OREANDA-NEWS. Thirteen percent of advertising and marketing executives surveyed plan to expand their teams in the second half of 2016, according to new research from staffing firm The Creative Group. This is up from 11 percent in the first half of the year.

The majority (59 percent) of respondents said they expect to maintain staff levels and hire primarily to fill vacated roles in the next six months. In addition, 20 percent of advertising executives and 10 percent of marketing executives anticipate increasing the number of freelance staff during the remainder of the year.

U.S. Hiring Climate for Creatives*

July-Dec.
2016

Jan.-June
2016

July-Dec.
2015

Expanding/adding new positions

13%

11%

21%

Maintaining/filling vacated positions

59%

76%

65%

Freezing/not filling vacated or new positions

25%

10%

13%

Reducing/eliminating positions

3%

1%

1%

Don't know

0%

1%

0%

*Responses may not total 100 percent due to rounding.

"Many companies are adding to their bench of marketing talent, particularly within the digital space," said Diane Domeyer, executive director of The Creative Group. "Employers seek professionals who can help build their businesses' online presence, support year-end campaigns and strategize for the future."

Marketing and Advertising Specialties in Demand
When executives were asked in which areas they plan to add staff in the second half of 2016, they reported a range of specialties. Content marketing, brand/product management, digital marketing and web design/production topped the list (18 percent each).

Advertising and marketing executives were asked, "In which of the following areas do you expect to hire in the second half of 2016?" Their responses:

Content marketing

18%

Brand/product management

18%

Digital marketing

18%

Web design/production

18%

Marketing research

17%

Creative/art direction

17%

Print design/production

17%

Customer experience

17%

Social media

16%

Media services

15%

Public relations

14%

Copywriting

14%

Account services

13%

Interactive media

10%

Mobile design/development

10%
 

 

About the Research
The national study was developed by The Creative Group and conducted by an independent research firm. It is based on 400 telephone interviews -- with 200 marketing executives randomly selected from companies with 100 or more employees and 200 advertising executives randomly selected from agencies with 20 or more employees.

About The Creative Group
The Creative Group (TCG) specializes in connecting interactive, design, marketing, advertising and public relations talent with the best companies on a project, contract-to-hire and full-time basis.