EMR - Salary & Trend Report - 2014

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  • 1. SALARY & MARKET TREND REPORT 2014 Insider’s view of marketing recruitment Marketing | Communications | Digital emr.co.uk
  • 2. SALARY & MARKET TREND REPORT 2014 Insider’s view of marketing recruitment EMR RS 20 YEA MENT CRUIT LIST RE IA IN SPEC It gives me great pleasure to present the latest EMR Market Trend Report, exclusively for the marketing, communications and digital industries. With almost 1,500 professionals surveyed and commentary from seasoned industry experts, we provide an unrivalled insight into the key recruitment and business trends across the sector. I’m also delighted to announce that throughout 2014, EMR will be celebrating its 20 year anniversary. Over the past two decades, we’ve witnessed the evolution of the marketing, communications and more recently digital industries. As we now move into a more solid economic period, we anticipate an exciting time of growth, change and opportunity. Throughout the report we delve into career motivators, remuneration packages and people’s key drivers for changing roles. By highlighting the key trends and average salaries for more specialist roles and niche skill-sets, our 2014 report is the most comprehensive and useful to date. So whether you’re an employer looking to hire or a marketing professional looking to develop your career, the information presented in the report will provide you with invaluable assistance. We hope you find the information and results useful. Simon Bassett Managing Director +44 (0)207 850 6200 simon.bassett@emr.co.uk uk.linkedin.com/in/simontbassett www.emr.co.uk +44 (0)207 850 6200 @EMRrecruitment Marketing & Communications Forum 2
  • 3. CONTENTS 1. RESPONDENT’S PROFILE...................... 4 Gender.................................... 5 Age ........................................ 5 Experience.............................. 5 Employment............................ 5 Qualifications........................... 5 Sector..................................... 6 Specialism............................... 6 Location.................................. 7 Time in role.............................. 7 Position................................... 8 Social media............................ 9 2. CURRENT MARKET.................... 10 Headcount............................ 12 Size of company.................... 13 Working hours....................... 13 Job security........................... 14 Job satisfaction..................... 14 Career drivers........................ 15 Job search channels............. 15 Benefits................................. 17 Salaries ................................ 19 Bonuses................................ 21 3. UNEMPLOYMENT..... 24 Location................................ 25 Position................................. 25 Sector................................... 26 Specialism............................. 26 Job search............................ 27 4. MARKETING SECTOR INSIGHT..................... 30 Introduction........................... 31 Permanent salaries................ 32 Interim & contract rates.......... 34 Marketing bonuses ............... 36 Business services.................. 37 I nsurance & B2C financial services................. 39 I nvestments & B2B financial services................. 41 Professional services............. 43 Energy & utilities.................... 45 Consumer brands.................. 47 T  echnology, media & telecommunications......... 49 Charity & education............... 51 Regions: Leeds...................... 53 Interim & contracts................ 55 5. COMMUNICATIONS SECTOR INSIGHT..... 58 Introduction........................... 59 Permanent salaries................ 60 Interim & contract rates.......... 61 Communications bonuses .... 62 Permanent | Communications................. 63 Interim | Communications...... 65 6. DIGITAL SECTOR INSIGHT..................... 68 Introduction........................... 69 Permanent salaries................ 70 Interim & contract rates.......... 72 Digital bonuses ..................... 73 Permanent | Digital................. 74 Interim | Digital....................... 76 7. FUTURE MARKET (EXPECTATIONS)...... 80 Market & economic outlook............ 81 International .......................... 83 Salary expectations............... 84 METHODOLOGY Between 16 August and 30 August 2013, EMR conducted an online survey focused on the demographics, length of employment, working week, job security, career motivators, department changes, job search channels, reward and bonus trends of UK marketing, communications and digital professionals. www.emr.co.uk +44 (0)207 850 6200 This report is based on findings received from 1,330 respondents who completed the survey, sector specific market insight from our experienced practice leaders based in EMR’s London and Leeds offices and EMR’s extensive database as the UK’s leading marketing, communications and digital recruitment specialist. @EMRrecruitment Marketing & Communications Forum 3
  • 4. RESPONDENT’S PROFILE Gender................................................................5 Age ....................................................................5 Experience..........................................................5 Employment........................................................5 Qualifications.......................................................5 Sector.................................................................6 Specialism...........................................................6 Location..............................................................7 Time in role..........................................................7 Position...............................................................8 Social media........................................................9
  • 5. Respondent profile RESPONDENT’S PROFILE 1330 respondents took part in this year’s survey. GENDER AGE 63% of respondents this year were female. 26% <20 years 50% 18% 5% 1% 20-29 years 0% 30-39 years 40-49 years 50-59 years >60 years QUALIFICATIONS EXPERIENCE 1% <1 year 10% 1-3 years 23% 4-6 years 77% Degree 26% 7-10 years 53% 23% A Levels 11-15 years 9% 16-20 years 5% 21-25 years 3% >25 years 30% CIM 18% Diploma EMPLOYMENT 17% 3% Postgraduate 4% Unemployed Freelance / Temporary / Interim 16% 8% MBA Masters 7% Contract 85% 3% 4% CAM Employed www.emr.co.uk +44 (0)207 850 6200 @EMRrecruitment IDM Marketing & Communications Forum 5
  • 6. Respondent profile SECTOR SPECIALISM 15% Finance, Banking & Insurance 13% Professional Services 10% Business Services & B2B 48% General Marketing 29% Brand Management 29% Digital & Online (incl. social media, PPC, SEO and UX) 9% IT & Telecommunications 22% Direct Marketing 7% Media 19% Business Development 6% Consumer Goods 6% Retail 5% Creative & Agency 5% FMCG 5% 19% Corporate Communications / PR 17% Events / Sponsorship 17% Internal Communications 16% CRM / Segmentation Leisure & Travel 3% 13% Creative Construction & Property 3% Education 3% Not for Profit 13% Product Management 12% Account Management 2% 11% 1% 5% Pharmaceuticals & Health Energy & Utilities 1% Public Sector Research & Analysis Category / Trade Management 2% Investor Relations 6% www.emr.co.uk +44 (0)207 850 6200 5% Other Other @EMRrecruitment Marketing & Communications Forum 6
  • 7. Respondent profile RESPONDENT’S PROFILE LOCATION 51% 2% 14% 3% 11% 2% 7% 1% 4% 1% 3% 1% Other London (Central) South West London (Greater) East Anglia South East Ireland (Republic) Midlands Scotland Yorkshire & Humberside North East North West TIME IN ROLE HOW LONG HAVE YOU BEEN IN YOUR CURRENT ROLE? 8% <2 months 7% 2-3 months 11% 3-6 months 9% 6-9 months 10% 9-12 months 25% 1-2 years 15% 2-3 years 10% 3-5 years 5% 5-10 years 0% >10 years I S YOUR CURRENT ROLE IN A DIFFERENT INDUSTRY TO YOUR PREVIOUS ROLE? 28% No 21% No, but I’d be open to change industries in the future www.emr.co.uk +44 (0)207 850 6200 47% Yes 4% Yes, but I would have preferred not to change @EMRrecruitment 49% of professionals remain in the same sector when moving to new roles whilst 47% move to new industries. Marketing & Communications Forum 7
  • 8. Respondent profile POSITION 89% 11% of respondents work predominantly in-house. of respondents work predominantly in agencies. IN-HOUSE AGENCY 11% 18% Group Account Director Director 15% 19% Head of Account Director 19% 15% Senior Manager Senior Account Manager 35% Manager 18% 14% Account Manager Executive 4% 4% Assistant / Coordinator / Officer Account Executive 0% 2% Graduate Assistant 1% Overall % Consultant /  Freelancer % of female 0% Analyst % of male 1% 1% Graduate 23% Other Other Despite a higher percentage of females (63%) within the marketing, communications and digital sector a higher percentage of men reach the senior level positions. 18% of males reach Director level compared to just 7% of women, a difference of 11%. www.emr.co.uk 10% more males at Head of Marketing level compared to their female counterparts. Slightly more males (21%) reach Group Account Director compared to females (15%). More females (39%) at Manager level compared to males (28%), a percentage difference of 11%. +44 (0)207 850 6200 @EMRrecruitment On the whole, males and females are evenly represented at all levels within Agencies. Marketing & Communications Forum 8
  • 9. Respondent profile SOCIAL MEDIA Facebook and LinkedIn are the top most used social media channels by marketing professionals and businesses with 85% and 84% respectively indicating they actively use these sites a minimum of once per week. 52% of marketers are using Twitter to connect with their target audience. 85% Facebook ON WHICH SOCIAL MEDIA CHANNEL ARE YOU AN *ACTIVE* CONTRIBUTOR / USER (meaning you check / update your account at least once a week)? 2% 84% Linkedin 9% 14% 16% 21% 52% Twitter FOR WHAT REASON(S) DO YOU USE SOCIAL MEDIA CHANNELS? 81% BUSINESS Personal only 44% 41% To raise brand identity 29% To raise our employer brand / careers profile 27% To engage with clients 19% To drive sales / conversion 10% www.emr.co.uk To engage with customers / consumers To manage customer service queries +44 (0)207 850 6200 @EMRrecruitment Aside from personal use, engaging with customers and raising brand identity are the core purposes respondents and businesses utilise social media. Marketing & Communications Forum 9
  • 10. CURRENT MARKET Headcount........................................................12 Size of company................................................13 Working hours...................................................13 Job security.......................................................14 Job satisfaction.................................................14 Career drivers....................................................15 Job search channels.........................................15 Benefits.............................................................17 Salaries ............................................................19 Bonuses............................................................21
  • 11. INTRODUCTION Current market With growing confidence in the economy and jobs market there has certainly been a shift in attitude across the marketing industry over the last 12 months. At EMR we have witnessed a marked change in optimism levels from both employers and job seekers. As a result, hiring activity has ramped up and more professionals are now actively seeking new opportunities and challenges. Respondent feedback shows ‘satisfaction’ amongst marketing, communications and digital professionals has also significantly increased over the year. Clearly market confidence and a general sense of their being less doom and gloom has had a huge impact on sentiment, but businesses are also investing more in employee engagement tactics to enhance talent retention, which has a subsequent effect on ‘satisfaction’ levels too. Naturally, another important element in increased satisfaction is the rise in salaries and bonuses. According to survey responses, the vast majority of marketing, communications and digital professionals received a pay increase and bonus in the last year. Furthermore, with the market www.emr.co.uk +44 (0)207 850 6200 now looking more positive for the year ahead, many professionals anticipate further raises in their remuneration package, raising levels of satisfaction and optimism. The desire for an improved work-life balance is of growing importance to the modern marketer, with a marked increase in professionals who deem flexible working to be a key employee benefit. By providing more flexible working options including home working, flexi-time and job sharing, businesses are going some way to increasing staff retention and attracting new talent. From a gender perspective there is a clear misrepresentation of females within senior marketing, communications and digital positions. Whilst the vast majority of marketers (63%) are female, a higher percentage of males are making it to the top positions. Furthermore, this gender imbalance is also reflected across industry salaries, where slightly more males received a pay rise year-on-year when compared to their female counterparts. @EMRrecruitment Marketing & Communications Forum 11
  • 12. CURRENT MARKET HEADCOUNT 45% 29% 0-5 people 12% 6-10 people 11-15 people HOW HAS THE NUMBER OF STAFF IN YOUR TEAM CHANGED OVER THE PAST 12 MONTHS? 43% Increased 18% Decreased 34% TOP 3 REASONS FOR INCREASE IN HEADCOUNT: C  ompany growth and new business I ncreased workload T  eam restructure +44 (0)207 850 6200 3% 21-30 people 6% 30+ people 36% Increase 8% Decrease 44% 12% Unsure Unsure www.emr.co.uk 16-20 people No change 5% 22% of respondents from large organisations have seen decreases in headcount over the year, compared to just 10% of respondents from small organisations. 5% HOW DO YOU ANTICIPATE THE NUMBER OF STAFF IN YOUR TEAM CHANGING OVER THE NEXT 12 MONTHS? No change Marketing teams continue to grow as over 40% of respondents witnessed a year-on-year increase in headcount. On the whole marketing teams remain relatively small with the majority between 0-5 people. TOP 3 REASONS FOR DECREASE IN HEADCOUNT: R  estructuring and downsizing of team R  edundancies and budget cuts H  eadcount not replaced following leavers @EMRrecruitment Over one third of respondents expect to see an increase in team size over the next 12 months and only 8% expect to see a decrease. 41% of respondents within small and medium size businesses expect to see headcount increase over the coming 12 months. Marketing & Communications Forum 12 Current market HOW MANY PEOPLE ARE CURRENTLY IN YOUR TEAM?
