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A Decade of (career) Change in Marketing Services Recruitment

Posted about 1 year ago by Rebecca Thomas
Marketing Recruitment

Pitch is ten years old this summer so I have dug back into our records (and invoices) and ran my ruler over the changes that have taken place over the decade.

Back in 2007, recruitment was mostly driven by recruitment advertising on job boards and in print but this has fallen sharply from 85% of our annual marketing spend to just 10%.

We stopped using print media many years ago but we still use a few online job boards. In a candidate led market place, just churning out jobs is no longer the solution to attracting the best talent out there. Engagement and online visibility is key. Skilled marketers are rarely out of work and twiddling their thumbs. They don’t come looking for you, you have to go looking for them…

 

What does “talent” look like now compared to then? 

It will surprise no one that digital roles now dominate: up from 9% in 2007 to 31% today and conversely it is the role of artworker that has been hit the hardest. Brands and larger agencies used to recruit rooms full of artworkers but the move to digital and the evolution of designers has seen this role absorbed by the rise of digital.

The economic downturn from 2008 was certainly a pivotal point for digital which continued to flourish and in addition PR surprisingly proved to be the most robust discipline of ‘traditional’ disciplines during this period. This perhaps reflected the more nimble of foot approach adopted by PR agencies (as opposed to advertising or integrated agencies who’d grown up on more traditional ways of creating creative and buying space) which were quicker than most to move into ‘content’. In fact, during 2009 & 2010 PR accounted for the largest single sector of our fees but fast forward a few years and traditional PR is now in decline.

The biggest change in the past five years has been the rise of social media. The first social media roles were agency side and focused on straightforward content and community management and our three roles in 2011 grew to 85 last year. The science, engagement and precise ROI information to be had from social media now makes it one of the fastest growing roles of the marketing mix.

Overall the marketing industry has been rather resilient this past decade. Salaries dipped in the recession but have recovered since with salaries up by between 12 -16% depending on skills and level, compared to 15.65% inflation since 2011.   

Traditional PR has shown the smallest increase in salaries over the last ten years, with a rise of just 6% - a net decline against inflation – unlike digital PR roles which can command 20-24% higher salaries. 

 

Talent shortage: a constant

The sector has always been short on talent.

Recent reports blame record low unemployment for the skills shortage but the problem is more complex within this sector. The industry has been notoriously poor for graduate intake often wanting “juniors with experience”. But things appear to be improving with an increase of 19% in graduate trainee roles since 2012. 

With the industry thriving and new skills emerging, the talent pool is under further pressure. Companies headhunt from the competition and in turn counter offers are made when a candidate hands in their notice. From our experience in the last four years, one in three candidates receives a counter offer from their current employer.

Pay rises and counter offers do however become an expensive game. As such businesses are turning more attention to their employer brand and culture. 

A recent survey of 2000 people that we commissioned suggested that only 49% of people felt their employer was delivering on the expectations set out when they joined. And with typically 90% of individuals deciding on their long-term future in the business in the first six months of employment, the on boarding process and staff retention have become the most productive and cost effective way to retain and attract talent. 

A day off for your birthday, Friday drinks and other ‘soft’ benefits are welcomed by most but wear thin quickly if the culture is wrong or promises are not kept. That buzz word ‘culture’ is everywhere now. It takes time, it must be genuine, but there are countless reports that if you get it right, productivity, retention and attendance all increase. 

More interestingly the study also showed that 80% of people surveyed believe that training and personal development would encourage them to stay with a company above money alone. A more skilled workforce that is less likely to stray creates a win - win. 

In a highly completive market, demand for certain skills outweighs supply and creates a lucrative contractor market. Web Development is a perfect example where a candidate who might have been expected to earn £50,000 pa as a permanent employee can command £350-450 a day. For these skilled people, permanent employment has little appeal. 

While contractors drive up the cost to employers, they also offer great flexibility to accommodate peaks and troughs of activity and the confidence to take on big ad-hoc projects. 

The gig economy is a topical issue with the government looking to review employment law, initially to protect lower incomes, but over time it will ensure contractors are paying the right amount of tax. 

