What European Employers Want From Marketing Hires: A Country-by-Country Skills Breakdown

Content marketing is the most requested skill almost everywhere

Looking at marketing job postings on NewLuxJob across eight European countries, content is the single most frequently requested skill in most markets. In Ireland, 83% of the 72 marketing postings ask for content skills. The Netherlands follows with 81% of 199 postings, Belgium with 69% of 176 postings, and Germany with 75% of 634 postings. France also lists content prominently, appearing in 61% of its 686 marketing postings, while Spain shows 57% across 79 postings and Sweden 50% across 142 postings. Poland is the exception among the eight: content appears in 28% of its 523 postings, behind other skills requested more often there.

Social media requirements differ sharply by country

Social media skills show more variation than content. Ireland again ranks highest, with 56% of its 72 postings naming social media, matching the Netherlands' 56% out of 199 postings. France asks for social media in 40% of its 686 postings, Germany in 39% of 634, Belgium in 36% of 176, and Poland in 36% of 523. Spain lists social media in 24% of its 79 postings, and Sweden the lowest among the eight at 15% of 142 postings.

CRM and SEO: not always requested together

CRM and SEO appear with different weight depending on the country. Spain shows the highest CRM share among the eight, at 41% of 79 postings, followed by Sweden at 35% of 142 postings, France at 28% of 686, Germany at 24% of 634, Belgium also at 24% of 176, Ireland at 22% of 72, and the Netherlands at 16% of 199.

SEO follows a different pattern. Sweden asks for SEO in 31% of its 142 postings, the highest share recorded here, ahead of Belgium at 24% of 176, Germany at 21% of 634, Spain at 19% of 79, Poland at 18% of 523, France at 17% of 686, the Netherlands at 15% of 199, and Ireland at 14% of 72.

Country-specific tools: Canva, Adobe and Google Ads

Some tools and channels appear mainly in specific markets. SEA/Google Ads is requested in 32% of Poland's 523 marketing postings, well ahead of Sweden at 20% of 142, Germany at 12% of 634, and Ireland at 10% of 72. Adobe shows up in 27% of Belgium's 176 postings, 15% of Sweden's 142, 14% of Spain's 79, and 10% of the Netherlands' 199. Canva is asked for in 16% of Poland's 523 postings, 12% of Germany's 634, and 9% of the Netherlands' 199.

Copywriting and email marketing also show country-specific demand. France lists copywriting in 36% of its 686 postings and Spain in 16% of its 79, while email marketing appears in 20% of France's 686 postings, 19% of Ireland's 72, and 13% of Belgium's 176.

What this means if you're job hunting in Europe

For job seekers comparing opportunities across these eight markets, the figures suggest that a content skill set travels well across most of the countries covered here, while social media, CRM, SEO and specific tools like Canva, Adobe or Google Ads carry different weight depending on where the role is based. Tailoring a CV to the skills most often requested in the target country, rather than assuming one set of skills applies everywhere, lines up with what these marketing postings on NewLuxJob show.