Bachelor of Commerce (Digital Marketing) - Postsecondary ...

Section 6. Skills Gaps
Employers were asked whether they had recently hired for positions in Accounting, Marketing. Human
Resources or Business Management, and their perceptions of the skills, training and knowledge of their
new employees. As shown in Table 22 below, almost two‐thirds of employers had recently hired for
Marketing positions, and more than half had hired for Accounting positions. While the majority of
Employers reported that the skills, training and knowledge of the new hires for all four business
occupations met their expectations, satisfaction was highest for Business Management and Accounting
hires (Table 23).
Table 22 – Recent Business Hires
Yes (%) No (%) Not sure (%)
Accounting 52.7 47.3 -
Marketing 63.6 34.5 1.8
Human Resources 40.0 60.0 -
Business Management 43.6 47.3 9.7
Table 23 – Satisfaction with Recent Hires
Yes (%) No (%) Not sure (%)
Accounting (n=29) 65.5 31.0 3.4
Marketing (n=35) 51.4 45.7 2.9
Human Resources (n=22) 57.1 38.1 4.8
Business Management (n=24) 66.7 29.2 4.2
Two‐thirds of Employers who had hired for Accounting positions were satisfied with the skills, training
and knowledge of the candidates (Table 23). Employers who felt that new employees did not meet their
expectations identified a lack of skills in analysis, data entry and Microsoft Excel:
They were lacking computer skills in Word and especially Excel (candidates could not do 90% of
what Excel can offer).
Close to half of the employers who had recently hired for Marketing positions were not satisfied with
the skills, training and knowledge of the candidates (Table 23). Employers were looking for more
industry specific knowledge and experience, a higher level of communication and writing skills,
knowledge of social media and search engine marketing. Some employers sought candidates with more
generalist, rather than specialist, skills.
The new hires are familiar with social media but lack specific writing skills. Writing a good solid
media release is different than tweeting.
Most Employers were able to find HR candidates with the right skills, training and knowledge for their
positions (Table 23). Among the Employers who were not satisfied with their HR hires, some wanted to
see improved understanding of payroll and more thorough knowledge of Excel. Several Employers also
felt that candidates lacked enough relevant work experience.
LKSB Degree Program Feasibility Study • 2011
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