Marketing-related jobs with the highest growth rate
As the end of the year is fast approaching, and many students will be graduating, now might be a time to consider the job market for marketing graduates! Luckily, the growth for marketing-related jobs continues to be promising, especially in the areas of data analysis, and digital marketing. So, which fields have the highest job growth rates?
According to the latest Deloitte Occupation and Education trends in Marketing in Australia report, workers in marketing will grow to over 299,000 within the next five years. Overall, the marketing industry’s annual growth rate of 2.2% is also higher than the average of 1.5% for the Australian work force. This is a most promising outlook, which shows marketing skills are very much in demand, and that job growth will continue to grow. States with the largest share of marketing jobs are New South Wales, with 44.5% and Victoria, with 30.1%, so the capital cities Sydney and Melbourne would offer the most job opportunities for graduates.
In general, within marketing, the most in demand skills are marketers with technology experience, as there is a demand for technological marketing support, as well as integrated marketing specialists. Also, digital marketers will are in demand, as many businesses now deliver their marketing plans and budgets online platforms. For example, in Australia, online advertising grew by 11.7% over the last year to reach $7.6billion.
Also, worldwide, it is expected that the digital content marketing industry will be worth more than $300 billion by 2019. Thus, digital marketing experts will be needed by many businesses. Marketers with skills in digital engagement and technology are also in demand, as employers seek marketing professionals who can use new digital channels and data sources to increase marketing campaigns’ effectiveness.
Another area that has been receiving considerable growth, and massive income opportunities, is the field of data science, which combines the mathematics of data analysis, with marketing skills. According to the Institute of Analytics Professionals of Australia (IAPA) Skills and Salary Survey 2017, data scientists that work in social media can earn around $190,000 a year.
In addition, according to the 2018-2019 Hays Salary Guide, 34% of employers in Australia plan to increase their marketing department, while 30% plan to increase their use of contract and marketing staff. Also, the trend of hiring contract and temporary marketing staff on an ongoing regular basis will continue, with 17% of employers doing this. Also, 50% of employers continue to plan to hire marketers for special projects.
Some of the most high demand skills include dedicated digital experts, due to the ongoing digital transformation in businesses, including Digital Project Managers in contract positions, and Content Managers and Writers for permanent positions. Also, there is a demand for Content Writers and Producers with skills in UX (User Experience design) for online mediums. Indeed, graduates who can create content with the end user in mind, and can write for various channels are highly sought after.
As businesses continue to focus on ROI (Return On Investment) and evidence-based marketing for sales and engagement growth, Data Insight Managers and Analysts are in high demand. Certainly, there is particularly a demand for job candidates who can combine both technical and ‘soft skills,’ can analyse data, use digital tools, whilst also managing various stakeholders, and ‘telling the story,’ that the insights from the analysis can reveal.
Since a more blended skillset, combining a generalist and digital expertise will be needed, the demand for Hybrid Marketing Managers, Senior Marketing Managers and Digital Marketing Managers will be strong. Candidates for these positions must be able to create and implement marketing strategies, use data to present evidence-based decision, demonstrate strong SEO (Search Engine Optimisation) and SEM (Search Engine Marketing) skills, prove ROI from the marketing strategy, and be able to lead a team. Campaign Marketing Managers will also be in demand, as businesses are increasingly bringing their campaign management in-house. Other roles which are highly in demand are Digital Marketing Analysts, as there is a shortage of digital marketers who can implement a full marketing strategy, Marketing Coordinators, with both digital marketing and traditional skills, and marketers with marketing automation skills.
Assistant Brand Managers and Marketing Executives (with experience in product management) are also in high demand as SMEs (Small to Medium size Enterprise) are competing with larger corporations for the best candidates. Other in-demand jobs include: Marketing Communications experts, Issues/Risk and Reputation Managers, Internal Communications professionals, Bid and Tender Writers and Managers, E-commerce candidates (with direct marketing, and segmenting data experience), E-commerce Coordinators (focusing on content management).
In the public sector, roles that are in-demand include Graphic Designers (for website and digital design, to improve public engagement), and Communications Officers and Managers (who understand Content Management Systems and WCAG – Web Content Accessibility Guidelines), Content Producers (in raising awareness and the optimisation of campaigns), and Event Coordinators.
In the not-for-profit sector, Communications Advisors will be in demand, for strategic communications, as well as Fundraising Candidates (who are commercially-focused). In growing organisations, Media Officers will remain in demand, and Community Engagement Officers will be in demand in the infrastructure market. In temporary roles Marketing Officers with a generalist background will be in demand.
According to the 2018-19 Hays Salary Guide, in terms of salary trends, 65% of employers plan to increase their marketing staff’s pay to less than 3 per cent. In addition, 18% of staff will increase employees’ pay between 3 and 6 per cent. Only six per cent of employers will increase marketing staff’s pay by six per cent or more.
However, as marketing is increasingly converging with technology, there will continue to be incredible opportunities due to customer data. Indeed, with the power of social and digital channels to engage with audiences, the role of marketing has become crucial in the way businesses are run. Constantly adapting to changes in the digital world by demonstrating digital marketing proficiency to employers appears to be the way to go. Overall, it seems to be a very exciting time to embark on a career in marketing-related fields, especially if you plan to work in Melbourne or Sydney!