E194 – 2021 Digital Marketing Job Trends

The following data you see is from 53 responses captured via a survey that we promoted the last week of June 2021. We had hoped to get 100 responses but a late start to getting it out there and the fact that lots of people were out of office or working towards the holiday weekend was just bad timing on our part.

That said we DID get just above the minimum we required and we know the data is still interesting to see for us – and hopefully you as well.

Please also note that when we recorded we had 50 responses but between then and 24 hours later when Dave started putting the write-up and files together a few more had trickled in (there were 53 in final count).

What type of company are you responding for? In-house or Agency?

The breakout was 60/40 for the most part with 60% of those responding working or leading agencies.

What type of marketing roles are you hiring for? Full-Time or Part-Time?

The final number came in with almost 75% hiring all full-time employees. If we split the rest that puts it around 85-87% of the roles hired or that companies are looking to hire for are FTE and not part-time roles. The one question we would have liked to ask was around contractors vs employee but we were trying to keep the survey short!

Where are these roles going to work? Will they be Remote or In-Office?

The result here did shock us a bit. While not 50/50 we didn’t expect more people to be hiring for Remote than In-Office. As not all states/countries are 100% open maybe some of these remote roles will move to in-office later this year or next year. Maybe we really are seeing a move to full time remote roles. What do you think?

What is the size of the company you are representing? 1-3 (startup), 4-7 (small business), 8-10, 11-25, 26-50, 50-100 (midsize business), 101-500, 501-1000 (large business), 1000+ (enterprise)?

Almost 1/4 of those that responded are at Enterprise (1000+) type companies. When we combine that with the number of full-time roles that are remote that is interesting (to us at least). Another great question would have been to look into the industries that these companies in but alas we will have to let one of you do your own survey!

Looking at even more of the data we have some 45% of the respondents working for companies with 500+ employees. On the flip side we had just 4% (2) that work at companies of 1-3 and when we combine all the responses from 1-10 employees we got 25% of the respondents. We were actually happy as even with just our 53 responses we had a nice mix of company sizes represented.

How many roles have you filled or are you looking to fill this year? 0, 1-2, 3-4, 5-6, 7-10 or 11+?

Just under 50% are looking to fill or have filled 1-2 roles, 23% are looking to or have filled 3-4 and 15% are looking at 7-10 roles. The high percentage of companies with so many roles did shock us as we really didn’t expect companies to be adding so much headcount so quickly this year. That said, we are really happy to see it!

What marketing type teams are you hiring for or hired for this year? Paid Team, Social Media Team, PR Team, Events Team, SEO Team, Analytics Team, Dev Ops Team or Other?

For those looking for a job or if you are looking to fill roles this chart is all about the competition. There are lots of new hires for SEO and Paid Teams which is good for those looking to move or find new roles. If you are hiring for SEO or Paid know that it is going to be a fight for talent!

Once past those a good number of roles for Social and Analytics are out there with PR and Dev Ops close behind.

We also had some interesting write-ins that could fall under some of the breakouts we had but gives some additional detail into jobs: Marketing Automation, Demand Gen, Editorial, eCommerce, and Email.

As Dave looks back he realizes that roles around eCommerce, Email, CRM and Demand Gen could have also been added! In the end it is tough because everyone calls things something different.

Full Transcript:

Matt Siltala: [00:00:00] Welcome to another exciting episode of the business of digital podcast, featuring your host, Matt scintilla, and Dave roar. You guys excited to have everyone join us on another one of these business of digital podcast episodes. And, um, we have a fun one. Yeah. How’s it going, Dave

Dave Rohrer: [00:00:20] is going and we got the minimum number of responses I wanted.

So I was hoping for two X, but we got, we got the, uh, number that I was hoping we would get before and we got just it. So I’m quite sure

Matt Siltala: [00:00:35] you, we, we wanted this number to at least to make it, you know, somewhat credible. Right.

Dave Rohrer: [00:00:41] You can poke holes in the data. That’s

Matt Siltala: [00:00:42] fine. That’s all right. Well, if you’re curious as to what we’re talking about, we are going to be jumping in.

