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Lessons from the Web Front Lines


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Aquent and Monster recently conducted a survey to better understand the career landscape and outlook for interactive and Web professionals.

In this Aquent-sponsored AMA webcast, Paul Jamieson, research manager with Monster Intelligence, and Jason Brownewell, director of Aquent’s Interactive Design Practice:

- Share the results of the Aquent | Monster Interactive Career Outlook Survey

- Explore compensation trends in interactive and Web positions

- Provide an overview of specialized skill sets that are increasing in demand

- Explain how employers can attract interactive/Web talent in this marketplace

Published in: Career, Business, Technology
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Lessons from the Web Front Lines

  1. 1. Thefollowingpresentationwill: •SharetheresultsoftheAquent|MonsterInteractive CareerOutlookSurvey •ExplorecompensationtrendsininteractiveandWeb positions •Provideanoverviewofspecializedskillsetsthatare increasingindemandincreasingindemand •Explainhowemployerscanattractinteractive/Web talentinthismarketplace
  2. 2. Lessons from the Web Front Lines Attracting, keeping and developing Web talent in an uncertain economy
  3. 3. Research methodology • Aquent and Monster and invited employers and Web professionals to complete an online survey • 1,030 Web Professionals - November & December 2008 • 163 Web Professional Employers / Recruiters – January 2009
  4. 4. Web professional respondent profile • 91% are involved in UI design, content development or online marketing • 65% Individual contributor / 35% manager or department head • 56% Male / 41% Female (3% declined to be identified) • Highly educated – 76% have a college degree or higher • Span the X, Y and Boomer generations 30% - 21 – 34 years 55% - 35 – 54 years 12% - 55 – 64 years • Experienced • 70% - 10+ years of work • 25% - 10+ years of web
  5. 5. Respondent organizations hire Web professionals for a variety of Web skills Which of the following Interactive/Web professionals does your organization hire (select all that apply)?
  6. 6. Respondent organizations hire Web professionals for a variety of Web projects # Project Type/Description 1 Web development 71% 2 Flash design 65% 3 Web page production 64% 4 Corporate Web site design 61% 5 Web graphics production 60% 6 Web content development 58% 7 Web creative direction 52% 8 Web project management 50% 9 Web analytics 45% 10 Web art direction 45% Please indicate which of the following types of projects your organization most commonly hires Interactive / Web professionals for (select all that apply).
  7. 7. Respondent organizations operate in all regions of the U.S. Please indicate which regions of the United States your organization operates in:
  8. 8. Key Findings
  9. 9. Key findings Web organizations… • Being challenged to find new ways to drive sales, reduce costs, and create exceptional customer experiences • More than one-third intend on increasing their web professional talent • Few expect to lay-off web professionals • Major expectation differences between employers/employees when it comes to hiring attributes, professional development, and work schedules
  10. 10. Key findings Web professionals… • One-half of web professionals indicated they received a raise in the last twelve months • Confident in the future of their profession • Confident they could find work temp/contract work if needed but prefer permanent • View there current position as stepping stone - few intend to stay in their current position over the next 12 months
  11. 11. Career Outlook 2009 & Beyond
  12. 12. Most Web professionals are secure in their current positions despite a poor economy How would you rate the security of your current Interactive/Web position in your company?
  13. 13. Despite other professions shedding positions, only a few organizations indicate they will decrease their Web resources Consider your organization's current need for Interactive/ Web professionals. Which of the following statements best describes your intentions during the next twelve months?
  14. 14. Which is consistent with the plans of those hiring Web professionals Consider your next Interactive/ Web hire. Which statement best describes your need:
  15. 15. Only a small percent of Web professionals intend on staying in their current position over the next twelve months Consider your current Interactive/Web position. Select one of the following statements that best describes your intentions during the next 12 months.
  16. 16. Temporary or contract assignments are a familiar working condition to many Web professionals Have you worked as a temporary or contract employee?
  17. 17. Web professionals are highly confident they can find Web oriented work - particularly, contract or temporary work Which of the following best describes your ability to find a job as an Interactive/Web professional? Percent who responded good or excellent
