CorpComms Magazine

More than 2.5 million Britons are out of work, the highest figure since the mid 1990s. While unemployment stories have centred on the collapse of traditional industries, this time there's been a cull of white-collar jobs with banking, local government and the civil service taking a hit (which, with a new regime, can only get worse).

But how is the corporate communications sector holding up? The last three years have been the toughest many have ever known. What is the temperature of the industry now: is it in terminal decline or is it rallying?

Ros Kindersley, managing director of recruitment consultants JFL, says things are at long last looking better. 'The job market, which has been absolutely dreadful for the last couple of years, is picking up which is very encouraging. We're starting to see people on the move and this has been prompted by greater confidence in the market,' she says.

And this new found confidence largely comes down to one thing: money. In the last three years, anyone with a good job in corporate communications has hung onto that post, grateful for anything. Now that things seem to be improving they are feeling somewhat less grateful - particularly if they haven't had a pay rise for two or three years. So the top corporate communicators are sniffing around for the scent of a better job elsewhere. 'This is the single most important factor driving the market at the moment. Salaries haven't risen for two to three years. Moving up is the only way to get more money,' adds Kindersley.

However, what people are not doing is taking a sideways move. The only way to get more money now is to take on more responsibility and, frankly, more work. Rebecca Whitney, partner at recruitment consultants Armstrong Hope, says: 'Where people were happy to stay put, concerned that the last in would be the first out, they are now saying Up with that, I will not put and looking for a new role.' And a new role means a step up the ladder if you want more money.

However, Crystal Walter, head of corporate practice at the VMA Group says that things are markedly better than last year. 'If you look at where we were last year, then overall we're got a 65 per cent increase in volume which speaks for itself. There's more confidence, more interest from clients in creating senior roles.'

And Nick Helsby, co-founder of Watson Helsby, adds: 'I can only speak for the more senior end of the market but it is pretty buoyant. We're not at the levels of two to three years ago, but for the last six months things have been pretty active. I think the new government is helping: businesses have a clearer idea of what will be happening in the future now and are more willing to commit to taking on new, senior corporate communicators to get their message across.'

Certainly, only the best will get anywhere in the current jobs merry-goround says Kindersley - because the dead wood has already been cut out. 'Those that are now looking for jobs are really the cream of the corporate communications industry. Those lower down have probably been made redundant or have left of their own accord,' she adds.

Proving added value

So, how do you get a top job in the current climate? Certainly, there's a lot more to it than just knowing the right people or hoping that your reputation will sell you to your target company. Companies now want value for money and that translates into more work for successful candidates - but, hopefully, more money and a more rewarding job.

Employers are demanding, for instance, that corporate communicators no longer just write a nice press release - but tweet it too. Whitney says: 'Candidates do need to be aware that employers need more bang for their buck. They will expect candidates to be fully conversant in social and digital media. Chief executives want good value for money and it is up to the candidate to show they offer that.'

Being an expert with new media can pay dividends - a recent survey by Watson Helsby found that 39 per cent of heads of digital communication at the top companies earn between £81,000 and £90,000. But the salaries commanded by three per cent of respondents came in at above £121,000. But being digitally-aware is not enough.

To get the best jobs, it will also help if the candidate is willing to turn their hand to other things - such as internal or investor relations. This is particularly important for those who may have performed these roles in a past life. Says JFL's Kindersley: 'To get a job now you have to be very flexible. You may have to be prepared to help out in other departments. Competition is fierce and you have to demonstrate that you will bring added extras to the role.'

There is no point chasing after jobs in some industries that now appear to be in decline. The new coalition government has to cut costs and that means a cull of civil servants in both local and national government. And when it comes down to cost cutting, a local council is going to find it much more popular with the locals to slash the members of the PR team rather than the dustbin men.

The news on salaries is also improving. Helsby admits that, while there have been 'no significant increases' in pay recently, 'companies may try to offer low salaries at first; their initial offer is going to be parsimonious. But they often increase it when they realise they need to get the best person for the job.'

VMA's Walter adds: 'We are now seeing an increase in the salaries top talent can command. The most senior posts are now commanding about ten per cent more than they were in 2008.'

Armstrong Hope's Whitney is also optimistic. 'Remember, in this recession we have had fewer redundancies in corporate communications than in previous ones, which I think is a really positive thing. It shows that chief executive officers have realised the value of corporate communications for their companies overall.

'While we've seen companies cutting back on their spending on external PR agencies, they aren't cutting back their in-house teams. They like the fact that they have more control over their own operations than they do with agencies - and that can only be good news for the corporate communications professional.'

There is another reason to be cheerful. UK corporate communications experts are internationally viewed as the crème de la crème - and thanks to increasing globalisation, a top corporate communicator should think about a move overseas. Says Walter: 'We've been working with companies in Europe, Asia and even as far away as Sydney, Australia who've been looking to fill top posts.'

Time to test your talents

VMA announced this month that it has opened an office in Brussels. It has also signed a partnership agreement in America with Patino Associates, a top executive search company, in order to expand its exposure to the US jobs market. Walter adds: 'UK corporate communications experts are in great demand internationally. Having experience at a high level in the UK market is a highly desirable attribute that top international companies want in their corporate communicators.'

So, as well as brushing up on your social and digital media skills, and being willing to turn your hand to other things to keep your would-be employer's money men happy, it also makes sense to get your language skills up to date. In today's ultra-competitive market, the best jobs - and the most money - will go to the multiskilled operator who can demonstrate all these talents.

But does such as person exist - apart from in the dreams of the men and women who run the executive search agencies? If you think you're the answer to that dream, now could be the time to think about moving job. Fortune, after all, favours the brave.

Salaries for heads of digital communications, consultancy sector

The highest salary reported was £160,000 while the lowest was £70,000. The differential can be attributed to the inconsistency in the size of the digital teams across agencies, relative importance attributed to digital function within consultancies, wide range of experience and backgrounds of individuals and different responsibilities and accountabilities.

Source: Watson Helsby

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