(openPR) The Job & Skill Barometer of the German Association for Personnel Management eV (DGFP) and the company Textkernel provides an overview of how the demand has been in the marketing and sales professional groups since 2019 and shows developments and trends on the job market.
- The shortage of skilled workers is also evident in the marketing and sales professional groups, which will continue to be sought after at a high level following strong growth in 2021.
- The most sought-after jobs are sales managers and product managers.
- For sales positions, customer-related professional skills are particularly in demand.
- For marketing and sales professional groups, communication, self-motivation and teamwork are the most required soft skills; especially self-motivation experiences strong growth.
- The commerce, industry/technology and ICT sectors have the highest number of vacancies for both occupational groups.
- Remote work is advertised more often than average to the overall market.
- The share of part-time offers is low compared to the market as a whole.
- In marketing, professional social media skills are becoming increasingly important; other digital skills are also sought after, such as search engine optimisation, e-commerce or digital marketing.
The shortage of skilled workers is still evident in the marketing and sales professional groups. Collected data shows a consistently high level of demand after strong growth in 2021.
The changed requirement profiles of the professional groups could also play a role in the high demand: “Since 2019, professional skills with a focus on the customer context have become increasingly important in sales,” explains Stefan Knichel from Textkernel. These include customer relations, negotiation, customer service or account management. “In marketing, professional social media skills are up 6% since 2019, while general marketing skills are stagnant,” Knichel continued. In addition, digital skills, such as search engine optimization, e-commerce or digital marketing, are in greater demand.
Data-driven management also means that the soft skill Analytical thinking it is advertised. The two professional groups have something in common in the area of soft skills: communication, self-motivation and teamwork are particularly important. Compared to 2019, there was a significant increase in the self-motivation skill.
Kai H. Helfritz, co-editor of the study on behalf of the DGFP, points out: “The Job & Skill Barometer gives us great insight into what companies require from candidates. In the case of the Marketing & Sales professional group, for example, it is in the industry/technology and ICT sectors that the majority of vacancies exist. The data also shows that remote work is offered much more frequently for these professional groups than is the case on average in the labor market. On the other hand, part-time options are rarer. Here the market level is 22%, with the figure for sales jobs 12% and marketing jobs 16%.
You can download the full study for free here: https://www.textkernel.com/de/news-de/job-skill-barometer-marketing-und-sales/
The barometer of work and skills
The Job & Skill Barometer published by the German Society for Personnel Management eV (DGFP) and the company Textkernel, which specializes in human resources and recruitment technology, shows the changes in the jobs requested in the job advertisements and the job skills therein mentioned, as well as the soft and computer skills. The purpose of the barometer is to identify trends and developments for specific job profiles and make them transparent. It is important not only to consider the demand of individual professional groups, but also to consider the professional and soft skills required in each case. The Job & Skill Barometer publishes data quarterly for one of the following job groups: HR, IT, Marketing/Sales, and Finance. The initiators and publishers of the Job & Skill Barometer are the German Society for Personnel Management (DGFP) and Textkernel.
Work power supply
The data comes from Jobfeed, Textkernel’s job market analysis tool. Jobfeed searches the Internet for new job vacancies every day and makes them assessable, among other things in relation to the required skills and qualifications. The tool regularly scans over 250,000 websites in Germany alone and has already made over 350 million job postings assessable since 2011. Use the latest machine learning algorithms. Jobfeed is able to automatically check the found job advertisements for duplicates and thus distinguish between the number of vacancies and the number of job advertisements posted for them. This publication deals with the number of vacancies in the German labor market between 2019 and 2022.
German Society for Personnel Management eV (DGFP)
The German Society for Personnel Management (DGFP) has been the competence and career network for HR enthusiasts since 1952. Our network includes DAX companies, small and medium-sized enterprises, renowned scientific organizations and consultancy firms, as well as numerous personalities from human resource management. We work with our members and partners on current HR trends and topics, support HR professionals in their careers and are the voice of HR management in politics and society. The personal exchange of experiences is at the heart of our work. To this end, we organize around 100 experience sharing groups nationwide, offer various formats of both digital and face-to-face events, and combine current HR knowledge in our publications and studies. Together we shape the world of work today and tomorrow.
Read more about www.dgfp.de
contact person:
Kai H. Helfritz
Responsible for managing membership and partnerships
+49 30 8145543702
[email protected]
German Society for Personnel Management eV (DGFP), Linkstraße 2, 10785 Berlin
Text kernel
Textkernel is one of the pioneers in the AI industry. For 20 years, the Dutch firm has been translating modern AI thinking into user-friendly technologies for HR, especially for recruiting. In this way, Textkernel supports its customers in bringing people and jobs together better. Over 2,500 companies, personnel services providers and HR software providers worldwide use Jobfeed’s CV analysis, semantic search and matching and the latest job market data every day. With more than 160 employees located in five countries, Textkernel serves clients across a wide range of industries and sizes. Founded in 2001 as a spin-off of the University of Amsterdam, innovation, research and development are at the heart of the company. In 2021 Textkernel took over the market competitor “Sovren” in the USA to promote the expansion of the American and Asian markets. The acquisition of the Dutch technology provider Akyla followed in 2022. Textkernel is ISO 27001 certified and the data center for the German market is located in Düsseldorf.
contact person:
Stephen Menge
Vice President of Sales Europe
[email protected]
+49 69 – 50 60 28 – 181
+49 160 308 21 46
Stefan Knickel
DACH Senior Marketing Manager
[email protected]
+31 (0)6 3900 6451
Textkernel, De-Saint-Exupéry-Straße 10, 60549 Frankfurt am Main
Textkernel is one of the pioneers in the AI industry. For 20 years, the Dutch firm has been translating modern AI thinking into user-friendly technologies for HR, especially for recruiting. In this way, Textkernel supports its customers in bringing people and jobs together better. Over 2,500 companies, personnel services providers and HR software providers worldwide use Jobfeed’s CV analysis, semantic search and matching and the latest job market data every day. With more than 160 employees located in five countries, Textkernel serves clients across a wide range of industries and sizes. Founded in 2001 as a spin-off of the University of Amsterdam, innovation, research and development are at the heart of the company. In 2021 Textkernel took over the market competitor “Sovren” in the USA to promote the expansion of the American and Asian markets. The acquisition of the Dutch technology provider Akyla followed in 2022. Textkernel is ISO 27001 certified and the data center for the German market is located in Düsseldorf.
