The increasing proliferation of the internet alongside the global movement towards digital transformation and automation has undoubtedly disrupted even the most traditional marketing roles in Malaysia. As the industry continues to progress, business leaders are expected to significantly grow their teams and strategically position their hiring to remain ahead of competition from other regions. The demand for creative professionals and traditional marketers is expected to grow strategically, with ‘out of the box’ thinking being high on the priority list amongst employers in the sector

Slow hiring to pick up mid-year

These are some of the findings from The Inside Story of Malaysia, a monthly regional recruitment analysis undertaken by global recruitment expert Hays. Focusing on ‘Marketing & Digital’, the analysis found that the rapid evolution of digital marketing has created a “digital disconnect” where professionals are yet to reach the expected level of digital skillsets that employers deem necessary. This has led to a shortage of suitable talent, while a slowing global economy has resulted in a relatively job short market as companies cut back on new headcount. However, an uptick between April-July is expected, by which time new budgets would be released and as most new projects or campaigns would be underway. The beginning of the year already saw growing interest from the education, automotive and FMCG sectors.

Data skills in high demand

The top skills in demand fall within the areas of content creation, branding strategies and consumer data marketing. More companies are realising the importance of collecting data, and that their ability to drive market growth hinges on the depth of their ability to translate consumer insights and branding initiatives into effective action. This has driven up demand for candidates working in the areas of CRM, campaign analysis and marketing operations. The sector is also seeing an intensified demand for candidates with knowledge in content strategy, creative campaigns and search engine optimization. These skills will allow marketing professionals to leverage on digital channels and improve traffic, alongside a host of data-related activities that are gaining mounting importance.

Businesses ramp up candidate attraction strategies

Finding the right culture fit has become increasingly important for marketing candidates in Malaysia, prompting companies to ramp up their initiative to highlight company culture. This includes working with recruitment agencies to help deliver their brand image and message the right way. Interview processes are also becoming more flexible and open, which falls in line with a growing demand for creative thinking. Interview processes are now more like a first day at work where they run candidates through case studies and discussions which allows them to showcase their thought processes.

Tom Osborne, Managing Director of Hays Malaysia commented, “Digitalisation is undoubtedly transforming marketing roles, and there will soon be more areas where traditional marketing may no longer be relevant. While a human touch will always be needed in this sector, candidates without digital skills or competencies are strongly recommended to upskill in this increasingly mandatory area. Those with data related skills in particular can benefit from the ongoing talent shortage and competitive market conditions.”

To read the full Inside Story of Marketing & Digital in Malaysia, please click here

Last updated on January 14th, 2020