 

So, what’s in store next?

The last 10 years have seen a complete overhaul in the way that companies source and retain talent. Looking forward social media engagement will continue to grow in importance but it’s important not fall into “one size fits all”. What matters to one candidate will be different to another. The key is to understand the nuances and build outreach accordingly. 

LinkedIn is a great tool for recruiters and employers to connect with relevant professionals but it has become a crowded platform. How many times has a recruiter approached you to tell you they have the “perfect job for you”? How can they identify the ideal role is for you? There is a bigger need to understand who you are reaching out to and providing relevant engagement. 

Recruitment is always a sharp indicator of economic confidence. We have lived through a recession and are now living through Brexit. Ironically activity and sales plateaued after June 2016 whereas there was a drop of more than 60% when the general election was announced taking a few weeks for activity to recover.

I believe data roles will be the next big growth area, along with the rise of AR/VR across many industries. Augmented reality has helped drive industries such as automotive and many other sectors (and brands and agencies) are now looking to capitalise on the potential. 

Perhaps it’s not surprising to learn then that Prolific North itself is dedicating a new zone at its successful Prolific North Live exhibition in 2018 just to showcase the emerging technology in the North. All the signs are there for an interesting new dimension to the evolving marketing landscape.

This post was also featured on the Prolific North Website.

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Ellie Tibbs Posted by Ellie Tibbs

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Why Applying For Every Job Isn't In Your Best Interest

Here at Pitch, we take a very consultative approach when talking to clients and candidates. Finding out the reason for a new hire or a job change i...

Eloise Dalgliesh Posted by Eloise Dalgliesh

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PlacedByPitch | Sahida

It is always great to hear back from a candidate that we have helped place in a role that they love and are thriving in. This is where the idea of ...

W1siziisijiwmtgvmdgvmtuvmtavmdcvmjqvodc0l21hdhquanbnil0swyjwiiwidgh1bwiilcizmhgzmcmixv0 Posted by Matt Cooper

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How to Ask for a Promotion

A TotalJobs survey of 5,000 UK workers found that 67% were denied a pay rise or a promotion last year and that this led to demotivation in the work...

Harry Silvester Posted by Harry Silvester

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What Not to Do in Your Final interview

You’ve reached the final stage of the interview process, great work, however, this can be the moment it all goes wrong should you feel too complace...

Sarah Garnett Posted by Sarah Garnett

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To Degree or Not to Degree

One of the main selling points for attending University and getting a degree used to be the idea that in the hunt for a job, having a degree would ...

Jess Hill Posted by Jess Hill

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PlacedByPitch | Becky

It is always great to hear back from a candidate that we have helped place in a role that they love and are thriving in. This is where the idea of ...

W1siziisijiwmtgvmdgvmtuvmtavmdcvmjqvodc0l21hdhquanbnil0swyjwiiwidgh1bwiilcizmhgzmcmixv0 Posted by Matt Cooper

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London Is Great… But There’s Plenty of Opportunity Outside the Capital

As a nationwide recruiter, we have a wide lens on the depth and quality of marketing and creative work being produced across the UK. London is inte...

Stephen Dowling Posted by Stephen Dowling

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#FreelanceLife | Chapter 9 | Ellen

Welcome back to another edition of #FreelanceLife! I'm so excited to have recently joined the Pitch Freelance Team and be involved in this series w...

Ellie Tibbs Posted by Ellie Tibbs

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5 Things NOT To Do When Leaving Your Job

Whether you have a new job lined up, or you’re at the beginning of your job search, leaving a current role can be quite a daunting task. You may ha...

Jess Hill Posted by Jess Hill

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My Journey to Becoming a 360 Consultant

I didn’t plan a career in recruitment and I don’t think many people do. All I knew was I have an interest for the creative industry and that I want...

