Report: HK lacks digital marketing talent with technical and creative skills

Organisations in Hong Kong are constantly seeking digital marketing talent with both technical and creative skills, setting a higher salary range for qualified professionals, according to specialist recruitment company Hays’ latest report.

Titled “Top 10 talent trends for 2025”, the report explores the key trends redefining Hong Kong’s workforce landscape. It highlights how businesses are responding to digital disruption, shifting consumer behaviours and geopolitical changes, while also identifying opportunities for professionals in the coming year.

Marketing is a sector that clearly reflects digital transformation, as organisations continuously seek talent that can combine technical and creative skills to enhance their marketing strategies.

Marketers today are expected to be able to derive insights from increasingly vast sources of data to help inform their next steps toward enhancing customer engagement and driving sales growth, according to the report. Professionals with expertise in digital marketing, eCommerce strategies and data analytics remain in short supply, which is pushing salaries upwards for qualified professionals compared to those still in traditional marketing roles. 

The report recommends that professionals looking to increase their remuneration should upskill themselves to remain relevant in the digital marketing landscape.

With a wide array of digitalisation across all aspects of Hong Kong’s industry, there is a fear that organisations are increasingly vulnerable to cyber security threats. The report has cited the Hong Kong Office of the Privacy Commissioner for Personal Data’s (PCPD) data that 272 complaints relating to security of personal data were received in 2023. 

To protect against potential breaches and avoid significant non-compliance fines, industries throughout the region – particularly healthcare, education, technology, and logistics – are investing heavily in robust cybersecurity frameworks, creating a growing demand for talent skilled in cloud security, network protection, and incident response, according to the report.

To attract talent, companies are offering competitive salaries, flexible working options, and professional development programmes, while focusing on in-house training for employees in AI-driven threat detection and ethical hacking. 

On the other hand, renewed interest in tourism will boost travel sector hiring, according to the report. There are signs that this is slated to change in the coming year, with the government budgeting over HK$1 billion to support tourism development and organise events. 

Visiting Hong Kong has already gotten easier for neighbouring Shenzhen, with a new class of permits allowing for unlimited visits in a year. The report expects more job opportunities for prospective candidates with online travel agencies, hospitality groups and meetings, incentives, conferences, and exhibitions (MICE) organisers, as companies expand their operations to accommodate increased activity. 

However, prudent consumer spending will affect the luxury retail market, according to the report. The retail sector is highly reflective of consumer habits today, and consumers have proven to be more prudent with their spending during challenging times. The report has cited PwC's report that Hong Kong saw its luxury sales decline up to 16% in the first eight months of 2024, a pattern mirrored by the neighbouring mainland China market. This has affected hiring in this sector, with luxury brands likely to scale back on recruitment needs until the market stabilises. 

Professionals looking to develop their sales careers in new industries will find more leverage in the fast-moving consumer goods (FMCG) sector, where the report sees a steady demand for skilled sales talent to meet ongoing expansion.

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Sue Wei, managing director, Hays Greater China, said: "Concurrently, there is a clear, sustained, industrywide digital transformation drive, though it is especially notable amongst marketing professionals. Today, marketers are increasingly expected to gather insights from vast data sources in order to drive sales growth. However, the talent pool for candidates experienced in digital marketing, eCommerce strategies and data analytics remains light, meaning that candidates who specialise in these areas should expect highly competitive salaries in 2025, while organisations wishing to catch up should focus on upskilling."

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