In a recent conversation with a chief technology officer, he asserted all digital technology changes in his organisation were being led by IT and not by marketing. It made me wonder: How long a marketing function like this could survive?
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.
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