SALARY & MARKET TREND REPORT Marketing Digital Communications emr.co.uk

Transcription

1 SALARY & MARKET TREND REPORT 2015 Marketing Digital Communications emr.co.uk

2 SALARY & MARKET TREND REPORT 2015 CONTENTS INTRODUCTION... 3 RESPONDENTS PROFILE... 4 Gender... 5 Age... 5 Experience... 5 Qualifications... 6 Location... 6 Sector... 7 Specialism... 7 Employment... 8 Time in role... 8 Position... 9 Social Media CURRENT MARKET Introduction Size of Company Headcount Working Hours Job Security Job Satisfaction Career Drivers Job Search Channels Benefits Recruitment Consultancies Or LinkedIn Where should you find a job? SALARIES & BONUSES Permanent & Contract Temp/Freelance/Interim Bonuses DIGITAL SKILLS & EXPERIENCE Introduction Interview: The Knowledge Engineers Survey Insight The Rise of Mobile SECTOR INSIGHT Financial Services, Banking & Insurance FinTech Investment Management Professional Services Professional Services Firms and Social Media Business Services Consumer Brands Charity & Education Technology, Media & Telecoms Digital Communications Interim & Contracts Regions: Leeds TOP TIPS Candidate Attraction Career Development FUTURE MARKET Market & Economic Outlook Salary Expectations Industry White Papers Retaining Talent WHAT YOU SAID

3 Serrol Osman Managing Director London +44 (0) uk.linkedin.com/in/serrolosman INTRODUCTION Welcome to the 2015 edition of the EMR Salary & Market Trend Report, the most comprehensive report for the marketing, digital and communications industry. Compiled from almost 1,300 survey responses, this year s edition delves into the key motivations and career drivers of the marketing community, followed by a detailed look into the salaries, bonuses and employer benefits across the market. Our senior practice leaders provide insight across the most prominent sectors before we finish with a look at future market expectations. With digital marketing a core focus for many professionals and senior leaders, this year we include insight into the digital skills and experience of marketers across the industry. It also gives me great pleasure to introduce a special feature interview with digital expert Niall McKinney, founder and CEO of the leaders in digital marketing training, The Knowledge Engineers. Throughout the report our findings suggest we re now moving into an exciting period of growth, long overdue I m sure you ll agree! As new opportunities emerge within the market, candidates will need to be at the top of their game to land the role they re after and businesses will need to stay competitive to retain talent and attract new expertise. So whether you re looking to advance your career or to retain and grow your team, the information and insight within this report will be invaluable. We d like to take this opportunity to thank you for your continued support and should you have any suggestions for our future editions, please your ideas to salarysurvey.uk@emrrecruitment.com 3

4 RESPONDENTS PROFILE Gender... 5 Age... 5 Experience... 5 Qualifications... 6 Location... 6 Sector... 7 Specialism... 7 Employment... 8 Time in role... 8 Position... 9 Social Media... 11

5 RESPONDENTS PROFILE 1,281 marketers took part in this year s survey. GENDER 64% of respondents this year were female Marketing sector becoming increasingly female-led. 7% increase in female respondents since AGE 22% Years old 46% Years old 26% Years old 6% Years old 1% 60+ Years old EXPERIENCE 1% Less than 1 year 22% years 8% 1-3 years 14% years 18% 4-6 years 7% years 26% 7-10 years 3% More than 25 years 5

6 QUALIFICATIONS 3% CAM 29% CIM 5% IDM 49% A Levels 15% Diploma 10% uplift in marketers with CIM qualifications since % more females with CIM qualification compared to male counterparts. Twice as many men (10%) likely to study for an MBA compared to women (5%) within the sector. 77% Degree LOCATION 1% East Anglia 13% Postgraduate 15% Masters 6% MBA 1% Ireland (Republic) 1% North East 1% Scotland 3% North West 3% South West 4% Yorkshire & Humberside 6% Midlands 11% South East 13% London (Greater) 53% London (Central) 6

7 RESPONDENTS PROFILE SECTOR 10% Business Services & B2B 3% Construction & Property 6% Consumer Goods 6% Creative & Agency 2% Education 2% Energy & Utilities 14% Finance, Banking & Insurance 5% FMCG 11% Leisure, Retail & Travel 4% Not For Profit 2% Pharmaceuticals & Health 10% Professional Services 2% Public Sector 19% Technology, Media & Telecoms 6% Other SPECIALISM 14% Account Management 30% Brand Management 18% Business Development 6% Catagory/Trade Management 13% Creative 16% CRM/Segmentation 32% Digital & Online (incl. social media, PPC, SEO and UX) 23% Direct Marketing 19% Events/Sponsorship 2% Investor Relations 23% Corporate Communications/PR 17% Internal Communications 16% Product Management 12% Research & Analysis 47% General Marketing 7

8 EMPLOYMENT How are you currently employed? 85% Permanent 9% 6% Contract Freelance/ Temp/Interim TIME IN ROLE How long have you been in your current role? 9% Less than 2 months 5% 2-3 months 11% 3-6 months 9% 6-9 months 8% 9-12 months 22% 1-2 years 14% 2-3 years 13% 3-5 years 9% 5-10 years 1% More than 10 years Only 23% of marketers have been in their current role for more than 3 years. 8

