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skills & motivations.

This section provides a breakdown of the inherent skills, learned skills and motivations/aspirations for each skill cluster. Inherent skills and motivations/aspirations combined are commonly defined as “soft skills” in the market.

inherent skills

  1. 1. communication and persuasion
  2. 2. creativity and innovation
  3. 3. analytical skills
  4. 4. strategic thinking
  5. 5. organizational skills
  6. 6. adaptability
  7. 7. learning agility
  8. 8. broad scanning
  9. 9. observing and curiosity about people and relationships
  10. 10. empathy
  11. 11. experimentation
  12. 12. big picture perspective

learned skills

  1. 1. product marketing
  2. 2. advertising
  3. 3. content creation
  4. 4. data and analytics
  5. 5. digital marketing
  6. 6. tools and platforms
  7. 7. brand management

motivations/aspirations

  1. 1. understanding people, trends and pop culture
  2. 2. creativity and innovation
  3. 3. understanding consumer behavior
  4. 4. financial rewards and incentives
  5. 5. career advancement and development
  6. 6. impact on business success
  7. 7. working with brands and products they believe in
  8. 8. collaboration and teamwork
  9. 9. technology and digital engagement
  10. 10. networking and relationship building
  11. 11. competitive nature of the field
  12. 12. opportunity to influence people and persuade
  13. 13. global reach and cultural engagement

what it shows


The chart here illustrates the sub-level of learned skills required for marketing, content and advertising in each of the 24 markets researched. The findings presented here are based on a combination of verified, normalized labor market data by market and granular, skill-based data sourced from professional social media networks and job boards, as well as career sites.

Use the AI filter to understand how the growth of artificial intelligence has impacted these skills.

need to know

  1. Digital marketing is one of the most popular sub-skill categories, which gained traction with the rise of social media.
  2. Product marketing is one of the most sought after skill sets in the enterprise space.
  3. Lately, AI functionalities of existing tools are seeing higher demand within this skill cluster.

skills supply.

what it shows


Skills supply data indicates the total number of individuals who have the skills required for marketing, content and advertising in each of the 24 markets researched. These figures are based on a combination of verified, normalized labor market data by market and granular, skill-based data sourced from professional social media networks and job boards, as well as career sites.

Use the chart to understand the availability of skills (“supply map”), availability of sub-skills (“skill type”), talent with recent job search activity (“active talent”), as well as the share of talent who prefer permanent or contract work (“preferred employment type”).

The AI filter can help you understand the ways in which talent supply has been impacted by the growth of AI.

need to know

  1. The marketing, content and advertising cluster has experienced relatively modest growth of 12% in terms of absolute supply. From this supply, 15% are new and inexperienced talent, and the rest moved into this field of work from other areas.
  2. Despite being a non-tech cluster, the marketing, content and advertising cluster has a relatively high share of talent adopting AI, at 9% of the total talent pool.
  3. Talent within this skill cluster are more active in terms of pursuing new opportunities than other skill clusters; more than 52% of talent actively look for new opportunities, an increase of 45% year-over-year. However, this doesn’t necessarily translate to actual mobility (17.9% for this cluster), as talent with AI skills are on average 46% more mobile than talent without.

skills demand.

what it shows


Skills demand data indicates job postings that require marketing, content and advertising skills in each of the 24 markets we researched. These figures are based on a combination of verified, normalized labor market data by market and granular, skill-based data sourced from professional social media networks and job boards, and career sites.

See demand for each skill cluster by market, explore demand for sub-skills within each cluster or view the job vacancy ratio (JVR) — defined as hiring complexity — to understand market competitiveness for these skills. The higher the JVR, the more competitive it is to recruit.

The AI filter can help you understand the ways in which skills demand has been impacted by the growth of AI.

need to know

  1. Marketing, content and advertising jobs took the biggest hit this year of all clusters, with absolute demand dropping by approximately 40% and its JVR decreasing to 1.3%.
  2. Demand for experienced talent in the cluster is substantially higher, with a JVR of 2.3%, although it’s falling below the relative market norm across a significant share of markets.
  3. Demand for AI skills within the cluster stands relatively high at 6.8%, making it the third-highest of all skill-clusters, just behind cloud computing and data science and analytics. Talent in the cluster are mostly embracing AI and staying slightly ahead of the demand.

compensation.

what it shows


The data included in this graph shows the average salary brackets in U.S. dollars for marketing, content and advertising skills in the 24 markets examined by level. Compensation data is mapped and analyzed from combined sources providing current pay data.

Select the markets of interest to understand which salary ranges are considered competitive and in which markets you should recruit to stay within budget.

need to know

  1. The marketing, content and advertising cluster has actually seen an increase in terms of average compensation. Although, to some extent, this increase is caused by lower demand and jobs with higher levels of seniority being advertised.
  2. Major increases in average salary for the cluster were observed in Mexico, Poland and other common offshoring markets.
  3. The markets experiencing the lowest shift in salaries are mainly the Nordics (Sweden and Norway).

remote & hybrid working.

what it shows


Remote working data shows the percentage of job postings that offer candidates remote or hybrid work for marketing, content and advertising roles (noted as “demand”), as well as talent working preferences (noted as “supply”) in each of the 24 markets researched.

It is estimated that the actual share of remote/hybrid working opportunities is higher than advertised online. You can view the data by both skill cluster and individual skills.

need to know

  1. Candidate preferences towards remote and hybrid work in the marketing, content and advertising sector have increased, with 71% preferring remote work, and 69% preferring hybrid.
  2. The general share of jobs offered as remote dropped by approximately 50% year-over-year, while there is almost no change in the share of hybrid opportunities at 9.7%.
  3. Despite remote opportunities trending downward, the marketing, content and advertising cluster remains among the most flexible. It ranks third in the number of flexible working arrangements offered. On the same note, the share of talent who prefer contract employment is the highest across all clusters at 22.3%.

gender diversity.

what it shows


Gender diversity data shows the current balance of male to female employees currently working in roles that require marketing, content and advertising skills in each of the 24 markets researched. Findings are based on self-identified, normalized data from talent supply sources.

Use the chart to understand in which markets you are more likely to engage female talent with marketing, content and advertising skills. You can view the data by both skill cluster and individual skills.

need to know

  1. The marketing, content and advertising cluster is the most gender diverse of all skill clusters, surpassing customer service jobs. This year, (self-identified) female talent comprise 49% of jobs in the cluster, compared to 51% for (self-identified) male talent.
  2. This is the only skill cluster that has more female talent starting their careers than male, with 52% female representation. It is also the only cluster with a fully gender-balanced talent supply.
  3. In terms of AI skills, there is still a level of disparity between female and male talent; only 37% of marketing talent with AI skills are female. The situation is somewhat better with talent starting out their careers, at almost 42%.

take a deep dive into the in-demand skills research and find your competitive talent advantage.

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