Salary Benchmark Digital Marketing
"From the very first moment, we felt we clicked with AnalitiQs. They know what they’re talking about and they really engage. Despite some 'challenging' deadlines, the project went smoothly. The report has given us great insight into our salary structure - a valuable end result, which I’m very happy with!"Sandra van HeeswijkHead of HR | Dept Agency
Salary Benchmark Digital Marketing
Standard salary comparisons didn’t suit Dept, because the roles in their organization are ‘too new’. AnalitiQs analysed the data of Dept’s employees, as well as those of Dept’s competitors, to enable better comparisons. As a result, Dept can evaluate its salary structure, while employees can count on getting a fair pay.
Sandra van Heeswijk, Head of HR at Dept, led the project: “Dept is an international digital agency. We have around 750 employees, spread over several different countries. Together, we optimize our customers’ digital channels.”
Dept’s employees’ roles include ‘digital project manager’, ‘java developer’ and ‘social advertising specialist’. These jobs can’t really be compared to the job descriptions in standard remuneration surveys. Furthermore, in view of transparency, being able to compare salaries with direct competitors is highly desirable. “For these reasons, we wanted to have our own salary benchmark, focussed on specific jobs in the digital world. We asked AnalitiQs to offer a solution for the efficient and reliable collecting, processing, analysing and reporting of salary information for the benchmark.”
A total of 10 agencies, including Dept, were involved in the development of the salary benchmark. We began by creating an overview of the various roles and job descriptions that were in use within the 10 agencies. These roles formed the basis for the reference jobs, as well as the job hierarchy. The social advertising specialist’s reference job for example, was defined as ‘social consultant’, which was hierarchically placed under ‘paid consultants’, which in turn was placed under ‘online marketeer’.
The next step consisted of collecting all the data. For this purpose, all agencies defined the reference job for each primary employee, as well as their salary, remunerations and the age of the employee. In addition, the agencies completed a questionnaire regarding their general schemes. Think for example of the percentage of holiday pay (based on the annual salary), travel expenses and opportunities for training and development.
AnalitiQs used this information to calculate the relative job weight for each employee. We subsequently compared these relative job values to the salaries. We calculated the average (median), as well as the normal distribution and reasonable deviations. We also made box plots for each reference job and the levels (junior, medior, senior or lead) within these jobs.
All the charts showed only the employees of the relevant agency. Sandra van Heeswijk: “We could now see at a glance, how the salaries we offer our employees compare to those at other agencies, allowing us to reconsider some of the outliers.”
The salary benchmark provides the digital agencies with data that’s easy to compare, and that can help them learn from each other, get insight into the market and offer employees a fair salary. The insights of the report allow agencies to evaluate their salary structure.
“Some colleagues at Dept had the feeling they weren’t paid in conformity with the market. That’s something we take seriously, so we decided to make the entire salary benchmark report available to all employees. It’s great to see that colleagues really appreciate this transparency.”
How does Dept look back on the project? “From the very first moment, we felt we clicked with AnalitiQs. They know what they’re talking about and they really engage. Despite some ‘challenging’ deadlines, the project went smoothly. The report has given us great insight into our salary structure – a valuable end result, which I’m very happy with!”