1. SALARY & MARKET
TREND REPORT 2014
Insider’s view of marketing recruitment
Marketing | Communications | Digital
emr.co.uk

2. SALARY & MARKET
TREND REPORT 2014
Insider’s view of marketing recruitment
EMR
RS
20 YEA
MENT
CRUIT
LIST RE
IA
IN SPEC
It gives me great pleasure to present
the latest EMR Market Trend Report,
exclusively for the marketing,
communications and digital
industries.
With almost 1,500 professionals surveyed and commentary from seasoned industry experts, we
provide an unrivalled insight into the key recruitment and business trends across the sector.
I’m also delighted to announce that throughout 2014, EMR will be celebrating its 20 year anniversary.
Over the past two decades, we’ve witnessed the evolution of the marketing, communications and
more recently digital industries. As we now move into a more solid economic period, we anticipate
an exciting time of growth, change and opportunity.
Throughout the report we delve into career motivators, remuneration packages and people’s key
drivers for changing roles. By highlighting the key trends and average salaries for more specialist
roles and niche skill-sets, our 2014 report is the most comprehensive and useful to date. So whether
you’re an employer looking to hire or a marketing professional looking to develop your career, the
information presented in the report will provide you with invaluable assistance.
We hope you find the information and results useful.
Simon Bassett
Managing Director
+44 (0)207 850 6200
simon.bassett@emr.co.uk
uk.linkedin.com/in/simontbassett
www.emr.co.uk
+44 (0)207 850 6200
@EMRrecruitment
Marketing & Communications Forum
2

3. CONTENTS
1.
RESPONDENT’S
PROFILE...................... 4
Gender.................................... 5
Age ........................................ 5
Experience.............................. 5
Employment............................ 5
Qualifications........................... 5
Sector..................................... 6
Specialism............................... 6
Location.................................. 7
Time in role.............................. 7
Position................................... 8
Social media............................ 9
2.
CURRENT
MARKET.................... 10
Headcount............................ 12
Size of company.................... 13
Working hours....................... 13
Job security........................... 14
Job satisfaction..................... 14
Career drivers........................ 15
Job search channels............. 15
Benefits................................. 17
Salaries ................................ 19
Bonuses................................ 21
3.
UNEMPLOYMENT..... 24
Location................................ 25
Position................................. 25
Sector................................... 26
Specialism............................. 26
Job search............................ 27
4.
MARKETING SECTOR
INSIGHT..................... 30
Introduction........................... 31
Permanent salaries................ 32
Interim & contract rates.......... 34
Marketing bonuses ............... 36
Business services.................. 37
I
nsurance B2C
financial services................. 39
I
nvestments B2B
financial services................. 41
Professional services............. 43
Energy utilities.................... 45
Consumer brands.................. 47
T
echnology, media
telecommunications......... 49
Charity education............... 51
Regions: Leeds...................... 53
Interim contracts................ 55
5.
COMMUNICATIONS
SECTOR INSIGHT..... 58
Introduction........................... 59
Permanent salaries................ 60
Interim contract rates.......... 61
Communications bonuses .... 62
Permanent |
Communications................. 63
Interim | Communications...... 65
6.
DIGITAL SECTOR
INSIGHT..................... 68
Introduction........................... 69
Permanent salaries................ 70
Interim contract rates.......... 72
Digital bonuses ..................... 73
Permanent | Digital................. 74
Interim | Digital....................... 76
7.
FUTURE MARKET
(EXPECTATIONS)...... 80
Market
economic outlook............ 81
International .......................... 83
Salary expectations............... 84
METHODOLOGY
Between 16 August and 30 August 2013, EMR
conducted an online survey focused on the
demographics, length of employment, working
week, job security, career motivators, department
changes, job search channels, reward and bonus
trends of UK marketing, communications and digital
professionals.
www.emr.co.uk
+44 (0)207 850 6200
This report is based on findings received from
1,330 respondents who completed the survey,
sector specific market insight from our experienced
practice leaders based in EMR’s London and Leeds
offices and EMR’s extensive database as the UK’s
leading marketing, communications and digital
recruitment specialist.
@EMRrecruitment
Marketing Communications Forum
3

4. RESPONDENT’S
PROFILE
Gender................................................................5
Age ....................................................................5
Experience..........................................................5
Employment........................................................5
Qualifications.......................................................5
Sector.................................................................6
Specialism...........................................................6
Location..............................................................7
Time in role..........................................................7
Position...............................................................8
Social media........................................................9

5. Respondent profile
RESPONDENT’S PROFILE
1330
respondents took part in this year’s survey.
GENDER
AGE
63% of
respondents
this year
were female.
26%
20
years
50%
18%
5%
1%
20-29
years
0%
30-39
years
40-49
years
50-59
years
60
years
QUALIFICATIONS
EXPERIENCE
1%
1 year
10%
1-3 years
23%
4-6 years
77%
Degree
26%
7-10 years
53%
23%
A Levels
11-15 years
9%
16-20 years
5%
21-25 years
3%
25 years
30%
CIM
18%
Diploma
EMPLOYMENT
17%
3%
Postgraduate
4%
Unemployed
Freelance /
Temporary / Interim
16%
8%
MBA
Masters
7%
Contract
85%
3% 4%
CAM
Employed
www.emr.co.uk
+44 (0)207 850 6200
@EMRrecruitment
IDM
Marketing Communications Forum
5

6. Respondent profile
SECTOR
SPECIALISM
15%
Finance, Banking Insurance
13%
Professional Services
10%
Business Services B2B
48%
General Marketing
29%
Brand Management
29%
Digital Online (incl. social media, PPC, SEO and UX)
9%
IT Telecommunications
22%
Direct Marketing
7%
Media
19%
Business Development
6%
Consumer Goods
6%
Retail
5%
Creative Agency
5%
FMCG
5%
19%
Corporate Communications / PR
17%
Events / Sponsorship
17%
Internal Communications
16%
CRM / Segmentation
Leisure Travel
3%
13%
Creative
Construction Property
3%
Education
3%
Not for Profit
13%
Product Management
12%
Account Management
2%
11%
1%
5%
Pharmaceuticals Health
Energy Utilities
1%
Public Sector
Research Analysis
Category / Trade Management
2%
Investor Relations
6%
www.emr.co.uk
+44 (0)207 850 6200
5%
Other
Other
@EMRrecruitment
Marketing Communications Forum
6

7. Respondent profile
RESPONDENT’S PROFILE
LOCATION
51%
2%
14%
3%
11%
2%
7%
1%
4%
1%
3%
1%
Other
London (Central)
South West
London (Greater)
East Anglia
South East
Ireland (Republic)
Midlands
Scotland
Yorkshire
Humberside
North East
North West
TIME IN ROLE
HOW LONG HAVE YOU BEEN
IN YOUR CURRENT ROLE?
8%
2
months
7%
2-3
months
11%
3-6
months
9%
6-9
months
10%
9-12
months
25%
1-2
years
15%
2-3
years
10%
3-5
years
5%
5-10
years
0%
10
years
I
S YOUR CURRENT ROLE
IN A DIFFERENT INDUSTRY
TO YOUR PREVIOUS ROLE?
28%
No
21%
No, but I’d be open
to change industries
in the future
www.emr.co.uk
+44 (0)207 850 6200
47%
Yes
4%
Yes, but I would
have preferred
not to change
@EMRrecruitment
49% of professionals
remain in the same sector
when moving to new
roles whilst 47% move to
new industries.
Marketing Communications Forum
7

8. Respondent profile
POSITION
89%
11%
of respondents work
predominantly in-house.
of respondents work
predominantly in agencies.
IN-HOUSE
AGENCY
11%
18%
Group Account
Director
Director
15%
19%
Head of
Account
Director
19%
15%
Senior Manager
Senior Account
Manager
35%
Manager
18%
14%
Account
Manager
Executive
4%
4%
Assistant /
Coordinator / Officer
Account
Executive
0%
2%
Graduate
Assistant
1%
Overall %
Consultant /
Freelancer
% of female
0%
Analyst
% of male
1%
1%
Graduate
23%
Other
Other
Despite a higher percentage
of females (63%) within the
marketing, communications
and digital sector a higher
percentage of men reach
the senior level positions.
18% of males reach Director
level compared to just 7% of
women, a difference of 11%.
www.emr.co.uk
10% more males at Head
of Marketing level compared
to their female counterparts.
Slightly more males (21%)
reach Group Account
Director compared to
females (15%).
More females (39%)
at Manager level
compared to males
(28%), a percentage
difference of 11%.
+44 (0)207 850 6200
@EMRrecruitment
On the whole, males
and females are evenly
represented at all levels
within Agencies.
Marketing Communications Forum
8

9. Respondent profile
SOCIAL MEDIA
Facebook and LinkedIn are the top most used
social media channels by marketing professionals and
businesses with 85% and 84% respectively indicating they
actively use these sites a minimum of once per week.
52% of marketers are using Twitter to connect
with their target audience.
85%
Facebook
ON WHICH SOCIAL MEDIA CHANNEL ARE
YOU AN *ACTIVE* CONTRIBUTOR / USER
(meaning you check / update your account
at least once a week)?
2%
84%
Linkedin
9%
14%
16%
21%
52%
Twitter
FOR WHAT REASON(S) DO YOU USE
SOCIAL MEDIA CHANNELS?
81%
BUSINESS
Personal only
44%
41%
To raise brand identity
29%
To raise our employer brand / careers profile
27%
To engage with clients
19%
To drive sales / conversion
10%
www.emr.co.uk
To engage with customers / consumers
To manage customer service queries
+44 (0)207 850 6200
@EMRrecruitment
Aside from personal
use, engaging with
customers and raising
brand identity are
the core purposes
respondents and
businesses utilise
social media.
Marketing Communications Forum
9

10. CURRENT
MARKET
Headcount........................................................12
Size of company................................................13
Working hours...................................................13
Job security.......................................................14
Job satisfaction.................................................14
Career drivers....................................................15
Job search channels.........................................15
Benefits.............................................................17
Salaries ............................................................19
Bonuses............................................................21

11. INTRODUCTION
Current market
With growing confidence in the economy
and jobs market there has certainly been
a shift in attitude across the marketing
industry over the last 12 months.
At EMR we have witnessed a
marked change in optimism
levels from both employers and
job seekers. As a result, hiring
activity has ramped up and more
professionals are now actively
seeking new opportunities and
challenges.
Respondent feedback shows
‘satisfaction’ amongst marketing,
communications and digital
professionals has also significantly
increased over the year. Clearly
market confidence and a general
sense of their being less doom
and gloom has had a huge impact
on sentiment, but businesses are
also investing more in employee
engagement tactics to enhance
talent retention, which has a
subsequent effect on ‘satisfaction’
levels too.
Naturally, another important
element in increased satisfaction
is the rise in salaries and bonuses.
According to survey responses,
the vast majority of marketing,
communications and digital
professionals received a pay
increase and bonus in the last
year. Furthermore, with the market
www.emr.co.uk
+44 (0)207 850 6200
now looking more positive for the
year ahead, many professionals
anticipate further raises in their
remuneration package, raising
levels of satisfaction and optimism.
The desire for an improved
work-life balance is of growing
importance to the modern
marketer, with a marked increase
in professionals who deem flexible
working to be a key employee
benefit. By providing more flexible
working options including home
working, flexi-time and job sharing,
businesses are going some way
to increasing staff retention and
attracting new talent.
From a gender perspective there
is a clear misrepresentation of
females within senior marketing,
communications and digital
positions. Whilst the vast majority
of marketers (63%) are female, a
higher percentage of males are
making it to the top positions.
Furthermore, this gender
imbalance is also reflected across
industry salaries, where slightly
more males received a pay rise
year-on-year when compared to
their female counterparts.
@EMRrecruitment
Marketing Communications Forum
11