Gabriella Policarpo Posted by Gabriella Policarpo

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W1siziisijiwmtgvmdivmjyvmtmvntuvmtmvmje1lzm4odmzmjc5x20uanbnil0swyjwiiwidgh1bwiilciznzb4mjc0iyjdxq Posted 8 months ago
The Threat to Aspiring CMOs in 2018

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Ollie Purdom Posted by Ollie Purdom

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The Trouble With Recruiters

As recruiters, we’ve grown accustomed to that certain hesitation/eye roll when asked what we do for a living at a networking event or awards do. We...

W1siziisijiwmtyvmdyvmdgvmtyvntivmzevmjg4l3jvyjeuanbnil0swyjwiiwidgh1bwiilcizmhgzmcmixv0 Posted by Rob Markwell

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A Year in Recruitment

I recently reached my one year anniversary at Pitch and in light of this, it feels like a good time to reflect on the year I have had and share som...

Trish Kennedy Posted by Trish Kennedy

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2018 Recruitment Trends You Need to Be Aware Of

It’s that time of year where we all gaze into our crystal balls to predict what key trends will emerge in our respective industries in the coming y...

Ollie Purdom Posted by Ollie Purdom

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10 Things Hiring Managers Need To Remember

You’ll come across many articles on how to get your CV ready for job hunting and how to dazzle your potential new employer at interview, but not a ...

Rebecca Thomas Posted by Rebecca Thomas

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2017: A Year at Pitch

What a great year it has been at Pitch. As we sail towards office closures and start preparing to welcome in 2018, we decided to look back at every...

W1siziisijiwmtgvmdgvmtuvmtavmdcvmjqvodc0l21hdhquanbnil0swyjwiiwidgh1bwiilcizmhgzmcmixv0 Posted by Matt Cooper

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12 Days of Career Detox

As we enter the new year many lofty resolutions will be made: drink less, eat better, exercise more. If you’re one of the many people who isn’t sat...

Ollie Purdom Posted by Ollie Purdom

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Introducing Becky

Originally coming from a marketing background myself I’ve always had a huge interest in brands, businesses and the people behind them - I find it f...

Becky Evans Posted by Becky Evans

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Pitch’s Battle of the Christmas Adverts

Each year as the nights get colder and mince pies start to appear on shop shelves, the excitement surrounding the arrival of major Christmas advert...

W1siziisijiwmtgvmdgvmtuvmtavmdcvmjqvodc0l21hdhquanbnil0swyjwiiwidgh1bwiilcizmhgzmcmixv0 Posted by Matt Cooper

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Interview Etiquette for the Interviewer

There's a lot you can read about interviews and how to excel at them, but most of this advice is aimed at candidates rather than interviewers. In t...

W1siziisijiwmtgvmdgvmtuvmtavmdcvmjqvodc0l21hdhquanbnil0swyjwiiwidgh1bwiilcizmhgzmcmixv0 Posted by Matt Cooper

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PR Talks | Video Series

We have a brand new video series on our YouTube channel dedicated to PR. The series, PR Talks, includes a review of recent PR event, the North West...

W1siziisijiwmtgvmdgvmtuvmtavmdcvmjqvodc0l21hdhquanbnil0swyjwiiwidgh1bwiilcizmhgzmcmixv0 Posted by Matt Cooper

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W1siziisijiwmtcvmtavmjqvmtmvndcvmdevotu4l3byawrllxbpyy5wbmcixsxbinailcj0ahvtyiisijm3mhgynzqjil1d Posted 12 months ago
Pitch Is All About Midlands PRide

It’s that time of year again, no not Halloween though if you send us sweets we won’t complain, it’s time to celebrate the best of the Midlands PR t...

W1siziisijiwmtgvmdgvmtuvmtavmdcvmjqvodc0l21hdhquanbnil0swyjwiiwidgh1bwiilcizmhgzmcmixv0 Posted by Matt Cooper

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W1siziisijiwmtyvmdyvmjavmjevmzcvndmvoty1lzmynte0njq2x20uanbnil0swyjwiiwidgh1bwiilciznzb4mjc0iyjdxq Posted about 1 year ago
5 Tips to Achieve Job Satisfaction

According to the dictionary ‘job satisfaction’ means, “the extent to which a person’s hopes, desires and expectations about the employment he or sh...

