Data analytics, CRM, digital marketing top skills shortage list

New report on the Australian jobs market from Hays shows a massive gap between supply of and demand for a wide range of marketing skillsets including data analytics, digital marketing and integrated marketing strategy

A new jobs report has highlighted a major gap between the demand for and supply of skilled marketing candidates with digital marketing and data analytics experience in the Australian market.

According to latest Hays’ quarterly marketing jobs report for July to September 2015, private sector vacancies remain high and there is a continued shortage of skilled candidates, particularly around digital marketing and big data experience.

“If employers are not currently recruiting in these areas, they usually expect to do so in the coming six to 12 months,” the group said. “We anticipate there will continue to be major shortages in these areas.”

Marketing analysts and customer insights analysts are among those most in demand, and Hays noted qualified candidates with SAS and SQL skills are in short supply.

“Businesses who would usually look for a specific industry background have therefore become more flexible in their requirements,” the recruitment firm stated. “Both permanent roles and temporary assignments are on offer, with candidates preferring permanent positions.”

CRM specialists are also being sought thanks to a massive push on CRM from businesses, yet these skills are lacking from the candidate pool.

“In addition, as companies look to ensure that their messages are targeted, CRM has taken on high priority for B2C businesses,” Hays said.

Other highly sought after candidates are digital marketing managers, content managers and integrated campaign managers with a mix of digital and traditional skills. This is because increasing numbers of brands are looking to better integrate traditional and digital campaigns, Hays said.

It’s not just the pure digital and technology skills lacking either. Brand managers with digital experience are needed, but are in short supply, Hays said. Strong marketing coordinators and executives are also being snapped up and often receive multiple offers, particularly if they boast of digital exposure in areas such as social media marketing and EDM campaigns, Hays said.

Marketing communications is also proving to be an active market, with employers hiring across the private and public sectors, Hays said. In the public sector, digital experts are in demand as departments redevelop their Internet and intranet systems, Hays said.

B2B product marketing managers and B2B digital marketing coordinators are another area of candidate need and vacancies are primarily in industrial and construction product-based companies, Hays found. These organisations are increasingly looking to adopt a digitally focused marketing strategy and are either creating new roles or restructuring teams in order to recruit digitally experienced candidates.

In April, the Australian Digital Skills and Salary Survey showed Australian businesses are facing a significant competitive disadvantage as a result of the digital skills shortage, but lack the strategy to address the shortfall.

Commissioned by the Slade Group Digital Practice and NET:101 and undertaken by Sweeney Research, the report found a quarter of local businesses are finding it difficult to source digital employees. Seventy per cent said the digital skills gap was taking a moderate or heavy toll on their business.

Follow CMO on Twitter: @CMOAustralia, take part in the CMO Australia conversation on LinkedIn: CMO Australia, join us on Facebook:, or check us out on Google+:

Join the CMO newsletter!

Error: Please check your email address.
Show Comments

Supporting Association

Blog Posts

Un-complicating multi-channel marketing: 5 actionable steps

There’s so much choice available that customers can pick and choose who they buy from and where, when, and how it happens. They want to discover, research, evaluate, and purchase on their preferred channel. Give them that option, and they’re more likely to choose you. That’s the whole point behind the multi-channel approach.

Aaron Agius

Co-founder and managing director, Louder Online

People in vegan houses shouldn't throw bacon

Picture this. You’re at a Gourmerican burger joint chomping a cheeseburger, when an outspoken vegan friend starts preaching that you’re killing the planet. Last week, that same vegan downed a pricey glass of pinot before their flight to a far-flung destination, armed with their strongest mossie repellant and first aid kit. Anything amiss?

Abbie Love

Strategist, Ikon Communications

The role of the CMO is evolving: Are you keeping up?

My (amazing) vacation in the Galapagos Islands earlier in the year got me thinking about Charles Darwin and his theory of evolution. What does this have to do with the role of today’s CMO, you ask? Plenty.

Sheryl Pattek

Vice-president, executive partner

Very good article, Social media analytics helps in problem identification. They can serve as an early warning system for negative custome...


Four ways to use social media to boost customer loyalty

Read more

It’s excellent aiming to resurrect the complete within the hearts and minds of connected customers, moreover because the terribly relevan...

CMO Interview: How Kodak’s global CMO is bringing the brand back from the brink

Read more

Great to see ActiveCampaign's growth funded with some serious money.As a platform, it's up there with the usual suspects in terms of feat...

Lawrence Ladomery

CMO's top 10 martech stories for the week - 13 October

Read more


Kerry Edwards

Open Colleges taps into social for better student interaction

Read more

Or just go to sites like www.shopsthatshiptoaustralia.c... and others and be sure that the stores will send to where you live :-)


Why online shopping is like dating – RedBalloon CEO

Read more

Latest Podcast

More podcasts

Sign in