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

E: ess@l-a.com.vn

W: http://www.l-a.com.vn