Gabriella Policarpo Posted by Gabriella Policarpo

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HR & Culture Advice From Netflix’s Most Famous Ex-Employee

This article originally appeared in a LinkedIn Premium Tech Report and offers a fascinating insight in to the latest HR and culture thinking coming...

Ollie Purdom Posted by Ollie Purdom

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W1siziisijiwmtcvmduvmzavmtivmtqvmdivnzg3l1bjvenimjkxoduuanbnil0swyjwiiwidgh1bwiilciznzb4mjc0iyjdxq Posted over 1 year ago
Reflecting back on 10 Years of Pitch

A whole decade in business sounds a long time but it doesn’t seem that long ago since it was just two of us in a spare room. And what a fun time th...

W1siziisijiwmtyvmdyvmdgvmtyvntivmzevmjg4l3jvyjeuanbnil0swyjwiiwidgh1bwiilcizmhgzmcmixv0 Posted by Rob Markwell

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Pitch MD Rob Markwell wins HR & Recruitment Award at Birmingham Young Professional of the Year

We're delighted to announce that Rob Markwell, Managing Director here at Pitch, has won the HR, Recruitment and Training category at the Birmingham...

W1siziisijiwmtgvmdgvmtuvmtavmdcvmjqvodc0l21hdhquanbnil0swyjwiiwidgh1bwiilcizmhgzmcmixv0 Posted by Matt Cooper

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Prolific North Awards 2017

Last week, on an unusually warm Thursday evening in Manchester, the fifth Prolific North Awards took place. It’s always the most hotly anticipated ...

W1siziisijiwmtgvmdgvmtuvmtavmdcvmjqvodc0l21hdhquanbnil0swyjwiiwidgh1bwiilcizmhgzmcmixv0 Posted by Matt Cooper

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Prolific North Awards 2017: Why They Matter

There is only one week until the Prolific North Awards 2017 and at Pitch, we could not be more excited. This year will mark the 5th time the awards...

Rebecca Thomas Posted by Rebecca Thomas

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Marathon Man

Congratulations to Pitch MD Rob who not only managed to finish the London Marathon but did so in an incredibly respectable time of 3hrs25mins, rais...

W1siziisijiwmtgvmdgvmtuvmtavmdcvmjqvodc0l21hdhquanbnil0swyjwiiwidgh1bwiilcizmhgzmcmixv0 Posted by Matt Cooper

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Pitch Consultants Salary Survey 2017

Every year we publish research into how marketers and creatives are remunerated across all skill sets both in agencies and in-house marketing teams...

Ollie Purdom Posted by Ollie Purdom

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B-Hive 2017: Rewarding Future Talent

1 brief, 4 categories, 26 judges and 40 finalists: B-Hive 2017 was buzzing with activity. If you’ve not come across the scheme before, we set it up...

Ollie Purdom Posted by Ollie Purdom

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New Home for Pitch North

This new financial year marks an exciting time at Pitch as we hit some major milestones. This month Pitch celebrates ten years as a specialist mark...

W1siziisijiwmtgvmdgvmtuvmtavmdcvmjqvodc0l21hdhquanbnil0swyjwiiwidgh1bwiilcizmhgzmcmixv0 Posted by Matt Cooper

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My journey: deconstructing a career in recruitment.

Six years ago I joined small recruitment business with huge ambitions. That ambition proved infectious and six years later I now sit here a Directo...

Rebecca Thomas Posted by Rebecca Thomas

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CIPR Awards North West - it's a wrap!

Pitch have been a long term partner of the CIPR Midlands and were delighted extend our relationship to the North West by sponsoring the PRide Award...

Rebecca Thomas Posted by Rebecca Thomas

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W1siziisijiwmtyvmtivmjyvmtyvmtqvmdevotk1lzeyifblyxjscy5qcgcixsxbinailcj0ahvtyiisijm3mhgynzqjil1d Posted almost 2 years ago
Pitch's 12 Days of Wisdom

Christmas and New Year is a wonderful time. It's also a time when many people start thinking about new opportunities and new challenges. We've writ...

Ollie Purdom Posted by Ollie Purdom

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