It may be hard to believe when you’re applying for job after job with no nibbles, but many industries are complaining of a skills gap: a shortfall between job seekers’ know-how and the skill sets open jobs require.
Digital advertising is no exception. The Interactive Advertising Bureau is predicting a talent shortfall. IAB says the next four years will see the addition of 25,000 jobs across the advertising industry in sales, ad operations, marketing, data analytics and management. But the trade group says employers may have difficulty finding candidates with the math, business, technology and programming skills to pay the bills.
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So how do you take advantage of this predicted high demand and low supply of math and science chops? Beefing up your ability to gather, measure and interpret data can push you into hireable territory.
Taking a class in data analytics signals that you understand your way around numbers. Mediabistro’s Social Media Analytics course is a good starting point. You’ll learn to identify the key performance indicators most relevant to a brand, measure the effectiveness of social media efforts and use the measurement tools built into each social platform.
And once you’ve honed your analytical skills and landed a job offer, keep this in mind: some observers cast doubt on the whole notion of an American skills gap. “Show us the money,” writes Nobel Prize-winning economist Paul Krugman. “If employers are really crying out for certain skills, they should be willing to offer higher wages to attract workers with those skills.”
So when your next advertising job offer comes your way, make sure to negotiate as high a salary as the market will allow. After all, you’re a candidate in short supply.
Looking for a digital advertising job? Check Mediabistro’s job board, where publishers, advertising agencies and marketing firms regularly post openings.
