Marketers in high demand as digital stampede grows

Vacancies for marketing professionals soared to record levels over the summer compared to the same period in Covid-hit 2020 as brands continue to shift to online channels to match changing consumer behaviour.

So says new research from recruitment industry trade body the Association of Professional Staffing Companies (APSCo), which reveals vacancies were up 162% between July 2020 and July 2021.

The data, provided by business intelligence specialist Vacancysoft, not only correlates with the UK Government’s easing of lockdown and wider economic recovery, but also the huge shift to online channels since the pandemic began.

This is in keeping with APSCo’s data which shows that demand for digital skills in particular has risen continuously since the emergence of Covid-19, with eight of the top 10 in demand skills relating to expertise such as analytics, ad serving and web content writing.

Elsewhere, APSCo’s data reveals that while London holds the highest volume of marketing vacancies, currently at 57% for the year, this share has dropped slightly from the 59% reported in 2019.

APSCo believes this could reflect the rise in professionals leaving the London recently, with the pandemic and greater flexibility to work from home possible factors influencing this trend.

Earlier this week, a separate study into technology vacancies showed a similar trend in jobs moving out of the capital, with the Lancashire town of Preston witnessing a jobs “gold rush”. The report revealed there had been around 12,600 new businesses launched in the area in 2020, more than anywhere else in the country.

APSCo chief executive Ann Swain said: “Now truly is an exciting time for marketing. As the recovery gains pace and the shifting consumer behaviour we have seen over the past 18 months to online channels continues, we are seeing huge demand for these specialists.

“As we progress throughout the latter months of 2021, we expect to see the recruitment market for marketing professionals continue on a positive trajectory.”