Top in-demand creative skills, sourcing strategies for comms roles

by | Jun 28, 2018 | Marketing, Public Relations

Digital initiatives will drive hiring of creative professionals in the second half of the year, new research from staffing firm The Creative Group shows. According to a survey of marketing and advertising hiring decision makers, the greatest need is for people with expertise in web and mobile development, web production, user interface and interaction design, and creative development.

The research points to a talent shortage in these areas, too. When asked which creative roles are hardest to staff, the top responses were web and mobile development, creative development, user interface and interaction design, information architecture, and user experience.

Top in-demand creative skills, sourcing strategies for comms roles

*Multiple responses were permitted. Top responses are shown. **Denotes a tie.

“Many companies want to bring on creative and marketing professionals to support digital initiatives but face an extremely competitive hiring environment and low unemployment,” said Diane Domeyer, executive director of The Creative Group, in a news release. “Employers need to make sure job descriptions are realistic versus aspirational to draw in suitable applicants, provide attractive pay and benefits, and move quickly to extend offers to top candidates.”

Overcoming Recruiting Challenges

Advertising and marketing hiring decision makers engage in a number of different activities when struggling to source creative and marketing talent. Nearly half of respondents (48 percent) said they reach out to their network for referrals, and more than four in 10 (43 percent) become more flexible on skills requirements to drum up candidate leads. Nearly nine out of 10 respondents (89 percent) said they would welcome back a former employee who left on good terms.

Forty-seven percent of those surveyed admitted they divide work responsibilities among their existing team while they continue their search for a full-time hire. But Domeyer cautioned, “Asking already-busy employees to take on more work while a role remains open is a recipe for burnout and turnover. To avoid a prolonged candidate search, hiring managers should focus on finding people who possess the most critical skills and a passion for learning. Providing training to new hires can even boost engagement and retention.”

The online survey was developed by The Creative Group and conducted by a leading independent research firm. It is based on responses from more than 400 advertising and marketing hiring decision makers who work full time at agencies with 20 or more employees or companies with 100 or more employees in the United States.

Top in-demand creative skills, sourcing strategies for comms roles

Richard Carufel
Richard Carufel is editor of Bulldog Reporter and the Daily ’Dog, one of the web’s leading sources of PR and marketing communications news and opinions. He has been reporting on the PR and communications industry for over 17 years, and has interviewed hundreds of journalists and PR industry leaders. Reach him at richard.carufel@bulldogreporter.com; @BulldogReporter