By Kim So-Hyun

Companies in the marketing, advertising and public relations industries expect to record higher sales next year on the back of a booming economy, an international human resources search firm said yesterday, siting survey results.

The marketing and communications sector is often regarded as the barometer of economic trends, and according to the survey of 5,658 employees in seven countries across the Asia-Pacific region, a majority of respondents were optimistic about their businesses next year.

Most Koreans polled projected sales in their companies to rise 27 percent on average thanks to economic growth driven by development in the information technology and telecommunications sectors.  Seventy percent of he companies are expected to increase staff, said Aquent, which provides staffing solutions for marketing, communications and creative industries.

Some 95 percent of Chinese pollees expected a wage increase next year, followed by 89 percent in Korea, 84 percent in Hong Kong and 80 percent in Australia.  In contrast, 64 percent in Japan believed they could get a raise, according to the annual report called the “Aquent Orange Book.”

It showed employers in Japan and Korea prefer regular staff to those who wok on an irregular basis, accounting for 65 percent and 58 percent respectively, compared to around 80 percent in Malaysia, New Zealand and Australia.

Less people are expected to quit for a new job with the separation rate ranging between 11 and 18 percent, down from 20 percent in the previous year.

Some 80 percent of the companies forecast an average wage hike of between 9 and 12 percent to attract skilled human resources.

“Securing excellent human resources has become a major factor of competence for companies is Asia.” Said Lee Kyuhyun, head of Aquent’s Korean branch.  “They require job candidates to meet more detailed and professional conditions, often seeking help from experts.”

Marketing people were better paid than those in advertising and public relations.  Marketing directors earned the most in Japan topping out at 11 million yen ($93,909) while information technology marketing directors headed up the list in Australia, with $132,000 to $155,000.