Interactive Advertising Bureau
21 November 2018

IAB Europe Report: Human Capital in the Digital Environment 2018

The first edition of the IAB Europe Human Capital in the Digital Environment Report highlights a series of findings which come to support the efforts of the industry to combat the skill gap and talent shortage currently affecting it. The report aims to identify the main challenges that both recruiters and candidates face when hiring or transitioning into digital marketing and communication, with a focus on training needs and potential future priorities for education on digital topics. Prevalent throughout the report is also a clear incongruity between the perceptions of employers and candidates, ranging from the skills needed in the industry, to the abilities possessed and the salaries expected.

In terms of the actual topics that HR specialist and trainers in companies have identified as most pressing for potential candidates or existing staff, programmatic and analytics lead the field – 56% and 54%, respectively. Also of note are topics related to video advertising (43%), campaign planning (39%), emerging technologies (37%), cross-media (36%), and content marketing (35%). Least interesting as training topics for the respondents are DOOH, Digital Audio, and email marketing – 11.81%, 14.17%, and 14.96%, respectively.

As far as training budgets are concerned, both employers and employees are willing to invest in digital training in the coming years. 43% of employers taking part in this study expect their training budgets for staff to increase next year. 85% of candidates are willing to invest in themselves to bring their skills and abilities required by a career in digital up to speed.

Through the Education and Training Committee as well as all its other committees, work groups and task forces, IAB Europe will continue to take steps to support the training efforts of its members and industry as a whole in the pursuit of adequately prepared current and future generations of digital talent.

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