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Net 11 Percent Of Marketing And Advertising Executives Anticipate Hiring In The Third Quarter: Executives See Rise in Recruiting Challenges, Survey Shows

Jun 12, 2012

MENLO PARK, Calif., June 12, 2012 /PRNewswire/ -- Fifteen percent of marketing and advertising executives plan to add full-time staff in the next three months, according to The Creative Group Hiring Index for Marketing and Advertising Professionals, and 4 percent forecast reductions in personnel. The resulting net 11 percent of executives anticipating hiring is up one point from the second-quarter forecast. In addition, more than half (51 percent) of those surveyed said it's challenging to find skilled creative professionals today, up 10 points from three months ago.

The Creative Group Hiring Index for Marketing and Advertising Professionals 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. Executives are asked whether their companies plan to increase or decrease the number of full-time marketing and advertising personnel on their staff during the coming quarter. The survey is conducted by an independent research firm and developed by The Creative Group, a specialized staffing service providing interactive, design and marketing professionals on a project and full-time basis.

Key Findings

  • The net 11 percent of executives planning to hire in the third quarter is up one point from the second-quarter 2012 forecast.
  • Fifty-one percent of survey respondents said it's challenging to find skilled creative professionals today, up 10 points from the previous quarter.
  • Social media, account services and web design/production are the specialties in greatest demand, according to marketing and advertising executives.
  • Eighty-nine percent of survey respondents report they are confident in their companies' growth prospects for the third quarter, down two points from the second-quarter projections.

"Investments in online projects and, in particular, social media initiatives continue to grow," said Donna Farrugia, executive director of The Creative Group. "Hiring managers at organizations of all sizes and in every industry seek professionals who can help develop and execute digital campaigns, and cultivate online communities. Agencies also are looking for account services professionals to help manage new and existing client relationships, as well as identify opportunities for growth."

Marketing and Advertising Specialties in Demand
When executives were asked in which areas they plan to add staff in the third quarter, social media, account services and web design/production ranked highest, each with 17 percent of the response. Fifty-one percent of respondents said it's challenging for their firms to find skilled creative professionals, up 10 points from the second-quarter forecast.

Marketing and advertising executives were asked, "In which of the following areas do you expect to hire in the third quarter of 2012?" Their responses:

Social media

17%

Account services

17%

Web design/production

17%

Brand/product management

16%

Media services

15%

Print design/production

15%

Interactive media

12%

Public relations

12%

Mobile applications development

12%

Marketing research

11%

Creative/art direction

10%

Copywriting

10%

Note: Multiple responses permitted. Top responses shown.

View the research highlights.

Perspectives on Business Growth
Marketing and advertising executives' confidence in their ability to attract new business dipped slightly from last quarter. Eighty-nine percent of those interviewed said they are somewhat or very confident in their firms' prospects for growth in the third quarter, down two points from three months ago.

About the Hiring Index
The Creative Group Hiring Index for Marketing and Advertising Professionals 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 within the United States. The interviews were conducted by an independent research firm.

Information from the study is featured in the Robert Half Professional Employment Report, which was launched in 2010 and is the first study of its kind to monitor the hiring environment for professional-level positions exclusively. Based on more than 4,000 telephone interviews with executives throughout the United States, 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.us/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: Alison Hau, +1-650-234-6277, alison.hau@creativegroup.com


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