As trends in media consumption continue to evolve, the marketing and communications industry is adapting its approach to ensure messages are reaching the right people in the right ways. So, what key messages do you need to deliver to candidates to attract their attention?
An attractive base salary is likely to create interest. Our research shows that salary and compensation is the number one driver of attraction for candidates in the marketing and communications industry (16.4%).
Work-life balance is their second-greatest priority (12.9%) when it comes to employment choices. Flexible working hours and the ability to work from home are seen as particularly attractive.
"Gone are the days when a fruit bowl with a mouldy banana or two would represent an employer of choice. Job seekers are looking for workplaces where their voices can be heard and they have an opportunity to make a difference." - David Valks, Business Manager, Permanent at Become Recruitment Australia
Interestingly, although salary and compensation and work-life balance are the two greatest drivers of attraction for candidates in marketing and communications, they are less likely to seek compensation for overtime, such as additional pay or time-in-lieu – only 26% of candidates in this industry regard this as a ‘must have’ versus 40% of the total sample group.
This may be because they view overtime as a trade off for flexible conditions or that they believe long hours are simply part of the job. They may also be less comfortable negotiating additional salary benefits or believe that base salary should reflect the requirements of the job.
The culture of a workplace is also highly valued by candidates (12.3%) and is ranked number three on the list of key drivers of attractions. Interestingly, candidates in the human resources and recruitment industry were the only other group to place culture in third place. This may be because HR and recruitment roles can involve ‘people marketing’, which suggests a similarity between the two industries.
A workplace that fosters a collaborative, innovative culture where people feel empowered is likely to stand out to candidates in marketing and communications. If you include this in your message, along with an attractive base salary and opportunities for flexible working, you’re sure to be heard.
Candidates in the marketing and communications industry are from a significantly younger demographic than those in the total sample group (46% versus 31% are aged 25-34 years). They are also much more likely to be living in a household without children (70% versus 59% of the total group) and their salary is significantly more likely to be in the mid-range (51% earn $52k- $103k compared to 42% of the total group).
About this research: The data points referred to on this page are drawn from the SEEK Laws of Attraction survey. For more information about the SEEK Laws of Attraction survey and the terms and conditions governing the use of this data, click here.