Companies Ready to Hire Creative Pros

Pam Pfiffner

The job market for creative professionals in marketing and advertising in the second quarter of this year shows some signs of life, according to a study by the Creative Group. Of the marketing and advertising executives polled who are responsible for hiring in those markets, 13 percent say that they plan to add full-time staff in the next three months, although that’s a 4-point drop from the previous quarter. Only 3 percent say they will reduce staff while 80 percent they anticipate no change in the number of staff. Even better, 91 percent said they feel “confident in their companies’ growth prospects for the second quarter.”
These numbers might be described as cautiously optimistic, but the upshot is that the report shows there is demand for creative professionals in the fields of marketing and advertising. But there’s a catch: 41 percent said that “it’s challenging to find skilled creative professionals today,” according to the report.
That statement seems contradict the evidence. With so many accomplished designers, artists, producers, and other creative professionals out of work, how hard can it be to find skilled people? The answer lies in the demands of today’s job market.
The Creative Group asked: “In which of the following areas do you expect to hire in the second quarter of 2012?” The table below shows the breakdown:

The high number for Web design isn’t surprising, although I’d have projected social media to score the same and mobile applications development to rank higher. It’s heartening to see print design on par with interactive media, but the numbers for the last two — creative/art direction and copywriting — are depressing.
The executive director of The Creative Group Donna Farrugia explained. “Companies are moving more of their advertising and marketing budgets to digital and online media, driving demand for professionals with expertise in this specialization,” she said. “There also is an ongoing need for account services professionals to help manage a growing number of current and prospective client relationships, as well as keep projects on track and within budget.”
So what’s a job-seeking creative professional to do? Companies are hiring, so it’s time to make sure your resume and portfolio are up to date. But be sure to add some new skills to your resume to meet the needs of a changing job market.