Even so, more than six in ten (61%) direct and digital marketing employers say they are struggling to find the right talent to fill vacancies, citing analytics-related candidates as among those in greatest demand over the next three months.
Below, additional findings from Bernhart Associates' Quarterly Digital and Direct Marketing Employment Report for the fourth quarter of 2011.
Among the three primary employment indicators tracked each quarter (new hiring, hiring freezes, and layoffs) all have weakened since the previous survey (conducted in March 2011):
- 40% of employers surveyed say they plan to add staff in the next quarter (4Q11), compared with 45% who said so six months earlier, and 52% who said so nine months earlier.
- 20% of employers say they expect a hiring freeze in the next quarter (4Q11), up from 16% who said so in 2Q11.
- 8% of employers say they are planning layoffs in the next quarter (4Q11), up from the 4% who said so six months earlier.
Despite such dismal news, overall employment levels remain strong in digital and direct marketing, the survey found.
In-house marketers are reporting the most aggressive hiring plans, followed closely by service providers and agencies. Moreover, no agencies surveyed expect layoffs in the coming quarter.
B2C employers are slightly outpacing B2B in both new hires and fewer hiring freezes for the remainder of 2011.