The corona pandemic has hit the job market in the advertising industry, as the current ZAW job analysis shows. After that, the number of job offers in 2020 fell by 35 percent compared to the previous year, while at the same time the number of unemployed in marketing and advertising reached a new all-time high in December of 30,994. From June to November, the number of people without a job in the industry rose month after month by 40 to 42 percent; in December the increase was at least a little smaller at 38 percent. Since the introduction of the Advertising and Marketing classification in 2010, the number of unemployed in this sector has never been higher than it is now. And compared to the rise in unemployment as a whole, the advertising industry does not look good, because across all industries “only” an increase of between 28 percent in June and 22 percent in December was recorded.
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Fewer vacancies and a new lockdown
A look at the vacancies shows that this area looks anything but good. The number of vacancies in 2020 fell by a total of 35 percent compared to the previous year, with the decline in managerial positions (-68 percent), art directors (-56 percent), designers of visual marketing (-54 percent) and graphic artists and media designers (-53 percent) Percent) was greatest. In the area of content experts, the decline in job vacancies was the lowest at two percent, and no increase was observed anywhere. Only in December did the number of vacancies increase by 24 percent; the ZAW sees the reasons for this as a slight improvement in the economic situation since the summer and the picking up in Christmas business, with the renewed lockdown promptly stifling the small upturn in jobs.
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