Nearly 40 per cent of people want to work in marketing, study shows

Just under two-fifths of UK people see marketing as an attractive career path, a new survey suggests.

A poll of 10,728 UK workers, conducted by marketing recruitment specialist Randstad Business Support, found that the popularity of marketing as a career choice was at a three-year high.

The industry has risen in popularity since the same survey was conducted in 2013, when one in three thought it was an attractive career path.

The poll was carried out as part of the annual Randstad Award, which aims to identify the most attractive large employers in different countries, as judged by the working population.

The research found that John Lewis was the UK’s most attractive large employer, followed by BMW and British Airways.

The automotive industry came out as the most attractive sector to work in, for the fourth consecutive year, while the least attractive sectors included business services, utilities and energy, leisure, and insurance.

Ruth Jacobs, MD of Randstad Business Support, said: "The rise of digital media has set off a seismic chain reaction throughout the broader communications space – helping the marketing industry flourish as a particularly appealing career choice for workers.

"The age-old stereotypes of marketing jobs have been well and truly left by the wayside, and in a digital age, marketing has taken on a whole new significance to brands, and subsequently seen a fresh wave of popularity and interest among creative young workers."

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