9 RESPONDENTS PROFILE POSITION 12% more males reach Director level compared to female counterparts. 5% decrease in gender gap at Director level since AGENCY VS IN-HOUSE 89% of respondents work predominantly in-house 11% of respondents work predominantly in agencies IN-HOUSE Which of the following best describes your position type? 13% Director 44% 56% 17% 55% 45% 20% 62% 38% 30% 41% 59% Head of Senior Manager Manager 13% 75% 25% 3% 76% 24% 2% 84% 16% Executive Assistant/ Coordinator/Officer Consultant/Freelancer Overall % Female Male More females (55%) at Head of level compared to males (45%). 9

10 AGENCY Which of the following best describes your position type? 13% 53% 47% 26% 74% 26% Group Account Director Account Director 6% more males reach Group Account Director compared to their female counterparts. Interestingly, more females (48%) are reaching Account Director Level within agencies. 16% 71% 29% 13% 59% 41% Senior Account Manager Account Manager 7% 89% 11% Account Executive Overall % Female Male 10

11 RESPONDENTS PROFILE SOCIAL MEDIA On which social media channel/s are you an *active* contributor (meaning you check / update your business account at least once a week)? 64% LinkedIn 51% Facebook 47% Twitter 22% Not a contributor 13% Youtube 13% Instagram 12% Google+ 8% Pinterest 1% Tumblr LinkedIn remains the most utilised social media channel for businesses, followed closely by Facebook and Twitter. For what reason/s does your company use social media channels? (Tick all that apply) 82% To raise brand identity 77% To engage with customers/consumers 78% of marketers are active contributors on their business social media accounts. 46% To engage with clients 35% To drive sales/conversions 32% To raise our employer brand/careers profile 25% To manage customer service queries 11

12 CURRENT MARKET Introduction Size of Company Headcount Working Hours Job Security Job Satisfaction Career Drivers Job Search Channels Benefits Recruitment Consultancies Or LinkedIn - Where should you find a job?... 24

13 CURRENT MARKET INTRODUCTION It s all about growth, opportunity and talent retention! Over the last 12 months almost 40% of marketing, digital and communications teams have increased in headcount. Furthermore, a high percentage of marketers expect to see further growth within their teams throughout These findings suggest there may well be a significant rise in opportunities within the market over the coming 12 months, an exciting time for candidates looking to take their next career step and a challenge for businesses looking to retain talent. This year job security has risen as an area for concern. Since 2011 we ve seen a 21% decrease in the number of marketers who feel either somewhat secure or very secure in their current role. This trend may well have been caused by the economic recession, as the market instability of the past few years has taken its toll. However, with optimism generally high and increasing business stability we would expect to see that reflected in job security. Whilst it has generally been the case that marketers have been less financially driven than professionals within other sectors, this certainly looks to be changing. Although the majority of marketers still move roles for a new challenge or more interesting work, our findings show that since 2011 there has been a 21% increase in marketers moving roles for an increase in salary. Furthermore, our figures also highlight that fewer marketers are receiving an annual bonus scheme within their benefits package compared to previous years. A reduction in overall financial package may also be causing marketers to move roles as they look to increase their basic salary. Interestingly from a gender perspective, when moving to a new role men continue to be more financially driven than their female counterparts, a difference of 8%. However, despite this, almost half (46%) of marketing, digital and communications professionals remain either satisfied or highly satisfied with their current benefits package. Businesses must not become complacent though. With opportunities within the market on the up, and many candidates looking to take their next career step, talent retention will continue to be a focus for

14 The majority of survey respondents (61%) work within large companies of 250 employees plus. SIZE OF COMPANY 16% Small (1-50 employees) 23% Medium ( employees) 61% Large (250+ employees) HEADCOUNT How many people are currently in your team? 47% 28% Almost half of all respondents work within marketing teams of between 0-5 people. 11% 5% 4% 5%

15 CURRENT MARKET HEADCOUNT How has the number of staff in your team changed over the past 12 months? 22% of respondents said their team had decreased in the last 12 months, a yearon-year dip of 4%. 39% Increased 22% Decreased 34% No Change 6% Unsure How do you anticipate the number of staff in your team changing over the next 12 months? 42% Increase 9% Decrease 37% No Change 12% Unsure 39% of businesses expect to see an increase in team members over the next 12 months. Optimism is high within the market with 42% of respondents expecting to see an increase in staff next year, a 6% increase in expectation year-on-year. More large organisations expect to see a decrease in team members across 2015 compared to medium and small businesses. 15

16 TOP REASONS FOR CHANGES IN HEADCOUNT Top reasons for increase included: 1. Business growth 2. Merging of teams 3. Increase in new business 4. Team expansion Top reasons for decrease include: 1. Employees leaving for new opportunities 2. Redundancy 3. Increased workload causing leavers 4. Leavers not being replaced WORKING HOURS 1% Less than 10 1% % % % % % % More than 60 2% increase in professionals working hours per week compared to figures for % year-on-year drop in marketing, digital and communications professionals working hours per week. 16

