DIGITAL SKILLS AMONG SPANISH PROFESSIONALS - ISDI REPORT
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DIGITAL SKILLS AMONG SPANISH PROFESSIONALS
ISDI REPORTContents
Digital skills among Spanish professionals
Abstract
Introduction: Digitisation, a Europe-wide strategy
Study: Who is getting digital skills in Spain?
Digital skills
Professional category
Departments
Sectors
Methodology1 Digital skills among Spanish professionals Abstract
To know or not to know. That should be the question, but in the case of the digital sector, a field of The first conclusions of this index are not positive. The report, based on individual questionnaires on
knowledge which is flooding in and disrupting our world, appearances speak louder than statistics. the level of training of the professionals who decide to digitise their careers, shows large gaps, mainly
Because it is precisely a lack of knowledge of this field that leads to confusion about how Spanish to do with the culture and the company’s approach to the digital economy, and the lack of an
professionals should be trained, and their capacity to deal with the transformation our companies and integrated, multidisciplinary vision of the digital economy.
our economy need.
As the following results indicate, executives, who should be leading the digital transformation, are the
This index was created to provide a real evaluation of how far digital skills have reached in our least ready for it, and sectors with a high level of disintermediation, such as insurance or the car
business sector, because talent is the key to true digitisation; a change based not on the use of industry, are lagging behind in this process:
technology and exposure to the Internet, but on a transformation at a deeper level, affecting strategy,
approach, how we work, and all the processes in every department of a company. ▪ Professionals aged 32 to 44 show the most interest in becoming digitised; those over 45 are still
resisting this major transformation;
It was also created to debunk the belief that if employees handle social networks and the company
has a website and online sales channels, it is now digitised. And to highlight what really matters: the ▪ Far more employed professionals are digitised than among the unemployed: 90.8% of those in
degree of involvement of management and the transversality of digital workflows, know-how and work compared to just 9.2% of unemployed professionals;
specialisation.
▪ There is no gender gap for digital know-how, although women are the best-prepared among the
professionals with more years of work experience, and men among the less experienced groups;
the disciplines where women dominate are search engines, e-commerce and social media, while
men seem to favour mobile technology and digital marketing;
▪ Who gets training? Employees occupy 48.7% of places on courses, but executives have already got
ENTREPRENEURSHIP the message that they can only lead the digitisation process if they really understand it: they are
DIGITAL the least prepared but also the ones who are most likely to seek digital know-how;
MARKETING ADVERTISING
STRATEGY
▪ Training tends to be a question of personal initiative rather than funded by employers;
SEARCH ENGINES DESIGN AND ▪ Communication and Marketing are the clear leaders among the departments taking the most
(SEO & SEM) CONTENT training: 45.4%; there is a disappointing lack of involvement in HR, (2.8%), Technology (1.4%) and
Management (2.3%), all essential departments if companies are going to be properly digitised;
▪ The digital disciplines that are best known and understood are marketing strategy (7.1),
e-commerce (7.2) and social networks (6.7). Design and content score lower, and technology,
metrics and mobile are also lacking;
MOBILE BUSINESS
▪ By sectors, Consultants are the best trained, and surprisingly, key Internet areas such as insurance
have the lowest levels of digital training.
SOCIAL MEDIA
TECHNOLOGY
E-COMMERCE
ANALYTICS (Comercio
(Analytics) Electrónico)2 Introduction: Digitisation, a Europe-wide strategy Spain, just below
average
Spanish society has moved fast in adopting Internet use, and it is now an integral part of everyday life, The Digital Agenda for Europe
with an unstoppable growth rate.
This is also the path the European Union has marked with its Europe 2020 strategy, the European
79% of Spanish households have Internet access, meaning that 29.5 million Spaniards are online, and Digital Agenda, setting a series of targets for the next three years to make the economies and markets
78.7% are regular users; in other words, the Internet is a constant part of their lives. of EU countries more competitive, and introduce a digital single market. This agenda will be a huge
boost to job creation in digital fields, accelerating a process which has been ongoing for several years,
In 2015 the number of people going online every day grew by 10%, and as a consequence, 17 million but also accentuating the huge gap between the growing need for competent professionals with
Spaniards are now active on social networks, and 19 million buy online, making Spain the fifth largest training in digital disciplines, and the current lack of such training.
e-commerce market in Europe and the fastest growing, at 15% per year. In economic terms, the
Internet is an enormous market, where 55% of the population researches before buying, and 32.1% According to EU data, 45% of all jobs will relate to the digital sphere by 2020, with demand for an
shop online. estimated 900,000 workers, demonstrating just how urgent the transformation of talent has become.
