Media and Marketing Industries Need Digital Skills

Creative industries such as media, marketing, advertising and PR are placing a much bigger value on digital skills than the IT and telecoms sector.

A study conducted by research firm Capgemini asked decision makers in the media, marketing, sales and PR industries how highly they valued digital skills in workers between the ages of 16 and 25. The results found that they felt it was either important or very important.

One fifth of the companies thought that younger apprentices did not have the right digital skills for the job however.

Over 80% of companies thought digital literacy is important for their business but 18% thought young applicants do not have the specific skills their organisation needs.

Paul Brown, director of youth charity The Princes Trust, said: "Many of the young people the trust supports have not had experience of applying digital skills in the workplace and don't always realise the growing significance of this to employers across a range of sectors."

Digital skills are becoming increasingly important as more and more industries are using technology in their line of business.

The survey found that almost half of senior decision-makers in companies found that younger people are unable to adapt their digital skills to a workplace environment.

Brown added: "Whether it's a job in retail, hospitality or even accounting, solid digital literacy is as much a fundamental requisite as traditional academic qualifications."

Cyber security ranked highly in the skills required of young employees, with 87% of firms saying anyone considered for a job must know how to stay safe online.

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