Top 14 marketing and digital job hotspots revealed

By AdNews | 11 January 2018

Recruitment firm Hays' latest job report for the marketing and digital sector predicts 14 hotspots of skills that are set to be in demand for the first half of the year.

Its study, based on internal data, is updated twice a year to reflect changing market conditions and from now until June it has earmarked 14 core areas that will be in demand

“Recruitment activity will remain buoyant in marketing and digital during the first half of 2018, especially for marketing professionals who can deliver outcomes amid ongoing accessibility pressures, customer centricity requirements and the changing technology landscape,” regional director for Hays marketing and digital Eliza Kirkby says.

“Both specialised digital marketing (digital insight and analytics, digital content producers and social media managers, for example) and hybrid roles will be created. As digital becomes more integrated into marketing functions, the latter will continue in the year ahead.”

In terms of individual skills, Hays says it's seeing increasing demand for marketing professionals with email and CRM skills to target potential customers.

Hardly surprising, it also says it's seeing a need for candidates with both e-commerce and digital skills combined in one role.

“Demand for such professionals grew during the second half of 2017 and shows no sign of abating,” the spokesperson adds.

“For such roles, employers want all-round digital marketers who understand digital performance and have a high level of commercial acumen in order to drive digital sales.”

See: Ad tech salaries revealed

The report states there will also be ongoing demand for marketing professionals with solid SEO and SEM skills, as organisations aim to optimise websites to profile their services or products more proactively and reach the correct customer base.

See below for the top 14 marketing and digital job hotspots

1. Data Analytics professionals will be in high demand too. This role requires a candidate with both hard and soft skills, who can use digital tools and pull data together while managing stakeholders and communicating the evidence for decision-making purposes.

2. Digital Marketing Analysts will also be sought, however there is a shortage of experienced digital marketers who can implement a full marketing strategy. Candidates are typically either strong digital marketing coordinators or pure specialists. With organisations looking for ROI and an evidence-based marketing approach, they will invest in this specialist skill set to ensure data is used to inform campaign and service offerings.

3. Content Producers and Writers will be needed since organisations understand that content is crucial to raise awareness and must be optimised. In addition, many organisations are planning to rewrite their website content, adding further to the requirement for these skills.

4. Content Advisors who understand UX will be in growing demand this half. Candidates must be strong content writers with an understanding of UX for online channels. Those who develop content with the end-user in mind are a hot commodity right now, as are skilled writers for all channels.

5. Digital Content Producers (video) will also be sought. Given the growing focus on video content, the demand for these skills will only continue to increase.

6. Campaign Marketing Managers will be in demand as more organisations bring campaign management in-house.

7. Marketing Coordinators will be needed too, however good entry-level candidates with a strong work ethic and a generalist skillset covering both traditional and digital marketing are in short supply.

8. Marketing Officers will be in high demand for temporary assignments as large organisations restructure and require an all-round marketing professional to fill the gaps.

9. With organisations recognising the importance of company culture, Internal Communications professionals will be sought. The focus is on specialist internal communications experience as opposed to externally focused professionals.

10. Issues/Risk and Reputation Managers are a growing area of need as organisations look to respond and engage with senior stakeholders swiftly when any risk or damage to their reputation occurs.

12. Media and Communications experts will be in demand across the public sector this half, particularly in locations where elections are looming.

13. Graphic Designers with a strong creative skillset will be sought too, particularly on a temporary basis.

14. Finally, Fundraising Coordinators with experience are another area of ongoing demand.


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