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Ma rketing and communication is the w ild west in terms of work The terms of employment are widely unknown and not so often followed in the field of advertising, media, digital media and marketing research. Almost half of the employers in this field do not follow any kind of collective agreement on terms of work. New salary recommendations for these marketing and communication field were published in 2011. More than half of employees (in Finnish, palkansaaja) working in advertising agencies, digital media agencies or marketing research organizations in Finland felt, that recommendation of salaries were useful or very useful regarding their position. Already third of the employees took advantage of these recommendations when negotiating about their salaries. Characteristic for these fields of industries is that only third of the employers knew about the salary recommendations. The same goes with the framework agreement for the terms of work. There are terms of work for the industries that do not have their own collective agreement yet, but they are rarely used in marketing and communications. The hope of the employees is to get field-specific collective agreements in these industries. This would, however, require more organized actions by employee’s side. At the moment the employees in marketing and communications tend to get interested of their rights and possibilities only when the employer cuts their benefits. There are no employee representatives in half of the work places – or at least the employees do not know, whether this person exists or not. Still more than 70 percent of employees would like to have employee representative in their work place. It is not only for the good of employees to get collective agreement for the terms of work, or have employee representative in the work place or follow salary recommendations. The employer who follows collective agreement and salary recommendations does not need to negotiate the salary or the terms of work individually with every employee - and employee representatives are useful for both parties in the moments of change, which are more than common in the fields of advertising agencies, digital media agencies or marketing research. The recommendation of salaries for the fields of advertising, media research and digital media in Finland were published by the Finnish Federation of Special Service and Clerical Employees ERTO, a labor union (in Finnish, ay-liike) of employees working in expert positions in the private service sector, together with the MaMA Ry, which is the organization for marketing and communications specialist, researchers and specialist of the digital media in 2011.


Welfare services should be taken care for in F inland The Finnish Confederation of Professionals STTK, one of the three trade union confederations in Finland, is worried about welfare services in Finland at the times of regression. STTK appreciates that the treasury of Finland do not plan any more budget cutbacks than planned in the new government program. However, the government program is including balancing actions that are maybe not timed right, as the regression may bring down the trust of employees (in Finnish, palkansaaja). It is important f to have the employees’ believe for the future supported. The biggest worry in the governmental program for STTK is how the cutbacks proposed will affect in the local communities’ capacity of arranging quality services for all Finns equally. STTK proposes that in this moment of regression, it would be advisable to settle the cutbacks for al longer interval. This would give the local communities more time to accommodate themselves to this situation of regression. The government’s plans of investing of taking care of the young persons’ unemployment and interfere with their marginalization are necessary actions from STTK’s point of view. Still STTK would like to see more actions from government for balancing the financing situation of Finland and increasing the employment rate. For example persons who are partly capable to work should have the possibility of working according their own skills. The plans for making the taxation more equal for lower earning persons and elevating labor market subsidies are justified according to STTK. These actions would facilitate the people who are in a weaker position. The thing outside the employee issues that worries STTK is the cutbacks of the budgets for the police. STTK sees that is more than important to feel safe in this kind of moments of the history, and cutting the budget of the police force will not help for this. There are estimates giving understanding that in Finland, the resurrection of the Finnish economic growth will fasten this year even more than four percent. The government’s actions should aim on balancing the situation and keeping up the faith of employees, not making them worried and therefore accelerate the fall.

I n flation requi res higher wages


According to the committee that follows the development of income and expenses in Finland, the economic growth in Finland will head up over four percent of what it was last year. The committee’s judgment is that there will be growth in economy (in Finnish, talous) during this year and next, even tough there are differences between the different field of industries. The growth of economy will facilitate from the domestic demands, when the private consumption and investments will grow. The export will grow also, but the fastest growth stage is over already. The concern of employees is that the wages are not following the growth of expenses. It has been estimated that next year the growth of expenses will be 2,7 percent – and this estimate do not include the option of raising the incident taxes, which would accelerate the elevation of prices even more. More accurate estimate would be that at next year the expenses will raise three percent. The reason for the inflation now is mainly the raise of energy and food prices. Most of this is due to the international situation, for example the consequence of oil pricing and food getting ore expensive due to the larger consumption level, but some parts of uprising prices come from domestic actions, like the raises of different taxes. The Finnish Confederation of Professionals STTK, one of the three trade union confederations (in Finnish, ay-liike) in Finland, sees that when expenses are getting higher, the wages of employees should follow. At the moment the competitive edge of Finnish companies is high, which gives the possibility to raise wages. The need of raising wages puts extra pressure for the negation of collective terms of work at autumn 2011. In order to interfere with even bigger regression the wage earning persons (in Finnish, palkansaaja) should be kept with a high purchasing power. There are estimates also that the unemployment rate in Finland will get smaller during the next two years. However there are lots of long term unemployed, whose possibilities to get back to the working life are getting smaller and smaller. For this group of people actions should be planned actively, especially for those under 30 years of old.

Marketing and communication is the wild west in terms of work  

The terms of employment are widely unknown and not so often followed in the field of advertising, media, digital media and marketing researc...

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