Business (un)usual: Critical skills for the next normal. (6th May 2022)

• Record Type: Journal Article
• Authors: Ferreira, Caitlin; Robertson, Jeandri; Pitt, Leyland
• Other Names: Rammal Hussain Gulzar guestEditor.; Ferreira João J. guestEditor.
• Is Part Of: Thunderbird international business review. Volume 65:Number 1(2023)
• Page Start: 39
• Page End: 47
• Publication Date: 2022-05-06
• Subjects: COVID‐19 -- digital marketing -- human resource management -- skill gaps -- soft skills; Commerce -- Periodicals; International trade -- Periodicals; 382
• DOI: 10.1002/tie.22276
• Languages: English
• ISSNs: 1096-4762

Abstract

Abstract: The impact of COVID‐19 on global human resource (HR) management has been swift, dramatic and has fundamentally changed HR processes. The prompt online migration of business has altered the skills required by employees to succeed in the workplace of the future. This research examines the hard and soft skill gaps that exist in the digital marketing and advertising industry. Through the use of two data collection points in 2019 and 2020, the research identified a renewed importance being placed on soft skills in the wake of the COVID‐19 pandemic. Soft skills and the development thereof have become a key focal area of training for new employees as a result of remote working. The identified hard skill gaps are indicative of the future growth areas of the industry, focusing on data analytics, marketing automation and user experience. Future research should consider an expansion to other industry‐specific skills and contrast country‐level skill gaps.