Marketing research and analytics command salary premium: report

Marketing research and analytic skills are most likely to command a salary premium in the industry, according to the latest Robert Half employment data.

The talent solutions/consultancy’s survey is based on online survey responses from more than 1,750 workers and 1,800 managers in Canada with hiring responsibilities, spanning marketing and creative, finance and accounting, tech, legal, administrative and customer support, as well as HR professions.

The data reveals that when it comes to marketing and creative, research and analytics is the top skill for commanding a hiring premium, according to 26% of hiring managers. This is followed by marketing automation (20%) and SEO/SEM (20%), creative development and art direction (19%), and leadership/management experience (19%).

The data reveals that 53% of hiring managers report that, thanks to AI, there has been a shift in high-demand skills, while 34% report using more contract workers or marketing consultants, and 29% report hiring more overall.

The Robert Half research reveals that marketers and creatives are using AI for data analytics and reporting, forecasting and predicting sales, measuring campaign performance, audience segmentation and personalization. The numbers also reveal some employers are concerned that over-reliance on AI tools will negatively affect the creative process, and professionals worry their skills may become less valued.

Across multiple professions, meanwhile, salary continues to be the biggest priority due to increases in cost of living: 92% of all professionals are concerned about inflation outpacing salary growth, while 51% report feeling underpaid.

“In addition to benchmarking salaries, businesses need to ensure they have efficient hiring processes and that they are offering attractive perks and benefits, flexibility in the workplace, and upskilling opportunities to hire, retain and train top talent in this evolving labour market,” says David King, senior managing director, Robert Half, Canada and South America.