Digital is reshaping the
workforce of tomorrow and changing the nature of jobs
that need to be done. We all must anticipate and prepare
for this future of work in order to stay relevant and valuable. And that starts by acquiring
the right skills. But which are going to be the most in-demand,
most valuable digital skills of the future? What should you invest your
time in learning? Let’s find out! Here’s seven of the top digital
skills for the future workforce. Plus, our team’s favourite resources and
favourite courses to help you learn them. Hey guys! My name is Luke and I work as
the Head of Digital here at Growth Tribe. Just a heads up, that you can download all of
the resources, books and courses that we mention in this video by following the
link in the description below. Top digital skill of the future number 1.
Artificial intelligence. We live in an increasingly artificially intelligent world,
so leverage it before it leverages you. Now that’s not meant to sound all
doom and gloom, but in a world full of AI it’s really important that we
understand the tech. According to this report from LinkedIn, AI skills
are amongst the fastest growing skills on the platform with 190% increase in AI
skills on LinkedIn from 2015 to 2017. The good news? You don’t need to
deep dive into Python or become a hardcore coder to empower
yourself to leverage AI. So where should you go for your fix of
AI knowledge? I asked Growth Tribe’s resident Data Chief, Bernardo, for his tips,
and this is what he recommends… On the book front:
For an in-depth into AI, check out Artificial Intelligence:
A Modern Approach. Want to know what AI means
for your business? Read Prediction Machines: The Simple
Economics of Artificial Intelligence. And get started with machine learning with
the 100 Page Machine Learning Book. Looking to take a course? For a non-technical
intro you could try Coursera’s AI for Everyone, and of course, we at Growth Tribe,
also run a 2-Day AI for Marketing and a 2-Day AI for Business Crash Course
and you don’t need to code. How about blogs and people to follow? We highly recommend Dataiku. I’d also recommend
following Bernardo himself on Twitter. There’s also Kirk Borne as recommended
by Bernardo, Jan Teichmann, who’s currently the head of
Data Science at Zoopla, Andriy Burkov who actually was the author of
the 100 Page Machine Learning book, and Google’s Chief Decision
Scientist, Cassie Kozyrkov. Top digital skill number 2:
UX design. UX designers lay the highways and put
up the signposts of our digital world. Great UX design requires
meticulous research into user personas, user goals and customer journey mapping.
This ensures products meet customer needs in the most satisfying and
enjoyable way. If a product has great UX design you probably won’t even notice it.
But you sure will if a product or program feels cumbersome or confusing.
And therefore, businesses are increasingly recognising the importance
of great UX design. Not just to the user experience itself, but actually to its
ability to improve brand equity and ultimately, profitability. Therefore,
there’s a growing demand and organisations are paying well. So where should you go for learning
and development? Well, for books, there’s the classic
Don’t Make Me Think by Steve Krug about human-computer interaction
and web usability. I’d also highly recommend checking
out Lean UX, and of course, The Design of Everyday Things by Don Norman,
who actually coined the phrase “UX design”. How about courses? One of my favourites is from Conversion XL on
Data-Driven UX. You could also check out Hack Design. They have a great weekly
email lesson and they also have a learning hub full of short and
concise readable lessons. What about blogs and influencers? Definitely go check out
Invision’s blog, Inside Design There’s also UX Planet. I’d also
recommend following Scott Belsky who’s the Chief Product Officer at Adobe.
You could also check out the UX Collective, Paul Boag, the author of User
Experience Revolution, and Laura Klein the author of Build Better Products
and UX for Lean Startups. Top digital skill number 3:
Digital Marketing. According to this report from McKinley,
nearly 60% of marketing hires will be digital and demand for digital
marketing talent sits at 59%, while active supply sits at 19%. The most in-demand marketing skills
of the future are of course digital And mastering them can lead to an
abundance of career opportunities. Why? These marketing skills capitalise
on new digital technologies To help sell products and build brands.
All businesses crave this expertise. However, digital marketing’s domain is very
broad and there’s a ton of specialisations. Think PPC, social media, search engine
optimisation, data analysis, conversion rate optimisation, marketing automation, I could go on. I’m happy to make another video that looks
at the specifics of digital marketing skills. If you’d like to see that,
leave a comment below. Just a quick tip, if you want to be
in the top 1% of digital marketing talent it’s important to become T-Shaped.
The T-Shaped Marketer is the ultimate all-rounder. They possess a broad width
of knowledge that’s complemented by deep level of understanding in several expert areas.
You can find out all about what it takes to become a T-Shaped Marketer by taking
our T-shaped marketing quiz over at the Growth Tribe blog. So then, looking to get started or level up?
Here’s my recommendation for some books. It’s a classic and I think anyone in
marketing or sales should read it: Influence: The Psychology of Persuasion. I’d also recommend you check out Contagious:
Why Things Catch on by Jonah Berger. I’d also recommend Russell Brunson’s Dotcom Secrets, which is coined as “the underground guide to growing your business online”.
Also have a look at Blink by Malcolm Gladwell, and
Top of Mind by John Hall. Looking to take some courses?
Well on the free side of things, I definitely recommend checking
out the Digital Garage by Google and you could also take a look at
Hubspot’s Inbound Academy. How about blogs and influencers? Well some of my favourites would be Brian Dean
who has a great blog and YouTube channel, there’s also Seth Godin,
I’d check out his blog… And on the content side maybe check out
the Content Marketing Institute and Social Media Examiner. Quick bonus on digital marketing.
Digital marketing is actually transitioning into a new age. One where
marketers are taking ownership of more than just acquiring new customers. This is
known as growth marketing or growth hacking. And digital marketers can
actually transition into this to take a more data-driven approach to their trade.
