2013 National Road Ahead Series - Marketing

NATIONAL
ROAD AHEAD SERIES
2013

Marketing

Specialists in marketing recruitment
www.michaelpage.com.au
Marketing

Agenda
The Australian Economy & Employment Market

• Michael Page Marketing ANZ Coverage
The “Expert” Economic Opinions

• Michael Page Marketing Capability

• Year in Review

• The Recruitment Landscape

• 2013 Salaries and Market Insight Video

• Vertical Breakdown

• Michael Page Market Research

• Questions

Specialists in finance
Finance www.michaelpage.com.au
Marketing

Michael Page Marketing & Employment
The Australian Economy - ANZ CoverageMarket


Pharmaceutical &
Healthcare

Marketing

Michael Page Marketing & Employment Market
The Australian Economy - Capability at all levels

CMO/GM Marketing
Marketing Director
Head of Marketing/Product/
Insights

Marketing Leadership

Brand/Product Manager
Communications Manager
CRM Manager
Marketing Manager

Marketing Management

Marketing Assistant
Marketing Executive
Communications Executive
PR Executive

Entry Level Marketing

Marketing

Year in Review

• Continued uncertainty on a global scale across the European, UK and North American
markets.
• H2 consumer and business confidence affected locally by the ongoing global
backdrop.
• NSW and Victoria consistent trading conditions with previous year.
• Queensland and Western Australia affected more directly by Mining and Resources
sector.
• Unemployment rate continues to remain low versus other comparable markets globally.

• Outlook for 2013 is uncertain given employment trends over the last quarter of 2012.

Marketing

Recruitment Landscape

• Marketing professionals value up-skilling and career progression as the main
motivators to leave a role / business.
• Top performers are still in demand on the open market and employers have
adopted defensive strategies to retain their best people.
• There has been an even split between permanent and contract hires.
• Online and digital marketing professionals continue to be in high demand.

Marketing

2013 Salaries Economy & Employment
The Australian& Market Insight Video Market


Marketing

Agency

30%“Expert” Economic Opinions
The
25%
Job registrations Candidate registrations
• Key recruitment area across media • Increased desire to move for role
industry, in particular candidates progression and salary in agency
with Direct Response, Digital Media sector.
Planning and Buying.
• Desire to bring digital and online talent
• Advertising industry continued from overseas and only slight increase
challenge of finding AM/SAM talent. in overseas registrations.
• Increased need for freelancers and • Senior account service, strategy and
short term assignments. digital user experience candidates still
in highest demand.
• Clients implementing retention
strategies, strengthening culture and • Candidates keen to involved in clients
providing unique benefits to retain who have a digital focus to their
staff. strategy.

Marketing

Pharmaceutical & Healthcare

20%
The “Expert” Economic Opinions 25%
• Most healthcare clients are in • Candidate confidence in the market is
conference and planning in Q1, expect increasing, lots of tentative looking and
job flow to increase end of Q1. consultation.
• Recruitment activity has been steady • Talented candidates will be involved in
across Brand/Product Management. more than one process and will invariably
end up with more than one offer to choose
• Bio-tech, Clinical and Diagnostic
from.
roles increasing as more products are
released to market. • Candidates decision process increasingly
driven by interest in particular therapeutic
• Clients placing heavier emphasis on the
areas, e.g. Diabetes and Oncology.
role digital plays leading to an increase
in roles in this space. • Increase in local talent returning to Australia
from overseas.

Marketing

FMCG & Consumer

25% 40%
• Steady increase in job flow. • Candidate confidence has dramatically
increased.
• Growth directly related to candidate
confidence levels improving and talent • Quality has increased.
moving on.
• Candidates are being more specific with
• Increase in demand for e-commerce job criteria, i.e. work life balance, career
digital skillset – particularly in retail and prospects, adding to skillset rather than
luxury. just salary.
• Insights, Innovation and NPD roles are • Key motivators for registrations –
a focus in FMCG in order to maintain confidence levels growing, new year –
competitive advantage. new challenge, career progression.
• Increase in senior management • Increase in number of candidates
vacancies. returning from overseas.

Marketing

Retail

The 10%
• Digital and e-commerce continues to • Smaller organisations retaining
become a key focus for retail clients individuals from a culture
as they look to bring capability in perspective.
house in order to challenge grey
• Team sizes generally static and
market importers and online retailers.
hence a challenge for individuals
• Increase in team leader/National looking to progress.
Marketing Manager level vacancies
• Skill shortage in digital, eDM, social
– businesses look to increase
media and ecommerce.
strategic capability in order to drive
competitive in store activations. • Potential to attract overseas talent in
some areas.
• Most roles sitting in food and fashion
retail. • International talent coming to
Australia.

Marketing

Commerce

0% 20%
• Consolidation across media, publishing • A candidate rich market area, however
and entertainment has slowed job levels. skill shortages provide challenges for
clients.
• Leisure, travel and tourism remain stable
and minimal growth experienced. • Continued interest from candidates to
develop their skills and for companies
• Skills in digital, ecommerce and
to provide further training.
partnership roles remain key skill
shortages. • Skill shortages across digital and
ecommerce continue to remain high
• Senior talent being recruited into clients
and are pushing up salary levels in
to cover strategy, be very hands on and
these areas.
build marketing capability.

Marketing

IT & T

The 20%
• 2012 seen major restructuring and cost • Restructures have resulted in an increased
reduction across Telecommunications. number of high quality candidates on the
market.
• Starting to see new opportunities post-
restructure and expect 2013 to offer • Uncertainty of restructures have further
improved levels of opportunity. stimulated activity on the job market.
• IT market been relatively flat. • Many candidates not received significant
pay increases since pre-GFC.
• Larger IT players have seen some
restructuring but growth seen in the • Telco: Product and Online Marketing skill
Cloud & Hosting space. sets in most demand.
• APAC is seen though as a growth market • IT: Standalone lead generation focused
for many global organisations. roles most prevalent.

