Employment Trends

Research on employment trends begins with the Statistical Abstract of the United States, which gives some numbers concerning current employment, and projections of future employment, for selected occupations. The table gives absolute numbers for total employment in a given occupation and a projection of likely growth, as a percent of current job numbers. Healthy growth is seen in such occupations as the following:

• Retail salespersons (10 %)
• Marketing and salesperson supervisors (11 %)
• Adjustment clerks (46 %)

But none of the occupations that are projected to enjoy the highest rates of growth is in marketing or is even marketing-related. It should be mentioned, however, that the list of occupations is by no means comprehensive, and that, while growth in the marketing oriented occupations may not achieve the phenomenal percentages enjoyed in such fields as data base administrators or computer engineers, the fact is that the marketing related jobs, such as those of retail sales persons, frequently have a huge base number. With such a large base number even a small percentage increase represents an enormous increase in the actual number of jobs available.

Moreover, the table in question doesn't list many of the better-paid and more professional jobs that exist in the vast domain of marketing. For example, take the case of advertising. Take the case of advertising and public relations. According to The Enhanced Occupational Outlook Handbook, 2d edition, there were about 482,000 jobs for marketing, advertising, and public relations managers in 1996. These are well-compensated jobs that offer great opportunities for professional advancement and their number is expected to grow at a faster rate than the national average between now and 2006.

However, the outlook, particularly in occupations within the field of advertising is not unmixed. There are occupational groups within the field of advertising, which will enjoy growth that is only fair. Many advertising agencies, for example, employ media buyers. According to the Career Information Center's publication on job trends in the field of marketing, Marketing and Distribution, growth in this field will be fair, but that there will be more applicants than jobs.