Hiring insights: What's happening in the Australian recruitment market in the Marketing and Advertising industries?

Dene Gambotto • March 1, 2022

What's happening in the Australian recruitment market in the Marketing and Advertising industries?
Our consultants are busier than ever working on an all-time high number of new briefs. Strong candidates are being snapped up quickly so unless agencies and companies can move candidates through the recruitment process relatively quickly, they’re missing out. The biggest challenge is that the market for talent has never been tighter, so roles are taking longer to fill, and hiring managers are faced with far less choice.

The contract or freelance market does not exist due to the lack of international candidates here to make that market possible. Counteroffers are common, salaries are on the up and teams are finding themselves under-resourced.

Why is there a talent shortage?
One of the key visas we rely upon in Australia for talent is the Working Holiday Maker program, with granted visa numbers down by 98% in FY 20/21 compared to the previous FY 19/20. The good news though is that in the first half of FY 21/22 we have seen a huge increase of 4194% granted visas!

However, there is an issue that although the visas are being granted, many of those visa holders haven’t yet moved to Australia due to hesitancy after our recent outbreak and lockdowns. In fact, between November 2021 and March 2022 only 5,600 WHM visa holders have arrived in Australia and there is an estimated 25,500 WHM visa holders currently granted that haven’t arrived yet.

Worth noting is that 32% of our roles in 2019 were filled by overseas talent - with close to zero in 2020 and 2021, but with border restrictions changing and WHM visa numbers increasing, we are expecting to see an increase in available talent this year.

Working Holiday Maker visas granted
FY 19/20 - 35% decrease from previous FY
FY 20/21 - 98% decrease from previous FY
Half FY 21/22 - 4194% increase from same period July 2020 – Dec 2020 (only 348 WHM visas granted in that period)

It's a candidate short market
A common misperception is that COVID-19 has meant there are lots of people unemployed looking for jobs, when in fact, most agencies and businesses didn’t make any redundancies, they simply reduced their employee’s days or hours, which have now reverted back to full time. They also did not hire junior talent and graduates throughout 2020 and 2021.

Applications per job ad are down
Job applications are a good gauge for the candidate market, indicating how many people are looking for or wanting to move jobs. In our 14 years trading we’ve never seen the average applications per job ad so low.

The desire to change roles for candidates is low as many have found that with the new flexible working arrangements, they are enjoying their role more. Candidates are also communicating that job security is important to them.

Our top tips for hiring managers


• Be quick! Don't delay in your turnaround times for booking interviews, giving feedback and making offers. Good candidates are looking at multiple roles, don’t let good talent get away.
• Be ready to increase your budget – we’re seeing salaries being offered up to 5-15% above market rates since the start of the year.
• We know Zoom is convenient, but it's time to get back to face to face interviews where possible. Candidates want to go into the office and get a feel for the agency or business.
• Retain your talent, do not gamble with going to market unless you absolutely must i.e. maternity or travel cover.
• Be flexible and think outside the box. Could your contract role be a permanent role? Can you offer flexibility in hours or options to work from home?
• If you’re working with a recruiter, give them a comprehensive brief. The more information they have to excite the candidate about the role and company the better chance you’ll have of securing the best talent.
• Wherever possible make it a permanent hire! Available freelancers are virtually non- existent so if there is any way to make your role permanent do so.

Get in touch with our team if you want to chat more about the current market, and reach out if we can help you with sourcing great candidates for your roles.


Our Agency Talent Consultant team
Senior agency roles - Sheryn Small sheryn@iknowho.com.au
Mid-level agency roles - Heidi Bennett heidi@iknowho.com.au
Junior to mid-level agency roles - Riza Karis riza@iknowho.com.au

Our Client-side Marketing Talent Consultant team
Senior client-side roles - Sheryn Small sheryn@iknowho.com.au
Junior to mid-level client-side roles - Rachel Hart rachel@iknowho.com.au

​

Sources:

https://www.abs.gov.au/statistics/people/population/migration-australia
https://data.gov.au/data/dataset/visa-working-holiday-maker

What is a Fractional CMO and could one be right for you?