Hiring and hiring practices and, and, and not just that in general, but with the digital marketing, and this is up-to-date info. So it’s hiring digital marketers in 2021

Dave Rohrer: [00:01:01] and we’ll have left the form open cause I did drop it and Twitter and LinkedIn and Facebook and a bunch of other places. Um, I’m going to let it accept responses.

And if we get any more or if we don’t get any. Um, by the time I decided to pull the plug, maybe this weekend from when we’re recording, um, I’ll see if any more float in, but because of it’s, uh, when we’re recording it and stuff. Yeah. We’ll see. Um, So we did get 50 responses. I was hoping for at least 50 to 75, I really was hoping, praying that we’d get to a hundred, but I knew because of the short notice I pushed it out there that I kind of shot myself in the foot, but whatever,

Matt Siltala: [00:01:43] but, but still, you know, the, the, the quality of people, cause I know that we were spamming them and stuff too.

Um, you know, they are people that are, are in charge of stuff like this. It actually, I think the data can be pretty reliable in my

Dave Rohrer: [00:01:56] opinion, but I think it’s, it’s, I think it’s interesting too. Um, and we, we have a pretty good mix, so, and I will just dive into it. So the 50 responses, it’s basically 60, 40, so 60% of the people that answered our agency, 40% are in.

So not 50 50, but I’ll, I’ll take that. Um, and then one of the other, yeah, it was, I mean,

Matt Siltala: [00:02:22] it was a great split, but almost a great

Dave Rohrer: [00:02:24] split. Well, and it’s easier to get agency people cause they’re, you know, probably looking at stupid stuff and they, you know, we know a lot of people that have agencies, so, um, and then what is it?

So by role types of what they’re doing. And I’m curious because everyone talks about the gig economy and contractors and business and whatnot, and I assumed it would be really heavy on full-time and it actually was. So, um, what was it? So of the responses, 76%,

Matt Siltala: [00:02:59] none of that data set, none of that really surprised me, honestly,

Dave Rohrer: [00:03:04] for this it’s almost yeah.

Three out of four are going full they’re hiring full. Um, one person did part-time all part time and which makes, which leads me to, uh, which we’ll get to the other sizes. You know, I didn’t, I think I asked, um, number of roles you’re looking to fill. So, you know, for the most part, I assume that just about everyone that answered this is hiring, but if someone’s hiring one role and they only need one little help.

There was a number of responses also that did like 18%, some part-time, which means they’ve got, you know, two or three, maybe four headcount that they were looking to fill. And they’re not, they don’t need, they don’t need four FTEs. They just need, you know, they need one person part-time to help with events or social media or their PR.

So, but most of them are hiring full-time. Yeah. So, yeah, I don’t think that surprised either of us.

Matt Siltala: [00:04:09] Um, I don’t really think the role types, um, you know, th this was something that’s interesting because you talked to a lot of people about the different, uh, you know, like, are, are you going back to office or you talked to, you know, you know, like this one, I mean, I wouldn’t say like, it was, it, like, there was nothing that really surprised me.

Um, because it, it seems with, with where we’re at with like all the forest. It was almost pretty equally amongst them. You know what I mean? And so like, cause that’s kind of what I’ve seen. Like you talked to one person like Jim Boykin and the ninjas and they’re all completely, um, remote now. And then you talked to, yeah, they’ve

Dave Rohrer: [00:04:47] closed up.

He closed his office and they’re remote forever

Matt Siltala: [00:04:50] now. Yeah. But you talked to another agency and they still want everybody in office. The collaboration and stuff. So this one,

Dave Rohrer: [00:04:58] Greg fin over, you know, Greg Finn and his company, they just moved into a new office and they’re in that, up in New York. So that’s two agencies in New York, one went fully remote.

And the other one also in the same area, actually, they’re both in the Albany area. That’s kind of funny, those two example. Um, there’s a couple

Matt Siltala: [00:05:14] more in that area that I know of that have been going back

Dave Rohrer: [00:05:18] to office. Which is funny because no one in New York city is going to the office. There’s still like some crazy percentage of offices that are not, and they’re offering like all sorts of crazy stuff.

