Seven in ten execs (71%) at large companies and agencies say their digital marketing teams are strong in some areas but mediocre or weak in others, according to a recent report by the Online Marketing Institute, ClickZ, and Kelly Staffing.
Moreover, 21% of executives surveyed say their employees are mediocre or weak across all digital areas.
Only 8% of survey respondents say their employees are strong in all areas of digital marketing.
Below, additional key findings from the report, which was based on data from a survey of 747 executives from global agencies and Fortune 500 companies.
The Talent Gap
- 22% of respondents say the need for digital marketing specialists is growing.
- Of greatest need are specialists in analytics, email, content marketing, mobile marketing, and social media.
- In all of those areas, there is a significant gap between how important executives believe the skill-sets are and the perceived talent level of their teams:
- 40% of respondents are not able to find sufficient talent to handle their digital marketing workloads.
- 70% of large enterprises and 75% of agencies say referrals from professionals are more helpful than the other resources they use to find talent.
- 36% say students just out of school do not yet have the real-life experience required for their open positions.
- 70% of large enterprise respondents and 72% from agencies say young employees have a sense of entitlement and expect to advance or be hired for upper-level positions before proving themselves.
Verifying and Building Skills
- Just 32% of respondents are satisfied with their company's efforts at assessing new digital marketing hires.
- 30% of large companies and 24% of agencies say they are unable to adequately distinguish between those with the right digital marketing skills and those without.
- 83% of agencies include training in their orientation programs. However, just 32% test to measure skill acquisition.
- 28% of large enterprises and 39% of agencies plan to introduce formal training programs to improve digital marketing skills.
About the research: The report was based on data from an online survey conducted in August 2013 of 747 respondents from large businesses (more than 100 employees) and agencies/consultancies.
Continue reading "State of Digital Marketing Talent: Skills Lacking, Specialists Needed" ... Read the full article
MarketingProfs provides thousands of marketing resources, entirely free!
Simply subscribe to our newsletter and get instant access to how-to articles, guides, webinars and more for nada, nothing, zip, zilch, on the house...delivered right to your inbox! MarketingProfs is the largest marketing community in the world, and we are here to help you be a better marketer.
You may like these other MarketingProfs articles related to Career Management:
- How Emotional Intelligence Impacts Career Success [Infographic]
- 15 Leadership Lessons From Female Founders and CEOs [Infographic]
- How to Find a Life-Changing Mentor [Infographic]
- The State of Content Entrepreneurs: Motivation and Pay Trends
- The 50 Most Searched for HR Questions on Google [Infographic]