10 Essential Digital Competencies for Immediate Student Employability in 2024
In recent years, businesses from various sectors have made a significant shift towards digitalization of their operations and processes. Currently, the adoption of Artificial Intelligence (AI) is on the rise, as organizations strive to enhance workflow efficiency, drive automation, and amplify personalization at a large scale. Consequently, job seekers today are in dire need of acquiring specialized competencies to distinguish themselves in a competitive job market.
Though numerous educational institutions and training centers have adjusted or broadened their course offerings to cater to the increased need for digital proficiency, a gap remains in equipping students with the crucial skills required in the workforce.
This blog post unveils the 10 most sought-after digital expertise that educators need to incorporate into their programs to prepare students for premier digital roles across various fields.
10 Tips on How To Kickstart Your Digital Marketing Career
Defining Digital Skills
Before delving into the specifics of digital employability skills, it’s essential to understand their scope. As the internet becomes the go-to resource for information, shopping, and social interactions, businesses of all sizes need individuals proficient in navigating, promoting, and communicating in the digital realm.
Digital skills are pivotal for organizations aiming to enhance brand visibility, deliver outstanding social customer service, drive lead generation, and boost revenue. They encompass a broad spectrum of capabilities, from using digital devices and applications to managing and accessing information, creating and sharing digital content, to engaging in problem-solving for effective self-expression in life, learning, work, and social pursuits, as defined by UNESCO.
By mastering digital skills, students not only improve their employability but also future-proof their careers by understanding essential digital channels and leveraging AI tools.
Let’s explore the top 10 employable skills that are currently in demand for students and employers.
1. Social Media
A study by WeAreSocial highlights that there are over 4.76 billion active social media users worldwide, indicating a consistent year-on-year growth. To thrive in today’s digital world, mastering social media is indispensable for professionals. It’s not merely about updating a status on Facebook or LinkedIn but understanding the interactive dynamics between brands, influencers, and audiences to effectively engage and convert traffic to their websites or products.
Recognizing the impact of social media, educators should delve deep into the nuances of various platforms, such as YouTube and TikTok, to arm their students with skills for maximizing community engagement.
2. Search Engine Marketing (SEM)
SEM has become a cornerstone in the toolbox of digital marketers. A study by Nosto suggests that 81% of ecommerce leaders emphasize the importance of on-site search amidst rising living costs. However, many retailers struggle with delivering relevant search results, indicating a clear need for optimization and personalization.
With SEM expertise, students can boost a company’s visibility on search engines through paid advertising, attracting substantial web traffic and potentially improving conversion rates. The e-commerce sector, in particular, has experienced rapid growth and is predicted by Statista to surpass $8 trillion by 2026.
“By 2024, 21% of total retail sales will happen online”
SEMRush
Hence, equipping job seekers with SEM knowledge is crucial for organizations wishing to maintain a strong online presence.
3. Data Analytics
The interpretation of data is a game-changer for businesses. It’s not just about the volume of data but its analysis which can provide profound insights. Data analytics enables students to make informed decisions based on actual data, thereby enhancing business insights and efforts.
Management guru Peter Drucker famously stated, “If you can’t measure it, you can’t manage it.” Equipping students with data analytics skills allows them to gauge the success of campaigns accurately and make data-driven decisions to optimize future marketing efforts.
Encouraging students to explore resources like the ‘Life as an Analyst’ podcast can offer real-world insights into data analysis.
4. Content Marketing
Content, in its myriad forms—be it blog posts, videos, podcasts, or social media updates—is at the heart of digital marketing efforts, driving brand awareness and establishing thought leadership. Understanding the craft of creating compelling content that aligns with keyword research and optimization strategies is essential for students aiming for a career in any industry.
“Brands are shifting towards adopting a more humble tone, speaking the language of their customers, showcasing how they’ve assisted existing clients. They aim to be seen as friends rather than authority figures.”
SEO Expert, DMI podcast
10 Tips on How To Kickstart Your Digital Marketing Career
5. Email Marketing
Email marketing remains a potent tool for lead generation and retention. A well-crafted email marketing strategy can be highly effective for businesses of all sizes in launching successful campaigns.
Students need to understand the intricacies of each stage of the email marketing funnel, from signup to the welcome email, and how to optimize each step to engage users effectively. Given the longevity of email addresses, proficiency in email marketing is a highly sought-after skill.
It is crucial for educators to challenge students to explore innovative ways to leverage email in their future roles.
6. Mobile Marketing
With a significant portion of the global population relying on mobile devices for information, communication, and purchases, optimizing content and landing pages for mobile viewing is imperative for businesses. Mobile marketing strategies, including optimizing for voice searches and incorporating augmented and virtual reality elements, are vital for engaging modern consumers effectively.
Students versed in mobile marketing techniques, including familiarity with tools like Google’s PageSpeed Insights for testing mobile website usability and speed, will be well-positioned to assist companies in enhancing their search presence and user experience.
7. Strategy & Planning
Developing and implementing well-thought-out digital marketing strategies based on analytics and SEO data is crucial for businesses aiming for long-term success. Educators should focus on teaching students the importance of planning, executing digital strategies, and measuring their effectiveness to fill a significant skills gap identified by employers.
8. Social Selling
Social selling has proven its efficacy, with a significant percentage of sales professionals relying on it for lead generation and revenue. Businesses are investing in sales stack technology to better connect with modern buyers who rely on social platforms for recommendations and reviews. Training students in the nuances of social selling will equip them for a successful sales career.
9. Pay-Per-Click (PPC) Marketing
PPC marketing offers a way for brands to quickly gain traffic and visibility. Effective PPC campaigns require a thorough understanding of keyword research, budget management, and constantly testing and optimizing for the best results. Students knowledgeable in PPC marketing techniques are invaluable for running high-performance campaigns.
10 Tips on How To Kickstart Your Digital Marketing Career
10. Video
Video content has become a key driver in social media and marketing strategies, with platforms like YouTube, TikTok, and Instagram leading the charge in creating influential content creators. Understanding the power of video to connect and engage with audiences, especially among younger demographics, is crucial for marketers aiming to tap into this engaged consumer base.
Securing a Digital Marketing Certification
To provide students with the most updated and relevant marketing skills, offering certifications like the Professional Diploma in Digital Marketing from DMI can be a significant advantage. This certification covers fundamental digital marketing concepts and dives deep into key specialisms such as SEO, SEM, email marketing, social media marketing, and more.
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