Sunday, June 17, 2018
Business

In 2013, look for growth in technology, marketing

It may turn out that for much of the U.S. economy, 2013 will be another year of slow growth and anemic hiring. But in the world of marketing — and especially in the high orbit of multichannel, digital media marketing — that's not the message at all.

"We've been very busy in the second half of 2012, and we expect to increase head count by 50 percent in 2013," says Ellen Hanson, human resources manager at Walker Sands Communications, a Chicago marketing communications agency with technology clients. "We'll be looking for PR professionals, writers and programmers."

Not that marketing, advertising and public relations were unscathed by the recession of 2007-2009 and its aftermath. "Two or three years ago, companies cut positions in their in-house marketing departments, but they're now realizing they need to reinstate them," says Glenn Hansen, owner of HansenHouse Communication, a marketing, PR and communications agency in Chino Hills, Calif.

Even companies that still find themselves making very tough choices about where to invest are hiring marketing people or agencies. "So many companies are suffering in this economy, but in the digital space, companies are making huge investments," says Jim Butler, president of Roundarch Isobar, a digital marketing agency with about 450 employees in six cities. "Our clients are coming to us almost desperate for a mobile strategy."

• • •

The intersection of technology and marketing will be a rich breeding ground for jobs in the marketing field in 2013, industry insiders say. "We expect to make 150 to 200 hires just in Chicago over the next few years," says Butler. In addition to specialists in core marketing disciplines, Roundarch will be looking for media strategists, user experience designers, Web developers, Java developers and content managers.

Professionals who haven't fully immersed themselves in the new media of marketing will likely feel less in demand in 2013. "Multichannel user experience people are the hardest to find, then mobile, while the market for creative and visual design folks is a little bit softer," Butler says. Roundarch's recent job postings have included SEO technical strategist, user experience director and project manager.

In fact, marketing professionals may have no choice but to get involved in digital if they want to have a future in their field. "The lines between digital and traditional media planning are blurring," says Christine Stack, director of senior talent acquisition at MEC, a media buying agency with about 4,400 workers worldwide. "We now need strategic media planners who work across all media." MEC has recently posted openings for senior associate of digital media, senior director of media planning and manager of marketing-mix modeling.

Marketing analytics will also be a very active area for hiring in 2013. "More employers are looking for marketers who have the potential to work with 'big data,' " says Larry Chiagouris, a professor of marketing at Pace University in New York City and author of The Secret to Getting a Job After College: Marketing Tactics to Turn Degrees into Dollars. "They're looking for people who can make sense of user-generated content, online ratings and so on."

But in addition to technical savvy, marketing firms and in-house departments say they are hard-pressed to find folks skilled in the very essence of the field: communication. "Economics majors are sought out by marketers if they can communicate," Chiagouris says. "Marketing people are in demand if they can do analytical work."

• • •

More and more, media agencies find that they must not only examine the paper qualifications of candidates in detail, but also put those credentials to the test. "On the entry level, we'll be looking for people with exceptional writing skills, especially in engineering, medical and finance," says Hanson at Walker Sands. "Recently, we had 413 applicants for three media relations specialist positions. We sent out 53 writing tests, but only called in 15 for an interview, and hired three. Just because you have a communications degree, that doesn't mean you know how to write for us."

Technologists working in marketing must also demonstrate to prospective employers their ability to get a message across. "It's hard to assess a candidate's attention to detail and written communications ability in an interview, so we've created tests," says Butler. At Roundarch, these tests range from sketching how a PC application could be adapted to a mobile screen, to coming up with a response to a mini-RFP.

© 2012 — Monster Worldwide, Inc. All Rights Reserved. You may not copy, reproduce or distribute this article without the prior written permission of Monster Worldwide. This article first appeared on Monster.com. To see other career-related articles, visit http://career-advice.monster.com. For recruitment articles, visit http://hiring.monster.com/hr/hr-best-practices.aspx.

Comments
Your barista is a robot. Should it be friendly?

