Report: Eight in 10 marketing and digital professionals are looking for a new job

Latest Hays survey finds demand for marketing professionals is the highgest of any professional vertical over the past 15 months, as a desire to switch roles heats up

Demand for marketing professionals has increased by 33 per cent over the last 15 months, the highest percentage of any professional vertical, the latest Hays Salary Guide reports.  

Released this week, the latest FY21/22 Hays Salary Guide is based on a survey of nearly 3500 organisations representing 8.8 million employees and incorporating more than 3400 employees and 3800 employers.  

Across these, 37 per cent of marketing and digital employers surveyed said they’re looking to increase headcount over the next 12 months. In addition, 58 per cent of these employers will increase salaries in their next review, up from the 31 per cent who did so in their last review.  

The report also exposed a whopping 81 per cent of marketing and digital professionals looking for a new job, plan to look or are open to new opportunities in the next 12 months. Key reasons for this desire to move include poor management style or workplace culture, an uncompetitive salary and a lack of promotional opportunities.  

According to the report, seven in 10 marketing and digital professional respondents think a raise of 3 per cent of more would better reflect their individual performance. However, only 9 per cent of employers are planning to award increases of 3 per cent or more, with 49 per cent expected to raise salaries at the lower level of 3 per cent or below.  

Other notable specific insights from the survey were that 61 per cent of marketing and digital employers restructured their department or organisation to keep up with changing business needs, against an overall average of 62 per cent. Of these 44 per cent of total respondents said restructure was a direct result of COVID-19, while 34 per cent nominated a change in required skills.  

Hays regional director of marketing and digital, Eliza Kirkby, said it’s clear the value of salary increases is driving a wedge between employers and their employees.  

“On the one hand, we have over half of marketing and digital employers intending to increase salaries in the year ahead, which is a remarkable sign of the confidence employers exhibit today,” she said. “On the other, professionals say the value of these increases is far less than they deserve.  

“This is creating a gap between what employers will offer and employees say they are worth. This divide must be managed sensitively if employers are to retain staff and attract new talent in short supply.”  

Another way of bridging the gap is investing in training, development and career progression, Kirkby continued. According to the wider Hays survey, 65 per cent of skilled professionals cited learning and developing new skills as their most important priority, ahead of a pay rise (58 per cent).  

It was also clear building skills was a focus during the last 12 months. Nearly half of respondents overall stated they had worked to build soft skills (46 per cent), 45 per cent had worked on their technical skills (45 per cent) and one in five undertook higher or additional qualifications.  

“After a year in which many skilled professionals put career plans on hold, they are focusing once more on their long-term goals,” Kirkby said. “A lack of promotional opportunities is one factor driving professionals into the jobs market today, behind only a poor management style or workplace culture and an uncompetitive salary. This makes re-investing in career progression pathways and staff development a sensible strategy for the year ahead.”  

Across the wider survey, Hays identified a number of macro trends impacting all sectors. One is recognition of the talent shortage, with 64 per cent of employers expecting skills shortages to impact the effective operation of their organisation or department in a significant or minor way over the next 12 months.  

Another big trend is working remotely. According to the Hays report, only 7 per cent of skilled professionals who worked remotely during the pandemic wish to return to their workplace full-time. By contrast, 63 per cent of employers would like their staff to be working one to three days remotely, with the remainder in the office.  

Don’t miss out on the wealth of insight and content provided by CMO A/NZ and sign up to our weekly CMO Digest newsletters and information services here. 

You can also follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, follow our regular updates via CMO Australia's Linkedin company page

 

 

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Latest Videos

Launch Marketing Council Episode 3: Launching in the technology sector

Our multi-part video series, Ready to Launch, is focused on unlocking the secrets of launching brands, products and services by exploring real-life examples from Australia’s marketing elite. The series is being produced as part of the Launch Marketing Council initiative by CMO in conjunction with independent agency, Five by Five Global.

More Videos

NetSuite started out as a cloud-based provider of Enterprise Resource Planning software or as NetSuite solution provider, which companies...

talalyousaf

NetSuite to acquire Bronto's digital marketing platform for US$200m

Read more

Thanks for sharing this post, its really good information I get through this blog.CDPO Online Exam Training

Infosectrain01

3 ways Booking.com is improving its B2B marketing game

Read more

Time is of the essence, especially for customer service teams. With chatbots, you can interact and assist customers at a larger scale, al...

Jai

Triple-digit customer database growth, personalised engagement become reality for Stone & Wood

Read more

Hey Emilie - great read, and I particularly liked the section on the pressure of having brand purpose/Gen Z spending habits. It's great t...

Chris Thomas

Have customers really changed? - Marketing edge - CMO Australia

Read more

Extremely informative. One should definitely go through the blog in order to know different aspects of the Retail Business and retail Tec...

Sheetal Kamble

SAP retail chief: Why more retailers need to harness data differently

Read more

Blog Posts

How the CMO can get the board on the customer’s side

For some CMOs, it’s easy to feel alone in the undying quest to better serve the customer. At times, it feels like the marketing department and the boards are speaking a different language, with one side trying to serve the customer, and the other side more focused on the shareholders and financials.

Jeff Cooper

CMO and board, Business Excellence Australia

The Secret Ingredients of a CX-Led Company Culture

When I talk to organisations around the world about their customer experience strategy, it is often the CMOs and their marketing teams who take the lead. They’re keen to improve the ways they attract and engage customers, and they want to understand the technologies that can help them make their customer experience truly outstanding.

Steven van Belleghem

Author, CX expert

The Future Of Social Is Joyful, Pass It On

2019 was a horror year for social media. But in 2020 something different emerged that has shifted the tone, format and intent of the medium. A new social vibe born out of the pandemic and fuelled by the emergence of a platform tailor made for the next generation of consumers.

Dan Young

Managing director, Pulse

Sign in