U.S. ADVERTISING AND MARKETING EXECUTIVES REVEAL HIRING PLANS THROUGH YEAR-END

Research Shows Stable Hiring Environment for Creative Professionals

Jun 15, 2017

MENLO PARK, Calif., June 15, 2017 /PRNewswire/ -- The employment outlook for creative talent is expected to remain relatively steady in the second half of 2017, according to new research from staffing firm The Creative Group. Nine percent of advertising and marketing executives surveyed said they plan to expand their teams. The majority of respondents (64 percent) anticipate maintaining staff levels and hiring primarily to fill vacated roles.

Research from The Creative Group reveals U.S. advertising and marketing executives' hiring plans for second half of 2017

U.S. Hiring Climate for Creatives

July-Dec.
2017*

Jan.-June
2017

July-Dec.
2016

Expanding — adding new positions

9%

12%

13%

Maintaining — only filling vacated positions

64%

67%

59%

Freezing — not filling vacated or creating new positions

21%

20%

25%

Reducing — eliminating positions

4%

0%

3%

Don't know

0%

1%

0%

*Responses do not total 100 percent due to rounding.

View an infographic of the research highlights.

Marketing and Advertising Specialties in Demand
The executives surveyed who indicated they will add staff plan to do so in a range of areas in the second half of 2017, but positions in account services, mobile design and development, and marketing research topped the list.

Top Areas for Hiring*

Account services

24%

Mobile design/development

21%

Marketing research

21%

Public relations

20%

Social media

19%

Customer experience

18%

Web design/production

18%

Digital marketing

18%

Print design/production

18%

Brand/product management

17%

Interactive media

17%

Copywriting

16%

Media services

16%

Content marketing

15%

Creative/art direction

14%

*Multiple responses permitted. Top responses shown.


Recruiting Challenges Persist
Forty-five percent of advertising and marketing executives said it's challenging to find creative professionals today. Hiring managers at large advertising agencies (100 or more employees) expect the greatest difficulty, with 67 percent reporting it's somewhat or very challenging to identify the talent they seek. According to the survey, the hardest roles to fill are those in media services, customer experience and account services.

To overcome recruiting challenges, companies may be more apt to expand their search geographically. Forty-five percent of executives said they're now more willing to look outside their city or state to find the right person for a creative position than they were three years ago.

"Demand for digital content and services continues to grow, and companies struggle to find professionals well-versed in the latest platforms and strategies used to create unique and positive customer experiences," said Diane Domeyer, executive director of The Creative Group. "Given strong competition for these highly skilled individuals, employers need to take a proactive and streamlined hiring approach to secure top talent."

For tips on hiring creative professionals in a competitive market, visit The Creative Group Blog.

About the Research
The national study was developed by The Creative Group and conducted by an independent research firm. It is based on more than 400 telephone interviews — with approximately 200 marketing executives randomly selected from companies with 100 or more employees, and 200 advertising executives randomly selected from agencies with 20 or more employees.

About The Creative Group
The Creative Group (TCG) specializes in connecting interactive, design, marketing, advertising and public relations talent with the best companies on a project, contract-to-hire and full-time basis. For more information, including job-hunting services and candidate portfolios, visit roberthalf.com/creativegroup. Follow TCG's blog at roberthalf.com/creativegroup/blog for career and management advice.

For further information: Alison Strickland, (650) 234-6277, alison.strickland@creativegroup.com


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