  • 13. C CURRENT MARKET 20 YEA RS TING RA EB L E 1994 SIZE OF COMPANY 18% T Micro / small (1–49 employees) Current market founded to EMR was e consultativ provide a rketing to ma approach in the itment with recru tor. FMCG sec 21% IN Medium (50–249 employees) 61% SP ECI A LIS T U RECR IT M EN Large (250+ employees) WORKING HOURS ON AVERAGE HOW MANY HOURS A WEEK DO YOU WORK? 0% <10 hours 1% 10-20 hours 2% 20-30 hours 43% of marketing, communications and digital professionals are working more than 45 hours per week. 3% 30-35 hours 51% 25-45 hours 29% 45-50 hours 54% of male respondants reported working over 45 hours per week (up 3% year-on-year), compared to 37% of females (up 2% year-on-year). 11% 50-60 hours 3% > 60 hours HOW HAS THE NUMBER OF HOURS YOU WORKED CHANGED IN THE LAST 12 MONTHS? 31% Increased www.emr.co.uk 13% Decreased +44 (0)207 850 6200 56% No change @EMRrecruitment Over 30% of respondents are working more hours per week than they were 12 months ago, compared to two thirds working either the same or fewer hours per week. Marketing & Communications Forum 13
  • 14. JOB SECURITY 5% Very insecure 13% Somewhat insecure Current market On the whole job security has dropped 4% over the year, with 61% of respondents feeling either somewhat or very secure compared to 65% in 2012. HOW SECURE ARE YOU IN YOUR CURRENT JOB? 21% Neutral Female respondents indicated they felt slightly more secure in their current jobs compared to their male counterparts, a difference of 2%. 43% Somewhat secure 18% Very secure JOB SATISFACTION HOW SATISFIED ARE YOU WITH YOUR CURRENT JOB? 23% Neutral 12% Very satisfied 6% Very dissatisfied 18% Dissatisfied 42% Satisfied 3% more female respondents were either satisfied or very satisfied with their current job compared to male counterparts. www.emr.co.uk +44 (0)207 850 6200 54% of professionals feel either satisfied or very satisfied with their current job, a year-on-year rise of 5%. @EMRrecruitment Marketing & Communications Forum 14
  • 15. CURRENT MARKET CAREER DRIVERS Current market PLEASE IDENTIFY THE CLOSEST REASON(S) AS TO WHY YOU LEFT YOUR LAST POSITION (choose up to three): 42% New challenge / more interesting work 35% Higher salary 33% 9% Other 9% Improved benefits package Enhanced career prospects 21% More responsibility 8% Job security 16% Redundancy 7% Relocation 16% 7% 11% Better work-life balance Better location / easier commute 10% Contract expired 11% of male respondents identified an increase in bonus as a key motivator in moving jobs compared to just 5% of females. Better training 5% Travelling Career change 10% 5% Improved bonus potential 8% Job too stressful Males were more driven to move jobs for higher salaries than females, with 38% of men selecting this as a key driver compared to 33% of women. JOB SEARCH CHANNELS Redundancy was slightly higher in males, with 20% highlighting this as the reason for moving jobs compared to 14% of females. 5% 7-9 months HOW LONG DID IT TAKE FOR YOU TO FIND YOUR CURRENT POSITION? 4% 10-12 months 1% Over 2 years 39% 1-3 months 2% Over two thirds of respondents took between zero and three months to find their current position. www.emr.co.uk +44 (0)207 850 6200 1-2 years 32% 18% 4-6 months Up to 1 month @EMRrecruitment Marketing & Communications Forum 15
  • 16. JOB SEARCH CHANNELS HOW DID YOU FIND YOUR CURRENT POSITION? Recruitment consultancy / headhunter Current market WOULD YOU RECOMMEND YOUR CURRENT EMPLOYER TO A FRIEND? 43% 78% Yes 15% Advertising (online) 22% No 11% Direct approach 11% Personal contact 7% Internal promotion 6% 3% Social Network 3% Other 2% Professional network Over 40% of respondents used either a recruitment consultancy or headhunter to find their current position. Advertising (print) Despite the rise in online professional networking sites, such as LinkedIn, only 9% of respondents found their current position through either their social or professional network. 74% WHICH OF THESE CHANNELS DO YOU CONSIDER MOST VALUABLE WHEN SEEKING A NEW ROLE? (choose up to three) Recruitment consultancies / headhunters 67% LinkedIn 51% Word of mouth / personal referrals / internal contact 29% Marketing Week Recruitment consultancies and headhunters are still deemed to be the most valuable channel for finding jobs. 21% Brand Republic 15% Reed 5% Word of mouth and personal referrals remain a very common method for seeking new opportunities. 12% National Press Monster 4% eConsultancy 4% Twitter 11% more professionals are using LinkedIn to search for jobs compared to the previous year. www.emr.co.uk +44 (0)207 850 6200 1% Facebook 12% Only Marketing Jobs 8% Marketing Magazine 7% Other 1% 6% New Media Age Trade Press @EMRrecruitment Marketing & Communications Forum 16
  • 17. CURRENT MARKET BENEFITS Current market WHICH OF THESE BENEFITS ARE INCLUDED IN YOUR CURRENT PACKAGE? (select all that apply) 77% 25 days holiday or more 57% Annual bonus scheme 26% Car or car allowance 33% Flexible benefits (choosing from a range of options) 35% Flexible working (home working / flexitime) 68% Company pension scheme 51% Insurance (PMI / death in service / life insurance) 0% Mortgage relief 19% Share incentive / EMI scheme /  option scheme 6% Sabbatical 29% 25 days holiday or more remains the most common workplace benefit, up 2% over the year. 7% more businesses are providing flexible working benefits as part of their package compared to last year. www.emr.co.uk Season ticket loan 13% Daily subsidised or free meals 13% Leisure facilities 21% Childcare arrangement / vouchers 15% Travel benefits / allowances 59% Mobile phone / Blackberry / PDA +44 (0)207 850 6200 5% Other @EMRrecruitment 8% N/A (don’t receive benefits) Marketing & Communications Forum 17
  • 18. BENEFITS 5% 16% Dissatisfied 30% Neutral 42% Satisfied 7% 49% of respondents indicated they were either satisfied or highly satisfied with their current benefits package, a 2% increase year-on-year. Highly dissatisfied Highly satisfied Current market HOW SATISFIED ARE YOU WITH YOUR CURRENT BENEFITS PACKAGE? PLEASE INDICATE HOW IMPORTANT EACH OF THE FOLLOWING EMPLOYEE BENEFITS WOULD BE TO YOU, WHEN CONSIDERING A NEW ROLE. 4 Vital 3 2 Very important Quite important 1 Not important 25 days holiday or more 3.31 Annual bonus scheme 2.85 Car or car allowance 1.83 Flexible benefits (choosing from a range of options) 2.16 Flexible working (home working / flexitime) 2.58 3.02 Company pension scheme Insurance (PMI / death in service /  life insurance) 2.46 Share incentive / EMI scheme / option scheme 1.86 1.43 Mortgage relief Sabbatical 1.59 Season ticket loan 1.63 1.42 1.59 Daily subsidised or free meals Leisure facilities Childcare arrangement / vouchers 1.65 Travel benefits / allowances 1.99 Mobile phone / Blackberry / PDA 2.48 25 days holiday remains the most important benefit for marketing, communications and digital professionals followed by company pension, annual bonus scheme and flexible working. www.emr.co.uk +44 (0)207 850 6200 @EMRrecruitment Marketing & Communications Forum 18
  • 19. CURRENT MARKET SALARIES | PERMANENT WHAT IS YOUR CURRENT BASIC OR PRO RATA SALARY IN POUND STERLING? Current market 1% 11% Less than £20,000 £20,000 £29,000 23% £30,000 £39,000 22% £40,000 £49,000 13% £50,000 £59,000 10% 12% 7% £60,000 £70,000 £90,000 £69,000 £89,000 £129,000 0% 0% £130,000 £160,000 £159,000 £200,000 More than £200,000 6% HOW SATISFIED ARE YOU WITH YOUR CURRENT REMUNERATION? 48% of permanent professionals were either satisfied or very satisfied with their current remuneration, a 7% increase year-on-year. 1% Very satisfied 24% Neutral The majority (62%) of marketing, communications and digital professionals received a pay increase at their last review. 42% Satisfied 4% more males received a salary increase over the year compared to their female counterparts. WHEN WAS YOUR LAST PAY REVIEW? 4% 24% Very dissatisfied Dissatisfied WHAT WAS THE OUTCOME OF YOUR LAST PAY REVIEW? Less than 6 months ago 44% 6-12 months ago 27% Pay increase 62% 18% N / A Over 12 months ago 12% N / A 20% No change www.emr.co.uk +44 (0)207 850 6200 17% Pay decrease 1% @EMRrecruitment Marketing & Communications Forum 19
  • 20. C C ING 20 YEARS AT BR E EL G 20 YEARS TIN RA EB EL 1996 th within tial grow d exponen Due to expande rket, we MCG ma rvices, e the F inancial S ng into F and our offeri ainment Entert Leisure, . arkets Agency m SALARIES | TEMP / INTERIM / FREELANCE WHAT IS YOUR CURRENT BASIC DAY RATE? T N T N IN Less than £150 C I A LIS T R E C R M E ING 20 YEARS AT BR E E 16% L 32% 16% £150 £300 £500 £300 £500 £750 IN 14% C 20% SPE T UI Current market (Please calculate accordingly if paid hourly) £750 £1000 2% £1000 £1250 0% £1250 £1500 0% £1500 £1750 SPE C I A LIS T R 0% £1750 £2000 U ECR IT M E 0% More than £2000 9% HOW SATISFIED ARE YOU WITH YOUR CURRENT REMUNERATION? N T Very satisfied IN SPE 50% of temp / interim / freelanceIST RECRU CIAL respondents were either satisfied or very satisfied with their remuneration. IT M E 30% Over the last 12 months there has been a 7% drop in respondents who are dissatisfied with their remuneration. WHEN WAS YOUR LAST PAY REVIEW? Neutral 7% Very dissatisfied 13% Dissatisfied HOW ARE YOU CURRENTLY PAID? Limited 55% company 61% N / A 41% Satisfied Less than 6 months ago 14% 30% PAYE Over 12 months ago 14% 14% Other 6-12 months ago 11% www.emr.co.uk +44 (0)207 850 6200 @EMRrecruitment Marketing & Communications Forum 20
  • 21. CURRENT MARKET BONUSES 56% 44% Yes 14% No 86% No Yes PERMANENT & CONTRACT Current market DID YOU RECEIVE A BONUS IN THE MOST RECENT FINANCIAL YEAR? TEMP / INTERIM / FREELANCE The number of permanent professionals who received a bonus increased 2% year-on-year. 3% more temp / interim / freelance professionals received a bonus compared to last year. BONUSES OVERALL (PERM & INTERIM) 54% 46% Yes 53% No 6% 23% 7% 21% www.emr.co.uk 2012-2013 Very dissatisfied 44% of respondents were either satisfied or very satisfied with their level of bonus, up 1% from the previous year. No 2012 - 2013 2013 - 2014 2013 - 2014 HOW WOULD YOU ASSESS YOUR LEVEL OF SATISFACTION WITH YOUR MOST RECENT BONUS? 47% Yes Very dissatisfied +44 (0)207 850 6200 Dissatisfied Dissatisfied @EMRrecruitment 27% 39% 5% 29% 35% 8% Neutral Neutral Satisfied Satisfied Very satisfied Very satisfied Marketing & Communications Forum 21
  • 22. BONUSES HOW DID THIS DIFFER FROM YOUR BONUS LAST YEAR? 6% Significantly increased 28% Increased 46% 49% <10% 12% 1% 20% - 29% 1% 40% - 49% 0% 60% - 69% 80% - 89% 1% >100% No change 16% Decreased 32% 3% 1% 0% 0% 10% - 19% 30% - 39% 50% - 59% 70% - 79% 90% - 100% 5% Significantly decreased More respondents (11%) received a bonus during the last financial year compared to the previous year. Almost 50% of respondents received a bonus of between zero and ten per cent over the last 12 months. 36% AS A PERCENTAGE OF YOUR BASIC SALARY, WHAT DO YOU EXPECT YOUR NEXT ANNUAL BONUS TO BE? 10% - 20% 3% 30% - 40% 1% 50% - 60% 43% 1% 70% - 85% 13% 0% - 10% 20% - 30% 1% 40% - 50% 1% 60% - 70% 0% 1% 85% - 100% 79% of marketing, communications and digital professionals expect their next bonus to be between zero and twenty per cent of their basic salary. More than 100% www.emr.co.uk +44 (0)207 850 6200 @EMRrecruitment Marketing & Communications Forum 22 Current market AS A PERCENTAGE OF YOUR BASIC SALARY, WHAT LEVEL WAS YOUR LAST ANNUAL BONUS?
