Technical skills related to data analysis are the most in-demand by employers looking to fill marketing jobs, and there are few candidates available with with these abilities, according to recent research from Venngage.
The report was based on an in-depth analysis of marketing job postings on The Muse board, where listings tend to be more digital-oriented. The researchers examined job posts at three career levels: entry-level (0-2 years experience), mid-level (3-6 years) and high-level (7+ years).
Venngage also analyzed 436,000 profiles of marketers on LinkedIn. All the individuals included in the sample were actively looking for a job or were open to taking on a new job if the opportunity was right.
The most in-demand skills by marketing directors and hiring managers are data analysis, SEO, SQL, Google Analytics, and HTML. Some 50% of entry-level and mid-level job postings included at least one of these as a desired skill; 33% of high-level postings included at least one as a desired skill.
Some 45% of all job listings included a desire for the candidate to have at least some ability to analyze data, yet just 3% of the marketing LinkedIn profiles examined included mentions of data skills.
Only .5% of the marketing LinkedIn profiles examined included SQL as a listed skill; 17% listed Excel as a skill and 7% listed Google Analytics.
Ayaz Nanji is an independent digital strategist and a co-founder of ICW Content, a marketing agency specializing in content creation for brands and businesses. He is also a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, AOL, and the New York Times.
LinkedIn: Ayaz Nanji