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: https://www.facebook.com/CMOAustralia, or check us out on Google+: google.com/+CmoAu

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Blog Posts

Data has the power to build or burn brands

A brand can be severely wounded by use or misuse of any of its assets and you could say data has the greatest power of all to inflict damage.

Lucy Acheson

Head of data strategy and customer experience, LIDA

Totto and your inorganic future

At Cannes Lions this year we’ve been treated to many artificial intelligence (AI) insights. It’s one of the major discourses of our time.

Richard Brett

CEO, opr

Personas of one and the rise of ‘always there’ marketing

I’ve got some bad news. The ‘always on’ marketing approach that many companies have only just fully implemented is already out of date.

Nigel Roberts

Founding partner and strategy lead, Yell

I read you post full. It's really good .

Yusuf

Salesforce ups the Marketing Cloud ante with Datorama acquisition

Read more

Promotion is difficult. You should be able to do it. Sometimes it turns out bad, and when you turn to professionals, it turns out well - ...

Jordan Samuil

Village Roadshow partners with Lion for pourage rights and promotional partnership

Read more

This is very good news for Australian SMEs as ActiveCampaign is an very powerful marketing automation / email marketing tool that costs a...

Lawrence

SMB marketing automation provider sets up Asia Pac HQ in Sydney

Read more

Completely agree! For the best commercial properties in Mumbai, visit our website - Jagaha!

Gizelle

Salesforce ups the Marketing Cloud ante with Datorama acquisition

Read more

Carisoprodol is used for treatment of pain.so it has some amount of drug use it carefully . Get its complete usage and prescription from ...

jensons henry

CMO profile: The strategy behind Cash Converters brand and customer experience reboot

Read more

Latest Podcast

More podcasts

Sign in