Employers today seek creative, marketing and communications applicants who possess the following:

• Both digital and traditional knowledge. As companies continue to increase their digital marketing efforts and develop more integrated campaigns, they seek professionals who combine traditional marketing backgrounds and management experience with extensive knowledge of new media platforms.
• Flexibility. Technology and cultural trends continue to alter the platforms companies use to reach target audiences. Since these changes tend to occur rapidly, adaptability has become an increasingly important trait hiring managers seek in new talent. Versatility is particularly important for in-house creatives because they typically work on a broad range of projects, from advertising and motion graphics to brochures and logo designs and displays.
• Social media expertise. Businesses expect entry-level marketers to have demonstrated ability to build buzz using social networking tools such as Facebook and Twitter. Even when hiring for creative and marketing positions that don't directly involve social media, firms prize job candidates who understand how to use these tools effectively.
• Hybrid skills. Individuals with diverse skills that complement each other are highly sought by employers. For example, a web designer with front-end coding skills who is also savvy with search engine optimization and search engine marketing practices is very marketable.