Communication, strategy and analytical skills are among the fastest growing soft skills for UK marketers, according to data from LinkedIn.
Communication skills are becoming increasingly important for marketers, with data from LinkedIn showing that they are growing “exponentially” and are among the most in-demand marketing skills.
In parallel with communication (2n.d.), strategy (6th) and analytical skills (7th) are the most sought-after soft skills for marketers. LinkedIn believes this is due to companies’ desire for growth, and that brands need marketers who have critical thinking and problem-solving skills to make informed decisions.
When it comes to key marketing skills, social media (3rd), digital marketing (4th) and marketing strategy (5th) are among the most sought after in the UK and worldwide.
“As the world of marketing rapidly evolves in the AI era, the skills marketers need to thrive are also changing,” said Tunji Akintokun, Senior Director, Head of Enterprise Solutions, UK and Ireland, LinkedIn. says.
Companies are “prioritizing” human-centered skills in marketing, he added.
Last year’s Marketing Week Careers and Salaries Survey revealed that data analytics is the biggest skills gap for marketing teams.
More than a third (34.4%) of the more than 3,000 respondents who took part in our 2023 survey identified it as an area for companies to improve, along with content, copywriting and social media .
“Strong communication is essential to building trusted customer and stakeholder relationships, demonstrating financial fluency and ROI, amplifying executive voice, and building memorable brands,” Akintokun said. says.
“To keep up with technological advancements, businesses are using analytical skills and creativity to solve problems and leverage results-driven digital marketing strategies to drive long-term growth and build brand reputation. We also want modern marketers who can do that,” he concluded.
Over the coming weeks, Marketing Week will publish a deep dive into the skills and competencies of marketers, including the impact of tighter budgets, team restructuring and work patterns, based on our 2024 Careers and Salaries Survey . Click here to see all the content we’ve published so far.
