Discover The Top 10 Most In-Demand Marketing Skills
According to LinkedIn, social media is the most in demand skill that businesses are looking for, followed by digital marketing in third place.
In second place was management whilst communication was fourth, showing the value of people skills. Also high in demand were strategy which came in fifth place and marketing strategy was sixth as businesses deal with issues including inflation and the cost of the living crisis. The top 10 most in-demand skills are made up of leadership, project management, advertising and customer service.
“Marketers that can demonstrate cutting-edge skills in social media and digital marketing, and have the strategic prowess to build an all-weather marketing strategy and engage audiences across new mediums and channels, will be in demand in 2023,” says Tom Pepper, senior director at LinkedIn Marketing Solutions, EMEA and LATAM.
Throughout this period of uncertainty, businesses will be looking for marketers to help them “remain agile and stay top of mind for buyers to capitalise on growth opportunities ahead”.
Tom Pepper believes that communication ranked highly as it is “needed more than ever to help prove the business impact of marketing to internal stakeholders and strengthen future budgets”.
To find out the most in-demand skills, LinkedIn looked at the attributes employers and recruiters have mentioned the most often on LinkedIn when looking to hire in the six months leading up to October 2022. LinkedIn measured this demand by identifying the skills which LinkedIn members had who had been hired or contacted via LinkedIn during that time and the skills that were listed in the paid job postings.
Across all disciplines, marketing ranked in ninth place for 2023 as businesses work to stay on top of changing customer behaviour and consumer trends. Management came first, followed by communication in second place, customer service in third place and leadership came fourth.
Marketing featured in the top 10 list for the most in demand skills for business, placing sixth behind sales. Management, communication, customer service and leadership ranked highly, claiming the top four places.
For roles in sales, customer services holds the top spot, followed by management and communication, with marketing in fourth place.
Marketing also came ninth on the list for project management and recruitment, with LinkedIn saying “no one is recruiting for ‘one role’ anymore; they’re recruiting for the potential to learn and develop. To identify such potential, recruiters will have to develop new skills themselves.”
LinkedIn conducted separate research into workplace culture, which showed that 93% of businesses are concerned about employee retention. They found that 83% of organisations want to create a more people-centric culture to help prevent staff from leaving.
41% of organisations expect to spend more on staff learning and development in 2023, which falls below the 48% which was predicted for 2022 yet is the third highest figure over the past seven years.
According to LinkedIn, businesses are looking to improve retention by “providing learning opportunities”.
The main factors driving people to seek employment elsewhere are better compensation and flexibility, followed by challenging and impactful work, opportunities for career growth within the company and opportunities to learn and develop new skills.
Marketing Week conducted a career and salary survey for marketing roles, which showed that the most common reason why people have recently moved into a new job is wanting to learn new skills at 26.3%, with another 26.3% keen to find a new direction. 21.3% of marketers say that they were attracted by the company’s culture, whilst 16% say that the pandemic made them rethink their priorities. 15.2% of people say that their new business is better aligned with their personal views, 14.5% wanted flexible working and 13.9% were looking for a change of location.
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