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2012 Europe Marketing Professionals | Talent Pools


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

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2012 Europe Marketing Professionals | Talent Pools

  1. 1. Talent InsightsTalent Pool ReportTechnical Professionals - EuropeMarketing Salespeople September 2012Executive Summary Where should you look for talent?Did you know that a marketing professional living in • Hidden Gems: These mid-sized markets have relativelyGeneva is two times more likely to be contacted by a lower demand, meaning hiring is likely to be easierrecruiter than a similar marketing professional living inParis? LinkedIn data shows that: • High-Demand: These are the largest markets, where • There are over 110,000 total marketing overall demand is also highest and hiring may be difficult professionals throughout Europe • Saturated: These small to mid-sized markets also have • London has the biggest population of talent, but very high demand, meaning hiring is likely to be difficult also has the highest demand of any other market • Smaller UK cities–Guildford, Reading, and Edinburgh–have the most over-saturated demand Region Quadrant for talent, making it hard to recruit in those markets 100 SATURATED HIGH-DEMAND • Medium, lower-demand markets like Paris, Italy, 90 Guildford London and Turkey are likely to offer untapped sources 80 of talent 70 Reading • Skills in the areas of new product development United Kingdom, (NPD), consumer insights, and brand management 60 Other are in high demand 50 Geneva • While this pool is driven primarily by good Edinburgh Utrecht Amsterdam Demand Index Ireland work-life balance and excellent compensation 40 Barcelona Madrid and benefits, they differ from other talent in that Brussels they value employers who offer a strong career 30 Copenhagen Russia Italy path more so than the average professional Zürich Paris WarsawOverview 20 Czech Republic France, Other Sweden TurkeyA 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 Ukraine HIDDEN GEMSprofessionals is one of the hottest in Europe. LinkedIn 10 Israelrecruiter activity and member data can be used to 500 1,000 2,000 5,000 10,000determine 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 marketing professionals, our data shows that Large, high-demand professionals with skills like new product development, P&L regions management, consumer insights and brand communication are highly sought after on LinkedIn. Therefore, expect to spend more time filling positions that require these skills. DEMAND Large, low-demand 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 52% GOOD WORK/LIFE BALANCE 48% 47%EXCELLENT COMPENSATION & BENEFITS 40% 47% CHALLENGING WORK 38% 30% CULTURE THAT FITS MY PERSONALITY 38% 25% ABILITY TO MAKE AN IMPACT 33% 23% STRONG CAREER PATH 32% A COMPANY WITH A 22% LONG-TERM STRATEGIC VISION 31% 26% A PLACE I WOULD BE PROUD TO WORK 30% Average MarketingHow 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 October 2012, LinkedIn conducted online interviews among 7,368 members who reside in Belgium, Denmark, Finland, France,Germany, Ireland, Italy, Luxembourg, the Netherlands, Norway, Portugal, Spain, Sweden, Switzerland, and the UK. 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.