MARKETING EMPLOYMENT MARKET UPDATE JUNE - DECEMBER 2016
ABOUT THIS GUIDE Chandler Macleod’s Employment Market Updates provide insight on job market conditions, permanent and contract pay rates and employment trends. Information for this guide has been provided by Chandler Macleod recruitment consultants, candidates, clients and other sources. With years of local knowledge and experience in their respective areas of expertise, our specialist recruiters have a deep understanding of their market, the roles they recruit and current pay rates. All salary ranges and contract rates are approximate guides only. While the salary ranges listed are current at the time of publication, we are seeing increasing variations of market rates as the number of organisations basing pay rates on specific circumstances increases. We acknowledge significant changes and transformation in the economy and labour market which is reflected in our research and variances in the permanent and temporary data. Salary and pay rate data is influenced by a number of factors and we always recommend working with a specialist recruiter to conduct a thorough job and market analysis. The permanent salaries listed are base salaries only and do not include superannuation, bonuses, incentive schemes or other benefits. The temporary rates listed are the rate paid to the contractor and do not include superannuation, management fees, incentive schemes or other benefits or fees. Roles marked N/A indicate insufficient data to represent the market adequately, please contact our consultants for further information about these roles.
CONTACT US Sydney 02 9269 8666 Melbourne 03 8629 1100 Brisbane
07 3003 7755
Perth 08 9217 0510 Adelaide 08 8408 9000 Canberra 02 6268 9888
chandlermacleod.com
2
MARKETING EMPLOYMENT MARKET UPDATE
NATIONAL MARKET UPDATE Nationally, the marketing employment market is fairly buoyant and is largely driven by the continued increase in digital and its impact across all functions of marketing and sales. Social media in particular is blurring the traditional boundaries between above and below the line and between marketing, sales and media/Public Relations. As a result we are seeing organisations shift resources to allow for larger marketing teams and increased digital and content marketing capacity. We are seeing a trend towards digital skills no longer being regarded as a niche part of a marketing team; instead employers view digital expertise as a core requirement for marketing and sales professionals. Additionally, employers are putting more emphasis on strong CRM and personalisation skills as brands look to deliver a positive customer experience across digital and mobile. There is high demand for experienced marketing and communications professionals with broad expertise and solid digital skills as organisations strive to integrate messages across increasingly complex marketing/ media plans that span paid and earned media. Candidates with data analysis and digital analytics expertise are also highly sought after. While EOFY, corporate budget season and the federal election will have a short term impact on hiring decisions, we are expecting steady job growth across most marketing specialisations to the end of the year. Demand for digital natives will continue and we recommend employers offer competitive salary packages and move quickly to secure top talent as they are in short supply.
NEW SOUTH WALES The New South Wales job market remains positive as the potential of digital marketing to drive sales and brand awareness is realised across all industries. Most marketing teams now have strong digital expertise, or are looking to develop it in the near future either through new hires or upskilling. Despite mixed economic market conditions and cost pressures, we are seeing growth in the health, banking and education sectors with a real focus on customer experience on digital and mobile platforms. We are seeing a growing trend of marketing and digital roles offered on a temp to perm basis with employers preferring to try before they buy. Generalist marketers with digital experience are highly sought after as organisations strive to fully integrate digital across their marketing plan. Steady demand for candidates with demonstrated eCommerce expertise is largely being driven by the retail sector as brands embrace the power of online advertising and shopping. Experienced candidates are preferring organisations that offer campaign budgets and modern technology that allow them to experiment and be at the forefront of the changing digital and media landscape. Organisations that can offer creative freedom, flexible working and competitive salaries will be best placed to secure top digital, marketing and communications professionals over coming months. Moving into the second half of the year we expect to see demand for talent remain high across marketing, digital and analytics specialisms.
JUNE - DECEMBER 2016
3
VICTORIA Despite the slowing of Victoria’s manufacturing sector and the national mining downturn we are seeing steady growth across marketing. Digital transformation has been a driving factor as an increasing number of organisations look to establish a digital presence, or progress their digital brand. As such, employers are increasingly expecting marketing professionals of all specialisms and levels to have a reasonable understanding of digital. As Generation Z enters the workforce we are seeing employers embrace the first true digital generation by offering entry level digital roles with internal career advancement opportunities. Content Developers and Managers are highly sought after, as are social media specialists. Demand remains strong for candidates with Google Analytics experience and digital analysis skills who can deliver data-driven marketing strategies. We are seeing candidates favour roles that offer the ability to work across diverse projects and not be pigeon holed in just one marketing discipline. As the lines between traditional and digital marketing blur, companies that integrate digital activity across all marketing activity and invest heavily in their digital and online offering are well positioned to attract top talent.