12. CURRENT MARKET
HEADCOUNT
45%
29%
0-5
people
12%
6-10
people
11-15
people
HOW HAS THE NUMBER
OF STAFF IN YOUR TEAM
CHANGED OVER THE PAST
12 MONTHS?
43%
Increased
18%
Decreased
34%
TOP 3 REASONS
FOR INCREASE
IN HEADCOUNT:
C
ompany growth
and new business
I
ncreased workload
T
eam restructure
+44 (0)207 850 6200
3%
21-30
people
6%
30+
people
36%
Increase
8%
Decrease
44%
12%
Unsure
Unsure
www.emr.co.uk
16-20
people
No change
5%
22% of respondents from
large organisations have seen
decreases in headcount over the
year, compared to just 10% of
respondents from small organisations.
5%
HOW DO YOU ANTICIPATE THE
NUMBER OF STAFF IN YOUR
TEAM CHANGING OVER THE
NEXT 12 MONTHS?
No change
Marketing teams continue to grow
as over 40% of respondents
witnessed a year-on-year increase
in headcount.
On the whole marketing teams
remain relatively small with
the majority between 0-5 people.
TOP 3 REASONS
FOR DECREASE
IN HEADCOUNT:
R
estructuring and
downsizing of team
R
edundancies and
budget cuts
H
eadcount not
replaced following
leavers
@EMRrecruitment
Over one third of respondents
expect to see an increase in team
size over the next 12 months and only
8% expect to see a decrease.
41% of respondents within small and
medium size businesses expect to
see headcount increase over the
coming 12 months.
Marketing Communications Forum
12
Current market
HOW MANY PEOPLE ARE CURRENTLY
IN YOUR TEAM?

13. C
CURRENT MARKET
20 YEA
RS
TING
RA
EB
L
E
1994
SIZE OF COMPANY
18%
T
Micro / small (1–49 employees)
Current market
founded to
EMR was
e
consultativ
provide a
rketing
to ma
approach
in the
itment with
recru
tor.
FMCG sec
21%
IN
Medium (50–249 employees)
61%
SP
ECI
A LIS T
U
RECR
IT
M
EN
Large (250+ employees)
WORKING HOURS
ON AVERAGE HOW MANY
HOURS A WEEK DO YOU
WORK?
0%
10 hours
1%
10-20 hours
2%
20-30 hours
43% of marketing,
communications and digital
professionals are working more
than 45 hours per week.
3%
30-35 hours
51%
25-45 hours
29%
45-50 hours
54% of male respondants
reported working over 45 hours
per week (up 3% year-on-year),
compared to 37% of females
(up 2% year-on-year).
11%
50-60 hours
3%
60 hours
HOW HAS THE NUMBER OF HOURS YOU WORKED
CHANGED IN THE LAST 12 MONTHS?
31%
Increased
www.emr.co.uk
13%
Decreased
+44 (0)207 850 6200
56%
No change
@EMRrecruitment
Over 30% of respondents are
working more hours per week
than they were 12 months
ago, compared to two thirds
working either the same or fewer
hours per week.
Marketing Communications Forum
13

14. JOB SECURITY
5%
Very insecure
13%
Somewhat insecure
Current market
On the whole job security
has dropped 4% over
the year, with 61% of
respondents feeling either
somewhat or very secure
compared to 65% in 2012.
HOW SECURE ARE YOU IN YOUR CURRENT JOB?
21%
Neutral
Female respondents indicated
they felt slightly more secure
in their current jobs compared
to their male counterparts,
a difference of 2%.
43%
Somewhat secure
18%
Very secure
JOB SATISFACTION
HOW SATISFIED ARE YOU
WITH YOUR CURRENT JOB?
23%
Neutral
12%
Very satisfied
6%
Very dissatisfied
18%
Dissatisfied
42%
Satisfied
3% more female respondents
were either satisfied or very
satisfied with their current
job compared to male
counterparts.
www.emr.co.uk
+44 (0)207 850 6200
54% of professionals feel either
satisfied or very satisfied with
their current job, a year-on-year
rise of 5%.
@EMRrecruitment
Marketing Communications Forum
14

15. CURRENT MARKET
CAREER DRIVERS
Current market
PLEASE IDENTIFY THE CLOSEST REASON(S) AS TO WHY
YOU LEFT YOUR LAST POSITION (choose up to three):
42% New challenge / more interesting work
35% Higher salary
33%
9% Other
9% Improved benefits package
Enhanced career prospects
21% More responsibility
8% Job security
16% Redundancy
7% Relocation
16%
7%
11%
Better work-life balance
Better location / easier commute
10%
Contract expired
11% of male respondents
identified an increase in
bonus as a key motivator in
moving jobs compared to just
5% of females.
Better training
5% Travelling
Career change
10%
5%
Improved bonus potential
8% Job too stressful
Males were more driven to move
jobs for higher salaries than
females, with 38% of men selecting
this as a key driver compared to
33% of women.
JOB SEARCH CHANNELS
Redundancy was slightly higher
in males, with 20% highlighting
this as the reason for moving jobs
compared to 14% of females.
5%
7-9 months
HOW LONG DID IT TAKE FOR
YOU TO FIND YOUR CURRENT
POSITION?
4%
10-12 months
1%
Over 2 years
39%
1-3 months
2%
Over two thirds of
respondents took between
zero and three months
to find their current position.
www.emr.co.uk
+44 (0)207 850 6200
1-2 years
32%
18%
4-6 months
Up to 1 month
@EMRrecruitment
Marketing Communications Forum
15

16. JOB SEARCH CHANNELS
HOW DID YOU FIND
YOUR CURRENT POSITION?
Recruitment consultancy / headhunter
Current market
WOULD YOU RECOMMEND
YOUR CURRENT EMPLOYER
TO A FRIEND?
43%
78% Yes
15%
Advertising (online)
22% No
11%
Direct approach
11%
Personal contact
7%
Internal promotion
6%
3%
Social Network
3%
Other
2%
Professional network
Over 40% of respondents
used either a recruitment
consultancy or headhunter to
find their current position.
Advertising (print)
Despite the rise in online
professional networking sites,
such as LinkedIn, only 9%
of respondents found their
current position through either
their social or professional
network.
74%
WHICH OF THESE CHANNELS DO
YOU CONSIDER MOST VALUABLE
WHEN SEEKING A NEW ROLE?
(choose up to three)
Recruitment consultancies / headhunters
67%
LinkedIn
51%
Word of mouth / personal referrals / internal contact
29%
Marketing Week
Recruitment consultancies and
headhunters are still deemed to be
the most valuable channel for
finding jobs.
21%
Brand Republic
15%
Reed
5%
Word of mouth and personal referrals
remain a very common method for
seeking new opportunities.
12%
National Press
Monster
4%
eConsultancy
4%
Twitter
11% more professionals are
using LinkedIn to search for jobs
compared to the previous year.
www.emr.co.uk
+44 (0)207 850 6200
1%
Facebook
12%
Only Marketing Jobs
8%
Marketing Magazine
7%
Other
1%
6%
New Media Age
Trade Press
@EMRrecruitment
Marketing Communications Forum
16

17. CURRENT MARKET
BENEFITS
Current market
WHICH OF THESE BENEFITS
ARE INCLUDED IN YOUR
CURRENT PACKAGE?
(select all that apply)
77%
25 days holiday
or more
57%
Annual bonus scheme
26%
Car or car
allowance
33%
Flexible benefits (choosing from
a range of options)
35%
Flexible working
(home working
/ flexitime)
68%
Company pension scheme
51%
Insurance (PMI /
death in service /
life insurance)
0%
Mortgage relief
19%
Share incentive / EMI scheme /
option scheme
6%
Sabbatical
29%
25 days holiday or
more remains the most
common workplace
benefit, up 2% over
the year.
7% more
businesses are
providing flexible
working benefits as
part of their package
compared to last year.
www.emr.co.uk
Season ticket loan
13%
Daily subsidised or free meals
13%
Leisure facilities
21%
Childcare arrangement / vouchers
15%
Travel benefits / allowances
59%
Mobile phone /
Blackberry /
PDA
+44 (0)207 850 6200
5%
Other
@EMRrecruitment
8%
N/A (don’t receive benefits)
Marketing Communications Forum
17

18. BENEFITS
5%
16%
Dissatisfied
30%
Neutral
42%
Satisfied
7%
49% of respondents indicated they
were either satisfied or highly satisfied
with their current benefits package, a
2% increase year-on-year.
Highly dissatisfied
Highly satisfied
Current market
HOW SATISFIED ARE YOU WITH
YOUR CURRENT BENEFITS PACKAGE?
PLEASE INDICATE HOW IMPORTANT EACH OF THE FOLLOWING EMPLOYEE
BENEFITS WOULD BE TO YOU, WHEN CONSIDERING A NEW ROLE.
4
Vital
3
2
Very important
Quite important
1
Not important
25 days holiday or more
3.31
Annual bonus scheme
2.85
Car or car allowance
1.83
Flexible benefits (choosing
from a range of options)
2.16
Flexible working (home
working / flexitime)
2.58
3.02
Company pension scheme
Insurance (PMI / death in service /
life insurance)
2.46
Share incentive / EMI scheme /
option scheme
1.86
1.43
Mortgage relief
Sabbatical
1.59
Season ticket loan
1.63
1.42
1.59
Daily subsidised or free meals
Leisure facilities
Childcare arrangement / vouchers
1.65
Travel benefits / allowances
1.99
Mobile phone / Blackberry / PDA
2.48
25 days holiday remains the most important benefit for marketing, communications and
digital professionals followed by company pension, annual bonus scheme and flexible working.
www.emr.co.uk
+44 (0)207 850 6200
@EMRrecruitment
Marketing Communications Forum
18

19. CURRENT MARKET
SALARIES | PERMANENT
WHAT IS YOUR CURRENT BASIC OR PRO RATA SALARY IN POUND STERLING?
Current market
1%
11%
Less than £20,000
£20,000 £29,000
23%
£30,000
£39,000
22%
£40,000
£49,000
13%
£50,000
£59,000
10% 12%
7%
£60,000 £70,000 £90,000
£69,000 £89,000 £129,000
0%
0%
£130,000 £160,000
£159,000 £200,000
More than
£200,000
6%
HOW SATISFIED ARE YOU
WITH YOUR CURRENT REMUNERATION?
48% of permanent professionals
were either satisfied or very satisfied
with their current remuneration, a 7%
increase year-on-year.
1%
Very
satisfied
24%
Neutral
The majority (62%) of marketing,
communications and digital
professionals received a pay increase
at their last review.
42%
Satisfied
4% more males received a salary
increase over the year compared
to their female counterparts.
WHEN WAS YOUR
LAST PAY REVIEW?
4%
24%
Very
dissatisfied
Dissatisfied
WHAT WAS THE OUTCOME
OF YOUR LAST PAY REVIEW?
Less than 6
months ago 44%
6-12
months ago 27%
Pay increase
62%
18%
N / A
Over 12
months ago 12%
N / A
20%
No change
www.emr.co.uk
+44 (0)207 850 6200
17%
Pay decrease 1%
@EMRrecruitment
Marketing Communications Forum
19

