There’s a shortage of fundamental search roles across adland and industry intervention is needed in order to keep up with business growth and employer demand.
When Sydney-based founder of digital agency Indago Digital and ex-GroupM honcho, Gary Nissim, posted his frustrations on LinkedIn over hiring for a mid-level SEO job, he didn’t expect the copious comments relating to his candidate shortage crisis. He also didn’t expect that of the 30 incoming CVs, 83% would not be in the country and 34% would had no SEO experience.
While Nissim says it’s actually in all aspects of digital marketing there are big talent gaps, there’s a particular shortage in the SEO and PPC field, at mid to senior level.
“We’ve always recruited someone in the end but only due to the amount of time we invest into the process, our combined networks and staff recommendations.”
Senior search consultant at global recruitment firm Xpand, Louise Kenny, who agrees there is a “big gap in SEO talent at the moment”, says the industry is evolving at such a rapid pace it is difficult to keep up with its growth and demand.
“Companies need specialists within SEO as opposed to generalist digital marketers,” she says.
Kenny says a lot of candidates she speaks to want more than just a straight role in search and that employees should look at how to potentially expand and develop the roles to make them more appealing.
“Even at junior level candidates are keen to play some part in strategy. If companies gave employees more opportunities to be a part of pitches and strategic plans for clients it would develop their skillset and keep them interested in the role.”
She says brands and agencies need to work together and that industry intervention is needed to help fix the issue - also adding that to help address the problem, linking up with high schools and universities to show what the role of an SEO specialist is and where it can take them career wise, would also help.
Short term fix is not enough
Kenny says that one of the reasons for the struggle is connected to the shortage of candidates coming across from UK/Europe and South America on working holiday visas and that fixing the problem needs to start at high school level by encouraging school leavers to look at degrees within digital marketing.
Nissim says as more and more businesses, agency and client side, are building or growing their digital marketing teams, this effectively means demand is growing quicker than supply.
“We believe the most common short-term fix is the one that is having the largest adverse effect – that being the way the industry continually imports and employs non-Australian nationals,” Nissim says.
“Because of this we are not training graduates or skilling up people currently in the industry. Obviously international imports are more prone to leaving the country than Australian nationals leaving a skills gap.”
What is the solution beyond a short-term fix? Comment below and share your views.
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