Ad industry hiring heats up: 9% growth steady amid digital surge

The advertising and marketing industry in India is poised for steady growth, with a 9% increase in hiring intent, according to the latest Career Outlook Report HY2 by TeamLease Edtech. This surge underscores the transformative impact of digital platforms, e-commerce, and data-driven marketing strategies. For creative and advertising agencies, these trends present both opportunities and challenges in navigating a rapidly evolving landscape.

The report highlights how the rise of e-commerce and the growing dominance of digital platforms are reshaping advertising. Sectors such as FMCG, automotive, consumer durables, real estate, and tourism are leading the charge, leveraging superior targeting capabilities and cost-effectiveness to enhance consumer engagement.

Jaideep Kewalramani, chief operating officer and head of employability business at TeamLease Edtech, remarked, “We are living in a digital-first world where students aggressively investing in emerging marketing skills will unlock unprecedented career opportunities. With digital platforms reshaping consumer interactions, freshers equipped with marketing analytics, content creation, and technological insights are becoming the new catalysts of brand success.”

This digital transformation is particularly relevant for advertising agencies, which are increasingly tasked with creating impactful, data-driven campaigns. Brands are prioritising personalised consumer experiences, necessitating the need for expertise in analytics, content marketing, and emerging digital tools.

There are some high-demand roles in the sector, which include SEO executives that are critical for managing web visibility strategies, particularly in Mumbai. Market research assistants are also in demand, as they are responsible for analysing consumer data and market trends. The industry is also eager to sign up social media specialists, who are focused on creating engaging content and fostering brand interactions.

For aspiring professionals, the road to success lies in mastering both technical and soft skills. Core technical competencies such as SEO, social media management, content creation, and marketing analytics are essential. Additionally, certifications like Google SEO Fundamentals, Facebook Blueprint Certification, and Certified Market Research Analyst (CMRA) enhance employability.

Equally important are soft skills, including creativity, adaptability, communication, and collaboration. These attributes are indispensable in an industry that thrives on innovation and teamwork.

Mumbai and Bangalore emerge as the epicentres of hiring activity, with moderate growth observed in Gurugram and Pune. Agencies, which account for 60% of entry-level roles, are driving this hiring momentum.

Another report also underpins the same trend. According to Kraftshala’s Digital Marketing Trends Report 2024, agencies hire five times more entry-level talent compared to brands, highlighting their dependence on fresh talent. One of the most striking findings of this report is the surge in programmatic advertising.

According to the TAM-AdEx report for January to June 2024, programmatic ads accounted for 88% of digital ad impressions in India. This trend reflects the growing importance of technical specialisations and the adoption of advanced technologies.

The demand for roles in programmatic advertising and e-commerce is on the rise, presenting a lucrative avenue for agencies to invest in talent that can drive sophisticated, data-led campaigns. For agencies, this means not only hiring fresh talent but also upskilling existing teams to stay competitive.

While the growth in hiring intent signifies positive momentum, it also highlights a critical challenge for agencies: the need to continuously adapt to changing technologies and client expectations. The reliance on fresh talent underscores the importance of robust training and mentorship programs to bridge skill gaps and ensure that new hires can contribute effectively.

For creative agencies, the implications are clear. The focus on digital-first strategies demands a blend of technical expertise and creative ingenuity. Agencies that can harness the potential of fresh talent while fostering innovation will be best positioned to thrive in this dynamic environment.

As the advertising and marketing sector evolves, the steady 9% hiring intent signals a robust demand for skilled professionals. For agencies, the emphasis on digital marketing and content creation offers a pathway to growth but also calls for strategic investments in talent and technology. By embracing these changes, agencies can not only meet client expectations but also set new benchmarks for creativity and effectiveness in the digital age.