VMA Group research reveals communication sector in French capital
Specialist recruiter VMA Group has published the first edition of the Paris Communication Study which studies the growth and fragmentation of corporate communications in the French capital. The rsearch has found growth in the importance of corporate communications in the French capital with 60 per cent of respondents foreseeing that the discipline will continue to grow in the immediate future, not only in size, but also in importance.
In addition, the survey found that communications roles in Paris are becoming more specialist, with 70 per cent of those surveyed predicting that junior and mid-level operational roles will become less generalist in the future, with an increasing need for digital expertise most often cited as the driver of this shift. In other news, nine in ten respondents reported that native or expert English language skills are ‘important’ or ‘very important’ to their role, which is perhaps indicative of the fact that 73 per cent of those surveyed have a global remit.
When asked how satisfied they were in their current role, almost half of all respondents (44 per cent) reported that they were either ‘neutral’ or ‘not satisfied’. This widespread nonchalance towards their current roles perhaps explains why over half of those surveyed said they intend to move jobs within the next twelve months. Furthermore, 90 per cent of respondents – although not necessarily actively looking for work – would be open to moving if the right role presented itself.
“When you consider that Paris is a global hub for international business, the growth in importance of the communications function is perhaps unsurprising,” said Kim Johnson, senior consultant at VMA Group. “It is interesting, however, that, unlike the UK, roles in the French Capital are becoming less generalist as the market matures. It seems that the emergence of a strategic, visionary, leader overseeing a team of niche specialists is changing the structure of Paris-based communications teams. Feedback from respondents suggests that this new structural model has organically developed so that silos are avoided and communication departments can effectively meet the current and future needs of their organisations. It will be intriguing to monitor the development of internal structures in coming years to see if demand will grow for project, internal comms, and engagement specialists as predicted.
“Despite the continued importance and reach of the French language, it is undeniable that English has become the lingua franca of international business, and increasing globalisation, coupled with greater diversity within Paris-based teams, suggests that use of the English language will continue to grow as communications as a discipline expands,” she adds.
The research also found that 90 per cent of respondents would be open to moving to a new role if the right opportunity presented, indicating positivity in the market as ambitious communications professionals are eager to experience the diverse opportunities that Paris has to offer by seeking out new challenges.
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