According to a report published last month Bureau of Labor Statisticsthere are currently 11.3 million job openings in the U.S.
Like most other industries, marketing has been affected by the so-called “big resignation”, although demand continues to grow, with the total number of marketing jobs expected to grow by 10% by 2030.
As part of its series analyzing the 2022 marketing job outlook, LinkedIn Check Changes in the field, identifying the most in-demand skills for employers, available roles and how marketers are adapting to a changing economy.
Marketers see big changes in their workforce
According to a LinkedIn report, 31% of LinkedIn members worldwide reported job changes in 2021, including 618,000 marketers.
This trend was highest in Asia Pacific, where job changes increased 59% year over year. Europe, the Middle East and Africa reported a 46 percent increase, while North America had the lowest rate of employment change at 38 percent.
Top Marketing Skills in Demand
According to the LinkedIn report, most in-demand skills and subjects of study have one clear favorite: digital marketing.
This may be due to its broad applicability, although the pandemic-driven shift from in-person to online in a wide range of fields also highlights the importance of the digital sphere.
Marketing techniques that are highly sought after in North America are:
- sell
- event marketing
- digital marketing
- social media marketing
- Property management
In Europe and the Middle East, the most valuable skills are:
- digital marketing
- sell
- Advertising
- email marketing
- Search Engine Optimization
Asian employers are looking for marketing professionals with the following skills:
- digital marketing
- Advertising
- Affiliate Marketing
- Facebook Marketing
- social media marketing
according to LinkedIn Learning, Marketing professionals are also improving their soft skills, including time management and interpersonal communication.
The role of the mobile marketer
The most popular marketing careers in North America are:
- social media marketing
- Marketing Strategist
- Marketing Manager
- online expert
- Product Marketing Manager
In Europe and the Middle East, the most sought-after professionals work in the following fields:
- Marketing Manager
- Marketing expert
- social media manager
- Digital Marketing Specialist
- Digital Marketing Manager
Companies recruiting in Asia Pacific are looking for:
- content writer
- Digital Marketing Specialist
- Marketing Manager
- Digital Marketing Manager
- Digital Marketing Executive
Marketers gravitate to big cities, even with remote options
The growth trend for remote work is growing globally, with North America leading the way with a 121% increase in remote work, followed by Asia Pacific with a 77% increase and Europe with a 58% increase.
However, even as remote and hybrid home/office jobs increase, LinkedIn sees that marketing professionals are still migrating to larger urban areas. Cities such as New York, Los Angeles, London, Paris, Singapore and Sydney have all seen an influx of new marketing talent.
Salary-driven job changes
In research, LinkedIn found that many marketers accept different roles based on salary rather than seniority. North America reports that only 30% of job changes include promotions, and 46% are considered lateral.
In Europe and Asia, it is actually more common for marketers to downgrade when accepting a new role (50% and 47%, respectively).
Read LinkedIn’s blog post about their findings here.
Featured Image: BlueSkyImage/Shutterstock
