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  • Writer's pictureNicole Harlow

Top 10 Skills Employers Look for in Digital Marketing Candidates




Digital Marketing is one of the fastest moving industries around, and in an economic climate of where "doing more, with less" is highly valued, employers are constantly on the lookout for candidates who possess a blend of creative and technical skills.


Whether you're just starting out or looking to advance your career, understanding the key skills that employers value can give you a competitive edge. In this blog, we'll explore the top 10 skills that can make you a standout digital marketing candidate in 2024 and beyond.


1. Data Analytics

Why It Matters: Data-driven decision-making is at the heart of successful digital marketing strategies. Employers seek candidates who can analyse data to understand customer behaviour, measure campaign effectiveness, and optimize marketing efforts.

How to Develop This Skill:

  • Learn tools like Google Analytics, Adobe Analytics, and Tableau.

  • Take online courses on data analysis and interpretation.

  • Practice analysing real-world data to make informed marketing decisions.


2. SEO and SEM

Why It Matters: Search Engine Optimization (SEO) and Search Engine Marketing (SEM) are crucial for driving organic and paid traffic to a website. Employers look for candidates who can improve a site's visibility on search engines, leading to increased traffic and conversions.

How to Develop This Skill:

  • Understand the fundamentals of SEO and SEM.

  • Stay updated with the latest algorithm changes and best practices.

  • Gain hands-on experience with tools like Google Search Console, Moz, and SEMrush.


3. Content Marketing

Why It Matters: Quality content is the cornerstone of any digital marketing strategy. Employers need candidates who can create compelling, relevant content that attracts and engages their target audience.

How to Develop This Skill:

  • Hone your writing and storytelling skills.

  • Learn about different content formats (blogs, videos, infographics).

  • Study content marketing strategies and trends.


4. Social Media Management

Why It Matters: Social media platforms are essential for brand building and customer engagement. Employers look for candidates who can manage social media accounts, create engaging content, and interact with followers.

How to Develop This Skill:

  • Understand the unique features and audiences of each social media platform.

  • Learn to create and schedule posts using tools like Hootsuite and Buffer.

  • Analyse social media metrics to optimize content and strategy.


5. Email Marketing

Why It Matters: Email marketing remains a powerful tool for nurturing leads and driving conversions. Employers seek candidates who can design effective email campaigns, segment audiences, and analyse performance.

How to Develop This Skill:

  • Learn email marketing tools like Mailchimp, Constant Contact, and HubSpot.

  • Understand best practices for email design, copywriting, and personalization.

  • Practice creating and analysing email campaigns.


6. Pay-Per-Click (PPC) Advertising

Why It Matters: PPC advertising allows businesses to reach their target audience quickly. Employers need candidates who can manage PPC campaigns, optimize ad spend, and maximize return on investment (ROI).

How to Develop This Skill:

  • Understand how platforms like Google Ads and Facebook Ads work.

  • Learn to create and manage PPC campaigns.

  • Study strategies for keyword research, bid management, and ad copy optimization.


7. Graphic Design

Why It Matters: Visual content is critical for capturing attention and conveying messages effectively. Employers look for candidates with basic graphic design skills who can create visually appealing content.

How to Develop This Skill:

  • Learn graphic design tools like Adobe Creative Suite (Photoshop, Illustrator) and Canva.

  • Understand the principles of design and visual communication.

  • Practice creating graphics for social media, websites, and email campaigns.


8. Customer Relationship Management (CRM)

Why It Matters: CRM tools help manage and analyze customer interactions, enhancing customer retention and sales growth. Employers seek candidates who can use CRM systems to build and maintain strong customer relationships.

How to Develop This Skill:

  • Familiarize yourself with popular CRM tools like Salesforce, Zoho CRM, and HubSpot CRM.

  • Learn to manage customer data and analyse CRM metrics.

  • Practice using CRM tools to improve customer engagement and sales processes.


9. Video Production

Why It Matters: Video content is highly engaging and shareable, making it a key component of digital marketing. Employers look for candidates who can produce high-quality videos that capture attention and convey brand messages.

How to Develop This Skill:

  • Learn video production techniques, including shooting, editing, and post-production.

  • Use video editing software like Adobe Premiere Pro, Final Cut Pro, or DaVinci Resolve.

  • Practice creating different types of videos, such as tutorials, product demos, and social media clips.


10. Project Management

Why It Matters: Effective project management ensures that marketing campaigns are executed on time and within budget. Employers value candidates who can manage projects, coordinate with teams, and deliver results.

How to Develop This Skill:

  • Learn project management methodologies like Agile and Scrum.

  • Use project management tools such as Trello, Asana, and Monday.com.

  • Practice managing marketing projects, from planning to execution and evaluation.


By developing expertise in these top 10 areas, you'll position yourself as a valuable candidate that employers are eager to hire. It's not to say that you need to be an expert in all 10, but having a good overview of multiple channels, and a few niche areas where you can dive deeper, will make you a stand out candidate. Continuous learning and practical experience are key to building a successful career in digital marketing. Start honing these skills today and watch your opportunities grow.


To wrap it up...

The digital marketing landscape is ever-changing, and the skills that are in demand today may evolve over time. Stay curious, keep learning, and adapt to new trends and technologies to remain competitive in this exciting field. Whether you're just starting out or looking to advance your career, mastering these skills will help you stand out and achieve your professional goals.

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