Top marketing skills to look for in candidates
1. Communication skills
Included in 45.16% of marketing job postings
Individuals in marketing must be able to craft engaging messages and collaborate effectively with colleagues, making strong communication skills essential. Because every marketing role requires effective communication, consider mentioning these skills in your marketing job descriptions.
Use phrases like “ability to communicate effectively with audience members” and “strong collaboration skills” to attract quality candidates. After narrowing down your pool of candidates, have each candidate participate in a panel interview to assess their communication skills and evaluate how they collaborate with others.
2. Marketing
Included in 43.71% of marketing job postings
Marketing professionals use their skills to persuade audience members to buy specific products and services. “Marketing” is a broad term, so be specific about your needs in your job descriptions. If you need a skilled copywriter, include phrases like “strong copywriting skills required” or “applicant must demonstrate the ability to write persuasive advertising copy.”
To assess a candidate’s marketing skills, ask for previous work samples or administer a custom pre-employment assessment as part of the hiring process.
3. Microsoft Office
Included in 18.05% of marketing job postings
Microsoft Office is used to create documents, maintain spreadsheets and develop presentation slides. If you need employees with intermediate or advanced Office knowledge, be sure to mention it in your job description. Use phrases like “Microsoft Office proficiency required” or “must have advanced PowerPoint skills.”
Administer a skills test as part of the initial application process to assess a candidate’s ability to use Microsoft Office for common marketing tasks.
4. Social media management
Included in 17.94% of marketing job postings
Skills in social media are highly desirable in the marketing industry as social media is an effective method to communicate to current and potential customers. If you’re looking for a candidate with experience using social media to interact with your target audience, specify which social media platforms your business specifically uses for outreach.
If you want to assess a candidate’s ability to manage social media, ask them for some samples of their work-related social media posts. You may also look for candidates who have experience analyzing metrics obtained from social media posts.
5. Microsoft Excel
Included in 17.41% of marketing job postings
Excel makes it easier for employees to create charts, analyze sales data and track the cost of each campaign. You should include it in your marketing job descriptions if you’re hiring for an Excel-heavy role. Phrases like “proficiency in using Microsoft Excel to create charts” and “experience with pivot tables” can help you find quality candidates.
To assess a candidate’s Excel skills, administer a performance assessment during the interview process.
6. Management
Included in 15.23% of marketing job postings
An effective team needs a skilled marketing manager to plan, lead and monitor people and other resources. If you’re hiring for a management role, make sure your job description includes phrases like “accomplishes marketing objectives by managing staff” or “proven ability to manage a marketing budget.”
Assess each candidate’s skills by using behavior-based interview questions to gather information about their approach to managing employees. Another option is to ask a candidate’s references about their management skills.
7. Writing skills
Included in 13.05% of marketing job postings
Many marketing jobs involve some type of writing, such as articles, direct mail pieces and website copy. Include writing skills in your job description if you need to hire a copywriter or are looking for an individual with experience communicating with members of a well-defined target audience.
“Strong writing skills” and “ability to write in-depth blog posts” are two helpful phrases for identifying quality candidates. You can also assess a candidate’s writing skills by asking for a portfolio with work samples or administering a skills test.
8. Project management
Included in 12.54% of marketing job postings
Some teams need a project manager (PM) to ensure that each project stays on track. Include this skill in your job descriptions if you need a PM with experience handling scope changes, budgeting issues and other project-related concerns.
Attract quality candidates with phrases like “advanced project management skills” or “ability to manage marketing projects successfully.” You can assess a candidate’s skills by asking relevant interview questions, requesting evidence of project management certifications or selecting candidates who have prior experience as a project manager.
9. Microsoft PowerPoint
Included in 11.27%% of marketing job postings
Microsoft PowerPoint is one of the most important and versatile programs in marketing. Many professionals use PowerPoint to create presentations for sales pitches or marketing materials.
Include phrases like “ability to create visually appealing PowerPoint presentations” or “expert-level PowerPoint skills.” When you’re ready to assess a candidate’s skills, ask for work samples or administer a skills test.