20. C
C
ING 20 YEARS
AT
BR
E
EL
G 20 YEARS
TIN
RA
EB
EL
1996
th within
tial grow
d
exponen
Due to
expande
rket, we
MCG ma
rvices,
e
the F
inancial S
ng into F
and
our offeri
ainment
Entert
Leisure,
.
arkets
Agency m
SALARIES | TEMP / INTERIM / FREELANCE
WHAT IS YOUR CURRENT BASIC DAY RATE?
T
N
T
N
IN
Less
than £150
C I A LIS T R E C R
M
E
ING 20 YEARS
AT
BR
E
E
16% L 32% 16%
£150
£300
£500
£300
£500
£750
IN
14%
C
20%
SPE
T
UI
Current market
(Please calculate accordingly if paid hourly)
£750
£1000
2%
£1000
£1250
0%
£1250
£1500
0%
£1500
£1750
SPE
C I A LIS T R
0%
£1750
£2000
U
ECR
IT
M
E
0%
More
than £2000
9%
HOW SATISFIED ARE YOU
WITH YOUR CURRENT REMUNERATION?
N
T
Very
satisfied
IN
SPE
50% of temp / interim / freelanceIST RECRU
CIAL
respondents were either
satisfied or very satisfied with
their remuneration.
IT
M
E
30%
Over the last 12 months there has
been a 7% drop in respondents
who are dissatisfied with their
remuneration.
WHEN WAS YOUR
LAST PAY REVIEW?
Neutral
7%
Very
dissatisfied
13%
Dissatisfied
HOW ARE YOU
CURRENTLY PAID?
Limited
55% company
61%
N / A
41%
Satisfied
Less than 6
months ago 14%
30% PAYE
Over 12
months ago 14%
14% Other
6-12 months ago 11%
www.emr.co.uk
+44 (0)207 850 6200
@EMRrecruitment
Marketing Communications Forum
20

21. CURRENT MARKET
BONUSES
56%
44%
Yes
14%
No
86%
No
Yes
PERMANENT CONTRACT
Current market
DID YOU RECEIVE A BONUS
IN THE MOST RECENT FINANCIAL YEAR?
TEMP / INTERIM / FREELANCE
The number of permanent professionals who
received a bonus increased 2% year-on-year.
3% more temp / interim / freelance professionals
received a bonus compared to last year.
BONUSES OVERALL (PERM INTERIM)
54%
46%
Yes
53%
No
6%
23%
7%
21%
www.emr.co.uk
2012-2013
Very
dissatisfied
44% of respondents
were either satisfied
or very satisfied with
their level of bonus,
up 1% from the
previous year.
No
2012 - 2013
2013 - 2014
2013 - 2014
HOW WOULD
YOU ASSESS
YOUR LEVEL OF
SATISFACTION
WITH YOUR MOST
RECENT BONUS?
47%
Yes
Very
dissatisfied
+44 (0)207 850 6200
Dissatisfied
Dissatisfied
@EMRrecruitment
27%
39%
5%
29%
35%
8%
Neutral
Neutral
Satisfied
Satisfied
Very
satisfied
Very
satisfied
Marketing Communications Forum
21

22. BONUSES
HOW DID THIS DIFFER FROM
YOUR BONUS LAST YEAR?
6%
Significantly
increased
28%
Increased
46%
49%
10%
12%
1%
20%
- 29%
1%
40%
- 49%
0%
60%
- 69%
80%
- 89%
1%
100%
No change
16%
Decreased
32%
3%
1%
0%
0%
10%
- 19%
30%
- 39%
50%
- 59%
70%
- 79%
90%
- 100%
5%
Significantly
decreased
More respondents (11%) received
a bonus during the last financial year
compared to the previous year.
Almost 50% of respondents received
a bonus of between zero and ten per
cent over the last 12 months.
36%
AS A PERCENTAGE OF YOUR
BASIC SALARY, WHAT DO YOU
EXPECT YOUR NEXT ANNUAL
BONUS TO BE?
10% - 20%
3%
30% - 40%
1%
50% - 60%
43%
1%
70% - 85%
13%
0% - 10%
20% - 30%
1%
40% - 50%
1%
60% - 70%
0%
1%
85% - 100%
79% of marketing, communications
and digital professionals expect their
next bonus to be between zero and
twenty per cent of their basic salary.
More than 100%
www.emr.co.uk
+44 (0)207 850 6200
@EMRrecruitment
Marketing Communications Forum
22
Current market
AS A PERCENTAGE OF YOUR BASIC SALARY,
WHAT LEVEL WAS YOUR LAST ANNUAL BONUS?

23. WHAT OUR CLIENTS SAID
CHALLENGES
Over the past 12 months what challenges have you faced in hiring
marketing, comms and digital experts?
Current market
Like • Comment
“The difficulty has been finding individuals with more than just the
marketing toolkit and with the ability to position themselves in a
plurifunctional team, be it in the UK or internationally.”
Just now
“The marketing landscape continues to evolve. The need to recruit
candidates who are digitally orientated has never been more important in
order to keep brands relevant. The days of compartmentalising skills in to
one discipline are long gone.”
2h ago
“Finding people with cross disciplinary expertise e.g. search, website,
social, display who are also use to running a sizable piece of business
has been a challenge.”
3h ago
“The market is still flush with candidates, but those with the right skill
mix are rare. Candidates with expertise across multiple disciplines with a dash of creativity - remain hard fought over.”
3h ago
“Finding good customer marketing managers and digital managers
who have broad skill-sets and are willing to learn new disciplines has
been a major challenge. We often get candidates who are very silo’d in
their thinking and experience.”
4h ago
“The key challenges are the availability of the right skills, talent and mobility.
On skills, particularly digital, we're able to find professionals with ‘home
grown’ skills but they are not that easy to transfer to another company.
Within digital there is a real talent gap and on mobility a number of our
roles are globally facing and require 2-3 weeks per month out of the UK on
projects (if not longer) and it’s hard to find people willing to sign up to this
long term.”
4h ago
Leave your comments in the Marketing Communications Forum on Linkedin
www.emr.co.uk
+44 (0)207 850 6200
@EMRrecruitment
Marketing Communications Forum
23

24. UNEMPLOYMENT
Location............................................................25
Position.............................................................25
Sector...............................................................26
Specialism.........................................................26
Job search........................................................27

25. UNEMPLOYMENT
LOCATION
WHICH OF THESE
LOCATIONS DO YOU LIVE
CLOSEST TO?
33%
3%
25%
3%
London (Central)
Unemployment
South East
East Anglia
Wales
17%
3%
14%
2%
London (Greater)
Midlands
Yorkshire
Humberside
Other
POSITION
WHICH OF THE
FOLLOWING BEST
DESCRIBES YOUR MOST
RECENT POSITION TYPE?
5% increase in the
number of ‘Head of
Departments’ who are
currently unemployed,
up from 23% in 2012.
www.emr.co.uk
+44 (0)207 850 6200
11% 28%
Director Head of
22%
19%
Senior
Manager
Manager
@EMRrecruitment
11%
Executive
3%
6%
Assistant / Graduate
Coordinator /
Officer
Marketing Communications Forum
25

26. SECTOR
SPECIALISM
IN WHICH SECTOR DID YOU
MOST RECENTLY WORK?
WHAT BEST DESCRIBES
YOUR SPECIALISM?
25%
Finance, Banking Insurance
25%
IT Telecommunications
8%
Business Services B2B
6%
Creative Agency
6%
FMCG
6%
Not for Profit
General Marketing
53%
Brand Management
36%
Direct Marketing
Unemployment
6%
Consumer Goods
56%
36%
Corporate Communications / PR
28%
CRM / Segmentation
28%
Digital Online (incl. social media, PPC, SEO and UX)
25%
Internal Communications
6%
25%
Retail
Product Management
3%
22%
Construction Property
3%
Education
3%
Media
3%
Pharmaceuticals Health
Business Development
22%
Events / Sponsorship
11%
Research Analysis
8%
Account Management
8%
Category / Trade Management
Half of all unemployed
respondents were from
either the Finance, Banking
Insurance sector or the IT and
Telecommunications industry.
www.emr.co.uk
+44 (0)207 850 6200
8%
Creative
3%
Investor Relations
@EMRrecruitment
Marketing Communications Forum
26

27. UNEMPLOYMENT
JOB SEARCH
11%
HOW LONG HAVE YOU
BEEN OUT OF WORK?
6-9 months
11%
3%
12-18 months
More than
2 years
14%
2-3 months
28%
25%
2 months
3-6 months
PLEASE IDENTIFY THE CLOSEST
REASON(S) AS TO WHY YOU
ARE CURRENTLY OUT OF WORK
(choose up to 3 options)
3%
Wanted
career
change
www.emr.co.uk
44%
14%
Redundancy Previous
job was
not for me
+44 (0)207 850 6200
5%
9-12 months
Unemployment
9% rise in respondents
who have been out
of work for periods
longer than 2 months,
compared to figures
for 2012.
3%
18-24 months
Redundancy remains the most common
cause for unemployment with a 44%
response rate.
8%
Wanted
better
work-life
balance
3%
Travelling
@EMRrecruitment
8%
31%
Relocation Contract
expired
17% 6%
Other
Wanted new
challenge /
more
interesting
work
Marketing Communications Forum
27

28. RATING 20 Y
LEB
EA
CE
RS
1997
With gro
wing serv
requirem
ice
ents from
our north
based clie
ern
nts, we o
pened ou
second o
r
ffice in Le
eds.
JOB SEARCH
HOW DO YOU PLAN TO FIND
YOUR NEXT POSITION?
IN
SP
78%
Recruitment consultancy / Headhunter
EC
IA
LIS T
R E C R UIT M
EN
T
69%
Advertising (online)
C
RS
WOULD YOU CONSIDER
UNDERTAKING AN INTERNSHIP TO
FURTHER DEVELOP YOUR SKILLS?
Professional network
53%
Personal contact
39%
Direct approach
39%
19%
IN
Social network
SP
Advertising (print)
3%
Internal
promotion
3%
Not currently
looking
3%
Other
EC11%
36% NT
3%
IA
L ST
Yes,Ipaid ECYes,T ME Unsure
R R UI
or unpaid
paid only
50%
No
WHAT IS YOUR MINIMUM ANNUAL SALARY
EXPECTATION FOR YOUR NEXT ROLE?
(please calculate accordingly if paid
daily / hourly)
8%
25%
8%
14%
20%
11%
14%
£70,000
- £89,000
£60,000
- £69,000
£50,000
- £59,000
£40,000
- £49,000
Over 25% of unemployed marketing,
communications and digital professionals
expect to earn between £70k and £89k
in their next role.
£30,000
- £39,000
£20,000
- £29,000
www.emr.co.uk
£90,000
- £129,000
+44 (0)207 850 6200
@EMRrecruitment
Marketing Communications Forum
28
Unemployment
BRATING 20 Y
EA
ELE
67%