However, the education system, the foundation for the expertise and training of the professionals in
These figures are very important for companies. But what are they doing about it? Many studies and the labour pool, has not yet adapted to these new demands and the rapid spread of these new fields
surveys reveal very positive data on the firm commitment by our companies to attend to this market of knowledge. It is also worth noting that these new disciplines go beyond theory, and that attitude
and the changes it has brought. For example, there is increased investment in advertising, website and specific skills are just as important.
creation, and a long list of similar figures.
The traditional gap between universities and the business world is widening in the case of digital
However, the real situation shows that these optimistic statistics should be taken with a large pinch of business, as the labour resources now available are not enough to meet the demand of organisations.
salt because many of these companies do not really understand exactly how to approach the digital
transformation process. The EU’s baseline for monitoring the digital transformation of European society is the Digital Economy
and Society Index (DESI). Through its five indicators: connectivity, human capital, use of Internet,
The term “transformation” alludes to deep changes within an organisation, while “digital” refers to integration of digital technology in businesses, and digital public services, the European authority can
making full use of the potential of technology (especially technologies for generating, storing and assess the level of digital performance of member states.
processing data); therefore, digital transformation consists of deep changes within a company which
sometimes involves changing the business model by using the full potential of new technology.
However, contrary to what most of the market believes, digital transformation does not mean just
implementing technology. The end goal of this process is to adapt as well as possible to the new
0.7
scenario, characterised by new market requirements and new consumers, and looking for
competitive advantages. 0.6
So this is a transformation which should involve all the company’s talent, all its departments, and 0.5
above all, its strategic management. And this requires changing the culture, and training. Thus,
0.4
digitising talent is the key to the success of this process.
0.3
0.2
0.1
DK NL SE FI BE UK EE IE DE LU MT AT LT PT EU28 ES FR CZ SI LV HU SK PL CY HR IT EL BG RO
Connectivity Human Capital Use of Internet Integration of Technology Digital Public ServicesThe outlook for Spain seems good: while it is positioned just below the average, with similar figures to So where do we need to catch up? The EU’s recommendations for helping European society move
France, well above Italy and well below the UK, it is one of the countries where digital technology is towards digital transformation set out a process in four stages:
spreading most rapidly, alongside Croatia, Italy, Latvia, Romania and Slovenia.
▪ Raising awareness on the need for change, and its top-down, inside-out management.
In fact, one of our economy’s strong points is the value given to all government initiatives and efforts
to give citizens digital access to public services and official bodies. ▪ In-depth analysis of the real social gap in expertise, technologies and skills, in order to prepare
society in these aspects.
▪ Fostering these skills at all professional levels.
▪ In order to finally create jobs and value for society.
Spain is going digital fast The key levers for this change and for creating digital leadership are technology, business and
strategy. Technology, because we need to know which technologies enable us to be more productive
and efficient, make informed decisions, and use them in all company departments and processes.
1. Connectivity Business, because digitisation must take place in all companies, the true managers of change through
their culture, methodology and relationship with the market. Strategy, because the
recommendations of the European Commission talk about a different kind of leadership, which
focuses on the customer, problem-solving, and the ability to manage a multidisciplinary, offshore
workforce.
The bottleneck where digitisation stumbles and slows down is talent. New talent requires expertise
2. Human with new tools and digital business flows, as well as a temperament which disrupts the normal
5. Digital Capital employment relationships and organisational structures in order to favour initiative, teamwork, the
Public ability to adapt, lifelong learning… digital talent which comes from the existing ranks of professionals,
Services but is ready to analyse, understand, and lead projects in this environment.
For companies, identifying this talent is a challenge, but professionals too must take on the role they
want in the unstoppable digital transformation process which is now going on all around us.
