Marketing

LinkedIn report says US workforce lacks marketers

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By Minda Smiley, Reporter

May 7, 2018 | 2 min read

According to LinkedIn’s latest Workforce Report, the US is currently experiencing a marketer shortage.

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The monthly report, which tracks employment trends across the country’s workforce, found that the US needs 230,000 more people with marketing skills.

Cities including the San Francisco Bay Area, Boston, Seattle, DC, and New York City have the greatest shortage of people with these skills, while Miami, West Palm Beach, St. Louis, Las Vegas, and Orange County have the biggest surpluses.

“Companies, large and small, need marketing to grow. Small businesses may not have resources for a full-time marketing hire, but they still need these skills—which range from social media and digital marketing, to market research and branding. Given how critical marketing skills are across sectors, we were surprised to find that the US has a national shortage of 230,000 people with marketing skills,” the report states.

LinkedIn uses data from the 146 million US workers who have profiles with the company to compile the report, which also found that the cities with the largest skills gaps overall are the San Francisco Bay Area, DC and Austin.

"Each of these cities has a scarcity-driven skills gap, which means there is a high unfilled demand for workers with certain skill sets such as healthcare management, or education and teaching," the report says.

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