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CHARITY MARKETING & COMMUNICATIONS
SALARY SURVEY 2017
www.tpp.co.uk | 020 7198 6000 | [email protected] | Page 2
Contents
Introduction 3
What’sHappeningtoCommsSalaries? 4
SalaryChanges 6
Gender 7
GenderPayGapReportingLegislation 8
Incentives 9
TheValueofCommunications 10
LargerOrganisationsPayMore 11
CareerProgress 12
MovingOn? 13
DataTables 14
Methodology 17
AboutTPP17
AboutCharityComms 17
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Introduction
Welcometoourfifthannualsalarysurveyformarketingandcommunicationsprofessionalsinthecharitysector.
Asanicherecruiterspecialisinginrecruitingforthenotforprofitsector,TPPRecruitmenthavecompiledthisreportinpartnershipwithCharityComms.Together,wehavesurveyedournetworksandusedthedatarecordedoverthelastyear.
Thisreportaimstobenchmarksalariesacrossthesector.Italsoallowsemployeestocomparetheirsalaryagainsttheaverageandgivesemployersastandardwhenbudgetingfornewroles. Jayne Morris,
CEO, TPP
It’sencouragingtoseecommsisbeingvaluedmoreandmoreinmostcharities,andpayisslightlyup.But,ifcharitieswanttoattractandretainthebestpeople,theyneedtooffermoremoney,moreflexibleworkingandinvestinprofessionaldevelopment.
Inasectorwherewomenmakeup74%oftheworkforce,it’shugelydisappointingtoseethegenderpaygapincrease.Asgenderpaygapreportingcomesintolaw,weneedtofollowthegoodexamplesetbyTheChildren’sSociety(seepage8)andshowleadershipinhelpingtoredressthebalance.
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Adeela Warley, CEO, CharityComms
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What’s Happening to Comms Salaries?Theaveragecommssalaryhasgoneupby1%since2016.Thissmallchangeismostlydrivenbyincreasesatthetopandbottomendofthescales,withDirector,OfficerandAssistantaveragesalariesallgoingup.ManagerandSeniorOfficersalarieshavestagnated,whiletheaverageHeadOfsalaryhasdeclinedsince2016.
AlthoughDirectorpayisupon2016,itisstilllowerthanitwasin2015.It’sunclearwhyourresultsforDirectorpayhavefluctuatedoverthelastfewyears.Thesimilaritybetween2015and2017pay,andthelargedropseenin2016,suggest2016mayhavebeenananomaly.Ifso,Directorpaymayactuallyhavestayedfairlystaticalongwiththerestofthesector.Similarly,theup-then-downfluctuationinHeadOfpayoverthesameperiodisunexplainedandcouldbeanotheranomaly.
Salaries at a glance
Average salaries by seniority
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Salaries Slowly Rising
Average salary since 2012
Afteraperiodofstagnationafewyearsago,commssalariesaresteadilyrisingagain.However,ascommentsonpage6show,risinginflationmeansthisveryslowgrowthmaynotbeenoughformanycommsprofessionalstofeelthebenefit.
Commshasbeenjobshortbutcandidateheavyinseniorroles-theneteffectofthisistokeepsalariesstatic.Therearestillbigdiscrepanciesbetweenthenotforprofitandcommercialsectors,whichisabarriertotalentmovingacross.Itisstillrareforcommstohaveit’sownseatatthetoptableandismuchmorelikelyfortheremittobemarriedtoanotherarea,fundraisingmostly,sothecandidatesintheserolesoftenhaveafundraisingbackground.
Matt Adams, Senior Consultant, TPP”
“Kate Maunder, Divisional Manager, TPP
Wearefindingthatcandidatesaremoreparticularabouttherolesthattheyareapplyingforduetothemarketgettingbusier.Thecallforparttimerolesandflexibleworkinghasincreased,insomeways,eclipsingsalaryasamainsellingpoint.
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Insight from the TPP team
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* The 2012 average is taken from a smaller salary survey TPP conducted that year.
TPP’sconsultantshavebeenhelpingcommsprofessionalsintonewjobsallyear.Here’swhatthey’venoticed:
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Salary ChangesWhenasked,mostrespondentssaidsalarieshavestayedthesamethisyear,butasignificantnumberofcommsprofessionalsdidseesalariesrise.
Inaddition,fewerrespondentssawpaycutsthisyearthanin2016andalmostnoonesawsalariesdecreasealot(0%).
How do you feel comms salaries have changed over the past year?
Thegrowthofdigital,includinginternetusageingeneral,hasshowntheimportanceofinvestinginmarketingandcommunications.However,externalfactorssuchasTrumpandBrexithavecontributedtoeconomicnervousness,withacorrespondingimpactonsalariesandhiring.
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There’salargepoolofcandidateswhoaretalentedandqualifiedtochoosefrom,thereforesalaries
remainstagnant.
