LinkedIn hiring trends paint a picture of a marketing industry in the midst of healing. They also indicate an acceleration toward digital-first marketing approaches and a sustained shift to remote and flexible work. Here’s the run-down.
A new LinkedIn study shared exclusively with The Drum suggests that despite the pandemic and its economic consequences, opportunities in the marketing sector are only expanding, with roles in digital and media leading the charge. The findings point to a few key trends – and a swath of new opportunities for the 3.2 million-plus marketing professionals on LinkedIn – that will inform the direction of the sector at large. These are some of the key takeaways found.
While the economic impacts of Covid-19 decimated businesses of all types in the last year-plus, the marketing industry has made an impressive comeback. On LinkedIn, some 381,000 marketing job openings were posted in the last year. And in the past six months alone, the site witnessed a 63% increase in marketing jobs.
Notably, the growth of employment opportunities within the marketing sector has varied significantly across industry. Within the last six months, jobs in the arts (up 85.9%), retail (up 72.6%), education (up 63.7%) and corporate services (up 60.6%) grew the most. This is likely indicative of the recovery of sectors that were initially most impacted by lockdown orders and restrictions on in-person gatherings.
“Demand for marketing jobs has grown over the last six months because of the increased importance of marketing during the pandemic,” says Connie Chen, LinkedIn senior insights analyst. “Digital marketing gives organizations the ability to accurately target audiences, measure impact and get in front of consumers during a time where the average adult is online more than ever. As the majority of the country’s workforce was sent to work from home, customers’ desire for digital experiences skyrocketed. This, in turn, has provided marketers with more heightened visibility in their companies and stronger positions to provide strategic direction as new opportunities crop up.”
One in every two of the top marketing jobs listed on LinkedIn fall into the digital or media space. By volume of job postings on LinkedIn, the most desired marketing job is a Digital marketing specialist. Among other highly in-demand roles are digital account executives, social media managers, digital marketing managers, copywriters and digital strategists.
The top fastest-growing roles of the past six months, from the highest to lowest rates of growth, are media coordinators, search managers, social media coordinators, search engine marketing managers, media managers, marketing analysts, email marketing specialists, search engine optimization analysts and digital media managers.