  • 23. WHAT OUR CLIENTS SAID CHALLENGES Over the past 12 months what challenges have you faced in hiring marketing, comms and digital experts? Current market Like • Comment “The difficulty has been finding individuals with more than just the marketing toolkit and with the ability to position themselves in a plurifunctional team, be it in the UK or internationally.” Just now “The marketing landscape continues to evolve. The need to recruit candidates who are digitally orientated has never been more important in order to keep brands relevant. The days of compartmentalising skills in to one discipline are long gone.” 2h ago “Finding people with cross disciplinary expertise e.g. search, website, social, display who are also use to running a sizable piece of business has been a challenge.” 3h ago “The market is still flush with candidates, but those with the right skill mix are rare. Candidates with expertise across multiple disciplines with a dash of creativity - remain hard fought over.” 3h ago “Finding good customer marketing managers and digital managers who have broad skill-sets and are willing to learn new disciplines has been a major challenge. We often get candidates who are very silo’d in their thinking and experience.” 4h ago “The key challenges are the availability of the right skills, talent and mobility. On skills, particularly digital, we're able to find professionals with ‘home grown’ skills but they are not that easy to transfer to another company. Within digital there is a real talent gap and on mobility a number of our roles are globally facing and require 2-3 weeks per month out of the UK on projects (if not longer) and it’s hard to find people willing to sign up to this long term.” 4h ago Leave your comments in the Marketing & Communications Forum on Linkedin www.emr.co.uk +44 (0)207 850 6200 @EMRrecruitment Marketing & Communications Forum 23
  • 24. UNEMPLOYMENT Location............................................................25 Position.............................................................25 Sector...............................................................26 Specialism.........................................................26 Job search........................................................27
  • 25. UNEMPLOYMENT LOCATION WHICH OF THESE LOCATIONS DO YOU LIVE CLOSEST TO? 33% 3% 25% 3% London (Central) Unemployment South East East Anglia Wales 17% 3% 14% 2% London (Greater) Midlands Yorkshire & Humberside Other POSITION WHICH OF THE FOLLOWING BEST DESCRIBES YOUR MOST RECENT POSITION TYPE? 5% increase in the number of ‘Head of Departments’ who are currently unemployed, up from 23% in 2012. www.emr.co.uk +44 (0)207 850 6200 11% 28% Director Head of 22% 19% Senior Manager Manager @EMRrecruitment 11% Executive 3% 6% Assistant / Graduate Coordinator /  Officer Marketing & Communications Forum 25
  • 26. SECTOR SPECIALISM IN WHICH SECTOR DID YOU MOST RECENTLY WORK? WHAT BEST DESCRIBES YOUR SPECIALISM? 25% Finance, Banking & Insurance 25% IT & Telecommunications 8% Business Services & B2B 6% Creative & Agency 6% FMCG 6% Not for Profit General Marketing 53% Brand Management 36% Direct Marketing Unemployment 6% Consumer Goods 56% 36% Corporate Communications / PR 28% CRM / Segmentation 28% Digital & Online (incl. social media, PPC, SEO and UX) 25% Internal Communications 6% 25% Retail Product Management 3% 22% Construction & Property 3% Education 3% Media 3% Pharmaceuticals & Health Business Development 22% Events / Sponsorship 11% Research & Analysis 8% Account Management 8% Category / Trade Management Half of all unemployed respondents were from either the Finance, Banking & Insurance sector or the IT and Telecommunications industry. www.emr.co.uk +44 (0)207 850 6200 8% Creative 3% Investor Relations @EMRrecruitment Marketing & Communications Forum 26
  • 27. UNEMPLOYMENT JOB SEARCH 11% HOW LONG HAVE YOU BEEN OUT OF WORK? 6-9 months 11% 3% 12-18 months More than 2 years 14% 2-3 months 28% 25% < 2 months 3-6 months PLEASE IDENTIFY THE CLOSEST REASON(S) AS TO WHY YOU ARE CURRENTLY OUT OF WORK (choose up to 3 options) 3% Wanted career change www.emr.co.uk 44% 14% Redundancy Previous job was not for me +44 (0)207 850 6200 5% 9-12 months Unemployment 9% rise in respondents who have been out of work for periods longer than 2 months, compared to figures for 2012. 3% 18-24 months Redundancy remains the most common cause for unemployment with a 44% response rate. 8% Wanted better work-life balance 3% Travelling @EMRrecruitment 8% 31% Relocation Contract expired 17% 6% Other Wanted new challenge / more interesting work Marketing & Communications Forum 27
  • 28. RATING 20 Y LEB EA CE RS 1997 With gro wing serv requirem ice ents from our north based clie ern nts, we o pened ou second o r ffice in Le eds. JOB SEARCH HOW DO YOU PLAN TO FIND YOUR NEXT POSITION? IN SP 78% Recruitment consultancy / Headhunter EC IA LIS T R E C R UIT M EN T 69% Advertising (online) C RS WOULD YOU CONSIDER UNDERTAKING AN INTERNSHIP TO FURTHER DEVELOP YOUR SKILLS? Professional network 53% Personal contact 39% Direct approach 39% 19% IN Social network SP Advertising (print) 3% Internal promotion 3% Not currently looking 3% Other EC11% 36% NT 3% IA L ST Yes,Ipaid ECYes,T ME Unsure R R UI or unpaid paid only 50% No WHAT IS YOUR MINIMUM ANNUAL SALARY EXPECTATION FOR YOUR NEXT ROLE? (please calculate accordingly if paid daily / hourly) 8% 25% 8% 14% 20% 11% 14% £70,000 - £89,000 £60,000 - £69,000 £50,000 - £59,000 £40,000 - £49,000 Over 25% of unemployed marketing, communications and digital professionals expect to earn between £70k and £89k in their next role. £30,000 - £39,000 £20,000 - £29,000 www.emr.co.uk £90,000 - £129,000 +44 (0)207 850 6200 @EMRrecruitment Marketing & Communications Forum 28 Unemployment BRATING 20 Y EA ELE 67%
  • 29. MEN TWICE AS LIKELY TO REACH TOP MARKETING POSITIONS THAN WOMEN All articles Tweet Like Opinion Career advice News Share More than twice as many men (18%) reach director level compared with women (7%) according to the research. The same is true of Head of Marketing roles, with 22% of men and just 12% of women achieving this level. The gap between men and women in senior marketing positions is most marked between the ages of 30 and 49. Seventeen percent more men than women reach Director and Head of Marketing positions in their thirties and 16% more in their forties. The gap narrows again after the age of fifty with just 2% more men in these senior positions than women (70% and 68% respectively). Simon Bassett, Managing Director of EMR said, “For an industry with such a high proportion of women, the gender imbalance in marketing seems even greater at the top of the tree. At the start and end of their careers, women are relatively level with their male counterparts but their career progression is slowing down in the middle – most likely because of having children and the responsibilities of childcare. The report also found women are more receptive to the idea of flexible working which may be one route to equality, allowing women to juggle their career and family.” Unemployment A greater number of men are reaching the higher levels of the marketing profession, despite 63% of marketers being female, our research shows. The gender imbalance is also reflected in the fact that a larger proportion of male marketers received a bonus this year - 61% of men compared with 53% of women. More men than women also saw an increase in their bonus compared with the previous year (35% compared with 33%). Male marketers appear to be more driven by pay than women, with 11% of men leaving their last job for a higher bonus, compared with just 5% of women, and 38% leaving for a higher salary compared with 33% of women. Despite this, a greater proportion of female marketers are satisfied with their job (54% of women compared with 51% of men). Simon Bassett continues, “Companies don’t want to lose talented staff so will do what they can to keep them. In the case of men, this tends to be a financial incentive as they are more driven by pay. And while more female marketers said they are satisfied with their job, the difference in the number of men and women getting bonuses sends out a poor message about equality within the industry.” Comments Leave your comments on emr.co.uk/blogs or the Marketing & Communications Forum www.emr.co.uk +44 (0)207 850 6200 @EMRrecruitment Marketing & Communications Forum 29
  • 30. MARKETING SECTOR INSIGHT Introduction.......................................................31 Permanent salaries............................................32 Interim & contract rates......................................34 Marketing bonuses ...........................................36 Business services..............................................37 I nsurance & B2C financial services....................39 I nvestments & B2B financial services.................41 Professional services.........................................43 Energy & utilities................................................45 Consumer brands..............................................47 T  echnology, media & telecommunications.........49 Charity & education...........................................51 Regions: Leeds..................................................53 Interim & contracts............................................55 www.emr.co.uk +44 (0)207 850 6200 @EMRrecruitment Marketing & Communications Forum
  • 31. THE CHANGING ROLE OF THE MARKETER Over the past couple of years we’ve witnessed an increasing demand for marketers to engage with their audiences at a much deeper level. As a result, the emphasis on social media, data analytics and the development of niche and targeted content has risen dramatically. Businesses who can communicate with their audiences on a micro-level have mostly been the ones to lead the market and benefit from strong customer relationships and engagement. Marketing However, this change in trend and focus on the digital side has become a major challenge for many businesses. As if keeping up with the fast paced changes in technology and shifting digital trends wasn’t hard enough, finding talented professionals with the skills to drive campaigns through these channels has become even more difficult. It therefore goes without saying that the skills and expertise required of the modern day marketer are changing. Professionals certainly need to be fully up-to-speed with modern technology and the latest digital channels to succeed. As more marketing teams move their focus to online strategies, marketers are becoming increasingly required to show they can produce strong written content, whilst showing deep knowledge of online and social communities. And professionals with particularly niche skill-sets (social media, SEO, PPC etc.) are beginning to command the market. Although there has without doubt been a general rise in hiring, there has also been an increase in demand for marketers with the exact skill-sets required for the job. Furthermore, to ensure maximum output from their investments, more businesses now require that professionals demonstrate clear and traceable return on investment from previous marketing campaigns before job offers are made. Throughout this section of the report we take a deeper look into the salaries and bonuses across the marketing sector and delve further into the core sectors in which EMR focus. www.emr.co.uk +44 (0)207 850 6200 @EMRrecruitment Marketing & Communications Forum 31
  • 32. PERMANENT SALARIES AVERAGE PERMANENT SALARIES* £85,520 Head of Product £67,250 Head of Marketing £66,669 Senior Marketing Manager £55,280 Product Marketing Manager £45,727 Product Manager £44,996 Marketing Manager £43,164 Online Marketing Manager £41,522 Senior Marketing Executive £33,471 Marketing Executive £28,545 Marketing Coordinator £27,533 Marketing Assistant £23,971 Marketing Marketing Director *Please note the average salaries provided in the table above are sourced from EMR’s internal data and are based on averages for all sectors within the UK. 60% 76% of permanent www.emr.co.uk of marketers expect professionals received a pay increase at their last review. to see an increase in pay over the coming year. +44 (0)207 850 6200 @EMRrecruitment 52% of permanent professionals expect to see a pay increase of between 0-5% in the coming year. Marketing & Communications Forum 32
  • 33. PERMANENT SALARIES HOW SATISFIED ARE YOU WITH YOUR CURRENT REMUNERATION? 46% of marketing professionals are either satisfied or very satisfied with their current remuneration package. 4% 24% Very Dissatisfied dissatisfied 26% Neutral 39% Satisfied 7% Very satisfied Marketing TOP PAYING SECTORS 1. FINANCE, BANKING & INSURANCE 2. FMCG 3. TELECOMS Min Max Min Max Min Max Director of Marketing £100,000 £160,000 £120,000 £160,000 £90,000 £120,000 Head of Marketing £65,000 £100,000 £70,000 £100,000 £70,000 £90,000 Senior Marketing Manager £50,000 £70,000 £60,000 £80,000 £50,000 £70,000 Marketing Manager £45,000 £60,000 £55,000 £70,000 £40,000 £60,000 Marketing Executive £25,000 £37,000 £25,000 £35,000 £28,000 £35,000 *Please note the average salaries provided in the table above are sourced from EMR’s internal experts and are based on averages across the UK. www.emr.co.uk +44 (0)207 850 6200 @EMRrecruitment Marketing & Communications Forum 33
  • 34. INTERIM & CONTRACT RATES AVERAGE INTERIM / TEMPORARY / FREELANCE RATES Average Daily Rate (Min) Average Daily Rate (Max) Marketing Director £600 £1,000 Head of Marketing £400 £600 Senior Marketing Manager £300 £400 Marketing Manager £200 £300 Marketing Executive £120 £150 Marketing HOW ARE YOU CURRENTLY PAID? 96% of interim employees did not receive a bonus in the last year. 30% PAYE Only 13% of temporary and interim professionals expect to see a decrease in their pay over the next 12 months. 52% Limited company 18% Other 52% of professionals are paid through a Limited Company. www.emr.co.uk +44 (0)207 850 6200 @EMRrecruitment Marketing & Communications Forum 34
  • 35. INTERIM & CONTRACT RATES HOW SATISFIED ARE YOU WITH YOUR CURRENT REMUNERATION? 57% of temporary and interim professionals are either satisfied or very satisfied with their current remuneration package. 13% Dissatisfied 30% 48% Neutral 9% Satisfied Very satisfied Marketing TOP PAYING SECTORS 1. FINANCE, BANKING & INSURANCE 3. ENERGY & UTILITIES 2. TELECOMS Min Max Min Max Min Max Director of Marketing £700 £1,200 £700 £1,000 £700 £1,000 Head of Marketing £600 £800 £600 £800 £600 £800 Senior Marketing Manager £350 £500 £300 £500 £350 £500 Marketing Manager £250 £350 £250 £350 £200 £350 Marketing Executive £150 £200 £125 £200 £150 £200 *Please note the average salaries provided in the table above are sourced from EMR’s internal experts and are based on averages across the UK. www.emr.co.uk +44 (0)207 850 6200 @EMRrecruitment Marketing & Communications Forum 35
  • 36. MARKETING BONUSES AS A PERCENTAGE OF YOUR BASIC SALARY, WHAT LEVEL WAS YOUR LAST ANNUAL BONUS? < 10% 10% - 19% HOW DID THIS DIFFER FROM YOUR BONUS LAST YEAR? 49% 5% Significantly increased 31% 14% Increased 20% - 29% 15% 30% - 39% 3% 40% - 49% 2% 50% - 59% 2% Decreased 1% Significantly decreased 44% Remained the same 30% 60% - 69% Almost half of all marketing professionals received a bonus of less than 10%. More than 30% received a bonus of between 10 and 20% of their salary. Marketing 7% 30% of professionals witnessed an increase in their bonus year-on-year. HOW SATISFIED ARE YOU WITH YOUR CURRENT REMUNERATION? 46% of marketers are either satisfied or very satisfied with their most recent bonus. www.emr.co.uk 4% Very dissatisfied +44 (0)207 850 6200 24% Dissatisfied @EMRrecruitment 26% Neutral 39% Satisfied 7% Very satisfied Marketing & Communications Forum 36
  • 37. BUSINESS SERVICES +44 (0)207 850 6175 georgia.morgan-wynne@emr.co.uk Georgia Morgan-Wynne Senior Consultant uk.linkedin.com/in/georgiamorganwynne Georgia developed her understanding of marketing as an industry-side professional before moving into specialist marketing recruitment with EMR three years ago. She now leads the Business Services team within EMR’s Corporate Division, with consultants covering B2B clients ranging from small start-ups to some of the largest global businesses. Individually, Georgia specialises in searches for senior-level marketing and digital professionals within these industries. Over the last year we’ve witnessed an increase in demand for insight and analytical skill-sets, along with the continued increase in demand for digital professionals across all sector verticals. Within digital analysis in particular we have seen a shortfall in experienced talent. This has created a candidate led market, where a select few highly experienced candidates will often receive multiple offers for competing roles. CAREER TIPS 1 2 What’s the single biggest trend you expect to see in your division over the next 12 months? We expect to see a continued increase in digital marketing roles over the next few months as general marketing communications positions become ever more focused on online channels. As this focus shifts, demand for specialist digital marketers (social media, website, content management, online analytics etc.) will continue to rise. www.emr.co.uk +44 (0)207 850 6200 @EMRrecruitment 3 Marketing What’s been the single biggest trend you’ve observed in your division over the past 12 months? Keep up to date with digital, it is an ever evolving area of the marketing mix and it is easy to get left behind. Know your ROI – employers want to see what value you will add to their team and wider business. Make sure you demonstrate this throughout the application process, from ensuring you have a commercially focused CV through to well-prepared answers at interview. If you can show them the monetary gain hiring you would bring, you’re more than a step ahead of the competition. Focus on the longer term benefits of joining a company, such as career progression and future opportunities, rather than quick wins such as a salary increase. Marketing & Communications Forum 37
