Study: Young Marketers Prefer A Big Salary Over Doing Social Good

Study: Young Marketers Prefer A Big Salary Over Doing Social Good
B&T Magazine
By B&T Magazine



A new study has found that graduate marketers are more interested in a sizeable pay packet and believe that comes from working for a big, established brand over an innovative start-up.

The study – admittedly British – was performed by the UK’s The Chartered Institute Of Marketing and quizzed students aged 17-19 who were just about to embark on their college of university studies.

Interestingly, women (45 per cent) were more interested in working in marketing than men (34 per cent).

Some 64 per cent of respondents agreed that they’d rather work for a big, established company that offered job security and a fatter pay cheque.

Only 11 per cent thought working for a start-up would be appealing and only 12 per cent agreed they’d want to work for a small firm.

In worse news, only six per cent said they’d want to work for brand that did social good.

Some 44 per cent said that a sizeable income was their top career motivator, while 33 per cent said they wanted to work for a company that helped people.

Sixty per cent said they wanted to work for a company with a “track record of success” while 35 per cent wanted to work for a company that was seen to be “cutting edge”.

When asked what perk they’d give up to land their dream marketing job, 48 per cent said they’d go without a company car, 39 per cent said they’d work on weekends and 29 per cent would be prepared to give up training.

Only 13 per cent of people who answered the survey agreed that were optimistic about landing a job that they value and 36 per cent were pessimistic about the prospects.

Commenting on the findings, Chris Daly, CEO of the Chartered Institute of Marketing, said: “This research sends an important message to businesses and marketing departments looking to attract the next generation of talent.

“We shouldn’t be surprised, in the current economic climate, that young people are prioritising job security in big established firms.

These young people have grown up during an extended economic downturn, so it may be that the stability and job security of large successful firms is what appeals to them most.”




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