2013 National Road Ahead Series - Marketing

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In February, Michael Page Marketing hosted breakfast briefings for clients in Melbourne, Sydney and Brisbane. As well as reviewing the market over the last 12 months, we discussed current employment trends across the Agency, FMCG & Consumer, Retail, Commerce, Public Sector & NFP, and Financial & Professional Services areas.

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2013 National Road Ahead Series - Marketing

  1. 1. NATIONALROAD AHEAD SERIES2013 Marketing Specialists in marketing recruitment www.michaelpage.com.auMarketing
  2. 2. Agenda The Australian Economy & Employment Market • Michael Page Marketing ANZ Coverage The “Expert” Economic Opinions • Michael Page Marketing Capability • Year in Review • The Recruitment Landscape • 2013 Salaries and Market Insight Video • Vertical Breakdown • Michael Page Market Research • Questions Specialists in marketing recruitment Specialists in financeFinance www.michaelpage.com.au www.michaelpage.com.auMarketing
  3. 3. Michael Page Marketing & Employment The Australian Economy - ANZ CoverageMarket The “Expert” Economic Opinions Pharmaceutical & Healthcare Specialists in marketing recruitment Specialists in financeFinance www.michaelpage.com.au www.michaelpage.com.auMarketing
  4. 4. Michael Page Marketing & Employment Market The Australian Economy - Capability at all levels The “Expert” Economic Opinions CMO/GM Marketing Marketing Director Head of Marketing/Product/ Insights Marketing Leadership Brand/Product Manager Communications Manager CRM Manager Marketing Manager Marketing Management Marketing Assistant Marketing Executive Communications Executive PR Executive Entry Level Marketing Specialists in marketing recruitment Specialists in financeFinance www.michaelpage.com.au www.michaelpage.com.auMarketing
  5. 5. Year in Review The Australian Economy & Employment Market• Continued uncertainty on a global scale across the European, UK and North American The “Expert” Economic Opinions markets.• H2 consumer and business confidence affected locally by the ongoing global backdrop.• NSW and Victoria consistent trading conditions with previous year.• Queensland and Western Australia affected more directly by Mining and Resources sector.• Unemployment rate continues to remain low versus other comparable markets globally.• Outlook for 2013 is uncertain given employment trends over the last quarter of 2012. Specialists in marketing recruitment Specialists in financeFinance www.michaelpage.com.au www.michaelpage.com.auMarketing
  6. 6. The Australian Economy & Employment Market Recruitment Landscape• Marketing professionals value up-skilling and career progression as the main The “Expert” Economic Opinions motivators to leave a role / business.• Top performers are still in demand on the open market and employers have adopted defensive strategies to retain their best people.• There has been an even split between permanent and contract hires.• Online and digital marketing professionals continue to be in high demand. Specialists in marketing recruitment Specialists in financeFinance www.michaelpage.com.au www.michaelpage.com.auMarketing
  7. 7. 2013 Salaries Economy & Employment The Australian& Market Insight Video Market The “Expert” Economic Opinions Specialists in marketing recruitment Specialists in financeFinance www.michaelpage.com.au www.michaelpage.com.auMarketing
  8. 8. Agency The Australian Economy & Employment Market 30%“Expert” Economic Opinions The 25%Job registrations Candidate registrations• Key recruitment area across media • Increased desire to move for role industry, in particular candidates progression and salary in agency with Direct Response, Digital Media sector. Planning and Buying. • Desire to bring digital and online talent• Advertising industry continued from overseas and only slight increase challenge of finding AM/SAM talent. in overseas registrations.• Increased need for freelancers and • Senior account service, strategy and short term assignments. digital user experience candidates still in highest demand.• Clients implementing retention strategies, strengthening culture and • Candidates keen to involved in clients providing unique benefits to retain who have a digital focus to their staff. strategy. Specialists in marketing recruitment Specialists in finance Finance www.michaelpage.com.au www.michaelpage.com.au Marketing
  9. 9. Pharmaceutical & Healthcare The Australian Economy & Employment Market 20% The “Expert” Economic Opinions 25%Job registrations Candidate registrations• Most healthcare clients are in • Candidate confidence in the market is conference and planning in Q1, expect increasing, lots of tentative looking and job flow to increase end of Q1. consultation.• Recruitment activity has been steady • Talented candidates will be involved in across Brand/Product Management. more than one process and will invariably end up with more than one offer to choose• Bio-tech, Clinical and Diagnostic from. roles increasing as more products are released to market. • Candidates decision process increasingly driven by interest in particular therapeutic• Clients placing heavier emphasis on the areas, e.g. Diabetes and Oncology. role digital plays leading to an increase in roles in this space. • Increase in local talent returning to Australia from overseas. Specialists in marketing recruitment Specialists in finance Finance www.michaelpage.com.au www.michaelpage.com.au Marketing