17 CURRENT MARKET WORKING HOURS How has the number of hours you work changed in the last 12 months? 32% of respondents have experienced an increase in working hours year-on-year. 32% Increased 11% Decreased 57% No Change More men (5%) have witnessed an increase in working hours over the past 12 months compared to women within the field. 8 per cent fewer women working in the hours a week bracket compared to their male counterparts and 6% fewer in the hours bracket. On the whole men within the profession are working longer hours than women. JOB SECURITY 21% decrease in respondents who feel either somewhat secure or very secure in their role since 2011 (down from 80% in 2011 to 59% in 2015). 6% 14% 21% 42% 17% Very insecure Somewhat insecure Neutral Somewhat secure Very secure 17

18 JOB SATISFACTION How satisfied are you with your current job? 6% Very dissatisfied 17% Dissatisfied 26% Neutral 41% Satisfied 10% Very satisfied 51% of marketing, digital and communications professionals are either satisfied or very satisfied with their current job. 18

19 CURRENT MARKET CAREER DRIVERS Please identify the closest reason/s as to why you left your last position. (Choose up to three options) 41% New challenge/more interesting work 34% Higher salary 31% Enhanced career prospects 18% Better work/life balance 16% More responsibility 15% Redundancy 13% Better location/easier commute 11% Contract expired 10% Career change 8% Improved benefits package 8% Job security 7% Relocation 7% Job too stressful 7% Improved bonus potential 4% Better training 4% Travelling Over 40% of marketers moved roles for a new challenge/more interesting work. Men continue to be more driven by higher salaries with 40% selecting this as a core driver when moving role compared to 32% of females. 21% increase in professionals moving to new roles for higher salary packages since

20 71% of respondents took up to 3 months to find their current position. JOB SEARCH CHANNELS How long did it take for you to find your current position? 31% Up to 1 month 40% 1-3 months 17% 4-6 months 5% 7-9 months 4% months 3% 1-2 years 1% Over 2 years With 41%, recruitment consultancies continue to be the main source for marketers when finding new job opportunities. JOB SEARCH CHANNELS How did you find your current position? 41% Recruitment consultancy/ headhunter 16% Online advertising 11% Personal contact 10% Direct approach 7% Internal promotion 7% Professional network 4% Social network 2% Print advertising 2% Other 20

21 CURRENT MARKET BENEFITS Which of these benefits are included in your current package? (Select all that apply) 76% 25 days holiday or more 70% Company pension scheme 55% Mobile phone/blackberry/pda 54% Annual bonus scheme 52% Insurance (PMI/death in service/ life insurance) 30% Season ticket loan 23% Car or car allowance 18% Share incentive/emi scheme/option scheme 14% Travel benefits/allowances 9% N/A I don t receive any benefits 1% Mortgage relief 39% Flexible working (home working/flexitime) 29% Flexible benefits (choosing from a range of options) 22% Childcare arrangement/ vouchers 14% Leisure facilities 13% Daily subsidised or free meals 7% Sabbatical 21

22 8% fewer marketers now receive an annual bonus scheme compared to figures for days holiday continues to be the top benefit included in respondents packages. 46% of marketing, digital and communications professionals are either satisfied or very satisfied with their current benefits package, a 3% dip year-on-year. How satisfied are you with your current benefits package? 6% Very dissatisfied 16% Dissatisfied 32% Neutral 22% of professionals indicated they were either dissatisfied or very dissatisfied with their current benefits package. 39% Satisfied 7% Very satisfied 22

23 CURRENT MARKET BENEFITS Please indicate how important each of the following employee benefits would be to you, when considering a new role. 25 days holiday or more Company pension scheme Annual bonus scheme Flexible working (home working/flexitime) Insurance (PMI/death in service/ life insurance) Mobile phone/blackberry/pda Flexible benefits (choosing from a range of options) Share incentive/emi scheme/ option scheme Travel benefits/allowances Car or car allowance Childcare arrangement/ vouchers Sabbatical Leisure facilities Season ticket loan Mortgage relief Daily subsidised or free meals Not important Quite important Very important 4 Vital 23

24 CURRENT MARKET RECRUITMENT CONSULTANCIES OR LINKEDIN WHERE SHOULD YOU FIND A JOB? LinkedIn has enjoyed a major boost in popularity over the last few years as jobseekers begin to recognise its worth when it comes to showcasing their skills for potential employers. The social media network recently announced that it now has more than 300 million members on a global basis. Half of these are based outside of the US, which is where the platform first started. Senior Vice-President for products and user experience Deep Nishar said: As we ve grown, the value we deliver to our members has increased, the way they use our products has changed and our membership has become more diverse. LinkedIn hopes to focus on its mobile offering over the coming year to help service users access the site on smartphones and tablets. But does this signal the end of recruitment consultancies? Are algorithms taking over? LinkedIn - not a comprehensive solution There are no doubts that LinkedIn is an incredibly useful tool for jobseekers. A lot of employers have started to use it for their own staffing needs, while the possibilities it creates for online networking make it far easier for people to connect with potentially useful sources. Its convenience - epitomised by its recent commitment to developing its mobile channel - also means the platform can be accessed when on the go. What s more, it is beginning to deliver a more personalised experience. To get there, we are delivering personalised experiences built around members and their identity, network and knowledge. We believe this focus will give us the ability to better help each of our members achieve their professional goals, declared Mr Nishar. However, much improved the technology, LinkedIn remains just one of many dozen partially effective avenues for candidates seeking new roles, and one of the least personal. Why is this? Well, first of all, not every role is going to be available on LinkedIn. Secondly, if a worker is hoping to move into a new market or take on a position that is unfamiliar to them, they may need a helping hand beyond the generalised advice available online or via other social media platforms. It is better that they are presented by a third party who can pitch them in, appropriately. 24

