With over thirty years of marketing recruitment experience under our belts, we’ve seen digital marketing emerge throughout the years and we’re in a good place to understand the digital skills that are becoming more sought after.
There has been a surge in digital marketing over the past ten years and a demand for those with digital skills. In fact, the landscape has changed so rapidly, there are roles and social platforms around now that we didn’t even know about back then!
Let’s take TikTok as an example. More often than not, we’re speaking with clients who don’t want to miss the TikTok boat, and we understand why! With TikTok being the most downloaded app in 2021, many brands have hopped on the app in its infancy and have been met with resounding success, engagement and traffic.
Digital is a vast industry with many arms, so while it’s worthwhile having a strong understanding of digital as a whole, there is power in specialising in certain areas. If you didn’t know, we are in a candidate-driven market which means that candidates have the pick of the crop when it comes to jobs, especially those with the most sought after skills.
If you’re just starting out in your digital career or looking to expand your skill set, these are the most in-demand digital skills we’re seeing at the moment:
As mentioned above, TikTok has seen a surge in brands creating videos. Video used to be for TV ads, but as social media platforms have started to introduce videos, brands have started to take advantage. Typically, video is the best performing content across all social channels, generating more engagement than any other content. The beauty about this type of content is that you don’t need to be a polished Videographer, but knowing video basics won’t go to waste. If you want to learn more, start creating Reels or TikTok videos to get to grips with how it works, try adding on-trend sounds and filters, and think about how you can incorporate them into your social media activity. You can then step up your editing skills using tools such as Adobe Premiere Pro or Final Cut Pro.
Content is king in the digital marketing space, which is why you’ll need to know everything there is to know about content marketing. Content is constantly evolving and is now more than just writing a flurry of blog posts, we’re now in a world where it spans social, testimonials, graphics, infographics, podcasts, email marketing, newsletters, thought-pieces, and video. Content connects you to your audience, so if you’re able to capture an audience through the development and design of captivating content you will be sought after as it’s a key skill most employers are searching for. In fact, it’s a number one priority for many, and when you consider that an effective content strategy is more likely to create leads than paid marketing, you can see why!
Nowadays data is available immediately and is easy to access, unlike years ago, when almost everything marketing-related was distributed through print. Because of this, employers are looking for people who can collate and interpret data across different digital channels, and then use the data to make informed decisions that will improve strategies and campaigns. If you can do that, then you’re on to a winner! Skills
in Google Analytics are always called out for and there is plenty of training on the Google Digital Garage that will help you get to a point where you’re confident in gathering and understanding data.
Every brand wants to be seen online and reach that top spot on Google, and that is where Search Engine Optimisation comes in. SEO is an incredibly broad and complex subject, but the more you know the more sought after you’ll be. Getting to grips with keywords, backlinks, content optimisation, offline SEO, and local SEO will give you the advantage over the rest, and if you really find that you flourish in the world of SEO, you can get into the more technical aspects and become a specialist in that area.
A saturated industry and constant algorithm changes in the digital sphere mean that organic reach is on the decline, which is why an understanding of paid marketing has become a digital marketing skill that more companies are on the lookout for. Many employers are looking for someone who can successfully and authentically navigate a combination of paid and organic, and whilst many have a good understanding of organic reach, paid experience is usually harder to discover. Specialists out there will tell you that there is more to paid than just boosting a post on Facebook, so we would advise that you go out there and learn all about PPC, Google AdWords, display ads and social media ads, and grasp an understanding of conversion and click-through-rates.
Digital is diverse and the skillsets required are only going to increase as the industry evolves. The role of digital marketing is now integral to any marketing department, so if it’s a career path that you want to take or have already embarked on, you’ll need to be open to constantly learning. There are plenty of resources online and marketing maestros that will give you the insights that you’ll want to soak up. And, if you’re looking for a job role where you can put your knowledge into practice, keep an eye on our job board which is regularly updated with digital marketing jobs.