LinkedIn data reveals that despite AI’s growing impact, soft skills are most sought-after in marketing by APAC employers in 2024.
Communication is the second most in-demand skill in marketing in APAC and globally, according to LinkedIn’s 2024 Most In-Demand Skills in Marketing data.
The data reveals that:
- The top 3 most in-demand soft skills in marketing in APAC are: Communication (#2), Strategy (#6), and Problem Solving (#18).
- Communication has become even more important in marketing: The demand for this skill has exponentially increased year over year, as marketers focus on nurturing customer relationships, building thought leadership, proving ROI, and securing budget to build memorable brands.
- Analytical skills is the number one fastest-growing soft skill year-over-year: As companies look to optimise for growth, they’re looking for marketers with essential analytical skills such as critical thinking and problem solving to make smart decisions.
- Digital Marketing (#3), Social Media (#4), and Marketing Strategy (#5) are the most in-demand marketing skills in APAC: With profitable growth a key focus for businesses in the year, it’s critical that organisations hire talent that is well-versed in modern marketing approaches such as digital marketing and social media to reach the right audiences through the right channels, with relevant content.
Matt Tindale, Head of Enterprise, APAC, LinkedIn Marketing Solutions, said: “As the world of marketing evolves rapidly in the age of AI, the skills needed for marketers to grow are also changing. LinkedIn’s Most In-Demand Marketing Skills data finds that organisations are prioritising uniquely human-centric skills in the marketing function, with communication being the second most sought-after soft skill in marketing in the APAC region and globally.
Strong communication is critical in building trusted customer and stakeholder relationships, being financially fluent and proving ROI, amplifying an executive’s voice, and building a memorable brand. To keep up with the technological curve, companies are also looking for modern marketers who can lean into analytical skills and creativity to problem-solve, and leverage a results-driven digital marketing strategy to boost long-term growth and build their brand’s reputation.”
LinkedIn’s 2024 Most In-Demand Skills for Marketing, based on the skills employers are hiring for on LinkedIn:
Methodology
The demand of a skill is measured by the share of a skill possessed by members who have been hired recently, skill possessed by members who have received recruiter InMails recently, and skill listed in paid job listings posted recently in the current 6 months (1 May 23 to 31 Oct 23). Skills for languages and digital literacy are excluded.