By Kristina Gerdov • June 25, 2025
Discover what a Fractional CMO is, the benefits they bring, and how to know if hiring one is the right move for your business.

How personal branding can supercharge your job hunt in 2025

By Kristina Gerdov • May 13, 2025
In 2025, personal branding isn't just a buzzword – it's important for anyone navigating the job market. The uncomfortable truth is this; you're likely being Googled more often than you're being interviewed. In a digital-first world, your personal brand can potentially boost your career prospects. So how can you leverage it to stand out during your job hunt? 1. Your brand is what people say when you're not in the room Personal branding isn’t just about the polished version of yourself that you post on LinkedIn. It’s what others say about you when you’re not around. Consider how you’re being perceived online and offline. Is your brand consistent, authentic, and aligned with your career aspirations? What would potential employers say about you when they Google you? To start refining your personal brand, think about your values, your goals, and how you want others to perceive you. This means showcasing your strengths, yes, but also acknowledging your struggles and learning moments. Authenticity can give you a competitive edge. 2. Lead with curiosity, not just expertise Publicly asking thoughtful, insightful questions. It positions you as someone who is constantly learning, open to feedback, and not afraid to explore new ideas – a thought provoker and idea leader in your space. In the job hunt, this quality can set you apart from others who might be more focused on offering answers than asking the right questions. So, when you’re engaging with others online or in an interview, try focusing on asking questions that spark deeper discussions. Your curiosity and willingness to learn can make a lasting impression. 3. Your personal brand is about becoming known for the right things Remember, personal branding isn’t about trying to become famous. It’s about being known for the right things – the things that align with your career goals and the value you want to offer to employers. For job seekers, this means ensuring that your online presence and interactions reflect your expertise, passion, and ambition. When crafting your personal brand, be deliberate. Think about the skills, values, and personality traits you want to highlight. 4. Be consistent and intentional The foundation of a strong personal brand is consistency. Your personal brand is built in the small, everyday actions – how you engage with your network. Consistency in your interactions helps shape how people perceive you and helps create a brand that’s memorable. If you're job hunting, it's critical to show up consistently both online and offline. This includes engaging with industry professionals on LinkedIn, contributing to discussions, and demonstrating professionalism in all your interactions. 5. Small steps to narrow the gap So, what's the gap between how you see yourself and how others might perceive you? The goal isn’t perfection, but making small, consistent adjustments that move you closer to aligning your internal brand with how you’re seen externally. It could be tweaking your LinkedIn profile, starting a blog, or sharing your expertise. What’s one small thing you could do this week to move the needle and narrow that gap? Whether it’s posting a thoughtful comment on a relevant post, reaching out to someone in your industry, or sharing a story of a recent challenge, small actions can have a big impact over time. 6. Share struggles, Not just wins When it comes to personal branding, it’s easy to fall into the trap of only sharing successes. However, some of the most credible personal brands are built on transparency – sharing the struggles and lessons learned along the way. It’s interesting to see how you handle setbacks, not just your triumphs. Embracing imperfection in your personal brand helps paint a fuller picture of who you are. Whether it’s sharing a challenging project you worked on or a time when you faced a setback and how you overcame it, these stories can help demonstrate your resilience, problem-solving abilities, and growth mindset – qualities employers are eager to see. In today’s market, personal branding isn’t just a nice-to-have. By being intentional, consistent, and authentic, you can build a personal brand that resonates with potential employers, ultimately setting you up for success in your job hunt. So, there’s no better time to start than now.

How to: Succeed in a new role

By Kristina Gerdov • April 3, 2025
Starting a new role is so exciting but can sometimes feel like a whirlwind—there’s so much to take in. That’s why we’ve broken it down into a simple 30-60-90 day plan—to help you settle in, make an impact early, get aligned on your KPIs, and feel a sense of achievement from day one.
more posts