  10. 10. FMCG & Consumer 25% 40%Job registrations Candidate registrations• Steady increase in job flow. • Candidate confidence has dramatically increased.• Growth directly related to candidate confidence levels improving and talent • Quality has increased. moving on. • Candidates are being more specific with• Increase in demand for e-commerce job criteria, i.e. work life balance, career digital skillset – particularly in retail and prospects, adding to skillset rather than luxury. just salary.• Insights, Innovation and NPD roles are • Key motivators for registrations – a focus in FMCG in order to maintain confidence levels growing, new year – competitive advantage. new challenge, career progression.• Increase in senior management • Increase in number of candidates vacancies. returning from overseas. Specialists in marketing recruitment www.michaelpage.com.au Marketing
  11. 11. Retail The Australian Economy & Employment Market 30%“Expert” Economic Opinions The 10%Job registrations Candidate registrations• Digital and e-commerce continues to • Smaller organisations retaining become a key focus for retail clients individuals from a culture as they look to bring capability in perspective. house in order to challenge grey • Team sizes generally static and market importers and online retailers. hence a challenge for individuals• Increase in team leader/National looking to progress. Marketing Manager level vacancies • Skill shortage in digital, eDM, social – businesses look to increase media and ecommerce. strategic capability in order to drive competitive in store activations. • Potential to attract overseas talent in some areas.• Most roles sitting in food and fashion retail. • International talent coming to Australia. Specialists in marketing recruitment Specialists in finance Finance www.michaelpage.com.au www.michaelpage.com.au Marketing
  12. 12. Commerce The Australian Economy & Employment Market The “Expert” Economic Opinions 0% 20%Job registrations Candidate registrations• Consolidation across media, publishing • A candidate rich market area, however and entertainment has slowed job levels. skill shortages provide challenges for clients.• Leisure, travel and tourism remain stable and minimal growth experienced. • Continued interest from candidates to develop their skills and for companies• Skills in digital, ecommerce and to provide further training. partnership roles remain key skill shortages. • Skill shortages across digital and ecommerce continue to remain high• Senior talent being recruited into clients and are pushing up salary levels in to cover strategy, be very hands on and these areas. build marketing capability. Specialists in marketing recruitment Specialists in finance Finance www.michaelpage.com.au www.michaelpage.com.au Marketing
  13. 13. IT & T The Australian Economy & Employment Market 15%“Expert” Economic Opinions The 20%Job registrations Candidate registrations• 2012 seen major restructuring and cost • Restructures have resulted in an increased reduction across Telecommunications. number of high quality candidates on the market.• Starting to see new opportunities post- restructure and expect 2013 to offer • Uncertainty of restructures have further improved levels of opportunity. stimulated activity on the job market.• IT market been relatively flat. • Many candidates not received significant pay increases since pre-GFC.• Larger IT players have seen some restructuring but growth seen in the • Telco: Product and Online Marketing skill Cloud & Hosting space. sets in most demand.• APAC is seen though as a growth market • IT: Standalone lead generation focused for many global organisations. roles most prevalent. Specialists in marketing recruitment Specialists in finance Finance www.michaelpage.com.au www.michaelpage.com.au Marketing
  14. 14. Public Sector & NFP The Australian Economy & Employment Market 10%“Expert” Economic Opinions The 10%Job registrations Candidate registrations• Public Sector only just out of a • Increased volume due to redundancies protracted period of mass redundancies in Public Sector, without many tangible - adversely affected job volume. opportunities in which to place them.• Any remaining vacancies still required • Limited pay increases for consecutive to go to displaced candidates within years in NfP, mandatory minimum in Pub department, then broader State Sec. Government, only thereafter externally. • Lack of fluidity and movement in• In the NfP sector steady flow of jobs at organisations leads to cautious candidates. the junior to middle management levels. • Key job types are Web content and• Charities cautiously optimistic despite Publishing professionals in Public Sector, strain on fundraising in tighter economic Fundraising and Membership Engagement climate. roles and Copywriting skills in NfP. Specialists in marketing recruitment Specialists in finance Finance www.michaelpage.com.au www.michaelpage.com.au Marketing
