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New Study Finds Significant Demand for Creatives and Social Media Professionals in Q1 2013


Key Findings

  • Nearly four in 10 (39 percent) marketing and advertising executives said it's challenging to find skilled creative professionals today. Hiring managers at midsize advertising agencies (50-99 employees) reported the greatest difficulty, with 61 percent of respondents saying it was somewhat or very challenging.

  • One-third (33 percent) of those surveyed said they are looking to fill design or marketing roles, with more advertising executives (51 percent) than marketing professionals (33 percent) on the hunt for creative talent. Midsize agencies, in particular, are expected to see the most hiring activity, with 62 percent of advertising executives reporting they plan to add staff.

  • Account services, social media and media services are the specialties in greatest demand.

  • Survey respondents said they most value teamwork and collaboration skills when hiring creative professionals, over creativity and attention to detail.

According to Donna Farruga, executive director of The Creative Group, companies are looking for staff in two specific areas, "Companies seek professionals who can help improve their online presence and interactions with customers and clients,In many cases, there is a shortage of creative people with the right technical expertise and soft skills, making it difficult for employers to fill open jobs."

Account Service, Media Services and Social Media Talent are Most in Demand"In which of the following areas do you expect to hire in the first part of 2013?

Account services

13%

Social media

9%

Media services

9%

Brand/product management

8%

Public relations

7%

Print design/production

7%

Web design/production

7%

Copywriting

6%

Creative/art direction

5%

Marketing research

5%

Mobile applications development

5%

Interactive media

5%

Note: Multiple responses permitted. Top responses shown.

Most Sought After Skills

Hiring managers indicated that when considering candidates for creative roles, they seek candidates with a combination of extensive technical skills and teamwork and collaborative skills. 39 percent of surveyed marketing and advertising executives cited teamwork and collaboration skills as crucial.

"
When hiring advertising/marketing professionals, which one of the following factors is most important to you?"

Teamwork and collaboration skills

39%

Creativity

16%

Attention to detail

16%

Reliability

14%

Drive

10%

Don't know/no answer

5%