QUEENSLAND The employment market for marketing and communications professionals is reasonably strong in Queensland as the economy recovers from the mining downturn and government spending cuts. A number of restructures and acquisitions have created movement in the market and we are seeing strong application numbers for advertised roles. Despite this, employers are recognising top talent and highly skilled candidates with several years’ experience are being hired quickly. Generally, we are seeing demand for experienced candidates in the marketing communications and digital specialisms, especially mid-level professionals. Well-rounded generalist marketers with hands-on skills in content creation, digital and design are highly sought after as employers look for multi-skilled candidates who can deliver multiple functions in a small team. Demand is also high for candidates with strong SEM, SEO, PPC, UX and UI experience and demonstrable skills. While the impact of the federal election and continued corporate cost cutting will be felt across Queensland over coming months, we are anticipating moderate growth in the health, banking, education, IT and construction sectors. We expect to continue to see public sector marketing and communications roles offered on short-medium term contracts. The private sector job market should remain fairly consistent well into the new financial year with growing emphasis on digital and content roles.
4
MARKETING EMPLOYMENT MARKET UPDATE
WESTERN AUSTRALIA The Western Australian job market is still feeling the impact of the mining downturn, with knock on effects being felt across most sectors. Low confidence and turbulent economic conditions has resulted in an on-going focus on cost cutting, productivity and flexible workforces. The combination of a shortage of roles, abundance of jobseekers and a scarcity of high quality talent has created a very challenging job market for both employers and candidates. Candidates with business development, account management or customer service experience are in high demand as organisations look to strengthen their sales funnel and attract new business. We are seeing highly experienced marketing talent choosing to remain in their current roles, unless potential employers can offer a really attractive salary package. This is fuelling a shortage of quality candidates with a proven track record of marketing and driving up demand simultaneously. Over the coming months we anticipate a slight increase in the number of sales and marketing roles required across some of the larger manufacturing brands. Despite this we expect the Western Australian market to generally remain steady to the end of the year, with high expectations that 2017 will bring a significant hiring spike.
SOUTH AUSTRALIA South Australia has really felt the effects of the mining and manufacturing downturns and continues to have the highest unemployment rate in the country. This has resulted in a candidate heavy market and very high application rates and competition for most vacancies. We are seeing regular advertisements for candidates with strong sales experience (at all levels) which shows on-going movement across several industries. This is driving demand for qualified candidates that can work across sales functions – from lead generation to relationship management. There has also been a rise in demand for digital and marketing communications candidates with roles available across a number of sectors. Demand for Marketing Coordinators with digital knowledge remains steady. While candidates continue to prioritise strong salary packages and bonus structures, we are seeing an overwhelming preference for permanent roles that can provide longterm stability. The employment market is expected to remain static over coming months; however the federal election and the future of Arrium’s Whyalla steelworks have the potential to significantly impact employer confidence.
