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Demand for advtg & mktg talent in the Philippines steady: Report

The Philippines continues its winning streak for online hiring in the Marketing and Advertising sector, recording double-digit growth of 16 per cent for the month of August.

These findings are the result of the latest Monster Employment Index (MEI), a monthly gauge of online hiring activity across Singapore, Malaysia, and the Philippines tracked by Monster.com. It comprises data of overall hiring activity in each country, as well as specific data in the advertising and marketing sector.

The numbers reported by the Philippines for August are in line with the double-digit growth displayed during June and July, at 13 per cent and 16 per cent, respectively. However, the year-on-year growth in online hiring activity for the Philippines was identical during the months of July and August.

Lagging behind the Philippines were its neighbours, Singapore and Malaysia. Both countries failed to clock in as sizeable results for the month of August, with Malaysia experiencing an annual decline of 8 per cent.

Though positive, Singapore’s year-on-year growth for marketing talent in August was a mere one per cent, marking a five per cent drop from the six per cent annual growth recorded in July. Malaysia was consistent in its subpar performance in terms of growth in the advertising and marketing sector, reporting an eight per cent annual decline for both July and August.

The Philippines also excelled in online growth of marketing and communication roles for the month of August, recording double-digit growth of 18 per cent. This is in line with July’s year-on-year growth of 19 per cent. Singapore and Malaysia did not perform as well for roles in the marketing and communication sector, recording a year-on-year decline of one per cent and four per cent in August, respectively. Singapore had plateaued at 0 per cent for July, while Malaysia was steadfast in its negative performance during the months leading up to August.

“Mobile advertising and marketing is slowly gathering steam in a number of Southeast Asian economies. This can be attributed to the fact that a number of countries in this region, especially developing ones rely massively on smartphones and similar handheld devices to access the Internet. There has been a flurry of activity in the industry regarding mobile-optimised applications, websites and content. Digital marketers and content experts must upskill to match this demand in the workforce to be mobile-ready,” said Abhijeet Mukherjee, CEO at Monster.com – APAC and Middle East.