Workers are increasingly reluctant to undertake long commutes to their job and many cite travelling time to their place of work as a factor when changing jobs, recruitment specialist Alternatives said in a year-end review.

The company, which specialises in the recruitment of marketing professionals, said the provision of a car allowance was not sufficient to attract staff who must travel a long distance to work.

"Car allowances are not enough; geography will be the deciding factor," said Bernie Keogh, a business manager with the firm. "Flexible work-time options and non-traditional hours will be discussed more than ever.

"Location has become a key criterion for candidates in their job search. It is often one of the reasons cited for leaving a company."

Such factors were increasing in importance even as salary demands rose in certain sectors, Alternatives said. In a review that predicts strong demand next year for marketing practitioners in the telecoms, financial services and fast-moving consumer goods sectors, the company said "ethnic marketing" specialists will also be in demand in line with the growth of the Polish, Chinese and other immigrant communities.

Alternatives said firms in the financial services sector were looking for marketing practitioners from the telecoms industry because the financial sector was at a similar phase of development as the telecoms market five years ago.

"They [ financial services companies] are realising that they need to stimulate clients to use more of their products and to retain customers as their products reach maturity."

The company also said there was a skills gap for good online marketing practitioners.