Table 1Transition record

advertising managertocommunication manager

A advertising manager already meets 47% of what the communication manager role asks for. The move turns on 15 required skills not yet in the profile.

From advertising manager

47%

Overlap1

To communication manager

24 Skills carried over

15 Required, not held

63.5 Difficulty2

Career overlap Partial match

47%

Learning distance Substantial retraining

63.5/ 100

Easy adjacentmoderatesubstantialcareer change Hard

1 Share of the communication manager role’s weighted skill requirement already met by the advertising manager profile. Required skills count in full, supplementary skills at 0.35. Directional: the figure for the reverse move differs. 2 Combines what is missing with how specialised it is, so a gap of general skills scores easier than the same number of narrow ones.

Why

Why this move works

A communication manager role treats 18 of its required skills as things a advertising manager already does. These are the ones it depends on most.

advise on communication strategies
advise on public image
analyse external factors of companies
communication principles
corporate social responsibility
develop communications strategies

What stands in the way is 15 required skills the profile does not yet cover. Table 3 groups them; Table 4 says which to take first.

Table 2

Table 2 · What you already bring

Of the 24 skills that carry over, these are the ones fewest other occupations ask for. A communication manager role needs them, and most people applying for one will not have them already. This is the part of a advertising manager background worth leading with.

Skill the target role also needs Area

already held forming of public opinion business, administration and law
already held give interviews to media communication, collaboration and creativity
already held organise press conferences management skills
already held develop public relations strategies management skills
already held reputation management business, administration and law
already held establish relationship with the media communication, collaboration and creativity

All 24 carried skills, including the 18 the communication manager role treats as required.

Table 3

Table 3 · What you would need to learn

The 37 missing skills fall into 9 areas of the ESCO skill hierarchy, numbered below in the order worth working in: the areas carrying the most required skills come first, and inside each one the required skills sit above the supplementary ones.

Skill to acquire Tier

01 communication, collaboration and creativity 5 required, 10 supplementary

required, not held apply diplomatic principles required
required, not held apply grammar and spelling rules required
required, not held build trust required
required, not held identify clients' needs required
required, not held proofread text required

optional, not held build business relationships optional
optional, not held build community relations optional
optional, not held build international relations optional
optional, not held carry out forum moderation optional
optional, not held develop professional network optional
optional, not held disseminate internal communications optional
optional, not held establish communication with foreign cultures optional
optional, not held implement marketing strategies optional
optional, not held manage visual communications optional
optional, not held speak different languages optional

02 information skills 2 required, 2 supplementary

required, not held analyse internal factors of companies required
required, not held compile content required

optional, not held study communications channels for different employers/contractors optional
optional, not held follow the news optional

03 working with computers 2 required, 2 supplementary

required, not held use intranet required
required, not held digital communication and collaboration required

optional, not held share through digital technologies optional
optional, not held use online tools to collaborate optional

04 arts and humanities 2 required, 1 supplementary

required, not held ethics of sharing work through social media required
required, not held grammar required

optional, not held writing style guides optional

05 business, administration and law 1 required, 3 supplementary

required, not held corporate sustainability required

optional, not held company policies optional
optional, not held public relations optional
optional, not held social media management optional

06 management skills 1 required, 1 supplementary

required, not held organise participation in local or international events required

optional, not held manage online communications optional

3 further areas in the appendix

Table 4

Table 4 · Where to start

The 3 entries a communication manager role is least likely to hire without. The ordering is computed from the skill data, not from what pays.

Each entry opens a course search for that skill. Career Overlap earns nothing from these links.

