Shortage of skilled marketers plagues local industry

The continuing skills shortage in the Australian marketing and advertising sector and demand for senior marketers has reached “extreme” levels, according to the latest Clarius Skills Index.

The quarterly report, which analyses shortage and over-supply in a range of occupations, has indicated that 'Advertising and Sales Managers' and 'Advertising and Marketing Professionals' were among the occupations with the highest levels of shortage in the June quarter.

In the last quarter, there was a shortage of 4,900 skilled workers, with demand for 4,000 advertising and sales managers, and a need for 900 advertising and marketing professionals in Australia.

The shortage of advertising and sales managers has been upgraded from “Very High” in the March quarter to “Extreme” in the June quarter, while the shortage of advertising and marketing professionals has been bumped up from “Balanced” to “High”.

According to the report: “The Index is reporting a shortage in the senior end of the sales, marketing and advertising sector. As a result of the deflated retail climate, organisations are desperate to et a marketing edge and sales.

“Anyone that can generate income and create wealth across all sector is in high demand.

“However high calibre candidates simple don't want to move. Their view is 'better the devil you know'. They also understand that creating sales is a pretty challenging thing to do in this market.”

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