- Index hide
The lack of talent is growing in the world of marketing and a study conducted by Ad Sense and the World Federation of Advertisers (WFA) identifies the fact.
For KPMG and Harvey Nash, according to a study conducted by these firms, the lack of talent is a problem that industries such as IT have suffered from for years.
Given the lack of talent in marketing, the Labor Observatory of Mexico has estimates of how many professionals specialize in marketing.
A study revealed the harsh reality of the industry of the marketingbefore the lack of talent trained that remains in the sector, impacting the results that agencies and other participants in the union must achieve.
The lack of talent is not a new issue and in areas such as technology it has established itself as a true headache that seems to have no distribution, as KPMG and Harvey Nash have been studying in a projection that has been maintained since 2015.
In the study conducted by both firms, it is recognized that it does not fall below 50 percentthe demand of the companies of ITEM of talent, with the ability to cover the vacancies they have open.
The case has been measured from 2015when it reached a 58 percentfollowed by a 65 percent in 2016; 62 percent in 2017 Y 65 percent in 2018.
During 2019 Y 2020 the figures were 67 Y 54 percentrespectively.
Lack of marketing talent
The lack of talent reached the marketing and the numbers of Ad Sense and the World Federation of Advertisers (WFA) are forceful: 54 percent of agencies surveyed complain about the lack, a 77 percent recognizes that the problem of lack of talent in their companies and ad tech agencies is between true and very generalized, the 85 percent of them have the problem.
Faced with this lack of talent, there is a consensus of what is coming in the capacity of human resources that brands have. The 84 percent of agencies and advertisers share the concern about not finding talent in analytics and data.
Within Mexico, these figures are transferred to the universe of professionals working in marketing and advertising, according to a projection of the National Survey of Occupation and Employment: 162 thousand 979 professionals.
Before this number there is an interesting insight for the industry and it is the direction of the training of talent to face these insights. Yesterday we realized of a diagnosis that Evan Son, CEO of Recruiter.comhe did, warning that contrary to the thought that can be had in the face of inflation, of closed companies to hire, on the contrary, the rush is in the agencies to make immediate hiring, in the face of a general demand from the managerial levels, to train fours of talent and act with it.
It is important the point of work from which the work begins and the most important thing to understand, from which the role of interaction with which a professional career should be considered today is defined.
Faced with these opportunities, one must also think about the needs of companies and when Google announced that it would no longer hire new talent, but it would not fire the one it already has either, it assumed a priority in its human resource area, it would work on talent productivity.
Now read: