Africa's Sub-Saharan region and South Africa both have a need for digital marketing talent.

Digital marketers are now essential due to rising internet usage, the development of mobile technologies, and organizations wishing to invest in their digital skills. Africa, like many other nations throughout the world, is showing a significant demand for qualified digital marketers. Nevertheless, the business still has a limited supply of talent. Content strategy, data and analytics, brand management, SEO, social media, website design and development, and e-commerce are all examples of abilities in digital marketing. Digital marketing offers talented individuals promising job chances due to its constantly changing scope.

Because she has spent the last year talking with companies and professionals as part of her recruitment process, we asked our Michael Page Marketing recruitment expert to offer her perspective on the hiring trends in the sector.

Q1. When hiring for positions in digital marketing, what soft skills do businesses seek for?

Employers seek out individuals with expertise in digital marketing who can:

Adaptable or flexible

Work independently

Be creative and curious.

If you provide specific examples of how you have applied these essential soft skills in the past, you will differentiate yourself as a candidate during your job interview. Take a look at these top 7 technical talents to become a master in digital marketing.

What new trends in digital marketing have emerged since COVID-19?

Experts in digital marketing must get a stronger sense of sales and business. People in need will be those who can create a tighter connection between marketing and business leads or ROI. Therefore, marketers should put on their sales hats and collaborate more closely with other departments of the company.

The use of virtual conferences, seminars, and webinars to engage with stakeholders is still popular among corporations. Businesses will look to shrewd marketers to maximize these chances by creating clever, compelling content and grabbing leads.

As businesses consider combining these two professions, particularly in the B2B sector, digital marketers in Africa will be expected to take on traditional marketing tasks (such as PR, social media, graphic design, etc.).

Which positions in digital marketing have been in demand this year?

E-commerce jobs are becoming more prevalent. However, businesses are often eager to fill more specialist positions (e.g., SEO specialists, media buying specialists, etc.). The insurance industry in Africa is becoming increasingly digital as a result of the hiring of digital marketers. Very few businesses recruit individuals specifically for social media roles.

Q4: In terms of digital marketing, do most organizations in Africa prefer to recruit generalists or specialists?

Industry determines whether a company employs generalist or specialist marketing positions. For instance, generalist marketers are frequently employed by the FMCG and insurance industries. The team hires more marketing specialists as the company grows. However, smaller businesses that must maximize staff but don't have significant expenditures tend to hire specialists.

Q5. Is it simple for businesses to discover digital marketers, or is there a glut of traditional marketers on the market?

Digital marketing positions are replacing direct marketing positions. During COVID, conventional marketers had to improve their game. Even though these are well-paid positions and businesses are looking for personnel with specialized abilities, there is not currently an excess of talent in the digital marketing field.

When trying to find new prospects in digital marketing, how crucial is networking?

Referrals are used to fill many marketing positions because talented and active people in the field have strong networks. Referrals can be a fantastic resource for locating highly talented, passive talent. We would advise applicants to enhance their online personal brand. Marketers ought to speak out and promote their efforts. Growing your network is essential for advancing your career. Check out our writing advice for resumes if you want to improve yours, and you can also complete our 5-minute CV Fitness Test.