IABC 2006 PROFILE 1 SUMMARY OF CANADIAN RESULTS IABC/TORONTO Prepared for:

IABC 2006 PROFILE 1SUMMARY OF CANADIAN RESULTS

IABC/TORONTO

Prepared for:

IABC RESEARCH FOUNDATION

Prepared by:

RESEARCHWORKS INC.

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WELCOME!

Introduction About ResearchWorks

Objectives• Determine annual base salary and variable pay (2006).• Gather information about educational background, years of

communications experience, principal area of focus, and more.

Methodology Response Rate Weighting Salary Sample Composition Use of Data

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Agenda

Respondent Profile Salary Highlights Median Salary by Selected Variables Other Findings Summary

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Statistical Terminology

Mean The mean is the sum of individual parts divided by the number of

parts. (Commonly referred to as the average.) Median

The median is the middle-most value when the individual values are arranged in increasing or decreasing order. The median is also the 50th percentile or the midpoint.

Percentile The pth percentile of a list is the number such that p percent of

the elements in the list are less than that number.

RESPONDENT PROFILETotal Canada

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Gender, Age, & Education(Total Canada)

Gender: 81% of respondents were female.

Age: 40% were less than 35 years old.

37% reported their age to be between 36 to 45 years.

Education: 64% had completed a University/Bachelor’s degree.

15% reported that they had completed some type of Graduate degree (Total University = 79%).

17% completed a Diploma or certificate program.

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Experience, Type of Communications, & Location(Total Canada)

Experience: 8% had less than 3 years of experience. 38% percent had 3 to less than 10 years of experience. 37% percent had 10 to less than 20 years of experience. 17% percent had 20 or more years of experience.

Focus of Work – Top 3 Most Frequently Mentioned:1) Corporate communication (22%)

2) Internal communication (18%)

3) External communication (12%)

Chapter Membership: 35% of respondents belonged to the IABC / Toronto chapter. 21% of respondents belonged to chapters located in Alberta (Calgary

and Edmonton).

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Accreditation, Job Title(Total Canada)

Professional Accreditation: 14% were professionally accredited.

Accreditation Membership: 11% of this fourteen percent were accredited by IABC.

Job Title – Top 3 Most Frequently Mentioned:1) Manager (24%)2) Director (17%)3) Specialist (10%)

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3%

3%

3%

4%

5%

7%

7%

8%

9%

14%

Public Relations

Utility

Association

Consulting

Insurance

Not for profit/Charity

Education

Medical/Healthcare

Finance/Banking

Government/Military

Industry/Sector (Top Ten Most Frequently Mentioned – Total Canada)

Base: 1,119

Q2. Which of the following best describes the industry or sector that you will be working for at the end of 2006?

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Years in Current PositionTotal Canada

1%5%

34%

60%

Less than 3 years 3 to less than 10 years 10 to less than 20years

20 years or more

Q12. How many years will you have been working in your current position at the end of 2006?

Base: 1,120

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Years with Current OrganizationTotal Canada

6%9%

37%

48%

Less than 3 years 3 to less than 10years

10 to less than 20years

20 years or more

Q10. How many years will have been you been working for this organization at the end of 2006?

Base: 1,120

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Employment Situation in Two YearsTotal Canada

33%

59%

5%

6%

0.3%Not working

Working for self

Working in a differentprofession

Working in anotherorganization

Working in presentorganization

Q22. Where do you see yourself in two years?

Base: 1,112

SALARY HIGHLIGHTSCanada and IABC/Toronto

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Annual Base Salary DistributionTotal Canada

0.8%

14%

16% 16%

11%

8%9%

7%

Less than$35,000

$35,000 toless than$50,000

$50,000 toless than$60,000

$60,000 toless than$70,000

$70,000 toless than$80,000

$80,000 toless than$90,000

$90,000 toless than$100,000

$100,000to lessthan

$120,000

$120,000or more

19% Base: 1,017

Q25. What is your annual base salary in 2006?