  • 38. TALENT ATTRACTION TIPS How are employers reacting to uncertain market conditions? We have seen businesses becoming more cautious and risk averse. In addition, we have found organisations to be more selective in the recruitment process, focusing on sourcing professionals with exact industry knowledge and a proven track record of delivery through ROI. Salary increases in most areas have been in line with the market shift, but professionals need to clearly show a track record of innovation and overall delivery in order to secure these increases. We are seeing some candidates moving for pay parity in order to be at companies which are offering longer term career prospects or a greater work-life balance. 2 3 Are you seeing growth again, if so in what areas? Those companies offering customers online products and services, appear to be growing their marketing teams at a rate which reflects the rapid growth of the overall business. These companies tend to be more in tune with the value of marketing and the importance of continued investment in the area. www.emr.co.uk +44 (0)207 850 6200 Career development is a key area for many candidates so ensure you are communicating the long term opportunities at your company throughout the recruitment process. Focus on transferable skill-sets rather than sector specific knowledge as it will open up the pool of talent available to you. Marketing Have there been any significant changes in salaries and bonuses over the past 12 months? 1 The interview process itself can make a difference in whether someone joins – good candidates will move quickly in the market so you need to ensure the interview processes are run as tightly as possible with feedback communicated swiftly between stages to keep them engaged in your business. What are you finding is the main reason candidates are looking for new opportunities? The majority of candidates we speak with are looking to progress their career within the marketing profession to gain more responsibility and move up the career ladder. This appears to be the key driver at the moment rather than salary increases. @EMRrecruitment Marketing & Communications Forum 38
  • 39. INSURANCE & B2C FINANCIAL SERVICES What’s been the single biggest trend you’ve observed in your division over the past 12 months? As the macroeconomic environment has improved over the past 12 months, a number of financial services providers have experienced a return to growth. With many organisations now adopting growth strategies, we have witnessed a surge in demand, and high levels of competition, for talented digital marketing and product management professionals. This, along with significant restructures at many businesses, appears to indicate a “gearing up” across the market. An increase in competition will mean candidates with high demand skill-sets are likely to be involved in a number of recruitment processes at any one time. Since headcount will continue to be restricted, the most talented individuals will command a significant premium within the market, looking to earn substantially more than the average market rate. How are employers reacting to uncertain market conditions? Within financial services there is now an assumption that any market recovery will be at a fairly sedate pace. In addition, the emergence of new competitors into the banking and insurance markets, and disruptive technologies (e.g. telematics), could create both opportunities and threats for established players. www.emr.co.uk +44 (0)207 850 6200 The considerable pressure on salary increases experienced over the last five years appears to have abated slightly. There is still a desire from candidates who are moving jobs to recoup some of the perceived salary increases which were never received and move closer to the expected market value. When coupled with tight hiring budgets, this can result in a higher susceptibility to counter offers. Are you seeing growth again, if so in what areas? Marketing What’s the single biggest trend you expect to see in your division over the next 12 months? Have there been any significant changes in salaries and bonuses over the past 12 months? For the most part, the market appears to be on an upward trajectory and we expect this trend to continue over the coming 12 months. What are you finding is the main reason candidates are looking for new opportunities? Aside from restructures, which are always a factor in large financial services organisations, many candidates have been waiting for improved market conditions before leaving their role. Now that some of the risk seems to have left the jobs market many of these individuals are now looking for new opportunities. Finally, what changes (if any) do you expect to see in your sector over the next 12 months? We expect to see the rise of smaller and more agile new entrants into the market, with propositions not primarily focused on price, disrupting some of the more commoditised product offerings. @EMRrecruitment Marketing & Communications Forum 39
  • 40. RATING 20 YE LEB AR CE S 1998 Off the b ack of th e technolo gy bubb le, we expande d our off ering into the IT/T elecoms sector. IN SP EC IA LIS T R E C R UIT M EN T IN RATING 20 YE LEB AR CE S SP CAREER TIPS EC IA LIS T R E C R UIT M EN T TALENT ATTRACTION TIPS IN SP EC 1 IA 1 T EN LIST Be realistic on salary. Pay rises have R E C R UIT M 3 2 Do your research on the company, there is a lot happening in the marketplace at the moment. Be honest about your expectations from the beginning of the process. Moving the goal posts after a final stage interview can cost you credibility and potentially the job. 3 Get your interview process right. Smooth, quick processes reduce the chance of losing candidates to other offers. Marketing 2 been restricted across the industry and it is not your new employer’s job to compensate you for the lack of increases at your current company. Accept that candidates have other options and help them to understand why yours is the right business. Sometimes the best talent isn’t in your industry. Talk to an expert to understand where cutting edge work is happening in your discipline. +44 (0)207 850 6139 Ian Jenkins Senior Consultant ian.jenkins@emr.co.uk uk.linkedin.com/in/ianjenkinsemr Ian developed his understanding of marketing through gaining a marketing degree and spending a year in the industry working with 3M. He moved into specialist marketing recruitment with EMR three years ago and now leads the Insurance and Financial Services team within EMR’s Corporate Division. Ian specialises in searches for senior-level marketing professionals within these industries. www.emr.co.uk +44 (0)207 850 6200 @EMRrecruitment Marketing & Communications Forum 40
  • 41. INVESTMENTS & B2B FINANCIAL SERVICES What’s been the single biggest trend you’ve observed in your division over the past 12 months? Within the investment and wealth sector there has been a major shift in demand from investment to digital marketing in the last 12 months. In addition, we have seen high demand for candidates with specific channel knowledge. Across B2B financial services, especially within software, product marketing and skills in lead-generation have also been highly sought-after. We anticipate that the requirements for professionals with digital marketing skills will take the top spot. This is likely to be followed closely by channel marketing and product marketing professionals, both within the investments world and B2B financial services. Over the past 12 months we have experienced a number of vacancies being pulled and put on hold by organisations. Some companies remain cautious in their hiring given continued economic uncertainty. Have there been any significant changes in salaries and bonuses over the past 12 months? Little movement in salaries has taken place across the market over the last 12 months. However, although marginal, we have seen a slight rise in bonuses paid out to marketing professionals compared to figures from 2012. Marketing What’s the single biggest trend you expect to see in your division over the next 12 months? How are employers reacting to uncertain market conditions? Are you seeing growth again, if so in what areas? The market is certainly on the up. Across the marketing function we are seeing particularly high levels of demand in the digital area as many organisations look to expand their digital teams. +44 (0)207 850 6129 Claudia Madotto Principal Consultant claudia.madotto@emr.co.uk uk.linkedin.com/in/claudiamadotto Claudia is a multilingual MBA graduate with an in-depth knowledge of the financial services marketplace. Having previously set up and managed the Financial Services Marketing team at a leading International recruitment firm, Claudia has worked with a wide range of organisations from the London Stock Exchange to large asset managers and boutique alternative investment firms. Claudia specialises in mid-level to senior appointments utilising both contingent and executive search methodologies. www.emr.co.uk +44 (0)207 850 6200 @EMRrecruitment Marketing & Communications Forum 41
  • 42. What are you finding is the main reason candidates are looking for new opportunities? Finally, what changes (if any) do you expect to see in your sector over the next 12 months? Aside from redundancies across the sector, one of the main causes of candidates looking for new roles is the increased workload many are experiencing. With teams overstretched and little increase in salaries, many professionals are looking for an improved work-life balance and higher pay. There is a lot of positive talk going on in the market at the moment. The ‘buzz’ which was lost in the past few years seems to be making a come back in the city. Everything seems to be pointing in the right direction....and who knows, 2014 could be the year of restoration from the downturn of the past four years. Marketing CAREER TIPS 1 2 3 Play to your strengths. Showcase your key experience and skill-set. The more specialist the skill the better. Be realistic with your salary expectations. If your salary has not increased over the past year it doesn’t mean that your next employer has to make up for it. Differentiate yourself. Differentiation is key in a very competitive market. www.emr.co.uk +44 (0)207 850 6200 TALENT ATTRACTION TIPS 1 2 3 @EMRrecruitment Don’t waste time, good candidates won’t wait around. Be realistic in what you are expecting. Try a role reversal... how would you feel if you were the one looking for a role and the employer’s expectations were not realistic? Human Resources are what make a business successful. Pay the right salary. Marketing & Communications Forum 42
  • 43. PROFESSIONAL SERVICES What’s been the single biggest trend you’ve observed in your division over the past 12 months? How are employers reacting to uncertain market conditions? In the last year we have witnessed the continued increase in demand for business development, client relationship management and bid / sales support professionals. In addition, we have seen further investment in new technologies, resulting in a greater focus on social media and digital marketing channels as organisations look to increase client attraction and retention through digital channels. The market has remained relatively unchanged over the past year. However, we have seen a number of businesses increasing headcount particularly for client relationship management, pitch specialist and general BD roles; this is especially the case where a firm has created a new practice area or sector which needs dedicated BD support. CAREER TIPS 1 What’s the single biggest trend you expect to see in your division over the next 12 months? An improvement in the internal reputation of BD teams has led to an increase in businesses seeking candidates for external client-facing roles. In many professional organisations, the senior fee earners will hold the key relationships with clients, but we are now seeing an increased need for candidates with gravitas and credibility to go into roles and work directly with clients. This in turn is leading to an increase in BD roles with affiliated revenue targets, which we expect to continue throughout 2014. We also expect to see an increase in digital marketing roles over the next few months as general marketing communications positions become ever more focused online. Specialist digital marketers as well as those with strong marcomms and digital skill-sets are ever in demand. www.emr.co.uk +44 (0)207 850 6200 2 3 @EMRrecruitment Marketing However, with many organisations remaining reluctant to recruit from outside the classic partnership, and the fact that many candidates have actively left the sector in the past few years, we have seen a significant shortfall in available talented professionals. Don’t get left behind. Ensure you remain up-to-date with the latest marketing trends and technologies, particularly digital marketing and social media. Ensure your LinkedIn profile is up-to-date. Patience is required in order to gain your perfect role, particularly in the professional services sector where interview processes can be long and take a number of months. It might sound obvious, but make sure your CV has absolutely no grammatical or spelling errors. We still see strong candidates falling at the first hurdle for the most basic spelling mistakes. Marketing & Communications Forum 43
  • 44. TALENT ATTRACTION TIPS Have there been any significant changes in salaries and bonuses over the past 12 months? There is a notable difference in salary levels between law firms and the larger accountancies, meaning that some firms struggle to bring in the best talent, as they simply can’t compete on salary. However, we have seen a number of candidates happy to take a paycut in order to obtain a role within organisations which are known to have a reputable BD team. What are you finding is the main reason candidates are looking for new opportunities? 2 3 We see many examples of clients failing to secure the best talent due to drawn out and poorly executed interview processes. Ensure you have a clearly defined process at the outset to allow for timely feedback and a smooth interview process. Marketing Given that professional services marketing & BD is still relatively young when compared to, for example, FMCG and financial services, we find that teams can still be small, even in the largest firms. This can mean that progression opportunities are difficult to come by and, as such, this can force candidates to look outside their existing employers in order to gain more responsibility in their role and move up the career ladder. 1 Investing in the latest recruitment marketing tools (e.g. microsites, multimedia and interactive employer brochures) are fantastic, but often more important are well written job descriptions and remembering that interviews are very much a two-way process. Be flexible on sector experience. As part of the selection process, explore the merits of taking someone from a related but different field who possesses the right competencies and skills to transfer into your industry. +44 (0)207 850 6175 georgia.morgan-wynne@emr.co.uk Georgia Morgan-Wynne Senior Consultant uk.linkedin.com/in/georgiamorganwynne Georgia developed her understanding of marketing as an industry-side professional before moving into specialist marketing recruitment with EMR three years ago. She now leads the Business Services team within EMR’s Corporate Division, with consultants covering B2B clients ranging from small start-ups to some of the largest businesses globally. Individually, Georgia specialises in searches for senior level marketing and digital professionals within these industries. www.emr.co.uk +44 (0)207 850 6200 @EMRrecruitment Marketing & Communications Forum 44
  • 45. C 20 YEAR TING S RA EB EL 2002 ENERGY & UTILITIES IN N T y all industr g across s the Recruitin gnised a co EMR is re ting sectors, for marke et leader UK mark nt. recruitme SPE C I A LIS T R E C R UI TM E What’s the single biggest trend you expect to see in your division over the next 12 months? Investment into customer experience has been the main focus for the majority of companies within the industry. Last year the emphasis was on hiring within data, insight and analytics as companies really got under the skin of who their customers were and what they wanted. Now we’re starting to see organisations execute multiple propositions, making sure they are delivered in the right way and that a product or service is compelling and easy to use, especially within digital services. We expect there to be continuing focus S user NG 20 YEAR on ATI BR of unique and one-toexperience and the delivery E EL one propositions, as companies continue to build the resource and capability to target customers on an individual basis. We also anticipate more movement within the ‘internet of things’ space whereby users will be able to control multiple appliances, such as their home heating, via their mobile and digital technology. C What’s been the single biggest trend you’ve observed in your division over the past 12 months? T N SPE CAREER TIPS 1 2 Look to trail blaze. Particularly if you have an in demand skill-set. Moving out of your industry into a new area that may not be as advanced, will really help you to stand out. Look to position yourself as a genuine thought leader and expert in your field. Do your homework. As the market picks up companies will start looking to make quicker hiring decisions. To ensure you don’t miss out by feeling you are not ‘ready’, if an opportunity arises ensure you are asking questions and seeking all the information at the interview stage. www.emr.co.uk +44 (0)207 850 6200 CI ECR UI T A LI T R Over the past few years we haveSwitnessed businesses becoming more and more cautious in their hiring activity. As a result, the time taken to hire has significantly increased with organisations building in more interview and assessment stages to ensure they are hiring the right people. Have there been any significant changes in salaries and bonuses over the past 12 months? Across high demand skill-sets such as digital product / propositions, analytics and user experience we have witnessed a rise in salaries compared to other marketing disciplines. Bonus ceilings seem to be remaining intact, although more people have been receiving larger portions of their bonuses in the last 12 months. @EMRrecruitment Marketing & Communications Forum 45 Marketing How are employers reacting to uncertain E market conditions? IN M
  • 46. Are you seeing growth again, if so in what areas? Digital, digital, digital! Digital user experience continues to be in demand. In addition, the requirement among organisations to recruit digital and mobile product development and proposition professionals has risen. Another area tying into this trend is retention marketing and contact strategy / CRM, as businesses look to drive growth from their existing customers. What are you finding is the main reason candidates are looking for new opportunities? TALENT ATTRACTION TIPS 1 2 What changes do you expect to see in your sector over the next 12 months? Customers are likely to have more ‘convenience’ options available to them from energy and utility brands, which could drive people to switch providers. Price is viewed as ‘pretty much the same’ to most users, therefore organisations who are able to differentiate the quality or ease of the service will be the ones that win new customers. 3 Be flexible on ‘industry experience’. Quite often there are other industries that are ahead of the game in some areas (digital for example). You might be better off bringing in someone from one of these areas rather than your own sector to give your team that needed boost to move forward. Marketing Due to the fast changing pace of technology within the sector, many marketers have been looking to leave their organisations to move to businesses that are more innovative and are ahead of the market from a technological perspective. If the first person you meet is the ideal candidate - move on them. It is reassuring to compare them to others in the market but this often slows down the process and chances are they are the right person for the role. Offering parity is no longer sustainable. The market is picking up and whilst the majority of professionals are looking for a new challenge, giving them a financial increase is still important. Candidates will have more choices than the past few years so you will need to be competitive. +44 (0)207 850 6131 jonathan.fisher@emr.co.uk Jonathan Fisher Senior Manager uk.linkedin.com/in/emrjonathanfisher Jonathan developed his understanding of marketing through four years as an industry-side professional before moving into specialist marketing recruitment with EMR over six years ago. He now heads up the Professional, Business and Financial Services teams within EMR’s Corporate Division, with consultants covering B2B (both products and services), financial services, insurance and utilities. Jonathan specialises in retained searches for senior level marketing professionals within these industries. Watch Jonathan’s interview at emr.co.uk/videos www.emr.co.uk +44 (0)207 850 6200 @EMRrecruitment Marketing & Communications Forum 46