29. MEN TWICE AS LIKELY
TO REACH TOP MARKETING
POSITIONS THAN WOMEN
All articles
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Career advice
News
Share
More than twice as many men (18%) reach director
level compared with women (7%) according to the
research. The same is true of Head of Marketing
roles, with 22% of men and just 12% of women
achieving this level.
The gap between men and women in senior
marketing positions is most marked between the
ages of 30 and 49. Seventeen percent more men
than women reach Director and Head of Marketing
positions in their thirties and 16% more in their
forties. The gap narrows again after the age of fifty
with just 2% more men in these senior positions
than women (70% and 68% respectively).
Simon Bassett, Managing Director of EMR said,
“For an industry with such a high proportion of
women, the gender imbalance in marketing seems
even greater at the top of the tree. At the start and
end of their careers, women are relatively level with
their male counterparts but their career progression
is slowing down in the middle – most likely because
of having children and the responsibilities of
childcare. The report also found women are more
receptive to the idea of flexible working which may
be one route to equality, allowing women to juggle
their career and family.”
Unemployment
A greater number of men
are reaching the higher levels
of the marketing profession,
despite 63% of marketers
being female, our research
shows.
The gender imbalance is also reflected in the fact
that a larger proportion of male marketers received
a bonus this year - 61% of men compared with
53% of women. More men than women also saw
an increase in their bonus compared with the
previous year (35% compared with 33%).
Male marketers appear to be more driven by pay
than women, with 11% of men leaving their last
job for a higher bonus, compared with just 5%
of women, and 38% leaving for a higher salary
compared with 33% of women.
Despite this, a greater proportion of female
marketers are satisfied with their job (54% of
women compared with 51% of men).
Simon Bassett continues, “Companies don’t want
to lose talented staff so will do what they can to
keep them. In the case of men, this tends to be a
financial incentive as they are more driven by pay.
And while more female marketers said they are
satisfied with their job, the difference in the number
of men and women getting bonuses sends out a
poor message about equality within the industry.”
Comments
Leave your comments on emr.co.uk/blogs or the Marketing Communications Forum
www.emr.co.uk
+44 (0)207 850 6200
@EMRrecruitment
Marketing Communications Forum
29

30. MARKETING
SECTOR INSIGHT
Introduction.......................................................31
Permanent salaries............................................32
Interim contract rates......................................34
Marketing bonuses ...........................................36
Business services..............................................37
I
nsurance B2C financial services....................39
I
nvestments B2B financial services.................41
Professional services.........................................43
Energy utilities................................................45
Consumer brands..............................................47
T
echnology, media telecommunications.........49
Charity education...........................................51
Regions: Leeds..................................................53
Interim contracts............................................55
www.emr.co.uk
+44 (0)207 850 6200
@EMRrecruitment
Marketing Communications Forum

31. THE CHANGING ROLE
OF THE MARKETER
Over the past couple of years we’ve witnessed
an increasing demand for marketers to engage
with their audiences at a much deeper level.
As a result, the emphasis on social media, data analytics and the development
of niche and targeted content has risen dramatically. Businesses who can
communicate with their audiences on a micro-level have mostly been the ones to
lead the market and benefit from strong customer relationships and engagement.
Marketing
However, this change in trend and focus on the digital side has become a major
challenge for many businesses. As if keeping up with the fast paced changes
in technology and shifting digital trends wasn’t hard enough, finding talented
professionals with the skills to drive campaigns through these channels has
become even more difficult.
It therefore goes without saying that the skills and expertise required of the
modern day marketer are changing. Professionals certainly need to be fully
up-to-speed with modern technology and the latest digital channels to succeed.
As more marketing teams move their focus to online strategies, marketers
are becoming increasingly required to show they can produce strong written
content, whilst showing deep knowledge of online and social communities. And
professionals with particularly niche skill-sets (social media, SEO, PPC etc.) are
beginning to command the market.
Although there has without doubt been a general rise in hiring, there has also
been an increase in demand for marketers with the exact skill-sets required for
the job. Furthermore, to ensure maximum output from their investments, more
businesses now require that professionals demonstrate clear and traceable return
on investment from previous marketing campaigns before job offers are made.
Throughout this section of the report we take a deeper look into the salaries and
bonuses across the marketing sector and delve further into the core sectors in
which EMR focus.
www.emr.co.uk
+44 (0)207 850 6200
@EMRrecruitment
Marketing Communications Forum
31

32. PERMANENT SALARIES
AVERAGE PERMANENT SALARIES*
£85,520
Head of Product
£67,250
Head of Marketing
£66,669
Senior Marketing Manager
£55,280
Product Marketing Manager
£45,727
Product Manager
£44,996
Marketing Manager
£43,164
Online Marketing Manager
£41,522
Senior Marketing Executive
£33,471
Marketing Executive
£28,545
Marketing Coordinator
£27,533
Marketing Assistant
£23,971
Marketing
Marketing Director
*Please note the average salaries provided in the table above are
sourced from EMR’s internal data and are based on averages for
all sectors within the UK.
60%
76%
of permanent
www.emr.co.uk
of marketers expect
professionals received
a pay increase at their
last review.
to see an increase in
pay over the coming
year.
+44 (0)207 850 6200
@EMRrecruitment
52%
of permanent
professionals expect to
see a pay increase of
between 0-5% in the
coming year.
Marketing Communications Forum
32

33. PERMANENT SALARIES
HOW SATISFIED ARE YOU
WITH YOUR CURRENT
REMUNERATION?
46% of marketing
professionals are either
satisfied or very satisfied
with their current
remuneration package.
4%
24%
Very
Dissatisfied
dissatisfied
26%
Neutral
39%
Satisfied
7%
Very
satisfied
Marketing
TOP PAYING SECTORS
1.
FINANCE,
BANKING
INSURANCE
2.
FMCG
3.
TELECOMS
Min
Max
Min
Max
Min
Max
Director of Marketing
£100,000
£160,000
£120,000
£160,000
£90,000
£120,000
Head of Marketing
£65,000
£100,000
£70,000
£100,000
£70,000
£90,000
Senior Marketing Manager
£50,000
£70,000
£60,000
£80,000
£50,000
£70,000
Marketing Manager
£45,000
£60,000
£55,000
£70,000
£40,000
£60,000
Marketing Executive
£25,000
£37,000
£25,000
£35,000
£28,000
£35,000
*Please note the average salaries provided in the table above are sourced from EMR’s internal experts
and are based on averages across the UK.
www.emr.co.uk
+44 (0)207 850 6200
@EMRrecruitment
Marketing Communications Forum
33

34. INTERIM CONTRACT RATES
AVERAGE INTERIM /
TEMPORARY / FREELANCE RATES
Average Daily
Rate (Min)
Average Daily
Rate (Max)
Marketing Director
£600
£1,000
Head of Marketing
£400
£600
Senior Marketing Manager
£300
£400
Marketing Manager
£200
£300
Marketing Executive
£120
£150
Marketing
HOW ARE YOU
CURRENTLY PAID?
96%
of interim employees
did not receive a bonus
in the last year.
30%
PAYE
Only
13%
of temporary and interim
professionals expect to
see a decrease in their
pay over the next
12 months.
52%
Limited company
18%
Other
52% of professionals are paid
through a Limited Company.
www.emr.co.uk
+44 (0)207 850 6200
@EMRrecruitment
Marketing Communications Forum
34

35. INTERIM CONTRACT RATES
HOW SATISFIED ARE YOU
WITH YOUR CURRENT
REMUNERATION?
57% of temporary and
interim professionals are
either satisfied or very
satisfied with their current
remuneration package.
13%
Dissatisfied
30%
48%
Neutral
9%
Satisfied
Very
satisfied
Marketing
TOP PAYING SECTORS
1.
FINANCE,
BANKING
INSURANCE
3.
ENERGY
UTILITIES
2.
TELECOMS
Min
Max
Min
Max
Min
Max
Director of Marketing
£700
£1,200
£700
£1,000
£700
£1,000
Head of Marketing
£600
£800
£600
£800
£600
£800
Senior Marketing Manager
£350
£500
£300
£500
£350
£500
Marketing Manager
£250
£350
£250
£350
£200
£350
Marketing Executive
£150
£200
£125
£200
£150
£200
*Please note the average salaries provided in the table above are sourced from EMR’s internal experts
and are based on averages across the UK.
www.emr.co.uk
+44 (0)207 850 6200
@EMRrecruitment
Marketing Communications Forum
35

36. MARKETING BONUSES
AS A PERCENTAGE OF YOUR
BASIC SALARY, WHAT LEVEL
WAS YOUR LAST ANNUAL BONUS?
10%
10% - 19%
HOW DID THIS DIFFER
FROM YOUR BONUS
LAST YEAR?
49%
5%
Significantly increased
31%
14%
Increased
20% - 29%
15%
30% - 39%
3%
40% - 49%
2%
50% - 59%
2%
Decreased
1%
Significantly
decreased
44%
Remained the same
30%
60% - 69%
Almost half of all marketing
professionals received a
bonus of less than 10%.
More than 30% received a
bonus of between 10 and
20% of their salary.
Marketing
7%
30% of professionals
witnessed an increase in
their bonus year-on-year.
HOW SATISFIED ARE YOU
WITH YOUR CURRENT
REMUNERATION?
46% of marketers are
either satisfied or very
satisfied with their
most recent bonus.
www.emr.co.uk
4%
Very
dissatisfied
+44 (0)207 850 6200
24%
Dissatisfied
@EMRrecruitment
26%
Neutral
39%
Satisfied
7%
Very
satisfied
Marketing Communications Forum
36

37. BUSINESS
SERVICES
+44 (0)207 850 6175
georgia.morgan-wynne@emr.co.uk
Georgia Morgan-Wynne
Senior Consultant
uk.linkedin.com/in/georgiamorganwynne
Georgia developed her understanding of marketing as an industry-side professional before moving into
specialist marketing recruitment with EMR three years ago. She now leads the Business Services team within
EMR’s Corporate Division, with consultants covering B2B clients ranging from small start-ups to some of the
largest global businesses. Individually, Georgia specialises in searches for senior-level marketing and digital
professionals within these industries.
Over the last year we’ve witnessed an increase
in demand for insight and analytical skill-sets, along
with the continued increase in demand for digital
professionals across all sector verticals. Within
digital analysis in particular we have seen a shortfall
in experienced talent. This has created a candidate
led market, where a select few highly experienced
candidates will often receive multiple offers for
competing roles.
CAREER TIPS
1
2
What’s the single biggest trend you expect
to see in your division over the next 12 months?
We expect to see a continued increase in digital
marketing roles over the next few months as general
marketing communications positions become ever
more focused on online channels. As this focus
shifts, demand for specialist digital marketers
(social media, website, content management, online
analytics etc.) will continue to rise.
www.emr.co.uk
+44 (0)207 850 6200
@EMRrecruitment
3
Marketing
What’s been the single biggest trend you’ve
observed in your division over the past 12
months?
Keep up to date with digital, it is an
ever evolving area of the marketing
mix and it is easy to get left behind.
Know your ROI – employers want to
see what value you will add to their
team and wider business. Make sure
you demonstrate this throughout the
application process, from ensuring
you have a commercially focused CV
through to well-prepared answers at
interview. If you can show them the
monetary gain hiring you would bring,
you’re more than a step ahead of the
competition.
Focus on the longer term benefits of
joining a company, such as career
progression and future opportunities,
rather than quick wins such as a
salary increase.
Marketing Communications Forum
37

