Growth through Talent

What Candidates Really Want - Digital Skills and Recruitment Survey 2021

 3rd Aug 2021

The results are in! 

A total of 200 candidates from a range of industries across Digital Marketing & Media completed our recent 2021 Digital Skills and Recruitment Survey. 

Here are the key findings: 

  • 70% of candidates surveyed are considerably optimistic about the job market
  • 95% of candidates are moderately or highly confident in making a move from their job in the current climate
  • 58% of candidates find it challenging to find the job they want
  • Salary and Bonus is the most important thing that candidates look for when making a move
  • 75% of candidates are approached up to five times per week by recruiters or hiring managers about new roles

There is no doubt the industry is facing talent challenges and with demand expected to continue or increase further throughout 2021 then getting your EVP right is more important than ever.  If you want to recruit the best talent, then you need to be offering the best benefits. Here are some of the things that candidates actually want:

  • Salary & Bonus
  • Flexible Working
  • Diverse & Inclusive Work Practices
  • A range of benefits that includes health care, pension, gym memberships, etc.
  • Ongoing Training & Career Development


David Terry, Founding Director at Pivotal London 


The Results

Overall, it's great to see that candidates are feeling positive about the job market and feel confident in moving.  The data tells us that people within the industry are much less risk-averse or concerned about pandemic-related issues than we experienced last year.  


Despite there being hundreds of roles available, not all candidates are finding it easy to secure a new job. This indicates there is a gap between the skills employers require and the actual skills available on the market.   The top five Digital Marketing skills according to Pivotal clients are Paid Search, Paid Social, Advanced Analytics, Data Management, and Programmatic Display. 


So what is going to draw candidates in? Not surprisingly, it's Salary and Bonus that candidates say is the most important consideration when making a move. In the first instance, employers must get this right before engaging with candidates. Once the role's Salary and Bonus are in line with market expectations, you can then show them all the great benefits of joining your business and hope they choose you. 

With thousands of Digital Marketing and Media roles on the market, we asked candidates how often they are being approached about new roles.  As you can see from the below - it's a lot!  Thinking of innovative ways to connect with candidates to cut through the noise should be high on your agenda. 

Retaining existing talent should be your highest priority.  When was the last time you reviewed your key employee's packages, discussed their career development, or promoted key people?  Don't wait for them to come to you - be proactive and get on the front foot with these three keys retention strategies.    

Getting your benefits package right is more important than ever. Having a confirmed Flexible and Hybrid working policy beyond the end of the year will also help you win the war for talent, as people want to know what their working patterns will look like beyond the pandemic and into 2022.

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