Um, I guess in downtown New York, um, Chicago, I don’t know what it’s like. Um, I don’t know. I don’t know of any other examples. I know we’ll S with SERE. I don’t know if he’s, I mean, he’s still got two offices here, mostly back in office. Yeah,

Matt Siltala: [00:05:48] we’re, we’re pretty much, I would say 99% back in office and I think will, has allowed whoever wants to, to come back and those that don’t, or that need more time.

Like, I think he’s kind of left it pulled to it, but I don’t, some of them don’t quote me on that. If you’re listening from Sierra and I’m wrong, but like, I think that’s how it is

Dave Rohrer: [00:06:07] right now. Yeah. And the hiring, which I was, I was curious about and I even ping delayed and I said, I did ask the question about remote versus not.

Uh, was, you know, 38% all remote. Was

Matt Siltala: [00:06:22] she surprised at any

Dave Rohrer: [00:06:23] of that? Did you give her the, I know, cause I didn’t, I didn’t have enough data at the time, but I will send you a screenshot eventually the, uh, or she can listen. Uh, but then all in office is 32. So I mean, out of 50, I mean it’s 19 for all 16. I mean it’s almost 50 50.

Yeah. That’s

Matt Siltala: [00:06:42] what I was saying.

Dave Rohrer: [00:06:44] Um, or a third, third, and then it seems, you know, some remote someone office. So it’s basically all over, it’s like a third or a fourth, you know, or, I mean a third remote, a third and office, a third, whatever you want. So it’s kind of all over the place where they’re hiring and where everyone’s at.

I mean, again, 50 responses and, you know, I could slice and dice. To figure out, you know, for those, I don’t know if I can, through the, with set system I use, because I’d be curious to see what percentage of those that our agency did it and which ones, you know, are in off or in-house are all back in office.

That might be, that might be part of it. Um, or, you know, it might slice and dice it and be there. Yeah. Um, and then some of the other ones that I was just curious, like what percentage of the companies who was answering, like, is this all SMBs or am I getting just startups just for, and it’s like all across the board.

So we had a quarter. Yeah. Quarter of the results were a thousand. So, I mean, we’re talking large companies. Yeah. That one

Matt Siltala: [00:08:03] surprised

Dave Rohrer: [00:08:04] me actually. And well, we do know a lot of people at enterprises. Did you know more than me, I guess, but then also a quarter we’re 11 to 25. So, I mean, that’s, that’s, that’s not a small company, but that’s by no means, you know, a size company.

See, I

Matt Siltala: [00:08:19] thought that 26 to 50 would be a little bit more. I thought that would be about a quarter of the pie, but it was only

Dave Rohrer: [00:08:24] 12%. Yeah. It was only 12%. And then 10% was 1 0 1 0 1 to 516% was four to seven. And then there was a couple like, you know, 50 to 100. And like one to three, just one person answered.

So I mean, it’s, these are, you know, I wouldn’t say these are startups. I mean, one to three is, you know, small business. You probably want to be that small. So yeah. You know, they probably, if we did reach any of those people that are like, yeah, we’re not hiring, I’m not filling it out because it’s probably just two people or three people.

Yeah. Because for you to hire, there has to be a lot going on. But yeah, if you’re looking for a job, you know, It basically seems that the, the larger the company, the more they’re hiring right now, especially digital marketers, because it’s probably turning everything back on. Cause my guess, you know, the hiring freeze at those big companies is probably over.

I mean, you’re hearing that there’s tons of jobs out there and there’s not enough people to fill ’em if you want to, you know, get an idea to go do a search on a, you know, go to remoters dot. Or do a search on indeed monster, zip recruiter, indeed, whatever, you know, whatever you’re selling.

Matt Siltala: [00:09:40] Well, and the other side of that, that’s making it difficult is because that starting to get turned back on again.

Um, and I know that this is something that we’ve experienced, but also I guarantee it something others have is keeping that talent that you have because they’re exploring new options because like things that may not have been. Available or all of a sudden now becoming more and more available. And so it’s like the other side of that too, is, is how do you keep that anyway?