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Manyrespondentsidentifiedthecurrenteconomicclimateastherootofpaystagnation,withBrexit,austerityandrisinginflationallheavilyreferenced.Someidentifieduncertaintyaroundfundraising,whileothersfeltcommsisn’tgivenenoughpriorityintheirorganisation,andfelttheresultantbudgetrestrictionswerereflectedintheirsalary.
Conversely,thosewhofeltmorepositiveaboutsalariessawthedemandfordigitalskillsandtheriseofthemulti-disciplinecommspersonaskeydriversoftheirincreasedvalue.
Therateofinflationhasincreasedyetsalarieshaven’tgoneupinrealterms-anypayincreaseswhereIworkhavebeenveryverysmall.
Demandformulti-skilledworkersishigher.There’sanexpectationtocoversomanydifferentaspects
withinonerole.“
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In their own words...
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Gender Theaveragegenderpaygapforcharitymarcommsprofessionalshaswidenedto14%,upfrom9%in2016.Thisisstilllowerthanthenationalaverageof18.4%,butnonethelessaworryingdevelopment.
Malesareoftenover-representedinsenior,higherpayingroles,butevenwhenyoubreakitdownbyjoblevel,femalesaregenerallypaidlessthanmalesatthesamelevel.
Althoughingeneralveryfewrespondentsreceivedabonus,menweretwiceaslikelytoreceiveone.8%ofmalerespondentsreceivedabonus,comparedtojust4%offemalerespondents.
Somerespondentsdidnotidentifyasmaleorfemale,howevertheirdatahasnotbeenincludedherebecausewedidnotfeelthesamplesizewaslargeenoughtoproviderepresentativedata.
Average salary by gender
4%receive a
bonus
8%receive a
bonus
Salary by gender and seniority
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Gender Pay Gap Reporting Legislation
How to report on your pay gap
Newlegislationmeansallcharitieswith250ormoreemployeesmustnowpublishdetailsabouttheirgenderpaygap.
From4April2017,employerswillberequiredbylawtopublishthefollowingfourtypesoffiguresannually:
• Genderpaygap(meanandmedianaverages)• Genderbonusgap(meanandmedianaverages)• Proportionofmenandwomenreceivingbonuses• Proportionofmenandwomenineachquartileoftheorganisation’spaystructure
Tofindoutmore,youcanreadACAS’guidelinesaboutthelegislationandtheGovernmentEqualitiesOffice’sadvice.
Allofthismeansemployees,potentialfuturerecruits,beneficiariesandsupporterswillallbeabletoseethegenderpaygapatyourorganisation(ifyouhave250+employees).Therefore,howyoupresentit,andwhatactionyouwilltaketoredressanyexistinggap,isasimportantasthestatsyoupresent.
Forsomeideasonwhatmightworkbest,youcancheckoutthisrecentblogfromTheChildren’sSocietyandtheGovernmentEqualitiesOffice,andtakealookatTheChildren’sSociety’sfirstgenderpaygapreport.
Thisisclearlyalongstandingproblembothinthecharitycommssectorandbeyond,butwe’rehopefulcharitiescanstarttoleadaturnaround.TheideassuggestedinTheChildren’sSocietyreportseemlikeagoodstart,andwe’dalsorecommendlookingthroughTheWomen’sBusinessCouncils’‘ThePipelineEffect’toolkit,whichsetsoutsimplestepstohelpmorewomengetintoseniorrolesandaddressthisimbalance.
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Incentives - What You Want and What You GetBeyondpay,themostsoughtafterbenefitforcharitycommsprofessionalsisflexibleworkinghours.However,despiteitshighdesirability,just61%ofrespondentssaidtheycurrentlyreceiveit.
Theaverageannualleaveentitlementremainsunchangedsince2016at26daysofholidayperyear.
Totheright,youcanseepotentialbenefitsrankedinorderofdesirability.Notethedisparityinsomecases(egtimeoffforvoluntarywork)betweenwhatstaffmostwant,andwhattheyactuallyreceive.
Supportforprofessionaldevelopmentcameinveryhighasadesiredbenefit.Forthoselookingtooffermorechancesforprofessionaldevelopment,youcanfindoutmoreaboutthementoring,eventsand
resourcesthatCharityCommsoffershere.
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The Value of CommunicationsCommsstaffareconfidenttheirdisciplineisincreasinglyrespectedintheirorganisation,with48%seeinganincreaseinrespectsincelastyearandjust8%feelinglessvalued.Slightlyfewerstafffeltmorevaluedcomparedto2016andtherewasanincreaseinthosewhothinktheirinternalstandinghasremainedthesame.Formoreabouthowcommsisvaluedinthesector,seeCharityComms’CommunicationsBenchmarkfromearlierthisyear.
Iforganisationswanttocompetewithothercharitiesinthesector,investmentsintime,resourcesandmoneywillhavetobeincreased…Investinginyourpeoplecanbeachallenge,butit’shugely
importanttostaffretentionandmorale.
Ithinkpeoplearebeginningtounderstandthevalueofmarketingandcommsinorganisationsandthatitisanecessitytostayafloatandfurtherdevelop,notaluxury.
