Marketing, advertising executives plan hiring increase

Web design, production expertise in highest demand

Marketing and advertising executives anticipate increased hiring activity in the second quarter of 2011, according to The Creative Group Hiring Index for Marketing and Advertising Professionals.

Twenty per cent of the 250 Canadian executives interviewed said they plan to add full-time staff in the next three months, and two per cent expect reductions in personnel. The resulting net 18-per-cent increase in hiring activity is up five points from the first-quarter forecast.

Web design or production expertise is in greatest demand, with 25 per cent of marketing and advertising executives planning to add staff in this area. This was followed by print design or production (21 per cent), social media and account services (each tied at 18 per cent). Fifty-two per cent of executives surveyed said it's challenging for their firms to find skilled professionals and 38 per cent of respondents indicated they are concerned about losing top marketing or advertising performers to other job opportunities in the next year.

"Many employers are looking to enhance their online presence in response to increasing consumer demand for content," said Lara Dodo, Canadian regional vice-president of The Creative Group. "Firms currently seek experienced professionals, with a combination of front- and back-end development skills, such as HTML, CSS and .NET, and a great eye for design."

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