report marketing networking - 24.10.12
TRANSCRIPT
Marketing Career Trend 2012
Tram Tran – ESS Director
Oct 24th 2012
1.Market Overview
2.Marketing HR Market
3. Competencies and Remuneration
4. Summary
1. Market Overview
Market Overview
• High real inflation
• VND value less
• Risk of stagnation
• Business suffering from weak global growth & domestic demand
0.89%
1.32%
0.12% 0.08% 0.06%
-0.43%-0.57%
0.66%
1.21%
0.40%
-1.00%
-0.50%
0.00%
0.50%
1.00%
1.50%
Jan Feb Mar Apr May Jun Jul Aug Sep Oct
CPI 2012 – HCMC
Source: Statistical Office in HCMC
Market Overview
• Common solutions to go through the crisis alive:
To increase product/ service price reasonably
To increase productivity efficiently
To accept to reduce profit
To trim down business and stay focused
Staff Turnover Across Industries 2012
19.3% 18.6% 18.5%
16.2% 16.2%15.3% 15.3% 14.8%
12.1%10.4%
5.9%
9.8%8.4% 8.6% 8.3% 9.0% 8.6%
3.6%
6.2%4.8% 4.7%
3.3%
0.0%
5.0%
10.0%
15.0%
20.0%
25.0%2011
2012
Source: Mercer Survey
• Hi-tech has the highest rate while Oil & Mining has the lowest
• Less movement in all industries: in 2012 7.6% >< 16.9% in 2011
L&A’s Survey
13%
87%
Local
MNcs
Total No. of Participants: 259
13% participants – Local, 87% participants - MNCs
L&A’s Survey
21%
23%
6%13%
8%
3%
16%
4%2% 5%
Consumer Goods
Manufacturing
Trading
Hi-Tech
Real Estate/ Contruction
Pharma
Banking/Investment
Chemicals
Logistics/Forwarding
Others
Total No. of Participants: 259
Hiring Trend by Industry 2011- 2012
21.5%
14.3%
9.2%9.8%
11.3%
3.4%
6.7% 7.0% 7.0%
18.7%
11.5%
9.9%8.5%
7.4%
4.7% 4.4%3.4% 4.3%
0.0%
5.0%
10.0%
15.0%
20.0%
25.0%
2011
2012
Source: L&A database
Trading & FMCG at the top while Chemical/Supply Chain at the bottom
Hiring Trend By Job Functions
Source: L&A database
20.0%
8.4%
6.0%
14.5%
9.8%
6.5%
12.0%11.0%
9.0%
5.5%
18.5%
10.4%
8.0%
11.3%
8.4%
4.5%
8.4% 8.6% 7.5%
2.27%
0.0%
5.0%
10.0%
15.0%
20.0%
25.0%
2011
2012
Sales & Marketing has the highest rate while Executive has the lowest
HR Issues & Market Actions
• War for talent continues because of shallow pool of
managerial & technical talents.
• Hiring intention predicted in 2012:
Adding headcounts: 75 %
Not changing headcounts: 25%
2. Marketing HR Market
What Happens – Marketing Sector?
Followed by:
• Technical Engineer
• Finance Manager
• Human Resources
Top 2 – Difficulty in recruiting
Job Family Level Actual Title
Sales ManagementProfessional
Sales Mgr/ Exe
Marketing Management Marketing Mgr
Top 2 – Difficulty in retaining
Job Family Level Actual Title
Sales ProfessionalManagement
Sales Exe / Mgr
Marketing Management Marketing Mgr
Followed by:
• Financial Analyst
• Finance Manager
• Human Resources
Manager
How’s Marketing Market?• Email Marketing & Social Media Marketing are top beneficiaries
of healthy 2012 marketing budget
Increase : 51%
Decrease: 8%
Remain: 41%
• Online growth 18% >< 4% Traditional advertising increase
Source: Zoomerang Survey
How’s Marketing Market?
14%
28%
4%1%
7% 5% 2%
23%
3%
28%
18%
60%
37%
16%
37%
55%
18%
8%
0%
10%
20%
30%
40%
50%
60%
70%
%Decrease
%Increase
Budgets for Marketing Activities in 2012:
Source: StrongMail Survey
Marketing HR Needed
18%
9% 9%
16%
14%
5%
7% 7%
2% 2% 2%
7%
12%
8% 7%
12%
18%
10%9%
10%
5%
1% 1%2%
5%
0%
2%
4%
6%
8%
10%
12%
14%
16%
18%
20%
2011
2012
• More vacancies in 2012 10.4% vs 8.4% in 2011
• Increase in Digital, Creative, Art and Strategic Planning…
Source: L&A database
3. Competencies and Remuneration
What Employers Need from Marketers?
15%14%
25%
22%
14%
10%
20%22%
20%
16%
0%
5%
10%
15%
20%
25%
30%
2011
2012
Core competencies
What Employers Need from Marketers?
1. Business savvy
2. Analytics & interpreting data
3. Curiosity, agility
4. Understanding technology
5. Understanding sociology
How Much Would They Pay for Directors?
$2.8K $2.8K $2.8K $3K
$5K$4.5K
$4K
$3.5K $3K$3.5K $3.5K $3.5K $3.5K
$0
$1,000
$2,000
$3,000
$4,000
$5,000
$6,000
2011
2012
• All positions are kept the same range except for some specialized ones.
• Incentives will continue to be used as motivation tools.
Source: L&A database
And For Managers?
$1.8K $1.8K
$1.5K
$2K $2K
$1K
$1.8K
$1.5K
$1.5K $1.5K$1K $1K
$0.8K
$0
$500
$1,000
$1,500
$2,000
$2,5002011
2012
Source: L&A database
4. Summary
SummaryWhat is the Outlook?
• Market competitiveness is becoming more important.
Year Inflation (%) Average salary Increase (%)
2011 18.1 15.2
2012 9.5 13.3
2013 5.9 13
• Talent model changes: New talent acquisitions vs In-house
talent development vs Outsourcing
• Positive view on long-term economic growth, competition for
talent will remain fierce.
Summary
Company hiring intention predicted in 2013:
Reduce headcount: 3%
Add headcount: 68%
No headcount change: 29%
Marketing is ranked top 3 in hiring
Digital Marketing (DM):
Hiring 17%
Salary Increase 18.6%
General Marketing (GM):Hiring 8%
Salary Increase 0%
Thank you!
Executive Search Team
F: 08.54456626 ext 356
W: http://www.l-a.com.vn