Like that’s what I think about when I see this. Cause like with these new, you know, opportunities like this, my might be why some places are losing more and going

Dave Rohrer: [00:10:21] well, if you’re a person that really wants to be in an office and not to pick on Jim and the ninjas. Then moving to fully remote. You may have tried it and you hate it and you might love the company.

You love them. You want to stay there, but you just can’t operate that way. Well, I know a ton of, you know, there, you really love being remote now and they’re saying, no, you gotta come back. And you’re like, no, no, I don’t know.

Matt Siltala: [00:10:52] Well, well, it’s just like the same, the same concept of like, I know so many people that.

That are brilliant people, amazing at what they do that have started to try to, you know, start businesses doing what they’re doing, what they’re good at. And they fell, they fell flat on their face because they’re not necessarily business people, but they’re amazing at what they do. And like, it’s just like the same concept.

Like there’s some people that need that in-office interaction. That’s how they thrive. And then there’s some people that do better when nobody messes with them. You know, like those people, you see the jokes they have. The papers on the back of their neck or, or chair or whatever, saying like I’m busy, don’t bother me.

Here’s the answer to all your questions. I’m fine. You know, like there’s some people that just, they, they need that. So anyway, that would be

Dave Rohrer: [00:11:38] amazing just to drive me crazy. I would put my headphones on and turn up music  is someone who was in my cube. I would like, I would S I actually had a little mirror and I would kind of poke my eye out and be like, oh, they have a question.

I’m just going to keep working. Because if I stop now in the middle of writing this. Yeah, I’m going to forget it and it’s going to break and I just wasted five minutes figuring this out for 15 minutes or whatever it is. Um, yeah, I mean, everyone’s different and I think I’ve seen articles on LinkedIn and I’ve seen, um, like on Bloomberg and CNBC whenever I watch, when I have lunch every so often, and I actually have time to sit down and watch it.

Uh, I saw one CEO say, you know, if you. To be able to work remote, go work for Google. Facebook, Twitter don’t care were for my company. And I don’t remember his company. It was like a service type company. He’s like, we are going back in the office and that is it. He goes, if you don’t like it, that’s awesome.

You know what? That’s fine. But we have for us. We’ve decided that we do work better. It’s just better for our clients. It’s better for us. It’s better for employees that we are in the office. So, you know, we wish you good luck. And we know we’re going to lose some talent, but we hope that they find something that fits with the need.

And he was very open about it. It was kind of cool. He was like, no, no heart. You know, it’s not for everyone. That’s fine. But we just know it’s best for us in our clients. And he’s like, you know, sorry, if you want to work for us and that’s not okay. He’s like, you know, there’s other great companies and other great places to work for.

I’m sure they will have you. It was like, that’s the first person I’ve seen that. Like, no, you must do it. Or, you know, you’re wrong.

Matt Siltala: [00:13:23] Did any of the, uh, data on the marketing teams, uh, um, data set, catch you off guard or anything? Chocolate.

Dave Rohrer: [00:13:33] Um, what percentage are actually hiring a ton of people? Like there was, I mean, only out of the 50, there are some people that are hiring 11 plus roles.

Yeah. So that’s 6% of, I mean, we didn’t have that many people in there. And 16% are hiring seven to 10 roles. Those are some big companies with lots of roles. I mean, between the two that’s almost 20%. So one out of five have almost double digit opportunities open in their marketing departments in some, in some field.

Yeah. That’s a lot of head count. They’re adding.

Matt Siltala: [00:14:18] Yeah, that’s true. I didn’t think about that when you combine them.

Dave Rohrer: [00:14:21] Yeah, when you come. I mean, it’s, I mean, it’s what, 22%, almost a quarter. I mean, that’s a lot of head count at, and again, I could slice and dice it and maybe we’re just going to assume that it’s probably, you know, a larger company, but that means all of the larger companies, I mean, you know, are hiring that kind because not that many companies that were in the 500 to a thousand, so even, you know, But 35% were a hundred to a thousand.

I think that’s, that’s a lot of growth and it might just probably agencies, honestly, that might be answering, you know, we’re growing a ton.

