2012 US Consumer Goods Marketing | Talent Pool Report


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See the supply and demand for marketing professionals in the US consumer goods industry, as well as the top factors that marketers look for in a new job.

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2012 US Consumer Goods Marketing | Talent Pool Report

  1. 1. Talent InsightsTalent Pool ReportTechnical - Consumer Goods IndustryMarketing Salespeople September 2012Executive Summary Where should you look for talent?Did you know that a consumer goods marketing • Hidden Gems: These mid-sized markets have relativelyprofessional living in New York is over two times more lower demand, meaning hiring is likely to be easierlikely to be contacted by a recruiter than a similarmarketing professional living in Philadelphia? LinkedIn • High-Demand: These are the largest markets, wheredata shows that: overall demand is also highest and hiring may be difficult • There are over 95,000 total consumer goods marketing • Saturated: These small to mid-sized markets also have professionals throughout the United States very high demand, meaning hiring is likely to be difficult • New York has the biggest population of talent, but also has the highest demand of any other market • Ohio’s major cities–Cincinnati, Cleveland, and Region Quadrant Columbus–have the most over-saturated demand for talent, making it hard to recruit in those markets 100 SATURATED HIGH-DEMAND Chicago • Medium, lower-demand markets like Philadelphia and 90 New York City Orange County are likely to offer untapped sources San Francisco Bay of talent 80 Cincinnati • Mobile and online marketing (e.g. SEM, PPC, Mobile Marketing) skills are in high demand 70 • While this pool is driven primarily by compensation Dallas/Fort Worth Minneapolis/St. Paul and benefits, they differ from other talent in that they Atlanta Demand Index Boston 60 value employers who are innovative and offer a strong Columbus, OH Los Angeles career path Cleveland/Akron, OH Baltimore, MD Orange County, CA 50Overview Philadelphia 40A world of insights can be gathered from LinkedIn’s175 million members - the world’s largest professionalnetwork. “Marketing” is the third most searched termamong recruiters, showing that the market for marketing 30 HIDDEN GEMSprofessionals is one of the hottest in the US. LinkedInrecruiter activity and member data can be used to 500 1,000 2,000 5,000 10,000 15,000determine supply and demand for this talent pool. A higher Supply (# Professionals)demand index means that the average professional in aregion is receiving more contact from recruiters than peersin other regions. Which skills are in short supply? Recruiter activity can also highlight which skills are in highDemand based on recruiter activity on LinkedIn demand. For consumer goods marketing professionals, our Large, high-demand data shows that expertise with skills like mobile marketing, regions web analytics, pay-per-click (PPC), and search engine marketing (SEM) is highly sought after on LinkedIn. Professionals with these skills are up to 7x more likely to DEMAND be contacted by a recruiter. Therefore, expect to spend Large, low-demand more time filling positions that require these skills. regions “Hidden Gems” SUPPLY Number of talent pool members in each region
  2. 2. What do marketing professionals consider when evaluating a job?Percentage who believe each attribute is important when considering a job opportunity 64%EXCELLENT COMPENSATION & BENEFITS 67% 51% GOOD WORK-LIFE BALANCE 53% 28% STRONG CAREER PATH 40% AN INNOVATIVE EMPLOYER (NOVEL 18%WORK PRACTICES, FORWARD-THINKING) 33% 27% ABILITY TO MAKE AN IMPACT 32% A COMPANY CULTURE THAT FITS 27% MY PERSONALITY 32% AN ORGANIZATION THAT PRODUCES 12%INNOVATIVE PRODUCTS AND SERVICES 25% 37% JOB SECURITY 22% US Average Marketing ProfessionalsHow can you reach out to this critical talent pool?Reach this critical talent by leveraging the assets you already have on LinkedIn. Beyond that, posting your marketing positionson LinkedIn allows our matching algorithms to put those jobs in front of relevant candidates – active or passive. 1. Employees’ Networks Engage with the talent already connected to your employees Over 5.4M LinkedIn members – including your employees – are connected to this talent pool 2. Company Followers Post relevant information about your company and industry Members are nearly 3x more likely to apply for jobs at companies they follow 3. Company/Career Page Give candidates a picture of what it’s like to work for your company Showcase your employment brand with focused, targeted content 4. Targeted Advertising Dynamically deliver your message to members that fit your opportunity - on and off LinkedIn Drive traffic to your career page and jobs, or reach out to passive candidates directlyWant to learn more about how your company is already connected to this talent pool and how you can best leverage theseassets to reach this important talent pool for job opportunities? talent.linkedin.comSurvey Methodology: In July-August 2012, LinkedIn conducted online interviews among 4,897 members who reside in the United States. Copyright © 2012 LinkedIn Corporation. LinkedIn, the LinkedIn logo, and InMail are registered trademarks of LinkedIn Corporation in the United States and/or other countries. All other brands and names are the property of their respective owners. All rights reserved.