The talent gap in the marketing industry is a growing issue, with 82% of marketers recognising there is a digital skills deficit, according to research from Google, with training low on the agenda for many employers.
New skills and diverse talent is even more a priority now in an increasingly accelerated pace of change, and looking to address this is a new partnership launched by Google Digital Academy, The Boston Consulting Group (BCG) and The Knowledge Engineers, to drive an industry-wide initiative, the Talent Revolution, to significantly enhance digital marketing skills for leading companies.
Already on board supporting the survey is Tesco, Unilever, P&G, Vodafone, the UK’s Government Communication Service, and Cancer Research UK and around 30 other organizations.
Every company that participates with eight or more marketers will get its own digital-skills “health check” in the form of a benchmark report, showing the company’s performance against its industry’s average. The intelligence from the survey will also inform a new Digital-Skills Index and an annual report that will provide insight into cross-industry digital capabilities. The survey will be run annually, so the industry can see how digital skills are evolving.
Using the information gathered from the benchmarking, the Google Digital Academy, BCG and The Knowledge Engineers partnership will identify key gaps in digital marketing skills. This will inform a learning curriculum to help leading companies build their digital marketing skills and keep pace with the rapid changes that are occurring.
Shuvo Saha, Director of Google Digital Academy comments that “Marketers themselves recognize that there is a gap in digital skills: 82% of those surveyed recently told us they think so. The Talent Revolution initiative is bringing together the best industry advisors and representatives to address this gap and make sure that marketers become the driving force behind future business success.”
The survey will continue through April 19, 2015 in the UK and Germany. More details on how your organization can take part in the survey and how the information you provide will be used can be found here.
The Talent Revolution forms part of Google’s Growth Engine initiative to inspire 1 million Europeans and train them in digital skills by 2016.