The digital marketing landscape is evolving at an unprecedented pace. For small businesses in the Chicagoland area, keeping up with these changes is critical to staying competitive. However, hiring qualified talent is becoming a growing challenge. Industry demands are changing faster than the workforce can adapt, and traditional hiring practices may no longer meet the needs of the market.
A recent report highlights key hiring challenges, sought-after skills, and practical recommendations for small business owners looking to bridge the skills gap in digital marketing.
The Skills Gap Challenge
Hiring managers across industries are reporting difficulty finding candidates with the right skills. According to industry data, nearly 60% of employers struggle to fill digital marketing roles due to a lack of relevant expertise among applicants.
While 69% of employers still require a bachelor’s degree for these roles, many are beginning to recognize that formal education often falls short of preparing candidates for the realities of modern digital marketing. Small businesses in particular can benefit from rethinking traditional degree requirements to focus on practical skills and certifications that directly align with industry needs.
The Skills in Demand
Digital marketing relies on a combination of technical and creative skills. Here are the top skills Chicagoland small businesses should prioritize when hiring:
- Social Media Management: 71% of employers value candidates who can manage content calendars, create posting schedules, and analyze performance metrics to drive engagement.
- Search Engine Optimization (SEO): 60% of businesses seek talent skilled in improving online visibility and organic reach.
- Paid Advertising: Proficiency in platforms like Google Ads and paid social campaigns is essential, with another 60% citing this as a critical need.
- AI Tools: Despite the growing reliance on AI in digital marketing, most candidates lack experience with these tools, leaving a significant gap in readiness for future trends.
Alternative Credentials: A Smarter Approach
Small business owners can address these challenges by broadening their hiring criteria to include candidates with industry certifications and microcredentials. Programs like those offered by HubSpot Academy, Google Digital Garage, and Growclass provide focused, up-to-date training on practical digital marketing skills.
By valuing alternative credentials, Chicagoland businesses can tap into a broader talent pool and bring on team members equipped with the tools needed for immediate impact.
Soft Skills Matter, Too
While technical expertise is vital, employers also emphasize the importance of soft skills in digital marketing roles. The top soft skills employers look for include:
- Creativity: The ability to develop unique, engaging campaigns.
- Critical Thinking: Solving complex problems and adapting to change.
- Communication: Clear and compelling written communication for various platforms.
What Employers Can Do
To build a future-ready workforce, Chicagoland small businesses should consider the following steps:
- Expand Hiring Criteria: Include certifications and practical experience alongside or instead of traditional degrees.
- Offer Flexibility: Remote work opportunities can help attract a wider pool of talent.
- Invest in Upskilling: Support current employees in pursuing ongoing education in areas like AI tools, SEO, and influencer marketing.
A Collaborative Approach to Growth
Closing the skills gap requires collaboration between employers, candidates, and training providers. By embracing a more flexible and skills-focused hiring approach, Chicagoland small businesses can build strong, adaptable teams capable of navigating the ever-changing digital marketing landscape.
By rethinking hiring practices today, small businesses in the Chicagoland area can secure their position in tomorrow’s competitive marketplace.
1. Why should we consider certifications over degrees for digital marketing roles?
Certifications and microcredentials focus on practical, up-to-date skills that are immediately applicable to real-world tasks. Traditional degrees often lag behind industry advancements, making certifications a more reliable indicator of relevant expertise.
2. What are the most in-demand digital marketing skills right now?
- Social Media Management: Content creation, scheduling, and analytics.
- Search Engine Optimization (SEO): Improving organic search visibility.
- Paid Advertising: Proficiency in platforms like Google Ads and Facebook Ads.
- AI Tools: Skills in generative and predictive AI applications for marketing.
3. How can small businesses in Chicagoland find candidates with these skills?
- Leverage Online Job Platforms: Focus on specifying the technical and soft skills needed in job postings.
- Partner with Training Providers: Reach out to local certification programs or organizations like HubSpot Academy and Google Digital Garage.
- Consider Remote Hiring: Expand the talent pool by offering flexible work arrangements.
4. Are soft skills as important as technical expertise in digital marketing?
Yes! Top soft skills for digital marketers include:
- Creativity for crafting engaging campaigns.
- Critical Thinking to adapt to industry trends.
- Effective Communication to convey messages clearly across platforms.
These skills are critical for navigating the fast-paced, ever-changing digital marketing environment.
5. How can small businesses attract top digital marketing talent?
- Offer Competitive Benefits: Flexibility, remote work options, and ongoing education stipends.
- Highlight Growth Opportunities: Show candidates how they can advance their careers within your business.
- Focus on Impact: Emphasize how their work will directly contribute to your business’s growth and success.
6. What alternative credentials should we look for?
Look for certifications from reputable organizations, such as:
- HubSpot Academy: Inbound marketing, social media, and SEO.
- Google Digital Garage: Analytics and online advertising.
- Growclass: Performance marketing and email strategies.
These programs provide training that aligns closely with current industry needs.
7. How can we close the skills gap within our current team?
Invest in upskilling by:
- Sponsoring Certifications: Provide financial support for employees to pursue relevant courses.
- Hosting Workshops: Partner with local experts or organizations to train your team in emerging technologies like AI tools and influencer marketing.
- Encouraging Continuous Learning: Create a culture where learning and development are prioritized.
8. Should we hire generalists or specialists in digital marketing?
This depends on your business needs:
- Generalists are ideal for small businesses with limited resources, as they can handle a variety of tasks.
- Specialists are valuable for more targeted roles, such as managing paid ads or advanced SEO strategies.
9. How can we ensure diversity in our hiring process?
- Remove Degree Requirements: Focus on practical skills and certifications to attract a more diverse candidate pool.
- Broaden Job Post Distribution: Use platforms that reach underrepresented communities.
- Be Open to Remote Work: This increases accessibility for candidates from different backgrounds.
10. What’s the best way to evaluate candidates’ digital marketing skills?
- Practical Tests: Ask candidates to create a mock campaign or analyze a case study.
- Portfolio Reviews: Request examples of past work, such as social media content, ad campaigns, or SEO projects.
- Behavioral Interviews: Assess soft skills like creativity and problem-solving through scenario-based questions.