Global Trend Report 2015: A highly positive outlook for marketing professionals
The Marketing discipline has been evolving rapidly over the past few years. The emphasis on digital platforms and understanding the customer through data analytics has resulted in a convergence between marketing and IT.
While this trend will continue, in recent months we have also seen more organisations recruiting into strategic marketing roles and in some regions there is also a skills shortage in traditional marketing communications.
Overall the outlook is very positive for 2015 – it is a good time to be in marketing!
INCREASING RECRUITMENT BUDGETS
While the talent pool for digital marketers has grown in recent years, the focus is now turning to CRM, where hiring organisations have found it challenging to identify candidates with the right skills and experience.
It is an advantage to be able to demonstrate some career stability.
Overall the situation for marketers is improving. Though the rate of growth in China has slowed relative to previous years, the outlook is positive for marketing-driven organisations. There is a shortage of talent at senior levels and recruitment budgets are increasing. Digital marketers, e-commerce and analytics specialists are currently very much in demand and we expect this trend to continue through 2015. There are also opportunities for marketing professionals early in their career as the talent shortage is forcing companies to train up less skilled professionals who show potential.
“Talent with a combination of agency and in-house experience is highly sought after for senior and assistant manager level roles both in-house and at service providers,” says Rio Goh, Manager of Morgan McKinley China.
“It is an advantage for candidates to be able to demonstrate some stability and commitment. Things have changed rapidly in China and whereas most people stay only two to three years in a role, a candidate who can demonstrate solid achievements at a company over a longer period will stand out,” he adds.
SALARIES & BENEFITS
Sales and marketing professionals staying in their current role will probably receive on average a 6-8%. Those moving to a new role can expect a 15-20% increase.