The Job Market for Creative, Marketing and Communications Professionals

Continued tight budgets within many marketing departments have prompted organizations to more carefully assess their staffing needs. As conditions in some industries begin to improve, companies that found they have cut too deeply to manage costs may be hiring to backfill certain positions and maintain productivity. A number of firms also are taking advantage of a larger pool of creative and marketing talent to bring in additional professionals who can help them take advantage of emerging opportunities.

Following are four trends affecting the employment environment for creative, marketing and communications professionals:

  1. Adjusting compensation. Tighter budgets and a greater supply of candidates have resulted in reduced starting compensation for many creative, marketing and communications positions. According to our 2010 Salary Guide, starting salaries are projected to decrease by an average of 0.3 percent next year.
  2. Increasing social media investment. According to a survey of chief marketing officers, brand awareness and brand building emerged as the top use for social media marketing, surpassing responses such as acquiring new customers and introducing new products and services. Currently, marketers spend 3.5 percent of their budget on social media, but that number is expected to grow to 6.1 percent over the next 12 months and 13.7 percent in the next five years. As such, professionals well-versed in social media tools will continue to be in demand.
  3. Using freelancers to fill gaps. Layoffs have become an unfortunate reality in organizations – from global firms to boutique agencies. As these businesses acquire new clients, they may lack the internal manpower to keep up with rising workloads, and will, in turn, increase the number of freelancers they use.
  4. Talent upgrades. Some companies are taking advantage of the larger pool of experienced candidates available and hiring to bring in a broader array of skill sets and expertise. This strategy leaves marketing departments and agencies better positioned for a time when business conditions improve.