How brands can close the marketing skills gap

The rise of personalised marketing and digital channels is “exacerbating skills gaps” within the marketing profession, according to a new report by recruitment company Hays. The study suggests employers are falling into the trap of hiring junior staff with specific technical skills without considering the core skills that marketers need, such as budget management or strategic thinking.
Hays surveyed around 300 UK marketing managers and executives about a range of issues, including th