When it comes to digital marketing, hiring the right talent is absolutely critical. It’s not just about finding someone who knows how to run Facebook ads or write a catchy email subject line. Today’s digital marketers must be versatile, analytical, creative, and always ready to adapt to the ever-changing digital landscape.
But with so many skills out there, how do you know exactly what to assess when hiring? That’s what we’ll cover in this detailed guide.
Below, you’ll find the top digital marketing skills you should evaluate to ensure you’re selecting candidates who will drive growth and deliver results for your business.
Why Is Assessing Digital Marketing Skills So Important?
Before diving into the skills list, let’s quickly understand why a thorough evaluation of digital marketing skills matters:
- Improved Marketing ROI: Hiring candidates with the right skills boosts your return on investment by ensuring more effective campaigns.
- Adaptability to Trends: The right talent can quickly adapt to changing market trends, keeping your business competitive.
- Data-Driven Decisions: Skilled digital marketers leverage data to make informed decisions that enhance overall performance.
For more detailed guidance on how to evaluate digital marketing skills for hiring, check out our comprehensive guide on How to Evaluate Digital Marketing Skills for Hiring.
Top Digital Marketing Skills to Assess in Candidates
Here’s the essential skills list you should focus on:
1. SEO & SEM (Search Engine Optimization & Marketing)
A good digital marketer knows how to improve your website’s visibility in search engines organically and through paid advertising.
Evaluate these key areas:
- Keyword research and optimization
- On-page and off-page SEO
- Google Ads expertise
2. Content Marketing
Quality content drives engagement and conversions. Assess candidates on:
- Writing compelling blog posts, emails, and social media content
- Developing effective content strategies
- Understanding audience personas
3. Social Media Management
Social media is more than posting regularly—it’s about engagement, analytics, and understanding different platforms.
Key evaluation points:
- Platform-specific strategy (Instagram, LinkedIn, Facebook, Twitter, TikTok)
- Paid social media campaigns
- Analytics and reporting skills
4. Data Analytics & Reporting
Analyzing data accurately is crucial to optimizing your digital strategy. Evaluate a candidate’s ability to:
- Interpret marketing analytics (Google Analytics, Facebook Insights, etc.)
- Generate clear, actionable reports
- Optimize campaigns based on data insights
5. Email Marketing
Email remains one of the highest ROI channels. Check if your candidate can:
- Develop email marketing strategies
- Use email marketing tools (MailChimp, Klaviyo, ActiveCampaign)
- Segment audiences and personalize content effectively
6. Digital Advertising (PPC, Display, Social Ads)
Paid digital advertising requires a specific skill set. Evaluate their proficiency in:
- Google Ads, Facebook Ads Manager
- Budget management and bid optimization
- Creating and A/B testing ad creatives
7. Basic Graphic Design and Video Editing Skills
While not always mandatory, basic visual skills can significantly enhance campaigns.
Evaluate candidates for:
- Designing simple graphics using Canva, Adobe Suite, or similar
- Basic video editing (short promotional clips or social media content)
Digital Marketing Technical Skills vs. Soft Skills
It’s also essential to differentiate between technical skills and soft skills in digital marketing roles.
| Technical Skills | Soft Skills |
| SEO & Analytics | Creative Thinking |
| Paid Advertising (PPC, Social Ads) | Communication Skills |
| Email Marketing | Adaptability & Flexibility |
| Content Management Systems (CMS) | Problem-Solving |
| Graphic Design & Video Editing | Team Collaboration |
For a more detailed look at technical skills, refer to our guide on Digital Marketing Technical Skills to Assess for Employment.
Specific Skills by Role
Different digital marketing roles require specialized skill sets. Here’s a quick breakdown:
Digital Marketing Manager Skills
Digital Marketing Managers need strategic oversight skills, including:
- Strategy development
- Project management
- Team leadership and coordination
Explore more about this role in our guide on Digital Marketing Manager Skills Required.
Digital Marketing Executive Skills
Executives typically handle day-to-day marketing activities, including:
- Executing campaigns
- Content creation and scheduling
- Basic analytics and reporting
Read more about this position in our Digital Marketing Executive Skills article.
Qualifications for Digital Marketing Managers
Formal qualifications matter, but experience and skills often matter more. Check our guide on Digital Marketing Manager Qualifications for insights.
Interview Questions to Evaluate Digital Marketing Skills
Asking the right questions during interviews helps clarify skill levels. Here are a few key questions to get you started:
| Skill Area | Sample Interview Question |
| SEO & Content | “How do you approach keyword research for new content?” |
| Analytics | “Can you describe how you’d measure a campaign’s success?” |
| Social Media | “Tell me about a successful social media campaign you’ve led.” |
| Paid Advertising | “How do you optimize a digital ad campaign that’s underperforming?” |
For a more comprehensive list, explore our Digital Marketing Manager Interview Questions to Evaluate the Right Skills.
How to Effectively Test Digital Marketing Skills
Instead of just relying on resumes or interview questions, consider using practical tests, such as our Digital marketing skill test, to evaluate a candidate’s actual abilities.
These tests provide valuable insights and reveal how candidates perform in real-world scenarios.
Common Mistakes to Avoid While Assessing Digital Marketing Skills
| Mistake | How to Avoid it |
| Overvaluing theoretical knowledge | Include practical assessments |
| Neglecting to assess soft skills | Conduct behavioral interviews |
| Ignoring analytical capabilities | Test data interpretation and analytical skills |
Final Thoughts: Hire the Right Digital Marketing Talent
Finding the ideal candidate involves looking beyond credentials and certifications. By assessing the right digital marketing skills clearly and practically, you ensure you’re hiring professionals who are capable, adaptable, and ready to make a real difference.
Ready to Evaluate Skills Effectively?
Start today by incorporating a practical Digital marketing skill test into your hiring process and confidently select the best candidate for your team.