  • 47. CONSUMER BRANDS TALENT ATTRACTION TIPS 1 2 Communicate with talent online, release good news stories to the market through digital channels. Give GREAT impressions at first stage interviews, ensure your management team understand the importance of candidate experience. Throughout 2013 the hiring requirements from our consumer clients have largely been in line with capital investment into their online sales and communications channels. Outside of core media spend, the shifting focus and budget towards optimising the performance of websites and marketing output has led to an ever deepening, twoway relationship with consumers. The big question from a recruitment perspective is “outsource or hire?” What’s the single biggest trend you expect to see in your division over the next 12 months? Marketing 3 Take your employer brand seriously, overhaul this every two years as a minimum. What’s been the single biggest trend you’ve observed in your division over the past 12 months? With talent management proving to be the fastest growing area within HR, we are likely to see a slowdown in the number of roles being advertised in the external market. This will be especially true for international, matrix driven organisations where talent retention and recruitment cost control combine to ensure the best employees are well rewarded. However, in marketing there are pitfalls to this route as specialist skills in digital marketing and analytics require a different approach to traditional brand training. Moving balanced marketers to specialist channel roles may prove cost effective in the short-term but damaging in the mid-term if it leads to a delay in successful results. +44 (0)207 850 6122 charlie.fey@emr.co.uk Charlie Fey Associate Director uk.linkedin.com/in/charliefey Charlie is the Director of EMR’s Consumer Division, where he leads sector specialist recruiters to develop longterm partnerships with consumer brands and marketing agencies. Charlie began his career in marketing and has built up vast experience in working with clients to both understand their talent management objectives and to deliver against hiring plans. Charlie personally works on executive search and project hiring requirements and has developed an impressive network of UK consumer Marketing Directors and CMOs. Watch Charlie’s interview at emr.co.uk/videos www.emr.co.uk +44 (0)207 850 6200 @EMRrecruitment Marketing & Communications Forum 47
  • 48. How are employers reacting to uncertain market conditions? Innovation has remained central to a number of consumer organisations’ strategies to gain market share in the “new normal”. Consumer brands have structured research and development teams and new product development pipelines to shorten lead times in an attempt to launch “industry firsts” within their sector. Failure to do so has led to stagnation and the realisation that leaner competitors have entered the market. media for example, and realise their company systems are years away from supporting new marketing opportunities. Likewise, current strategies show little in the way of innovation, it signals that their talents are of better use elsewhere. CAREER TIPS 1 Our data shows there has been little uplift in average basic salaries in 2013. Any small rise that has occurred is in line with other industries and broadly in line with the UK economy. However, there are always anomalies; in consumer marketing there is a skills shortage within specialist digital and analytical skills. If you are able to bring strong skills in these areas, it is possible to command the kind of healthy package that was once reserved for classically trained FMCG marketers. What are you finding is the main reason candidates are looking for new opportunities? 2 3 Marketers working in organisations that are lagging behind in technological innovation are most active. It is frustrating for marketers to read about the latest trends in customer management or social www.emr.co.uk +44 (0)207 850 6200 @EMRrecruitment Marketing Have there been any significant changes in salaries and bonuses over the past 12 months? Marketing Directors – raise the marketing agenda level through the organisation, be clear that you own the digital strategy despite the COO looking to take over the company Twitter feed! Mid-management – move from specialist to generalist, pick up new skills, make use of the talent management programme, be bold, try new markets and new channels, stay open minded. Junior level – become an absolute necessity in a certain area of the business – if you are delivering tangible results you become indispensable. Don’t be afraid to be vocal and pitch new ideas, especially in digital – chances are you know the most in the entire organisation! Marketing & Communications Forum 48
  • 49. TECHNOLOGY, MEDIA & TELECOMMUNICATIONS +44 (0)207 850 6140 James Scholfield Managing Consultant james.scholfield@emr.co.uk uk.linkedin.com/in/jamscho James is the Practice Lead for Technology, Media and Telecommunications at EMR. With over four years’ experience at EMR, he has built an extensive network of clients and candidates within his verticals. Specialising in senior-level recruitment projects, he continues to work with some of the world’s leading brands and fast growing SME’s. We have seen a significant increase in opportunities coming from the SME / enterprise market. Whilst most blue-chip organisations have TALENT ATTRACTION TIPS 1 2 3 Use the right methodology and channels to unearth the right talent. Try to open up to other industry verticals that have synergies with your own in order to broaden and increase the amount of talent available. This is particularly the case if you’re searching for a very specific skill-set. Improve your social media and digital presence. www.emr.co.uk +44 (0)207 850 6200 been focusing on replacement recruitment, many SMEs have been investing in headcount that supports their next phase of growth. Interestingly, there has been an even split between businesses who have launched in the UK and those who have a global HQ in the US but need a regional office in London. Marketing What’s been the single biggest trend you’ve observed in your division over the past 12 months? What’s the single biggest trend you expect to see in your division over the next 12 months? We anticipate that growth in facilitation and innovation within telecommunications, media and entertainment will be a major trend. Growth will also continue in the technology sector but not at the same rate as in previous years. For example, in 2012 / 2013 the worldwide software market grew 3.6% year-onyear to reach a total market size of $342 billion, less than half the growth rate experienced in 2010 and 2011. How are employers reacting to uncertain market conditions? There is still an air of uncertainty which has resulted in businesses continuing to be risk averse. Clients are focusing on hiring talent that can ‘hit the ground running’ more than ever, and as a result @EMRrecruitment Marketing & Communications Forum 49
  • 50. IN SP RATING 20 Y LEB EA CE RS EC IA LIS T R E C R UIT M EN T 2008 EMR join ed the Fiv eTen Gro providing up us with a platform launch o to ur succe ssful form ula internatio nally. IN SP EC IA LIS T R E C R UIT M EN T CAREER TIPS 1 they’re becoming very particular about whom they are looking to recruit. They are also less likely to compromise on skills and industry experience, narrowing their options. Have there been any significant changes in salaries and bonuses over the past 12 months? 3 4 At the senior end of the market, salaries have remained much the same. From an SME perspective, employers are including extra benefits such as business equity to compensate for not being able to compete with the basic salaries of larger blue-chip organisations. Have there been any roles in particular where you have noticed an increase or decrease in the supply of candidates? There has been a rise in digital and analytical roles be that digital brand acquisition or communications. If marketers have no responsibility for online marketing, they need to raise their hand internally now or risk being overlooked for future opportunities. www.emr.co.uk +44 (0)207 850 6200 Be open to looking at a range of businesses. Sometimes the best opportunities are with an SME rather than a blue-chip and vice versa. Patience is required in order to gain your perfect role. Be proactive, but be patient. Marketing Both salaries and bonuses have remained relatively stagnant at the mid-management level across many of the broader marketing and product positions. Those with a more specialist skill-set, such as web analysts and eCommerce professionals, have benefited from inflated salaries due to increasing demand. 2 Truly identify your value proposition or USPs and then target companies you believe require that proposition. Ensure that both your CV and interview responses directly correlate to ROI. The need for more commercial examples has increased significantly and candidates who cannot demonstrate the impact they have made on a business often struggle. What are you finding is the main reason candidates are looking for new opportunities? Many candidates have remained within their current organisation for the last three to five years and are now beginning to look for new challenges. Unfortunately, loyalty to a company does not tend to pay, so people are now ready to take a step-up in both responsibility and salary. @EMRrecruitment Marketing & Communications Forum 50
  • 51. CHARITY & EDUCATION +44 (0)207 850 6178 Sheena Popat Consultant sheena.popat@emr.co.uk uk.linkedin.com/in/sheenapopat Sheena sits within EMR’s Consumer Division and focuses on the charity and education sectors. Specialising in senior level marketing and digital roles, Sheena also recruits across all levels within this area. We continue to see high demand for digital marketers, particularly those with specific digital skills such as, user experience and social media. The drive to increase fundraising from all segments through online channels has resulted in a rise in channel specific online acquisition marketers, mirroring the divisional structure of larger corporate organisations. What’s the single biggest trend you expect to see in your division over the next 12 months? We anticipate that the high demand for digital marketers with specialist skill-sets will continue to be a major trend within the market. We also expect to see candidates arriving from corporate organisations and adding commercial value to the charity sector. Likewise, we will see a more visual online battle in the competition for university undergraduate and postgraduate students. www.emr.co.uk +44 (0)207 850 6200 How are employers reacting to uncertain market conditions? Marketing What’s been the single biggest trend you’ve observed in your division over the past 12 months? Within the current market, employers are looking to put in place ambitious business plans and strategies for the next 12 months, but will this translate into volume hiring? Our clients are generally looking to minimise recruitment costs by sourcing talent directly, whether that be direct advertising or internal talent management. However, for the more specific skill-sets and senior hires, clients are reaching out to specialists like EMR who network with these niche candidates. Have there been any significant changes in salaries and bonuses over the past 12 months? Clients are aware of the salaries that need to be paid for the more demanding skill-sets and those hard-to-find professionals. Generally we have witnessed an increase in salaries by around 10% where candidates have moved to a new employer. However, there have been instances where candidates have received much higher increases if there is a short supply of professionals within their area. @EMRrecruitment Marketing & Communications Forum 51
  • 52. CAREER TIPS 1 2 1 Make sure your CV is well written with no errors and fill in all gaps of unemployment. Identify your key strengths and demonstrate them clearly and concisely at the interview stage. Be honest to the employer on your “not so strong” areas. 2 Research the company you are interviewing with and the backgrounds of the interviewers, expressing clear motivations as to why you are interested in the role in question. 3 Have there been any roles in particular where you have noticed an increase or decrease in the supply of candidates? The most noticeable increases have been within specialist digital roles such as social media, PPC, SEO, user experience and analytics. Whilst many sectors are witnessing a decline in direct marketing roles, as businesses focus more of their marketing online, within both charity and education we are still seeing high demand for direct marketers as print continues to be widely used to reach certain demographics. www.emr.co.uk +44 (0)207 850 6200 Use a specialist recruiter that you know will give you 100% commitment and a proactive attitude in order to address the market with your employer brand. Take the leap of faith in your recruiter to utilise all channels, including marketing collateral and microsites, in order to attract the best talent on the market. Marketing 3 TALENT ATTRACTION TIPS Be open to the idea of working with a sole recruiter but hold them to task in delivering a 360 search process including mapping the passive candidate market. What are you finding is the main reason candidates are looking for new opportunities? Candidates are always looking for a new opportunity, whether it is for a new challenge in a new environment or for the next step-up in their career. However, increasingly we are seeing candidates looking for increases in salary, better work-life balance and “flexible” working hours e.g. being able to work remotely. @EMRrecruitment Marketing & Communications Forum 52
  • 53. REGIONS: LEEDS What’s been the single biggest trend you’ve observed in your division over the past 12 months? 2013 has seen the battle for top talent intensify significantly. With organisations seeking to engage with customers across new platforms and markets, the demand for brand and digital skill-sets has increased. Across the market, exceptional candidates have often been well rewarded within their current positions, resulting in a passive attitude to new opportunities. This growing trend has caused a notable disconnection between the number of vacancies and the availability of top talent. I expect the trends of 2013 to heighten, with businesses having to face the difficult fact that the desired candidate profile may simply not be available within the market in a given location. Furthermore, the amplification of the regional skills shortage will result in direct recruitment strategies becoming increasingly ineffective. As a result, interim consultants will once again become a key resource in helping organisations to achieve their strategic marketing goals. How are employers reacting to uncertain market conditions? With ever increasing confidence around the economic outlook there is a definite shift towards growth strategies, with more organisations looking to build rather than maintain market share. Across marketing, there is a greater focus on value and return on investment, meaning that candidates’ commercial acumen is becoming increasingly important. www.emr.co.uk +44 (0)207 850 6200 There has been upward pressure on salaries over the last year, which is unsurprising given the candidate shortage we are witnessing. This trend is amplified across in demand skill-sets, with the salary expectations of digital marketers well above more generalist marketers and offline focused professionals. Are you seeing growth again, if so in what areas? Within the online and digital areas we are certainly seeing growth, especially within technical elements such as PPC and SEO. We are also noticing sector and regional growth with the re-establishment of a buoyant financial services market across the Midlands, North West and Yorkshire regions. Marketing What’s the single biggest trend you expect to see in your division over the next 12 months? Have there been any significant changes in salaries and bonuses over the past 12 months? What are you finding is the main reason candidates are looking for new opportunities? Career progression is back on the agenda for the majority of professionals. With job security increasing, now is the time to get career paths back on track. Finally, what changes (if any) do you expect to see in your sector over the next 12 months? We suspect 2014 will be a good year for interim marketers. Businesses will face significant obstacles in hiring the right permanent individuals, so short term fixes will be increasingly important. @EMRrecruitment Marketing & Communications Forum 53
  • 54. TALENT ATTRACTION TIPS 1 3 Be decisive – talented professionals are in short demand. Upon identifying a great candidate act quickly and efficiently to secure them. CAREER TIPS 1 2 Know your recruiter – now is the time to build a partnership with a recruiter who can tap into the passive candidate market. That means allowing your recruitment partner to learn about your business and become a true brand ambassador. 3 Have a plan – identify specifically what your key motivators are. Focus on these elements in your search and have flexibility around the others. Marketing 2 Be flexible – in a candidate poor market you need to be flexible with your requirements and expectations. Invest in individuals who will be successful in the medium to long term. Put the effort in – tailoring your CV, interview preparation, presentations – you may need to do them all to secure a great role. Network – it’s vital that you build credibility and equity within your chosen field of expertise. +44 (0)113 203 1608 Alex Mountford Managing Consultant alex.mountford@emr.co.uk uk.linkedin.com/in/alexmountford Alex has spent the last eight years specialising in the proactive identification of marketing, communications and digital talent for organisations based across the Midlands and North of England. Alex manages EMR’s Leeds office, leading a team of consultants who specialise across a wide range of industry sectors. Throughout Leeds the EMR team partners with many of the UK’s leading regionally based organisations, providing tailored multi-channel recruitment solutions across an often challenging candidate landscape. www.emr.co.uk +44 (0)207 850 6200 @EMRrecruitment Marketing & Communications Forum 54
