Preparing Students for Skills-Based Recruitment: Strategies and Tips

Graduates are facing a tough employment landscape today. Gone are the days when holding a degree guaranteed you a smooth entry into the workforce. Now, employers are looking for candidates with a broader skillset. 

Artificial Intelligence (AI) has become a pivotal skill across various industries, but it’s not the only expertise employers expect from marketing graduates. 

What businesses really prize are professional skills and real-world experience. They seek individuals who bring immediate value to their roles, beyond just academic credentials.

However, sourcing the right talent proves challenging for many employers. With low unemployment rates worldwide but an aging workforce, numerous positions are left vacant, contributing to a growing skills gap. 

A staggering 75% of companies find it difficult to fill positions across sectors, with IT and data skills being particularly scarce, a trend highlighted by Manpower Group.  

So, what strategies can educators employ to enhance their students’ employability and supply the job market with candidates who are ready to excel in marketing careers?

This article will explore:

• The emergence of skills-focused recruitment
• Employer expectations from graduates: A Recruiter’s View
• Employer expectations from graduates: A CMO’s View
• Strategies to empower your graduates

The emergence of skills-focused recruitment

The rapid evolution of technology necessitates a continuous update of skills, especially in marketing departments that must adapt to innovations like AI, marketing automation, and advanced analytics. However, technological prowess alone does not suffice.

Employers are looking for candidates who not only possess technical knowledge but also excel in teamwork, analytical thinking, and critical problem-solving.

This shift has prompted a rise in skills-focused recruitment, where the emphasis extends beyond academic achievements to include hands-on experience and potential.

In the U.S., the concept of ‘STARs’ – individuals skilled through alternate routes and lacking formal degrees – highlights the value ofskills gained outside traditional educational pathways, as outlined in a recent BCG publication.

Let’s delve into what employers are looking for from marketing graduates, from both recruiters and CMOs perspectives.

Employer expectations from graduates: A Recruiter’s View

Skills requirements for job roles have shifted significantly, with an expected 65% change by 2030, as per LinkedIn. This transformation means traditional professions will evolve, and new skills will emerge.

Consequently, recruiters are adjusting their evaluation metrics to include individuals with essential, practical skills. Leading corporations like Walmart, Apple, Google, and General Motors have even revised their hiring criteria to favor skill over degree.

“ 73% of recruiting professionals prioritize skill-based hiring”

LinkedIn’s ‘The 2024 Future of Recruiting’ report

So, which skills are recruiters seeking in new graduates?

An analysis by CashNet USA identified ten soft skills in high demand within the most lucrative job listings in the U.S.

Graduate programs are also broadening their selection criteria to prioritize potential and transferable skills over strictly academic achievements, as noted in the Talent Acquisition Trends Report 2024.

Alternatives like bootcamps, apprenticeships, and certification programs are gaining traction as viable paths to acquiring desired skills, alongside modules designed to prepare students for professional settings.

Employer expectations from graduates: A CMO’s Perspective

Marketing’s role within companies has become increasingly crucial, with the discipline driving brand recognition, lead generation, and revenue growth. Consequently, attracting skilled marketers poses a significant challenge.

A study by Robert Half indicated a surge in demand for positions like Marketing Manager, Director, and Coordinator, signifying the strategic value of marketing to business success.

Our survey of CMOs and HR experts highlighted AI strategy, data analytics, digital social sales, and general digital marketing as the foremost skill gaps within their teams.

An American Marketing Association survey corroborated these findings, indicating a notable gap in digital marketing, data analysis, and social media management skills among new marketing graduates.

The challenge for marketing leaders is to source talent capable of navigating the competitive online sphere.  

Many allocate the responsibility for developing these crucial skills to higher education institutions, advocating for a curriculum that encourages creativity, knowledge creation, and personal and professional development, as discussed in the Heliyon journal.

As an educator, how can you prepare your students for the dynamic professional world?

Skills-based education: Empowering your graduates

Ensuring marketing graduates are well-versed in AI, data analytics, and digital marketing is critical, but so is honing skills like teamwork, analytical reasoning, and problem-solving.

Here are five strategies to ensure your marketing graduates stand out:

1) Integrating work and learning

Combining academic theory with practical work experiences, such as internships, digital marketing simulations, and competitions, enriches students’ skills and employability.

Engaging students in real marketing projects, familiarizing them with CRM systems, and using creative tools like Canva can also be beneficial.

2) Embracing digital tools

Familiarity with digital analytics platforms and social media is essential for students. Encourage the creation of compelling LinkedIn profiles and active engagement with industry trends and communities online.

3) Providing certification opportunities

To bridge the market skills gap, offering industry-recognized certifications within or alongside degree programs can equip students with the essential skills demanded by employers.

This approach reflects a commitment to aligning academic offerings with industry needs, benefiting students, employers, and educational institutions alike.

“Incorporating an industry certification into our curriculum underlines our dedication to merging academic excellence with practical relevance,” remarks Stephen Marshall from East Tennessee State University. “When academia and industry collaborate, we create empowering learning experiences.”

4) Developing soft skills

As Gen Z becomes a larger portion of the workforce, the need for digital marketing skills combined with strong soft skills is more crucial than ever. Training in both areas prepares students for success in the recruiting process and beyond.

5) Keeping your curriculum current and industry-aligned

Ensuring your curriculum remains relevant and reflects the latest industry trends and needs is vital for preparing students for the workforce.

Staying informed about advancements in your field and incorporating industry feedback into your curriculum development process is essential for maintaining program relevance and effectiveness.

Enhance your curriculum with digital marketing and AI courses

In today’s competitive job landscape, providing students with opportunities to learn essential skills is key to boosting their employability. Partner with us to include industry-recognized digital marketing and AI courses in your curriculum, making your graduates more attractive to employers. Connect with us to learn more about our partnership opportunities!