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MORE MARKETING AND ADVERTISING EXECUTIVES EXPECT TO HIRE IN SECOND QUARTER

Survey From The Creative Group Shows Social Media Skills in Strongest Demand

MENLO PARK, CA -- 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.

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.

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%
  100%


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.

“Many firms have increased their digital marketing budgets in response to growing consumer demand for content and in an effort to build customer relationships,” said Donna Farrugia, executive director of The Creative Group. “Employers seek experienced professionals to develop engaging social media campaigns, as well as online video and advertising.”

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.

Chart: Intent to Hire

Chart: Challenge in Finding Skilled Candidates

Chart: Confidence in Business Growth

About The Creative Group Hiring Index for Marketing and Advertising Professionals
The Creative Group Hiring Index for Marketing and Advertising Professionals was conducted by an independent research firm and 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. It is conducted as part of the The Robert Half Professional Employment Report, which tracks hiring trends among professional occupations. More information about the Professional Employment Report is available at www.roberthalf.us/per.

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 creativegroup.com.


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