The Confident Copywriter

A recent survey, The Creative Group Hiring Index for Marketing & Advertising Professionals, offers a surprising – or not so surprising – peek into the near future of the industry, depending on your point of view.

It is no surprise that hiring for ad jobs is flat. 13% of industry execs polled claim they will increase staff, while 12% plan to decrease staff. It’s a wash out. However, 45% of those responding to the survey cite finding skilled professionals as a major challenge.

Are all the ‘good ones’ working for the few agencies who have managed to survive thus far? Or could it be that the soft economy has caused companies to expect so much more out of applicants? 45% is quite high, so something is causing this perception.

Which skills are most in demand?

• Web design/production
• Print design/production
• Creative and art direction
• Account services
• Marketing research
• Interactive
• Public relations
• Brand and product management
• Media services
• Copywriting

Ok. So it’s not looking good for ad agencies, but we all knew that. What about copywriters, at the bottom of the potential hiring list?

Perhaps it’s not as bad as it looks. According to Donna Farrugia, executive director of The Creative Group, a Menlo Park, Calif.-based marketing and creative staffing agency who conducted the national study, “With lingering uncertainty about the economy, many companies are using freelancers or consultants to fill their staffing needs until they are confident of their ongoing business demands. Employers also are re-evaluating their personnel requirements to ensure they have the right people in place to capitalize on emerging opportunities as the economy improves.”

Hope springs eternal.