Marketers need to be content creators to ensure pay rises, claims industry salary guide

digital marketing grid matrix - ThinkstockPhotos-480048064More than half of Australia’s marketing professionals can expect only minor pay rises in their next annual review, as employers are unwilling to loosen purse strings, especially if they have to contract digital and social, the 2016 Hays Salary Guide has revealed.

During the past year, 58% of employers increased salaries by less than 3% while 16% did not increase salaries at all.

Peter Noblet, senior regional director of Hays Marketing, predicts employees will soon begin taking matters into their own hands: “41% of employees say they’ll ask for a pay rise in their next review. Meanwhile, staff turnover has already increased in 29% of organisations.”

Noblet noted that the rise of demand for digital marketers is impacting hiring levels and is one area where salaries are increasing due to growing skills shortages.

hays salary guide 2016

Click to enlarge salaries guide

“In order to fit rapid turnaround times of social media, marketers need to be content creators themselves rather than look to outside agencies to do this work,” he said.

The guide states that 22% of employees can expect an increase of 3% or more while 66% of marketers won’t be so lucky, and will receive a pay rise of less than 3%, with 12% to receive no pay rise at all.

The Hays Salary Guide includes salary and recruiting trends for more than 1,000 roles in 14 locations in Australia and New Zealand. It is based on a survey of 2,752 organisations, representing over 2.6m employees.

According to the guide, rising business activity is not translating into salary increases with cost-conscious employers reluctant to offer raises.

Noblet said: “The job market is strong for marketing and communications talent but it’s clear that employers remain reluctant to offer substantial increases unless absolutely necessary to secure candidates with skills in high demand and short supply.”

“Meanwhile, the stronger construction and infrastructure services markets are generating job opportunities for sales-led marketers in the bid management and business to consumer (B2C) areas as well as roles in community liaison and public relations.

“Government at all levels continues to look to improve services and this is driving ongoing demand for communications specialists while in the Not-For- Profit (NFP) space Fundraisers, community/stakeholder engagement and communications professionals are sought.”

The sectors offering their employees the biggest increases is professional services, followed by financial services and construction, property & engineering employers.


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