Which areas of expertise and which skill sets are most in demand by employers looking to make marketing hires this year?

To find out, McKinley Marketing Partners surveyed 186 professionals who work in a marketing function or have influence in selecting candidates for marketing positions. Respondents came from a wide range of industries and company sizes.

Not surprisingly, being up to date on technology is important for job seekers, the survey found. Some 27% of companies plan to hire more people with digital marketing skills this year than they did last year—the biggest increase for any area of expertise.

Overall, the expertise areas with the most planned hires this year are general marketing (42% of respondent plan to fill at least one role) and content management (42% as well).

Respondents say they are looking to hire across all job levels in 2016.

For junior and entry-level candidates, the most opportunities will be available to digital marketers, analysts, and content managers.

Some 64% of respondents say problem-solving is an essential "soft" skill that job candidates must possess; 53% say elegant thought articulation is a top requirement.

About the research: The report was based on data from a survey of 186 professionals who work in a marketing function or have influence in selecting candidates for marketing positions.

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ABOUT THE AUTHOR
image of Ayaz Nanji

Ayaz Nanji is a digital strategist and a co-founder of ICW Media, a marketing agency specializing in content and social media services for tech firms. 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

Twitter: @ayaznanji