YA Featured in Twin Cities Business Magazine September 2017: Marketing Execs Bullish on New Talent, Focused on Digital Tools

September 29 2017

Twin Cities marketing executives think recent college grads are of a higher caliber as they enter the field than those who graduated five years ago. But it’s also hard to find entry- and mid-level talent in the field.
Those are among the findings of a recent survey conducted by local marketing firm YA and the University of Minnesota’s Institute for Research in Marketing. It focused on both talent in the marketing sector and how digital is transforming the industry.
The survey found that while 49 percent of execs think college grads have improved—and another 40 percent said they think they’re about the same as half a decade ago—many still worry about the skills that fresh workers possess. Asked which skill is most missing among young marketers, executives said problem solving and critical thinking topped the list (26 percent) while ability to effectively communicate tagged just behind it (24 percent).
And there was good news for the Twin Cities, too: About one-third of marketers thought it was easier to attract young talent to the region over other Midwestern cities, while another 38 percent said it was about the same.

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