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Median Base SalaryCanadian Overview

Eastern Canada

Central Canada

Western Canada

Median Base Salary$65,000



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Annual Median Base Salary by Chapter(In Descending Order)

Chapter 2006 Median Base Salary

Ottawa AIPC (n=47) $80,000

Toronto (n=364) $75,000

Montreal (n=39) $75,000

Manitoba (n=10) $70,012

Southwestern Ontario (n=67)(Includes Golden Horseshoe, Grand Valley, and London chapters)

$69,867

Edmonton (n=81) $66,500

BC (n=128) $66,219

Calgary (n=136) $64,954

Atlantic/Eastern Canada (n=44)(Includes Newfoundland and Labrador and Atlantic Canada chapters)

$62,804

Saskatchewan (n=72)(Includes Saskatoon and Regina chapters)

$60,983

Caribbean and Trinidad & Tobago (n=12) $43,320

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Where Do I Stand? (Total Canada)

If you were an IABC member living in Canada in 2006 and you earned a base salary of…

• $55,100, you earned more than 25% of survey respondents



75th

25th

$300,000

$87,000

$70,000

$29,500

$55,100

Mean $75,115

Median

Max.

Min.


Base: 1,017

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Where Do I Stand? (IABC / Toronto)

If you were a member of the IABC / Toronto chapter in 2006 and you earned a base salary of…




75th

25th

$260,000

$95,000

$75,000

$30,000

$60,000

Mean $80,948

Median

Max.

Min.


Base: 364

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Comparative Overview - Base Salary

Total Canada 2006(Includes all chapters, Base = 1,017)

Median base salary = $70,000

Mean base salary = $75,115

Total Canada 2003*(Includes all chapters, Base = 1,341)



*Note: in 2003, salary statistics were calculated based on midpoints. Caution is required; results should be considered an estimate.

*Note: 2003 data was not weighted.

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Comparative Overview - Base Salary

IABC/Toronto 2006(Base = 364)



IABC/Toronto 2003*(Base = 371)



*Note: salary statistics were calculated using midpoints in 2003. Caution is required, as results should be considered as an estimate.

*Note: 2003 data was not weighted

MEDIAN SALARY BY SELECTED VARIABLES

Canada and IABC/Toronto

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Annual Median Base Salary by Experience Total Canada

Q11. How many years have you been working in the communication profession?

Base: 997

$45,000

$60,000

$76,132

$92,139

Less than 3 years

3 to less than 10 years


20 years or more

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Annual Median Base Salary by Experience IABC / Toronto

$40,000

$65,000

$85,000

$95,000

Less than 3 years


10 to less than 20years

20 years or more

Q11. How many years have you been working in the communication profession?

Base: 362

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Top Ten Annual Median Base Salary by Industry/Sector Total Canada

$75,000

$75,000

$77,075

$77,683

$78,285

$80,836

$82,306

$82,383

$95,000

$100,099

Publishing

Manufacturing

Consumer products/services

Oil & gas exploration

Real Estate

Entertainment

Consulting

Utility

Pharmaceutical

Petroleum, refining & marketing

Q2. Which of the following best describes the industry or sector that you will be working for at the end of 2006?

Base: 1,015

25

$70,000

$65,000

$68,962

$80,881

High School orequivalent

Diploma or certificateprogram

University/Bachelor'sdegree

Graduate degree

Annual Median Base Salary by Education Total Canada

Q41. What is the highest level of education you have completed?

Base: 965

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Annual Median Base Salary by Education IABC / Toronto

$65,000

$67,500

$73,000

$87,000

High School orequivalent

Diploma or certificateprogram

University/Bachelor'sdegree

Graduate degree

Q41. What is the highest level of education you have completed?

Base: 353

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Top Ten Annual Median Base Salary by Job TitleTotal Canada

$73,000

$75,000

$75,056

$84,697

$86,693

$92,419

$96,242

$113,323

$117,000

$120,000

Manager

President/Executive Director/CEO (owner)

General Manager

President/Executive Director/CEO (non-owner)

Group Manager

Director

Independent/Self Employed

Senior/Executive VP

Partner/Principal/Associate

Vice President

Q14. Which of the following best describes your job title?

Base: 1,017

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Top Ten Annual Median Base Salary by Focus of Work

Total Canada

$63,002

$64,367

$64,645

$66,971

$67,299

$67,540

$74,206

$75,000

$77,297

$84,000

Public relations

Marketing

Media relations

Internal communication

Community relations

External communication

Strategic planning

Public affairs

Corporate communication

Issues management

Q13. Which function/department best describes the focus of your work?

Base: 1,017

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Annual Median Base Salary by Gender Total Canada

$80,000

$67,500

Male Female

Q40. Gender:

Base: 1,012

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Annual Median Base Salary by Gender IABC / Toronto

$72,500

$85,000

Male Female

Q40. Gender:

Base: 995

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Annual Median Base Salary by Accreditation Total Canada

$88,130

$66,000

Professionally Accredited Not Professionally Accredited

Base: 992

Q46. Are you professionally accredited?

