See the supply and demand for marketing professionals in Europe, as well as the top factors that marketers look for in a new job. Find more Talent Pool Reports: lnkd.in/TalentDemand Learn more about LinkedIn Talent Solutions: http://linkd.in/1bgERGj Subscribe to the LinkedIn Talent Blog: http://linkd.in/18yp4Cg Follow the LinkedIn company page: http://linkd.in/1f39JyH Tweet with us: http://bit.ly/HireOnLinkedIn

1. Talent Insights
Talent Pool Report
Technical Professionals - Europe
Marketing Salespeople September 2012
Executive Summary Where should you look for talent?
Did you know that a marketing professional living in • Hidden Gems: These mid-sized markets have relatively
Geneva is two times more likely to be contacted by a lower demand, meaning hiring is likely to be easier
recruiter than a similar marketing professional living in
Paris? LinkedIn data shows that: • High-Demand: These are the largest markets, where
• There are over 110,000 total marketing overall demand is also highest and hiring may be difficult
professionals throughout Europe • Saturated: These small to mid-sized markets also have
• London has the biggest population of talent, but very high demand, meaning hiring is likely to be difficult
also has the highest demand of any other market
• Smaller UK cities–Guildford, Reading, and
Edinburgh–have the most over-saturated demand Region Quadrant
for talent, making it hard to recruit in those markets
100 SATURATED HIGH-DEMAND
• Medium, lower-demand markets like Paris, Italy, 90 Guildford
London
and Turkey are likely to offer untapped sources 80
of talent 70
Reading
• Skills in the areas of new product development
United Kingdom,
(NPD), consumer insights, and brand management 60
Other
are in high demand 50
Geneva
• While this pool is driven primarily by good Edinburgh
Utrecht Amsterdam
Demand Index
Ireland
work-life balance and excellent compensation 40
Barcelona
Madrid
and benefits, they differ from other talent in that Brussels
they value employers who offer a strong career 30
Copenhagen
Russia Italy
path more so than the average professional Zürich Paris
Warsaw
Overview 20
Czech Republic
France, Other
Sweden Turkey
A world of insights can be gathered from LinkedIn’s
175 million members - the world’s largest professional
network. “Marketing” is the third most searched term
among recruiters, showing that the market for marketing Ukraine HIDDEN GEMS
professionals is one of the hottest in Europe. LinkedIn 10 Israel
recruiter activity and member data can be used to 500 1,000 2,000 5,000 10,000
determine supply and demand for this talent pool. A higher Supply (# Professionals)
demand index means that the average professional in a
region is receiving more contact from recruiters than peers
in other regions.
Which skills are in short supply?
Recruiter activity can also highlight which skills are in high
Demand based on recruiter activity on LinkedIn
demand. For marketing professionals, our data shows that
Large, high-demand professionals with skills like new product development, P&L
regions
management, consumer insights and brand communication
are highly sought after on LinkedIn. Therefore, expect to
spend more time filling positions that require these skills.
DEMAND
Large, low-demand
regions “Hidden Gems”
SUPPLY
Number of talent pool members in each region

2. What do marketing professionals consider when evaluating a job?
Percentage who believe each attribute is important when considering a job opportunity
52%
GOOD WORK/LIFE BALANCE
48%
47%
EXCELLENT COMPENSATION & BENEFITS
40%
47%
CHALLENGING WORK
38%
30%
CULTURE THAT FITS MY PERSONALITY
38%
25%
ABILITY TO MAKE AN IMPACT
33%
23%
STRONG CAREER PATH
32%
A COMPANY WITH A 22%
LONG-TERM STRATEGIC VISION 31%
26%
A PLACE I WOULD BE PROUD TO WORK
30%
Average Marketing
How can you reach out to this critical talent pool?
Reach this critical talent by leveraging the assets you already have on LinkedIn. Beyond that, posting your marketing positions
on LinkedIn allows our matching algorithms to put those jobs in front of relevant candidates – active or passive.
1. Employees’ Networks
Engage with the talent already connected to your employees
Over 5.4M LinkedIn members – including your employees – are connected to this talent pool
2. Company Followers
Post relevant information about your company and industry
Members are nearly 3x more likely to apply for jobs at companies they follow
3. Company/Career Page
Give candidates a picture of what it’s like to work for your company
Showcase your employment brand with focused, targeted content
4. Targeted Advertising
Dynamically deliver your message to members that fit your opportunity - on and off LinkedIn
Drive traffic to your career page and jobs, or reach out to passive candidates directly
Want to learn more about how your company is already connected to this talent pool and how you can best leverage these
assets to reach this important talent pool for job opportunities? talent.linkedin.com
Survey Methodology: In October 2012, LinkedIn conducted online interviews among 7,368 members who reside in Belgium, Denmark, Finland, France,
Germany, Ireland, Italy, Luxembourg, the Netherlands, Norway, Portugal, Spain, Sweden, Switzerland, and the UK.
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