Business optimism will see sales and marketing roles take front seat in 2014: Robert Walters

Sales and marketing will be a top priority for organisations looking to increase revenue and acquire market share from competitors in 2014, according to the latest ‘Global Salary Survey’ from specialist recruitment consultancy Robert Walters.

The survey found that business development professionals across the board were particularly desirable as companies gained confidence and looked to set more optimistic profit objectives for the new year. It also found that, on average, permanent salaries in this sector are expected to grow by 2.4% compared to 2013.

Callan Raine, manager of sales and marketing at Robert Walters in Brisbane, says: “As movement within the sales, marketing and communication sectors increases throughout 2014, competition between hiring managers will be fierce. Organisations that offer a work/life balance and structured bonus plans are likely to secure the strongest reputations as desirable employers.”

The survey also found:

  • Insight and analytics professionals will find plenty of opportunities as organisations strengthen their digital offerings,
  • hiring managers may struggle to secure proven ICT sales professionals unless they are willing to pay a premium,
  • rates of sales, marketing and communications recruitment are rising steadily, particularly in the financial services and industrial sectors,
  • HR professionals who are qualified to deal with change and restructuring will be in high demand in 2014,
  • hiring of sales and marketing professionals will be a top priority for organisations looking to increase revenue and acquire market share from competitors,
  • a surge in business mergers and acquisitions has led to more demand for legal professionals, and
  • growing confidence in global markets will lead to increased IT recruitment in 2014.


The resources sector is set to continue but other areas of the job market are showing some signs of improvement. Australia, on average, year-on-year permanent salaries are expected to grow by about 1% in 2014 compared to 2013.

James Nicholson, managing director of Robert Walters in Australia and New Zealand, says, “There is optimism in certain areas for the year ahead. A slight uplift in the banking sector has led to calls for finance and compliance specialists while banks are also responding to positive signs from the property sector. And with Australia no longer experiencing the constant influx of foreign labour it once enjoyed, companies will be fighting it out to find top-tier domestic employees in 2014. Salaries are expected to remain stable, however, with rises in line with inflation.”