Hiring Projections Highlight In-Demand Creative Roles

Provided by The Creative Group

The creative sector continues to be a bright spot for hiring in a still-uncertain job market. According to The Creative Group’s latest Hiring Index for Marketing and Advertising Professionals, a net 14 percent of marketing and advertising executives interviewed said they plan to add full-time staff in the first three months of 2012, which is up 10 points from the same time period last year. Further, 89 percent of executives said they are confident in their companies’ growth prospects for the first quarter.

For those employers who are eager to boost staff levels, recruiting creative talent with the right skills remains difficult: Nearly half (45 percent) of advertising and marketing executives surveyed for the Hiring Index, said it’s challenging to find skilled creative professionals today. Why? Many companies are looking for people with very specific, high-demand skill sets, and these individuals may be reluctant to leave stable positions or are courting multiple offers.
So what specialty areas are hiring managers looking to fill? When advertising and marketing 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).

“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. “They also may have more budget dollars to invest with advertising and public relations agencies, driving demand for account services and PR professionals.”

Employers also are recruiting individuals for the following roles:
·    User experience (UX) designers – Demand remains strong for experienced UX designers who can create rich, intuitive online experiences that satisfy an organization’s unique customer needs.
·    Web designers/developers – As firms look to revamp the overall look and functionality of their corporate Web sites and social media pages, they seek professionals who can design appealing graphics that reinforce their brand’s overall look and feel, and develop and manage site architecture, functionality and data flow.
·    Online project managers – Individuals who can help plan, organize and execute multifaceted online projects are needed to help organizations build more integrated campaigns.
·    SEO/SEM specialists – Firms seek professionals who can optimize their online presence through link-building, content development, social media and vendor consulting.

Like the creative industry itself, the demand for certain skill sets is continually shifting. As such, it’s crucial to research employment trends, like those highlighted in the quarterly Hiring Index for Advertising and Marketing Professionals, on an ongoing basis. Not only will this help you identify “hot spots” in the market, but it will also help you map your next career or business move, whether it’s identifying a new skill to learn or candidate to watch out for when you get the green light to hire.

The Creative Group is a specialized staffing service placing interactive, design, marketing, advertising and public relations professionals with a variety of firms. For more information, visit www.creativegroup.com or contact the Seattle branch at 206-749-9046.

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