25 The benefits of recruitment consultancies Despite the convenience and instantaneous nature of LinkedIn job searches and other digital channels, the superior rule that recruitment consultancies deliver for their candidates is clear. The difference between LinkedIn and recruitment companies is about relationships, genuine face to face, hand-shaking, long term relationships. Because reputable consultancies and individual recruiters are seen as reliable and efficient by their clients at bringing in new talent, candidates stand a higher chance of landing the role they want by working with a recruiter rather than simply sending out their CV to every suitable position on LinkedIn. A recruiter will be best placed to match your skills and experience to the right opportunities within the market. A recommendation from a knowledgeable and experienced recruiter who is willing to sell your skills will stand you in better stead in the eyes of a hiring manager than an electronic application. A good recruitment consultant will also help you tailor your CV and cover letter for specific roles before passing this directly to a client. Furthermore, they might have special relationships with particular businesses that you re keen to work for and who may not be advertising the role openly. You need to be represented There is no right answer when it comes to asking what the best channel is for marketers who want to find a new job. LinkedIn provides many benefits. It is extremely convenient and a good way to keep your job hunt ticking over while ensuring that employers are aware of your skills and experience. However, over-reliance on any channel could mean you miss out on a host of opportunities. But it is also important to remember that good recruitment agencies will be there to represent you. They can big up your skills and experience in a way that can be difficult to do yourself, they can position you better, often knowing which buttons to press for that particular client. In addition, a recruiter can be instrumental in negotiating the best possible package on your behalf once an offer has been made. Through their vast experience of negotiating salary and bonus packages, flexible working hours, pension schemes and more, they are best placed to ensure you are receiving the package you deserve. Ultimately, utilising as many channels as possible (within reason) will always give you the best chance of finding the right position, so it makes sense not to limit yourself. 25

26 SALARIES & BONUSES Permanent & Contract Temp/Freelance/Interim Bonuses... 31

27 SALARIES & BONUSES PERMANENT & CONTRACT What is your current basic or pro rata salary in pounds sterling? 1% Less than 20,000 10% 20,000-29,000 20% 30,000-39,000 How satisfied are you with your current remuneration? 4% Very dissatisfied 22% Dissatisfied 17% 40,000-49,000 15% 50,000-59,000 26% Neutral 12% 60,000-69,000 15% 70,000-89,000 7% 90, ,000 42% Satisfied 2% 130, ,000 1% 160, ,000 1% More than 200,000 6% Very satisfied 7% more marketers indicated they were either satisfied or very satisfied with their current remuneration compared to figures from Furthermore, 7% fewer professionals said they were either dissatisfied or very dissatisfied with their remuneration. 27

28 Almost 50% of marketing professionals are either satisfied or very satisfied with their current remuneration. When was your last pay review? 36% 30% 21% 13% Less than 6 months ago 6 to 12 months ago N/A over 12 months ago Slightly more males (4%) received a pay increase over the last 12 months compared to females within the sector. What was the outcome of your last pay review? 59% Pay increase 24% N/A 17% No change 0% Pay decrease 28

29 SALARIES & BONUSES TEMP/FREELANCE/INTERIM What is your current basic day rate? (Please calculate accordingly if paid hourly) 16% Less than 150 How satisfied are you with your current remuneration? 10% Very dissatisfied 10% Dissatisfied 19% % % Neutral 16% % % Satisfied 1% % More than % Very satisfied Slight year-on-year drop in remuneration satisfaction amongst interim and freelance professionals, with 3% fewer marketers indicating they were either satisfied or very satisfied when compared to figures from Since 2012 levels of dissatisfaction amongst interim and freelance professionals have decreased by 8%, down from 28% in 2012 to 20% in

30 When was your last pay review? 44% 23% 19% 15% N/A Less than 12 months ago over 12 months ago 6 to 12 months ago How are you currently paid? 29% PAYE 46% Limited Company 25% Other 30

31 SALARIES & BONUSES BONUSES: PERMANENT Did you receive a bonus in the most recent financial year? 6% decrease in permanent marketing professionals who received an annual bonus compared to figures from Over 55% of marketers received a bonus in % Yes 45% No 7% more men received a bonus in the most recent financial year when compared to their female counterparts. Only 25% of temporary/ freelance/interim professionals received a bonus in 2014, a year-on-year decrease of 11%. BONUSES: TEMP/FREELANCE/INTERIM Did you receive a bonus in the most recent financial year? 25% Yes 75% No 31

