See the supply and demand for marketing professionals in the US consumer goods industry, as well as the top factors that marketers look for in a new job. Find more Talent Pool Reports: lnkd.in/TalentDemand Learn more about LinkedIn Talent Solutions: http://linkd.in/1bgERGj Subscribe to the LinkedIn Talent Blog: http://linkd.in/18yp4Cg Follow the LinkedIn company page: http://linkd.in/1f39JyH Tweet with us: http://bit.ly/HireOnLinkedIn

1. Talent Insights
Talent Pool Report
Technical - Consumer Goods Industry
Marketing Salespeople September 2012
Executive Summary Where should you look for talent?
Did you know that a consumer goods marketing • Hidden Gems: These mid-sized markets have relatively
professional living in New York is over two times more lower demand, meaning hiring is likely to be easier
likely to be contacted by a recruiter than a similar
marketing professional living in Philadelphia? LinkedIn • High-Demand: These are the largest markets, where
data shows that: overall demand is also highest and hiring may be difficult
• There are over 95,000 total consumer goods marketing • Saturated: These small to mid-sized markets also have
professionals throughout the United States very high demand, meaning hiring is likely to be difficult
• New York has the biggest population of talent, but also
has the highest demand of any other market
• Ohio’s major cities–Cincinnati, Cleveland, and Region Quadrant
Columbus–have the most over-saturated demand for
talent, making it hard to recruit in those markets 100 SATURATED HIGH-DEMAND
Chicago
• Medium, lower-demand markets like Philadelphia and 90
New York
City
Orange County are likely to offer untapped sources San Francisco Bay
of talent 80
Cincinnati
• Mobile and online marketing (e.g. SEM, PPC, Mobile
Marketing) skills are in high demand 70
• While this pool is driven primarily by compensation Dallas/Fort Worth Minneapolis/St. Paul
and benefits, they differ from other talent in that they Atlanta
Demand Index
Boston
60
value employers who are innovative and offer a strong Columbus, OH
Los Angeles
career path Cleveland/Akron, OH
Baltimore, MD Orange County, CA
50
Overview Philadelphia
40
A world of insights can be gathered from LinkedIn’s
175 million members - the world’s largest professional
network. “Marketing” is the third most searched term
among recruiters, showing that the market for marketing
30 HIDDEN GEMS
professionals is one of the hottest in the US. LinkedIn
recruiter activity and member data can be used to 500 1,000 2,000 5,000 10,000 15,000
determine supply and demand for this talent pool. A higher Supply (# Professionals)
demand index means that the average professional in a
region is receiving more contact from recruiters than peers
in other regions.
Which skills are in short supply?
Recruiter activity can also highlight which skills are in high
Demand based on recruiter activity on LinkedIn
demand. For consumer goods marketing professionals, our
Large, high-demand data shows that expertise with skills like mobile marketing,
regions
web analytics, pay-per-click (PPC), and search engine
marketing (SEM) is highly sought after on LinkedIn.
Professionals with these skills are up to 7x more likely to
DEMAND
be contacted by a recruiter. Therefore, expect to spend
Large, low-demand more time filling positions that require these skills.
regions “Hidden Gems”
SUPPLY
Number of talent pool members in each region

2. What do marketing professionals consider when evaluating a job?
Percentage who believe each attribute is important when considering a job opportunity
64%
EXCELLENT COMPENSATION & BENEFITS
67%
51%
GOOD WORK-LIFE BALANCE
53%
28%
STRONG CAREER PATH
40%
AN INNOVATIVE EMPLOYER (NOVEL 18%
WORK PRACTICES, FORWARD-THINKING) 33%
27%
ABILITY TO MAKE AN IMPACT
32%
A COMPANY CULTURE THAT FITS 27%
MY PERSONALITY 32%
AN ORGANIZATION THAT PRODUCES 12%
INNOVATIVE PRODUCTS AND SERVICES 25%
37%
JOB SECURITY
22%
US Average Marketing Professionals
How can you reach out to this critical talent pool?
Reach this critical talent by leveraging the assets you already have on LinkedIn. Beyond that, posting your marketing positions
on LinkedIn allows our matching algorithms to put those jobs in front of relevant candidates – active or passive.
1. Employees’ Networks
Engage with the talent already connected to your employees
Over 5.4M LinkedIn members – including your employees – are connected to this talent pool
2. Company Followers
Post relevant information about your company and industry
Members are nearly 3x more likely to apply for jobs at companies they follow
3. Company/Career Page
Give candidates a picture of what it’s like to work for your company
Showcase your employment brand with focused, targeted content
4. Targeted Advertising
Dynamically deliver your message to members that fit your opportunity - on and off LinkedIn
Drive traffic to your career page and jobs, or reach out to passive candidates directly
Want to learn more about how your company is already connected to this talent pool and how you can best leverage these
assets to reach this important talent pool for job opportunities? talent.linkedin.com
Survey Methodology: In July-August 2012, LinkedIn conducted online interviews among 4,897 members who reside in the United States.
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