4. Integration of Digital 3. Use of Internet
Technology
EU Average ES3 Study: Who is getting digital skills in Spain? Professionals aged 32 to 44 are
at the forefront
In an environment where every aspect of the job market has changed, increasing numbers of The group with the least involvement in the digitisation process, by a large margin, is the
professionals are taking the initiative and transforming their own profiles in order to take control over-45s: they make up only 12.81% of the professionals taking training. However, 90% of them
and reinvent their careers, positioning themselves as true agents of the change to digitisation. are managers or executives, and thus this group holds most of the responsibility for digitisation in
the companies where they work.
12.8%
AGE
45-57 6.7% 3.3% 23.3% 66.7%
37.7% AGE
32-44 19.5% 8.5% 29.7% 42.4%
AGE
22-31 52% 14% 30% 4%
Age Ranges
Employee Project Manager Manager Director
Age 22 - 31
Age 32 - 44
49.5% Age 45 - 57
By age range, professionals aged 32 to 44 are choosing to acquire digital skills, representing 49.5% of 9.2%
the people taking training. Their profile: over ten years of professional experience, and seeking to
Workers get training,
increase their expertise in digital disciplines. not the unemployed
90.8%
As the next graph shows, most of them hold positions of responsibility, 80.6%, and 42.4% are Far more employed professionals are getting
executive level. digital skills than unemployed: 90.8% of
trainees are in work, compared to just 9.2% of
Young people also make up a large percentage, 37.72%, although for obvious reasons, their positions unemployed professionals using the time Employed
are in lower categories. between jobs to improve their employability. UnemployedMostly on their own initiative 4 Digital Skills
Gender is not a particularly significant variable
in terms of professional digital skills. The ratios
of men to women are very similar, with No gender gap in expertise
slightly more women among professionals
with more than 20 years’ experience: 6.2
8.8% among women with over 20 years of digital expertise. Among professional with less than 20 years’
experience the trend is reversed, and men lead in digital skills.
Partial company grant
62%
54.3%
52.2%
Average Digital Expertise
57.4% 33.8% (out of 100%)
46.9%
Personal resources Full company 45.1%
grant
Men
42.9%
Women
Most programmes respond to the personal initiative of the professionals, who pay for their own
training in 57.4% of cases, and regard it as a way to improve their skills, not only to digitise the
company where they work, but for personal development in different future projects. Range of years
of experience 1-10 11-20 21-30
This detail should give organisations pause for thought about their training and talent
development systems. It shows that professionals decide for themselves to take courses, and do 45.4%
Men
so outside the company’s own training programme. The data also show that as well as choosing The disciplines where women have most expertise are:
to take extra training, the professionals bear the costs themselves. This trend should be seen as search engines, e-commerce and social media.
an opportunity to improve the training programmes and resources offered to professionals who Meanwhile, men state they have more expertise in mobile
want to acquire digital expertise and new qualifications in this business area. technology and digital marketing. In general, professionals
taking training are starting from a baseline of limited skills, 54.6%
but are already in a process of change. WomenDesign and Technology, the least understood 5 Professional Category Executives take the
most courses
Graph by area of knowledge and gender
Digital Marketing 72.5%
Strategy 68.7%
57.9%
Search Engines
57%
55%
Mobile
51%
27.2%
67.6%
48.8%
Average Digital Expertise (out of 100%)
Social Media Manager
66.7%
Employee
Analytics 51.2%
48%
71.7%
13.1%
E-commerce Director
72.7%
49%
Technology 45.5%
10.9%
Project Manager
Business 86.7%
81%
40.6%
Design and Content
39.8% Most training designed to support people’s digital transformation focuses on lower level employees,
who take 48.8% of courses. However, the 13.1% of courses being taken by executives is very high
53.4% Men when compared to the size of this group in the
Advertising
53.9% Spanish population in 2016: just 4.07% of active workers are executives (according to the INE), but
Women
their ratio among trainees is three times that, positioning them as the professional group taking the
Average grade,
Digital 55.1% men most training.
Entrepreneurship 51% Average grade,
women We can conclude that managers and executives are aware that they need to be ready to face digital
challenges in their companies, and are also aware of their own skill levels. The following graphs show
57.5% 59.1% how management levels score the lowest in digital expertise.
