Marketing

Marketing

HAYS UK SALARY &

RECRUITING TRENDS

SKILLS SHORTAGES

IMPACTING INNOVATION

hays.co.uk/marketing

CONTENTS

Overview

3

General marketing13

Brand and product marketing7

Online and digital15

Events9

PR and internal communications19

Insight11

Public sector21

ABOUT US

Hays Marketing is the leading recruitment partner to hundreds

of employers across the UK. If the best people aren¡¯t already

talking to us, we know how to find them, engage with them

and match them better than any other recruiter. In the

complicated world of recruitment, Hays makes finding the

best talent easier and quicker, and reduces the risks involved

in hiring.

Our consultants are experts at helping organisations

and professionals to develop and grow. This is due to our

expertise in finding and sourcing talent, our unparalleled

ability to engage with an extensive network of marketing

talent, and our capability to match professionals to the

right role.

We recruit for permanent, temporary and contract roles

across the marketing function, including brand and product

marketing, events, insight, general marketing, online and

digital, PR and internal communications.

Our connections on LinkedIn are unrivalled, with over 4 million

followers. Our unique integration allows us to simultaneously

search CVs alongside LinkedIn profiles in real-time. Applying

our search technology means we source the most relevant

talent for the right job before anyone else.

We also offer expert advice on salaries and benefits,

and specialist insight into market trends, helping you keep

up-to-date with the latest changes impacting the profession.

For further information on how our core employer

services can help support your recruitment strategy,

visit hays.co.uk/recruitment/employer-services

Speak to your local recruiting expert at one of our 92 offices

across the UK, find your nearest at hays.co.uk/offices

METHODOLOGY

This guide is taken from the Hays UK Salary & Recruiting

Trends 2021 guide. The salary data has been compiled

using information gathered during 2020 from Hays offices

across the UK. It is based on job listings, job offers and

candidate registrations.

The recruiting trends and benefits data is based on the survey

findings of over 1,000 marketing, PR and communications

employers and employees. The survey was completed in

October and November 2020 by organisations of all sizes

and sectors.

MARKETING Overview

3 | Hays UK Salary & Recruiting Trends 2021

MARKETING

SKILLS SHORTAGES IMPACTING INNOVATION

A scarcity of skills is having a detrimental effect on the ability of organisations

to innovate and deliver projects. Clear opportunities for career development and

transparency around pay will be crucial to retaining talent in the year ahead.

Organisational activity high, but employees

are uncertain

90% of marketing employers expect their organisational

activity levels to either stay the same or increase over the next

12 months, which is only a slight dip on last year¡¯s figure (93%)

and remains very high. The number of people who predict

an increase, however, has decreased on last year, with just

over half (56%) anticipating activity levels will increase in the

coming 12 months in comparison to almost two thirds (65%)

last year.

Sentiment also remains steady in the long term, with a third

(33%) of employers displaying optimism about the wider

economic climate and the opportunities it might create within

the next 2-5 years. This is more or less on a par with last year¡¯s

figure (34%). Employee concern around the longer-term

future has, however, increased considerably, with almost a third

(30%) saying they are very concerned about the economic

landscape over the next 2-5 years, compared to 15% last year.

1.2%

Average salary increase

over the last year

Majority of employers experiencing

hiring challenges

The ongoing disruption caused by Covid-19 does not appear

to have significantly impacted hiring plans for marketing

employers, with the pandemic highlighting how important

marketing is to an organisation¡¯s success. Over two thirds

(67%) plan on recruiting in the coming 12 months, only down

very slightly on last year¡¯s figure (69%).

However, over three quarters (77%) of marketing employers

say they have experienced some form of skills shortages within

the past year, with nearly half (48%) experiencing difficulties

hiring permanent staff, and almost a third (32%) finding it

difficult to recruit for temporary staff.

Hiring challenges are expected to continue, with just under half

(48%) foreseeing a shortage of suitable applicants when hiring

in the coming year. Competition from other employers is also

seen as a significant challenge for 46% of marketing employers.

