THE last year has seen a steady upward growth in demand for digital experts, while vacancies for offline design jobs have remained static as marketers continue to commit a large chunk of their budget to digital channels.

Clients are focused on measurable online marketing tactics, which means people with user experience, analytics and monitoring skills continue to be in short supply.

The demand is split between employers looking for all-round developers with a broad skills base; and those looking for niche experts with skills in areas such as User Experience, PHP, ASP.NET and iOS.

Across the North East creative sector as a whole, we have seen a significant upturn in freelance and permanent contracts over the last year, particularly in digital.

We’re in a candidate-heavy market and clients are taking advantage of that by bringing people in on a temporary basis, before deciding whether to offer them a permanent job.

This is actually good news for those who are unemployed, as they present a low-risk recruitment method for employers who want to assess the suitability of a candidate before creating a permanent post.

Jobs for offline creatives remain thin on the ground, and there is an over-supply of candidates in this area.

We’re advising people to boost their professional development and add some solid digital experience to their portfolio through training provided by organisations such as Codeworks, to make themselves more marketable.

Over-supply means clients can afford to be ultra-specific about candidate requirements and salaries, and there is little point in people applying for roles for which they simply don’t have the experience or the skills.

It’s ironic that the growth in digital media such as online jobs boards and social networking led to predictions that the recruitment sector was finished.

It’s actually been the reverse. From speaking to other business owners it seems that digital media has helped recruiters to widen and develop their networks, not shrink them.

Digital channels are now just as essential as a marketing and research tool for recruitment companies as for any other business.

They help us to keep up to speed with creative and professional networks, monitor where the opportunities lie and stay on top of trends such as skills demands and salary levels.

The North East is one of the UK’s top four hotspots for digital, advertising and marketing expertise, and creative people tend to move between employers to seek new challenges and advance their careers. We are big fans of Facebook, Twitter, LinkedIn and other platforms that allow us to connect with candidates on a personal level, not just when they are actively looking for a move, or as a selling tool, but on a day-to- day basis that builds future relationships.

Our industry is tipped as one of the sectors that will help pull the UK out of recession.

With the spin-off benefits from the £93m cash bonus from the Regional Growth Fund, plus the level of digital innovation emerging from North East businesses, I think our region should be leading the way. We’ve got the determination, and I firmly believe we’ve got the talent too.

Jo Carter is managing director of Concept Personnel – digital media, advertising and marketing recruitment for the North East and Scotland