Digital marketing manager to employer branding manager
A digital marketing manager already meets 53% of what the employer branding manager role asks for. The move turns on 5 required skills not yet in the profile.
43.5/ 100
1 How much of what an employer branding manager is expected to do is already part of a digital marketing manager’s work. Directional: the figure for the reverse move differs, because moving into a speciality is not the same problem as moving out of one. 2 Every skill the employer branding manager role is recorded as needing, required and optional together. What these numbers mean.
Why this move works
An employer branding manager role treats 8 of its required skills as things a digital marketing manager already does. You would walk in with these on day one.
- apply social media marketing
- brand marketing techniques
- digital marketing techniques
- plan digital marketing
- plan social media marketing campaigns
- set brand positioning
What stands in the way is 5 required skills the profile does not yet cover. Table 3 groups them; Table 4 says which to take first.
Table 2 · What you already bring
Of the 9 skills that carry over, these are the ones fewest other occupations ask for. An employer branding manager role needs them, and most people applying for one will not have them already. This is the part of a digital marketing manager background worth leading with.
- already held set brand positioning communication, collaboration and creativity
- already held plan social media marketing campaigns management skills
- already held plan digital marketing management skills
- already held social media management business, administration and law
- already held digital marketing techniques business, administration and law
- already held brand marketing techniques business, administration and law
All 9 carried skills, including the 8 the employer branding manager role treats as required.
Table 3 · What you may need to learn
The 12 missing skills fall into 3 areas of the ESCO skill hierarchy, numbered in the order worth working in. Areas carrying the most required skills come first, and inside each one the required skills sit above the optional ones. Nothing here is a verdict on you: it is a list of what this particular job asks for that your current one does not.
- still to learn define brand identity required
- still to learn develop media strategy required
- still to learn plan marketing strategy required
- optional, not held lead the brand strategic planning process optional
- optional, not held manage brand assets optional
- still to learn promote company required
- optional, not held advise on public relations optional
- optional, not held collaborate in the development of marketing strategies optional
- optional, not held manage development of promotional material optional
- optional, not held promote organisational communication optional
- still to learn marketing department processes required
- optional, not held network marketing optional
Table 4 · Where to start
The 3 entries an employer branding manager role is least likely to hire without. The ordering is computed from the skill data, not from what pays.
- 01 marketing department processes study this
- 02 define brand identity practise this
- 03 develop media strategy practise this
Each entry opens a course search for that skill. Career Overlap earns nothing from these links.
Appendix · The rest of the record
All 9 skills that carry over
- already held apply social media marketing skill
- already held brand marketing techniques knowledge
- already held digital marketing techniques knowledge
- already held plan digital marketing skill
- already held plan social media marketing campaigns skill
- already held set brand positioning skill
- already held social media management knowledge
- already held social media marketing techniques knowledge
- already held content marketing strategy knowledge
7 supplementary skills, helpful but not required
- optional, not held network marketing optional
- optional, not held advise on public relations optional
- optional, not held collaborate in the development of marketing strategies optional
- optional, not held lead the brand strategic planning process optional
- optional, not held manage brand assets optional
- optional, not held manage development of promotional material optional
- optional, not held promote organisational communication optional
40 held skills the employer branding manager role does not ask for
- not needed by the target role advertising techniques knowledge
- not needed by the target role analyse consumer buying trends skill
- not needed by the target role apply customer engagement strategy skill
- not needed by the target role carry out event management skill
- not needed by the target role company policies knowledge
- not needed by the target role conduct online competitive analysis skill
- not needed by the target role conduct search engine optimisation skill
- not needed by the target role creatively use digital technologies skill
- not needed by the target role data protection knowledge
- not needed by the target role design brand's online communication plan skill
- not needed by the target role develop digital content skill
- not needed by the target role digital communication and collaboration skill
- not needed by the target role digital media knowledge
- not needed by the target role e-commerce systems knowledge
- not needed by the target role ethics of sharing work through social media knowledge
- not needed by the target role execute email marketing skill
- not needed by the target role execute marketing plan skill
- not needed by the target role identify new business opportunities skill
- not needed by the target role implement marketing strategies skill
- not needed by the target role integrate marketing strategies with the global strategy skill
- not needed by the target role interactive media knowledge
- not needed by the target role manage staff skill
- not needed by the target role marketing analytics knowledge
- not needed by the target role mobile marketing knowledge
- not needed by the target role neuromarketing techniques knowledge
- not needed by the target role online ads campaign techniques knowledge
- not needed by the target role pay-per-click knowledge
- not needed by the target role perform business analysis skill
- not needed by the target role perform customers’ needs analysis skill
- not needed by the target role perform market research skill
- not needed by the target role perform online data analysis skill
- not needed by the target role perform project management skill
- not needed by the target role plan marketing campaigns skill
- not needed by the target role relationship marketing knowledge
- not needed by the target role reputation management knowledge
- not needed by the target role services marketing knowledge
- not needed by the target role stimulate creativity in the team skill
- not needed by the target role use e-services skill
- not needed by the target role web analytics knowledge
- not needed by the target role web strategy assessment knowledge
2 gaps that are knowledge rather than practice
Knowledge gaps usually close through study. Practical skill gaps usually need something you can point at.
- still to learn marketing department processes required
- optional, not held network marketing optional
Other moves recorded from digital marketing manager
- online marketer 52% covered · substantial
- search engine optimisation expert 47% covered · moderate
- publications coordinator 45% covered · substantial
- online sales channel manager 38% covered · substantial
- brand manager 37% covered · substantial
- chief marketing officer 26% covered · career change
- marketing consultant 26% covered · career change
- eBusiness manager 25% covered · career change
Common questions about this move
Can a digital marketing manager become an employer branding manager?
Yes, and it is a moderate move. A digital marketing manager already covers 53% of what an employer branding manager is expected to do: 9 skills carry over, 8 of which the employer branding manager role treats as required.
What skills does a digital marketing manager need to become an employer branding manager?
5 required skills are missing, plus 7 optional ones. They fall into 3 areas of the ESCO skill hierarchy, led by management skills. The single most important is marketing department processes.
How hard is the move from digital marketing manager to employer branding manager?
Its learning distance is 43.5 out of 100, which is the moderate band. That accounts for both how much is missing and how specialised those skills are.
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.