To fill skilled data and analytics shortfalls, organizations need to be transparent and forthright about their expectations of new personnel.
According to ‘Quantifying the UK Data Skills Gap’ research, nearly half of organizations are hiring for data and analytics roles, yet 46% have struggled to fill these positions in the last two years. As marketing activities become more digital, these skills become more critical to the industry. With this record increase in job openings, marketers must develop new techniques for recruiting and retaining marketing talent.
As the martech stack of a business expands, the necessity for highly skilled marketers to assist in processing massive data sets increases. As a result, competition for talent is fiercer than ever.
Transparent recruitment
Transparency with prospective employees is critical for hiring success. Be explicit about the company’s challenges and how the assigned function can assist in resolving them. Anyone seeking a data-driven or analytics-focused role should be clearly told what they can expect, and why is the company looking for analytics skills. When organizations are open about the role’s necessity, the candidate may more accurately judge whether it is a good fit for them.
Along with transparency, it might be beneficial to discuss the opportunity for professional growth and development when onboarding new talent. Marketers in their early careers are looking for an environment where their skills and efforts are aligned with the organization’s goals. Businesses must provide an opportunity for employees to develop new capacities, skills, and experiences. Employees within the organization must be capable of efficiently learning and utilizing new technologies in order to engage with consumers and prospects.
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The role of Automation
Marketing automation may reduce pressure on younger marketers in a variety of ways. Professionals can streamline numerous marketing initiatives on an automated platform, allowing them to focus on innovation and better market strategies, rather than repetitive manual tasks. When marketers have access to comprehensive and accurate data, they can readily harness consumer insights to personalize content to the specific needs of consumers and prospects. As a result, these platforms enable marketers to increase customization, efficiency, and key performance metrics, while also generating more leads and money.
The adoption of AI and Machine Learning has resulted in a major simplification of data processing across numerous organizations. These technologies can augment the marketing process by identifying trends and patterns that are difficult to analyze manually. However, the human factors will always be required to handle data and manage interpersonal relationships. This is why it is critical to build an emotional connection with the customers and to convert their insights into actionable consumer data.
Also Read: How to Successfully Build a B2B Marketing Budget
The new standard of marketing
The post-pandemic reality has emphasized the value of data. Every business is scrambling to close skill gaps in order to meet client demands. Marketers must seize all available opportunities and resources to attract and retain new talent in these jobs. Automation technologies and robots can automate certain operations and processes–but ultimately, the expanding in-house demand for skills must be addressed to maximize the benefits of these technologies.
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