Exclusive LinkedIn data shows marketers are in demand, especially in the digital realm
Hiring trends on LinkedIn paint a picture of a recovering marketing industry. They also indicate an acceleration towards digitally driven marketing approaches and a sustained transition to remote and flexible working. Here is the count.
A new LinkedIn study shared exclusively with The Drum suggests that despite the pandemic and its economic consequences, opportunities in the marketing industry are only growing, with digital and media roles leading the way. The results point to a few key trends – and a host of new opportunities for the 3.2 million marketing professionals on LinkedIn – that will inform the direction of the industry as a whole. These are some of the main points to remember.
Marketing is a hot commodity
As the economic impacts of Covid-19 have decimated businesses of all types over the past year and more, the marketing industry has made an impressive comeback. On LinkedIn, some 381,000 marketing jobs were posted last year. And in the past six months alone, the site has seen a 63% increase in marketing jobs.
Notably, the growth of job opportunities in the marketing industry has varied considerably from industry to industry. Over the past six months, jobs in the arts (up 85.9%), retail (up 72.6%), education (up 63.7%) and business services (up 60.6%) increased the most. This likely indicates the resumption of areas that were initially most affected by lockdown orders and restrictions on in-person gatherings.
“The demand for marketing jobs has increased over the past six months due to the increased importance of marketing during the pandemic,” said Connie Chen, senior news analyst on LinkedIn. “Digital marketing gives organizations the ability to accurately target audiences, measure impact and connect with consumers in an age when the average adult is more online than ever before. As the majority of the nation’s workforce was sent to work from home, customers’ desire for digital experiences skyrocketed. This, in turn, has provided marketers with greater visibility in their businesses and stronger positions to provide strategic direction as new opportunities arise. “
Fastest Growing Digital and Media Jobs
One in two of the best marketing jobs listed on LinkedIn falls in the digital or media space. In terms of volume of jobs on LinkedIn, the most sought-after marketing job is that of digital marketer. Other roles in high demand include digital account managers, social media managers, digital marketers, copywriters, and digital strategists.
The fastest growing positions in the past six months, from highest to lowest growth rates, are Media Coordinators, Research Managers, Social Media Coordinators, Engine Marketing Managers researchers, media managers, marketing analysts, email marketers, search engine optimization analysts and digital media managers.
“Traditionally, marketing has been a cost center for a business and has always had to prove its worth in order to maintain or increase investments,” explains Chen. “With the pandemic accelerating digital transformation [such as] With retail shifting more towards e-commerce, companies are hiring more specialized marketers who understand the digital landscape and are able to address consumer concerns with solutions.
Data from LinkedIn confirms that a shift to more specialized digital skill sets is on track. The study found that the skills most in demand by marketers today are social media marketing, paid search strategy, social media, and search engine marketing.
Year-over-year growth models show the strongest growth in skills, including Instagram (up 72%), content marketing (up 63%), creative problem solving (in 45% increase), brand awareness (up 41%), branding (up 41%) and Hootsuite (up 39%). Other rapidly growing skills include Adobe Premiere Pro, Marketing Automation, Customer Experience, and Facebook Marketing.
“Marketers must continue to develop their digital marketing skills to advance in their careers,” says Chen. “While the pandemic did not create the growth of digital marketing, as these jobs were already growing steadily before Covid-19 changed our lives, it has dramatically accelerated the need for more sophisticated digital marketing skills. “
The future of work is scattered – and flexible
Since the start of the pandemic, job offers in distance marketing have quintupled. While only 2% of marketing roles were remote as of March 1, 2020, nearly one in 10 are today. In the last six months alone, LinkedIn has seen a 177% increase in the number of remote job postings for marketing positions. The results of the study suggest that even after the pandemic is exited, remote working is not expected to abate. Marketing roles in all fields are shifting towards more distant and flexible working arrangements.
The fastest growing remote jobs, in order of growth rate from highest to lowest, include digital marketers, copywriters, digital marketers, search engine optimization specialists, content writers and social media managers. Other rapidly growing positions include Marketing Directors and Media Buyers.
Not only are employers turning to remote and flexible working solutions, but they are also increasingly investing in blended and flexible approaches to staffing. The new study finds that in the past six months, the share of internship advertisements in the marketing industry has increased by almost 25% and the share of entrepreneurial advertisements has increased by 15%. In addition, registrations for full-time positions have increased by more than 20%.
The most in-demand markets for marketing talent today are Metro New York, San Francisco Bay Area, Metro Los Angeles, Greater Chicago, Greater Boston, Washington, DC area / Baltimore, Greater Seattle and the Dallas- Fort Worth Metropolitan Area.