32 BONUSES: ALL As a percentage of your basic salary, what level was your last annual bonus? 46% Less than 10% 35% 10 19% 12% 20-29% 3% 30-39% 2% 40-49% 1% 50-59% 0% 60-69% 1% 70-79% 0% 80-89% 0% % 1% More than 100% 3% year-on-year increase in professionals earning between 10-19% of their basic salary. 10% more men earning bonuses between 10% and 29% of their annual salary compared to women, whereas more females (14%) are earning a bonus between 1-10% of their annual salary. 33% of marketing professionals have witnessed an increase in bonus over the last year compared to 17% who have experienced a decrease. How did this differ from your bonus last year? 4% 13% 50% 27% Significantly Decreased Decreased Remained the same Increased 6% Significantly Increased 32

33 SALARIES & BONUSES ALL (PERMANENT & INTERIM) How would you assess your level of satisfaction with your most recent bonus? 6% Very dissatisfied 17% Dissatisfied 32% Neutral 45% of marketing professionals were either satisfied or very satisfied with their most recent bonus. 40% Satisfied 5% increase in marketers who are satisfied with their most recent bonus compared to figures from % Very satisfied 33

34 As a percentage of your basic salary, what do you expect your next annual bonus to be? 42% 0 10% 39% 10 19% 11% 20-29% 4% 30-39% 1% 40-49% 1% 50-59% 1% 60-69% 1% 70-84% 0% % 0% More than 100% 81% of marketers expect their next bonus to be between 0-20% of their basic annual salary. 34

35 WHAT YOU SAID Marketing has too much focus on promotional activities still. Strategic marketing isn t recognised properly yet. Travel marketing is changing and we re expecting to use the latest technologies to put us at the forefront. Marketing has a glass ceiling within small agencies and this will mean ambitious and talented people will move away from these types of settings. The jobs/ contracts market is very tough due to economic uncertainty and ever increasing pace of technology changes. Seeing huge growth through Marketing as a whole. Budgets seem to be increasing internally and with suppliers indicating future growth. Over the last 5 years I have noticed an increase in the amount of hours that I have had to put in over and above my expected hours. 35

36 Due to job cuts in companies over the past few years I feel that it is now more difficult to get a promotion as the steps have been taken out of a lot of organisations. This can cause demotivation as when applying for a new job employers assume that the applicant has not improved even though their role may have changed significantly. Men get promoted easier over women and paid more. There is still a pay gap between myself and my male counterparts. This remains unacceptable. The freelance market has picked up dramatically and is now vibrant and interesting. I would like to be able to work in a permanent role but part-time. SALARIES & BONUSES The market is very competitive and it all comes down to experience and personality. Interview skills and a good CV are crucial. Innovative thinking is also a must. 36

37 DIGITAL SKILLS & EXPERIENCE Introduction Interview: The Knowledge Engineers Survey Insight The Rise of Mobile... 44

38 DIGITAL SKILLS & EXPERIENCE INTRODUCTION Tackling the digital marketing skills shortage is not a new issue. Many leading thinkers across the marketing industry have long been discussing the growing concerns around the digital talent of the future. With digital technology in a constant state of change and the growth of channels including mobile, wearable technology and the internet of things, the demands on the modern day marketer are incessant. In order to grow and evolve at the same rate, businesses need the right employees with the skills and experience to take advantage of these evolving channels, as a means of connecting and communicating with their customers. Organisations that are able to attract and retain such talent are likely to be the ones to succeed in the online and digital space. Whilst many businesses highlight there is a real lack of digital experience within marketing teams, it s important to establish whether companies themselves are taking responsibility for upskilling and training their workforce. In fact, whilst the vast majority of marketing professionals are keen to increase their digital marketing skill-set, our data shows that in the last 12 months only one third of professionals have received any form of digital training. Such findings raise the questions as to how we can upskill our current workforce. Do businesses need to take more responsibility for training their existing teams to be the digital experts of the future? In 2014 EMR held a roundtable with leading thinkers across the marketing sector to discuss such issues. The panel all agreed that companies need to play a bigger part in digital investment from the top level down, and a strong place to start is internal training. With the desire for training clearly evident, can businesses afford not to invest? Are talented employees likely to move to a new business where the culture is one of continuous learning and development across these areas? In this section of our report experts in digital training, The Knowledge Engineers, discuss the key trends and skills shortages across the marketing sector. In addition, our own data sourced from over 1,250 marketers highlights the current levels of digital experience across the sector, the desire of marketers to enhance their skill-sets and the particular online channels where marketers need to upskill. 38

