We continue to analyze the Russian job market together with HeadHunter. This time we have prepared an overview of vacancies and resumes digital marketers, according to data for the 2020th year.
From the article you will learn:
- the level of competition in the job market and the resume of digital marketing specialists;
- the average salary offered by the employer and the average desired income of specialists;
- what you need to know and be able to get hired – the basic requirements for a candidate.
Vacancies and resumes
On average, per month in 2020, HeadHunter published 739 vacancies and 672 resumes in the field of digital marketing.
The largest number of vacancies was added in March (857) and October (858) 2020, and the summary (771) – in September 2020.
From April to May there is significant decline in posting vacancies. This is due to the pandemic and the general quarantine announced on the territory of the Russian Federation.
The number of vacancies has almost halved – 455 and 462 PCS. in April and May, respectively. The number of posted resumes has decreased, but not significantly.
The coronavirus forced companies to cut costs, including on personnel, so they decided to stop hiring and even cut staff.
For people, on the contrary, the issue of work has become more acute, which is why the number of posted resumes has not changed significantly:
Let’s see in which regions of the Russian Federation the demand for digital marketers was the highest last year:
Most vacancies were posted in the capitals: 3307 and 1290 in Moscow and St. Petersburg, respectively, the fewest vacancies in the TOP-10 regions were offered in the Samara region (190 PCS.)
Salaries
The average proposed salary (median) for a digital marketer position in Russia is 44,000 rubles, which practically coincides with the expectations of candidates, on average it is 42,000 rubles.
The median salary is the average salary minus the extreme values: too high compared to the average and too low.
The salary that candidates indicate on their resumes coincides with that offered by employers and is on average 43,000 rubles.
How much employers are willing to pay in the regions
We took several regions of Russia and tracked what salaries are offered for digital marketing vacancies:
The highest level of salaries is in Moscow, the Moscow region, St. Petersburg and the Primorsky Territory, and the least willing to pay digital marketers in the Saratov, Chuvash and Kirov regions.
Job seeker portrait
A typical analyst job seeker is a 25-34 year old male or female with 3 to 6 years of experience, college graduate and proficient in English at an elementary to intermediate advanced level.
Age and gender
In general, on hh.ru, digital marketers are almost equal in number for both men and women (there are 10% more male candidates):
Most candidates (58%) fall into the 25-34 age group.
We also see in the diagram that a fairly large proportion of applicants (21%) falls into the group from 35 to 44 years old – the more “experienced” age group.
17% candidates belong to the group from 18 to 24 years old – students and people who have recently graduated from university, and in total 3% Are candidates aged 45 and over.
experience
In the distribution by work experience, most candidates (28%) indicated that they have been working in digital marketing for 3 to 6 years.
thirteen% candidates are in the age range from 1 to 3 years. Almost equal number of candidates have worked in digital marketing for 6 to 9 years and 9 to 12 years – 17% and 15% respectively.
Applicants with a long experience of 12-15 years and more than 15 years – according to ten%… This is a fairly large number considering the age of the digital marketing niche itself.
It should be noted that there are few candidates without experience and with less than a year experience – according to four%… Most likely, this is due to the fact that this vacancy is already being filled by people who are familiar with the industry, know the specifics of the profession and have the necessary knowledge of the market. It is difficult to find a place in the market without preparation and certain accumulated experience in this area.
Education
80% digital marketers looking for work have a college degree.
There are also candidates with an unfinished higher (ten%), by five% accounts for candidates with secondary specialized and secondary education.
Schedule
81% candidates indicated in their CVs that they are ready to go to work full time, 44% – agree to a flexible schedule, i.e. have the ability to adapt to the current conditions of the employer.
We also see a large percentage of candidates who preferred the remote work format (59%), which is explained by the conditions of the pandemic and the fact that the digital marketer profession is quite suitable for working outside the office. 21% candidates preferred a shift work schedule.
Employment type
The data that we obtained from the analysis of the resume on the desired type of employment overlaps with the preferences of the candidates for the work schedule.
92% candidates are ready for full employment, this echoes the answers 81% candidates who indicated the desired schedule full time.
46% preferred part-time employment – intersection with answers 44% candidates who want flexible working hours and with 59% candidates willing to work remotely.
A fairly large percentage of candidates (35%) chose the format of work only on individual projects, which also intersects with remote work, as well as with a shift work schedule (21%). This format is most likely suitable for university students or graduates.
English proficiency
20% digital marketers have written on their resume that they have an intermediate-advanced level, almost the same number (19%) called the initial level, or did not reflect this point in the resume at all.
thirteen% have an advanced level (for example, they can read professional literature), are fluent in English 6% applicants and even there is a small percentage (0.1%) for whom English is their native language.
Possession of special skills
We list skillsowned by digital marketer candidates. The diagram shows the share of the total number of resumes, the data is arranged in descending order of popularity:
The most common skills that applicants indicated in their resume last year are knowledge of online advertising, analytics and data collection systems, contextual advertising, and graphics programs. Also among the personal qualities candidates indicated the ability to work in a team, manage projects and competent negotiation.
Basic requirements for the candidate
Below are the skillswhich, according to employers, should be possessed by employees applying for the position of digital marketer.
The diagram shows the number of published vacancies with the required skill as a percentage of the total number of published vacancies in Russia, the data are arranged in descending order of popularity:
Basically, the most popular requirements are the same as the skills that candidates indicated on their resume (see previous point). This is knowledge of Internet advertising, contextual advertising and the ability to work in analytics systems.
It is also important when applying for the position of a digital marketer, according to employers, to be able to work with social media and know the principles of search engine promotion, as well as work in graphic programs and create text content.
Research findings
The coronavirus crisis and quarantine had an impact on the labor market and, in particular, on supply and demand for the position of digital marketer. The number of posted vacancies fell by almost twice in April and May 2020.
Average salary offered digital marketer last year was at the level 44,000 rubles per month, while candidates for the position were willing to work on average for 42,000 rubles.
Typical job seeker for the position of digital marketer is a man or a woman from 25 before 34 years with experience from 3 before 6 years old, graduated from a higher educational institution and speaks English at an intermediate-advanced level.
A digital marketer must have the following special skills: knowledge of online advertising, contextual advertising and the ability to work in analytics systems, knowledge of social media and search engine promotion, as well as work in graphic programs and writing skills. dr.
Read also:
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Analytics job research