MENLO PARK, Calif. — Hiring in the creative and marketing fields is expected to remain strong in the first quarter of 2012, according to The Creative Group Hiring Index for Marketing and Advertising Professionals. Eighteen percent of executives interviewed said they plan to add full-time staff in the next three months, and 4 percent forecast reductions in personnel. Most respondents, 76 percent, expect to make no changes to their current staffing levels.
The national 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 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.
- The net 14 percent of executives planning to hire in the first quarter of 2012 is up 10 points from the same time period last year and down six points from the previous quarter.
- Forty-five percent of respondents said it’s challenging to find skilled creative professionals today, down 12 points from three months ago.
- Eighty-nine percent of marketing and advertising executives are confident in their companies’ growth prospects for the first quarter, unchanged from fourth-quarter 2011 projections.
- Account services, brand/product management and public relations are the specialties in greatest demand, according to respondents.
“Many companies are looking to refresh their branding to reflect new product and service offerings, as well as take their marketing campaigns to the next level in the year ahead,” said Donna Farrugia, executive director of The Creative Group. “Businesses also may have more budget dollars to invest with advertising and public relations agencies, driving demand for account services and PR professionals.”
Marketing and Advertising Specialties in Demand
When executives were asked in which areas they plan to add staff, account services ranked first, with 24 percent of the response, followed by brand/product management (21 percent) and public relations (17 percent). Forty-five 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:
|Mobile applications development||9%|
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 remained steady from last quarter: Eighty-nine percent of those interviewed said they were somewhat or very confident in their firms’ prospects for growth in the first quarter, unchanged 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, launched last year and 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.