In Russia, the demand for specialists in the field of marketing, advertising and PR has recovered
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In Russia, the demand for specialists in marketing, advertising and PR has recovered: the number of vacancies in the segment increased in April by 42% year-on-year, returning to the level of early 2022. Market participants confirm the growing demand for promotion specialists due to the increase in budgets and the emergence of new advertisers in different segments.
Kommersant got acquainted with the report of HeadHunter and the PR Perfect communication agency on the dynamics of the number of vacancies and applicants for work in the field of marketing, advertising and PR in April compared to the same period in 2022. It follows from the document that the number of vacancies in the field increased by 42% year on year. The total number of vacancies in Russia in the field of marketing, advertising and PR in April amounted to 36.6 thousand (HeadHunter evaluates these specialties as one category).
Last spring, at the outbreak of hostilities in Ukraine, the demand for marketing, advertising and PR specialists in Russia fell sharply – the number of vacancies decreased by 44% from March 28 to April 3, 2022 compared to the period from February 14 to 20, and the number of resumes increased by 11% (see Kommersant dated April 15, 2022). At that time, experts attributed the imbalance to the departure of foreign brands as customers and employers.
Since December 2022, the growth in the number of resumes began to slow down and by the end of April it had practically stopped, amounting to only 1%, the report notes. At the same time, the level of competition (ratio of resumes to vacancies) in the field of marketing, advertising and PR has decreased: in April 2022, there were 15.3 resumes per vacancy, and this year – 10.9.
The level of salaries in the field has increased compared to last year, as well as the expectations of applicants. So, at the end of April, employers are ready to pay an average of 54 thousand rubles in the country. (a year earlier – 48 thousand rubles). Salary expectations of specialists at the end of April rose to 67 thousand rubles. against 61 thousand rubles. a year earlier. There have been no sharp fluctuations in salaries and salary expectations since the beginning of 2020, the report says.
The share of advertisers planning to increase the budget in 2023 increased in the first quarter year-on-year from 40% to 53%, calculated by NMi Group and RACA. Of these, 85% already implemented advertising campaigns in the first quarter and 74% plan to maintain marketing activity until the end of the year (see Kommersant dated April 24).
The revival of the market is the merit of employers, says NMi Group HR Director Lyudmila Likhova: “Today, employer players, having gone through a difficult legal path, localized, landed client lists, and opened a recruitment.” In her opinion, the market is recovering, and workers in managerial positions are stable and less mobile.
Many companies purposefully avoided excessive publicity in order not to fall under sanctions, so activity in this direction was low, Oksana Pakhomova, HR Director of Hi-Tech Group, believes: “Now that the situation has more or less normalized and business can navigate the new realities, it is necessary be seen again.”
In addition to the fact that many departed brands have been replaced by others, news regularly appears in the media that foreign corporations are opening vacancies in the Russian market for marketers and advertisers, adds Kristina Petrova, founder of PR Perfect.
Positions such as a marketer and PR specialist always suffer when budgets are cut, and, on the contrary, are in demand when a business develops, because someone needs to competently tell the audience about this, so now the business is recruiting teams, says independent PR expert Irina Peterson.
The trend, adds Epicstars CEO Denis Volkov, was also influenced by the emergence of new brands that require skillful and fast promotion; the dramatic development of the blogosphere, requiring multi-level qualification skills from marketers; the emergence of new, unusual formats and tools in social networks and online platforms, including those using artificial intelligence.
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