LinkedIn: Marketing job opportunities see a spike driven by digital and tech

The marketing industry is experiencing a significant upswing in job opportunities as we move through 2024 and into 2025. This growth is driven by the increasing demand for digital marketing expertise, the rise of new technologies, and the need for businesses to stay competitive in a rapidly changing market. 

According to the "LinkedIn fall marketing jobs outlook" study, marketing job postings on LinkedIn have increased by 76% in 2024, with business-to-business (B2B) industries such as tech and financial services seeing gradual recovery after 2023 layoffs. 

Additionally, there is evidently a high job satisfaction rate in the marketing industry, with 67% of chief marketing officers reporting that they are "completely satisfied" with their jobs. Around 91% of marketers are also satisfied with their current jobs, even though 55% said they would leave if the right opportunity arose. 

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However, 72% of marketers feel overwhelmed by the rapid evolutions of their roles, while 53% worry about being left behind due to the speed of technological advancements like artificial intelligence (AI). 

LinkedIn also noted that 2024's skill of the year was collaborative problem-solving, with a 138% growth from 2021 to 2023. In addition, the top three hard skills for marketers last year included creative execution, AI and marketing technology.

As the landscape continues to evolve at a rapid pace, marketing professionals are advised stay ahead of the curve to remain competitive. In light of the recent statistics, LinkedIn suggested tips for marketers to utilise for success: 

1. Stay agile and embrace change
From shifts in consumer behavior to advancements in technology, LinkedIn said marketers must be agile and adaptable to succeed by having a growth mindset and being open to learning new skills and taking on new challenges.

2. Develop a diverse skill set
While AI and technology are transforming the industry, LinkedIn noted that it is crucial not to neglect the essential human skills that cannot be replicated by machines. Hence, professionals are advised to continually invest in their skill sets, with a focus on developing a diverse range of abilities by honing creative execution capabilities while also building emotional intelligence and collaborative problem-solving skills.

3. Prioritise Upskilling
As AI continues to play a more prominent role in marketing, LinkedIn said professionals must stay ahead of the curve by learning new technology and tools.

"Investing in upskilling will not only make you more valuable as an employee but also future proof your career," LinkedIn said.

4. Foster collaborative work environments
Highlighting that, collaborative problem-solving is a critical skill for modern marketers, LinkedIn said employers must create environments that encourage teamwork and collaboration to foster innovation and success by breaking down silos between departments and promoting cross-functional teamwork.

LinkedIn added, "By leveraging the strengths of different team members, businesses can drive creative solutions and stay ahead in a highly competitive market."

Despite the evident need in reskilling to stay relevant, Singaporeans might not be keeping pace with the global push towards gen AI adoption. In spite of gen AI's widespread potential to revolutionise industries, only 53% of Singaporean talent are willing to reskill to stay relevant. This is significantly lower than the average of 63% across Southeast Asia (SEA). 

Overall, 41% of Singaporean talent would only consider reskilling if necessary, compared to their counterparts in SEA (32%). This reluctance to embrace reskilling comes at a time when the use of gen AI in both professional and personal context is on the rise, according to a report by Boston Consulting Group, The Network and The Stepstone Group. 

The report revealed that while 60% of Singaporean talent have tried gen AI in their work of personal life, only 43% use it monthly. Meanwhile, 40% of Singaporean talent still remail unfamiliar with gen AI's capabilities. 

With the rise in AI, nearly 73% of Malaysians fear that the technology will lead to significant job losses. This surpasses the global average of 65%, according to a recent Ipsos predictions 2025 survey. The survey surveyed 23,271 people across 33 countries, including Malaysia, Singapore, Indonesia, the Philippines, Thailand and more. 

The survey revealed that Malaysia is among the nations most concerned about job displacement due to AI, with Thailand and Singapore following behind at 66% and 59% respectively. Indonesia and Philippines show even greater anxiety with 85% and 81% of the population believing that AI will lead to job loss. Despite these fears, the survey revealed that optimism about the potential for AI to create new jobs remain strong.

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