38. TALENT ATTRACTION TIPS
How are employers reacting to uncertain
market conditions?
We have seen businesses becoming more
cautious and risk averse. In addition, we have found
organisations to be more selective in the recruitment
process, focusing on sourcing professionals with
exact industry knowledge and a proven track record
of delivery through ROI.
Salary increases in most areas have been in
line with the market shift, but professionals need
to clearly show a track record of innovation and
overall delivery in order to secure these increases.
We are seeing some candidates moving for pay
parity in order to be at companies which are offering
longer term career prospects or a greater work-life
balance.
2
3
Are you seeing growth again,
if so in what areas?
Those companies offering customers online
products and services, appear to be growing their
marketing teams at a rate which reflects the rapid
growth of the overall business. These companies
tend to be more in tune with the value of marketing
and the importance of continued investment
in the area.
www.emr.co.uk
+44 (0)207 850 6200
Career development is a key area
for many candidates so ensure you
are communicating the long term
opportunities at your company
throughout the recruitment process.
Focus on transferable skill-sets rather
than sector specific knowledge as
it will open up the pool of talent
available to you.
Marketing
Have there been any significant changes in
salaries and bonuses over the past 12 months?
1
The interview process itself can make
a difference in whether someone joins
– good candidates will move quickly in
the market so you need to ensure the
interview processes are run as tightly as
possible with feedback communicated
swiftly between stages to keep them
engaged in your business.
What are you finding is the main reason
candidates are looking for new opportunities?
The majority of candidates we speak with are
looking to progress their career within the marketing
profession to gain more responsibility and move up
the career ladder. This appears to be the key driver
at the moment rather than salary increases.
@EMRrecruitment
Marketing Communications Forum
38

39. INSURANCE B2C
FINANCIAL SERVICES
What’s been the single biggest trend you’ve
observed in your division over the past 12
months?
As the macroeconomic environment has
improved over the past 12 months, a number of
financial services providers have experienced a
return to growth. With many organisations now
adopting growth strategies, we have witnessed a
surge in demand, and high levels of competition, for
talented digital marketing and product management
professionals. This, along with significant restructures
at many businesses, appears to indicate a “gearing
up” across the market.
An increase in competition will mean candidates
with high demand skill-sets are likely to be involved
in a number of recruitment processes at any one
time. Since headcount will continue to be restricted,
the most talented individuals will command a
significant premium within the market, looking to earn
substantially more than the average market rate.
How are employers reacting to uncertain
market conditions?
Within financial services there is now an
assumption that any market recovery will be at a
fairly sedate pace. In addition, the emergence of new
competitors into the banking and insurance markets,
and disruptive technologies (e.g. telematics), could
create both opportunities and threats for established
players.
www.emr.co.uk
+44 (0)207 850 6200
The considerable pressure on salary increases
experienced over the last five years appears to have
abated slightly. There is still a desire from candidates
who are moving jobs to recoup some of the perceived
salary increases which were never received and move
closer to the expected market value. When coupled
with tight hiring budgets, this can result in a higher
susceptibility to counter offers.
Are you seeing growth again,
if so in what areas?
Marketing
What’s the single biggest trend you expect to
see in your division over the next 12 months?
Have there been any significant changes in
salaries and bonuses over the past 12 months?
For the most part, the market appears to be on
an upward trajectory and we expect this trend to
continue over the coming 12 months.
What are you finding is the main reason
candidates are looking for new opportunities?
Aside from restructures, which are always a
factor in large financial services organisations,
many candidates have been waiting for improved
market conditions before leaving their role. Now that
some of the risk seems to have left the jobs market
many of these individuals are now looking for new
opportunities.
Finally, what changes (if any) do you expect
to see in your sector over the next 12 months?
We expect to see the rise of smaller and more
agile new entrants into the market, with propositions
not primarily focused on price, disrupting some of the
more commoditised product offerings.
@EMRrecruitment
Marketing Communications Forum
39

40. RATING 20
YE
LEB
AR
CE
S
1998
Off the b
ack of th
e
technolo
gy bubb
le, we
expande
d our off
ering into
the IT/T
elecoms
sector.
IN
SP
EC
IA
LIS T
R E C R UIT M
EN
T
IN
RATING 20
YE
LEB
AR
CE
S
SP
CAREER TIPS
EC
IA
LIS T
R E C R UIT M
EN
T
TALENT ATTRACTION TIPS
IN
SP
EC
1
IA
1
T
EN
LIST Be realistic on salary. Pay rises have
R E C R UIT M
3
2
Do your research on the company,
there is a lot happening in the
marketplace at the moment.
Be honest about your expectations
from the beginning of the process.
Moving the goal posts after a final stage
interview can cost you credibility and
potentially the job.
3
Get your interview process right.
Smooth, quick processes reduce
the chance of losing candidates
to other offers.
Marketing
2
been restricted across the industry
and it is not your new employer’s job
to compensate you for the lack of
increases at your current company.
Accept that candidates have other
options and help them to understand
why yours is the right business.
Sometimes the best talent isn’t in
your industry. Talk to an expert to
understand where cutting edge work
is happening in your discipline.
+44 (0)207 850 6139
Ian Jenkins
Senior Consultant
ian.jenkins@emr.co.uk
uk.linkedin.com/in/ianjenkinsemr
Ian developed his understanding of marketing through gaining a marketing degree and spending a year in the
industry working with 3M. He moved into specialist marketing recruitment with EMR three years ago and now
leads the Insurance and Financial Services team within EMR’s Corporate Division. Ian specialises in searches
for senior-level marketing professionals within these industries.
www.emr.co.uk
+44 (0)207 850 6200
@EMRrecruitment
Marketing Communications Forum
40

41. INVESTMENTS B2B
FINANCIAL SERVICES
What’s been the single biggest trend you’ve
observed in your division over the past 12
months?
Within the investment and wealth sector there
has been a major shift in demand from investment
to digital marketing in the last 12 months. In addition,
we have seen high demand for candidates with
specific channel knowledge. Across B2B financial
services, especially within software, product marketing
and skills in lead-generation have also been highly
sought-after.
We anticipate that the requirements for
professionals with digital marketing skills will take
the top spot. This is likely to be followed closely
by channel marketing and product marketing
professionals, both within the investments world and
B2B financial services.
Over the past 12 months we have experienced a
number of vacancies being pulled and put on hold by
organisations. Some companies remain cautious in
their hiring given continued economic uncertainty.
Have there been any significant changes in
salaries and bonuses over the past 12 months?
Little movement in salaries has taken place
across the market over the last 12 months. However,
although marginal, we have seen a slight rise
in bonuses paid out to marketing professionals
compared to figures from 2012.
Marketing
What’s the single biggest trend you expect to
see in your division over the next 12 months?
How are employers reacting to uncertain
market conditions?
Are you seeing growth again,
if so in what areas?
The market is certainly on the up. Across the
marketing function we are seeing particularly
high levels of demand in the digital area as many
organisations look to expand their digital teams.
+44 (0)207 850 6129
Claudia Madotto
Principal Consultant
claudia.madotto@emr.co.uk
uk.linkedin.com/in/claudiamadotto
Claudia is a multilingual MBA graduate with an in-depth knowledge of the financial services marketplace.
Having previously set up and managed the Financial Services Marketing team at a leading International
recruitment firm, Claudia has worked with a wide range of organisations from the London Stock Exchange
to large asset managers and boutique alternative investment firms. Claudia specialises in mid-level to senior
appointments utilising both contingent and executive search methodologies.
www.emr.co.uk
+44 (0)207 850 6200
@EMRrecruitment
Marketing Communications Forum
41

42. What are you finding is the main
reason candidates are looking for new
opportunities?
Finally, what changes (if any) do you
expect to see in your sector over the next
12 months?
Aside from redundancies across the sector,
one of the main causes of candidates looking
for new roles is the increased workload many
are experiencing. With teams overstretched and
little increase in salaries, many professionals are
looking for an improved work-life balance and
higher pay.
There is a lot of positive talk going on in the
market at the moment. The ‘buzz’ which was
lost in the past few years seems to be making
a come back in the city. Everything seems to
be pointing in the right direction....and who
knows, 2014 could be the year of restoration
from the downturn of the past four years.
Marketing
CAREER TIPS
1
2
3
Play to your strengths.
Showcase your key experience
and skill-set. The more specialist
the skill the better.
Be realistic with your salary
expectations. If your salary has
not increased over the past year
it doesn’t mean that your next
employer has to make up for it.
Differentiate yourself. Differentiation
is key in a very competitive market.
www.emr.co.uk
+44 (0)207 850 6200
TALENT ATTRACTION TIPS
1
2
3
@EMRrecruitment
Don’t waste time, good
candidates won’t wait around.
Be realistic in what you are expecting.
Try a role reversal... how would you
feel if you were the one looking for a
role and the employer’s expectations
were not realistic?
Human Resources are what make
a business successful. Pay the
right salary.
Marketing Communications Forum
42

43. PROFESSIONAL
SERVICES
What’s been the single biggest trend you’ve
observed in your division over the past 12 months?
How are employers reacting to uncertain
market conditions?
In the last year we have witnessed the continued
increase in demand for business development, client
relationship management and bid / sales support
professionals. In addition, we have seen further
investment in new technologies, resulting in a greater
focus on social media and digital marketing channels
as organisations look to increase client attraction and
retention through digital channels.
The market has remained relatively unchanged over
the past year. However, we have seen a number of
businesses increasing headcount particularly for client
relationship management, pitch specialist and general
BD roles; this is especially the case where a firm has
created a new practice area or sector which needs
dedicated BD support.
CAREER TIPS
1
What’s the single biggest trend you expect to
see in your division over the next 12 months?
An improvement in the internal reputation of BD
teams has led to an increase in businesses seeking
candidates for external client-facing roles. In many
professional organisations, the senior fee earners will
hold the key relationships with clients, but we are now
seeing an increased need for candidates with gravitas
and credibility to go into roles and work directly with
clients. This in turn is leading to an increase in BD roles
with affiliated revenue targets, which we expect to
continue throughout 2014.
We also expect to see an increase in digital marketing
roles over the next few months as general marketing
communications positions become ever more focused
online. Specialist digital marketers as well as those
with strong marcomms and digital skill-sets are ever
in demand.
www.emr.co.uk
+44 (0)207 850 6200
2
3
@EMRrecruitment
Marketing
However, with many organisations remaining reluctant
to recruit from outside the classic partnership, and the
fact that many candidates have actively left the sector in
the past few years, we have seen a significant shortfall
in available talented professionals.
Don’t get left behind. Ensure you
remain up-to-date with the latest
marketing trends and technologies,
particularly digital marketing and
social media. Ensure your LinkedIn
profile is up-to-date.
Patience is required in order to gain
your perfect role, particularly in the
professional services sector where
interview processes can be long and
take a number of months.
It might sound obvious, but make sure
your CV has absolutely no grammatical
or spelling errors. We still see strong
candidates falling at the first hurdle for
the most basic spelling mistakes.
Marketing Communications Forum
43

