Observed Signal · Jun 9, 2021 · Research / Survey · Source: OnlineMarketing.de · Impact: 3/5 · Sentiment: Positive
LinkedIn: Marketer Jobs Surge, Remote Work Expands
A LinkedIn study, The Changing Marketing Jobs Landscape, reports strong growth in marketer hiring and broader adoption of remote work. Over six months, marketing job postings grew by 63% on LinkedIn, with roughly 381,000 marketing roles posted in the past year. LinkedIn has over 750 million users. The analysis highlights sector-specific demand increases, notably Arts (up 85.9%), Retail (up 72.6%), and Education (up 63.7%), while Manufacturing, Agriculture, and Consumer Goods posted declines. About half of LinkedIn’s marketing postings are in Digital or Media Space. Additionally, remote-work flagged roles rose, with 17,000 remote-work postings for marketers in the past year. Companies are increasingly using flexible team structures, including interns and contractors, while part-time postings declined. The piece is the first in a four-part series; the next part will cover the most in-demand jobs and skills.
Provides actionable data on marketing hiring trends and remote-work adoption from a major platform; signals industry-wide implications for AdTech/MarTech workforce planning.
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Key Takeaways & Evidence Grounding
- 63% growth in marketing job postings on LinkedIn in the last six months
- 381,000 marketing jobs posted on LinkedIn in a year
- LinkedIn has over 750 million users
- Arts +85.9%, Retail +72.6%, Education +63.7% growth in six months for marketing postings
- Approximately 50% of marketing postings on LinkedIn are in Digital or Media Space
Connected Companies & Entities
3 Entities mappedOntology Mapping & Concepts
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Agencies Push Agentic Media, Address Client Rogue Fears
At Advertising Week, media agencies are advancing agentic advertising initiatives while addressing client concerns about rogue AI activity. Dentsu's Carat partnered with NBCUniversal, Freewheel, and Newton to launch a planning, buying, and optimization agent for upfront investments, with a luxury retail client already using it. Tinuiti launched a 'Bliss Point Model Context Protocol (MCP) Server' to integrate measurement with AI agents. Stagwell relaunched Assembly as Stagwell Media with its agentic system Machine OS. Executives emphasize human oversight, governance, and approval thresholds to build trust. Additionally, the article discusses the importance of 'moments' in commerce media, with examples from ExxonMobil, Dollar General, and Pepsi's Nordic campaign with Wolt.
Céline Flores Willers urges B2B marketers to think like B2C
At DMEXCO 2026, Céline Flores Willers, founder of The People Branding Company, argued that B2B marketing often appears outdated due to fear of innovation (FOMU). She demonstrated creative tactics like using a robot sidekick 'Robi' and branded T-shirts to boost attention and branding. She highlighted LinkedIn as the central platform for B2B, citing a SAP Taulia case where employee-generated content, boosted via Thought Leader Ads, achieved 2.3x higher engagement and 70% higher click-through rates with a small budget. Willers also cited examples like Legora's campaign with Jude Law and Merz Lifecare's 25-post merger documentation as successful 'building in public' strategies. She concluded by urging B2B marketers to be more creative and learn from B2C approaches.
LinkedIn says don't treat leads as finish in B2B
At LinkedIn's B2Believe event in its new Empire State Building space, executives and practitioners called for a shift from lead-centric B2B marketing to a 'full journey' approach that links signals, targeting, creative, full journey, and measurement. Jae Oh, senior director of product management, revealed that fewer than 10% of upper-funnel audiences make it into bottom-funnel campaigns, urging marketers to connect awareness with demand capture. Research from LinkedIn's B2B Institute with eMarketer showed 77% of marketers say they no longer target individuals, yet only 31% have a playbook for activating audiences down the funnel. Practitioners from Canva, SAP, Mastercard, and others shared examples of aligning marketing and sales on common signals. LinkedIn also outlined a product roadmap focused on cost-per-opportunity targeting, multi-format campaigns, agentic workflows, and incrementality forecasting.
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