Matt Siltala: [00:15:02] Well, I know, I mean, just from experience with like, you know, like obviously 2020 was a, an anomaly kind of an interesting year, but like, I mean probably one of the best on record for us, but like things have not really slowed down.

Uh, in 2021 and I don’t see them, like things are continuing to just grow. And so, you know, it it’s, I mean, the data is showing us that that’s true with, with this at least, but yeah,

Dave Rohrer: [00:15:29] everyone’s trying to hire marketers. Um, and what is it, what if I include, what was it? Three to four or five to six? I mean like almost a quarter are hiring at least three to four.

And almost half like 44% are hiring at least one or two. Yeah. So, I mean, everyone is hiring at least one or two people. Now. It just depends on, you know, what makes sense. And then the very last question we asked was, um, which teams, so you already looked, I’ll let people guess, but, um, and you could, you could.

Well, I’ll tell you

Matt Siltala: [00:16:10] here, I’ll tell you it surprised me that there was such a big percentage for SEO team.

Dave Rohrer: [00:16:16] It was 72% said they’re hiring for that team.

Matt Siltala: [00:16:19] Like that. That actually surprised me. I thought that more would go to the paid and social, to be honest.

Dave Rohrer: [00:16:25] So, and you could answer, and I know someone pointed out that this there was, they didn’t answer the survey because they said it was, um, set up for single, um, Person, but actually you could.

And that’s part of the thing where, you know, some of the questions you could say, well, Dave, you know, the, some full-time some part-time there, it’s not a hundred percent match because not everyone was gonna answer it. Um, same ways. And I was trying to set this up. So it wasn’t, uh, the questions, like what role types it was a multiple.

So it doesn’t add up to a hundred percent.

Matt Siltala: [00:17:05] But it’d be interesting if you had done this in like 2018 or 2019, I guarantee you that events team that’s at 0% would probably be a much higher thing because like culture, company, culture, you know, things like that, where a lot of a bigger of a, you know, that was a much bigger thing.

Dave Rohrer: [00:17:25] Yeah. You know, sending your company off to conferences, you don’t need it. Yeah. Or, you know, throwing, um, events could also be, you know, like if you work for a car dealer or a car manufacturer or something like that, where you’re always going off and doing stuff or sports things and stuff, everyone probably cut it down to the bare and they don’t, they’re not, everything’s open fully.

So they’re not trying to ramp up those teams because they’ve cut them down so much,

Matt Siltala: [00:17:52] you know, Annie might not. Might not be surprised by this, but I, you know, we, we just had Annie on recently, but, um, I was actually surprised that there was a 22% that were hiring for an analytics team.

Dave Rohrer: [00:18:07] Now, Sarah, cause I was like, well there’s you could do analytics, web, no data.

I thought

Matt Siltala: [00:18:14] it would be like a two or 3%. One, to be honest. Yeah. I was surprised he was out. Yeah.

Dave Rohrer: [00:18:18] I’m, I’m guessing a lot of those big companies, what they’re hiring for is data analysts for their marketing and ops and various teams and building that out so that any data they do get, because yeah, it ended up being, um, and again, you could pick multiple because my, my thinking was if you’re hiring six or seven people, it’s going to be across multiple disciplines.

72% said they’re hiring an SEO team. So out of 50, you know, 72 said they’re hiring at least one SEO, 60% said paid then was social team with almost 40% then analytics then PR and dev ops. And then, um, there was some writings and some other stuff like demand, gen marketing automation, e-commerce, uh, content.

Further down on the bottom or written in, I was actually

Matt Siltala: [00:19:14] surprised content was higher too. That’s one of those ones that

Dave Rohrer: [00:19:18] I, yeah, well, that’s kind of when I was thinking, I’m like a lot of people that are either creating content and stuff, they probably, you know, might not have a full time that’s possible.

Um, but I figured those would be like, Part-time or maybe they think of them as contractor. And so they been try to answer this true, very true, you know, or they just outsource it flat out. But yeah, I would have thought, you know, maybe it’s a contractor role. So, you know, cause you know, that’s

Matt Siltala: [00:19:46] a main focus of every one of them, regardless of if it’s a pain

Dave Rohrer: [00:19:51] there’s 72% hiring an SEO, but who’s going to write your content.

