In our study of the fastest growing job searches in the US last year, “digital marketing” topped the list—candidates searched for these jobs 30% more in 2014 than they did in 2013.
Recently, Moz and Fractl teamed up to analyze data from Indeed job postings and get a better look at the variety of digital marketing jobs out there: the job titles and the skills job postings call for.
They looked at 75,315 job postings on Indeed in the month of June that contained these terms:
- “content marketing” or “content strategy”
- “SEO” or “search engine marketing”
- “social media marketing” or “social media management”
- “inbound marketing” or “digital marketing”
- “PPC” (pay per click)
- “Google Analytics”
These terms were chosen because searching for these keywords on Indeed will result in a list of marketing-focused roles. They then broke down the data by state and correlated their results with population estimates to arrive at the number of jobs per capita for each keyword. They also consulted job trends and salary data from Indeed.
Among their key findings, these two stood out to us:
Employers are seeking marketers with technical and creative skill sets
The marketing industry has changed rapidly, with new technologies and audience engagement tactics emerging every day. As our SVP of Marketing Paul D’Arcy has said before, “The days of marketing being about just creativity are over. Now you need a combination of math and creativity to be a great marketer.”
And this combination of skills is hard to come by. Our own analysis has shown that even though employers all over the country are hiring for these types of marketing positions, job seekers are most interested in a few locations, with New York City and San Francisco seeing the most growth in job searches for digital marketing.
Job seekers are smart to look in those cities—they have the largest number of job postings for marketing roles. Employers in other locations may need to consider creative strategies for luring candidates to their cities, perhaps by offering remote or flexible work options—job seeker interest in remote jobs increased by 85% in the last two years.
Job postings call for a range of skills, but salary data reveals which are the most valuable
The study broke out salary analysis into pieces. First, they looked at the salaries associated with keywords in job titles. This analysis revealed that job titles containing “SEO” had an average salary of $102,000 nationwide. “Social media marketing” positions have an average salary of about half that figure, at $51,000. “Google Analytics” comes in as the second most valuable skill of those analyzed, at $82,000.
These hierarchies suggest that postings calling for social media skills are considered more entry level while the analytical marketing skills are thought of as more senior.
The second piece of salary analysis looked at the pay rates associated with keywords that appeared anywhere in the job posting, including the job description and the job title as opposed to the job title alone. From this lens, “SEO” remained high on the list but dropped down to $76,000 and was tied with “Google Analytics” at that average salary. Both were overtaken by “digital marketing” or “inbound marketing” at $84,000.
These results could mean that the combination of skills in a job posting have different values. For example, when social media skills aren’t only listed in the job title, the average salary for those positions rises. Conversely, marketing generalists with SEO skills might be slightly less valuable than an SEO specialist who has that skill in their job title.
These comparisons provide helpful background for talent attraction professionals who are hiring digital marketers. Most importantly, it calls into question how job postings should be crafted and positioned to reach that audience. Talent with these combinations of skills are scarce and finding the best fit for your organization requires a highly targeted strategy that sets you apart from other employers.
To learn how Indeed can help you hire for these and other positions, contact us.