Marketing’s Evolution: A Look at the Jobs and Training Skills in Highest Demand

Editor’s note: This is the second in a series of four weekly blog posts that explores our new report, The Changing Marketing Jobs Landscape. Read the first post in the series and look for our third post next Tuesday, June 15, which explores how remote work is reshaping the marketing jobs landscape. 

Whether they've been in the game for decades or they're brand-new to it, marketers are constantly reinventing themselves. It's essentially the nature of the job. 

Tracking trends and changes taking place around in-demand professional skills and job titles can be very illuminating in terms of marketing's broader evolution. The context and insight is valuable for both leaders and their teams of talent.

At LinkedIn, we're lucky to have unique visibility into these trends, and today we share some data around which jobs are growing in demand, what skills marketing employers are seeking out, and which areas of marketing and education are most popular.

How In-Demand Marketing Job Skills and Titles Reflect Industry Shifts

We've put together an infographic that explores a few of the trends that stand out, including the increasing reliance on technology, a growing trend of leveraging social media, and the continuing relevance of SEO. (Note: This information is sourced from​ LinkedIn internal data – Based on total  NAMER jobs in the Marketing function listed on LinkedIn from 30 March 2020 to 29 Sept 2020 compared to 30 Sept 2020 to 30 March 2021.​)

Digital Is the Name of the Game

We examined the volume of job postings at LinkedIn and were able to uncover the marketing roles that companies have been hiring for the most during the pandemic. As marketing technology trends like automation, AI, and video continue to grow, it’s perhaps not surprising that four of the titles in the top 10 marketing jobs in highest demand have the word “digital” in them. Additionally, as the current work environment has shifted to remote with fewer in-person marketing opportunities, the need for digital marketing skills has accelerated:

1. Digital Marketing Specialist
2. Digital Account Executive
3. Social Media Manager
4. Digital Marketing Manager
5. Copywriter
6. Marketing Associate
7. Account Supervisor
8. Marketing Assistant
9. Digital Strategist
10. Marketing Manager

However, the inclusion of classic roles, like Marketing Manager and Account Supervisor, suggests that foundational marketing knowledge is still key, while more entry-level jobs like Marketing Associate and Assistant indicate employers still welcome professionals who are newer to the field — and that openings are on the rise.

SEO Remains A Staple

We also looked into growth in job posting and this list of the 10 fastest-growing jobs shows that search marketing is hot and SEO remains a core focus of marketing strategy, especially as voice search makes inroads into customer habits.

1. Media Coordinator
2. Search Manager
3. Social Media Coordinator
4. Search Engine Marketing Manager
5. Media Manager
6. Marketing Analyst
7. Search Specialist
8. Email Marketing Specialist
9. Search Engine Optimization Analyst
10. Digital Media Manager

Titles, like Media Coordinator and Media Manager. suggest that companies are moving to bring more production and multimedia in-house. Social Media Coordinator may be replacing or augmenting the Social Media Manager role — this terminology points to a more tactical and wide-ranging approach across platforms.

Digging Into Specific Skill Demand

Not surprisingly given the above data, paid search and search engine marketing are also on the list of top skills employers seek. Being skilled in digital strategy, Omniture, link-building, and off-page SEO can make you a coveted asset.

With data now core to most marketing approaches, skills in web analytics are increasingly prized. Notably, “creative problem solving” and “soft skills” are among the fastest-growing skills, which dovetails with growing awareness among employers of the need for competency in “durable skills” such as critical thinking and communication. 

At the same time, fundamentals like writing a press release remain essential. Gaining expertise in content marketing and social media will prepare marketers for what’s ahead.

Top LinkedIn Learning Courses Align With Trends and Data

The most popular LinkedIn Learning courses for marketers imirror these findings. Courses, like SEO Foundations, Social Media Marketing Foundations, and Google Universal Analytics Essential Training, provide marketers with specialized expertise in areas that are growing in demand. 

Many Upskilling Options for Ambitious Marketers

Marketing has never been a static field, but the pace of change is faster than ever. The good news is there are plenty of opportunities to develop and grow across the range of functions, from management roles to roles requiring highly specialized technical skills.

Marketers can take control of their careers by staying up-to-date with new developments and trends. LinkedIn is here to help with courses and insights designed to prepare you for the workplace of today and tomorrow. 

Download the full infographic to explore most in-demand job titles and skills, and subscribe to the LinkedIn Marketing Blog to stay on top of trends and the state of the profession.