By: Zoran Savin, IAB Slovenia
Last year I realized that if I really wanted to get people riled up, I should just ask them “How are things with the staff in your company?” It’s true that there has been a shortage in talent for some time in the digital marketing market. What’s more, each day they need more and more staff because of the fact that digital marketing is changing so fast. It is generally difficult to talk about “digital staff”. It’s better to talk about marketing professionals on one side, and digital marketing specialists, on the other (PPC, content, social …).
At www.Mojedelo.com they have a very good insight into what companies are currently looking for. They told me that currently the most sought after staff are: head of digital marketing, head of digital projects, digital marketing specialist, digital marketing associate, digital marketing assistant and digital marketing tutor. If they seem quite similar, it’s because they are. Even though the titles are different, tasks and expectations are quite similar. Perhaps a bit more is expected from the leads (strategy, planning, analysis, reporting …).
Digital marketing is a very complex field, and it seems to me that we could fall into a trap if we are looking for someone who knows everything because the knowledge can be very specific. I’m talking, for example, about PPC campaigns or programmatic advertising, or about experts with specific knowledge of using certain software (Mailchimp for example).
You’ll hear the same thing from human resources experts. If you are looking for someone for digital marketing today, you really need to know what kind of staff you are looking for. You are most likely to attract them with challenges that await them. Many of them point out that they prefer to choose companies that offer them work with the latest tools.
As a starter for making a good vacancy ad, a good starting point in my opinion is https://workable.com/. There you can find a list of classic positions in digital marketing. It is for candidates to know which positions within digital marketing are sought after, and for employers to know what to write in an ad that will attract the right candidates.
