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enterprise talent advisory services.

Randstad Enterprise Talent Advisory provides an independent, outside-in review and analysis to find your talent edge.

 

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2024 in-demand skills dashboard

choose a skill cluster.

marketing, content & advertising.

While demand for marketing, content and advertising talent has steadily increased, this skill cluster shows high talent availability. As the general growth of marketing and advertising professions continues, such skills become increasingly applicable in the evolving globalized environment and with increased availability of remote work.

As digitalization advances and more businesses move online, such talent will remain in high demand, with a particular focus on talent who have strong technology, analytical and brand experience skills.

 

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what is enterprise talent advisory?

With 80% of CEOs believing talent strategy can impact business performance, talent has never been more critical for organizations. People are the reason any organization succeeds. Individuals alone contribute, but real progress happens when people connect, relate, create and express themselves in sync with business imperatives.

From understanding present and future skills, to anticipating people's AI-driven changing behaviors, to creating a long-term yet agile talent ecosystem, your people strategy is your business edge. This is the motivation to progress, to never stand still. We call this your talent edge.

take me to:

skills & motivations

skills demand

remote & hybrid working

skills supply

compensation

gender diversity

skills & motivations

While talent in the marketing, content and advertising field may have a wide and varied skills set, their work typically involves creating campaigns and materials that drive interest in their company’s products and services.

Innate core skills encompass communication and persuasion skills, creativity and innovative thinking, and analytical skills, while important sub-skills (learned skills) include product marketing, advertising and content creation. Key motivations include opportunities to use their knowledge of people, trends and pop culture; think creatively; and have opportunities for career advancement.

core skills

  1. communication and persuasion
  2. creativity and innovation
  3. analytical skills
  4. strategic thinking
  5. organizational skills
  6. adaptability
  7. learning agility
  8. broad scanning
  9. observing and curiosity about people and relationships
  10. empathy
  11. experimentation
  12. big picture perspective

sub-skills

  1. product marketing
  2. advertising
  3. content creation
  4. data and analytics
  5. digital marketing
  6. tools and platforms
  7. brand management

motivations

  1. understanding people, trends and pop culture
  2. creativity and innovation
  3. understanding consumer behavior
  4. financial rewards and incentives
  5. career advancement and development
  6. impact on business success
  7. working with brands and products they believe in
  8. collaboration and teamwork
  9. technology and digital engagement
  10. networking and relationship building
  11. competitive nature of the field
  12. opportunity to influence people and persuade
  13. global reach and cultural engagement

talent acquisition excellence

Understand opportunities and create a business case for evolving TA through an in-depth review of people, data, processes and technology across all functional areas and business units.

services include:

    • maturity matrices
    • user experience ratings
    • competitor benchmarks
    • solution plans
    • business case development
    • RFP management

talent strategy blueprint

Build an actionable and sustainable talent strategy blueprint that aligns to business strategy and creates opportunities for accelerated organizational performance.

services include:

    • actionable talent strategy
    • governance frameworks
    • measures for success
    • executive business cases
    • talent and market intelligence

future of work

Lead and influence a partnership to develop and redesign how your organization conducts work. Bring the future closer to today, designed for humanity.

services include:

    • scalable models of work that differentiate
    • talent-centric work that drives performance
    • cross-organizational and skill pods for disruptive thinking

skills supply

what it shows

Skills supply data indicates the total number of individuals who have the skills required for marketing, content and advertising in each of the 23 markets we researched. These figures are based on a combination of verified, normalized labor market data by market and granular, skill-based data sourced from professional social media networks and job boards, and career sites.

Use the chart to understand the availability of skills (“supply map”), availability of sub-skills (“skill type”), talent with recent job search activity (“active talent”), as well as the share of talent who prefer permanent or contract work (“preferred employment type”).

need to know

  1. There are approximately 13 million people in the marketing, content and advertising global talent pool, with nearly half (48%) in the United States. Meanwhile, India and the U.K. also have significant talent pools, while Hungary, Czechia (widely known as the Czech Republic) and Norway have the lowest supply.
  2. The most popular skill sets within the marketing, content and advertising cluster are tools and platforms, as well as skills related to digital marketing, with brand and product marketing among the rarest skills.
  3. Growth of the marketing, content and advertising cluster is above average, with approximately 1% of new talent joining the talent pool over the last year.

skills demand

what it shows

Skills demand data indicates job postings that require marketing, content and advertising skills in each of the 23 markets we researched. These figures are based on a combination of verified, normalized labor market data by market and granular, skill-based data sourced from professional social media networks and job boards, and career sites.

