The document provides an overview of the graduate labour market and marketing industry in three parts: 1. It discusses trends in the graduate labour market such as rising employment rates and salaries between 2008-2015 due to improved university support and awareness of work experience. 2. It introduces the growing marketing industry in areas like digital/social media and the declining print advertising sector. Top graduate roles and required skills are also outlined. 3. Key points of comparison between the public and private sectors note similarities in required skills but differences in opportunities and salaries depending on experience levels. The digital skills gap is also highlighted as an industry-wide issue.

1. GRADUATE LABOUR MARKET
Amina Houari W1558313 Tuomas Jokiniemi W1552491
RyeoMyeong Park W1559152 Patricia Soler W1509520 Hortence Yagmur W1533857
Image Hanif, B.

2. INTRODUCTION
A broad view of the graduate labour market
Introducing the marketing industry
Growing and declining sectors within the marketing industry
Key employability skills required in the marketing field
Surprising facts

3. GRADUATE LABOUR MARKET
→ Employability in the graduate market has changed over the years:
In 2008, the graduates employability fell because
of recession in the UK.
However, the graduate employment rate reached
its highest point in 2015 (86.6%).
→ Reasons for this could be..:
1. Universities started helping graduates to get jobs
i.e (University of Westminster Employability Strategy)
1. Graduates became more aware of work experience
which enhances their opportunities to get employment.
Data Source: *www.gov.uk

4. *Data sourced from High Fliers Report (chart 2.5), 2016, AGR 2016
Increasing since 2012
3.3% more graduates hired in 2015 than in 2014
Number of school leavers continuing to the
HE increased from 19% (1989) to 47% (2016)
TOP 3 graduate recruiters:
Accounting & Professional services,
Public sector and Engineering & Industrial sectors
Public sector (19.2%)
→ Education, NHS, BBC
Prediction for 2016 by The High Fliers research:
7.5% increase in graduate vacancies
AGR report: confirms 8% decrease
Due to the Government’s new Apprenticeship Levy
GRADUATE LABOUR MARKET

5. ● Increase in graduate starting salaries
between 2006-2010
Inflation and cost-of-living factors.
2009: Improvement in graduate labour
market after the Great Recession
Median salaries reach £30,000
Competition on top graduates
Russell Group institutions
Male graduates earn 4-12% more
HECSU: in 2016 the average salary is £ 21,690 *Data sourced from High Fliers report,
2016
GRADUATE SALARIES

6. DYNAMIC AND DIVERSE industry, fast-changing environment that adapts to consumer’s needs, desires and habits
which are constantly changing
34% of graduate jobs created in 2016 by recruiters are for marketing-related roles (2.9 chart, p.15, highfliers report)
49.5 % of total jobs entered in the UK in 2015 were in the sector of Marketing, PR & Advertising (ACGAS) (not
necessarily graduate jobs)
153,000 people work in the marketing & advertising industry
Graduates make up +70% of workforce (Creative Skillset, cited in Prospects, 2016)
Starting graduates salary in the UK for marketing roles is £25k (totaljobs)
Introduction
MARKETING INDUSTRY

7. Digital Marketing-related employment is predicted to increase by 6% by 2020
SOCIAL MEDIA MARKETING:
60% Consumers use social media each week for 52 minutes a day (bcg)
75% report that social media marketing = generating ROI
MOBILE MARKETING:
46% use mobile marketing (salesforce,2016)
Digital Advertising:
42% of consumers who browse on social media, watch YouTube videos and shop online notice display advertising and
email marketing. (Mintel, 2016)
Admitted to ‘liking’ or ‘following’ companies on social media as well as visiting their websites (around 50%)
Digital Marketing
GROWING SECTORS

8. Digital Advertising
spending annual
increase.
In 2017, expected to
increase by 9%
● Digital Skills Shortage in the UK= Problem.
GROWING SECTORS

9. PR & Communications
PRweek Magazine (2014): PR industry globally grew 22% between 2010 and
2012.
Why?
PR and Communications sector is growing. Companies are looking for PR
specialists to engage them with their customers via social media.
Social media tools, from Facebook to LinkedIn. Great way to network and to find
employment.
Businesses are sharing news to position their products or a brand through social
media as a marketing strategy.
GROWING SECTORS

10. Print Advertising
Declining
The Advertising Association of UK
adspend (2016):
Printed advertising is declining in
2016
Regional newsbrands by -5.9%
National newsbrands by -5.4%
Magazine brands by -4.5%
Why?
→ New trend taking over old trends
→ Print adverts are less influential
→Easier to receive digital adverts
DECLINING SECTOR

11. Graduate Marketing Jobs
Communications Co-ordinator:
Marketing, English/journalism or communication related
undergraduate degree
Ability to collaborate with multiple individuals
Creative thinking and problem solving skills under
pressure
IT skills (MS Office, Excel or Adobe Photoshop)
Languages (written and verbal skills)
Experiences in marketing, communications, media or PR
(1-2 years)
Time management skills
Graduate Marketing Executive:
Proven experience B2B in marketing role (minimum 1 /2
years)
Social media and digital experience
Ability to work under pressure
Creative thinking
Excellent attention to details
Team player
Strong communication skills, ability to listen, self
motivation
GRADUATE EMPLOYABILITY

12. The Common Skills
→ Some of the skills are required in both sectors :
Communication skills
→(Dearing 1997) argued that this skill would help people to carry out business tasks.
→(Walker, et al, 2009) stated that it in relation to marketing helps with representing ideas, project and building relationships with
consumers.
Work experience
→Douc and Metzger (2007) report complains of a lack of skills or practical experience.
→High Fliers (2015) demonstrated research argues that work experience is crucial to employers. enthusiasm” .
Team working
→5 Factor model ‘Openness’ (S.Stephan , et. al, 2010) states that this model is important for any business.
GRADUATE EMPLOYABILITY

13. The Common Skills
→ Some of the skills are required in both sectors :
Creativity
→Creative mindsets are needed to address challenges successfully and seize the opportunities (J. Puccio et al., 2010).
Social media and Digital business
→Good understand and usage of social media give better communications in B2B business and relationship with customers.
Work under pressure
→Funk (2009) stated that working under pressure is another vital soft skills.
→Being under pressure creates changes and challenges that could bring better decisions and output in marketing.
GRADUATE EMPLOYABILITY

14. The Comparison Of The Two Sectors
→ Comparing :
The salaries does not differ
The high salary requires more experience
Ambition will make the graduate climb up the ladder
→ Further notes:
The graduate should consider working for SMEs.
It takes time for graduates to achieve their dream jobs
Bigger companies does not always mean BIGGER chances
*Data source: Payscale.com, 2016
GRADUATE EMPLOYABILITY

15. ● Global & UK digital skill shortage as an issue.
Oil & Gas industry affected by oil price drop -
2015= -17.0%, 76 vacancies cut (50% oil price drop)
Media Industry - Vacancies affected
2015= -36.7% , cut 284 vacancies
Jobs such as print publishing, etc= disappearing
Rising Salaries, +8% increase
OTHER trends…

16. The Digital Marketing Institute's report
Lack of digital skills (globally)
THE GOVERNMENT REPORT-
Nation’s skill shortage & warned
to keep up with pace
● Benefits of acquiring Basic Digital
Skills forecast.

17. Thank you
Any Questions?

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