This article contains updates made July 31, 2020. The contents of this article can still be supported by this April 2020 article via ClickThrough.
Hiring managers and recruiters are continuously relying on applicant tracking systems, which aid in automating the process of sifting through resumes in search of the top applicants. To make it past applicant tracking systems, keep formatting simple, tailor your resume to the job, and include the right keywords to ensure you make it past the first step of the application process. Include keywords that reflect the responsibilities you performed and the experience you’ve gained. Which keywords should you use? Marketing experts Moz and Fractl teamed up on research that gives insight into the top keywords and titles in today’s marketing industry. The research included an analysis of 75,315 job listings in June 2015.
You may be the best candidate for the job, but is your resume up to par? Use some of these findings when you are crafting your resume to give yourself the best chance of landing an interview for your dream job.
What skills should I put on my resume for marketing?
According to the research, digital marketing, SEO, and Google Analytics are the most sought after skills in marketing jobs. Researchers analyzed the salaries of job listings with marketing-specific terms and noticed that those three keywords were tied to the largest salaries within the marketing industry. Job descriptions that included the word “digital marketing” offered an average of $84,000, and those with “SEO” and “Google Analytics” offered $76,000.
Digital marketing is an umbrella term for the promotion of a brand across some kind of electronic media. This includes social media, online marketing and advertising, and television and radio. Because it is so inclusive, the Moz and Fractl research noted that it’s one of the top professions that calls for a variety of skills. Considering how marketing is evolving, almost every type of job in this field will likely require some form of digital marketing in the roles and responsibilities.
Search engine optimization is a term many marketers have been required to learn. It refers to the process of improving content on a website so it is more easily picked up by search engines, therefore placing the site higher in search results. The number of professionals on LinkedIn who include SEO in their profiles jumped 73 percent over the past two years, noted within research. Additionally, “SEO Specialist” is one of the 20 most common job titles in the marketing industry.
Many marketers also need to know the ins and outs of Google Analytics. To really improve and grow marketing strategies, marketers utilize Google Analytics to tracking the campaign’s performance and effects on over-all website traffic. The need for this skill has been growing at a rapid pace. In fact, the research found that the number of professionals on LinkedIn who include Google Analytics in their profiles increased 109 percent since 2013.
Quality content fuels digital marketing strategies and is the very core of any campaign. Digital marketers that have experience in content creation are highly valuable in the market. Growing thought leadership and value through content has been the play in digital marketing strategies and continues to rank as a top priority in marketing departments. The demand for content marketing will continue to rise.
“Well-rounded marketers are often the most successful.”
Other helpful inclusions
While these are the top three keywords that the research found to be most valuable and beneficial for marketers, there are many more that are considered desirable for hiring managers. Part of what makes marketers succeed in their positions is their ability to accomplish a variety of functions. Marketers with the greatest range of skills are often the best performers. This requires extensive, continuous training, regardless of one’s degree or background.
“An ‘always be learning’ mindset must be threaded through every organization right down from the top,” said David Reilly, an expert contributor to an Econsultancy report on the marketing skills gap.” Staff needs to be equipped with access to quality training on the move and this must be continuous and consistent.”
Online marketing solutions provider Wordstream listed several tools that are especially helpful in the industry:
- Social media marketing tools.
- Productivity tools.
- SEO tools.
- Image and design tools.
- Email tools.
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