Sales and marketing professionals in Singapore expect a 10% to 15% increase in their salary in 2020. According to the 2020 Salary Survey by Robert Walters Singapore, the digital marketing skills in demand for next year are CRM, social media, SEO/SEM, and content.
Marketing directors can expect to earn about SG$180,000 to SG$240,000 per annum in 2020, while marketing managers can expect to bring home SG$100,000 to SG$140,000 per annum. On the PR and communications side, corporate affairs directors and PR directors will rake in SG$180,000 to SG$200,000 per annum, while digital marketing managers will bring home SG$100,000 to SG$160,000 per annum. Meanwhile, corporate communications managers can expect to earn SG$100,000 to SG$150,000 per annum.
A quarter of (25%) sales and marketing professionals in Singapore stay less than two years in a role. They cited career progression (47%), better compensation and benefits (18%), better company culture (10%), and opportunity to work internationally (7%) as the four main motivators to move jobs. Meanwhile, 63% of those who remained expect up to a 6% increase in their annual salary, while 29% expect an increase of 7% to 15%. Only 8% expect an increase of more than 15%.
According to Robert Walters Singapore, the top three drivers of job satisfaction in this sector are good working culture and environment, competitive remuneration and benefits, and good work-life balance.
Data scientists and analysts high in demand for 2020
In the tech and transformation sector, professionals also expect a 10% to 15% increase in salary next year. The top skills in demand for this sector in 2020 are change and digital transformation, agile and development operations, and business acumen. The top jobs in demand are data scientist and analyst, cybersecurity specialist, full-stack developer, and technology sales.
More than a quarter of professionals (27%) stay less than two years in a role, with most citing career progression (35%) as the main reason. The other reasons were better compensation and benefits (29%), a change in role and responsibilities (13%), and improved work-life balance (10%). Out of those who stay on, nearly half (46%) expect up to 6% increase in annual salary, followed by 38% who expect a 7% to 15% increase. Only 16% expect more than 15% increase in annual salary.
According to managing director of Robert Walters Singapore, Rob Bryson, next year will see technology and transformation continue to drive hiring activity and trends.
Mobile and app developers, cyber security specialists, data scientists and data analysts are expected to continue to be sought after.
However, there will also be a consistent growing need for talent with hybrid skills who are able to leverage new ways of working, and the new systems and processes being introduced. According to Bryson, hiring managers will increasingly seek well-rounded candidates with business acumen who can bridge the gap between technical expertise and large-scale commercial applications.
For example, a data analyst who can breakdown the data and translate it into concrete business recommendations would likely have multiple offers. To ease the skills gap and transition towards becoming a Smart Nation, the Singapore Government will continue introducing initiatives that encourage Singaporeans to up-skill, he added. In the short term, however, talent with both niche skill sets and a commercial mindset will remain in short supply.
“Employers should consider widening their search through campaigns such as Balik Kampung, which reaches out to overseas-based Singaporeans to bring them home and help overcome talent shortages,” Bryson said.
There will be growing focus on skillsets and potential over specific market sector experience, which will stiffen the competition for good talent. For example, a bank trying to hire a developer in 2020 will likely find itself competing against companies from other industries such as technology (both established businesses and start-ups), FMCG, and retail, alongside other financial institutions.
To attract and retain top talent, hiring managers need to be flexible and empathetic towards what a modern candidate is looking for, Bryson said. He added that long-term career progression and stability are often not as important to current job seekers.
Instead, they are likely seeking learning opportunities, continual challenge and variety, as well as strong, inspirational leadership.
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