JUNE - DECEMBER 2016
5
PERMANENT
MARKETING NSW
VIC
QLD
WA
SA
$’000
$’000
$’000
$’000
$’000
Account Manager
80 - 100
85 - 110
80 - 110
55 - 85
55 - 70
Account Director
90 - 130
100 - 130
90 - 120
100 - 120
100 - 120
Copywriter
60 - 70
65 - 75
60 - 75
65 - 80
N/A
Campaign Manager
65 - 85
70 - 85
65 - 85
75 - 85
65 - 80
Telemarketer
45 - 60
50 - 80
45 - 75
45 - 60
40 - 50
Merchandiser
45 - 60
50 - 65
45 - 55
45 - 60
N/A
Editor
60 - 80
60 - 85
60 - 80
80 - 95
60 - 80
Marketing Coordinator
60 - 75
65 - 75
50 - 65
50 - 70
50 - 60
Marketing Consultant
65 - 85
70 - 90
50 - 80
80 - 95
60 - 65
Marketing Manager
85 - 110
80 - 110
70 - 80
85 - 110
70 - 80
Communications Specialist
80 - 100
90 - 110
90 - 120
90 - 110
70 - 80
Communications Manager
85 - 110
80 - 110
75 - 110
90 - 110
80 - 100
AGENCY
GENERALIST
6
MARKETING EMPLOYMENT MARKET UPDATE
PERMANENT
MARKETING NSW
VIC
QLD
WA
SA
SPECIALIST
$’000
$’000
$’000
$’000
$’000
Event Coordinator
50 - 85
55 - 90
55 - 65
45 - 60
60 - 80
Events Manager
65 - 90
70 - 95
55 - 95
45 - 60
75 - 90
Content Producer
70 - 80
75 - 80
60 - 80
75 - 85
60 - 80
Content Manager
70 - 90
75 - 100
75 - 90
50 - 70
55 - 65
Segment Marketing Manager
70 - 85
75 - 90
75 - 90
80 - 90
75 - 90
Public Relations Manager
80 - 100
85 - 110
85 - 100
85 - 110
85 - 100
Internal Communications Manager
70 - 100
80 - 100
70 - 100
90 - 130
60 - 90
Digital Marketing Coordinator
60 - 80
65 - 80
65 - 75
60 - 80
50 - 65
Digital Marketing Manager
80 - 100
70 - 100
65 - 100
80 - 110
90 - 110
Digital Campaign Manager
70 - 90
80 - 110
80 - 100
80 - 95
85 - 105
UX Specialist
85 - 110
90 - 130
60 - 100
80 - 125
55 - 75
UI Specialist
85 - 115
80 - 120
60 - 100
80 - 125
55 - 75
Web Designer
55 - 90
60 - 100
60 - 100
55 - 80
60 - 80
SEO/SEM Specialist
60 - 90
70 - 110
65 - 80
65 - 100
65 - 90
Social Media Manager
60 - 85
70 - 100
60 - 100
80 - 100
75 - 95
Analytics Manager
65 - 95
65 - 100
60 - 100
80 - 100
N/A
eCommerce Specialist
65 - 85
65 - 90
60 - 90
80 - 100
60 - 90
DIGITAL
JUNE - DECEMBER 2016
7
PERMANENT
MARKETING NSW
VIC
QLD
WA
SA
$’000
$’000
$’000
$’000
$’000
Business Development Manager
80 - 120
80 - 140
70 - 130
70 - 100
60 - 70
Product Manager
80 - 150
85 - 160
80 - 120
80 - 100
80 - 100
Brand Manager
80 - 110
85 - 120
80 - 120
80 - 100
70 - 90
Senior Brand Manager
80 - 140
90 - 160
90 - 140
90 - 120
90 - 110
Sponsorship Manager
80 - 120
85 - 120
80 - 100
75 - 100
75 - 90
Head of Digital
150 - 150+
150 - 170
120 - 160
110 - 160
120 - 160
Chief Digital Officer
170 - 250
180 - 250
170 - 240
120 - 160
N/A
Marketing Director
160 - 180
170 - 190
150 - 190
100 - 150
100 - 140
Chief Marketing Officer
170 - 250
180 - 250
170 - 240
100 - 160
N/A
MANAGEMENT
8
MARKETING EMPLOYMENT MARKET UPDATE
TEMPORARY
MARKETING NSW
VIC
QLD
WA
SA
AGENCY
HOURLY
HOURLY
HOURLY
HOURLY
HOURLY
Account Manager
60 - 90
65 - 95
50 - 80
60 - 90
35 - 45
Account Director
85 - 125
90 - 130
N/A
50 - 95
95 - 110
N/A
N/A
30 - 50
35 - 60
N/A
65 - 90
65 - 90
40 - 55
30 - 45
30 - 40
Telemarketer
30 - 50
30 - 50
20 - 40
25 - 35
25 - 30
Merchandiser
20 - 35
25 - 35
20 - 35
30 - 40
N/A
Editor
25 - 40
30 - 40
N/A
35 - 50
30 - 50
Marketing Coordinator
30 - 60
35 - 55
20 - 35
30 - 40
30 - 40
Marketing Consultant
30 - 55
35 - 65
35 - 65
35 - 50
35 - 40
Marketing Manager
45 - 150
60 - 155
55 - 85
40 - 60
60 - 95
Communications Specialist
50 - 65
55 - 65
45 - 60
45 - 60
40 - 50
Communications Manager
50 - 80
55 - 80
50 - 75
45 - 65
40 - 60
Copywriter Campaign Manager GENERALIST
JUNE - DECEMBER 2016
9
TEMPORARY
MARKETING NSW
VIC
QLD
WA
SA
SPECIALIST
HOURLY
HOURLY
HOURLY
HOURLY
HOURLY
Event Coordinator
30 - 45
30 - 45
25 - 45
30 - 40
30 - 50
Events Manager
30 - 50
35 - 50
30 - 45
35 - 50
45 - 55
Content Producer
30 - 50
35 - 50
30 - 55
35 - 50
30 - 50
Content Manager
40 - 50
45 - 55
30 - 50