No one’s hiring for content writers. That’s going to be a lot of upset, SEO people. Like dev you’re not hiring any more dev. You’re not hiring any content people you do.

Matt Siltala: [00:20:06] I mean, make up your, your point though in like that they’re probably a remote or freelance. Like I,

Dave Rohrer: [00:20:13] I, and they just don’t count it. Yeah.

They probably didn’t go, oh, we’re not hiring net. Cause we’re outsourcing it. It’s not the, you know, they’re not the same. Um, and that would actually be a good question. It’s like, you know, are you. Outsourcing more, but I was trying to it’s yeah. It’s that’s the other problem. It’s like, this is what 1, 2, 3, 4, 5, 6 questions.

Once you start adding more and more questions, people just go, oh my God, you know, it’s like, Dave, you said this was going to be a one-minute and someone even said, I took it. It did take me less than, yeah. Um, and that was my point. I was trying to like, I don’t want it to be 10 questions. I want it to be less.

I want it to be something that people go, oh yeah. Cause as soon as you open it, you know that we all go, oh, you want how many questions? This is, this is gonna take me forever. I was trying to create less friction, more submissions, but then there’s that, you know, but am I getting enough data and questions?

And yeah. So, yeah, but I thought it was. Um, cause I’ve seen and heard stories about people are having a hard time finding people, agencies. I know someone just pinged me the other day and it was like, Hey, do you know anyone for this type of role? And I see people posting in different groups like we’re hiring.

Um, I just saw Dwayne, who we just had on posts that, you know, your ex has like over two, 100 roles open across every year. I’m sure there’s some marketing and digital marketing roles in there. So it’s like all over the place.

Yeah. Yeah. I just thought it was interesting. Um, as we’re, you know, coming maybe out of COVID hopefully fully, but, you know, and I keep hearing more and more and about the payroll numbers just came out and it’s up. I keep seeing people posting about jobs and agencies that are, you know, either have really boomed or there’s others that haven’t.

And I just see more and more roles and like, oh, who keeps sending me? There’s someone here? Oh, the Chicago bulls, or are hiring some sort of digital marketing manager. And for the love of whoever is sending it to me. Like every single day, I think it’s indeed or LinkedIn or something. I’m like, I haven’t looked at anything.

Why do you keep sending this to me every single day? I’m like, just because I have digital and marketing and manager and stuff in my like LinkedIn or whatever my account is somewhere. Like every single day, that’s the top one. I’m like, well, they please just hire someone. So they stopped sending me that.

Yeah. But they’ve been sending it to me for awhile. So clearly they’re having a hard time finding people to interesting. I don’t even know who plays for the bulls anymore. Sorry.

Matt Siltala: [00:22:58] Yeah. Good

Dave Rohrer: [00:22:58] question. I think rose doesn’t play there anymore and I don’t even know who the coaches, I know. I

Matt Siltala: [00:23:06] know a couple of the sons

Dave Rohrer: [00:23:09] I don’t anymore.

I don’t follow sports as much as I used to. It’s bad. So yeah, I just thought that was interesting to do. Well, I’m glad we got enough data to actually, you know, do it, but it was interesting for me. It was just interesting. If you’re looking for a job or you’re looking to hire a good luck if you’re trying to hire.

Yeah. Because everyone is, and if you’re looking or you’re not happy at your job now might be the time to look because everyone is trying to hire very true. Um, but yeah, that, the one thing that jumped out is just, I don’t know if I expected remote to be higher. I think. Like you all remote? I did think it would be a little bit higher, but I guess not.

Matt Siltala: [00:23:55] Well, there we go. All right, well, um, I do appreciate everybody taking the time to let us, uh, or to listen to us and let us do that. And so, um, if you do have any questions about the data or anything that you want to ask or follow up with, feel free to reach out to us as well. Um, here’s your reminder that we are on iTunes.

Make sure you go there and give us a five star review. And for Dave roar with Northside metrics on met social with avalanche media. And thank you guys for joining us. We’ll talk to you guys later. Thanks. All.