Over a quarter (26%) of marketers in the tech industry are planning to leave their job within in the next year, despite 65% saying they're happy in their job, according to new research.

Spicework's Tech Marketer Career Outlook report found that Millennials were the most likely generation to be unhappy in their job and to search for a new employer in the year.

Sanjay Castelino, vice president of marketing and revenue operations at Spiceworks, said: “Most tech marketers are happy in their jobs, but they’re also optimistic about the current job market and the opportunity to advance their skillset in a new position.

“Less than half of marketers are advanced in the core skillsets that are important today, such as content marketing, digital media, and data analysis, so it’s logical many are looking to find new opportunities that can equip them with the skills they need to excel in the future.”

Job satisfaction: Millennial marketers are the least happy in their jobs

The results show 65% of B2B marketers are happy in their current job and among those, 35% are very to extremely happy. However, the generational data shows Millennial marketers are less happy in the workplace. Twenty-nine per cent of Millennial marketers reported being very to extremely happy in their current job compared to nearly 40% of Gen X and baby boomer marketers.

Millennial marketers have also been with their current employers for a shorter amount of time. A majority of millennials (56%) have been at their current jobs for less than three years while only one-third of Gen X and baby boomer marketers have been with their employers for less than three years. In fact, many Gen X (39%) and baby boomer (34%) marketers have been with their current employers for five or more years compared to only 14% of millennials.

Career changes: Baby boomers are less likely to job hop than younger generations

Twenty-six per cent of marketers plan to begin searching for a new job in the next 12 months, but when examining the results by generations, it’s evident baby boomers are less likely to leave their current place of work than younger generations. Twenty per cent of baby boomers plan to look for a new job compared to 25% of Gen X and 29% of Millennial marketers.

Millennial marketers are more likely to search for a new job, but they’re also more optimistic about the current job market. Fifty-seven per cent of Millennial marketers believe the job market is favourable for B2B marketers seeking employment compared to 47% of Gen X and 46% of baby boomer marketers.

Among marketers looking to switch jobs, 66 percent plan to leave in order to advance their marketing skills while 58% plan to find a better salary. When comparing the results by generations, the findings indicate Millennial marketers are more concerned with finding a better salary, a better job title, and better employee perks. Millennial marketers are also more likely to leave their jobs due to burnout. Conversely, Gen X marketers are more concerned with securing a bigger marketing budget while baby boomers are more likely to seek better benefits.

Critical skills: Most marketers are not advanced in digital media or content marketing

When examining which skills are the most critical for success, the results show 82% of marketers believe soft skills, such as communication and people management, are very to extremely important. Eighty per cent of marketers also believe writing skills are highly important, followed by content marketing (78%), digital media (77%), data analysis (77%), and email marketing (65%).

While most marketers said they’re advanced in the two most important skills (soft skills and writing), less than half of marketers said they’re advanced in content marketing (46%), which is considered the third most important skill. Additionally, only 38 percent of marketers are advanced in digital media and only 41% are advanced in data analysis, the fourth and fifth most important skills, respectively.

When comparing the results by generations, the findings indicate Millennials are less advanced in their writing and soft skills, but more advanced in their social media capabilities. Gen X marketers are more advanced in data analysis and search engine optimisation, while baby boomers are more advanced in influencer marketing.

 

By Jonathan Davies, editor, Digital Marketing Magazine 


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