Leaving aside business skills, where there is a basic component of offline subjects, the only digital If we analyse the different disciplines, Spanish executives have mastered the areas of business,
disciplines where they earn a passing score are marketing strategy (7.1), e-commerce (7.2) and social finance, commercial, sales, and marketing, but are less prepared in digital and online matters. This is
networks (6.7). It is curious to note that design and content is the area where scores are lowest, given where their weaknesses lie.
the importance of content in companies’ social media presence and marketing. Technology, analytics
and mobile also score poorly.Total score Total score
58.9 59.2
EMPLOYEE MANAGER
Digital Mkt Strategy 70.8% Digital Mkt Strategy 70.6%
Search Engines 61.1% Search Engines 56.7%
Mobile 54.6% Mobile 50.7%
Social Media 64.1% Social Media 69.2%
Analytics 47.8% Analytics 51.9%
E-commerce 79.3% E-commerce 74.8%
Technology 37.8% Technology 39.2%
Business 72.3% Business 90.1%
Design and Content 35.6% Design and Content 40.3%
Advertising 45.8% Advertising 53.8%
Total score Total score
59.2 52.7
PROJECT MANAGER DIRECTOR
Digital Mkt Strategy 70.5% Digital Mkt Strategy 65%
Search Engines 58% Search Engines 42.6%
Mobile 49% Mobile 45.5%
Social Media 72% Social Media 65.3%
Analytics 53% Analytics 51.8%
E-commerce 72.5% E-commerce 65.6%
Technology 35.8% Technology 36.9%
100%
Business 83.3% Business
Design and Content 43.8% Design and Content 43.1%
Advertising 63.5% Advertising 49.5%Communication and Consultants are the best
6 Departments marketing in the lead 7 Sectors trained
Luxury Goods 1.1%
Chemicals 1.1%
Legal 0.8%
Energy 1.7%
Associations 1.7%
Finances 1.1%
Engineering 1.7%
Administration 1.1% Automobiles 1.7%
Insurance 2.2%
Technology and IT 1.4% Employment Agency 2.8%
Technology 2.8%
Management 2.3%
Property and Construction 2.8%
Human Resources 2.8% Tourism and Transport 3.3%
Health Care 3.3%
Business Development 4.6% Digital Native 4.4%
Telecommunications 4.4%
Operations 6.6%
Education 5.5%
Digital 13.5%
Banking 5.5%
Others 6%
Commercial and Sales 20.5% Media 7.7%
Distribution and Retail 8.2%
Communication and Marketing 45.4% Consumer Goods 8.2%
Media/Advertising/
Communication Agencies 9.9%
Auditing / Consulting 14.3%
Communication and Marketing are clearly the best-trained departments; 45.4% of courses are taken An analysis by sectors shows Consulting far ahead of the others in terms of the level of digital training
by these professionals, very probably because companies consider their online positioning and social of its professionals, with ratios more than 30% above the next sector, Advertising. Although the
media presence to be important. percentages are lower, areas of activity such as Distribution and Retail, Consumer Goods and
Communication are already showing signs of a commitment to digitisation. We see the other side of
With this in mind, there is disappointingly low involvement by personnel from: HR, whose work the coin in industries like Insurance, Luxury Goods, Cars, Energy… sectors where the Internet has had
attracting, retaining and training digital talent is a fundamental part of the digitisation process (2.8%); a huge impact, but nevertheless are seen to be lagging behind in digital transformation.
and Technology (1.4%) and Management (2.3%), both essential for a successful digital transformation
of their companies.7 Methodology
The report on Digital Skills among Spanish Professionals is a statistical study using quantitative
methods. It was based on an online questionnaire with pre-coded closed questions.
Target
Age: 22 - 57.
General public. Women and men.Employed and unemployed.
They all received training in digital skills in the last 18 months (after completing the
questionnaire). The margin of error is ±2.9%.
Technical Data
Confidence level: 95.5
In unfavourable sampling conditions: p=q=0.5
Infinite universe >100,000 individuals
Maximum sampling error: ±2.9%.
Tel. 900 814 144
Population @ISDI_edu
Aged 22 to 57: 23,925,719
Sample: 1,162 questionnaires.You can also read