39 DIGITAL SKILLS & EXPERIENCE INTERVIEW: THE KNOWLEDGE ENGINEERS Niall McKinney Founder & CEO of The Knowledge Engineers A confidence and skills problem plagues many businesses and yet investment and support in improving people s digital knowledge is not being fulfilled. The latest data from the EMR Salary Survey shines a light on just how stark this gap has become in For businesses wanting to steal a march on their competition, communicating with an increasingly digital audience is essential. For people wanting to further their career in marketing and advertising, being well equipped to help brands is the only way to get ahead. It isn t just the standout work, award winners and promotioncinching campaigns that this is in relation to; digital impacts every part of marketing. According to the survey, 96% of people believe that digital impacts their day-today role. Despite this, just 16% said they felt fully equipped to run digital marketing campaigns. Aiming to plug this gap is The Knowledge Engineers, one of the world s biggest digital training businesses. Niall McKinney, founder of The Knowledge Engineers, says, The survey shows what we know that digital marketing skills are now required by marketers every day. The rest of the survey shows that despite this, many of the skills required are not at a high enough level. Our experience of working with our blue-chip clients matches this pattern. Almost everyone is doing digital of some kind, but many are not sure that they re doing the right thing, or if what they re doing is actually delivering business results, he comments. For The Knowledge Engineers, solving this problem comes in three parts: leadership, skills and innovation. The survey highlights a worrying skills gap but, according to McKinney, a key issue is the leadership team and how well businesses are set up to respond to the fast-paced change they are experiencing. Almost no companies are confident with every part of the digital marketing mix. Some, like Expedia or John Lewis might be very confident in their search and optimisation, but less confident in other areas. This often happens when dedicated specialists are hired, but their expertise doesn t necessarily filter to their colleagues, or upwards to their CMO, he adds. This fast pace is most keenly felt by businesses in mobile, with many businesses still not providing the mobile experience that customers now expect. A recent report by mobile specialists Netbiscuits predicted the demise of brand loyalty, with people becoming far more likely to switch to a competitor brand on mobile because of poor experience. For brands, providing a consistent experience across channels is becoming a key priority. 39

40 Similarly, the survey also highlights mobile as one of the most pressing areas of concern for people. According to the research, 35% had no experience at all, the majority having some experience and only 7% believing to have had significant experience. According to McKinney, this gap signals the need for radical change. The survey tells us that even though mobile marketing and consumer mobility is the fastest growing area of marketing, skills are way behind consumer behaviour. The industry needs a radical approach to improve mobile knowledge, said McKinney. The areas in which respondents had most significant experience were CRM and data (28%), social media (24%) and online advertising (23%). For the majority of respondents (67%), enhancing digital skill-sets is a priority. Yet just 34% had any digital marketing training in the past year. This lack of investment puts businesses in a concerning position according to McKinney. The issue of digital skills development is massively underinvested by companies. We re seeing a once-in-a-century shift in both consumer behaviour and marketing technology, but businesses have not increased their commitment to training. In many cases, it has been cut over the last 5 years. Until this changes, the skills gap will remain, or even get worse, driven by continued rapid change in the impact of technology, warns McKinney. It can be difficult for people to convince their business to invest in training, particularly if they are already feeling the pinch from slipping behind their competitors. There are ways to help convince businesses to invest in training; fear and the business benefit. McKinney advises, In our experience, there are two ways to help convince businesses to invest in training; fear and the business benefit. In most digital disciplines there is a clear best practice gap and if activity is optimised to best practice levels there is better business performance. The fear is that competitors are doing it better than you, the upside is the tangible benefit you will receive if you close the gap. To find out more about The Knowledge Engineers services for leadership, skills and innovation in digital visit: THE KNOWLEDGE ENGINEERS IS THE WORLD LEADER IN DIGITAL MARKETING TRAINING. We help organisations take advantage of the opportunities created from digital disruption. We are a worldwide team of over 60 marketing and business professionals dedicated to creating strategic digital marketing development solutions. We have trained over 50,000 people in over 1,000 organisations across 43 countries since We publish 12ahead a platform which enables brilliant digital innovation and the Digital Knowledge Centre the definitive e-learning platform for developing digital marketing skills. Our digital development will accelerate your digital transformation. 40

41 DIGITAL SKILLS & EXPERIENCE SURVEY INSIGHT To what extent have the advances in digital channels and digital marketing techniques impacted your day-to-day role? 4% 16% 30% No impact at all A little impact Moderate impact 50% Significant impact Half of all marketing professionals (50%) stated that the advances in digital channels and digital marketing techniques had significantly impacted their day-to-day role, with an additional 30% of respondents highlighting they had experienced a moderate impact. Do you feel well equipped to run full digital and online marketing campaigns? Whilst the majority of marketers (86%) felt they were well equipped to run full digital and online campaigns, over two thirds stated they felt there was room for improvement. 14% No not at all 70% Yes - but there s room for improvement 16% Yes - I feel fully equipped 41

42 Have you undertaken any digital marketing training in the last 12 months? 34% Yes 66% No Despite the majority of marketers highlighting digital was an area for improvement, only one third have received any form of digital training in the last 12 months. Are you looking to enhance your digital marketing skill-set in the next 12 months? 67% Yes 16% No 18% Unsure Will businesses look to invest in digital training in 2015? 67% of marketers will be looking to enhance their digital marketing skill-sets in the coming 12 months. 42

43 DIGITAL SKILLS & EXPERIENCE SURVEY INSIGHT Please indicate your level of experience across the following digital marketing disciplines: 35% 39% 19% 7% 5% 25% 46% 24% 11% 27% 38% 23% Mobile Marketing Social Media Online Advertising 10% 26% 36% 28% 18% 38% 31% 13% 9% 28% 38% 25% CRM & Data Search & Optimisation Content Marketing No experience at all A little experience Moderate experience Significant experience 35% of marketing professionals have no experience at all of mobile marketing whilst 39% only have a little experience. 43

