Survey reveals some common hiring hurdles for employers

Developing competitive compensation packages and negotiating salaries among challenges

Posted October 12, 2016

With unemployment rates trending below average, hiring top talent can bring employers a number of challenges. A recent survey shows that generating interest from qualified candidates is the biggest obstacle for 31 percent of advertising and marketing executives. Another 28 percent said developing compensation packages and negotiating salaries is their greatest challenge.

The research conducted by the Creative Group shows that presenting a competitive job offer is important for sealing the deal with top applicants. When asked to name the most common reason candidates decide not to join their company, 27 percent of executives surveyed said it's because their compensation and benefits are lower than expected.

Advertising and marketing executives were asked, "Which one of the following aspects of the hiring process do you find the most difficult?" Their responses:

  • Generating interest from qualified candidates — 31 percent
  • Developing compensation packages and negotiating salaries — 28 percent
  • Reviewing application materials — 14 percent
  • Creating job descriptions — 13 percent
  • Asking the right interview questions — 10 percent
  • Don't know — 3 percent

Executives were also asked, “Which one of the following is the most common reason candidates turn down a job offer from your company?” Their responses:

  • Accepted another job offer or counteroffer — 35 percent
  • Compensation and benefits are lower than expected — 27 percent
  • Limited opportunities for career growth or advancement — 17 percent
  • Poor fit with the job description — 9 percent
  • Limited employee perks — 7 percent
  • Poor fit with the corporate culture — 3 percent
  • Not applicable — 1 percent

According to the newly released Salary Guide from The Creative Group, starting compensation for creative professionals is expected to increase 3.6 percent in 2017. In-demand positions, such as user experience and mobile designers, are likely to see even bigger gains.

About the research
The survey was developed by The Creative Group and conducted by an independent research firm. It includes responses from 400 U.S. advertising and marketing executives.


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