Most creative and marketing candidates think social media is set to play a greater role in brand marketing, according to a survey by creative and marketing industry recruiter Major Players.

The survey, of 420 candidates working in marketing and digital marketing roles, shows that 88% see social media as part of the bigger picture, but just 34% of respondents reported that their company currently has an active social media strategy in place.

The survey also shows that 60% of respondents said their roles need to change to take on a social media element and 51% said they would like their company to offer social media training.

Clodagh Walsh, search, SEO and social consultant at Major Players, says: “Most of our candidates and clients are well aware that social media has become an important part of the marketing mix, but there are very few who understand this evolving trend well enough.  More training is crucial for marketers to realise the true potential of social media activity.”