Table 1Transition record

digital marketing managertoemployer branding manager

A digital marketing manager already meets 53% of what the employer branding manager role asks for. The move turns on 5 required skills not yet in the profile.

From digital marketing manager

53%

Overlap1

To employer branding manager

9 Skills carried over

5 Required, not held

43.5 Difficulty2

Career overlap Partial match

53%

Learning distance Real move, short list to learn

43.5/ 100

adjacentmoderatesubstantialcareer change

1 Share of the employer branding manager role’s weighted skill requirement already met by the digital marketing manager profile. Required skills count in full, supplementary skills at 0.35. Directional: the figure for the reverse move differs. 2 Combines what is missing with how specialised it is, so a gap of general skills scores easier than the same number of narrow ones.

Why

Why this move works

A employer branding manager role treats 8 of its required skills as things a digital marketing manager already does. These are the ones it depends on most.

apply social media marketing
brand marketing techniques
digital marketing techniques
plan digital marketing
plan social media marketing campaigns
set brand positioning

What stands in the way is 5 required skills the profile does not yet cover. Table 3 groups them; Table 4 says which to take first.

Table 2

Table 2 · What you already bring

Of the 9 skills that carry over, these are the ones fewest other occupations ask for. A employer branding manager role needs them, and most people applying for one will not have them already. This is the part of a digital marketing manager background worth leading with.

Skill the target role also needs Area

already held set brand positioning communication, collaboration and creativity
already held plan social media marketing campaigns management skills
already held plan digital marketing management skills
already held social media management business, administration and law
already held digital marketing techniques business, administration and law
already held brand marketing techniques business, administration and law

All 9 carried skills, including the 8 the employer branding manager role treats as required.

Table 3

Table 3 · What you would need to learn

The 12 missing skills fall into 3 areas of the ESCO skill hierarchy, numbered below in the order worth working in: the areas carrying the most required skills come first, and inside each one the required skills sit above the supplementary ones.

Skill to acquire Tier

01 management skills 3 required, 2 supplementary

required, not held define brand identity required
required, not held develop media strategy required
required, not held plan marketing strategy required

optional, not held lead the brand strategic planning process optional
optional, not held manage brand assets optional

02 communication, collaboration and creativity 1 required, 4 supplementary

required, not held promote company required

optional, not held advise on public relations optional
optional, not held collaborate in the development of marketing strategies optional
optional, not held manage development of promotional material optional
optional, not held promote organisational communication optional

03 business, administration and law 1 required, 1 supplementary

required, not held marketing department processes required

optional, not held network marketing optional

Table 4

Table 4 · Where to start

The 3 entries a employer branding manager role is least likely to hire without. The ordering is computed from the skill data, not from what pays.

Each entry opens a course search for that skill. Career Overlap earns nothing from these links.

Appendix

Appendix · The rest of the record

All 9 skills that carry over

Skill Type

already held apply social media marketing skill
already held brand marketing techniques knowledge
already held digital marketing techniques knowledge
already held plan digital marketing skill
already held plan social media marketing campaigns skill
already held set brand positioning skill
already held social media management knowledge
already held social media marketing techniques knowledge
already held content marketing strategy knowledge

7 supplementary skills, helpful but not required

Skill to acquire Tier

optional, not held network marketing optional
optional, not held advise on public relations optional
optional, not held collaborate in the development of marketing strategies optional
optional, not held lead the brand strategic planning process optional
optional, not held manage brand assets optional
optional, not held manage development of promotional material optional
optional, not held promote organisational communication optional

40 held skills the employer branding manager role does not ask for

Skill Type

not needed by the target role advertising techniques knowledge
not needed by the target role analyse consumer buying trends skill
not needed by the target role apply customer engagement strategy skill
not needed by the target role carry out event management skill
not needed by the target role company policies knowledge
not needed by the target role conduct online competitive analysis skill
not needed by the target role conduct search engine optimisation skill
not needed by the target role creatively use digital technologies skill
not needed by the target role data protection knowledge
not needed by the target role design brand's online communication plan skill
not needed by the target role develop digital content skill
not needed by the target role digital communication and collaboration skill
not needed by the target role digital media knowledge
not needed by the target role e-commerce systems knowledge
not needed by the target role ethics of sharing work through social media knowledge
not needed by the target role execute email marketing skill
not needed by the target role execute marketing plan skill
not needed by the target role identify new business opportunities skill
not needed by the target role implement marketing strategies skill
not needed by the target role integrate marketing strategies with the global strategy skill
not needed by the target role interactive media knowledge
not needed by the target role manage staff skill
not needed by the target role marketing analytics knowledge
not needed by the target role mobile marketing knowledge
not needed by the target role neuromarketing techniques knowledge
not needed by the target role online ads campaign techniques knowledge
not needed by the target role pay-per-click knowledge
not needed by the target role perform business analysis skill
not needed by the target role perform customers’ needs analysis skill
not needed by the target role perform market research skill
not needed by the target role perform online data analysis skill
not needed by the target role perform project management skill
not needed by the target role plan marketing campaigns skill
not needed by the target role relationship marketing knowledge
not needed by the target role reputation management knowledge
not needed by the target role services marketing knowledge
not needed by the target role stimulate creativity in the team skill
not needed by the target role use e-services skill
not needed by the target role web analytics knowledge
not needed by the target role web strategy assessment knowledge

2 gaps that are knowledge rather than practice

Knowledge gaps usually close through study. Practical skill gaps usually need something you can point at.

Skill to acquire Tier

required, not held marketing department processes required
optional, not held network marketing optional

Index

Other moves recorded from digital marketing manager

Full index of moves from digital marketing manager

Note

How this record was compiled

Both occupations are taken from ESCO, which lists the skills and knowledge each occupation is expected to have and marks every one required or optional. Nothing here is a prediction about hiring, and nothing here knows that a particular employer wants a particular certificate. Treat Table 3 as a starting point for your own research rather than a syllabus. The full method states what these figures can and cannot tell you.