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Median salaries across the digital, creative, and marketing industry fell between 2012 and 2013, but this trend should reverse in 2014, according to specialist recruitment firm font, reports guide2.co.nz.
An annual Market Pulse round-up conducted by font comprised 6,410 surveys, 1,381 of which were from New Zealand, undertaken between 1 January 2013 and 1 January 2014. Results showed median salaries were generally lower than in 2012, despite many firms ramping up their investment in the sector.
Managing Director Jacqui Barratt said the downward movement could be partly attributed to the rapid job creation at a junior level, driving down the overall median. As roles become more and more specialist, and demand outstrips supply, she said salaries should rise in 2014.
Advertising, media, & publishing saw general declines in salaries over 2013, whilst the other sectors remained relatively buoyant. Journalists were the most adversely affected, with salaries dropping for male journalists by as much as -50%. Salaries for digital advertising roles also fell, with a -35% decrease for men and a -21% drop for women.
Other than for female workers in PR and communications, the overall median salaries across marketing, communications, PR, & events saw the strongest growth, followed by multimedia design & digital. Male marketing managers had a particularly good year, receiving average salary spikes of +25%.
Ms Barratt said clients are increasingly asking for candidates with diverse digital expertise, people who will help the company evolve and enhance the overall skill set: "It is expected that all candidates will be digital-savvy, so now companies are looking for people with very niche expertise."
She also predicts that 2014 will see companies making more effective use of temporary or freelance workers to cover project-by-project workflow, rather than increasing the full-time headcount: "We are seeing this trend globally, as all businesses strive to work smarter and manage their resources for better profitability.”