Study: Direct marketing hiring shows fourth-quarter gains

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Owatonna, Minn.—Direct marketing hiring plans are brightening in the current quarter, with digital and direct marketers poised to add to their payrolls for the third consecutive quarter, according to the latest employment survey from direct marketing executive search company Bernhart Associates.

According to the company’s “Quarterly Digital and Direct Marketing Employment Report,” which polled 359 companies in September and October, 30% indicated they planned to add staff during the remainder of the year, up from the 20% who planned added hiring in the third quarter.

Tempering this news were the 45% of respondents who plan hiring freezes for the fourth quarter, compared with 30% in the third quarter. The percentage of companies planning layoffs was unchanged at 8%.

Most of the new hiring is expected to take place on the services side. Agencies were a close second at 39%, followed by client-side companies at 18%.

Among b-to-b direct marketers, 33% said they will hire during this final quarter, compared with 24% on the b-to-c side.

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