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Rise in jobs and salaries for creative industries, finds research

by Nicola Macdonald

Reed Marketing & Creative State of Skills research has found that jobs across the marketing and creative industry are on the rise, with particular increases in design and social media roles.

Analysis of more than 10 million jobs since 2015 found significant increases for UX designer (38 per cent), UI designer (37 per cent), social media manager (35 per cent) and social media executive (33 per cent) in 2018.  The number of design and social media roles advertised increased by up to 38 per cent in 2018.

This was despite the total number of roles advertised within the sector being below the national average of nine per cent year-on-year growth in number of jobs, following healthy job growth of 5.9 per cent during 2017 and seven per cent during 2016.

For some of these design roles the increase was not just seen in numbers, but advertised salary too. UI designer (4.3 per cent), graphic designer (4.5 per cent) and UX designer (2.7 per cent) saw increases faster than the sector average of 1.3 per cent, demonstrating the value employers place on these skillsets.

Interest in SEO managers has increased by 44 per cent in the last five years and interest in social media manager is 84 times the amount it was in 2008.

Jody King, director of Reed Marketing & Creative, commented: “A level of digital skill is now expected in every marketing role, and it is a need that is developing and expanding as the industry continues to evolve. This is clearly demonstrated in this year’s salary guides, with a growth in salaries across the full marketing and creative spectrum.

“However, as our State of Skills tool indicates, ‘human’ skills such as the ability to clearly explain ideas and information to others are still vital to the marketing and communications skillset, both to deliver effective marketing communications, and to work with stakeholders – whether that’s within your organisation or to clients and suppliers. Add creativity to the mix and a marketing professional will be fully equipped for the future of the industry.”

King continued: “It’s not just senior roles that are receiving good news. We are also seeing a rise in salaries across assistant and exec level roles, which is a positive message to those wanting to enter the industry.  This generation has a native understanding of digital tech – something which our guides and the State of Skills tool highlight as a pre-requisite for success in this sector. But a constant desire to learn is required as this fast-paced, exciting industry continues to evolve.

“Marketing remains a fluid industry, with opportunities to work in roles across  varying disciplines throughout a typical career. We are seeing companies investing in their marketing teams and there is a lot of compelling innovation across the sector.

“Finally, we are finding that marketing professionals are driven by a desire to work for an organisation based on culture, ethics and objectives – businesses should build on this to be best equipped to attract the best talent in the coming years.”


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