The chronic issue of the skills gap in digital has developed into a sharp pain. Our global lurch online continues to generate unprecedented demand for the skills to support digital marketing, experience and commerce and businesses are hard pressed to satisfy it.
The share of recruiters reporting that the gap has grown is up 30% year-on-year after a similar increase in 2020 and nearly 90% of companies say they’re having trouble finding candidates with the necessary digital skills.
In the field this makes companies slower and less capable, with digital skills a major factor preventing them from hitting their CX objectives.
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The interplay of hiring, outsourcing and upskilling is out of balance
Companies are working with familiar tools to address the issue, but the typical interplay between hiring, using agencies and upskilling is out of balance.
The universal emphasis on first-party data is limiting how many organizations work with agency partners and driving many toward in-housing roles that touch customer data.
Simultaneously, hiring digital talent is a challenge driven by two years of pent-up demand and double-digit growth in job vacancies related to digital and a trend that warrants its own discussion.
These factors highlight the need to upskill existing employees, though it has always been the most accessible and least expensive way for organizations to efficiently add to or improve their capabilities.