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Annual Median Base Salary by Accreditation IABC / Toronto

$94,000

$73,000

Professionally Accredited Not Professionally Accredited

Q46. Are you professionally accredited?

Base: 361

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Annual Median Base Salary by Hours Worked per Week Total Canada

Q18. On average, approximately how many hours did you work per week?

Base: 1,001

$64,000

$63,743

$75,000

$80,000

$95,000

35 to less than 40

40 to less than 45

45 to less than 50

50 to less than 55

55 or more

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Annual Median Base Salary by Hours Worked per Week IABC / Toronto

$70,000

$67,650

$75,300

$84,000

$103,000

35 to less than 40

40 to less than 45

45 to less than 50

50 to less than 55

55 or more

Q18. On average, approximately how many hours did you work per week?

Base: 364

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Annual Median Base Salary by Employment Situation Total Canada

$78,440

$69,000

Self Employed Not Self Employed

Q19. Will you be self employed at the end of 2006?

Base: 999

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Annual Median Base Salary by Employment Situation IABC / Toronto

$80,000

$75,000

Self Employed Not Self Employed

Q19. Will you be self employed at the end of 2006?

Base: 364

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$46,000

$53,000

$68,000

$64,000

$74,122

$95,000

$100,604

Early career development

Advanced stages of training and development

Fully qualified professional communicator

Some supervision responsibilities

Involved in planning

Regularly direct other professionals

CEO

Annual Median Base Salary by Position Description Total Canada

Q16. Please choose the description that best matches the position you held at the end of 2006.

Base: 1,013

OTHER FINDINGSTotal Canada

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Benefits

At least 6 in 10 respondents reported that they received the following as part of their benefits package in 2006:

Medical Plan (92%) Dental Plan (91%) Paid Vacations (80%) Vision Plan (79%) Life Insurance (72%) Company Pension Plan (65%)

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Compensation Satisfaction*

Almost one quarter of respondents (24%) gave the “top-box” score response of “very satisfied” for satisfaction with their salary level.

Six percent indicated they were “very dissatisfied”

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Variable Pay

51% received variable pay in 2006 Median = CDN$9,000 Mean = CDN$23,672

Industry/Sector Most Likely to Offer Variable Pay (Top 3)• Finance/Banking

• Government/Military

• Insurance

Industry/Sector Least Likely to Offer Variable Pay (Bottom 3)

• Cultural/Travel/Tourism

• Aerospace

• Environmental Services

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Independent Hourly RatesTotal Canada

Q29. If you will be self-employed at the end of 2006, what is your hourly rate?

Base: 50

6%

13%

8%

11%

24%22%

16%

Less than$50

$50 to lessthan $75

$75 to lessthan $100

$100 toless than

$125

$125 toless than

$150

$150 toless than

$200

$200 ormore

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Agency Hourly Billable RateTotal Canada

Q30. If you work for an agency, what will your hourly billable rate be at the end of 2006?

Base: 60

10%

14%

18%

11%

7%

10%8%

21%

Less than$75

$75 to lessthan $100

$100 toless than

$125

$125 toless than

$150

$150 toless than

$200

$200 toless than

$250

$250 toless than

$300

$300 ormore

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Salary IncreasesTotal Canada

Received Increase? 88% received

Increase Amount over past 2 Years 43% received 10% or more

Next Pay Increase 51% said 3 to 5% increase 22% said 6 to 8% increase Largest expected increases (20% or more)

Public Relations (32%) Consulting (16%)

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Base: 1,096

Non-Financial Incentives to Leave Current JobTotal Canada

1%

2%

3%

3%

8%

9%

20%

21%

32%

Better workplace (physical) environment

Closer to family

Better perks

Better benefits package

Less commuting time

Other non-financial incentive

Work-life balance

More interesting work

Opportunities for advancement

Q23. Which of the following non-financial incentives would compel you to leave your current job?

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Change in Staff/SizeTotal Canada

The top three industries most likely to report increases in staff/size were:1. Government/Military

2. Education

3. Finance/Banking

52%

2%8%

39%

Increased

Stayed the same

Decreased

Don’t know

Q6. During the last two years, has your communication department, practice or firm’s staff/size…

Base: 1,106

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Change in Budget/RevenueTotal Canada

The top three industries most likely to report increases in budget/ revenue were:1. Government/Military

2. Education

3. Medical/Healthcare

49%

30%

10%

11%

Increased

Stayed the same

Decreased

Don’t know

Q7. During the last two years, has your communication department, practice or firm’s budget/revenue… Base: 1,114

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International Perspective

*Caution: all pay data in above table reported in US Dollars (Canadian data included).** Includes only respondents who reported variable pay in 2006.