  • 55. INTERIM & CONTRACTS What’s been the single biggest trend you’ve observed in your division over the past 12 months? We have continued to see the return of pure interim opportunities, where companies are prepared to pay a premium for experts who can develop new strategies and initiatives. In addition, we have also witnessed a rise in temporary to permanent roles, where many companies are now testing the water. What’s the single biggest trend you expect to see in your division over the next 12 months? We anticipate there will be an increase in demand for hyper specialist roles, particularly within communications and digital. The talent pool within these niche areas cannot match the demand and therefore the war for talent is still on. These high demand candidates are sought across all vertical markets as these skills are not seen to be industry specific. Confidence has improved over the last year but has not been as closely aligned to increased budgets. Our clients have certainly invested more into customer engagement and loyalty through CRM and social media, but many growth plans have been tentative. In such a highly competitive landscape companies have started to look at how investments into partnerships can increase revenue and brand loyalty. Have there been any significant changes in salaries and bonuses over the past 12 months? On the whole, little change in daily pay rates has taken place for generalist marketing roles. However, clients still have to pay a premium for the more specialist roles that are in high demand. CAREER TIPS 1 2 3 www.emr.co.uk +44 (0)207 850 6200 Marketing As confidence in the market has improved, we have seen an increase in requirements for roles that demonstrate businesses are investing and growing e.g. new product launches, brand development and Above the Line spend. However, there is still hesitation to commit long term so an interim option provides a flexible solution for many organisations. How are employers reacting to uncertain market conditions? @EMRrecruitment Look for businesses that are looking to invest in both their people and company growth as a whole. Be a specialist – you need to keep up-to-date with all new innovations. Consider interim roles as your next opportunity as they do give you the scope to gain a breadth of new industry knowledge and also focus on strategic initiatives. Marketing & Communications Forum 55
  • 56. Are you seeing growth again, if so in what areas? We are now beginning to see growth and although it is still fairly limited, we have placed a number of contractors into businesses to launch new brands and products into the market. More specifically we have continued to see the demand for talent within digital and mobile marketing increase. TALENT ATTRACTION TIPS Social engagement – be visible in the appropriate social media channels. The main reason that candidates are looking for a new opportunity on the contract side is for a new challenge. Highly skilled candidates thrive on scope for innovation. 2 Thought leadership – promote your key stakeholders. Finally, what changes (if any) do you expect to see in your sector over the next 12 months? 3 We expect that the market will stay the same for the next 3 - 6 months with the continued uncertainty around the market. However, many of our clients are forecasting growth plans which we will start to see emerge mid-2014. Marketing 1 What are you finding is the main reason candidates are looking for new opportunities? Talent management – demonstrate how you can develop and provide clear career paths for hugely talented and ambitious high demand candidates. +44 (0)207 850 6151 Rachel Bowman Director rachel.bowman@emr.co.uk uk.linkedin.com/in/rachelbowman Rachel has a wealth of recruitment expertise and one of the strongest networks within the UK. With over ten years’ experience both client and agency side, she is a specialist in complex search techniques and the provision of senior marketing talent. Currently heading up the Permanent Communications Practice and Interim and Contracts Division within EMR, Rachel manages consultants working across all industry sectors. Watch Rachel’s interview at emr.co.uk/videos www.emr.co.uk +44 (0)207 850 6200 @EMRrecruitment Marketing & Communications Forum 56
  • 57. MARKETERS 'LACKING DIGITAL CONFIDENCE' All articles Tweet Opinion Like Career advice News Share There has been no shortage of bugle-blowing about the UK's potential as a hub for digital marketing, following in the footsteps of the country's burgeoning tech sector. Only 48 per cent of respondents considered themselves highly proficient in digital marketing, while the majority admitted they have received no formal training for their role but instead learned on-the-job. "Marketers are facing a dilemma - they aren't sure what’s working, they’re feeling under-equipped to meet the challenges of digital, and they're having a tough time keeping up with the pace of change in the industry. What's worse, no one hands you a playbook on how to make it all work," said Ann Lewnes, Adobe's Chief Marketing Officer. While the growing popularity of tablets and the 'always-on' mentality of modern consumers offers an unprecedented opportunity for engagement, it also poses a major challenge for businesses not ready to embrace the future. Marketing However, a recent report from Adobe has suggested there is a lack of digital confidence among the UK's marketers, who expressed concerns they may not be ready for the challenges and changes expected over the coming decade. Leaving aside the unusual idea that a playbook would ever show you how anything worked, unless Ms Lewnes was offered computer manuals and design guides for her bedtime stories, it is clear that the sector is feeling some uncertainty as the pace of change picks up. Skills such as creativity remain central to success in marketing, of course, but simply relying on the old platitudes without utilising new technology will see firms fall behind their more forward-thinking counterparts in the sector. This was highlighted by the fact that 76 per cent of respondents feel marketing has changed more in the last two years than it had in the previous 50. But firms "who are taking smart risk and who are training their teams to be more 'digital ready' will be in a great position to capitalise on digital's full promise", concluded Ms Lewnes. Comments Leave your comments in the Marketing & Communications Forum on Linkedin www.emr.co.uk +44 (0)207 850 6200 @EMRrecruitment Marketing & Communications Forum 57
  • 58. COMMUNICATIONS SECTOR INSIGHT Introduction.......................................................59 Permanent salaries............................................60 Interim & contract rates......................................61 Communications bonuses ................................62 Permanent | Communications............................63 Interim | Communications..................................65
  • 59. GROWTH WITHIN CORPORATE AND INTERNAL COMMUNICATIONS Although we’ve seen a tentative up-tick in recruitment across the communications sector, the positive growth we expected to see throughout the year never really came to fruition. With the economy remaining relatively uncertain throughout the year, many businesses held back on hiring robustly. Furthermore, those who had budget to hire remained cautious, often waiting for the ideal candidate before making an offer. On a positive note there have been some pockets of growth. Within the corporate communications sector hiring has certainly risen over the year, a clear reflection of businesses’ increased requirement to control external messages in difficult market conditions. Furthermore, with the economy now beginning to turn, businesses are becoming increasingly concerned with talent retention. As organisations begin to hire again, candidates are becoming more confident. As a result we have witnessed significant growth within internal communications to assist with employee engagement and retention. Communications The appetite for digital communications experts, able to specialise across PR, social platforms and internal communications channels, such as SharePoint, has never been stronger, but talent can be scarce if businesses are hell bent on hiring purist digital comms experts. A trend we are also therefore seeing is more generalist comms experts turning their hand to digital skill-sets, and this is equipping them well for the market which has appetite for them. We anticipate this trend to continue as these skills become more mainstream. On the whole there has been little change in remuneration packages over the year. However, at EMR we have noticed a moderate rise in bonuses being paid out, a possible tactic to encourage staff retention in a market now offering new opportunities. These findings echo those of the market, with almost half of all communications respondents receiving a bonus of up to 10% of their salary over the last 12 months. Throughout this section of the report we take a deeper look into the salaries and bonuses across the communications sector and delve further into the permanent and interim markets. www.emr.co.uk +44 (0)207 850 6200 @EMRrecruitment Marketing & Communications Forum 59
  • 60. PERMANENT SALARIES AVERAGE PERMANENT SALARIES* Average (Min) Average (Max) Director of Communications £100,000 £150,000 Head of Internal Communications £80,000 £120,000 Head of PR and Media Relations £80,000 £120,000 Senior Communications Manager £65,000 £85,000 Internal Communications Manager £50,000 £70,000 Media Relations Manager £50,000 £70,000 Change Communications Manager £50,000 £70,000 Corporate Communications Executive £35,000 £50,000 Communications Assistant £20,000 £35,000 *Please note the average salaries provided in the table above are sourced from EMR’s internal experts and are based on averages across all sectors within the UK. 59% 75% 67% of communications specialists expect to see an increase in pay over the coming year. of permanent professionals expect to see a pay increase of between 0-10% in the coming year. Communications of communications professionals received a pay increase at their last review. HOW SATISFIED ARE YOU WITH YOUR CURRENT REMUNERATION? 48% of communications professionals are either satisfied or very satisfied with their current remuneration package. www.emr.co.uk +44 (0)207 850 6200 6% 21% Very Dissatisfied dissatisfied @EMRrecruitment 25% Neutral 41% Satisfied 7% Very satisfied Marketing & Communications Forum 60
  • 61. INTERIM & CONTRACT RATES AVERAGE INTERIM / TEMPORARY / FREELANCE RATES Average Daily Rate (Min) Average Daily Rate (Max) Communications Director £600 £800 Change Communications Lead £500 £800 Head of Communications £500 £700 Head of Internal Communications £500 £700 Head of PR and Media Relations £400 £600 Change Communications Manager £400 £600 Internal Communications Manager £250 £350 Communications Manager £250 £350 Communications Executive £150 £250 HOW ARE YOU CURRENTLY PAID? 36% 22% of temporary and interim communications professionals expect to see an increase in their pay over the next 12 months. 71% PAYE Communications Limited company 71% of professionals are paid through a Limited Company. 7% Other HOW SATISFIED ARE YOU WITH YOUR CURRENT REMUNERATION? 64% of temporary and interim professionals are either satisfied or very satisfied with their current remuneration package. www.emr.co.uk +44 (0)207 850 6200 8% 7% Very Dissatisfied dissatisfied @EMRrecruitment 21% Neutral 57% Satisfied 7% Very satisfied Marketing & Communications Forum 61
  • 62. COMMUNICATIONS BONUSES AS A PERCENTAGE OF YOUR BASIC SALARY, WHAT LEVEL WAS YOUR LAST ANNUAL BONUS? < 10% 47% 10% - 19% 32% 20% - 29% 11% 30% - 39% 5% 40% - 49% 2% 50% - 59% 1% 60% - 69% 1% 70% - 79% HOW DID THIS DIFFER FROM YOUR BONUS LAST YEAR? 1% 80% - 89% 52% Remained the same 14% Decreased 0% > 100% 26% Increased 0% 90% - 100% 5% Significantly increased 0% 3% Significantly decreased 53% received bonuses in excess of 10% of their salary. 31% of communications professionals received an increase in their bonus year-on-year. Communications Nearly half of all communications professionals received a bonus of less than 10%. HOW WOULD YOU ASSESS YOUR LEVEL OF SATISFACTION WITH YOUR MOST RECENT BONUS? 42% of communications specialists are either satisfied or very satisfied with their most recent bonus. www.emr.co.uk 4% Very dissatisfied +44 (0)207 850 6200 21% Dissatisfied @EMRrecruitment 33% Neutral 35% Satisfied 7% Very satisfied Marketing & Communications Forum 62
  • 63. PERMANENT | COMMUNICATIONS What’s been the single biggest trend you’ve observed in your division over the past 12 months? Looking specifically at skill-sets rather than sector specialisms, we’ve seen a shift in the communications world, with people aligning to their respective sector areas to identifying themselves as ‘internal comms’ professionals or ‘financial PR’ professionals. Niche is king right now, and whilst there are always good opportunities for strong comms generalists, niche comms skill-sets are in high demand, irrespective of industry background. What’s the single biggest trend you expect to see in your division over the next 12 months? How are employers reacting to uncertain market conditions? Hiring managers are keen to explore the market, talent, skill-sets and to know who is out there. However, this hasn’t yet translated into the robust hiring trends that we were expecting to see this year. We are experiencing many cases of roles being placed on hold, despite being mid-way through the recruitment process, as businesses become reluctant www.emr.co.uk +44 (0)207 850 6200 Have there been any significant changes in salaries and bonuses over the past 12 months? Things have remained relatively stable from a remuneration perspective. The one consideration that hiring managers now have is that counter-offers are back, so employers are having to sometimes fight to both attract and retain top talent. Are you seeing growth again, if so in what areas? We are seeing pockets of growth in the junior-tomid level roles, in the £30k-60k bracket. However, the senior end of the market has remained relatively flat, with mostly back-fills of people leaving their roles. Over the past 12 months, the most in demand skill-sets have been internal communications, digital communications, and sector-specific media relations – particularly in financial services, oil and gas and the pharma sector. Communications We expect to see the continued emergence of digital communications as a distinct skill-set within communications teams. Previously ‘traditional’ comms professionals were starting to integrate more into the digital side, but now that digital channels have become core to any corporate communications programme, companies are looking for individuals to take a bespoke approach to the digital component. We also anticipate a further uplift in the need for candidates who have digital platform expertise, notably social media (Twitter, Facebook and LinkedIn) and SharePoint. to overcommit to headcount. In addition, quite a number of employers have decided to take permanent roles down the interim path – a bit of ‘try before you buy’. What are you finding is the main reason candidates are looking for new opportunities? There are still examples of companies downsizing or making redundancies, so there are some good candidates who are not on the market by choice. However, as the market has stabilised we’ve seen a rise in professionals seeking a new challenge. Sometimes this means a step-up, sometimes it’s just a change of corporate scenery. Unless they specifically need a job, good candidates tend to wait for something exciting and transformational. @EMRrecruitment Marketing & Communications Forum 63
  • 64. CAREER TIPS 1 right fit. Be sure to tailor each application to the role at hand and draw-out the most salient aspects that demonstrate that you’re a strong candidate. TALENT ATTRACTION TIPS 1 2 3 Dress your CV for the job you want. Your CV is a marketing tool; it is effectively communicating to a prospective employer why you’re the Remember that the recruitment process is two-way; you will need to “sell” your organisation to good candidates as much as they will need to “sell” themselves to you. There is a lot of volume out there but quality is still hard to come by. You’re hiring a person rather than a piece of paper, so don’t short-list just by CVs alone; a candidate’s fit and motivation is just as important as their experience. 3 It never hurts to have a conversation. Whilst the market isn’t totally flat it’s not overly buoyant either; if a good opportunity crosses your path, even if you’re not actively looking or not 100% sure about the role or company, there’s no harm in having a conversation to discuss further and meet them to see for yourself. Network. Communications is a small and well networked community, it’s a people business and it is crucial to build good relationships. Opportunities often arise from referrals, so get involved with industry trade bodies (CIPR, Melcrum, etc.) and be an active participant at live networking events and across social media. Communications Think laterally. Be open to candidates with different sector experience or a new skill-set to bring to the table. Remember that if a candidate ticks EVERY box they are probably over-qualified, and you need to remember that there needs to be something new in the job to attract them. 2 +44 (0)207 850 6151 Rachel Bowman Director rachel.bowman@emr.co.uk uk.linkedin.com/in/rachelbowman Rachel has a wealth of recruitment expertise and one of the strongest networks within the UK. With over ten years’ experience both client and agency side, she is a specialist in complex search techniques and the provision of senior marketing talent. Currently heading up the Permanent Communications Practice and Interim and Contracts Division within EMR, Rachel manages consultants working across all industry sectors. Watch Rachel’s interview at emr.co.uk/videos www.emr.co.uk +44 (0)207 850 6200 @EMRrecruitment Marketing & Communications Forum 64
