2018 Salary Guide - Paladin · PDF filePaladin in 2017, which was distributed to more than 1,500 professionals in fields that include marketing, advertising, and PR, found that “speed-to-hire”

2018
Salary Guide
Marketing | Creative
Communications | Digital

A competitive labor market is creating a hiring battle for top talent in the
creative industry. Weve learned that top companies are starting to hire faster
to hire smarter because the best and brightest are onboarded quickly in
reaction to a talent shortage. This shortage allows candidates, especially those
with specialized skillsets, to be selective with their career paths. Essentially,
they have leverage over employers. The tight talent supply leads to a rise
in the demands of premier candidates. They know theyre wanted, and theyre
not afraid to ask for it from an employer. So what, exactly, do they want?
Modern marketers are defying the stereotypes. While companies assume
marketers want culture, culture, culture, weve found that one thing trumps
the bean bag chairs, baristas, and Bring Your Dog to Work Days: salary.
While things like work-life balance and company culture are undoubtedly
important to these professionals, lets be honest salary is paramount.
As your partner, we can help you navigate the complex labor market and
offer the right salaries to the right people with our 2018 Paladin Salary Guide.
Our guide is one of many tools we provide to ensure you make the right moves
to stay ahead of your competition. It includes the most up-to-date compensation
figures and detailed job descriptions for creative, marketing, communications
and digital positions. With the guide, youre armed with the in-depth knowledge
you need to hire and retain the very best marketing talent.
Were confident our Salary Guide and our partnership will help you lead
the way through the competitive talent landscape in 2018 and beyond.
DAVID ALEXANDER, PRESIDENT
The agile and evolving marketer
1
2 Insights4 About the salaries6 Agency Account Services7 Art & Design8 Communications10 Copywriting11 Digital Design13 Digital Marketing
15 Digital Production16 Editing17 Marketing20 Media22 Public Relations23 Traffic & Production24 Video
2018 SALARY GUIDE

In an industry that moves as quickly as an express train, keeping pace with job trends can be a challenge. Creative professionals and the companies that employ them are faced with increasingly sophisticated technology and a competitive marketplace, creating both new opportunities and new challenges.
A Google Consumer Survey conducted by Paladin in 2017, which was distributed to more than 1,500 professionals in fields that include marketing, advertising, and PR, found that speed-to-hire is a current pressure point. While 90 percent of surveyed professionals and 93 percent of Millennials believe the hiring process should take less than 4 weeks, the average total hiring time takes closer to 43 days.
Still, creative professionals are eager to improve their careers, and are on the lookout for ways to do it. What follows is an analysis of this labor market, along with recommendations for making the most of your current and future creative talent.
Creatives are still critical to companies
According to the Bureau of Labor Statistics (BLS) Occupational Outlook Handbook, 2017-18 Edition1, those working in advertising, promotions and marketing face a promising future. Advertising, promotional, and marketing campaigns are expected to continue being essential as organizations seek to maintain and expand their market share, the BLS reports. As a result, employees with expertise in these fields will be needed to plan, direct, and coordinate advertising and promotional campaigns, as well as to introduce new products into the marketplace.
Creative and marketing professionals can expect an uptick in job opportunities in the months and years to come. Not only are positions in advertising and promotions expected to increase by 5 percent through 20242, but marketing manager jobs are estimated to grow 9 percent, which the BLS notes is faster than average.
Among creative professionals, marketing managers also stand to earn the highest salaries. Advertising and promotions managers stand to earn the most at firms that specialize in providing advertising and public relations services, as well as at organizations that manage companies and enterprises. Marketing managers, meanwhile, are earning the most in industries that encompass professional, scientific, and technical services, the management of companies and enterprises, finance and insurance, and manufacturing.
The potential for higher pay may be whats motivating creative professionals to leave themselves open to new opportunities. Paladins Google Consumer Survey shows that more than 32 percent of marketers are either looking for, or remaining open to, a different job. For Millennials working in fields of all kinds, that number jumps to nearly 35 percent.
Its important, therefore, for companies eager to enhance their creative expertise to leverage the power of recruiting. The ideal candidate may not come knocking at your door, but there are countless qualified professionals waiting for just the right offer.
To pique their interest, businesses should highlight salary, opportunities for growth and company culture, all of which were named as major considerations among our Millennial survey participants.
Conquer the ever-changing creative landscape
2 | paladinstaff.com/salaryguide

Prepare to compete with machines
In general, creative positions will be in high demand in the years to come, and the BLS notes they will continue to attract experienced candidates. To ensure that candidates have an edge, theyll need to zero in on the skills that will get them the farthest. For advertising managers, that includes Internet marketing and technology. Advertising managers who can navigate the digital world should have the best prospects, the BLS says3.
Based on a 2016 survey of U.S. adults4, Pew Research Center found that more than a third of American professionals believe an understanding of computer technology (40 percent), the ability to collaborate well with others from different backgrounds (35 percent), and training in writing and communicating (37 percent) are extremely important in the current job market. Arguably, this combination of hard and soft skills is especially beneficial to creative professionals, whose jobs require them to be both good communicators and tech-savvy individuals.
Creatives wont just be competing with others in their field, but with machines as well. For The Future of Jobs and Jobs Training5, a research study that explores the impact of automation and artificial intelligence on jobs, Pew Research Center asked technologists, scholars, practitioners, and strategic thinkers if, over the next 10 years, we are likely to see new educational and training programs materialize that can successfully train large numbers of workers to perform future jobs.
Pew Research Center found that while machines may be eating humans jobs talents, there are some skills that they simply cant replicate. Those surveyed said they believe workers of the future will learn to deeply cultivate and exploit creativity, collaborative activity, abstract and systems thinking, complex communication, and the ability to thrive in diverse environments.
Besides helping employees shore up these skills, businesses should prepare themselves to seek out creativity in other, less tangible forms. According to one Pew Research survey participant6, The skills necessary at the higher echelons will include especially the ability to efficiently network, manage public relations, display intercultural sensitivity, marketing, and generally what author Dan Goleman would call social and emotional intelligence. [This also includes] creativity, and just enough critical thinking to move outside the box.
Businesses that are able to recruit these talents stand to gain a competitive edge. Their employees will likely benefit as well. Past studies have shown7 that a high level of emotional intelligence the ability to recognize and assess emotions and non-verbal cues in others has been linked to higher pay. The better people are at recognizing emotions, the authors of the study wrote, the better they handle the politics in organizations and the interpersonal aspects of work life, and thus the more they earn in their jobs.
Through 2018 and beyond, creative professionals and the companies that hire them are poised to go far. All thats needed is the know-how to harness creative skills with speed and precision, and put them to work for your business.
1 Bureau of Labor Statistics, U.S. Department of Labor, Occupational Outlook Handbook, 2017-18 Edition, https://www.bls.gov/ooh/management/advertising-promotions-and-marketing-managers.htm#tab-6
4 Pew Research Center, The State of American Jobs, October 6, 2016, http://www.pewsocialtrends.org/2016/10/06/the-state-of-american-jobs/
5 Pew Research Center, The Future of Jobs and Jobs Training, May 3, 2017, http://www.pewinternet.org/2017/05/03/the-future-of-jobs-and-jobs-training/
6 Pew Research Center, The Future of Jobs and Jobs Training, May 3, 2017, http://www.pewinternet.org/2017/05/03/the-future-of-jobs-and-jobs-training/
7 Time, Your Emotional IQ Pre

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2018 Salary Guide - Paladin · PDF filePaladin in 2017, which was distributed to more than 1,500 professionals in fields that include marketing, advertising, and PR, found that “speed-to-hire”