44. TALENT ATTRACTION TIPS
Have there been any significant changes in
salaries and bonuses over the past 12 months?
There is a notable difference in salary levels between
law firms and the larger accountancies, meaning that
some firms struggle to bring in the best talent, as they
simply can’t compete on salary. However, we have seen
a number of candidates happy to take a paycut in order
to obtain a role within organisations which are known to
have a reputable BD team.
What are you finding is the main reason
candidates are looking for new opportunities?
2
3
We see many examples of clients
failing to secure the best talent due
to drawn out and poorly executed
interview processes. Ensure you have
a clearly defined process at the outset
to allow for timely feedback and a
smooth interview process.
Marketing
Given that professional services marketing BD is
still relatively young when compared to, for example,
FMCG and financial services, we find that teams can
still be small, even in the largest firms. This can mean
that progression opportunities are difficult to come
by and, as such, this can force candidates to look
outside their existing employers in order to gain more
responsibility in their role and move up the career
ladder.
1
Investing in the latest recruitment
marketing tools (e.g. microsites,
multimedia and interactive
employer brochures) are fantastic,
but often more important are
well written job descriptions and
remembering that interviews are
very much a two-way process.
Be flexible on sector experience.
As part of the selection process,
explore the merits of taking someone
from a related but different field who
possesses the right competencies and
skills to transfer into your industry.
+44 (0)207 850 6175
georgia.morgan-wynne@emr.co.uk
Georgia Morgan-Wynne
Senior Consultant
uk.linkedin.com/in/georgiamorganwynne
Georgia developed her understanding of marketing as an industry-side professional before moving into
specialist marketing recruitment with EMR three years ago. She now leads the Business Services team within
EMR’s Corporate Division, with consultants covering B2B clients ranging from small start-ups to some of the
largest businesses globally. Individually, Georgia specialises in searches for senior level marketing and digital
professionals within these industries.
www.emr.co.uk
+44 (0)207 850 6200
@EMRrecruitment
Marketing Communications Forum
44

45. C
20 YEAR
TING
S
RA
EB
EL
2002
ENERGY
UTILITIES
IN
N
T
y
all industr
g across
s the
Recruitin
gnised a
co
EMR is re
ting
sectors,
for marke
et leader
UK mark
nt.
recruitme
SPE
C I A LIS T R E C R
UI
TM
E
What’s the single biggest trend you expect to
see in your division over the next 12 months?
Investment into customer experience has been the
main focus for the majority of companies within the
industry. Last year the emphasis was on hiring within
data, insight and analytics as companies really got
under the skin of who their customers were and what
they wanted. Now we’re starting to see organisations
execute multiple propositions, making sure they are
delivered in the right way and that a product or service
is compelling and easy to use, especially within digital
services.
We expect there to be continuing focus S user
NG 20 YEAR on
ATI
BR of unique and one-toexperience and the delivery
E
EL
one propositions, as companies continue to build the
resource and capability to target customers on an
individual basis. We also anticipate more movement
within the ‘internet of things’ space whereby users will
be able to control multiple appliances, such as their
home heating, via their mobile and digital technology.
C
What’s been the single biggest trend you’ve
observed in your division over the past 12 months?
T
N
SPE
CAREER TIPS
1
2
Look to trail blaze. Particularly if you
have an in demand skill-set. Moving
out of your industry into a new area
that may not be as advanced, will
really help you to stand out. Look to
position yourself as a genuine thought
leader and expert in your field.
Do your homework. As the market
picks up companies will start looking
to make quicker hiring decisions. To
ensure you don’t miss out by feeling
you are not ‘ready’, if an opportunity
arises ensure you are asking questions
and seeking all the information at the
interview stage.
www.emr.co.uk
+44 (0)207 850 6200
CI
ECR
UI
T
A LI T R
Over the past few years we haveSwitnessed
businesses becoming more and more cautious in their
hiring activity. As a result, the time taken to hire has
significantly increased with organisations building in
more interview and assessment stages to ensure they
are hiring the right people.
Have there been any significant changes in
salaries and bonuses over the past 12 months?
Across high demand skill-sets such as digital
product / propositions, analytics and user experience
we have witnessed a rise in salaries compared to
other marketing disciplines. Bonus ceilings seem to
be remaining intact, although more people have been
receiving larger portions of their bonuses in the last 12
months.
@EMRrecruitment
Marketing Communications Forum
45
Marketing
How are employers reacting to uncertain
E
market conditions? IN
M

46. Are you seeing growth again, if so in what
areas?
Digital, digital, digital! Digital user experience
continues to be in demand. In addition, the
requirement among organisations to recruit digital
and mobile product development and proposition
professionals has risen. Another area tying into
this trend is retention marketing and contact
strategy / CRM, as businesses look to drive growth
from their existing customers.
What are you finding is the main reason
candidates are looking for new opportunities?
TALENT ATTRACTION TIPS
1
2
What changes do you expect to see in your
sector over the next 12 months?
Customers are likely to have more ‘convenience’
options available to them from energy and utility
brands, which could drive people to switch
providers. Price is viewed as ‘pretty much the same’
to most users, therefore organisations who are able
to differentiate the quality or ease of the service will
be the ones that win new customers.
3
Be flexible on ‘industry experience’.
Quite often there are other industries
that are ahead of the game in some
areas (digital for example). You might
be better off bringing in someone from
one of these areas rather than your own
sector to give your team that needed
boost to move forward.
Marketing
Due to the fast changing pace of technology
within the sector, many marketers have been
looking to leave their organisations to move to
businesses that are more innovative and are ahead
of the market from a technological perspective.
If the first person you meet is the
ideal candidate - move on them. It is
reassuring to compare them to others
in the market but this often slows down
the process and chances are they are
the right person for the role.
Offering parity is no longer sustainable.
The market is picking up and whilst the
majority of professionals are looking for
a new challenge, giving them a financial
increase is still important. Candidates
will have more choices than the past few
years so you will need to be competitive.
+44 (0)207 850 6131
jonathan.fisher@emr.co.uk
Jonathan Fisher
Senior Manager
uk.linkedin.com/in/emrjonathanfisher
Jonathan developed his understanding of marketing through four years as an industry-side professional before
moving into specialist marketing recruitment with EMR over six years ago. He now heads up the Professional,
Business and Financial Services teams within EMR’s Corporate Division, with consultants covering B2B (both
products and services), financial services, insurance and utilities. Jonathan specialises in retained searches for
senior level marketing professionals within these industries.
Watch Jonathan’s interview at emr.co.uk/videos
www.emr.co.uk
+44 (0)207 850 6200
@EMRrecruitment
Marketing Communications Forum
46

47. CONSUMER
BRANDS
TALENT ATTRACTION
TIPS
1
2
Communicate with talent
online, release good news
stories to the market through
digital channels.
Give GREAT impressions at
first stage interviews, ensure
your management team
understand the importance
of candidate experience.
Throughout 2013 the hiring requirements from our
consumer clients have largely been in line with capital
investment into their online sales and communications
channels. Outside of core media spend, the shifting focus
and budget towards optimising the performance of websites
and marketing output has led to an ever deepening, twoway relationship with consumers. The big question from a
recruitment perspective is “outsource or hire?”
What’s the single biggest trend you expect to see
in your division over the next 12 months?
Marketing
3
Take your employer brand
seriously, overhaul this every
two years as a minimum.
What’s been the single biggest trend you’ve
observed in your division over the past 12 months?
With talent management proving to be the fastest growing
area within HR, we are likely to see a slowdown in the number
of roles being advertised in the external market. This will be
especially true for international, matrix driven organisations
where talent retention and recruitment cost control combine
to ensure the best employees are well rewarded. However,
in marketing there are pitfalls to this route as specialist skills
in digital marketing and analytics require a different approach
to traditional brand training. Moving balanced marketers
to specialist channel roles may prove cost effective in the
short-term but damaging in the mid-term if it leads to a delay
in successful results.
+44 (0)207 850 6122
charlie.fey@emr.co.uk
Charlie Fey
Associate Director
uk.linkedin.com/in/charliefey
Charlie is the Director of EMR’s Consumer Division, where he leads sector specialist recruiters to develop longterm partnerships with consumer brands and marketing agencies. Charlie began his career in marketing and
has built up vast experience in working with clients to both understand their talent management objectives and
to deliver against hiring plans. Charlie personally works on executive search and project hiring requirements
and has developed an impressive network of UK consumer Marketing Directors and CMOs.
Watch Charlie’s interview at emr.co.uk/videos
www.emr.co.uk
+44 (0)207 850 6200
@EMRrecruitment
Marketing Communications Forum
47

48. How are employers reacting to uncertain
market conditions?
Innovation has remained central to a number of
consumer organisations’ strategies to gain market
share in the “new normal”. Consumer brands have
structured research and development teams and
new product development pipelines to shorten lead
times in an attempt to launch “industry firsts” within
their sector. Failure to do so has led to stagnation
and the realisation that leaner competitors have
entered the market.
media for example, and realise their company
systems are years away from supporting new
marketing opportunities. Likewise, current strategies
show little in the way of innovation, it signals that
their talents are of better use elsewhere.
CAREER TIPS
1
Our data shows there has been little uplift in
average basic salaries in 2013. Any small rise that
has occurred is in line with other industries and
broadly in line with the UK economy. However,
there are always anomalies; in consumer marketing
there is a skills shortage within specialist digital
and analytical skills. If you are able to bring strong
skills in these areas, it is possible to command the
kind of healthy package that was once reserved for
classically trained FMCG marketers.
What are you finding is the main reason
candidates are looking for new opportunities?
2
3
Marketers working in organisations that are
lagging behind in technological innovation are most
active. It is frustrating for marketers to read about
the latest trends in customer management or social
www.emr.co.uk
+44 (0)207 850 6200
@EMRrecruitment
Marketing
Have there been any significant changes
in salaries and bonuses over the past 12
months?
Marketing Directors – raise the
marketing agenda level through the
organisation, be clear that you own
the digital strategy despite the COO
looking to take over the company
Twitter feed!
Mid-management – move from
specialist to generalist, pick up
new skills, make use of the talent
management programme, be bold,
try new markets and new channels,
stay open minded.
Junior level – become an absolute
necessity in a certain area of the
business – if you are delivering tangible
results you become indispensable.
Don’t be afraid to be vocal and pitch
new ideas, especially in digital –
chances are you know the most in the
entire organisation!
Marketing Communications Forum
48

