The UK may be attracting some of the biggest digital brands in the world but, it seems, they have an ulterior motive; digital professionals in this country command some of the lowest salaries in Europe.
According to professional services company Willis Towers Watson, the average cost per employee for someone working in digital marketing in the UK is £47,000, below Germany (£50,000), France (£56,000) and Switzerland (£82,000).
Even IT workers are scrabbling round the bottom of the European pay scales, on £52,000, considerably less than the likes of Germany (£59,000), France (£67,000) and Switzerland (£87,000). Only Ireland, Spain and Turkey have lower averages.
Not that Hugues Munaut, senior consultant at Willis Towers Watson, believes it is an issue. He maintains it makes the UK a far more attractive country to set up a digital business.
He said: “Given it has some of the lowest statutory employer costs in Europe, UK employers can offer higher base salaries and still maintain their competitive edge over European-based companies.
“This creates favourable cross-border salary comparisons for UK professionals and, in a sector with typically high international mobility, gives companies a very important advantage when winning the best talent.”
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