Over the last 12 months, we have seen a significant increase in demand for digital marketing candidates across a range of industries. Digital and technology savvy candidates will continue to be in high demand in 2018 and we predict top candidates will be able to command higher salaries.
Employers want candidates with both the skills and passion to drive digital transformation projects. The preferred candidate should possess a depth of understanding of the digital playground, plus the necessary soft skills to influence change.
Another significant trend has been the continued drive towards customer experience as a strategic priority. Each business tends to approach this in a unique way. However, a popular option appears to be hiring candidates with a strong change mindset, along with consumer insights, analytics and CRM experience. We expect this trend to continue in 2018 as organisations use a structured customer experience management strategy to differentiate themselves.
Customer experience has proven to be a complex project for many companies to implement. Forward thinking businesses are willing to consider candidates with different industry backgrounds in order to provide a fresh viewpoint and pioneer new strategies using a design-thinking approach.
We are also seeing a preference for marketing professionals with strong web analytics experience and can provide in-depth data analysis on visitor behaviour to websites.
Along with the retail industry, we are expecting the insurance industry to invest more in marketing over 2018. Insurance companies will continue to launch
innovative marketing campaigns targeting new and varied demographic groups. A number of insurance firms adopted this approach last year that proved really
successful, we will see recruitment increase for talent to fill positions in both traditional and digital marketing functions.
From a traditional marketing standpoint, insurers will continue to promote an energetic and “life-long partner” brand image. Brand communication candidates
capable of strong idea generation will be in high demand in 2018 and companies should be willing to pay premium salary packages to secure these candidates.
Source：Hays Salary Guide 2018