10. Analysis skills
Included in 10.55% of marketing job postings
Analysis is one of the more desired skills because marketing professionals need to be able to analyze multiple information sources and draw conclusions. There are various types of roles that require analysis skills within the marketing industry, such as market research analysts, data analysts or content strategists. For example, analysts should be able to review demographic data and determine the best way to use it for each campaign.
Use phrases like “ability to interpret data” or “critical thinking skills” to attract quality candidates. You can assess analytical thinking skills by asking open-ended questions about their processes, the software they have experience with and the types of reports they have generated.
11. Customer service
Included in 10.50% of marketing job postings
Some jobs combine marketing with customer service, making customer service skills essential for success. Add this skill to your job description if you’re hiring for a role that includes a mix of marketing and customer service responsibilities. Use phrases like “strong customer service skills” or “ability to resolve service issues quickly.”
To assess a candidate’s customer service skills, use role-playing exercises or ask them to describe how they’ve dealt with challenging customer interactions and resolved the issue.
12. Microsoft Word
Included in 10.27% of marketing job postings
Microsoft Word is one of the top skills in marketing because of its versatility. Marketers use the software to draft marketing messages, write reports and perform other tasks.
Phrases like “Microsoft Word proficiency” and “ability to create professional reports in Microsoft Word” are ideal. Before you hire someone, test their proficiency with a skills test.
13. Time management
Included in 8.98% of marketing job postings
Time management skills are essential for all roles in the marketing industry as it relies heavily on deadlines. For example, a marketing specialist may have to launch a new campaign and its deliverables by a certain date. Use phrases like “ability to manage time effectively” or “ability to meet tight deadlines” to communicate the importance of time management in your job description.
To assess this skill, ask candidates to give an example of a time when they had to meet a tight deadline.
14. Organizational skills
Included in 8.38% of marketing job postings
Organizational skills and the ability to multitask are important attributes to look for in prospective candidates. Most marketers have several projects going at once and need to ensure that each project follows its respective timeline. Include this skill in your job description if you need to hire someone who works as effectively as possible. Use phrases like “strong organizational skills” or “ability to maintain an organized work environment.”
You can assess organizational skills by asking a candidate to describe their workload and how they prioritize multiple tasks simultaneously.
15. Digital marketing
Included in 8.25% of marketing job postings
Many companies have turned to digital marketing, so marketers may need to be able to work with digital ads, social media and more. Add this skill to your job description if your company is transitioning from traditional marketing methods to digital. Use phrases like “digital marketing skills” or “ability to create banner advertisements” to attract interest.
To assess this skill, ask each candidate to see a portfolio of past projects. Alternatively, you can administer a pre-employment assessment.
16. Editing
Included in 7.74% of marketing job postings
Some marketing professionals have to edit digital or web content and other marketing materials, making editing a critical skill. Mention this skill in your job descriptions if you’re hiring for a role involving any type of editing or proofreading. You can use phrases like “copy-editing and proofreading skills” or “ability to edit materials according to company style guide.”
If you need to assess a candidate’s editing skills, consider administering an editing test as part of your interview process.
17. Sales
Included in 6.74% of marketing job postings
It’s common for marketing professionals to divide their responsibilities between sales and marketing tasks. You should include sales skills in your job description if you’re hiring for inside sales representatives or outside sales representatives and include phrases like “ability to close sales” or “strong sales skills.”
To assess a candidate’s sales skills, consider adding role-playing scenarios to your interview process.
18. English
Included in 6.45% of marketing job postings
Marketers must be able to communicate with colleagues and audience members in a shared language. Consider adding this skill to your job description if you need someone with a specific level of proficiency in the English language. Use a phrase like “fluent in English” to communicate your needs to potential applicants.
You can assess this skill by administering skills tests.
19. Leadership
Included in 6.20% of marketing job postings
Marketing teams need strong leaders to motivate them and inspire them to succeed. Include leadership skills in your job description if you’re hiring for a shift leader or management role. Narrow down your list of applicants by using phrases like “strong leadership skills” or “ability to inspire team members to reach their goals.”
If you want to assess a candidate’s leadership skills, ask open-ended questions about their previous experiences in leadership roles or supervising others.
