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Career Expectations of Ad/Comm Students in Hong Kong: Insights from 2009 Study

This study delves into the expectations, aspirations, and concerns of advertising and public relations students in Hong Kong. It covers the manpower situation, education requirements, training needs, and implications for educators and the industry based on a comprehensive survey and analysis. The study also explores students' views on working environments, pay conditions, favorite companies, and factors influencing their career choices within the dynamic ad/pr sector.

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Career Expectations of Ad/Comm Students in Hong Kong: Insights from 2009 Study

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  1. What ad/comm. students are expecting for their career? Kara Chan, Hong Kong Baptist University 2009 American Academy of Advertising Asia Pacific Conference Beijing, China May 27-30, 2009

  2. topics • Manpower situation of ad industry in Hong Kong • Ad education • A study of job aspiration of ad/pr students in Hong Kong

  3. Manpower survey 2008 • 20 261 employees were engaged in the advertising and public relations sector • 87% of them worked in companies with less than 50 employees • 740 job vacancies (or 3.5% of the existing 21 001 posts) Source: Vocational Training Council

  4. freelancing • 20% of the companies employed freelancers • graphic artist / designer, translator, copy writer, visualiser, production assistant, editor, reporter and press photographer

  5. Education requirement Advertising industry is one of the knowledge-intensive sectors that requiring more highly educated manpower.

  6. Training needs • language skills (such as Putonghua and English) • multimedia knowledge and applications • creativity and cultural insights • marketing and event management • website design

  7. Advertising education • Hong Kong Baptist University, the first ad and pr education provider • 40 undergrad students every year • First program in Greater China accredited by IAA • Recent addition of self-financed top up program for associate degree/higher diploma holders • Expect to recruit 80 students every year • Most comprehensive integrated communication management program with the longest history

  8. Advertising education • Similar programs offered by • City University of HK • Chinese University of HK • High diploma and associate degree programs offered by major universities in HK • And partnership universities in UK, USA, and Australia

  9. A study of ad/pr students • Conducted in March 2008 and March 2009 • 3rd year students taking « advertising and society » class • Sample size=59 • Response rate=95%

  10. 4 open ended questions • Do you plan to start your career in ad/pr? • What do you think of the working environment of ad/pr industry? • What do you think of the pay/reward condition? • Please list 3 companies that you are most eager to work for

  11. Start your career in ad or pr? 2008

  12. Start your career in ad or pr? 2009

  13. What attracts you? • Challenging and competive • Inderesting and creative • Fast pace • Able to work on different products/services • A variety of tasks • Friendly working environment • Ability to influence people • International environment

  14. What bothers you? • Low pay • long and irregular working hours • Upset personal/social life • No overtime pay • Economic downturn hits the industry • Lack of job security

  15. 3 companies what to work

  16. Implications for ad/pr educators • Review the curriculum and job skills • E.g. Working envionrment of small/medium companies • Add course on entrepreneurship • Manage students’ career expectations • Expand types of companies for firm visit and internship • Participate in local business associations

  17. Implications for the industry • Improve working environment to attract top talents • Improve pay and reward conditions • Work with the university in firm visit, internship or service learning projects • Long term career development

  18. Thank you!

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