Pay not keeping pace with shortages

Despite facing a shortage of applicants and greater

competition, pay hasn¡¯t yet kept pace. Less than half (40%)

of marketing employers increased their salaries over the

past year, which is considerably lower than the 66% who

anticipated that they would increase them the previous year.

On average, marketing salaries increased by 1.2% over the last

year, but higher than average salaries were seen in both the

public sector (2.3%) and in data insight roles (2.2%). Plus, a

number of specialist roles have seen significant increases.

With regards to the year ahead, 42% of employers plan to

increase their employees¡¯ pay, whilst over half (56%) intend to

keep salaries static.

The lack of focus on pay is also reflected in the mismatch over

expectations of pay transparency. Transparency around the

way pay levels and pay rises are set is deemed a high priority

by marketing professionals, with over three quarters (76%)

ascribing importance to it, yet 40% of employers don¡¯t believe

their organisation is consistently transparent. Employers

should ensure that professionals are afforded clarity into the

way their pay levels are set and how this might change going

forward, in order to avoid losing them to an employer willing to

provide this and pay a higher salary.

Top specialist skills in demand:

Marketing

45%

Data and analytics

30%

Communications

28%

Top soft skills in demand:

Ability to adopt change

56%

Communication and interpersonal skills

52%

Problem-solving

44%

Hays UK Salary & Recruiting Trends 2021 | 4

MARKETING

SKILLS SHORTAGES IMPACTING INNOVATION

Skills shortages impeding creativity

The skills shortages are also impacting on organisations¡¯

ability to meet their targets and sustain their creativity.

Over a third (34%) of marketing employers do not think

their organisation has the talent needed to achieve current

business objectives, which is considerably higher than the

UK average of 22%. Negative impacts from a lack of skills are

being felt most significantly on the ability to deliver projects

(44%) and also innovation and creativity (43%), which is

considerably higher than the UK average (26%). Whilst there

can be no doubt that Covid-19 has accelerated the need for

an investment in technology within marketing to ensure

a seamless customer experience, the data and insights

gathered cannot be optimised to their full potential without

creative and innovative thinking.

When it comes to the specific skills most sought after by

marketing employers, the ability to adopt change emerges

as the soft skill in highest demand (56%), followed by

communication (52%) and problem-solving (44%).

Skills shortages in marketing are mainly attributed to the

highly competitive current marketplace. With 55% reporting

that the main cause of skills shortages is the increase in job

opportunities from the competition, whilst over a quarter say

they are due to a lack of a diverse range of people entering

the marketing industry (27%), a far higher figure than last

year (19%).

Challenging some of the requirements of the role, such

as location and working hours, could potentially enable

professionals from a more diverse range of backgrounds to

enter the industry. Recent research by Hays found that those

who are underrepresented in the workforce see the most

positives in working flexibly. The action most commonly

taken by employers to address skills shortages is to hire

temps or contractors (37%) and over a quarter have also

increased their marketing activity to raise their profile (26%).

Professionals seeking career development

Those employers who are struggling with skills shortages

will be interested to know that employee movement has

slowed due to Covid-19. Over a third (36%) of marketing

professionals moved jobs in the last 12 months, which is

considerably lower than the previous year when this figure

was almost half (45%). Of those who did move roles, 39%

attributed this to redundancy. A further 15% cite a lack of

career development opportunities as the reason, and a lack

of future opportunities is also the main reason (24%) for

marketing professionals leaving their jobs.

Only 13% say that they moved roles in the past year due to

their salary being too low, which is in line with overall salary

satisfaction. Over half (57%) of marketing professionals say

they are satisfied with their salary, which is consistent with

last year.

However, for those marketing professionals not otherwise

intending to change job in the year ahead, half (50%) would

be tempted to if they were offered the right salary and

benefits package.

Top three reasons employees want to leave their current role:

Lack of future opportunities

24%

My salary and/or benefits package

21%

Concerns about job security

16%

Top three factors that would tempt employees to move job:

Better salary and/or benefits package

50%

The work itself

Future opportunities

13%

MARKETING

Overview

17%

5 | Hays UK Salary & Recruiting Trends 2021

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