44 DIGITAL SKILLS & EXPERIENCE THE RISE OF MOBILE The rise of mobile is increasingly not just about communications, but the whole consumer experience. The expansion of mobile phone usage has become one of the key technological trends of the early 21st century - and it has some significant implications for the marketing sector, both in the way it is used to market goods and services, and the levels of expertise needed in marketing departments. A number of recent developments have underlined just how much of a game-changer mobile has become. The New Mobile Display Ecosystem Report by Econsultancy in association with OpenX revealed that the use of mobiles surpassed that of desktops for the first time ever earlier this year. With that came continued rapid growth in the use of mobile internet and marketing. For example, while figures from the Internet Advertising Bureau (IAB) revealed internet advertising grew by 159 per cent in its first four years - between 1996 and mobile was not far behind at 123 per cent between 2010 and By comparison, TV advertising only saw 98 per cent growth in its first four years. The IAB also revealed that was a particularly strong period of online advertising growth for mobile, rising from a ten per cent share of a 5.45 billion UK market to a 16 per cent slice of 6.3 billion. Spending on mobile advertising is also expanding worldwide at a rapid rate. Research by Gartner has indicated that the global value of mobile ad spend is set to rise from $13.1 billion last year to $18 billion in 2014, with the figure projected to soar to $41.9 billion by

45 Clearly, this trend has been rapid and marketers need to prepare for the challenge it presents. This has one very clear implication; it is increasingly important for marketing departments to grasp the potential of mobile, or risk losing out to their rivals. To do this requires that marketing departments have mobile expertise, and the best way to do this is through the recruitment of individuals who know the sector well and have a lot of relevant experience. Mid-high level recruitment in this area, however, will not be easy, as such skills are scarce and in high demand. At EMR, we have seen a major surge in the need for mobile specialists across a range of sectors, particularly as laptops and tablets have increasingly been usurped. With consumer behaviour continuing to shift rapidly towards mobile, the demand for specialists in that technology has surged. This can only be expected to increase, not least in areas like video, which Gartner has forecasted to show the highest expected growth. A shortage of mobile expertise is already starting to show up in some geographical areas, with a lack of available talent evidenced in the Midlands and the North. However, the trend is likely to ensure that the south is affected too before long. Access to scarce talent has never been at such a premium. We are here to help our clients identify the most fitting mobile talent for their business. 45

46 SECTOR INSIGHT Financial Services, Banking & Insurance FinTech Investment Management Professional Services Professional Services Firms and Social Media Business Services Consumer Brands Charity & Education Technology, Media & Telecoms Digital Communications Interim & Contracts Regions: Leeds... 71

47 SECTOR INSIGHT FINANCIAL SERVICES, BANKING & INSURANCE Ian Jenkins Managing Consultant London +44 (0) uk.linkedin.com/in/ianjenkinsemr Key market trends During the last 12 months, the challenger banks have continued to compete with the big five in the UK. This has led to all parties focusing more clearly on their customers and as such, increased hiring in insight and analytics. Additionally, the financial services market has firmly entered the mobile age, with mobile banking and payments businesses making London a global centre of excellence for innovation in retail financial services. With UK growth likely to outpace most other developed economies over the next few years and the question of Scottish independence settled for the moment, I would expect increased confidence from most UK-based businesses. A concern for some companies (especially those in the credit card and short-term lending sectors) will be ensuring that they comply with FCA and TCF regulations and that business practices are transparent. We are therefore seeing a renewed focus on compliance within FS marketing and as a result, the need for a creative approach to communicating with customers. Salaries & bonuses Whilst pay in the UK has broadly failed to rise in line with inflation despite unemployment being at a six-year low we are seeing a different picture in marketing. Over the last 12 months, candidates expectations of salary increases when moving between roles have returned to pre-crisis levels, with a minimum increase of 10-15%. This has been partly down to stronger salary reviews and bonuses for top performers across the spectrum. 47

48 Candidate movement While increased salary is a consideration for candidates looking to find a new role, the most common reason they begin a job search is to find a new opportunity to develop their skill-set. A look ahead expect this to continue into I would also expect these recent senior appointments to recruit or restructure their teams, thereby increasing hiring at all salary levels next year. This additional headcount should lead to some very interesting developments with smaller, more agile players continuing to disrupt the FS marketplace. The improving economy has led to a considerable increase in senior level roles with salaries in excess of 100,000, and I would SALARIES & DAY RATES Permanent (annual) Temporary (daily) Job Title Min Max Min Max Director 100, , ,200 Head of 75,000 90, Senior Manager 60,000 75, Marketing Manager 40,000 55, Marketing Executive 30,000 35, Product Governance 55,000 65, Manager Marketing Effectiveness 50,000 60, Manager Aggregator Manager 50,000 60, Product Manager 45,000 60, CRM Manager 45,000 60, Insight Manager 40,000 50,

