As internet penetration continues to increase in Africa, businesses are investing in their digital capabilities, and digital marketers are becoming a necessity. Countries in Africa are demonstrating high demand for skilled digital marketers, yet there is still a relatively low supply of talent in the industry. In this article, we will provide a comprehensive analysis of the demand for digital marketing talent in South Africa and Sub-Saharan Africa.
Soft Skills Employers Look for When Hiring Digital Marketing Professionals
When hiring digital marketing professionals, employers seek those who can be flexible, adaptable, work autonomously, and are creative. Being curious is another important trait that employers value in potential hires. As a candidate, sharing examples of how you have demonstrated these critical soft skills in job interviews will make you stand out from other applicants.
Top Technical Skills for Digital Marketing
Apart from the critical soft skills mentioned above, there are top 7 skills to become a digital marketing expert. They include:
Content Strategy
Data and Analytics
Brand Management
SEO
Social Media
Website Design and Development
E-commerce
Emerging Trends in Digital Marketing Post COVID-19
The pandemic has significantly changed how businesses operate, and digital marketing is no exception. Digital marketers must become more sales-driven and commercially-minded. Those who can establish a stronger link between campaigns and business leads or ROI will be in demand. Companies will also look at savvy marketers to optimize virtual events, seminars, and webinars to build smart and engaging content and capture leads.In Africa, digital marketers are expected to take on traditional marketing responsibilities such as PR, social media, graphic design, etc. This amalgamation is particularly common in the B2B sector.
In-Demand Jobs Within Digital Marketing
We are seeing more e-commerce roles in Africa. However, companies are keener on hiring specialist roles such as SEO specialist and media buying specialist. With many businesses in Africa's insurance sector digitalizing, they are also hiring digital marketers. Interestingly, when it comes to social media, few companies hire standalone social media roles.
Generalist Vs. Specialist Roles in Digital Marketing
Whether a company hires generalist or specialist marketing roles depends on the industry. For instance, FMCG and Insurance companies usually hire generalist marketers. The bigger the company, the more specialist marketing roles are hired within the team. For smaller companies that do not have large budgets and need to optimize headcount, they hire generalists.
Importance of Networking for Digital Marketing
Networking is crucial when identifying new opportunities in digital marketing. Many marketing roles are filled via referrals. Active and skilled professionals within the industry are well-networked, and referrals can be an excellent way to find passive, highly skilled talent. Building a personal brand online is essential, as it makes your work visible, and marketing professionals should be vocal. Networking is a vital aspect of growing your career.
Supply and Demand of Digital Marketing Talent
Direct marketing roles are evolving into digital marketing roles. Traditional marketers have had to step up their game during COVID. Currently, there is not an oversupply of digital marketing talent, even though these are well-paid roles, and companies are looking for talent with niche skills.
In conclusion, the demand for digital marketing talent is high in South Africa and Sub-Saharan Africa. Employers seek candidates with critical soft skills such as flexibility, adaptability, autonomy, creativity, and curiosity. Technical skills required include content strategy, data and analytics, brand management, SEO, social media, website design and development, and e-commerce. Networking is vital when identifying new opportunities in digital marketing, and referrals are an excellent way to find passive, highly skilled talent. As the world becomes increasingly digital, the need for skilled digital marketers will continue to.