CREATIVE & MARKETING SALARY GUIDE Contents 2 Hiring Trends in the United States 24 Salaries: Canada 10 How to Use Our Salary Tables 30 Adjusting Salaries for Canadian Cities 11 Salaries: United States 31 Trends in Benefits and Perks 17 Adjusting Salaries for U.S. Cities 34 Additional Resources 22 Hiring Trends in Canada 35 About The Creative Group The Salary Guide is solely for noncommercial use, and the copyright is the exclusive property of Robert Half International Inc. This guide shall not be reproduced or disseminated in any part without Robert Half’s written permission. © 2020 Robert Half International Inc. Quick Links Hiring Trends: U.S. Hiring Trends in the United States Using the Salary Tables The global pandemic and business downturn Who’s hiring? are disrupting industries and changing customer Salaries: U.S. habits and preferences. Creative and marketing The economy has slowed, but there's still professionals are playing a key role helping competition for creative, digital and marketing Adjusting firms navigate this environment by promoting talent. Healthcare, technology, manufacturing, Salaries: U.S. new and revamped offerings, improving insurance, finance and education firms in particular are looking for these professionals. Hiring Trends: customer experiences, and expanding digital Canada services for companies that were largely brick- and-mortar before the COVID-19 pandemic. Salaries: of managers are Canada Robert Half, parent company of The Creative comfortable conducting Group, has been reporting hiring trends and a remote hiring process. Adjusting 95% salary forecasts for 70 years. As the world’s Salaries: Canada Source: Robert Half survey of more leading specialized staffing firm, we are an than 2,800 senior managers in the U.S. Benefits authority on hiring in the creative and marketing and Perks fields. This guide covers shifts our recruiters have identified in the industry and the starting Resources pay we expect to see for positions in 2021. About Us © 2020 Robert Half International Inc. 2O21 SALARY GUIDE | THE CREATIVE GROUP | 2 Quick Links Hiring Trends: U.S. Top 3 Hiring Changes Companies Using the Salary Tables Made Because of COVID-19 Salaries: U.S. Adjusting Salaries: U.S. Hiring Trends: Canada Salaries: Conducted Shortened the Advertised Canada remote interviews hiring process fully remote jobs Adjusting and onboarding Salaries: Canada U.S. 54% U.S. 42% U.S. 42% Benefits and Perks CANADA 50% CANADA 33% CANADA 32% Resources About Us Multiple responses were permitted. Top responses are shown. Source: Robert Half survey of more than 2,400 senior managers in the U.S. and more than 500 senior managers in Canada © 2020 Robert Half International Inc. 2O21 SALARY GUIDE | THE CREATIVE GROUP | 3 Quick Links Professionals with digital marketing and Hiring Trends: Digital marketing and customer Marketing teams increase focus U.S. experience move ahead design experience who can support these new on digital opportunities:* priorities are in high demand. Employers are Using the Consumers unable or reluctant to visit retail interested in candidates with experience using Salary Tables stores during the pandemic are embracing marketing automation and demand generation online purchases. In a poll published by software, customer relationship management Salaries: U.S. The CMO Survey, marketers said they expect systems, search engine optimization (SEO) and 61% this growing digital interaction with businesses search engine marketing (SEM) tools, and other Adjusting to be a permanent change in consumer Salaries: U.S. e-commerce platforms. Creative professionals behavior. That means it is more important with expertise in user experience (UX) and of marketing departments Hiring Trends: than ever for firms to deliver quality digital user interface (UI) design and front-end web have pivoted resources to Canada experiences and marketing campaigns. development will also be sought as companies improving customer-facing further invest in these areas. digital interfaces. Salaries: Companies recognize the pressing need Canada to invest in e-commerce. Of the marketers Artificial intelligence (AI) and machine learning surveyed, 61% said they have pivoted their are helping marketing professionals with Adjusting resources to improving customer-facing goals such as increasing website click-through Salaries: Canada digital interfaces, and 56% are changing their rates, improving customer engagement and 56% Benefits go-to-market business models to concentrate predicting the success of campaigns. An MIT and Perks on digital opportunities.* Technology Review Insights survey of business are changing their business Resources models to focus on digital opportunities. About Us * Source: Special COVID-19 Edition, survey of 270 marketers at for-profit U.S. companies; The CMO Survey © 2020 Robert Half International Inc. 2O21 SALARY GUIDE | THE CREATIVE GROUP | 4 Quick Links leaders found that AI is being deployed in remotely. Now, flexible work arrangements are Hiring Trends: U.S. 33% of sales and marketing departments; an increasingly important hiring and retention respondents expect that to jump to 59% strategy. In a Robert Half survey conducted Using the by 2022.