The vast majority (88%) of employers overall have experienced skills shortages in the last year, according to the Hays UK Salary & Recruiting Trends 2020 report, which has resulted in salary rises for professionals with certain skillsets. In marketing, these shortages have been dominated by technical skills, but many of the top roles receiving pay rises have also had a strong focus on content and communications.
Top 10 pay rises in marketing:
- Optimisation Manager
- SEO/PPC Executive
- Campaigns Officer
- Content Manager
- Director of Communications
- Digital Manager
- Engagement/Stakeholder Manager
- Web/Digital Designer
- Social Media Executive
- Events Manager
As you can see, most of the roles on the list of jobs with the greatest salary increases from last year include strong technical skillsets. However, roles that rely on core marketing skills such as copywriting, communication and project management are also commonly featured. This suggests that as well as focusing on technological innovation and change projects over the next year, employers are also dedicated to improving the quality and visibility of their content and overall campaigns.
If your role is not on this list, it would be worth examining your skills and highlighting areas where you could enhance them to meet emerging demand. Soft skills and basic technical skills in particular are areas which are straightforward to develop and could help you futureproof your career.
What are the skills in demand?
This balance of technical skills against core marketing talent has created a hiring market where soft skills are just as desirable as technical skills, with communications topping the list of employer’s most desired skills (68%). Demand for marketing talent last year resulted in an average salary increase of 1.1%, although digital marketers saw the highest average increases of 1.7%.
How are hiring patterns changing?
69% of employers expect to recruit in the coming 12 months, however many are expecting to reduce their reliance on temporary staff. 57% say they’re planning to recruit permanent staff, compared to just over a quarter (26%) looking for temporary, contract or interim workers.
What are marketing professionals looking for?
We found that benefits pertaining to quality of life were top of marketing professionals’ considerations, and many considering new positions could be swayed by the promise of more than 28 days annual leave (60%), above average pension provision (45%) and health insurance/private medical cover.
If like 42% of other marketing professionals, you want a better work-life balance, and want to consider a new role, keep in mind that those who can demonstrate a willingness to learn and balance both technical and soft skills will be best placed to secure a competitive salary and the best benefits employers can offer.
For more insights into the hiring market in 2020, and how you can take advantage, request your copy of the Hays UK Salary & Recruiting Trends 2020 guide.
About this author
Over her last ten years at Hays, Clare has developed a detailed understanding of creative and customer focussed industries and the talent they need to succeed. She is a believer that great behaviour drives the culture of the business and allows the customer experience to be one of the highest quality.