See demand for each skill cluster by market, explore demand for sub-skills within each cluster or view the job vacancy rate (JVR) — defined as hiring complexity — to understand market competitiveness for these skills. The higher the JVR, the more competitive it is to recruit.

need to know

  1. Talent within the marketing, content and advertising skill cluster is two and a half times harder to find compared to the standard hiring landscape.
  2. The most complex markets for hiring marketing, content and advertising talent are Singapore, the Netherlands and Germany, with a JVR between 3% and 5%. The least complex are Norway, Malaysia and Sweden, each with a JVR around 1%.
  3. The largest share of demand for marketing, content and advertising talent is generated by the U.S. at more than 51%, with the U.K., India and Canada also posting a significant share of job advertisements.

compensation

what it shows

The data included in this graph shows the average salary brackets in U.S. dollars for marketing, content and advertising skills in the 23 markets examined. Compensation data is mapped and analyzed from combined sources providing current pay data.

Select the markets of interest to understand what salary ranges are considered competitive and in which markets you should recruit to stay within budget.

need to know

  1. Compensation across marketing, content and advertising is on the lower end when compared to other in-demand skill clusters, though Switzerland, the U.S. and Germany have the highest average compensation rates.
  2. In the Asia-Pacific and Latin American regions, design tools and technology platform skills, as well as data analytics, have the highest impact on compensation.
  3. In Western Europe, those with marketing and brand strategy or sales skills often receive compensation that is 20% to 40% above average for this skill cluster.

remote & hybrid working

what it shows

Remote working data shows the percentage of job postings that offer candidates remote or hybrid work for marketing, content and advertising roles (noted as “demand”), as well as talent working preferences (noted as “supply”) in each of the 23 markets researched.

It is estimated that the actual share of remote/hybrid working opportunities is higher than advertised online. You can view the data by both skill cluster and individual skills.

need to know

  1. Approximately 24% of all job postings in the marketing, content and advertising cluster are either remote or hybrid opportunities.
  2. Argentina, Brazil and Italy have the most significant supply of marketing, content and advertising talent preferring remote work, while Norway and the U.K. have the least.
  3. Malaysia, Argentina and Singapore have the highest number of marketing, content and advertising talent open to new opportunities (around 50%), while Norway, Czechia and the U.K. have the lowest at 19% to 26%.

gender diversity

what it shows

Gender diversity data shows the current balance of male to female employees currently working in roles that require marketing, content and advertising skills in each of the 23 markets researched. Findings are based on self-identified, normalized data from talent supply sources.

Use the chart to understand in which markets you are more likely to engage female talent for Marketing, Content & Advertising skills. You can view the data by both skill cluster and individual skills.

need to know

  1. The marketing, content and advertising skill cluster shows stronger gender diversity, with approximately 40% of talent self-identifying as female.
  2. The highest share of female marketing, content and advertising talent can be found in Romania (62%), Australia (58%) and Portugal (55%).
  3. The lowest rates of gender diversity for marketing, content and advertising talent occur in Poland, Mexico and Czechia, all at less than 27%.

supply

Focusing on four key pillars — talent intelligence; talent experience; diversity, equity and inclusion (DEI); and digital strategy — Randstad Enterprise Talent Advisory audits, reviews and optimizes your talent strategies to ignite the power of your workforce and deliver on business objectives in any market condition. We help you decode the future, today.

Whether you’re seeking a complete review of your current talent infrastructure, want to build a more agile workforce, or are hoping to change the fundamental design of work at your organization for tomorrow, we use a talent-centric lens to ensure your people strategies and business goals align.

