The most in-demand digital skills in the labour market

Technological transformation is already an irreversible process that affects the day-to-day operations of companies of all sizes and in all sectors of activity. For this reason, companies are increasingly looking for profiles that master the use of new technology tools and attract qualified talent with digital skills to strengthen their teams and improve employability.

The most in-demand digital skills in the labour market
Reading time: 5 min

Companies are looking for people capable of handling electronic devices with ease, as well as knowledge in areas such as digital marketing, data analysis, cybersecurity, connectivity or Big Data in order to be able to take advantage of all the potential offered by new technologies. However, the number of professionals acquiring these digital skills is not sufficient to meet the needs of the labour market the needs of the labour market.

What digital skills are companies demanding?

Digital skills are those knowledge and skills that enable the use of technological tools. This knowledge is necessary in order to interact fluently with the developments involved in the current digital transformation of both companies and society in general. In the workplace, these competences are very necessary as they allow the safe use of all technologies and tools to achieve the objectives defined by companies.

But what are the digital skills that companies are most interested in?

Data analysis

According to the latest report of the Spanish Association of Artificial Intelligence in Spain, more than 90,000 data experts are needed to drive projects and compete with international organisations. Its mission is the detailed study of stored data, with the aim of drawing conclusions about a particular aspect. The analyst establishes data-driven strategies with the help of tools such as Business Intelligence, Google Analytics, Tableau or TensorFlow.

Database management

Database management ensures that the structures of these powerful tools function properly. From financial information to customer orders, most of the data is digitised, making it easy to extract and modify the accumulated information. There are different database managers, mainly classified into two types: SQL (structured language such as SQLite, Oracle and Microsoft Access) and NoSQL (does not require a fixed structure such as DynamoDB, CouchDB and Redis).

Big Data

In the age of data, the use of Big Data is growing all the time. These tools are involved in the entire information management lifecycle, such as identifying the sources of information, storing and extracting large volumes of data, designing the architecture of the enterprise information ecosystem, analysis, visualisation and real-time monitoring. In this respect, companies with Big Data projects need between one and three data specialists to handle the entire workflow.

Brand Manager

Digital branding experts are responsible for taking care of a company’s brand image, adapting it to digital strategies and communication actions in line with the target audience. Among the skills they need to develop are problem solving, understanding the business segment, knowing the preferences of the target audience, identifying the companies’ action points, managing the creative team and analysing the results. For branding professionals, it is vital to know and handle the following tools: Adobe Photoshop, User Experience, Adobe Illustrator, Website, Wireframe, Figma, etc.

Digital marketing

Branding experts work hand in hand with digital marketers. Having qualified professionals in digital marketing can lead companies to improve their positioning in the digital environment. Among the essential elements in this sector are analytics and advertising, as any action must be data-driven. To do this, it is essential to understand how tools such as Google Analytics work. It is also important to improve knowledge of search engine optimisation, content writing, social media and social trends.

Artificial Intelligence

AI is a very varied discipline that includes different areas such as machine learning, artificial neural networks, data mining or natural language processing. AI engineers can be employed in different fields, however, to be successful they need to have certain skills such as knowledge of programming; working with computational models; using programming interfaces; developing AI systems capable of interacting with the environment; applying machine learning; and using tools such as OpenCV or AWS.

Office automation

Office automation is a set of computer skills, applications and knowledge used to store, transmit and create information in a business environment. The most important office skills refer to the mastery of tools such as word processing, presentations, calendar management, diary, e-mail, database and spreadsheet, among others. Mostly, professionals use the tools coming from Microsoft Office.


According to the latest report published by the European Union, around 400,000 cybersecurity professionals are needed in the coming years. The risks of cyber-attacks are one of the main concerns of companies with a digital presence, which is why they seek cybersecurity experts to prevent attacks. The main skills of the cybersecurity position are: designing plans for safeguarding computer files, monitoring virus reports, implementing prologues for action and handling security tools like Malware or Hacking.


A tester must also have excellent communication skills, as he/she is the person in charge of creating test items. To this end, it develops test plans, strategies, bug reports, and much more. In general, companies are looking for testers who are experts in software design, with previous experience, technical skills and coding certifications. Learning how to code, software testing, performance and automation are the first steps to becoming a reputable tester.


Programmers are essential in digital businesses. Among the skills a programmer should have are: solid knowledge of the C++ language, collaborative working method; knowledge of standards; knowledge of databases; self-management skills; availability for continuous training; experience in the development of graphical interfaces, among others.

The development and adoption of these skills has benefits for both employers and candidates. On the one hand, companies and organisations can boost their services through innovation management. On the other hand, it improves and broadens the employability of thousands of professionals.


Contact our communication department or requests additional material.

Telefónica Centenary logo Celebrate with us the Telefónica Centenary