  18. 18. Yet, the vast majority of Web professionals are seeking a permanent position Suppose you were seeking a new opportunity. Which of the following would you consider in a new job (select all that apply):
  19. 19. Most Web professionals view their current position as a career stepping stone Which of the following statements best represents how you feel about your Interactive/Web position?
  20. 20. Attracting & Retaining Web Professionals
  21. 21. Major and minor gaps exist between Web professionals and employers and recruiters who hire and retain them Topic Current Job New Job Opportunity Employer/Recruiter Pro/Recruiter Gaps Salary 92% 97% 96% Stability of position 87% 83% 86% Desirable work schedules / flextime 85% 87% 70% Recognition of employees for hard work 84% 82% 74% Opportunity for career advancement 83% 80% 71% Healthcare benefits 80% 77% 79% Bonuses and raises 78% 78% 64% Company's reputation 78% 79% 81% Corporate culture 78% 75% 74% Paid time off (PTO) 77% 76% 69% Company's reputation for innovation 71% 72% 63% Company's technology platform 63% 62% 57% Reimbursement for education, certification, or training 57% 54% 34% Rating the important of various employment factors on recruiting and retaining Web professionals Those responding extremely or somewhat important (Top Box)
  22. 22. Web professionals and employers/recruiters have major differences when it comes to evaluating hiring attributes Evaluate the importance of the following attributes to distinguish one Web professional candidate from another. Those responding extremely or somewhat important (Top Box) Attribute Web Professional Recruiter/Employer Gaps Work experience 95% 99% Specialized skill set 95% 95% Personality/cultural fit 90% 98% Examples of work / portfolio 88% 97% Years of experience 86% 83% Certifications 53% 31% Participation in training seminars 49% 27% Advanced degree 47% 32%
  23. 23. Developing Web Talent
  24. 24. New technologies and Web techniques drive the need and value for hands-on training Please indicate how helpful the following resources are in further developing your web skills Topic Top Box Web Pro Top Box Employer/Recruiter Gaps On-the-job training 92% 89% Internet 91% 87% Mentors 83% 84% Onsite training sessions 79% 69% Online education courses 78% 64% Industry seminars 70% 71% Occupation-focused organizations 64% 51% College courses 63% 63%
  25. 25. Major gaps exist between pros and employers regarding developing new skill sets and reimbursing training How helpful would it be for an employer to provide the following in order to further develop your skill set? Which of the following does your organization offer its Interactive/Web professionals to develop their skill sets? (select all that apply) Topic Top Box Web Pro Employer/ Recruiter Gap Reimbursement for training sessions 92% 60% Reimbursement for education 90% 61% Reimbursement for seminars / events 90% 67% Providing onsite training sessions from an external resource 88% 37% Reimbursement for certification 87% 39% Providing on-the-job training from colleagues 86% 69% Providing onsite training sessions from an internal resource 83% 45% Mentorship program 82% 27%
  26. 26. Compensation
  27. 27. Almost half of Web professionals have had their income increase How has your compensation changed over the past 12 months?
  28. 28. Organizations are paying more for Web talent Please indicate how average compensation for Interactive / Web professionals has changed at your organization in the past 12 months:
  29. 29. Organizations are offering greener pastures to Web professionals You indicated that your salary increased during the past 12 months. Why did this increase in salary occur?
  30. 30. Organization are investing in Web professionals You indicated that the average compensation for Interactive / Web professionals at your organization has increased in the past 12 months. Why has it increased? (select all that apply)
  31. 31. Most decreases in Web professional salary were the result of a lay-off You indicated that your salary decreased during the past 12 months. Why did this decrease in salary occur?
  32. 32. Economic and company performance drove salary decreases over the last twelve months You indicated that the average compensation for Interactive / Web professionals at your organization has decreased in the past 12 months. Why has it decreased? (select all that apply)
  33. 33. Key Recommendations
  34. 34. Recommendations Now’s the time to be hiring… • Take advantage of this rare buyer’s market and go after top talent • When hiring senior talent, be sure to look for excellent soft skills such as mentoring and leadership to help you leverage lower cost and more readily available junior talent • “Sell” your brand and what it is that makes your organization so special Make sure you’re taking care of your top talent… • Cultivate a work environment that encourages learning and professional development • Provide a clear career path and challenging on-the-job opportunities • Commit to identifying and closing expectation gaps