  • 65. INTERIM | COMMUNICATIONS What’s been the single biggest trend you’ve observed in your division over the past 12 months? Across the communications market we have seen an increased need for commercial business partners rather than managers. Businesses have focused their hiring on candidates who can actually imbed into a business area and advise and coach their senior leaders. In addition, we have noticed a slight decline in the recruitment of senior managers, heads of department and directors. There seems to be a growing need for knowledgeable and delivery focused contractors to make an immediate impact and gain quick wins. What’s the single biggest trend you expect to see in your division over the next 12 months? There has been a rise in more junior roles, fixed term or day rate contracts and the hiring of more generalists who have the experience and ability to fulfil a number of marketing duties. Furthermore, we have also witnessed an increase in businesses using internal resources for new projects to cut costs and minimise risk. Are you seeing growth again, if so in what areas? We are certainly witnessing growth in the demand for digital project and change communications managers, where companies are undergoing change and investing in new programmes and platforms. There is also a growing requirement for specialist ROI driven marketers with skills across CRM, acquisition and retention. Communications The biggest trend we expect to see is an increased requirement for digital experts and the development of separate digital communications teams. Similar to the influx of the digital experts within marketing, communications teams will have specialised digital communicators to develop their social media, digital PR, intranet presence, etc. How are employers reacting to uncertain market conditions? +44 (0)207 850 6150 Melissa Pierson Managing Consultant melissa.pierson@emr.co.uk uk.linkedin.com/in/melissapierson1 Melissa is an experienced recruiter within the marketing and communications industry. Having over five years’ recruitment experience, she has completed senior level assignments across a variety of sectors and has an impressive network of interim and contract specialists. Managing one of EMR’s specialist interim and contract divisions, Melissa has a dedicated team to support recruitment needs covering the retail, FMCG, not-for-profit, education, entertainment, media, publishing, utilities and pharmaceutical sectors. www.emr.co.uk +44 (0)207 850 6200 @EMRrecruitment Marketing & Communications Forum 65
  • 66. RATING 20 Y LEB EA CE RS 2010 IN SP EC IA LIS T R E C R UIT M EN EMR’s S ão Paulo office launches , making us the first mark eting rec ruitment specialis t in Brazil. T IN SP RATING 20 Y LEB EA CE RS EC IA LIS T R E C R UIT M EN T Finally, what changes (if any) do you expect to see in your sector over the next 12 months? Most candidates are looking for a fresh challenge and a new industry. Many within the market have been on long-term contracts and as a result seek a new challenge to further enhance their contracting skill-set. They are also keen to immerse themselves in SP EC organisations that are investing in new projects, where NT IA LI ME they can ST RECRUIskills and shape how things are learn new T taken to market. We expect to see a continued rise in demand for specialist skills across marketing, communications and digital. We also anticipate a rise in senior appointments being made, which will hopefully funnel down to the hiring of new teams and encourage an exciting time for the industry. IN What are you finding is the main reason candidates are looking for new opportunities? CAREER TIPS TALENT ATTRACTION TIPS 1 3 1 2 Be thorough in your interview process. Candidates can and will overplay their skills and experience at interview, but a bad hire is usually down to a poor or dismissive interview process. Act quickly. If you are impressed with a particular candidate at interview the likelihood will be that other line managers will be too, so the quicker you make decisions the quicker you will secure great people. www.emr.co.uk +44 (0)207 850 6200 3 @EMRrecruitment Communications 2 Sell the story of the company, where you are and where you want to be. Active candidates will see many job specs throughout their job hunt, most they will forget so it’s the most compelling story and vision they will remember and engage with. Get to know and practise the new channels / tools etc. within your market. Other organisations may not be doing the same and will value this experience. Try to be creative and take control of your learning experiences in and outside of the working environment. Network and subscribe to professional bodies, LinkedIn groups etc. This will help you soak up knowledge and best practice, but also keep aware of what is happening in other organisations within your profession. Be confident in sticking your hand up and asking for more duties and responsibilities in your current role that will enhance your skill-set and hopefully give you more exposure within the business. Marketing & Communications Forum 66
  • 67. COMMS 'BECOMING MORE COLLABORATIVE' All articles Tweet Opinion Like Career advice News Share Communications directors are being encouraged to spend more time working with other departments and collaborating on large-scale projects, not only with natural bedfellows such as marketers but with decisionmakers across the business landscape. According to the latest Comms Directors Survey from PR Week, operations, legal, finance and HR are some of the areas where communications professionals are being asked to help out. This leads to new challenges for communications professionals, but it can also allow them to stake a claim as one of the central parts of their organisation. Guy Corbet, Managing Director for Corporate and Brand at Brands2Life, told PR Week that “Social and digital are also changing the rules, forcing corporations to plan more and put in place resources to ensure they are more agile.” The increasing tendency for firms to enter ‘crisis mode’ when the internet gets hold of a story that could show them in a negative light also means comms directors need to be adept at fire-fighting and coping with high-pressure situations. Communications With the emergence of the 24-hour news cycle, driven by the popularity of Twitter and other social media platforms, businesses are more aware than ever before of how they are perceived by the public. consumer activism and the growing demand for business transparency are also having an impact on the industry. “Communications is now bringing together different functions within the business to ensure that what they say they are doing reflects the reality of what they are doing,” he explained. In the words of the un-named director of comms at a multinational company that faced a great deal of scrutiny over the last 12 months, communications experts are now “like internal consultants, pulled into a whole variety of meetings we might not have been in before”. Furthermore, internal and external communications have become better aligned – 71 per cent of directors said they plan these two aspects of their strategy jointly most of the time, helping firms put out a more unified message. Comments Leave your comments in the Marketing & Communications Forum on Linkedin www.emr.co.uk +44 (0)207 850 6200 @EMRrecruitment Marketing & Communications Forum 67
  • 68. DIGITAL SECTOR INSIGHT Introduction.......................................................69 Permanent salaries............................................70 Interim & contract rates......................................72 Digital bonuses .................................................73 Permanent | Digital.............................................74 Interim | Digital...................................................76
  • 69. DIGITAL TALENT - IT’S ALL OUT WAR! The times are certainly changing! And no other sector has experienced change to quite the same degree as the digital sector. Along with the continuous evolvement across the digital area, one of the biggest challenges businesses face is finding the right talent, at the right level. As demands change and businesses become more focused and targeted, the need for specialist experts is increasing. From specialists within paid search, eCommerce and mobile development through to online and user experience professionals, the landscape of the digital marketer is becoming ever more specialist and focused. However, in the current marketplace demand for such specialists certainly outweighs supply. As a result, digital marketing professionals, in particular those who hold specialist skill-sets, are in a strong position to pick and choose the businesses they wish to work for. And over the past 12 months, there has certainly been a growing trend of digital marketers choosing to work for the most innovative businesses. Organisations who fail to stay ahead of the market, or at least on top of the latest technological trends, often lose out in attracting or retaining the top talent. This shift in demand and supply has certainly impacted salaries and rates across the market, with the majority of the professionals experiencing a pay rise over the year. In fact, of the digital marketers surveyed, over 60% received a pay rise at their last review and looking ahead, three quarters expect to see a pay rise in the coming year. Digital As new technologies continue to develop, clearly demand will continue to outstrip supply, particularly across areas such as mobile and social. However, the big question in everyone’s mind is, where will all the talent come from? Throughout this section of the report we take a deeper look into the salaries and bonuses across the digital sector and delve further into the permanent and interim jobs markets. www.emr.co.uk +44 (0)207 850 6200 @EMRrecruitment Marketing & Communications Forum 69
  • 70. PERMANENT SALARIES AVERAGE PERMANENT SALARIES* Head of Digital £70,384 Digital Marketing Manager £44,956 Content Manager £42,680 Social Media Manager £41,020 Digital Marketing Executive £28,996 Social Media Executive £26,318 *Please note the average salaries provided in the table above are sourced from EMR’s internal data and are based on averages across all sectors within the UK. 60% of digital professionals received a pay increase at their last review. 75% 67% of digital marketers expect to see an increase in pay over the coming year. of digital professionals expect to see a pay increase of between 0-10% in the coming year. 41% of digital marketing professionals are either satisfied or very satisfied with their current remuneration package. www.emr.co.uk +44 (0)207 850 6200 Digital HOW SATISFIED ARE YOU WITH YOUR CURRENT REMUNERATION? 7% 18% Very Dissatisfied dissatisfied @EMRrecruitment 34% Neutral 34% Satisfied 7% Very satisfied Marketing & Communications Forum 70
  • 71. PERMANENT SALARIES SPECIALIST PERMANENT ROLES Min Max Product Development Director £100,000 £140,000 Head of Digital Product Management/Development £70,000 £85,000 Mobile Product Manager £50,000 £60,000 Digital Product Manager £45,000 £55,000 Min Max eCommerce Director £100,000 £150,000 Head of eCommerce £70,000 £90,000 eCommerce Manager £50,000 £65,000 WEB ANALYTICS Min Max Web Analytics & Optimisation Manager £50,000 £60,000 Web Analyst £35,000 £45,000 USER EXPERIENCE Min Max Head of User Experience £70,000 £85,000 User Experience Manager £45,000 £60,000 Min Max Head of Online Acquisition £60,000 £80,000 Online Acquisition Manager £45,000 £55,000 Min Max Head of Paid Search / SEM / PPC £50,000 £70,000 Paid Search Manager / SEM Manager /  PPC Manager £40,000 £50,000 Paid Search Exec / SEM / PPC Exec £25,000 £30,000 PRODUCT ECOMMERCE ONLINE ACQUISITION Digital PAID SEARCH www.emr.co.uk +44 (0)207 850 6200 @EMRrecruitment Marketing & Communications Forum 71
  • 72. INTERIM & CONTRACT RATES AVERAGE INTERIM / TEMPORARY / FREELANCE RATES Average Daily Rate (Min) Average Daily Rate (Max) Digital Director £600 £800 Head of Digital £450 £650 Digital Marketing Manager £200 £350 Digital Marketing Executive £125 £175 Digital Marketing Assistant £100 £125 31% 46% of temporary and interim professionals expect to see a rise of between 5-10% in the next year. Only of temporary and interim digital professionals expect to receive no pay increase over the next 12 months. 36% of interim employees received a bonus in the last year. HOW ARE YOU CURRENTLY PAID? 23% PAYE 69% Limited company 8% 69% of professionals are paid through a Limited Company. Other 31% of temporary and interim professionals are dissatisfied with their current remuneration package. www.emr.co.uk +44 (0)207 850 6200 Digital HOW SATISFIED ARE YOU WITH YOUR CURRENT REMUNERATION? 31% Dissatisfied 38% Neutral @EMRrecruitment 23% Satisfied 8% Very satisfied Marketing & Communications Forum 72
  • 73. DIGITAL BONUSES AS A PERCENTAGE OF YOUR BASIC SALARY, WHAT LEVEL WAS YOUR LAST ANNUAL BONUS? < 10% HOW DID THIS DIFFER FROM YOUR BONUS LAST YEAR? 49% 5% Significantly increased 10% - 19% 36% 20% - 29% 9% 30% - 39% 3% 40% - 49% 28% Increased 2% 48% Remained the same 12% Decreased 50% - 59% 1% 7% 60% - 69% Significantly decreased 1% 36% of digital professionals received a bonus of between 10 and 19%. Only 16% received a bonus of 20% and upwards. 33% of digital marketers witnessed an increase in their bonus year-on-year compared to 19% who experienced decreases. HOW WOULD YOU ASSESS YOUR LEVEL OF SATISFACTION WITH YOUR MOST RECENT BONUS? Digital 44% of digital professionals are either satisfied or very satisfied with their most recent bonus. www.emr.co.uk 6% Very dissatisfied +44 (0)207 850 6200 20% Dissatisfied @EMRrecruitment 30% Neutral 41% Satisfied 3% Very satisfied Marketing & Communications Forum 73
  • 74. PERMANENT | DIGITAL What’s been the single biggest trend you’ve observed in your division over the past 12 months? How are employers reacting to uncertain market conditions? The key trend within the market is the fight for hard-to-find talent across specialist areas of digital. We’ve noticed high levels of demand for professionals with experience in driving high quality traffic to websites and roles based around improving website conversion. As businesses have grown their digital offering, they have redefined roles to make them narrower and more specialist. This has allowed digital teams to drive the required commercials, due to having channel experts rather than professionals who touch on each channel. This can vary from business to business. Organisations that are more entrepreneurial move fast when they find good talent, but for the most part, there is still a lot of caution in the market. One effect of the recession is that team sizes have been reduced and some professionals have had to work harder and longer hours. Now that the market is picking up, businesses are becoming more selective in who they will hire. There are lots of instances where businesses will keep looking until they find the ‘perfect candidate’, even if this means having nobody in the post for a period of time. What’s the single biggest trend you expect to see in your division over the next 12 months? Have there been any significant changes in salaries and bonuses over the past 12 months? We expect there to be a continuing trend towards specialist digital roles such as mobile product specialists. We also anticipate that more digital agency specialists will move client side, as there is growing appetite for professionals with ‘hands on’ experience to work in-house. In addition, the profile of candidates is changing within marketing as organisations look for candidates with backgrounds in areas such as maths, statistics and economics, due to the highly analytical nature of digital roles. There are always going to be professionals who receive sizeable salary increases if they have skills that are in high demand but short supply. The specialisms in which we have noticed uplift include SEM / PPC, CRO and analytics, attribution modelling, mobile product management and user experience. Digital +44 (0)207 850 6125 aaron.walker@emr.co.uk Aaron Walker Managing Consultant uk.linkedin.com/in/aaronwalkeremr Aaron leads EMR’s Digital and eCommerce Practice, where he and his team work with a wide range of businesses from FTSE listed omni-channel retailers to VC-backed pureplay eCommerce operations. Aaron brings over seven years’ experience in recruiting across this area within core consumer markets. www.emr.co.uk +44 (0)207 850 6200 @EMRrecruitment Marketing & Communications Forum 74
  • 75. TALENT ATTRACTION TIPS 1 CAREER TIPS Take a 360 approach and align yourself with one or two specialist recruiters who can service your business needs. Test their knowledge, experience and contacts within the market so you know 1 you can go straight to them with any needs and they’ll be able to deliver the right people. 2 3 Recruitment is a two-way process so ensure you’re willing to “sell” your business and the opportunity. Digital people are in demand and as the skillsets are quite new, there is a lack of supply. Good candidates will have lots of opportunities being put in front of them. Develop some kind of talent mapping strategy in house. In addition, a good recruiter will be speaking to people in the market every day so you can tap into their network. 3 Have there been any roles in particular where you have noticed an increase or decrease in the supply of candidates? +44 (0)207 850 6200 Have an open mind; try not to be too prescriptive in your search and do be open to opportunities that might not seem exactly what you’re looking for at first glance. I’ve known of countless instances where people have thrived in roles that they weren’t interested in at first. Find yourself a mentor who can help you develop your career. It could be a colleague or a contact through networking or through something more formal such as The Marketing Academy. What are you finding is the main reason candidates are looking for new opportunities? The market has changed over the last couple of years and is more candidate driven, especially for those ‘in-demand skills’. Candidates are a lot more passive in their search and aren’t necessarily applying for masses of roles. This makes it harder to understand people’s motivations for moving on, thus candidates are reviewing a number of opportunities before choosing to apply for a role. Most candidates are looking for progression and development; however, there are always those who want large salary increases. @EMRrecruitment Marketing & Communications Forum 75 Digital The fight for talent is within the specialist areas, particularly sectors such as retail, travel and betting. These are competitive markets from a customer acquisition, retention and conversion point of view; organisations want people who can really drive business. www.emr.co.uk 2 Align yourself to either one or two good recruitment agencies that can support you in your search. Most people don’t have the time (or inclination) to spend their evenings and weekends searching for roles so a good recruiter will do that for you.