  15. 15. Financial & Professional & Employment Market The Australian Economy Services 5% “Expert” Economic Opinions The 5%Job registrations Candidate registrations• Newly created roles and permanent • Increased number of returning candidates headcount remains under tight scrutiny, from sabbaticals / travel / maternity leave. but possible if business critical roles. • Integrated / TTL marketers increasingly• Retention and Utilisation skill sets in missing out to specialist marketers. demand for increasing engagement with • Average length of time between jobs customers on credit cards to improve has increased considerably even for the loyalty schemes, preserve renewals and strongest of candidates, often the more minimise attrition. senior managers.• Backfill recruitment is prevalent in the • Short supply of Digital Content Managers contracting space as clients will bring in / Producers, Online Campaign Managers short and long term cover for maternity and E-Commerce Managers skill sets. leave, long term sickness or internal secondments. Specialists in marketing recruitment Specialists in finance Finance www.michaelpage.com.au www.michaelpage.com.au Marketing
  16. 16. Digital The Australian Economy & Employment Market 30%“Expert” Economic Opinions The 40%Job registrations Candidate registrations• A continual increase in digital and • Challenge to find experienced ecommerce roles due to increased individuals due to length of time these market focus. channels have existed.• Key sectors include retail, financial • Potential to attract overseas talent. services, online businesses, sport, • Candidates looking to move from entertainment. agency into clients.• Client focus on ensuring consistent • Salaries are being defined by supply brand message across online. and demand.• Digital Roles in demand: SEO, PPC, eCommerce, User Experience, Social Media. Specialists in marketing recruitment Specialists in finance Finance www.michaelpage.com.au www.michaelpage.com.au Marketing
  17. 17. Michael Page Market Research The Australian Economy & Employment Market Staff Turnover The “Expert” Economic Opinions Employee Employer Employee turnover in the next 12 months Expected staff turnover in the next 12 months VERY LIKELY IT WILL INCREASE 52% 12% QUITE LIKELY IT WILL BE THE SAME 20% 55% NOT LIKELY IT WILL DECREASE 16% 23% UNSURE UNSURE 12% 10% Specialists in marketing recruitment Specialists in financeFinance www.michaelpage.com.au www.michaelpage.com.auMarketing
  18. 18. Michael Page Market Research The Australian Economy & Employment Market Market Outlook The “Expert” Economic Opinions Employee Employer Employee optimism in the job market Expected business conditions for 2013 IT WILL SIGNIFICANTLY IMPROVE THEY WILL IMPROVE 4% 19% IT WILL IMPROVE THEY WILL REMAIN STABLE 27% 65% IT WILL BE THE SAME THEY WILL DECLINE 52% 10% IT WILL BE WORSE UNSURE 15% 6% IT WILL BE FAR WORSE 2% Specialists in marketing recruitment Specialists in financeFinance www.michaelpage.com.au www.michaelpage.com.auMarketing
  19. 19. Michael Page Market Research The Australian Economy & Employment Market The “Expert”Business Concerns Personal & Economic Opinions Employee Employer Top five employee concerns Key business concerns for 2013 JOB SECURITY ACHIEVING BUSINESS GOALS WITHIN ALLOCATED BUDGET 32% 55% SALARY VS LIVING COSTS GLOBAL OUTLOOK 28% 18% DOMESTIC ECONOMIC DOWNTURN PEOPLE MANAGEMENT & ENGAGEMENT 17% 13% CHINA ECONOMIC SLOWDOWN STAYING AHEAD OF COMPETITORS 7% 9% EUROZONE DEBT CRISIS OTHER 4% 3% WAGES GROWTH & CPI INCREASE 2% Specialists in marketing recruitment Specialists in financeFinance www.michaelpage.com.au www.michaelpage.com.auMarketing
  20. 20. Michael Page Market Research The Australian Economy & Employment Market Attraction Strategies The “Expert” Economic Opinions Employee Employer What job seekers are looking for Attraction strategy most likely to be implemented SCOPE FOR CAREER PROGRESSION PROMOTE THE COMPANYS REPUTATION 27% 30% INCREASE IN SALARY COMPETITIVE SALARIES 17% 28% WORKPLACE FLEXIBILITY SCOPE FOR CAREER DEVELOPMENT 15% 26% MORE SENIORITY/PROMOTION FLEXIBLE WORKING OPTIONS 13% 12% LEARNING & DEVELOPMENT OTHER 10% 4% COMPANY BRAND AND REPUTATION 9% OTHER 6% POTENTIAL FOR OVERSEAS CAREER OPPORTUNITIES 3% Specialists in marketing recruitment Specialists in financeFinance www.michaelpage.com.au www.michaelpage.com.auMarketing
  21. 21. Michael Page Market Research The Australian Economy & Employment Market Retention Strategies The “Expert” Economic Opinions Employee Employer What will keep employees in their current role Retention strategy receiving most focus in 2013 FINANCIAL REWARD BASED ON PERFORMANCE TRAINING & CAREER DEVELOPMENT OPPORTUNITIES (SALARY INCREASE/BONUS) 36% 29% INITIATIVES TO IMPROVE COMPANY CULTURE ADDITIONAL CAREER DEVELOPMENT 24% SUPPORTED BY TRAINING PERFORMANCE BASED REWARDS 23% 18% LEADERSHIP/MOTIVATING MANAGER OFFER WORK-LIFE BALANCE OPTIONS 13% 11% WORKPLACE FLEXIBILITY 15% OTHER 6% COMPANY CULTURE INCREASE IN BASE PAY 16% 5% OVERSEAS CAREER OPPORTUNITIES 4% Specialists in marketing recruitment Specialists in financeFinance www.michaelpage.com.au www.michaelpage.com.auMarketing
  22. 22. Thank youQUESTIONS? Specialists in marketing recruitment www.michaelpage.com.auMarketing

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