Communicationsisthewayforward...withareductioningrantsandfundingwehavetomakeourselvesknowninacompetitivemarket.
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Thinking about how communications is viewed in your charity, how would you say perceptions of the role have changed in the past year?
In their own words...
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Larger Organisations Pay MoreAsyoumightexpect,organisationsizehasabigimpactonsalary.Largeorganisations(100+employees)consistentlypayhighersalariesthansmallorganisations(<10employees)relativetojoblevel.
Smallercharitiesdonotputasmuchmoneyorresourcesintothecommsareaaslargerones.Ifsavingsaretobemade
commsisgenerallythefirstareatobecut.
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Average salary by organisation size and job level
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Career Progress
It’sclearthecommssectorishelpingstafftoadvancetheircareer.Morethantwo-thirdsofprofessionals(71%)feeltheircurrentroleishelpingthemtoprogressintheircareer.
Pleasingly,23%ofrespondentshadbeenofferedmoretraininganddevelopmentopportunitiesinthelastyear.Thereisstillroomforimprovementthough,as14%hadbeenofferedfeweropportunities,and6%hadbeenofferednoneatall.
Thoseorganisationswhoarestrugglingtoprovideenoughtraininganddevelopmentopportunitiesmaybeinterestedtonotethetypesoftrainingcurrentlybeingofferedtostaff.Conferences,seminarsandtrainingwerethemostcommon,withlunchtimelearningsessions,mentoringandwebinarsalsoseeingplentyofuse.
How has training & development changed over the last year?
What training & development opportunities were you offered in the last year?
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Moving On?
Wefound39%ofmarcommsprofessionalswereplanningacareermoveinthenext12months,while49%saidtheyweren’tplanningtomovebutwouldconsideritfortherightrole.
Thepercentagelookingtomoveonisslightlylowerthanlastyear(41%),whichsuggestscharitiesmaybegettingbetteratretainingtheircommsstaff.
Theimportanceofsalaryinattractingstrongcandidates,andtherisksforcharitiesofundervaluingcomms,weremadeclearbythenextanswer–whenseekinganewrole,highersalarywasbyfarthebiggestmotivator(36%rankeditasthemostimportantfactor).Surprisingly,jobsecuritywastheleastimportantfactorwhenconsideringamove(just10%rankeditasthemostimportantfactor).
Beyondsalary,61%alsosaidthechancetoworkfromhomewouldenticethemintoapplyingforajob.
Whensearchingforanewrole,respondentsweremostlikelytolooktosectorspecificjobboards,LinkedInandrecruitmentconsultants.
What would motivate you most when seeking a new role?
Where do you look for charity comms jobs?
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Data Tables
Salary by seniority compared to last year
Salary by gender and seniority
Salary by contract type and seniority
Salary by hours worked and seniority
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Salary by charity type and seniority
Salary by organisation size and seniority
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Salary by location and seniority
Salary by discipline and seniority
*Please note: there may be anomalies in the data with a high number of categories, as sometimes there are not always enough responses for an accurate result.
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Methodology Theanalysisinthisreportisbasedoninformationfrom713professionalswhorespondedtooursurveyinSeptember2017,andexistingdatafrom274rolesadvertisedwithTPPduring2016-17,aswellasdatafromprevioussalarysurveys.Responsescamefromthefollowingprofiles:
74%Female26%Male
81%Permanent7%Temporary/Interim11%Contract
TPPRecruitmentisaspecialist,highlyrespectedandwell-establishedUK-widenotforprofitrecruitmentconsultancy.
Wearededicatedtosupportingcharities,membershipbodiesandinstitutes,aswellaseducation,healthandsocialcareproviders.TPPconnectsorganisationswithemployeesacrosstheUK,fromourregionalofficeslocatedinLondon,BristolandNewcastle.
AtTPP,westronglybelievethatthebestrecruitersarethosewhogenuinelycareaboutwhattheydo.Weuseourexperienceandspecialistknowledgeofourmarketsandcompanyprinciplestoprovideanethicalandtailoredrecruitmentservicetobothorganisationsandemployees.
Findoutmoreattpp.co.uk/about-usorfollowusonLinkedIn.
About TPP
CharityCommsistheprofessionalmembershipbodyforcharitycommunicators.Webelieveeffectiveandinspiringcommunicationsshouldbeattheheartofeverycharity’sworkforabetterworld.We’reheretoimprovethestandardofcommunicationsandchampionitsroleinthesector.CharityCommsmembershipgivesyouaccesstogreatcontent,examplesofbestpractice,freeseminarsandexclusivenetworkingevents,plusahostofopportunitiesforprofessionaldevelopment.Findoutmoreatcharitycomms.org.uk/membershiporfollowusonTwitter@charitycomms.
About CharityComms
7%Director13%HeadOf33%Manager/Lead
11%SeniorExec./Off.29%Exec./Off.7%Assistant
