Observed Signal · Jun 11, 2014 · Opinion / Analysis · Source: OnlineMarketing.de · Impact: 2/5 · Sentiment: Neutral
Digitalization Fuels Talent Shortage in Digital Industry
A guest article argues that as digital technologies drive growth, Germany’s digital sector faces a widening talent shortage. Growth drivers such as Big Data, Cloud, Mobility, and IT consumerization have turned the internet into a massive job engine, with the digital economy employing over one million people and now challenging the automotive sector as a growth motor. A Bitkom study is cited, noting roughly 39,000 IT specialist roles remain unfilled and the number is rising. Causes include demographic shifts and the acceleration of digitalization increasing demand for highly specialized, interdisciplinary skills, including data science. The piece highlights a need for in-house training as schools lag in digital education, and emphasizes ongoing employer branding and authentic communications across media, blogs, and social channels to attract talent. It also mentions rising prominence of roles like Data Scientist and calls for clearer employer profiles to engage prospective employees.
Covers industry-wide talent shortage in the German digital sector and advocates for sustained employer branding and internal training.
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Key Takeaways & Evidence Grounding
- Bitkom: about 39,000 IT specialist vacancies in Germany.
- Digital economy in Germany has over one million jobs, surpassing automotive as a growth motor.
- Growth drivers include Big Data, Cloud, Mobility, and IT consumerization.
- Rising demand for specialized roles such as Digital Consultants, SEA Managers, and Mobile Advertising Specialists.
- Bauhaus-Universität Weimar established the first professorship for Big Data.
- Education system lags in digitalization, pushing firms to train staff in-house.
- Employer branding and multi-channel communication (social media, blogs, YouTube) are emphasized to attract talent.
Connected Companies & Entities
3 Entities mappedRelated Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
BBDO, TLGG, and Cooperative Financial Group target young people
The Cooperative Financial Group (GFG), comprising Volksbanken Raiffeisenbanken, DZ Bank, EasyCredit, R+V Versicherung, Schwäbisch Hall, and Union Investment, has launched a first group-wide campaign aimed at 18-30 year olds. The campaign, titled "Das kriegen WIR hin," uses a social-first approach across social media, online video, streaming, audio, and cinema. Developed by BBDO, TLGG, and Omnicom Precision Marketing, it emphasizes the collective strength of the group rather than individual products. The first phase builds brand awareness and leads to a central landing page; a second phase will highlight specific products. Volksbanken Raiffeisenbanken also partner with band Electric Callboy for activation. Media agencies include VR NetWorld and Mindshare.
Wetten dass Head Writer Prepares Kaulitz Twins for Show
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BBDO NY CEO and CCO to Depart
Emma Armstrong, CEO of BBDO New York, and Michael Aimette, Chief Creative Officer, are departing the agency. This follows Omnicom's acquisition of IPG, which led BBDO to absorb creative rival FCB. Chief Client Officer Kelli MacDonald, another FCB alum, is also leaving for a new opportunity. The exits occur just 10 months after Omnicom closed its $13 billion acquisition of IPG, creating the largest agency holding company.
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