COVID-19 hugely accelerated UK digital transformation efforts, enabling companies to respond to new trends in areas such as online shopping, video marketing, and web-based customer communications. In 2021, the majority of customer interactions took place entirely online - meaning traditional marketing departments rapidly needed to enhance their approach to sales activity.
Social media continued to be a prominent tool in product research, with 28% of UK consumers actively using social media platforms to look up brands. Building engagement and reviews across Instagram, Facebook, and TikTok continued to drive revenue across the business landscape.
As a result of ongoing digital transformation, last year saw approximately 53,500 new marketing positions became available, as UK companies searched for digital experts who could help them:
Research audience data.
Analyse data to understand target audiences.
Convert leads into sales.
For 2022, we anticipate the surge for demand for in-house digital and marketing positions to continue, creating perfect opportunities for young graduates. Throughout the year, a number of companies will also look to work with experienced freelancers and contractors in order to secure the vital human resources needed to target audiences online.
In-Demand Marketing and Digital Jobs in 2022
There are five main categories of in-demand marketing and digital jobs that UK companies are currently looking to fill. Whilst the shortage in these areas can be attributed to national talent labour shortages, we’re also facing a problem where candidates may not have the required digital proficiency for a post-pandemic world.
To this end, recruiters are assisting marketing and digital graduates in taking control of their own career paths - learning how to navigate new software platforms that can help them automate tasks and be more efficient in the workplace. This will help them stand out and score a role in one of the in-demand positions, where benefits and salaries are on the rise.
1. Leadership Positions
There are 18,000+ unfilled Executive Marketing roles in the UK alone according to open listings on LinkedIn. Combined with other Marketing Director, Marketing Manager and Head of Marketing positions, the UK is facing a real problem. Without appropriate leadership, teams will be unable to operate in sync, and businesses will become less flexible to adapt to market changes. Due to the increasing Internet of Things, these positions along with Digital Leads, Digital Managers, and Head of Digital Transformation will prove absolutely essential for the future of UK businesses.
2. Online Coordinators
The majority of marketing job roles continue to require expert digital skills that are in short availability, such as Social Media Managers, SEO/PPC Managers, Digital Marketers, and CRM Managers. Other online coordinators that will support UK business growth include Digital Web Producers, Digital Strategists, and Digital Advisors.
3. Data Analysts
As customer data collection moves away from cookies because of Google’s 2022 update, innovative Marketing Analysts, Customer Insight Analysts and Digital Analysts are required to design unique solutions. Businesses will be looking to fill these roles as soon as possible in order to keep operating online, which may in turn help graduates progress to exciting new job positions.
Without these professionals, whether at graduate or more senior level, ad spend may not be efficiently targeted and ROI could take a hit.
4. Digital Transformation Enablers
There is a wide range of job roles needed for companies to successfully undergo digital transformation - from product development right through to end-user services. Just some examples of the digital jobs that will be in high demand in 2022 include:
Digital Project Managers
Digital Sales Business Developers
Digital Web and Content Coordinators
Digital Product Managers
5. Customer-Facing Roles
Lastly (but not least), customer-facing roles will enable businesses to communicate with international audiences, widening their potential for growth. Account Managers, Customer Support Staff, and Marketing Assistants and Marketing Executives will be vital for maintaining relationships between marketing agencies and their clients - and are positions facing huge demand in 2022.
In-Demand Marketing and Digital Skills in 2022
Both marketing and digital sectors have always been creative industries, where teams of people come together to capture their target audience’s attention.
However, 2022 highlights new opportunities for graduating marketing and digital talent. For candidates to compete in an environment where digital skills are essential, they’ll need to demonstrate their proficiency with multiple platforms. In-demand skills include:
Web Development: Many marketers need to work with web developers to design efficient websites for their business and clients. Digital transformation specialists will need to understand how to optimise these sites to understand customer-movements.
UX/UI Design: Marketers should have an understanding of UX/UI design when they are building campaigns involving assets such as email newsletters and creating strong CTAs.
Video Marketing: An average UK consumer will watch 100 minutes of video content per day, making video marketing (and editing) a key skill for qualified talent throughout 2022.
Cloud Computing: Marketers and digital servants alike will need to communicate with customers through various functions of the cloud, and being proficient with the main providers will be key.
Big Data: Data Analysts will need to demonstrate their skill in using platforms that can process big data and be able to draw meaningful customer insight from the results. This will better position them to advise the future of digital transformation within their companies.
Content Marketing: Google’s Algorithm updates regularly, making the optimisation of SEO and content marketing efforts ever more complex. Staying on top of new rules, regulations and trends will help marketers support businesses in securing top spots in SERPs.
Marketing and Digital Job Opportunities in 2022
The UK has one of the best-performing advertising sectors in the world - with ad spend totalling £29.3 billion in 2021 alone (The Creative Industries). This sets a precedent where marketing teams will manage vital budgets, and digital talent will be needed to help execute online marketing strategies.
With such a range of new skills being demanded of available talent, scoring a competitive job position as a graduate may prove tough. Marketing and digital candidates are recommended to network with recruiters in order to find the best positions for them that either:
Provide training for digital skills.
Align with their current strengths.
Instead of approaching businesses on an individual basis, newly-qualified talent can put themselves ahead of the game by communicating with specialist recruiters. This will save them time when it comes to applying for jobs, but will also position them to have their name on the top of the pile for the job of their dreams.
Working with Forward Role
For help expanding your horizons and driving change in your industry through intelligent recruitment, contact us! At Forward Role, you’ll find genuine Marketing, Digital, and Tech experts who care passionately about delivering for their clients and candidates.
If you're a candidate, we'll treat you the way we'd like to be treated when making an important life decision like moving jobs. If you're a client you can expect exceptional delivery and communication as a matter of course.