Marketing and advertising executives anticipate increased hiring activity in the second quarter of 2011, according to The Creative Group Hiring Index for Marketing and Advertising Professionals. Twelve percent of executives interviewed said they plan to add full-time staff in the next three months, and 3 percent expect reductions in personnel. The resulting net 9 percent increase in hiring activity is up 5 points from the first-quarter forecast.
Marketing and advertising executives were asked, “Does your company or agency plan to increase or decrease the number of full-time marketing/advertising personnel on your staff during the second quarter of 2011?” Their responses:
Increase - 12%
Decrease - 3%
No change - 81%
Don't know - 4%
Marketing and Advertising Specialties in Demand
Social media expertise is in greatest demand, with 19 percent of marketing and advertising executives planning to add staff in this area. This was followed by media services (16 percent) and account services and brand/product management (tied at 14 percent). Thirty-nine percent of executives surveyed said it’s challenging for their firms to find skilled professionals, and 36 percent of respondents indicated they are concerned about losing top marketing or advertising performers to other job opportunities in the next year.
Marketing and advertising executives were asked, “In which of the following areas do you expect to hire in the second quarter of 2011?” Their responses:
Social media - 19%
Media services - 16%
Account services - 14%
Brand/product management - 14%
Web design/production - 13%
Interactive media - 12%
Public relations - 12%
Marketing research - 11%
Print design/production - 10%
Creative/art direction - 10%
Copywriting - 8%
Note: Multiple responses permitted. Top responses shown.
Perspectives on Business Growth
Marketing and advertising executives’ confidence in their ability to attract new business, while still strong, dipped slightly from last quarter: 84 percent of those interviewed said they were somewhat or very confident in their firms’ prospects for growth in the second quarter, down 9 points from three months ago.
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