Australia (November 3, 2006)–While the talent shortage rolls on in the marketing and advertising industries, finding multi skilled staff has emerged as a new key factor in the latest annual Aquent Asia Pacific salary survey, The Aquent Orange Book.
It’s a new and accelerating trend in Australia’s ongoing talent shortage, as the shift in communications spend from traditional advertising to interactive media continues.
“Companies are on the lookout for people with experience that ranges from traditional to digital to experiential marketing – these are the most sought after staff and the most scarce,” says Aquent International CEO Greg Savage.
Savage says it’s because marketing companies are tapping into new forms of interactive media more than ever before. “The vast majority of traditional sales promotional and direct marketing campaigns today incorporate some element of web, SMS or interactive content.”
The search for marketers with broader skills has also prompted some companies to poach staff from advertising agencies for their marketing department. Why? Savage says it’s because “employers have broadened their hiring parameters and for many, ad agency executives have become more appealing — primarily because of the perceived broad range skills they can offer.”
The survey also found that while marketing employers are scrambling to find quality skilled staff, the use of freelance, temporary and contract staff as a fast cost-effective solution remains steady. 63% of marketing firms in Melbourne and 64% of marketing firms in Sydney and Brisbane were found to be using freelance, temporary and contract staff.
Aquent’s survey found this shift in communications spend, from traditional to experiential and digital communications is driven by: the pressure to supply a measurable ROI; the mainstream use of broadband, email and high-end mobile technology; and the heavy investments by companies over the past five years in customer databases, CRM systems and web content management systems.
Significantly, the survey found less than a quarter of marketing departments Australia wide experienced staff turnover below 10%, turning over 27% in 2005-06 compared with 20% in 2004-05 and 12% in 2003-04.
The highest staff turnover rates were in Brisbane and Melbourne, with 47% of companies reporting more than a 20% increase, followed by Adelaide at 46%.
“It actually dovetails perfectly with the other clear message from our research, which is that companies must nurture and further train their staff to retain them. If they are not expanding their skill sets, they will look for a company that does that for them,” adds Savage.
“It is all about retention. The so-called war for talent no longer goes far enough. The real battle is internal – keeping good people and growing key staff for the future.”
Salaries are increasing in an effort to retain high-calibre staff. Across all states, the majority of marketing departments predicated salary increase in the next year from six to 10%. 81% of corporate marketing departments in Melbourne as well as 77% of departments in both Sydney and Perth expect salaries to increase.
“We found that Sydney marketers are some of the highest paid with regional marketing directors enjoying one of the highest base salaries of $200,000. IT and Telecommunication marketing directors also receive an average salary of $190,000,” says Savage.
Given the acute talent shortage, the Aquent survey found that more than 50% of marketing companies are willing to offer a relocation package in an effort to gain employees. In Perth, 56% of marketing departments are open to the idea of a relocation package for an ideal candidate, with 54% in Adelaide, 53% in Melbourne and 48% in Sydney.
Sydney is the most willing to sponsor a foreign candidate to get a working visa, with 46% of corporate marketing departments and 45% of marketing agencies eager to find suitable talent overseas.
The Australian market is currently thriving and companies are expecting a prosperous year ahead, with more than 86% of Australian companies surveyed expecting revenue growth at an average of 20%.
Attention AMI Members:
To request a free printed copy of the 2006/2007 Aquent Orange Book – Salary Survey and Industry Monitor for the Marketing, Communications and Creative Industries contact AMI Membership Services:
PHONE: 1800 240 264 FAX: 1800 241 264 EMAIL: firstname.lastname@example.org
For further information contact:
Carolyn Hyams, Asia Pacific Marketing Manager, Aquent
02 8288 8288 or email email@example.com
About the Aquent Orange Book
The Aquent Orange Book (previously called The Asia Pacific Salary Monitor), provides accurate salary information for hundreds of staff categories, detailed statistics on revenue growth, staff retention strategies, anticipated salary increases, and identifies employment and growth trends.
Aquent commissioned independent, Hong Kong-based research company WebDNA to conduct the research across 15 countries – seven in Asia Pacific. Overall, more than 5,000 valid responses were collected from marketing, advertising and creative industries in the region.
Aquent(aquent.com) is a global firm specialising in staffing solutions for the Marketing, Communications and Creative industries. Through a network of nearly 70 offices in 17 countries, Aquent services in the areas of print and Web design and Production; Advertising and Media, Marketing, Public Relations and Business Support. In its twenty-year history, Aquent has made nearly 400,000 matches of independent professionals with client companies worldwide. The company’s Asia-Pacific headquarters are in Sydney. In Australia, the company has offices in Brisbane, Sydney, Melbourne, Adelaide and Perth.