We know how to do it because we are you. Our talent advisory leaders have globally designed, built and pioneered the talent industry: from the first potential assessment to the first Relationship Value Proposition to data-driven offshoring decisions; we have designed the future of work in our everyday working life.

you get access to:

your talent advisory choices.

To help you find your talent edge and see the possibilities in your people, Randstad Enterprise Talent Advisory consulting services offer an independent, outside-in review and analysis of your talent acquisition and retention strategies. With access to global data, decades of experience, a tech-agnostic and multidisciplinary approach, and our own reality-based methodologies, we can help you renew talent acquisition, build your talent strategy blueprint and co-design your future of work.

webinar: reframe your enterprise talent blueprint.

March 16, 2023 | 10 a.m. EST | 3 p.m. CET

Join Cisco and The Josh Bersin Company to explore the 2023 Talent Trends findings and learn how your talent strategy can drive a sustainable, supercharged future of work.

 

the benefits.

According to our 2023 Talent Trends research, 80% of human capital leaders around the globe say the goal of their talent strategy is to have a measurable impact on business performance. But so many hurdles stand in the way of that important goal: from economic conditions and uncertainty, to skills gaps and rising talent expectations. Inefficient processes hinder progress, while great opportunities are left on the table and good intentions are left unrealized.

Randstad Enterprise Talent Advisory uses an independent lens to help you:

 

Over the years, your organization has built talent processes and technologies based on changing priorities. Maybe solutions were implemented or processes were established that just don’t make sense for your business anymore. Maybe your technologies don’t talk to each other in ways that you need today. 

Whether you’re a current Randstad client, or working with other talent partners, we provide a fresh, unbiased review and analysis that helps your business see past its familiarity and comfort zones to build talent strategies that deliver the results you need. 

Even if you’re facing shrinking budgets, it’s critical to keep people at the center of your strategies. In fact, according to Forrester Research, talent-centric organizations are expected to generate 32% more revenue than others over a five-year period. Our Enterprise Talent Advisory team can help you enhance the talent experience, from sourcing to offboarding.

Want to boost quality of hire, shortening time to hire or simply find new efficiencies? We will help you identify barriers within your talent acquisition and talent mobility processes, and develop clear plans to improve outcomes.

Don’t let outside factors like talent scarcity and economic conditions stand in the way of your talent and business goals. Building an agile and adaptable workforce means being able to scale as needed, shift and redeploy resources throughout the organization, and create skills abundance for your organization. Randstad Enterprise Talent Advisory will help you figure out how.

How can you inspire your people to do their best work daily? What are the factors that drive productivity at your organization? How can you create the most equitable workplace for your diverse workforce? And how will you make it all sustainable long term? We’ll help you answer these questions to support your workforce of tomorrow.

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take a deep dive into the in-demand skills research and find your competitive talent advantage.

create a business advantage from market uncertainty.

As hiring slows, and talent leaders catch their breath, they’re focused on the ways they can drive transformational change for their organizations through their talent strategies.

How will you put value creation back at the top of your priority list to create a business advantage?

 

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But are they taking the right actions to deliver meaningful work experiences? See trend 8 for details.

 

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84% of life sciences and pharma talent leaders say their goal is to have a measurable impact on business performance — up from 63% in 2022. Get the data and insights you need to create value along the enterprise talent life cycle and compete for the people who give your company a competitive edge.

 

about the 2023 talent trends research.

Now in its eighth year, our Talent Trends research has provided insights that human capital leaders need to drive business agility and results with their talent strategies. The 2023 Talent Trends research is a survey of more than 900 C-suite and human capital leaders at global and regional organizations, across 18 markets around the globe.

It is designed to help our clients and the broader business community understand the top HR and talent acquisition trends for 2023, and this year, to help employers look beyond the challenges of today’s environment to create a strong, sustainable and supercharged future of work.

Conducted by a third party on behalf of Randstad Enterprise, survey panels are composed of business leaders who influence both strategic and operational decisions for their organizations. Online surveys were conducted via external panels during Q4 of 2022.

> visit the Talent Trends archive
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