PRESS RELEASE

Businesses encouraged to invest in apprenticeships to fill digital skills gap

Business leaders are being encouraged to address the emerging marketing skills gap by investing in apprenticeships. The call from the Chartered Institute of Marketing (CIM) coincides with National Apprenticeship Week 2022 (7-13 Feb) and reflects new research that digital marketing skills have stagnated or declined during the pandemic.

The research published by the training body Target Internet, in association with CIM, reveals digital marketing skills stagnated or declined between 2020 and 2021. This decline has occurred across almost all sectors, and at all job levels, with skills in Analytics & Data falling the most (-6%), followed by Content Marketing (-4%) and Social Media (-2%).

Maggie Jones, director of qualifications and partnerships at CIM says: “Recruiting a marketing apprentice is a great way of keeping your organisation’s digital skills up to date whilst receiving funding to cover part of their salary from the UK government in the shape of the ‘Build the Future’ theme. 

“National Apprenticeship Week is an ideal time for businesses looking to recruit an apprentice to help develop a talented workforce that is equipped with future-ready skills. We have long believed in the importance of professional training for marketers. Apprenticeships create a clear and credible non-academic route to joining the marketing profession. Investment in them will help improve access to our industry and, in turn, nurture diverse talent within it. Marketing is an exciting and rewarding career and it is fantastic news that we’re able to open it up to more people thanks to this funding.”

National Apprenticeship Week 2022 is the 15th annual week-long celebration of apprenticeships. The week brings together businesses and apprentices across the country to shine a light on the positive impact that apprenticeships make to individuals, businesses and the wider economy. 

To find out more about marketing apprenticeships and CIM's role as an end-point assessment organisation (EPAO) click here.

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Notes to editors
About the research methodology
The results from a benchmarking test of digital marketing skills of over 7,000 marketing professionals was carried out by Target Internet in 2018 and repeated in 2020 and 2021. The test requires professional marketers to complete a series of tasks aimed at testing their knowledge in 12 areas of marketing, with a particular focus on digital skills. The results therefore are an accurate and comparable assessment of the digital skills of individual marketers.

For media enquiries
For further media information please contact Michael Bennett, Pelican Communications 01457 820807 

For CIM enquiries
James Delves
CIM Head of PR and External Engagement
james.delves@cim.co.uk 

Corinne Lavictoire
CIM PR Executive
corinne.lavictoire@cim.co.uk

About CIM:
For over 100 years, CIM has supported the marketing sector. With over 20,000 members in more than 100 countries, CIM strives for business leaders and opinion formers to recognise the positive contribution professional marketing can bring to their organisations, the economy and wider society. We support, develop and represent marketers, organisations and the profession all over the world. Our ability to award Chartered Marketer status recognises a marketer’s commitment to staying current and abiding by a professional Code of Conduct. While our diverse range of training courses and world-renowned qualifications, enable modern marketers to thrive in their roles and deliver long-term success for businesses. Find out more about CIM by visiting www.cim.co.uk