Covid’s impact on the digital sector: one year on

Digital talent acquisition specialist analyses how the digital sector has been impacted and what’s next

Businesses of all sizes and across all industries have sped up digital transformation strategies over the past year in reaction to the COVID-19 pandemic and as such, the digital sector has witnessed rapid change. This is according to ecommerce & digital talent acquisition agency Beringer Tame, which says that the increase in demand for digital talent has skyrocketed and this trend is set to stay as organisations continue to ramp up digital efforts.

Beringer Tame, which recently announced that it had seen a 100% increase in organisations looking to fill roles in comparison to this time last year, has witnessed first-hand how the sector has transformed over the past 12 months.

Patrick Tame, CEO of Beringer Tame says “ecommerce grew at it strongest rate for more than a decade in 2020, growing by 46%[1], with Barclaycard reporting that Brits spent £40.6 billion on items to lift spirits during lockdown. While there will inevitably be a drop off in some of this growth when people are able to once again have in-person experiences and physically go to a store, the adoption of ecommerce and wider digital services is here to stay.

“We will therefore continue to see an increase in roles available within the digital and ecommerce sectors. We’ve already seen a sharp rise in the number of executive and manager roles being advertised – and placed – and predict that come Q3, the hunt for digital leadership will commence with fervour!

“The roles that we’ve seen a particular uptick in as a result of the pandemic in the ecommerce space include: CRM Managers, PPC & SEO experts, Email Marketing Specialists, Marketplace Managers, Ecommerce Traders, Digital Analysts and Digital Marketing/Brand Managers. Similarly, the most in-demand digital tech roles we’ve seen include: Software Development, Programming, App & Web Development, Data Science & Analytics, Digital Product Management, UX and AI.”

Patrick also provides insights on how salaries have changed over the past year: “National salaries remained steady throughout 2020 with ecommerce and digital manager roles sitting above the national average. Following the first lockdown in March 2020, there was a sudden need to hire talent capable of facilitating digital transformation and the result was that both digital marketing jobs and salaries increased. However, this was short-lived, and salaries flattened out later in the year. With so many people out of work – especially from non-essential industries – there was strong competition for roles and it was an employer’s market.

“This will change though, and those with the digital skills that organisations are in such desperate need for right now will find themselves in an employee’s market. They will experience higher salaries and significant career growth over the coming years.”

Patrick warns that it’s therefore imperative that leaders understand the digital skills they’re after now and begin searching for the right candidates. He adds, “Businesses need to be focusing on ensuring they have the right digital talent in place. This comes down to two key areas; upskilling and hiring smartly. Importantly, there needs to be a greater understanding at board level of what digital skills are required for their company in order to set long term digital strategy.

“Those who are progressing with digital projects more successfully are those who have brought in digital skills at both a senior and junior level and the more experienced individual/s can also ensure upskilling is happening within the business. For those businesses that don’t know the specific skills they require, working with a specialist recruiter or talent acquisition expert can work incredibly well – they understand the different roles that a business might need and can provide useful insight and advice when it comes to the collective team set up vs perhaps only looking at each role independently.”

Patrick concludes, “It goes without saying that the pandemic has changed every industry, with the recruitment process itself having changed dramatically, making it more efficient – and we’ll certainly see some of these practices continue into the future.

“However, the digital sector as a whole has experienced significant growth. As such, this has paved the way for roles within ecommerce and digital marketing to not only increase in number during 2021 and beyond leading to stiff competition for talent, but also result in higher salaries and significant career growth, especially for the top 20%.”

Author: Editorial Team

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