20. Adobe Creative Suite
Included in 5.83% of marketing job postings
Adobe Creative Suite is extremely versatile, making it one of the top marketing skills. Marketers, especially graphic designers, use the software to create marketing materials and perform other critical tasks. If you decide to include this skill in your job description, use phrases like “Adobe Creative Suite experience” or “ability to use Adobe Creative Suite for image editing.”
One of the easiest ways to assess this skill is to ask candidates to show samples of their previous work.
21. Adobe Photoshop
Included in 5.81% of marketing job postings
Marketers often use Photoshop to edit or retouch photos for brochures, advertisements and other materials. Include this skill in your job description if you need an employee who understands how to use Photoshop to achieve campaign goals. Phrases like “Photoshop skills” or “image editing skills” can help you find the right hire.
If you’re concerned about a candidate’s Photoshop skills, administer a pre-employment assessment or ask to see examples of past work.
22. Computer skills
Included in 5.55% of marketing job postings
Marketers use computers for everything from checking email to creating marketing materials. Because “computer skills” is a somewhat generic term, be specific in your job description. Use phrases like “ability to use office software to create documents” or “typing speed of 60 WPM.”
Consider including various skills tests as part of your company’s hiring process to assess a candidate’s ability to use computers effectively.
23. Google Analytics
Included in 4.74% of marketing job postings
Google Analytics provides valuable insight into how much traffic your company’s website is receiving and a user’s journey through your webpages, making it an important tool for marketers. Include this skill in your job description if you need to hire someone who has experience using analytics to make decisions. Attract a quality hire with phrases like “Google Analytics skills” or “experience creating reports using Google Analytics data.”
If you want to assess a candidate’s abilities, ask questions about their analytical abilities and how they present their findings or provide them with sample data with which they can create a report.
24. SEO
Included in 4.57% of marketing job postings
Many marketers deal with search engine optimization (SEO) in some way. For example, a copywriter may have to research and include specific keywords on a webpage. If you expect your new hire to have some proficiency in standard techniques, be sure to describe what sort of SEO experience and capabilities are needed for the role in your job description.
Phrases like “SEO skills” and “ability to optimize websites” can help you find the right candidate. To assess their skills, ask open-ended questions about their approach to SEO.
25. Microsoft Outlook
Included in 4.24% of marketing job postings
Microsoft Outlook is one of the most common programs for email and calendar management. If your organization uses Microsoft Outlook to schedule meetings, send emails or perform other clerical tasks, you can use phrases like “Outlook proficiency” or “ability to use Microsoft Outlook to schedule meetings” to attract quality candidates.
To assess a candidate’s Microsoft Outlook skills, consider administering a skills test during the hiring process.
Other top marketing skills in-demand
Here are an additional 25 marketing skills that are common in marketing job postings on Indeed:
26. Analytics: Included in 4.2% of marketing job postings
27. Copywriting: Included in 4.07% of marketing job postings
28. WordPress: Included in 3.95% of marketing job postings
29. Adobe InDesign: Included in 3.84% of marketing job postings
30. HTML5: Included in 3.77% of marketing job postings
31. Adobe Illustrator: Included in 3.53% of marketing job postings
32. Property management: Included in 3.42% of marketing job postings
33. Supervising experience: Included in 3.14% of marketing job postings
34. E-commerce: Included in 2.95% of marketing job postings
35. Graphic design: Included in 2.92% of marketing job postings
36. Social media marketing: Included in 2.88% of marketing job postings
37. Product management: Included in 2.80% of marketing job postings
38. Canva: Included in 2.73% of marketing job postings
39. Spanish: Included in 2.57% of marketing job postings
40. Research: Included in 2.57% of marketing job postings
41. Marketing automation: Included in 2.56% of marketing job postings
42. Google Ads: Included in 2.55% of marketing job postings
43. B2B: Included in 2.54% of marketing job postings
44. B2B marketing: Included in 2.52% of marketing job postings
45. Fair Housing regulations: Included in 2.50% of marketing job postings
46. Bilingual: Included in 2.35% of marketing job postings
47. Public relations: Included in 2.32% of marketing job postings
48. Salesforce: Included in 2.32% of marketing job postings
49. Yardi: Included in 2.22% of marketing job postings
50. Budgeting: Included in 2.07% of marketing job postings
¹Indeed data (US), January 2023 – Dec 2023