It looks at the whole funnel, not just customer acquisition but retention and
beyond. It’s about building a growth engine and this is really valuable
for businesses. Some of the books we recommend? Well there’s Lean Analytics by
Alistair Croll and Benjamin Yoskovitz. I’d also check out Traction
and Hooked. Some courses to take?
We might be a bit biased, but this is actually one of our areas of
expertise. I recommend checking out our 2-Day Growth Hacking Crash Course.
We also do a 6-Week evening option, and of course we do in-house
growth hacking training for teams. Looking for some online resources?
Go check out GrowthHackers.com, founded by the father of
growth hacking, Sean Ellis. You could also look at some other
videos on our YouTube channel, and perhaps follow some of the
Growth Tribe trainers on LinkedIn. Top digital skill number 4:
Analytical Reasoning. In a world full of data, businesses require
people that can make sense of it and turn it into actionable and smart
decisions. Analytical reasoning is the ability to inspect information and from
it, discern patterns and trends that lead to actionable decisions. And demand for
this is about to blow up. Why? Well data science is actually suffering
from a last mile problem. Businesses are really struggling with this. There’s a
gap between a business’s tech expertise and their operational expertise. There’s
such a need for this that we recently launched a new Data Traineeship to help
fill the gap. Here, we’re going to help organisations to develop what we call
Analytics Translators. Analytics translators bridge the gap between an
organisation’s technical expertise and their operational expertise. They help to
convey business goals to data professionals while ensuring data
solutions provide insights that the businesses can use to
inform decision making. So where to go and learn? Well I turned to Bernardo again for his
recommendations. On the book front, he recommends Practical Statistics for Data
Scientists from Andrew and Peter Bruce. Some courses to take? If you’re looking for something you
can do in your own time, the Microsoft Academy actually has
a course on data analysis, and of course, there’s a Data Traineeship we’ve
recently released here at Growth Tribe. How about blogs and people to follow?
Well Bernardo actually recommends the Field Guide to Data Science by Booz
Allen. We’d also recommend you go and check out KD nuggets. Top digital skill number 5:
Design Thinking. According to CIO, Design Thinking is becoming
a key pillar in digital transformations. In fact, Microsoft calls it a “key skill of
the future”. All the world’s leading brands are rapidly adopting the design
thinking approach. What is it, and why is it a top digital skill? well in a digital
world it’s sometimes really easy to overlook the one thing that really
matters: us, the humans. We’re the end point of any product
or service, digital or not. Design Thinking is an iterative process
in which we try to understand the user which leads to better products,
services and internal processes. So how about some books to read? With a focus on human behaviour and the
systems that drive the way we think, we highly recommend Thinking Fast and
Slow. There’s also Creative Confidence from the founders of Ideo. This is on
unleashing creativity that lies within each and every one of us. Tim Brown also wrote Changed by Design.
This is on why design belongs at every level of business. How about some courses to take? If you want a bit of an introduction to
design thinking, go check out Thinking for innovation by Coursera. Blogs, people to follow? The one I’d recommend is the Design
Thinking blog by Ideo themselves. Digital skill number 6:
Cloud Computing. Our world is moving into the clouds.
And as it does, businesses are looking more and more for the people
that have the skills to take them there. In basic terms cloud computing is about
storing and accessing data over the internet rather than on your local
hard drive or computer. This means businesses, especially large enterprises
really need the expertise, especially in cloud security. This report from OpsRamp
found 94% of IT organisations are actually struggling to find the right
talent to build dynamic, flexible and cost-effective cloud services. In fact,
the report is named “From a Cloud Native Skills Gap to a Full-Blown Crisis”. This
means if you can master cloud computing skills you’re gonna be
in real high demand. So how about some books to read? Well the data team here at Growth Tribe
recommends the Data Engineering Cookbook by Andreas Kretz. What about courses? Well as it’s so widely used, we recommend
the AWS Cloud Practitioner exam. This is a certified exam to help gain a
deep understanding of the AWS cloud. How about some blogs? Well you could go check out
Cloud Computing News and there’s also the Amazon
Web Server blog itself. Digital skill number 7:
Digital Project Management. The world is digitising rapidly.
This means more of the work that we do and more of the projects that
we run are digital. Businesses need project
managers specialised in delivering digital projects. So this means to become
one you’re going to need a firm grasp of digital technologies. Software
engineering teams, digital marketing teams, ecommerce businesses, all demand
digital project managers. They make sure shit gets done in a digital world. So where to go to learn? We asked our
digital project management and operations team here at Growth Tribe
for their recommendations. How about some books? Emma recommends Principles:
Life and Work by Ray Dalio. Here he shares his unconventional
principles, management techniques and methods of making business decisions
to drive results in life and business. Also check out Inspired: How to
Create Tech Products Customers Love by Marty Cagan. While it has more of a focus
on product development and product marketing, all good digital project
managers should think of the end user so it’s definitely worth checking this out.
You could also check out Product Leadership: How Top Product Managers Launch Awesome Products and Build Successful Teams. And for a more actionable guide you
might want to have a look at Digital Project Management: A Step-
By-Step Guide to a Successful Launch. by Taylor Olson. What about courses? Anna Dia recommends Introduction to
Project Management by UCI on Coursera. Blogs, people to follow? Maybe head over to checkout Toggl’s blog,
and this is not a blog per se, but Emma does recommend checking out this Medium
article for more book recommendations. In the future of work it’s important that we
take our learning into our own hands. It’s our responsibility to anticipate and to
prepare for this future of work. By doing so, you’ll ensure you stay
relevant and ensure you stay valuable. We all need a grasp of the complexity of
digital so start to gain an understanding of some of the skills we’ve mentioned in this
video in order to future-proof your own career. And remember, you can grab the list of all
the resources we mentioned in this video in the description below. Got any questions?
Let me know in the comments. Happy learning!