Very good idea, these fields are part of the professions of the future set to develop considerably in the years to come.
But, like many sectors, communication and marketing have evolved a lot in recent years with the explosion of digital marketing and social networks. New professions have emerged - like UX writer - while others change to adapt - we will come back to this.
To help you make the right choices, here is an overview of the 20 communication and marketing professions. We will tackle questions such as: what are the new communication professions? And the communication professions that are recruiting? What communication studies? And why do marketing studies?
We are also interested in the difference between a job in communication in a company and in an agency as well as in the digital marketing and communication salary ranges. This will give you all the cards you need to think about your future!
Which communication studies and marketing studies to favor?
To find a job in communication, you will need to train yourself. There are many possibilities for communication and marketing studies to practice in this field. Among those :
IUTs and Universities to prepare a GOAL or a license in communication, generalist or more specific.
Specialized schools such as CELSA, ISCOM, Sup de Com or even EFAP. Some deliver BTS-type diplomas while others can allow you to obtain a Master.
Business schools and IEPs. Sciences Po, for example, offers a Masters in Communication, Media and Creative Industries.
Depending on the position targeted, a bac +5 level may be required by recruiters, especially if there is a strategic dimension. But if you want to work in a very operational position, this is not necessarily the case and a bac +2 may be sufficient.
If you are targeting a communication profession as part of a professional retraining, be aware that there are also specialized training organizations such as Live Mentor for example.
But, before embarking on a training course, it is advisable to have an idea of the profession you want to practice. This will help you to better orient your choices. Let’s immediately review the communication and marketing professions.
The 20 communication and marketing professions
The different communication and marketing professions can be classified into 5 main categories: traditional and historical communication professions, digital marketing professions, digital communication and content professions, advertising professions and professions entrepreneurial marketing.
Traditional and historical communication and marketing professions
1. Responsible for / Head of corporate communication
First communication profession: corporate communication (also called institutional communication) in business. Its role is to design communication strategies to develop the reputation of the company and protect its reputation. An often very varied profession, ideal for putting a foot in the middle!
2. In charge of / HR communication manager
Another traditional communication profession: HR communication. This involves supporting Human Resources in the implementation of their projects, often around well-being at work and employee training. Another challenge in this profession: the employer brand and attracting the best talent.
3. In charge of / Internal communication manager
Internal communication is linked to HR communication, but an Internal Communication Officer has a larger role, working on all aspects of internal communication. He works on subjects such as support for change, for example. He is also responsible for internal communication tools (magazine, Intranet, corporate social network, etc.).
4. Responsible for / Responsible for event communication
Another essential communication profession: events and the organization of events which can be external (conferences, Congresses, etc.) or internal (seminars, Christmas party, etc.). While there have been no events for a while with the Covid-19 pandemic, they are reinventing themselves with new digital formats and therefore require new digital skills. Events often include public relations (or public relations) which covers relations with all of the company's stakeholders: customers, users, suppliers, local associations, etc.
5. Press relations consultant
Last profession of unchanging communication, press relations / media relations. The objective is to boost the visibility of the company in the media, by developing and maintaining good relations with journalists. Editorial skills are imperative for writing press releases and press kits.
6. Product manager / In charge of / Operational marketing manager
Marketing has a reference profession: product manager. Some companies prefer the title of Marketing Manager. The mission: to oversee the marketing of a brand or a range of products, and in particular operational marketing. This goes through the 4 Ps: price, promotion, place (distribution) and promotion. It also includes aspects like packaging.
To know: the 6 communication and marketing professions above are most of the time carried out in a company or in an agency (especially press relations). The smaller the company, the more versatile you have to be. In start-ups, a marketing and communication manager often exercises the 6 above-mentioned professions at the same time. In large companies, the trades are more specialized.
In addition, these so-called traditional communication professions are undergoing a digital transformation . If you choose one of its professions, you must learn to digitize your practices. For example, the press consultant must come up with new content ideas to arouse the interest of journalists (infographics, videos, etc.) and adapt to the new press format (blog, online press conference, etc.). With the health crisis, events have also become increasingly digital, as mentioned above. The salons are being redesigned as a 100% digital experience. This requires a great capacity for adaptation, but it is also the unique opportunity to use your imagination to invent the events of tomorrow!
Jobs in digital marketing
The digitization of our society has given rise to new professions, which have become essential for success in a digital environment. To choose your path, you should know that digital marketing is separated into 2 categories of new professions: the so-called generalist professions, which allow you to touch several strings of digital marketing with a role of digital manager, or the professions which require a advanced expertise, such as SEO or advertising experts. It's up to you to choose between global project management or specialization!
7. Digital Manager / In charge of / Digital Marketing Project Manager
First digital marketing job: in charge of / digital marketing project manager. This fairly generalist position can affect everything related to online presence: website, mobile applications, SEO, CRM, etc. It is often a project management and coordination role, in close collaboration with all stakeholders (agencies, freelancers, ESN, etc.).
8. E-commerce Project Manager / Manager
Digital marketing has also led to the rise of e-commerce , which has become a profession in its own right. The challenge: to have a successful merchant site, which converts and makes sales. An e-commerce project manager knows e-commerce solutions like Shopify like the back of his hand and masters all technical aspects.
9. Acquisition / Growth hacker manager
Customer acquisition via digital channels is also an increasingly important profession, which can take different names. The term growth hacking has become very popular and as the name suggests, it is about developing strategies in the service of growth. These jobs require mastery of the workings of lead generation: marketing automation , email sequences, etc.
10. SEO / SEA / SEM specialist
Another very specific digital marketing profession: everything related to SEO, SEA, SEM, search engines , referencing and online advertising (such as Facebook advertising ). These skills are highly sought after as emerging on Google and social networks is now crucial to be visible and identified. This is one of the communication professions that recruit a lot, even if they require a high level of expertise.
11. UX Designer / UX Writer
UX designer / UX writer is a fairly new marketing profession, which focuses on user experience (UX) on a digital interface (a website or a mobile application for example). The professional logo designer
or UX writer works mainly on the small details (buttons, call-to-actions, animations, etc.) that can enrich the user experience.
Namely: to exercise the above trades, you can work in a company or in an agency, but also become a freelance. However, it can be difficult to start a freelance without previous professional experience. A first experience can allow you to acquire the basics of the profession and to be more credible with your future customers.