Job prospects Advertising And Promotions Specialist in Ontario

Job opportunities for Professional occupations in advertising, marketing and public relations (NOC 1123) are good in Ontario over the next 3 years. These job prospects are also applicable to people working as an advertising and promotions specialist.

Note that these employment prospects were published in December 2019 based on information available at that time. You can read our new special report to learn about the impact of COVID-19 on some occupations in your province or territory. You can also visit the Canadian Online Job Posting Dashboard to find the latest data on the demand and work requirements for this occupation.

Job opportunities in Ontario

advertising and promotions specialist
Prospects over the next 3 years

The employment outlook will be good for Professional occupations in advertising, marketing and public relations (NOC 1123) in Ontario for the 2019-2021 period.

The following factors contributed to this outlook:

  • Employment growth will lead to several new positions.
  • Not many positions will become available due to retirements.
  • There are a small number of unemployed workers with recent experience in this occupation.

These professionals are employed in a variety of industries, but with higher shares in advertising, public relations and related services, and public administration, mostly in the federal government.

Increasingly, companies are becoming more dependent on effective marketing strategies to remain viable due to changing consumer needs in a more globalized and competitive business environment. As a result, employment growth for these professionals has been quite strong. Recent spending on advertising and marketing related activities in Canada has grown, with Ontario being the major market for these activities. As more employers adapt digital marketing techniques to expand their market reach, spending on newsprint and television focused advertising has been shifting to digital media. Given the rise of digital marketing, employment opportunities will be less favourable for those who work among hard-copy publishers of newspapers, periodicals, books and directories. Some operations have reduced staff or closed across the province over the last few years.

In recent years, the use of social media and web platforms for commercial purposes has increased, boosting demand for these professionals in public relations and communications. Businesses and governments are increasingly using webpages, social media posts, blogs and quick update forums as a means of communication with the public, creating demand for workers skilled in the use of social-networking tools. The use of 'influencers' as a marketing strategy to promote brands or products is increasing in popularity, providing more avenues for targeted advertisements.

Job seekers with knowledge of internet and/or mobile technologies and with at least five years' industry relevant experience will have improved job prospects. An understanding of differences in business and consumer behaviours of various cultures is also an asset in securing employment. Some opportunities are also seeking candidates with experience working with cloud-based technologies. Since communication campaigns are often managed in real time, applicants willing to work long and sporadic hours may find it easier to secure employment. Practitioners in public relations may require an APR (Accredited in Public Relations) designation. Voluntary membership is also available in related communications, and public relations professional associations.

Among the new entrants to this occupation are graduates of Ontario universities' business and commerce bachelor's degree programs.The growing number of graduates from related bachelor's degree, certificate or diploma courses in communications, marketing, advertising and public relations from Ontario colleges also add to the labour supply.

Here are some key facts about Professional occupations in advertising, marketing and public relations in the Ontario region:

  • Approximately 58,250 people work in this occupation.
  • Professional occupations in advertising, marketing and public relations mainly work in the following sectors:
    • Other professional, scientific and technical services (NAICS 5414, 5416-5419): 23%
    • Information and cultural industries (NAICS 51): 9%
    • Religious, grant-making, civic, and professional and similar organizations (NAICS 813): 9%
    • Federal government public administration (NAICS 911): 5%
    • Arts, entertainment and recreation (NAICS 71): 5%
  • The distribution of full-time and part-time workers in this occupation is:
    • Full-time workers: 87% compared to 79% for all occupations
    • Part-time workers: 13% compared to 21% for all occupations
  • 67% of professional occupations in advertising, marketing and public relations work all year, while 33% work only part of the year, compared to 63% and 37% respectively among all occupations. Those who worked only part of the year did so for an average of 31 weeks compared to 31 weeks for all occupations.
  • 11% of professional occupations in advertising, marketing and public relations are self-employed compared to an average of 12% for all occupations.
  • Breakdown by region

    Explore job prospects in Ontario by economic region.

    Legend: The job opportunities can be: Undetermined Limited Fair Good

    Source Labour Market Information | Prospects Methodology

    You can also look at this data on a map. Go to LMI Explore

    Job prospects elsewhere in Canada

    We expect that the labour supply and demand for Professional occupations in advertising, marketing and public relations (NOC 1123) will be balanced in Canada over the next 10 years.

    Learn more

Labour Market Information Survey
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