Marketing

Public Sector & NFP

The 10%
• Public Sector only just out of a • Increased volume due to redundancies
protracted period of mass redundancies in Public Sector, without many tangible
- adversely affected job volume. opportunities in which to place them.
• Any remaining vacancies still required • Limited pay increases for consecutive
to go to displaced candidates within years in NfP, mandatory minimum in Pub
department, then broader State Sec.
Government, only thereafter externally.
• Lack of fluidity and movement in
• In the NfP sector steady flow of jobs at organisations leads to cautious candidates.
the junior to middle management levels.
• Key job types are Web content and
• Charities cautiously optimistic despite Publishing professionals in Public Sector,
strain on fundraising in tighter economic Fundraising and Membership Engagement
climate. roles and Copywriting skills in NfP.

Marketing

Financial & Professional & Employment Market
The Australian Economy Services

5% “Expert” Economic Opinions
The 5%
• Newly created roles and permanent • Increased number of returning candidates
headcount remains under tight scrutiny, from sabbaticals / travel / maternity leave.
but possible if business critical roles.
• Integrated / TTL marketers increasingly
• Retention and Utilisation skill sets in missing out to specialist marketers.
demand for increasing engagement with
• Average length of time between jobs
customers on credit cards to improve
has increased considerably even for the
loyalty schemes, preserve renewals and
strongest of candidates, often the more
minimise attrition.
senior managers.
• Backfill recruitment is prevalent in the
• Short supply of Digital Content Managers
contracting space as clients will bring in
/ Producers, Online Campaign Managers
short and long term cover for maternity
and E-Commerce Managers skill sets.
leave, long term sickness or internal
secondments.

Marketing

Digital

The 40%
• A continual increase in digital and • Challenge to find experienced
ecommerce roles due to increased individuals due to length of time these
market focus. channels have existed.
• Key sectors include retail, financial • Potential to attract overseas talent.
services, online businesses, sport,
• Candidates looking to move from
entertainment.
agency into clients.
• Client focus on ensuring consistent
• Salaries are being defined by supply
brand message across online.
and demand.
• Digital Roles in demand: SEO, PPC,
eCommerce, User Experience, Social
Media.

Marketing

Michael Page Market Research

Staff Turnover

Employee Employer
Employee turnover in the next 12 months Expected staff turnover in the next 12 months

VERY LIKELY IT WILL INCREASE
52% 12%
QUITE LIKELY IT WILL BE THE SAME
20% 55%
NOT LIKELY IT WILL DECREASE
16% 23%
UNSURE UNSURE
12% 10%

Marketing


Market Outlook

Employee Employer
Employee optimism in the job market Expected business conditions for 2013

IT WILL SIGNIFICANTLY IMPROVE THEY WILL IMPROVE
4% 19%
IT WILL IMPROVE THEY WILL REMAIN STABLE
27% 65%
IT WILL BE THE SAME THEY WILL DECLINE
52% 10%
IT WILL BE WORSE UNSURE
15% 6%
IT WILL BE FAR WORSE
2%

Marketing


The “Expert”Business Concerns
Personal & Economic Opinions

Employee Employer
Top five employee concerns Key business concerns for 2013

JOB SECURITY ACHIEVING BUSINESS GOALS WITHIN ALLOCATED BUDGET
32% 55%
SALARY VS LIVING COSTS GLOBAL OUTLOOK
28% 18%
DOMESTIC ECONOMIC DOWNTURN PEOPLE MANAGEMENT & ENGAGEMENT
17% 13%
CHINA ECONOMIC SLOWDOWN STAYING AHEAD OF COMPETITORS
7% 9%
EUROZONE DEBT CRISIS OTHER
4% 3%
WAGES GROWTH & CPI INCREASE
2%

Marketing


Attraction Strategies

Employee Employer
What job seekers are looking for Attraction strategy most likely to be implemented

SCOPE FOR CAREER PROGRESSION PROMOTE THE COMPANY'S REPUTATION
27% 30%
INCREASE IN SALARY COMPETITIVE SALARIES
17% 28%
WORKPLACE FLEXIBILITY SCOPE FOR CAREER DEVELOPMENT
15% 26%
MORE SENIORITY/PROMOTION FLEXIBLE WORKING OPTIONS
13% 12%
LEARNING & DEVELOPMENT OTHER
10% 4%
COMPANY BRAND AND REPUTATION
9%
OTHER
6%
POTENTIAL FOR OVERSEAS CAREER OPPORTUNITIES
3%

Marketing


Retention Strategies

Employee Employer
What will keep employees in their current role Retention strategy receiving most focus in 2013

FINANCIAL REWARD BASED ON PERFORMANCE TRAINING & CAREER DEVELOPMENT OPPORTUNITIES
(SALARY INCREASE/BONUS) 36%
29% INITIATIVES TO IMPROVE COMPANY CULTURE
ADDITIONAL CAREER DEVELOPMENT 24%
SUPPORTED BY TRAINING
PERFORMANCE BASED REWARDS
23%
18%
LEADERSHIP/MOTIVATING MANAGER
OFFER WORK-LIFE BALANCE OPTIONS
13%
11%
WORKPLACE FLEXIBILITY
15% OTHER
6%
COMPANY CULTURE
INCREASE IN BASE PAY
16%
5%
OVERSEAS CAREER OPPORTUNITIES
4%

Marketing

Thank you

QUESTIONS?

Marketing

2013 National Road Ahead Series - Marketing

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2013 National Road Ahead Series - Marketing