40 - 60
45 - 55
Segment Marketing Manager
30 - 40
30 - 50
30 - 50
30 - 45
30 - 40
Public Relations Manager
40 - 65
45 - 70
40 - 65
40 - 65
40 - 60
Internal Communications Manager
50 - 70
50 - 85
50 - 85
45 - 60
30 - 60
Digital Marketing Coordinator
30 - 45
35 - 55
30 - 45
30 - 45
30 - 40
Digital Marketing Manager
50 - 80
55 - 80
50 - 80
45 - 65
40 - 60
Digital Campaign Manager
40 - 55
40 - 60
35 - 50
35 - 50
50 - 65
UX Specialist
55 - 70
60 - 90
55 - 85
75 - 90
35 - 50
UI Specialist
55 - 90
60 - 100
55 - 85
45 - 90
35 - 50
Web Designer
40 - 70
40 - 80
40 - 80
45 - 80
40 - 50
SEO/SEM Specialist
45 - 80
50 - 85
40 - 80
45 - 70
40 - 60
Social Media Manager
40 - 60
45 - 65
60 - 80
35 - 50
50 - 60
Analytics Manager
60 - 85
70 - 90
70 - 90
40 - 55
N/A
eCommerce Specialist
55 - 80
60 - 85
50 - 85
45 - 60
45 - 65
DIGITAL
10
MARKETING EMPLOYMENT MARKET UPDATE
TEMPORARY
MARKETING NSW
VIC
QLD
WA
SA
MANAGEMENT
HOURLY
HOURLY
HOURLY
HOURLY
HOURLY
Business Development Manager
40 - 60
45 - 65
35 - 65
30 - 45
35 - 45
Product Manager
45 - 75
45 - 80
45 - 75
45 - 75
40 - 75
Brand Manager
45 - 70
50 - 70
45 - 70
45 - 75
40 - 60
Senior Brand Manager
45 - 75
50 - 80
50 - 90
50 - 90
55 - 70
Sponsorship Manager
45 - 80
45 - 85
30 - 50
35 - 50
60 - 75
Head of Digital Chief Digital Officer Available on request Marketing Director Chief Marketing Officer
JUNE - DECEMBER 2016
11
ABOUT US Chandler Macleod’s Staffing Services team has been supplying Australian businesses with specialised recruitment and HR services since 1959. Our experienced recruitment teams source, recruit and manage temporary, contract and permanent employees across a broad range of sectors. We are proud to supply tailored HR solutions to many of the region’s largest organisations, Government departments and not-for-profits. At the core of our recruitment and selection process is our BestFit™ formula, which states that a person’s behaviour is a function of who they are, their skills and temperament, combined with the environment in which they work. We employ a range of leading edge appraisal tools, assessments and methodologies to find the candidate who is the BestFit™ for the position, team and organisation.
25 MILLION HOURS WORKED BY CMG EMPLOYEES IN 2015
1655
SAFETY ASSESSMENTS CONDUCTED IN 2015
SAFETY IS ALWAYS OUR FIRST PRIORITY
1,417
INDIGENOUS AUSTRALIANS PLACED OVER THE LAST 3 YEARS
286,000 CANDIDATE JOB APPLICATIONS RECEIVED IN 2015
57 YEAR HERITAGE AND THE
WORLDS 5TH LARGEST
RECRUITMENT ORGANISATION
ONE OF AUSTRALIA’S LARGEST EMPLOYERS OF
ORGANISATIONAL PSYCHOLOGISTS
Our specialist recruitment teams have demonstrated expertise across a variety of specialisations, including:
12
Accounting & Finance
Human Resources
Banking & Financial Services
Infrastructure & Rail
Business Support & Call Centre
IT
Construction
Manufacturing
Engineering & Technical
Mining & Energy
Executive
Sales & Marketing
Government
Supply Chain & Procurement
Graduate
Trades
Health
Transport & Logistics
Hospitality
Utilities
MARKETING EMPLOYMENT MARKET UPDATE
This publication has been produced by Chandler Macleod Group as general information only and does not consider anyone’s specific objectives, situation or needs. Accordingly, the publication is not to be taken as legal or professional advice. We recommend that you obtain professional advice before acting or refraining from acting on any of the contents of this paper. Neither the authors nor Chandler Macleod Group accept any duty of care or liability to anyone regarding this publication or any loss suffered in connection with the use of this publication or any of its content. Chandler Macleod, Unleashing Potential and our logo are trademarks of Chandler Macleod Group Limited and must not be used without the prior, specific, written permission of Chandler Macleod Group. All rights reserved.
JUNE - DECEMBER 2016
13
chandlermacleod.com