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Business (un)usual: Critical skills for the next normal
Author(s) -
Ferreira Caitlin,
Robertson Jeandri,
Pitt Leyland
Publication year - 2022
Publication title -
thunderbird international business review
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.553
H-Index - 37
eISSN - 1520-6874
pISSN - 1096-4762
DOI - 10.1002/tie.22276
Subject(s) - soft skills , analytics , marketing , business , covid-19 , skills management , swift , business analytics , data collection , economics , business model , management , computer science , data science , electronic business , sociology , medicine , social science , disease , pathology , infectious disease (medical specialty) , programming language
The impact of COVID‐19 on global human resource (HR) management has been swift, dramatic and has fundamentally changed HR processes. The prompt online migration of business has altered the skills required by employees to succeed in the workplace of the future. This research examines the hard and soft skill gaps that exist in the digital marketing and advertising industry. Through the use of two data collection points in 2019 and 2020, the research identified a renewed importance being placed on soft skills in the wake of the COVID‐19 pandemic. Soft skills and the development thereof have become a key focal area of training for new employees as a result of remote working. The identified hard skill gaps are indicative of the future growth areas of the industry, focusing on data analytics, marketing automation and user experience. Future research should consider an expansion to other industry‐specific skills and contrast country‐level skill gaps.