Appendix

Appendix · The rest of the record

All 24 skills that carry over

Skill Type

already held advise on communication strategies skill
already held advise on public image skill
already held analyse external factors of companies skill
already held communication principles knowledge
already held corporate social responsibility knowledge
already held develop communications strategies skill
already held develop public relations strategies skill
already held diplomatic principles knowledge
already held forming of public opinion knowledge
already held integrate strategic foundation in daily performance skill
already held market research knowledge
already held perform public relations skill
already held prepare presentation material skill
already held protect client interests skill
already held reputation management knowledge
already held rhetoric knowledge
already held strategic planning knowledge
already held use different communication channels skill
already held advise on public relations skill
already held conduct public presentations skill
already held draft press releases skill
already held establish relationship with the media skill
already held give interviews to media skill
already held organise press conferences skill

The 3 learning areas not shown above

Skill to acquire Tier

07 generic programmes and qualifications 1 required

required, not held business communication required

08 information and communication technologies (icts) 1 required

required, not held office software required

09 social sciences, journalism and information 3 supplementary

optional, not held media and information literacy optional
optional, not held government representation optional
optional, not held psychological concepts optional

22 supplementary skills, helpful but not required

Skill to acquire Tier

optional, not held study communications channels for different employers/contractors optional
optional, not held company policies optional
optional, not held follow the news optional
optional, not held manage online communications optional
optional, not held media and information literacy optional
optional, not held build business relationships optional
optional, not held build community relations optional
optional, not held build international relations optional
optional, not held carry out forum moderation optional
optional, not held develop professional network optional
optional, not held disseminate internal communications optional
optional, not held establish communication with foreign cultures optional
optional, not held government representation optional
optional, not held implement marketing strategies optional
optional, not held manage visual communications optional
optional, not held psychological concepts optional
optional, not held public relations optional
optional, not held share through digital technologies optional
optional, not held social media management optional
optional, not held speak different languages optional
optional, not held use online tools to collaborate optional
optional, not held writing style guides optional

31 held skills the communication manager role does not ask for

Skill Type

not needed by the target role advertising techniques knowledge
not needed by the target role approve advertising campaign skill
not needed by the target role business strategy concepts knowledge
not needed by the target role collaborate in the development of marketing strategies skill
not needed by the target role coordinate advertising campaigns skill
not needed by the target role coordinate marketing plan actions skill
not needed by the target role copyright legislation knowledge
not needed by the target role desktop publishing knowledge
not needed by the target role develop creative ideas skill
not needed by the target role develop inclusive communication material skill
not needed by the target role draw conclusions from market research results skill
not needed by the target role evaluate advertising campaign skill
not needed by the target role examine advertisement layout skill
not needed by the target role give live presentation skill
not needed by the target role graphic design knowledge
not needed by the target role identify customer's needs skill
not needed by the target role make price recommendations skill
not needed by the target role manage account department skill
not needed by the target role manage budgets skill
not needed by the target role manage contracts skill
not needed by the target role manage creative department skill
not needed by the target role manage media services department skill
not needed by the target role manage project metrics skill
not needed by the target role manage staff skill
not needed by the target role manage the handling of promotional materials skill
not needed by the target role perform project management skill
not needed by the target role pricing strategies knowledge
not needed by the target role provide cost benefit analysis reports skill
not needed by the target role receive actors' resumes skill
not needed by the target role recruit employees skill
not needed by the target role use analytics for commercial purposes skill

12 gaps that are knowledge rather than practice

Knowledge gaps usually close through study. Practical skill gaps usually need something you can point at.

Skill to acquire Tier

required, not held corporate sustainability required
required, not held ethics of sharing work through social media required
required, not held business communication required
required, not held grammar required
required, not held office software required
optional, not held company policies optional
optional, not held media and information literacy optional
optional, not held government representation optional
optional, not held psychological concepts optional
optional, not held public relations optional
optional, not held social media management optional
optional, not held writing style guides optional

Index

Other moves recorded from advertising manager

Full index of moves from advertising manager

Note

How this record was compiled

Both occupations are taken from ESCO, which lists the skills and knowledge each occupation is expected to have and marks every one required or optional. Nothing here is a prediction about hiring, and nothing here knows that a particular employer wants a particular certificate. Treat Table 3 as a starting point for your own research rather than a syllabus. The full method states what these figures can and cannot tell you.