49 SECTOR INSIGHT FINTECH Claudia Madotto Managing Consultant London +44 (0) uk.linkedin.com/in/claudiamadotto Key market trends Across the FinTech sector we ve witnessed considerable growth over the last 12 months. With optimism high, businesses have been investing in their marketing teams and as a result new opportunities have opened across the market. In addition to existing companies expanding, a host of start-ups have entered the market, also bringing new roles and positions for marketers. Whilst all areas of marketing are growing across the sector, we continue to see particularly high demand for professionals with skills and experience across digital and product marketing. Salaries & bonuses Due to the competitive nature of the sector and in particular the high demand for marketers with specific digital skills, salaries are often higher within FinTech than other sectors, making it attractive for new marketers to enter. As growth continues we expect to see an increase in demand for talent and as a result high levels of competition across the market to both retain current employees and attract experts into businesses. Candidate movement With candidates remaining relatively static throughout the recession, over the last year we ve certainly seen a dramatic increase in professionals looking to move and take on new opportunities as the market has grown. With businesses looking for new talent, marketers are increasingly becoming attracted to new career prospects and the ability to move upwards much quicker than if they were working in other sectors. In addition, as Fintech is often associated with innovation, an increasing number of marketers are now keen to move into the sector. A look ahead As growth continues there is no doubt we will continue to see an increase in the number of marketing roles entering the sector, particularly those within digital and product. London has a thriving FinTech community and the next 12 months will almost certainly see continued growth. 49

50 SALARIES & DAY RATES Permanent (annual) Temp (rates) Job Title Min Max Min Max Product Marketing 100, , ,200 Director Marketing Director 100, , ,200 Head of Marketing 80, , Head of Product 70, , Senior Marketing 60,000 80, Manager Product Marketing 50,000 70, Manager Marketing Manager 40,000 60, We continue to see particularly high demand for professionals with skills and experience across digital and product marketing. 50

51 SECTOR INSIGHT INVESTMENT MANAGEMENT Claudia Madotto Managing Consultant London +44 (0) uk.linkedin.com/in/claudiamadotto Key market trends Throughout 2014 businesses within investment management slowly began to increase their headcount across marketing teams. As a result, new roles have been created almost daily to fill the void left by the recession. Although there is still an element of uncertainty out there, organisations are now more comfortable in going to market albeit cautiously in search of good talent. It is the start of a domino effect that has not accelerated yet, but has certainly begun and will continue into the year ahead. As with the majority of markets and sectors, professionals with strong skills and experience across digital channels are in high demand. As new technologies continue to evolve across the sector we only expect this trend will continue into the year ahead. Salaries & bonuses Across investment management we ve witnessed a stall in salaries increasing over the past few years. It will be interesting to see if this finally changes in 2015, although in general, pay across the investment management sector remains high for marketers in comparison to other industries. Bonuses have again started to be an important part of the overall package and companies are being more generous in paying good bonuses. This is becoming increasingly important in retaining and attracting the best talent within the market. Candidate movement The main reason candidates are looking to move is to increase their base salary. Most organisations have not implemented significant increases since the recession hit and candidates are almost being forced to look outside to gain that increase. As a result businesses who can offer the best basic salary are most likely to attract the best talent within the market, particularly those with digital experience who are becoming increasingly aware of the high demand for their skills. A look ahead Throughout 2015 we certainly expect to see a rise in new marketing job opportunities within investment management as the sector continues to grow. In particular, roles at midmanagement to senior/director level will increase as businesses look to the next generation of leaders. We anticipate the next 12 months will be an exciting time for the sector. With the economic conditions improving marketing teams will continue expanding, opening up new opportunities for candidates. 51

52 SALARIES & DAY RATES Permanent (annual) Temp (rates) Job Title Min Max Min Max Marketing Director 100, , ,500 Head of Marketing 90, , ,000 Senior Marketing Manager 70,000 90, Marketing Manager 50,000 70, Channel Marketing Manager 50,000 70, Digital Marketing Manager 40,000 60, Marketing Executive 40,000 50, Marketing Assistant 30,000 40, Head of Investment 70,000 90, Communications Senior Investment Writer 50,000 70, Investment Writer 40,000 50, Head of RFP 60,000 80, RFP Manager 50,000 70, RFP Executive 30,000 50, Presentation Specialist 35,000 45, Sales Support Executive 35,000 45,

53 SECTOR INSIGHT PROFESSIONAL SERVICES Halley Tai Consultant London +44 (0) uk.linkedin.com/in/halleytai Key market trends Over the past 12 months, bid professionals (from assistant to manager level) have been in extremely high demand across the sector. This has particularly been the case for law firms who have been struggling to find business development executives/advisors, largely due to the fact they are very particular about finding a candidate who satisfies all their requirements. They do tend to find someone in the end, but the process can take up to four months. The majority of professional services firms who have recruited over the last year have either been replacing leavers or hiring due to restructures. However, there have been a few professional services firms, mostly consultancies, that are hiring due to growth. Salaries & bonuses On the whole, salaries and bonuses have remained relatively stable over the past year with little movement. However, some professional services firms can at times be flexible with top end salaries for senior BD/head of BD/ client development level roles, particularly when aiming to recruit the best talent within the market. Candidate movement First and foremost, the majority of candidates who have been in search of new opportunities have generally been driven by a new challenge. With many marketers reluctant to move during the economic recession, now that market optimism is increasing candidates are becoming more confident and looking to move onwards and upwards. At EMR we ve also seen a number of candidates move to new roles due to limited career progression opportunities in their firms and also due to redundancies. A look ahead Generally speaking new positions opening up across the sector are few and far between. Usually it is the case that roles only become available across the market as candidates move on to new roles and firms look to replace team members. However, with market optimism high and more confidence amongst candidates, we expect to see an increase in the number of roles becoming available over the coming year as marketers look to move on and take up a new challenge. 53