What does marketing recruitment look like in 2023?
Source iStock
“We need marketers with an understanding of martech including knowledge of first-party data and personalisation, as well as strong storytelling skills.” Sound familiar?
Questions now being asked by marketing recruiters at exec search firms are:
Do they understand first-party data?
Do they know their technology platforms?
Do they understand personalisation?
Brands are also looking for marketers skilled in storytelling.
Does this ring true for you and your marketing teams?
If you look at LinkedIn data published in September 2022, there are specialist skills needed in digital, social and tech.
See table below: 2015 vs 2022: most wanted skills in marketing
Source: LinkedIn & Marketing Week
And if you scoot back to 2015, social media marketing was the top skill, followed by digital marketing.
As Marketing Week points out, SEO was a new addition to the list for 2022, alongside Adobe Photoshop, content marketing, Google Analytics and corporate communications.
These are all skills that fit into the wider marketing picture but the skills gaps change depending on the needs of the audiences you reach. Whether you’re trying to influence stakeholders for a research project or working with students to share their experiences - they might require experience in using different channels and formats.
Are employers seeing marketing skills gaps?
Lucky Saint are just one of the brands featured as going through a period of growth.
But for other businesses, marketing director Kerttu Inkeroinen, is seeing the opposite trend:
“Among the roles Lucky Saint is hiring for, many of the applicants for the PR and social media jobs have been made redundant from their previous roles. These functions are perhaps seen as not ‘necessary or core’ to the business and therefore more likely to be replaced by agency support”
“Overall, we’re definitely still seeing a demand and a need for brilliant marketers,” she adds. “It’s just that shift in balance now, [towards] much more upskilling.”
Storytelling:
Is storytelling a skills gap you’ve got in your marketing and comms teams? Got some amazing people but just need some external input and motivation to join the dots?
We run workshops on how to think like a journalist that cover:
How to get a journo interested
How to improve the stories for your website
Writing press releases people will read
How to write comment pieces, how to write for academics/get them to write,
How to turn your academics into thought leaders.
