Emily Tan
Dec 17, 2014

Four in 10 marketers will look for a new job next year: Font

ASIA-PACIFIC - Dissatisfaction with pay and benefits, lack of professional development and long working hours, in that order, are prompting 42 per cent of marketers in the region to look for new jobs next year, according to recruitment company Font.

Four in 10 marketers will look for a new job next year: Font

Furthermore, almost two-thirds (63 per cent) will be having a good think about their career goals this holiday season, according to the recruitment firm's survey of 276 marketing, digital, communications and creative professionals across Singapore, Hong Kong, Malaysia and New Zealand. 

Of the countries surveyed, Singapore had the highest rate of job dissatisfaction, with more than half (51 per cent) indicating they would hunt for a new job next year. 

For companies looking to make their marketing department happy this Christmas, ideal 'gifts' include a cash bonus (33 per cent), additional days off (26 per cent) and a company Christmas meal (24 per cent). 

“The Christmas period is a great chance for employees to show commitment and
drive by speaking with employers about their desired career direction," advised Priya Bala, regional director at Font. "Managers and HR teams should also communicate with staff about development opportunities and company plans. If employees can see where their career is headed, they are more likely to stay committed and motivated to develop with the company.”

Christmas marketing trends

Going off on a slight tangent, the survey also asked marketers about marketing strategies this Christmas. The study found that 37 per cent believe social media is the most effective platform for Christmas marketing, followed by digital advertising (21 per cent) and, surprisingly, print (19 per cent). 

But even though 79 per cent are sure that Christmas marketing is a worthwhile investment, only 58 per cent are actually rolling out their own campaigns. 

This finding mirrors the region's attitude toward digital campaigns, according to an earlier study by Adobe and the CMO Council. Liz Miller, SVP of the CMO Council, commented at the time that "inflated optimism” is getting marketers in the region excited about the prospects of digital marketing and leveraging data, but “scepticism” is holding back actual follow through beyond basic measurement practises.

In the region, Coca-Cola was voted as the most popular brand associated with Christmas (22 per cent), followed by Starbucks (6 per cent) and Marks & Spencer (5 per cent). 


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