49. TECHNOLOGY, MEDIA
TELECOMMUNICATIONS
+44 (0)207 850 6140
James Scholfield
Managing Consultant
james.scholfield@emr.co.uk
uk.linkedin.com/in/jamscho
James is the Practice Lead for Technology, Media and Telecommunications at EMR. With over
four years’ experience at EMR, he has built an extensive network of clients and candidates
within his verticals. Specialising in senior-level recruitment projects, he continues to work with
some of the world’s leading brands and fast growing SME’s.
We have seen a significant increase in
opportunities coming from the SME / enterprise
market. Whilst most blue-chip organisations have
TALENT ATTRACTION TIPS
1
2
3
Use the right methodology and
channels to unearth the right talent.
Try to open up to other industry
verticals that have synergies with
your own in order to broaden
and increase the amount of talent
available. This is particularly the
case if you’re searching for a very
specific skill-set.
Improve your social media and digital
presence.
www.emr.co.uk
+44 (0)207 850 6200
been focusing on replacement recruitment, many
SMEs have been investing in headcount that supports
their next phase of growth. Interestingly, there has
been an even split between businesses who have
launched in the UK and those who have a global HQ
in the US but need a regional office in London.
Marketing
What’s been the single biggest trend you’ve
observed in your division over the past 12
months?
What’s the single biggest trend you expect to
see in your division over the next 12 months?
We anticipate that growth in facilitation and
innovation within telecommunications, media and
entertainment will be a major trend. Growth will also
continue in the technology sector but not at the same
rate as in previous years. For example, in 2012 / 2013
the worldwide software market grew 3.6% year-onyear to reach a total market size of $342 billion, less
than half the growth rate experienced in 2010 and
2011.
How are employers reacting to uncertain
market conditions?
There is still an air of uncertainty which has
resulted in businesses continuing to be risk averse.
Clients are focusing on hiring talent that can ‘hit the
ground running’ more than ever, and as a result
@EMRrecruitment
Marketing Communications Forum
49

50. IN
SP
RATING 20 Y
LEB
EA
CE
RS
EC
IA
LIS T
R E C R UIT M
EN
T
2008
EMR join
ed the Fiv
eTen Gro
providing
up
us with a
platform
launch o
to
ur succe
ssful form
ula
internatio
nally.
IN
SP
EC
IA
LIS T
R E C R UIT M
EN
T
CAREER TIPS
1
they’re becoming very particular about whom they
are looking to recruit. They are also less likely to
compromise on skills and industry experience,
narrowing their options.
Have there been any significant changes in
salaries and bonuses over the past 12 months?
3
4
At the senior end of the market, salaries have
remained much the same. From an SME perspective,
employers are including extra benefits such as
business equity to compensate for not being able to
compete with the basic salaries of larger blue-chip
organisations.
Have there been any roles in particular where
you have noticed an increase or decrease in the
supply of candidates?
There has been a rise in digital and analytical roles
be that digital brand acquisition or communications. If
marketers have no responsibility for online marketing,
they need to raise their hand internally now or risk
being overlooked for future opportunities.
www.emr.co.uk
+44 (0)207 850 6200
Be open to looking at a range of
businesses. Sometimes the best
opportunities are with an SME rather
than a blue-chip and vice versa.
Patience is required in order
to gain your perfect role. Be
proactive, but be patient.
Marketing
Both salaries and bonuses have remained relatively
stagnant at the mid-management level across many of
the broader marketing and product positions. Those
with a more specialist skill-set, such as web analysts
and eCommerce professionals, have benefited from
inflated salaries due to increasing demand.
2
Truly identify your value proposition or
USPs and then target companies you
believe require that proposition.
Ensure that both your CV and interview
responses directly correlate to ROI.
The need for more commercial
examples has increased significantly
and candidates who cannot
demonstrate the impact they have
made on a business often struggle.
What are you finding is the main reason
candidates are looking for new opportunities?
Many candidates have remained within their
current organisation for the last three to five years
and are now beginning to look for new challenges.
Unfortunately, loyalty to a company does not tend to
pay, so people are now ready to take a step-up in
both responsibility and salary.
@EMRrecruitment
Marketing Communications Forum
50

51. CHARITY
EDUCATION
+44 (0)207 850 6178
Sheena Popat
Consultant
sheena.popat@emr.co.uk
uk.linkedin.com/in/sheenapopat
Sheena sits within EMR’s Consumer Division and focuses on the
charity and education sectors. Specialising in senior level marketing
and digital roles, Sheena also recruits across all levels within this area.
We continue to see high demand for digital
marketers, particularly those with specific digital skills
such as, user experience and social media. The drive
to increase fundraising from all segments through
online channels has resulted in a rise in channel
specific online acquisition marketers, mirroring the
divisional structure of larger corporate organisations.
What’s the single biggest trend you expect to
see in your division over the next 12 months?
We anticipate that the high demand for digital
marketers with specialist skill-sets will continue to be
a major trend within the market. We also expect to
see candidates arriving from corporate organisations
and adding commercial value to the charity sector.
Likewise, we will see a more visual online battle in
the competition for university undergraduate and
postgraduate students.
www.emr.co.uk
+44 (0)207 850 6200
How are employers reacting to uncertain
market conditions?
Marketing
What’s been the single biggest trend you’ve
observed in your division over the past 12
months?
Within the current market, employers are
looking to put in place ambitious business plans
and strategies for the next 12 months, but will this
translate into volume hiring? Our clients are generally
looking to minimise recruitment costs by sourcing
talent directly, whether that be direct advertising or
internal talent management. However, for the more
specific skill-sets and senior hires, clients are reaching
out to specialists like EMR who network with these
niche candidates.
Have there been any significant changes in
salaries and bonuses over the past 12 months?
Clients are aware of the salaries that need to
be paid for the more demanding skill-sets and
those hard-to-find professionals. Generally we have
witnessed an increase in salaries by around 10%
where candidates have moved to a new employer.
However, there have been instances where
candidates have received much higher increases
if there is a short supply of professionals within
their area.
@EMRrecruitment
Marketing Communications Forum
51

52. CAREER TIPS
1
2
1
Make sure your CV is well written
with no errors and fill in all gaps
of unemployment.
Identify your key strengths and
demonstrate them clearly and
concisely at the interview stage.
Be honest to the employer on your
“not so strong” areas.
2
Research the company you are
interviewing with and the backgrounds
of the interviewers, expressing
clear motivations as to why you are
interested in the role in question.
3
Have there been any roles in particular where
you have noticed an increase or decrease in the
supply of candidates?
The most noticeable increases have been within
specialist digital roles such as social media, PPC, SEO,
user experience and analytics. Whilst many sectors
are witnessing a decline in direct marketing roles, as
businesses focus more of their marketing online, within
both charity and education we are still seeing high
demand for direct marketers as print continues to be
widely used to reach certain demographics.
www.emr.co.uk
+44 (0)207 850 6200
Use a specialist recruiter that you know
will give you 100% commitment and
a proactive attitude in order to address
the market with your employer brand.
Take the leap of faith in your recruiter to
utilise all channels, including marketing
collateral and microsites, in order to
attract the best talent on the market.
Marketing
3
TALENT ATTRACTION TIPS
Be open to the idea of working with
a sole recruiter but hold them to task
in delivering a 360 search process
including mapping the passive
candidate market.
What are you finding is the main reason
candidates are looking for new opportunities?
Candidates are always looking for a new opportunity,
whether it is for a new challenge in a new environment
or for the next step-up in their career. However,
increasingly we are seeing candidates looking for
increases in salary, better work-life balance and “flexible”
working hours e.g. being able to work remotely.
@EMRrecruitment
Marketing Communications Forum
52

53. REGIONS:
LEEDS
What’s been the single biggest trend you’ve
observed in your division over the past 12
months?
2013 has seen the battle for top talent intensify
significantly. With organisations seeking to engage
with customers across new platforms and markets,
the demand for brand and digital skill-sets has
increased. Across the market, exceptional candidates
have often been well rewarded within their current
positions, resulting in a passive attitude to new
opportunities. This growing trend has caused a
notable disconnection between the number of
vacancies and the availability of top talent.
I expect the trends of 2013 to heighten, with
businesses having to face the difficult fact that the
desired candidate profile may simply not be available
within the market in a given location. Furthermore, the
amplification of the regional skills shortage will result
in direct recruitment strategies becoming increasingly
ineffective. As a result, interim consultants will once
again become a key resource in helping organisations
to achieve their strategic marketing goals.
How are employers reacting to uncertain
market conditions?
With ever increasing confidence around the
economic outlook there is a definite shift towards
growth strategies, with more organisations looking
to build rather than maintain market share. Across
marketing, there is a greater focus on value and return
on investment, meaning that candidates’ commercial
acumen is becoming increasingly important.
www.emr.co.uk
+44 (0)207 850 6200
There has been upward pressure on salaries
over the last year, which is unsurprising given the
candidate shortage we are witnessing. This trend is
amplified across in demand skill-sets, with the salary
expectations of digital marketers well above more
generalist marketers and offline focused professionals.
Are you seeing growth again, if so in what
areas?
Within the online and digital areas we are certainly
seeing growth, especially within technical elements
such as PPC and SEO. We are also noticing sector
and regional growth with the re-establishment of
a buoyant financial services market across the
Midlands, North West and Yorkshire regions.
Marketing
What’s the single biggest trend you expect to
see in your division over the next 12 months?
Have there been any significant changes in
salaries and bonuses over the past 12 months?
What are you finding is the main reason
candidates are looking for new opportunities?
Career progression is back on the agenda for the
majority of professionals. With job security increasing,
now is the time to get career paths back on track.
Finally, what changes (if any) do you expect
to see in your sector over the next 12 months?
We suspect 2014 will be a good year for interim
marketers. Businesses will face significant obstacles
in hiring the right permanent individuals, so short term
fixes will be increasingly important.
@EMRrecruitment
Marketing Communications Forum
53

54. TALENT ATTRACTION TIPS
1
3
Be decisive – talented professionals
are in short demand. Upon identifying
a great candidate act quickly and
efficiently to secure them.
CAREER TIPS
1
2
Know your recruiter – now is the time
to build a partnership with a recruiter
who can tap into the passive candidate
market. That means allowing your
recruitment partner to learn about your
business and become a true brand
ambassador.
3
Have a plan – identify specifically what
your key motivators are. Focus on
these elements in your search and
have flexibility around the others.
Marketing
2
Be flexible – in a candidate poor market
you need to be flexible with your
requirements and expectations. Invest
in individuals who will be successful in
the medium to long term.
Put the effort in – tailoring your CV,
interview preparation, presentations –
you may need to do them all to secure
a great role.
Network – it’s vital that you build
credibility and equity within your chosen
field of expertise.
+44 (0)113 203 1608
Alex Mountford
Managing Consultant
alex.mountford@emr.co.uk
uk.linkedin.com/in/alexmountford
Alex has spent the last eight years specialising in the proactive identification of marketing, communications
and digital talent for organisations based across the Midlands and North of England. Alex manages
EMR’s Leeds office, leading a team of consultants who specialise across a wide range of industry sectors.
Throughout Leeds the EMR team partners with many of the UK’s leading regionally based organisations,
providing tailored multi-channel recruitment solutions across an often challenging candidate landscape.
www.emr.co.uk
+44 (0)207 850 6200
@EMRrecruitment
Marketing Communications Forum
54

