U.S. Advertising And Marketing Executives Reveal Hiring Plans Through Year-End

Thirteen percent of advertising and marketing executives surveyed plan to expand their teams in the second half of 2016, according to new research from staffing firm The Creative Group. This is up from 11 percent in the first half of the year.

Research from The Creative Group reveals U.S. advertising and marketing executives’ hiring plans for second half of 2016

The majority (59 percent) of respondents said they expect to maintain staff levels and hire primarily to fill vacated roles in the next six months. In addition, 20 percent of advertising executives and 10 percent of marketing executives anticipate increasing the number of freelance staff during the remainder of the year.

“Many companies are adding to their bench of marketing talent, particularly within the digital space,” said Diane Domeyer, executive director of The Creative Group. “Employers seek professionals who can help build their businesses’ online presence, support year-end campaigns and strategize for the future.”

Marketing and Advertising Specialties in Demand

When executives were asked in which areas they plan to add staff in the second half of 2016, they reported a range of specialties. Content marketing, brand/product management, digital marketing and web design/production topped the list (18 percent each).

Advertising and marketing executives were asked, “In which of the following areas do you expect to hire in the second half of 2016?” Their responses:

Recruiting Challenges

Forty-one percent of advertising and marketing executives said it is difficult to find skilled creative professionals today. Hiring managers at small advertising agencies (20-49 employees) and large advertising agencies (100+ employees) expect the greatest difficulty, with 50 percent of respondents in each group reporting it is somewhat or very challenging to find the talent they seek.

When asked which types of roles are most difficult to fill, the top responses were web design/production, customer experience and brand/product management.