LinkedIn Publish Marketing Skills Handbook

LinkedIn have just published a new eBook which delves into the most popular marketing jobs. Based on research by LinkedIn itself and HubSpot, they analysed LinkedIn recruiting data and member profiles of marketers.

The eBook is called The Marketing Skills Handbook: A Deep Dive into Today’s Most In-Demand Marketing Jobs.

They found that the top three skills listed in recruitment searches for marketing skills are SEO/SEM Marketing, Digital and Online Marketing and Marketing Campaign Management. At the same time, only one of those (Digital and Online Marketing) actually matches the top three skills marketers name on their profiles. The other two are Social Media and Marketing Event Management.

According to LinkedIn, three marketing job titles have seen “tremendous” growth in the past decade: Digital Marketing Manager (+248.0 percent); Brand Ambassador (+147.5 percent); and CMO (+62.4 percent).

“Companies, led by Google and HubSpot, are offering certifications to marketers for learning digital and other skills,” says LinkedIn’s Sean Callahan. “Additionally, LinkedIn acquired Lynda.com to make it easier for marketers and others use online video to gain the skills they need to succeed in their jobs.”

“Over the past two decades — which has encompassed the rise of the internet, search, email, social, and mobile — marketing has been transformed,” the eBook says. “Ninety-seven percent of marketing executives, according to a survey from Forrester Research, expect that the pace of change will only accelerate. That means that the big changes marketers are grappling with will likely only get bigger, and the marketing world will remain in flux for the foreseeable future.”

You can find the whole eBook here.

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