  • 76. C 20 YEAR TING S RA EB EL 2013 w office in ches a ne EMR laun panding its , further ex . Singapore rnationally ffering inte business o IN N T INTERIM | DIGITAL SPE C I A LIS T R E C R UI TM E +44 (0)207 850 6147 laurence.johnson@emr.co.uk Laurence Johnson Senior Consultant 20 YEAR TING S C RA uk.linkedin.com/in/laurenceoliverjohnson EB EL IN What’s been the single biggest trend you’ve observed in your division over the past 12 months? In the past 12 months there has been a noticeable shift in the number of specialist digital positions, particularly among clients looking for a targeted marketing approach. The majority of roles have been acquisition orientated with an even split between natural and paid search. Equally, the need for talented user experience professionals has also been evident, as businesses compete for the most effective customer journey platforms to increase sales. What’s the single biggest trend you expect to see in your division over the next 12 months? www.emr.co.uk +44 (0)207 850 6200 SPE U ECR How are employers reacting CIAuncertain to LIST R market conditions? IT M E More employers have been airing on the side of caution, resulting in permanent recruitment processes becoming more thorough. This has opened the door for interim candidates to act as a short term measure before the permanent option accepts or serves their notice. In addition, market doubts have caused hiring managers to become more risk averse in hiring candidates on a permanent basis, giving rise to more temp opportunities. Have there been any significant changes in salaries and bonuses over the past 12 months? Across the interim sector salaries and bonuses for digital professionals have remained fairly consistent over the past 12 months. We witnessed much greater fluctuation in 2012 due to the introduction of Agency Worker Regulations (AWR). @EMRrecruitment Marketing & Communications Forum Digital The general consensus is that mobile marketing is going to be a key growth area for businesses looking to meet the ever growing demands of customers. Our own results show that candidates are becoming more inclined to explore opportunities through smart phones and tablets, to cater for their busy lifestyles. In order to keep customers engaged and to stay current, businesses have to invest in mobile marketing and mobile product specialists to give them a competitive edge. N T With a degree in marketing and close to four years’ specialist marketing recruitment experience at EMR, Laurence has proven knowledge and credibility within his field. Operating as a Senior Consultant, Laurence specialises within senior interim / fixed term hires across financial and professional services, predominantly focusing on digital marketing. 76
  • 77. Are you seeing growth again, if so in what areas? What are you finding is the main reason candidates are looking for new opportunities? There have definitely been pockets of growth in recent months. Within financial services, an increase in digital positions across the payments sector has been evident with a number of SME businesses adopting aggressive growth plans, which has favoured the hiring of acquisition specialists. Similarly, the charity sector has experienced the cost effective benefits of digital platforms, with a number of organisations investing heavily in digital talent. In the interim market contractual arrangements often define when candidates need to look for new opportunities. However, we have witnessed an increase in candidates moving due to a lack of confidence in their employers’ digital offering, for example slow up take and little investment in trends such as social media have been raising concerns among professionals. TALENT ATTRACTION TIPS CAREER TIPS 1 2 I would certainly encourage candidates to experiment with new sectors to increase their versatility and commercial digital knowledge. The digital market is very transferable, which offers a world of opportunity with new exciting vacancies and career development. +44 (0)207 850 6200 dilute the credibility of a brand / role, but the recruitment process is often made far longer. 2 Lastly I would advise candidates to be proactive. Whilst it may seem obvious, the opportunities that arise through being well-networked are invaluable in a difficult market. www.emr.co.uk 1 I would advise organisations to be selective with the agencies they are engaging with, focusing on specialism as opposed to volume. Not only can adopting too many agencies seriously 3 @EMRrecruitment Similarly, businesses in this market need to appear to be savvy and welcoming to the benefits of digital marketing, as opposed to being reactive to new trends. Digital 3 In a competitive market such as this, candidates must be very commercial in their delivery, ensuring they can present the measurable benefits and ROI that have made a significant impact on businesses they have worked for. Equally, candidates must feel businesses will invest in their development and training, giving their employees the ability to be forward thinking with their digital strategy. Marketing & Communications Forum 77
  • 78. WHEN IS SOCIAL MEDIA RIGHT FOR A BRAND? All articles Tweet Opinion Like Career advice News Share With too many marketing professionals, formulating a social media presence is treated the same way as eating pizza - when it’s good, it’s good, and when it’s bad, it’s still pretty good. Because of the buzz around platforms such as Twitter it seems crucial to get involved, but too often little attention is paid to the quality or appropriateness of a firm’s social marketing. The role of marketers in this situation should be to assess how a business should shape its online presence, drawing on whatever metrics are available to make their judgement. First and foremost, he argued, businesses should only opt for social media marketing if they feel they have the time, technological expertise and funding to commit to it fully - a half-baked presence is often worse than none at all. Other reasons to avoid opting for social are “when social media does not fit with your brand image and if early adopters of social media within your market have taken up much of the target audience’s attention,” declared Mr Mitchell. He argued that utilising a trial period of three months or so and working out the best way to go about setting up a presence on Facebook and Twitter can often be a good step for firms - this might lead them to utilise lesser-known platforms that better suit their brand, or indeed to avoid the world of social altogether. Digital Vincent-Wayne Mitchell, Professor of Consumer Marketing at Cass Business School, recently wrote that many companies remain relatively uncertain about how best to harness the power of social media, despite its high-profile presence in industry journals and discussions. Writing in Marketing Magazine, he suggested there need to be clear reasons to invest in social media before a business commits to it, warning against simply charging blindly ahead and following the crowd. Ultimately, social media is like skinny jeans. Yes, they’re very popular - but that doesn’t necessarily mean everyone is going to look good in them. Comments Leave your comments in the Marketing & Communications Forum on Linkedin www.emr.co.uk +44 (0)207 850 6200 @EMRrecruitment Marketing & Communications Forum 78
  • 79. WHAT OUR CLIENTS SAID MARKET EXPECTATIONS What do you anticipate will be the key trend across the marketing, communications and digital sector over the coming year? What impact will this have on resourcing? Like • Comment “The growth of mobile is no doubt going to drive a lot of interest, but the biggest issue remains at the senior levels, as CMO roles etc. become open. There still remains a shortage of people with deep digital expertise that can run a sizeable operation for a corporate.” Just now “We are looking for people who understand the power of technology and the influence this has on how a customer perceives and ultimately advocates the brand. We need innovators to ensure our customers receive an exceptional experience, however they wish to engage with the brand.” 1h ago “Broad experience gained across multiple sectors remains the key to a long term career.” 3h ago “Value for money, accountability and budget justification will be essential next year. We need to be better at showing how effective marketing is within the business.” 4h ago “I think the trend will be towards a new breed of data savvy, analytically driven marketers who are experts in neuroscience and the latest in econometrics - in short, marketing will become more about science than art.” 4h ago Leave your comments in the Marketing & Communications Forum on Linkedin www.emr.co.uk +44 (0)207 850 6200 @EMRrecruitment Marketing & Communications Forum 79
  • 80. FUTURE MARKET (EXPECTATIONS) Market & economic outlook...............................81 International ......................................................83 Salary expectations...........................................84
  • 81. MARKET & ECONOMIC OUTLOOK OVERALL, HOW DO YOU FEEL ABOUT THE FUTURE OF THE UK ECONOMY OVER THE NEXT 12 MONTHS? 1% 14% 33% Extremely pessimistic Pessimistic The positive economic outlook continues to grow across the market, with over half of all respondents feeling optimistic about the next 12 months. Neutral 30% more respondents felt optimistic about the economy compared to the same time last year. 51% 1% Optimistic Extremely optimistic COMPARED WITH THE LAST SIX MONTHS, HOW CONFIDENT DO YOU FEEL ABOUT THE ECONOMIC PROSPECTS FACING YOUR COMPANY IN THE NEXT SIX MONTHS? 1% 13% 29% 52% 1% Extremely pessimistic Pessimistic Neutral Optimistic Extremely optimistic DO YOU ANTICIPATE CHANGING JOBS IN THE NEXT 12 MONTHS? 44% Yes 24% Unsure 32% 80% No +44 (0)207 850 6200 Yes 16% Unsure 4% No Marketing, communications and digital professionals are in it for the long haul! Over 80% of respondents see marketing as a long-term career path. @EMRrecruitment Marketing & Communications Forum Expectations Almost half (44%) of all respondents anticipate changing jobs in the coming 12 months. www.emr.co.uk OVERALL, DO YOU SEE MARKETING AS YOUR LONG-TERM CAREER PATH? 81
  • 82. RATING 20 YE LEB AR CE S 2014 MARKET & ECONOMIC OUTLOOK EMR rea ches its 2 0 year milestone following rapid expansio n over th e past two deca des WHAT ARE YOUR EXPECTATIONS FOR YOUR BUSINESS IN THE NEXT 12 MONTHS? PLEASE TICK ALL THAT APPLY. IN SP 43% Profitability of business EC IA LIS T R E C R UIT M EN T 39% Business process / policy changes RATING 20 YE LEB AR CE S 30% Budget cuts 30% Increase in staff 25% Recruitment freeze IN SP 23% Salary freezes EC IA LIS T R E C R UIT M EN T 23% More money available for future investment 17% Greater focus on regulatory issues 16% Job cuts 16% Salary increases 16% Increased spend on staff training Cuts in funding for staff training 6% None 2% Salary decreases www.emr.co.uk +44 (0)207 850 6200 @EMRrecruitment Marketing & Communications Forum Expectations Business profitability tops the anticipated key trends for the coming 12 months, knocking budget cuts off the number one spot from the previous year. In addition, more respondents (5%) expect to see an increase in headcount across their business. 12% 82
  • 83. INTERNATIONAL WHICH OF THE FOLLOWING COUNTRIES WOULD YOU CONSIDER RELOCATING TO FOR A SUITABLY ATTRACTIVE JOB OPPORTUNITY? Please tick all that apply. 51% 45% 39% 34% 24% USA Australia Europe - Mainland Canada New Zealand 22% 22% 14% 13% 11% Hong Kong Singapore UAE Ireland South Africa 9% 9% 7% 5% Japan Malaysia China India The USA remains the most popular destination for relocation among respondents. 25% None of the above, I would not consider relocating More males (80%) would consider relocating compared to females (73%). WHY WOULD YOU CONSIDER EMIGRATION? Please tick all that apply. 59% Improved quality of life 42% 16% Improved salary Stronger economy 35% 53% Experience a different culture Better employment opportunities 19% 48% New career opportunity Friends and family 15% Tax benefits 12% Better employment conditions Expectations www.emr.co.uk +44 (0)207 850 6200 @EMRrecruitment Marketing & Communications Forum 83
  • 84. SALARY EXPECTATIONS DO YOU EXPECT A SALARY INCREASE IN YOUR CURRENT ROLE IN THE NEXT 12 MONTHS? PERM & CONTRACT Response 2013-14 Response 2012-13 Yes, 0 - 5% 50% 46% Yes, 5 - 10% 19% Yes, 10 - 20% Yes, more than 20% Response 2012-13 Yes, 0 – 5% 12% 11% 17% Yes, 5 – 10% 18% 20% 6% No, I expect it to remain the same No, I expect a salary decrease Response 2013-14 7% Yes, 10 – 20% 9% 11% 3% 3% Yes, more than 20% 2% 8% 46% 46% 13% 5% 22% No, I expect it to remain the same No, I expect a salary decrease 27% 0% TEMP 1% 8% fewer temp / interim / freelance professionals expect to see a decrease in salary over the next 12 months. 4% more permanent respondents expect to see a 0-5% increase in salary over the coming 12 months than in 2012-13. Response 2013-14 Response 2012-13 Yes, 0 – 5% 49% 44% Yes, 5 – 10% 18% 17% Yes, 10 – 20% 6% 7% Yes, more than 20% 3% 3% No, I expect it to remain the same 23% 28% No, I expect a salary decrease 1% 1% OVERALL Almost half (49%) of all respondents expect to receive a salary increase of between 0-5% in the next year. IF YOU WERE CONSIDERING A NEW ROLE (EXTERNALLY), WHAT WOULD YOU PERCEIVE TO BE AN ACCEPTABLE INCREASE IN BASIC SALARY? 3% 2% 7% 21% 8% 3% www.emr.co.uk 1-5% increase 26% 5-10% increase +44 (0)207 850 6200 10-15% increase 20-25% increase Expectations 0% increase 30% 15-20% increase 25-30% increase 30% increase or more @EMRrecruitment Marketing & Communications Forum 84
  • 85. INCREASED DEMAND FOR FLEXIBLE WORKING All articles Tweet Opinion Like Career advice News Share Over the past few years flexible working has become a regular hot topic within the media. From job sharing and flexitime to remote and home working, the pros and cons have been widely debated. With many large organisations beginning to adopt a flexible working approach, other businesses have not been so forthcoming. For example, in early 2013 Yahoo’s CEO, Marissa Mayer, retracted the employee benefit of working-from-home with the aim of increasing creative team collaboration within the office. A bold and regressive step for many, a return to sense for some. However, according to a study by Vodafone and the Royal Society of Arts (RSA), organisations who adopt a more flexible approach to the working environment are likely to benefit from a boost in employee productivity. The survey found that employees estimated there would be a significant increase in the number of productive hours each week with the introduction of flexible working. These findings reflect a wealth of research into the area, with study after study showing that an improved work-life balance can increase employee well-being and empower employees, increasing productivity and engagement with the business. Now that economic indicators collectively seem to be pointing in a positive direction for the first time in a while, we are seeing employee security increase dramatically, and with it, confidence to seek out new opportunities and make demands for greater flexibility in those roles. In fact, the results from our survey show that over half of marketing, communications and digital professionals see flexible benefits as being either a ‘very important’ or ‘vital’ part of their jobs. Technology was always supposed to be the ‘great enabler’ but it seems for some that the flexibility it can afford us is a threat to the old way of doing things, where people clocked-in and clocked-out. The current generation are perhaps too clocked-in and professional burnout is a genuine generational concern. We need to heed the benefits, the freedoms, and the flipside to this technological advancement, not just suffer its handcuffing. Comments Leave your comments in the Marketing & Communications Forum on Linkedin www.emr.co.uk +44 (0)207 850 6200 @EMRrecruitment Marketing & Communications Forum 85
  • 86. Respondent profile ACKNOWLEDGEMENTS Current market We’d like to thank everyone who kindly took their time completing this year’s survey. To help us continue providing the most comprehensive trend report we hope you will continue to support us next year. We also hope that you found the information and results produced useful and welcome any suggestions for our next issue to: salarysurvey.uk@emr.co.uk Unemployment Marketing Communications Digital DISCLAIMER www.emr.co.uk +44 (0)207 850 6200 @EMRrecruitment Marketing & Communications Forum Expectations This research was carried out by means of an electronic questionnaire and supplemented with data and market information that EMR has access to. The results are provided as generic market information only. EMR does not make any warranties regarding the use, validity, accuracy or reliability of the results and information obtained. EMR will not be liable for any damages of any kind arising out of or relating to use of this information.
  • 87. EMR is a leading international marketing, communications and digital recruitment specialist, with offices in Leeds, London, Moscow, Singapore and São Paulo. With 20 years’ experience, we are passionate about delivering the highest service levels in the industry through a tailored approach for both clients and candidates. With a dedicated team of experienced consultants operating across all vertical markets, we are the recruitment partner of choice to many of the world’s leading brands. We abide by rigorous client and candidate charters; these demanding minimum standards ensure our service remains the best in the industry and that we’re viewed as trusted advisors. In short, we keep our promises and continue to successfully deliver. As part of FiveTen Group, one of the fastest growing groups of specialist recruitment consultancies in the world, we are able to provide the local expertise and knowledge you need while being supported by a global group. For more information about what EMR can do for you, please visit our website. london@emr.co.uk +44 (0)207 850 6200 www.emr.co.uk @EMRrecruitment Marketing & Communications Forum Marketing | Communications | Digital emr.co.uk