Digital is an industry full of exciting professions and whose boundaries are not compartmentalized. Many opportunities are offered to those who intend to move into this field or who undertake a redevelopment project, whether in marketing, technology or digital creation. For this it is necessary to already build a solid culture of the web, carrying out a permanent surveillance on the digital, but also in the chosen discipline.
In order to know which skills to acquire to make a difference in front of a recruiter, you need to take into account both difficult skillswhich can be specific to a profession, as well as the transversal skillsthat correspond to the human qualities that allow you to carry out your missions in the digital world.
Difficult skills to work in marketing, technology and digital creation
The difficult skills correspond to the technical skills, or to the different types of know-how acquired through initial, continuing or professional training. They allow recruiters to quickly identify the knowledge available to a candidate with respect to the profile sought, as well as the tools (technical, creative or web marketing) that he masters to complete the missions entrusted to him.
They can take the form of a diploma, certification or even a validation of the experience gained (VAE). These skills should be mentioned in your CV and you can highlight them to your future employer during a job interview, complemented by the results you have achieved to strengthen your application. You will also have the opportunity to deepen or acquire new technical skills during your professional experience.
If some difficult skillssuch as learning a foreign language or project management, for example, are transversal to many professions, other skills ” hard »May vary, to respond to the specificities of the profession exercised.
The skills needed to work in marketing
A knowledge base on the fundamentals of digital marketing is generally required of those looking to enter this flagship digital industry. Among others difficult skills necessary to evolve in this branch, we can also note:
- Free (SEO) and paid (SEA) referencing techniques,
- Mastery of social networks in the context of professional use,
- Impeccable spelling and grammar for writing web content,
- Concepts in CMS (Content management system), like WordPress or Drupal, and in HTML to know how to manage a website,
- The use of tools such as the Adobe suite (Photoshop, Illustrator, InDesign, etc.) for the production of visual, audio and video content formats,
- KPI analysis (key performance indicator) using web analysis tools,
- Knowledge of customer relationship management, loyalty solutions (emailing, newsletter, etc.), growth hacking and e-commerce.
The hard skills that should evolve in technology
Do you want to pursue a career in one of the many disciplines of technology? You have the opportunity to become a web developer (back-end, front-end, full stack), mobile developer, application designer, systems and network engineer, data scientist, data analyst, cyber security expert, digital project manager , product owner, DevOps engineer … Advanced skills are provided for each of these positions. Here is a (non-exhaustive) anthology of the hard skills essential to work in the technological professions:
- Master the specific computer software for your business sector,
- Being able to create and administer a website, a network, an information system or even a database,
- Analyze and exploit data, or create algorithms,
- Design solutions (products and services) to meet the needs of future users,
- Writing skills to produce technical documentation.
The hard skills required for a career in the creative professions
From art direction to UX / UI design, passing through specializations such as motion design, the digital creation sector embraces many professions, all of which require specific skills. Like digital marketing professionals, you will need to know the fundamentals of design, understand the technical constraints imposed by the web, and carry out constant monitoring to adapt to changes and uses of the web.
other difficult skills are expected by recruiters, especially if you choose to focus on UI-related professions (User interface) or UX (The user experience):
- for UI jobs : knowing how to create pleasant and intuitive interfaces using the software to be mastered (the Adobe suite, Figma, Sketch, etc.), but also knowing how to design and decline a graphic card,
- for UX professions : be able to understand the needs of users, from personas, surveys and interviews; identify points of friction in order to improve the user experience through user testing, AB testing or analytics data.
Transversal skills for a career in digital professions
Complementary to difficult skillsThey transversal skills represent the human qualities demonstrated by digital professionals as they implement their technical skills within their missions. If for some transversal skills they are at least as important as difficult skillsfor others, they tend to become even more important, especially when companies have to choose between two candidate profiles with “skills”. hard equivalent for the same position.
Curiosity, creativity, versatility and listening skills
To name just the most common, the essential behavioral skills to be valued when applying for digital professions are curiosity, creativity, open-mindedness, organization or rigor. other transversal skills, such as versatility and adaptability, will allow you to perform multiple tasks at the same time. The ability to work in a team is also required for many web professions, in particular thanks to the emergence of tools and platforms that promote collaborative work.
Listening, interpersonal skills, empathy and the ability to be a good communicator will be especially appreciated by your employer and colleagues if you are in a profession that requires constant exchanges with other product or business teams. If your job requires customer contact, other human qualities are also recommended, such as a sense of service, persuasion, and negotiation.
For those aiming for positions of responsibility, team management represents another soft ability essential not to be overlooked, especially if you are destined, for example, to the position of digital marketing manager or chief technical officer (CTO).
The main soft skills to master by 2025
According to The Future of Jobs Report 2020 by World Economic Forumamong the main human qualities expected in the world of work by 2025, we find:
- Analytical thinking and innovation skills,
- Solving complex problems,
- critical thinking and analysis,
- Creativity, originality and initiative,
- Resilience, stress tolerance and flexibility,
- Active learning throughout your career,
- Leadership and social influence.
Bonus: don’t neglect your personal branding
To be recognized and identified by recruiters for your technical and behavioral skills, these must be known to everyone. To do this, you need to update your social and professional network profiles to improve them. It is also advisable to animate a blog to share your skills, participate in events in your sector and share your point of view and analysis with your online community to stand out from the competition. This is called the personal brand, namely your ability to curate your brand image as a future digital professional. Don’t hesitate to collect your productions (publishing, creative content, etc.) in a book to present to recruiters. The goal: to show them and convince them that they have learned everything hard And transversal skills requirements of the position for which you are applying.