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3B - DMSC: Digital Marketing Skills Gaps Survey
22
Questions
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1
Name
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First Name
Last Name
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2
Email
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example@example.com
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3
Please indicate which Province or Territory your business is located in:
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Please Select
British Columbia
Alberta
Saskatchewan
Manitoba
Ontario
Quebec
Newfoundland and Labrador
New Brunswick
Prince Edward Island
Nova Scotia
Yukon
Northwest Territories
Nunavut
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Please Select
British Columbia
Alberta
Saskatchewan
Manitoba
Ontario
Quebec
Newfoundland and Labrador
New Brunswick
Prince Edward Island
Nova Scotia
Yukon
Northwest Territories
Nunavut
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4
What industry is your business in?
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Marketing
Accommodation or Food Services
Healthcare
Education
Technology
Construction
Retail Trade
Other
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5
What size is your company?
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Solopreneur
Micro (2-24 employees)
Small (25-99 employees)
Medium (100-499 employees)
Large (500+ employees)
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6
What is your current role/job title?
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7
What is your role in the hiring process? (Select all that apply)
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Recruitment of candidates
Hiring of candidates
Reviewing and screening of applications
Conducting Interviews
Other
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8
How do you currently find digital marketing candidates? (Select all that apply)
*
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LinkedIn
Indeed or related job listing website
Our Website
Referrals
Recruiter
Other
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9
How confident do you feel in understanding the skills and credentials required of a candidate to be qualified to fill a digital marketing role you're hiring for?
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Very confident
Confident
Somewhat confident
Not confident at all
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10
What are the most important technical skills that you look for on a resumé when hiring for digital marketing roles? (Select all that apply)
*
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Google Advertising Management
Social Media Paid Advertising Management (Facebook, Instagram, TikTok, LinkedIn, etc)
Search Engine Optimization (Improving website rankings on search engines, such as Google)
Social Media Management (posting schedules, content development, post analytics, etc)
Website Development
Graphic Design
Photography & Videography
Website Analytics
Copywriting
Digital accessibility knowledge
Utilization of AI tools (any)
Utilization of Adobe suite (Illustrator, Indesign, Photoshop, After Effects, etc)
Customer Relationship Management Software
Other
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11
What are the most important soft skills that you look for on a resumé when hiring for digital marketing roles? (Select all that apply)
*
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Time management
Effective verbal communication
Effective written communication
Problem solving
Critical thinking
Adaptability
Strategic Planning
Team Management
Cultural Competency
Working effectively with others
Other
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12
Do you ask candidates to complete exercises in their interview process for a digital marketing role?
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YES
NO
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13
If you answered yes to the previous question, please provide an example of an exercise you've used recently.
Huge
Large
Normal
Small
Ok
quote
Created with Sketch.
Ok
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14
What are key things you look for when promoting someone to the next level?
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15
What technical skill upgrades do you look for when considering a current digital marketing employee for a promotion? (Select all that apply)
*
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Google Advertising Management
Social Media Paid Advertising Management (Facebook, Instagram, TikTok, LinkedIn, etc)
Search Engine Optimization (Improving website rankings on search engines, such as Google)
Social Media Management (posting schedules, content development, post analytics, etc)
Website Development
Graphic Design
Photography & Videography
Website Analytics
Copywriting
Digital accessibility knowledge
Utilization of AI tools (any)
Utilization of Adobe suite (Illustrator, Indesign, Photoshop, After Effects, etc)
Customer Relationship Management Software
Other
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16
What soft skills do you look for when considering a current digital marketing employee for a promotion? (Select all that apply)
*
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Time management
Effective verbal communication
Effective written communication
Problem solving
Critical thinking
Adaptability
Strategic Planning
Team Management
Cultural Competency
Working effectively with others
Other
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17
Which of these industry certifications are familiar to you? (Select all that apply)
*
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Google Search Ads
Google Display Ads
Google Ads Measurement
Microsoft Advertising Certification
Google Analytics Certification
Meta Blueprint Digital Marketing Associate 100-101
Hootsuite Social Media Marketing Certification
SEMrush Contet Marketing and SEO Fundamentals
Mailchimp Academy Email Marketing Certifications
Digital Accessibility Certification (various programs)
Google Career Certificates
HubSpot, Salesforce or other CRM Certifications
Other
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18
Based on the list provided in the previous question, are there alternative digital marketing certifications you recognize in the hiring process?
