Advertising jobs seen returning slowly, study finds

The employment picture for Canada’s marketing and advertising professionals is expected to improve in the next quarter as firms eye new business on the horizon, according to a study released Thursday.

Fifteen per cent of industry executives interviewed as part of the Creative Group Hiring Index for Marketing and Advertising Professionals said they plan to boost their staff levels in the second quarter of 2010, while 9% expect employee numbers to drop. The rest anticipate no change or aren’t sure.

“The net 6% increase in projected hiring activity indicates personnel levels will increase modestly in the next three months,” the Creative Group said in a release. Eighty-two per cent of executives said they’re confident of their firm’s growth prospects over the next three months.

The industry was hit hard by the economic downturn as companies around the globe scaled back advertising to cut costs and protect their bottom lines.

But the recovery is well underway with economic growth in Canada picking up a more-than-expected 5% in the last quarter. And data released Thursday suggests things are improving at a steady pace, spurred along by recent trade surpluses, better productivity and higher new house prices.

"Encouraged by positive economic indicators, some companies are augmenting their teams with a mixture of full-time, freelance and consulting professionals to manage key initiatives and capitalize on emerging opportunities," Lara Dodo, vice president for the Creative Group's Canadian operations.

"Some companies, however, are waiting for further signs of recovery before investing in additional creative talent."

The study found web design, product management, account services and creative professionals are most in demand as hiring rebounds.

"Creative teams have been stretched thin as the result of staff cutbacks and any new initiatives will typically require additional personnel resources," Dodo said.

"The demand for brand/product management suggests that firms may be investing in grass-root branding and marketing efforts in addition to digital and new media initiatives."