executives interviewed by The Creative Group said entry-level candidates have unrealistic career expectations. The survey results also suggest those who want to land a job should be prepared to ace the interview: 35 per cent of executives said this meeting carries the most weight when evaluating applicants for entry-level advertising or marketing roles.

The Canadian survey was developed by The Creative Group, a specialized staffing service providing interactive, design, marketing, advertising and public relations professionals on a project and full-time basis, and conducted by an independent research firm.

Advertising and marketing executives were asked, "In your opinion, how realistic or unrealistic are entry-level candidates' overall career expectations in terms of salary, job responsibilities, etc.?" Their responses:

    <<
    -------------------------------------------------------------------------
    Very realistic                                                       12%
    -------------------------------------------------------------------------
    Somewhat realistic                                                   57%
    -------------------------------------------------------------------------
    Somewhat unrealistic                                                 21%
    -------------------------------------------------------------------------
    Very unrealistic                                                      4%
    -------------------------------------------------------------------------
    Don't know/no answer                                                  6%
                                                                       ------
    -------------------------------------------------------------------------
                                                                        100%
    -------------------------------------------------------------------------
    >>

Advertising and marketing executives also were asked, "Which of the following do you consider most important when hiring an entry-level advertising or marketing professional?" Their responses:

    <<
    -------------------------------------------------------------------------
    Interview performance                                                35%
    -------------------------------------------------------------------------
    Resume                                                               28%
    -------------------------------------------------------------------------
    Portfolio                                                            15%
    -------------------------------------------------------------------------
    References                                                           12%
    -------------------------------------------------------------------------
    Social media presence (e.g., LinkedIn profile,
     Facebook or Twitter page)                                            3%
    -------------------------------------------------------------------------
    Experience                                                            2%
    -------------------------------------------------------------------------
    Other                                                                 1%
    -------------------------------------------------------------------------
    Don't know/no answer                                                  6%
                                                                     --------
    -------------------------------------------------------------------------
                                                                      102%*
    -------------------------------------------------------------------------
    * Responses do not total 100 per cent due to rounding.
    >>

"Researching average starting salaries and skills in demand can help first-time job seekers obtain a realistic sense of the job market in their area," said Lara Dodo, Canadian regional manager of The Creative Group. "Applicants who thoroughly prepare for employment interviews - by learning about the company and determining how their unique skills and background can benefit the firm - are in the best position to impress hiring managers and, ultimately, receive an offer."

About the Survey

The Canadian study was developed by The Creative Group 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.

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 information, including online job-hunting services, candidate portfolios and The Creative Group's award-winning career magazine, can be found at www.creativegroup.com.

SOURCE The Creative Group

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


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