55. INTERIM
CONTRACTS
What’s been the single biggest trend you’ve
observed in your division over the past 12
months?
We have continued to see the return of pure
interim opportunities, where companies are prepared
to pay a premium for experts who can develop new
strategies and initiatives. In addition, we have also
witnessed a rise in temporary to permanent roles,
where many companies are now testing the water.
What’s the single biggest trend you expect to
see in your division over the next 12 months?
We anticipate there will be an increase in
demand for hyper specialist roles, particularly within
communications and digital. The talent pool within
these niche areas cannot match the demand and
therefore the war for talent is still on. These high
demand candidates are sought across all vertical
markets as these skills are not seen to be industry
specific.
Confidence has improved over the last year but
has not been as closely aligned to increased budgets.
Our clients have certainly invested more into customer
engagement and loyalty through CRM and social
media, but many growth plans have been tentative. In
such a highly competitive landscape companies have
started to look at how investments into partnerships
can increase revenue and brand loyalty.
Have there been any significant changes in
salaries and bonuses over the past 12 months?
On the whole, little change in daily pay rates has
taken place for generalist marketing roles. However,
clients still have to pay a premium for the more
specialist roles that are in high demand.
CAREER TIPS
1
2
3
www.emr.co.uk
+44 (0)207 850 6200
Marketing
As confidence in the market has improved, we
have seen an increase in requirements for roles that
demonstrate businesses are investing and growing
e.g. new product launches, brand development
and Above the Line spend. However, there is still
hesitation to commit long term so an interim option
provides a flexible solution for many organisations.
How are employers reacting to uncertain
market conditions?
@EMRrecruitment
Look for businesses that are looking
to invest in both their people and
company growth as a whole.
Be a specialist – you need to keep
up-to-date with all new innovations.
Consider interim roles as your next
opportunity as they do give you the
scope to gain a breadth of new industry
knowledge and also focus on strategic
initiatives.
Marketing Communications Forum
55

56. Are you seeing growth again, if so in what
areas?
We are now beginning to see growth and
although it is still fairly limited, we have placed a
number of contractors into businesses to launch
new brands and products into the market. More
specifically we have continued to see the demand
for talent within digital and mobile marketing
increase.
TALENT ATTRACTION TIPS
Social engagement – be visible in the
appropriate social media channels.
The main reason that candidates are looking for
a new opportunity on the contract side is for a new
challenge. Highly skilled candidates thrive on scope
for innovation.
2
Thought leadership – promote your
key stakeholders.
Finally, what changes (if any) do you expect
to see in your sector over the next 12 months?
3
We expect that the market will stay the same for
the next 3 - 6 months with the continued uncertainty
around the market. However, many of our clients
are forecasting growth plans which we will start to
see emerge mid-2014.
Marketing
1
What are you finding is the main reason
candidates are looking for new opportunities?
Talent management – demonstrate
how you can develop and provide
clear career paths for hugely
talented and ambitious high demand
candidates.
+44 (0)207 850 6151
Rachel Bowman
Director
rachel.bowman@emr.co.uk
uk.linkedin.com/in/rachelbowman
Rachel has a wealth of recruitment expertise and one of the strongest networks within the UK. With over
ten years’ experience both client and agency side, she is a specialist in complex search techniques and the
provision of senior marketing talent. Currently heading up the Permanent Communications Practice and Interim
and Contracts Division within EMR, Rachel manages consultants working across all industry sectors.
Watch Rachel’s interview at emr.co.uk/videos
www.emr.co.uk
+44 (0)207 850 6200
@EMRrecruitment
Marketing Communications Forum
56

57. MARKETERS
'LACKING DIGITAL
CONFIDENCE'
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There has been no shortage
of bugle-blowing about the
UK's potential as a hub for
digital marketing, following in
the footsteps of the country's
burgeoning tech sector.
Only 48 per cent of respondents considered
themselves highly proficient in digital marketing,
while the majority admitted they have received no
formal training for their role but instead learned
on-the-job.
Marketers are facing a dilemma - they aren't sure
what’s working, they’re feeling under-equipped to
meet the challenges of digital, and they're having
a tough time keeping up with the pace of change
in the industry. What's worse, no one hands you
a playbook on how to make it all work, said Ann
Lewnes, Adobe's Chief Marketing Officer.
While the growing popularity of tablets and the
'always-on' mentality of modern consumers offers
an unprecedented opportunity for engagement, it
also poses a major challenge for businesses not
ready to embrace the future.
Marketing
However, a recent report from Adobe has
suggested there is a lack of digital confidence
among the UK's marketers, who expressed
concerns they may not be ready for the
challenges and changes expected over the
coming decade.
Leaving aside the unusual idea that a playbook
would ever show you how anything worked,
unless Ms Lewnes was offered computer manuals
and design guides for her bedtime stories, it is
clear that the sector is feeling some uncertainty as
the pace of change picks up.
Skills such as creativity remain central to success
in marketing, of course, but simply relying on the
old platitudes without utilising new technology will
see firms fall behind their more forward-thinking
counterparts in the sector.
This was highlighted by the fact that 76 per cent
of respondents feel marketing has changed more
in the last two years than it had in the previous
50.
But firms who are taking smart risk and who are
training their teams to be more 'digital ready' will
be in a great position to capitalise on digital's full
promise, concluded Ms Lewnes.
Comments
Leave your comments in the Marketing Communications Forum on Linkedin
www.emr.co.uk
+44 (0)207 850 6200
@EMRrecruitment
Marketing Communications Forum
57

58. COMMUNICATIONS
SECTOR INSIGHT
Introduction.......................................................59
Permanent salaries............................................60
Interim contract rates......................................61
Communications bonuses ................................62
Permanent | Communications............................63
Interim | Communications..................................65

59. GROWTH WITHIN
CORPORATE AND INTERNAL
COMMUNICATIONS
Although we’ve seen a tentative up-tick in recruitment
across the communications sector, the positive growth
we expected to see throughout the year never really
came to fruition.
With the economy remaining relatively uncertain throughout the year, many businesses
held back on hiring robustly. Furthermore, those who had budget to hire remained
cautious, often waiting for the ideal candidate before making an offer.
On a positive note there have been some pockets of growth. Within the corporate
communications sector hiring has certainly risen over the year, a clear reflection of
businesses’ increased requirement to control external messages in difficult market
conditions.
Furthermore, with the economy now beginning to turn, businesses are becoming
increasingly concerned with talent retention. As organisations begin to hire again,
candidates are becoming more confident. As a result we have witnessed significant
growth within internal communications to assist with employee engagement and
retention.
Communications
The appetite for digital communications experts, able to specialise across PR, social
platforms and internal communications channels, such as SharePoint, has never
been stronger, but talent can be scarce if businesses are hell bent on hiring purist
digital comms experts. A trend we are also therefore seeing is more generalist comms
experts turning their hand to digital skill-sets, and this is equipping them well for the
market which has appetite for them. We anticipate this trend to continue as these
skills become more mainstream.
On the whole there has been little change in remuneration packages over the year.
However, at EMR we have noticed a moderate rise in bonuses being paid out, a
possible tactic to encourage staff retention in a market now offering new opportunities.
These findings echo those of the market, with almost half of all communications
respondents receiving a bonus of up to 10% of their salary over the last 12 months.
Throughout this section of the report we take a deeper look into the salaries and
bonuses across the communications sector and delve further into the permanent
and interim markets.
www.emr.co.uk
+44 (0)207 850 6200
@EMRrecruitment
Marketing Communications Forum
59

60. PERMANENT SALARIES
AVERAGE PERMANENT SALARIES*
Average (Min)
Average (Max)
Director of Communications
£100,000
£150,000
Head of Internal Communications
£80,000
£120,000
Head of PR and Media Relations
£80,000
£120,000
Senior Communications Manager
£65,000
£85,000
Internal Communications Manager
£50,000
£70,000
Media Relations Manager
£50,000
£70,000
Change Communications Manager
£50,000
£70,000
Corporate Communications Executive
£35,000
£50,000
Communications Assistant
£20,000
£35,000
*Please note the average salaries provided in the table above are sourced from EMR’s
internal experts and are based on averages across all sectors within the UK.
59%
75%
67%
of communications
specialists expect
to see an increase
in pay over the
coming year.
of permanent
professionals expect to
see a pay increase of
between 0-10% in the
coming year.
Communications
of communications
professionals received
a pay increase at their
last review.
HOW SATISFIED ARE YOU
WITH YOUR CURRENT
REMUNERATION?
48% of communications
professionals are either
satisfied or very satisfied
with their current
remuneration package.
www.emr.co.uk
+44 (0)207 850 6200
6%
21%
Very
Dissatisfied
dissatisfied
@EMRrecruitment
25%
Neutral
41%
Satisfied
7%
Very
satisfied
Marketing Communications Forum
60

61. INTERIM CONTRACT RATES
AVERAGE INTERIM /
TEMPORARY / FREELANCE RATES
Average Daily
Rate (Min)
Average Daily
Rate (Max)
Communications Director
£600
£800
Change Communications Lead
£500
£800
Head of Communications
£500
£700
Head of Internal Communications
£500
£700
Head of PR and Media Relations
£400
£600
Change Communications Manager
£400
£600
Internal Communications Manager
£250
£350
Communications Manager
£250
£350
Communications Executive
£150
£250
HOW ARE YOU CURRENTLY PAID?
36%
22%
of temporary and
interim communications
professionals expect to see
an increase in their pay over
the next 12 months.
71%
PAYE
Communications
Limited company
71% of professionals are paid
through a Limited Company.
7%
Other
HOW SATISFIED ARE YOU
WITH YOUR CURRENT
REMUNERATION?
64% of temporary and
interim professionals are
either satisfied or very
satisfied with their current
remuneration package.
www.emr.co.uk
+44 (0)207 850 6200
8%
7%
Very
Dissatisfied
dissatisfied
@EMRrecruitment
21%
Neutral
57%
Satisfied
7%
Very
satisfied
Marketing Communications Forum
61

62. COMMUNICATIONS BONUSES
AS A PERCENTAGE OF YOUR
BASIC SALARY, WHAT LEVEL WAS
YOUR LAST ANNUAL BONUS?
10%
47%
10% - 19%
32%
20% - 29%
11%
30% - 39%
5%
40% - 49%
2%
50% - 59%
1%
60% - 69%
1%
70% - 79%
HOW DID THIS DIFFER
FROM YOUR BONUS
LAST YEAR?
1%
80% - 89%
52%
Remained the same
14%
Decreased
0%
100%
26%
Increased
0%
90% - 100%
5%
Significantly increased
0%
3%
Significantly
decreased
53% received
bonuses in excess of
10% of their salary.
31% of communications
professionals received an increase
in their bonus year-on-year.
Communications
Nearly half of all communications
professionals received a bonus
of less than 10%.
HOW WOULD YOU ASSESS YOUR
LEVEL OF SATISFACTION WITH YOUR
MOST RECENT BONUS?
42% of
communications
specialists are either
satisfied or very
satisfied with their
most recent bonus.
www.emr.co.uk
4%
Very
dissatisfied
+44 (0)207 850 6200
21%
Dissatisfied
@EMRrecruitment
33%
Neutral
35%
Satisfied
7%
Very
satisfied
Marketing Communications Forum
62