Note: Sample size varies between groups. Majority of respondents belong to chapters located in the United States and Canada.

United States Canada

OUSCA(Outside United States/Canada)

Median Base Salary* $75,000 $61,695 $77,891

Median Variable Pay** $10,000 $7,932 $18,535

Compensation Satisfaction(Indicated “very satisfied”) 22% 24% 22%

Professional Accreditation(Whether with IABC or other) 10% 14% 19%

Self Employment(Indicated “self employed”) 7% 6% 15%

Gender: Male Female

25%75%

19%81%

31%69%

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Comparison (2003 vs. 2006)*Total Canada

2003 2006

Median Base Salary $58,665 $70,000

Compensation Satisfaction 11% “Very Well Compensated” 24% “Very Satisfied”

Received Variable Pay 41% 51%

Benefits (Top Three)

1) Dental Plan (94%) 1) Medical Plan (92%)

2) Medical Insurance (93%) 2) Dental Plan (91%)

3) Long-Term Disability (83%) 3) Paid Vacations (80%)

Focus of Work (Top Three)

1) General Communications/PR (25%) 1) Corporate Communication (22%)

2) Corporate Communications (22%) 2) Internal Communication (18%)

3) Internal Communications (10%) 3) External Communication (12%)

*Caution: Survey design was not identical in 2003 and 2006. As such, only most frequently mentioned (top rated) response categories have been compared. Use caution when interpreting results.

SUMMARY

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Summary Survey Respondents were:

mostly female (81%) well educated (79% indicated some type of University degree)

Years of Experience: 54% had at least 10 years of experience in the communication

profession

Focus of work:1) Corporate communication (22%)2) Internal communication (18%)3) External communication (12%)

Accreditation: 14% of respondents were professionally accredited

11% percent of this 14% were accredited by IABC

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Summary Cont’d...Salary Statistics

Total Canada 2006(Includes all chapters, Base = 1,017)



IABC/Toronto 2006(Base = 364)



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Summary Cont’d...Predictors of Median Base Salary (Total Canada)

The following variables were statistically significant predictors of annual base salary in 2006:

1. Years of Experience in the Communications Profession

2. Gender

3. Accreditation

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Summary Cont’d...Median Salary by Selected Variables (IABC/Toronto)

Median Salary by Employment Situation

Self Employed = $80,000 Not Self Employed = $75,000

Median Salary by Professional Accreditation

Accredited = $94,000 Not Accredited = $73,000

Median Salary by Education

Graduate Degree = $87,000 Bachelor’s Degree = $73,000

Median Salary by Gender

Male = $85,000 Female = $72,500

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Summary Cont’d...Three Scenarios (Total Canada)

• Monica earns less than $60,000• Amy earns $60,000 to less than $80,000• Jesse earns $80,000 or more

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Summary Cont’d...Three Scenarios (Total Canada)

Monica(Earns less than

$60,000)

Amy(Earns $60,000 to less than $80,000)

Jesse(Earns $80,000

or more)

Age(Median)

Younger(30)

A bit older(38)

Older(43)

Years of Experience(Likelihood of 20 or more years experience)

Less Experience(5%)

A little more(10%)

Most Experience(32%)

Education(Likelihood of Graduate degree)

Less Education(9%)

A little more(12%)

Most Education(22%)

Hours Worked per Week(Likelihood of 50 or more per week)

Shortest Days(17%)

A few more hours(21%)

Longest Hours(51%)

Accreditation(Likelihood of accreditation)

ABC not likely(3%)

A few more(11%)

ABC Most Likely(25%)

Compensation Satisfaction(Likelihood of “very satisfied”)

Less Satisfied(12%)

More Satisfied(22%)

Most Satisfied(40%)

Gender(Likelihood female)

Mostly Females(86%)

Mostly Females(85%)

A few more Males(71%)

FOR MORE INFORMATIONPLEASE SEE THE DETAILED FULL REPORT

AVAILABLE FROM YOUR LOCAL IABC CHAPTER

IABC 2006 PROFILE 1 SUMMARY OF CANADIAN RESULTS IABC/TORONTO Prepared for:

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