Most marketing and advertising executives in the United States expect their firms to maintain their current staffing levels for creative (non-technical) jobs in the first half of 2018, according to recent research from The Creative Group.
The report was based on data from a survey conducted in December 2017 among 400 marketing and advertising executives.
Some 78% of respondents expect their firm to maintain its current staffing level for full-time marketing/advertising creative jobs and to hire only for vacated positions; 17% expect to freeze hiring/not fill vacant positions; and 5% expect to add new positions.
None of the executives surveyed expects to eliminate positions in the first half of 2018.
Some 46% of marketing and advertising executives say it is somewhat challenging to find skilled workers today; 7% say it is very challenging.
Among executives who plan to hire for full-time marketing/advertising creative roles in the first half of 2018, some 25% plan to hire content marketing staff, 23% plan to hire brand/product marketing staff, and 22% plan to hire digital marketing staff.
Marketing and advertising executives say the most difficult creative positions to fill are Web design roles and marketing research roles.
About the research: The report was based on data from a survey conducted in December 2017 among 400 marketing and advertising executives.
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Ayaz Nanji is an independent digital strategist and a co-founder of ICW Content, a marketing agency specializing in content creation for brands and businesses. He is also a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, AOL, and the New York Times.
LinkedIn: Ayaz Nanji
Twitter: @ayaznanji