The digital marketing industry is evolving at breakneck speed, with new tools, platforms and strategies reshaping how businesses connect with their audiences. Amid this rapid change, the Digital Marketing Sector Council‘s fall 2024 report reveals a troubling skills gap that could hinder progress. The report outlines hiring challenges, highlights the most sought-after skills and provides actionable recommendations for both employers and job seekers to close the gap.

Key findings 

According to the report, 58 per cent of survey respondents struggle to find suitable candidates, with many citing applicants lacking essential skills as the primary issue. While traditional qualifications like a bachelor’s degree remain popular—and are required by 69 per cent of employers—this emphasis on formal education is not aligned with the industry’s fast-changing demands.

The report draws from data provided by 93 professionals across diverse industries, including marketing agencies, health care, hospitality and education. Participants represented businesses of varying sizes, from solopreneurs to companies with over 10,000 employees. Notably, 33 per cent of respondents came from the marketing and communications sector, and more than half (55.9 per cent) held managerial-, executive- or director-level positions. Geographically, the majority of respondents were from Ontario (32 per cent), Nova Scotia (27 per cent) and British Columbia (15 per cent).

Among the most in-demand skills employers are looking for, social media expertise stands out as a top priority. In fact, 71 per cent of respondents say they value candidates who can manage content, create posting schedules and analyze performance. SEO, or Search Engine Optimization, is equally important, with 60 per cent of employers focused on hiring individuals who can boost their online visibility. Paid social media advertising isn’t far behind—another 60 per cent say this skill is a must-have for success in digital marketing roles.

But here’s the catch: while these skills are in high demand, many candidates are falling short. The report reveals that proficiency with AI tools is notably missing from most resumes. As businesses come to rely more and more on generative and predictive AI, this gap highlights just how critical it is for marketers to stay ahead of the curve and adopt these evolving technologies.

The Call for Alternative Credentials

Traditional education alone is no longer sufficient to prepare job seekers for the modern digital marketing landscape. The fall 2024 report advocates for increased recognition of industry certifications and microcredentials, which focus on practical, job-ready skills. Certifications offered by short, skills-based organizations like Jelly Academy, Brainstation, and Growclass are effective alternatives to degrees, offering focused and up-to-date training.

Employers must rethink their hiring practices by valuing alternative forms of education so that businesses can tap into a broader talent pool equipped with current, relevant skills.

This shift toward practical training is especially crucial, as 57 per cent of employers say they know which skills to look for but can’t find enough qualified candidates. Expanding searches to include non-traditional credentials, as well as offering remote work opportunities, could alleviate this hiring bottleneck.

Soft Skills Matter, Too

While technical expertise is critical, the report underscores the importance of soft skills in digital marketing roles. Creativity, critical thinking, and effective written communication rank as the top three soft skills employers seek. These attributes enable digital marketers to craft compelling campaigns and adapt to the dynamic nature of the industry.

Building a Future-Ready Workforce

For job seekers, the report offers clear guidance on improving employability:

• Upskill continuously: Candidates are encouraged to pursue certifications in emerging areas like AI tools and influencer management, which are increasingly vital.
• Showcase adaptability: Highlighting creativity and problem-solving abilities can set candidates apart in a competitive market.
• Leverage remote work: With remote opportunities on the rise, job seekers can expand their horizons beyond local job markets.

The Digital Marketing Sector Council’s report paints a clear picture: bridging the skills gap requires collaboration between employers, educators and job seekers. By embracing flexibility in hiring practices and investing in ongoing education, businesses can build resilient teams capable of navigating the ever-changing digital landscape.

To delve deeper into the survey results and recommendations, explore the full report here.