2024 has emerged as one of the most unpredictable years in the communications industry. Over the past 25 years that Ad Talent has conducted salary surveys, this year has witnessed an unprecedented shift in job descriptions and remuneration structures. The early elections and a generally favourable GNU outcome have contributed to stabilising the job market, but the most significant influence has been the rapid rise of technology, particularly artificial intelligence (AI). This technological advancement has re-shaped job titles, work structures and remuneration scales dramatically.
Changes in Job Titles and Descriptions
Many traditional job titles previously used in our surveys have become obsolete. There is a clear trend towards unique titles and job descriptions that reflect the evolving landscape of the industry. As a result, we have removed outdated titles from our survey and incorporated those that are more relevant to current market demands.
Influence of Global Recruitment
The South African tech market has seen a strong influence from overseas recruitment efforts, where local talent is sought after for their skills, work ethic and language proficiency. This demand has led to the establishment of unique remuneration structures that often differ from traditional models.
Rise of Fractional Hiring
2024 has also seen an increase in fractional hiring trends. Employers are now more inclined to bring in specialised skills on a project basis or through abbreviated work schedules. This trend typically involves senior or experienced professionals who can contribute valuable expertise on a temporary basis.
Remuneration Trends
There has been an overall increase in remuneration that surpasses inflation rates, particularly in high-skill sectors where candidates are in high demand. The shift towards flexible workspaces has also contributed to levelling out historical salary disparities between geographic locations.
Additional Insights
- Remote Work Impact: The rise of remote and hybrid working models has further influenced salary structures, narrowing gaps between salaries in major cities like Johannesburg and Cape Town
- Market Dynamics: The competition for scarce skills continues to drive salary increases across various roles within the communications sector
- Employee Satisfaction: Despite these increases, recent surveys indicate that a significant portion of workers remain dissatisfied with their current salaries, highlighting ongoing challenges in compensation negotiations
- Future Projections: As we look ahead, it will be essential to monitor how these trends evolve, especially with ongoing advancements in technology and shifts in workforce dynamics
In summary, the 2024 salary survey reflects a transformative year for the communications industry, characterised by rapid changes driven by technology, evolving job roles and shifting employment practices. Ad Talent remains committed to providing comprehensive insights into these developments to support both employers and employees in navigating this dynamic landscape.