Digital marketing jobs: What are recruiters looking for?

Abstract

This research evaluates the current responsibilities, skills, and knowledge set required of digital marketing professionals. It identifies roles, qualifications, competencies, and desirable personality traits within the digital marketing environment. Our content analysis of 320 job announcements posted in 2019 and 2020 resulted in a picture of knowledge, skill, and qualification sets sought from prospective digital marketing professionals. Technological advances increasingly demand knowledge related to soft and technical skills. The results of this study provide insight into the current and ideal future curriculum design of digital marketing programs.