* during the pandemic, 74% of workers said they Salary Tables would like to telecommute more often after For businesses to survive and thrive, online stay-at-home advisories end.** Companies that Salaries: U.S. content and messaging has to rise above the have reopened their offices are making sure noise. Content strategists and copywriters will employees both on-site and at home continue Adjusting be key players in helping campaigns stand out Salaries: U.S. communicating and collaborating effectively. 60% and resonate with customers. Additionally, Hiring Trends: formerly in-person events such as conferences With more people in the job market and Canada or trainings that now take place virtually may remote work allowing employers to search of workers who transitioned remain digital going forward, changing for candidates anywhere across the country to a remote setup said their Salaries: frameworks for how creative and marketing — and around the globe — the talent pool work-life balance has improved Canada employers provide content, generate leads is deeper. But hiring managers still face without a commute. and interact with consumers. challenges. An open role that might have Adjusting attracted a dozen creative and marketing Source: Robert Half survey of more than Salaries: Canada 770 workers in the U.S. Hybrid on-site and remote teams candidates a year ago can now bring in a Benefits are the new normal flood of applications to sort through. To cope, and Perks employers are getting help and advice from Even before the pandemic, many design and specialized staffing agencies. Resources marketing professionals were used to working About Us * Source: The Global AI Agenda, survey of 1,004 business leaders worldwide; MIT Technology Review Insights; 2020 ** Source: Robert Half survey of more than 1,000 workers in the U.S. © 2020 Robert Half International Inc. 2O21 SALARY GUIDE | THE CREATIVE GROUP | 5 Quick Links Having a virtual team also means onboarding provide a cost savings to firms in terms of Hiring Trends: must now be conducted remotely for many leased office space. U.S. Hot Jobs new hires. This step can’t be skipped, as there Using the is a risk people will otherwise feel isolated from Some employers are considering offering Salary Tables the team and unsure of their responsibilities, smaller salaries to remote recruits in cities with • Communications specialist lower costs of living. This can be tricky, though, the organization’s culture and how their • Content strategist Salaries: U.S. contributions make an impact. Savvy hiring because it entails issues such as different labor managers are arranging video sessions to and taxation laws and the overall fairness of • Copywriter Adjusting the policy. Whether an employee is remote or Salaries: U.S. introduce new staff to current employees, • Digital strategist asking team members to say something about on-site, attracting top creative and marketing • E-commerce marketing manager Hiring Trends: themselves and briefly describe their role in staff requires salaries that are in line with or Canada the group. Managers are also pairing new above those offered by other firms. • Front-end web developer hires with peers or mentors who stay in touch • Graphic designer Salaries: during the first weeks or months of the Canada • Instructional designer employee’s start date. of employed workers who plan to look for • Marketing analytics specialist Adjusting Compensation must remain a new job said higher Salaries: Canada • Marketing automation specialist competitive 48% compensation would Benefits convince them to stay. • SEO/SEM specialist and Perks The move to virtual teams has allowed Source: Robert Half survey of more • UX/UI designer companies to look for talent outside their than 890 workers in the U.S. who Resources geographic location. Not only does this said they plan to look for a new job • UX researcher increase their chances of landing workers • Video producer About Us with hard-to-find skills, but it can also © 2020 Robert Half International Inc. 2O21 SALARY GUIDE | THE CREATIVE GROUP | 6 Quick Links Hiring Trends: More than 8 Why managers say they are concerned U.S. in 10 managers Using the Employee morale has suffered. Salary Tables in the U.S. and Salaries: U.S. in Canada are Employees are managing heavy workloads and Adjusting concerned face burnout. Salaries: U.S. about retaining Hiring Trends: Canada valued employees. Salaries have been cut with no plans for raises. Salaries: Canada Staff are dissatisfied Adjusting with management. Salaries: Canada Benefits Employees have lost interest and Perks in working for the company. Resources United States Canada About Us Multiple responses were permitted. Top responses are shown. Source: Robert Half survey of more than 2,800 senior managers in the U.S. and 600 senior managers in Canada © 2020 Robert Half International Inc. 2O21 SALARY GUIDE | THE CREATIVE GROUP | 7 Quick Links Inclusion and diversity are key Staffing for business resilience Hiring Trends: Emerging U.S.