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19
Is your company currently hiring for digital marketing roles?
*
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Yes
No
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20
What role(s) are you hiring for? (Select all that apply)
Google Advertising Management
Social Media Paid Advertising Management (Facebook, Instagram, TikTok, LinkedIn, etc)
Search Engine Optimization (Improving website rankings on search engines, such as Google)
Social Media Management (posting schedules, content development, post analytics, etc)
Website Development
Graphic Design
Photography + Videography
Website Analytics
Copywriting
Digital accessibility knowledge
Utilization of AI tools (any)
Utilization of Adobe suite (Illustrator, Indesign, Photoshop, After Effects, etc)
Customer Relationship Management Software
Other
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21
If you answered yes to "is your company currently hiring for digital marketing roles?"
, how would you rate the ease of finding and hiring qualified candidates for these positions?
Extremely difficult, we cannot find qualified candidates.
We find a very small number of qualified candidates and it takes a significant amount of time.
We find a moderate number of qualified candidates but it can take longer than expected.
We find a good number of qualified candidates in a reasonable amount of time.
We find an overwhelming number of qualified candidates in a very short period of time.
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22
What education or training level do you consider for a candidate to be qualified for a digital marketing role? (Select all that apply)
*
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Bachelor's degree. (i.e. Marketing, Communications, General Business)
Diploma - 2 year program. (i.e. Marketing, Communications, General Business, Public Relations)
Industry certificate(s). (i.e. Hootsuite Social Marketing, SEMRush SEO, Facebook Blueprint, Google Ads)
A Micro-credential in marketing provided by a Post Secondary Institution
A certificate from a corporate or private training provider (ie. Jelly Academy, CMA's Chartered Marketer, Growclass, Digital Marketing Institute, Brainstation)
Other
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23
Do you find it difficult to hire qualified digital marketers?
*
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Yes
Somewhat
No
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24
What challenges are you facing that make it difficult for you to hire qualified digital marketers? (Select all that apply)
*
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We are not aware of what skills and credentials to look for on a candidate's resumé
We're aware of what skills and credentials to look for on a candidate's resumé, but there are not enough qualified candidates available
We don't have enough qualified employees on our team to train and onboard new digital marketing hires
We don't know where to advertise job postings that will reach qualified candidates
We are lacking in terms of our intercultural competency to consider a larger pool of candidates
We cannot find local, qualified candidates that can work in our office
Other
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25
What technical skill do you find is most commonly NOTED on digital marketing candidates' resumés? (Select all that apply)
*
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Google Advertising Management
Social Media Paid Advertising Management (Facebook, Instagram, TikTok, LinkedIn, etc)
Search Engine Optimization (Improving website rankings on search engines, such as Google)
Social Media Management (posting schedules, content development, post analytics, etc)
Website Development
Graphic Design
Photography & Videography
Website Analytics
Copywriting
Digital accessibility knowledge
Utilization of AI tools (any)
Utilization of Adobe suite (Illustrator, Indesign, Photoshop, After Effects, etc)
Customer Relationship Management Software
Other
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26
What factors make it easier for you to hire qualified digital marketers? (Select all that apply)
*
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We are well aware of what skills and credentials to look for on a candidate's resumé
There is a large talent pool of digital marketers in Canada
We have a team of qualified digital marketing employees on our team that can train and onboard new digital marketing hires
We are advertising job openings on platforms that help us reach qualified candidates
We utilize recruiters who know what skills and credentials candidates need
Other
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27
What technical skill do you find is most commonly MISSING on digital marketing candidates' resumés? (Select all that apply)
*
This field is required.
Google Advertising Management
Search Engine Optimization (Improving website rankings on search engines, such as Google)
Social Media Management (posting schedules, content development, post analytics, etc)
Website Development
Graphic Design
Photography & Videography
Website Analytics
Copywriting
Digital accessibility knowledge
Utilization of AI tools (any)
Utilization of Adobe suite (Illustrator, Indesign, Photoshop, After Effects, etc)
Customer Relationship Management Software
Other
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