Indonesia sees at least 20% increase in marketing and advertising jobs

Indonesia has seen a 20% to 25% increase in job opportunities for marketing, advertising and PR this year, compared to Q3 2020, statistics from Michael Page Indonesia showed. Oliza Azwan, associate manager at Michael Page Indonesia, told MARKETING-INTERACTIVE that following the advancements in the digital industry, the marketing and advertising scene saw a shift in demand towards digital-fused skills with data-driven skills.

These include digital marketing, digital media strategist, online marketing, internet marketing, performance marketing, marketing ads - optimisation, digital product marketing, digital content marketing, and creative marketing.

At the same time, Indonesia saw a dip in demand for traditional marketing roles, with hiring managers seeking talent with combined digital exposure with marketing skills. 

The country also saw an increase in positions that require qualitative and quantitative research and insight background. Meanwhile, talent with experience working in tech companies or digital-centric companies, with high complexities exposure and sound crisis management skills, are highly sought after in newly founded tech startups.

Azwan said: "The hiring trend is to work for tech and digital companies now. Many are actively looking for new work opportunities in tech companies. It used to be just with the technical roles. However, more roles ranging from the junior to senior levels outside of technology skills are now coming into demand."

However, the pandemic brought about demand and supply issues in the market. According to Azwan, Indonesia's social restrictions had driven brands to pivot or accelerate their digital growth. This led to high demand for digital marketing talents in digital enterprises such as tech startups, tech unicorns, and offline companies; especially when it comes to skills in media placement such as cost-saving on TikTok, Facebook and Google Ads. "The reality is a limited talent pool in Indonesia where every professional is in a new interview process with multiple companies," she said. 

Another factor Azwan highlighted was how PR talents in PR agencies are usually too seasoned that they lack the ability to be agile to join tech start-ups, despite wanting to work in digital. Hence, companies resort to hiring junior level PR talents - those who are "not so much the strategic thinkers but have the muscles to execute what's been instructed".

As for advertisers in Indonesia, many agencies have been losing their talent to tech companies as advertisers' resilience and ability to work long hours are sought after among tech companies, said Azwan. Tech companies would offer better salary and benefits to make themselves more lucrative.

Separately, Michael Page Indonesia's Talent Trends 2021 report showed that digital marketing was ranked fifth among the job types with the most hiring activity in Indonesia. The report added that 72% of companies surveyed cited skills set and experience as an area of concern when hiring new talent; followed by headcount budget (45%), cultural fit (43%), and soft skills (16%). At the same time, 70% of Indonesians surveyed cited remuneration and benefits as their top consideration when accepting a job offer.

However, Azwan said that the main issue lies with agencies that bond their employees with longer notice periods across all levels. "This can be a deterrent for employees to make a job move, and for future employers to hire. Sometimes a penalty could apply too," she said. 

The report also spotted several trends that are becoming apparent and will continue to develop in the coming years. One such trend is the growth in demand for contractors and temp staff. This trend comes following the pandemic, as this would provide companies the flexibility needed during periods of uncertainty. Additionally, candidates who present the right mix of experience and soft skills will command high salaries as they become aware of the heightened demand for them, which is expected to rise even more when the market returns to normal.

Other trends include the growing importance of the human aspects in jobs - such as soft skills, human interactions and cultural fit - and businesses' increased focus on defining their mission and vision, and effectively communicating them to stakeholders, clients and prospective employees.

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Photo courtesy: 123RF

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