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Small Business Digest


Small Businesses Seeing Shortage Of Marketing Talent

During May 2013, more than 101,000 jobs were advertised online for marketing professionals in the United States, according to WANTED Analytics™ (, the leading source of real-time business intelligence for the talent marketplace. As more channels are used to promote products and connect with customers, the need for specialized marketing talent is becoming more prevalent. The number of available marketing related jobs grew 12% year-over-year when compared to May of 2012 and more than 160% in the past 4 years.

Within marketing, some of the most in-demand positions include Business Development Managers, Product Managers, Account Managers, Communications Managers, Brand Managers, and Online/Digital Marketing Managers. The commonly required skills reflect the high demand for these jobs:

  • Product development/management
  • Business development
  • Analytical skills
  • Product marketing
  • Market research
  • Marketing strategy
  • Digital marketing
  • Online advertising
  • Competitive analysis
  • Search engine optimization (SEO)

The metropolitan areas with the most demand for Marketing Managers were New York, San Francisco, Chicago, Los Angeles, and Seattle. The New York metro area saw the highest number of listings, with more than 11,000 marketing jobs available online. However, of these 5 cities, San Francisco experienced the largest year-over-year growth. In this area, there were 24% more jobs posted online this May than when compared to May of 2012.

With demand for marketing professionals growing steadily, it is likely to be difficult to source potential candidates. As demand continues, conditions and the level of difficulty may increase. According to the Hiring Scale™, this occupation scores an 85 on average across the United States. (The Hiring Scale ranges from 1 to 99, with 99 representing the most difficult conditions.) Local conditions will vary widely, depending on regional demand and talent supply. Currently, some of the metro areas that are likely to experience the most difficulties are San Francisco, Washington (DC), and Boston. Not only do these 3 locations all score higher than average on the Hiring Scale, but job ads also tend to remain open longer. On average, job ads in these 3 cities stay online for 7 weeks.

In comparison, some of the best areas to recruit this talent are Bloomington (IL), McAllen (TX), and Atlantic City (NJ). In these areas, demand remains low, yet there are pools of qualified potential candidates. Bloomington presents the least difficulties, scoring a 20 on the Hiring Scale, far below the national average of 85.

The Hiring Scale measures conditions in local job markets by comparing hiring demand and labor supply. The Hiring Scale is part of the WANTED Analytics platform that offers business intelligence for the talent marketplace.

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