Your barista is a robot. Should it be friendly?

SAN FRANCISCO - The cold, steely arm of Fernando the Barista swirled the foam of my matcha latte, set it down gently, and waved goodbye from inside a glass case. San Francisco, 2018. Where you can get robot pizza and robot salad, and now, a robot mat...
Published: 06/16/18
St. Petersburg home becomes finalist in HGTV contest

St. Petersburg home becomes finalist in HGTV contest

ST. PETERSBURG — A house in St. Petersburg’s Old Northeast is a finalist in HGTV’s Ultimate House Hunt contest. Built in 2007 in the Mission Revival style, the 4,000-square-foot home a block from Coffee Pot Bayou is among 12 nationwide in the "curb a...
Updated: 2 hours ago
Extending Albert Whitted’s runway could help Innovation District take off

Extending Albert Whitted’s runway could help Innovation District take off

ST. PETERSBURG — Albert Whitted Airport wants to extend its main runway. But what would benefit the airport could also benefit the St. Pete Innovation District.Moving the runway would ease building restrictions around the airport, allowing the Univer...
Published: 06/15/18
Updated: 06/16/18
Florida’s unemployment rate drops to 3.8 percent

Florida’s unemployment rate drops to 3.8 percent

Just when it seemed like Florida’s unemployment rate couldn’t get lower, it did. According to the state figures out Friday, Florida’s jobless rate dipped to a near 18-year low of 3.8 percent in May after holding steady at 3.9 percen...
Published: 06/15/18
Florida’s first not-for-profit coding school is opening in St. Petersburg

Florida’s first not-for-profit coding school is opening in St. Petersburg

ST. PETERSBURG — Filling in a hole that was left by The Iron Yard’s exodus last year, a new computer coding school will open its doors to its first class in downtown St. Petersburg on July 23.The Academy at Suncoast Developers Guild will operate thro...
Published: 06/15/18
Tampa-based Robbins Property Associates pays $43-million for Boynton Beach apartment community

Tampa-based Robbins Property Associates pays $43-million for Boynton Beach apartment community

Tampa-based Robbins Property Associates, has bought Aventine at Boyton Beach, a 216-unit apartment community, for $43 million.Aventine, garden-style apartments that are 95 percent occupied, will be renovated and renamed "Verona at Boynton Beach."It i...
Published: 06/15/18
Florida craft beer guild: Big Beer is pushing us out of Publix

Florida craft beer guild: Big Beer is pushing us out of Publix

The national battle between Big Beer and local craft breweries is playing out on the shelves of your neighborhood Publix — and some favorite Florida brewmakers are losing.The guild that represents Florida brewers says at least 12 small breweries have...
Published: 06/15/18
Accused of racial profiling, Lowe’s ends policy of checking customer receipts as they leave

Accused of racial profiling, Lowe’s ends policy of checking customer receipts as they leave

Memorial Day weekend was supposed to bring three productive days of home improvement for Will Mega, a dean at a North Philadelphia charter school.He’d go to two Lowe’s locations near his home in Philadelphia’s Wynnefield neighborhood for a grill and ...
Published: 06/15/18
McDonald’s to test alternatives to plastic straws in U.S.

McDonald’s to test alternatives to plastic straws in U.S.

NEW YORK — McDonald’s said Friday it will switch to paper straws at all its locations in the United Kingdom and Ireland, and test an alternative to plastic ones in some of its U.S. restaurants later this year.The burger chain and other fast-food comp...
Published: 06/15/18
Strange brew? Tampa Bay group hopes to grow hops and medical marijuana in the same spot

Strange brew? Tampa Bay group hopes to grow hops and medical marijuana in the same spot

ST. PETERSBURG --- Among topics that stir passionate interest, two that rank high are medical marijuana and craft beers.A group of Tampa Bay entrepreneurs has ambitious plans to profit from both.They are leasing a vast warehouse space in St. Petersbu...
Published: 06/15/18