Marketers must increase skill levels

With pay rates hitting a five-year low, women earning less than their male counterparts and recruitment of marketers slipping down the priority list (MW last week), marketers need to increase the skill levels to ensure resilience in what is still a turbulent employment market.

While continuing professional development (CPD) will certainly go a long way, it is not enough to address the appalling gender pay gap. But CPD will ensure that you are at the forefront of an ever-changing marketing landscape – equipping you with the necessary skills and demonstrating these through awards and accreditation.

Experience is necessary, but not sufficient, because your track record will only get you so far. The professionals who stand out in today’s market – and stand first in line for promotion – will be those who can demonstrate how they are continually developing their professional skills.

Roderick E Wilkes Chief executive, The Chartered Institute of Marketing

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