Digital growth drives demand for more marketing professionals

A number of disciplines, such as insurance and pharmaceutical, have seen double-digit growth in demand

Marketing vacancies accounted for a growing percentage of all available jobs in the year to January 2017, according to the Association of Professional Staffing Companies (APSCo). While overall marketing vacancy numbers remained fairly stable, at around 2,100 per month, a fall in the overall number of professional vacancies means that marketing jobs as a percentage of all vacancies has increased by 17% year-on-year.
The APSCo Marketing Trends Report found that a number of disciplines saw double-digit growth in demand, with both the insurance and pharmaceutical sectors, for example, experiencing growth in demand in excess of 25% year-on-year.

Ann Swain, chief executive of APSCo, said: “It’s unsurprising that marketing vacancies represent a larger proportion of roles than they did a year ago. Once the preserve of large-multinationals, now almost every organisation has marketing resources in place, whether that be in-house or outsourced to a specialist agency.

“The explosion of digital media in recent years means that it is now absolutely crucial that brands manage their reputation in real-time, or risk losing share of voice in their respective markets.

“It’s interesting that the growth in marketing roles is highest in the insurance and pharma sectors, as these are areas where differentiating an organisation from competing brands is arguably most difficult – businesses in these sectors have traditionally promoted similar USPs and Employer Value Propositions (EVPs).

“I don’t think it’s any coincidence that these are also sectors where our members are witnessing some of the most acute talent shortages.”

“Similarly, it’s also not unexpected that vacancy growth is accelerating outside of London, as an increasing number of big businesses ‘Northshore’ operations to not only cut costs but also tap into skilled talent pools outside of the capital.”

The APSCo Marketing Trends Report is a bi-annual publication produced in association with Vacancysoft.

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