Filling the digital talent gap

MANILA, Philippines — While employment for digital marketing skyrockets in recent years, the individual’s talents and skills have dipped, Dave Chaffey of SmartInsights.com reports.

“As demand for digital marketing has grown, so has the number of specialist digital jobs needed in companies and agencies,” Chaffey writes. “Google Trends shows us that searches for Jobs in Digital Marketing has overtaken Jobs in Internet Marketing and continued to grow through 2013.”

However, Chaffey laments that there is a talent gap between jobs required by businesses against in-house roles in the US.

According to recent figures from ClickZ, Kelly and OMI, there is an average of 25% talent gap among the skills required by companies for their digital marketers with the largest gap in digital analytics at 37%.

The skills are the following: analytics, mobile, content marketing, social media, email marketing, marketing automation, SEO, and digital marketing.

“Large enterprises/brand companies are not achieving desired output from their digital marketing teams and potentially missing out the shares,” Chaffey adds.

In addition to the above barriers, hiring managers say that sorting through resumes is time-consuming and that applicants do not differentiate themselves from one another.

Thirty-four percent of them cite that there is a lack of previous experience from the applicants; 30% cite they are unable to find the digital talent they need.

That is why two-thirds of the marketers say they would find on-demand classes, customized e-learning, or in-person workshops to be valuable to their organization.

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