LinkedIn has published its latest analysis of skills on the rise in marketing for 2026, revealing critical trends in professional skill development based on what marketers are adding to their profiles and what employers are actively seeking in new hires. The research combines data on skill adoption with hiring success metrics, providing a comprehensive view of both current professional development priorities and actual employment demand.
As LinkedIn puts it:
The way we work, hire and advance is being redefined in real time. Fueled by AI, traditional career paths are giving way to “new-collar” roles that prioritize hybrid, adaptable skills over linear resumes or traditional degrees. Employers are following suit, increasingly evaluating candidates based on their capabilities — not just where they’ve worked or studied.
From technical AI skills like prompt engineering and data annotation to people-oriented communication skills like public speaking and stakeholder management, this list highlights the areas that professionals are increasingly prioritizing and employers are actively hiring for.
Performance analysis emerged as the top marketing skill for 2026, reflecting the industry’s continued emphasis on data-driven decision-making. The skill encompasses effective measurement of marketing activities to understand what worked and what didn’t, using those insights to inform future strategies that achieve business goals. This focus underscores how modern marketing increasingly depends on rigorous analysis and metric-driven optimization rather than intuition or traditional approaches.
AI literacy claimed the second position on LinkedIn’s list, signaling the profound impact artificial intelligence is having across the marketing profession. As AI tools become embedded in marketing workflows, from content creation to audience segmentation to campaign optimization, the ability to understand and leverage AI capabilities has become essential for competitive professional performance. The inclusion of AI literacy so prominently reflects both the rapid integration of these technologies and employer demand for professionals who can work effectively with AI-powered tools.
Social Media Branding secured the third spot on the skills ranking, highlighting how companies continue to lean on marketers to help their brands stand out in increasingly crowded digital markets. Community Engagement followed closely at number seven, further demonstrating the premium placed on skills that build genuine connections with consumers across platforms. Together, these social media-focused skills indicate that as digital channels proliferate, the ability to craft distinctive brand identities and foster authentic audience relationships remains invaluable despite the rise of automation and AI.
LinkedIn’s methodology combines profile data, i.e., showing what skills marketing professionals are developing, with hiring success analysis, which measures how quickly professionals with specific skills get hired relative to their peers. This dual approach provides more predictive value than simple trending lists, offering insight into both what professionals believe they need to learn and what employers are actually rewarding in hiring decisions.
The research also reveals regional and sector-specific variations, with LinkedIn publishing dedicated skills lists for the U.S., Europe, the U.K., India, Australia, and other regions to provide more localized guidance for marketing professionals. This segmented approach recognizes that skill priorities vary significantly based on regional market conditions and industry-specific demands.
LinkedIn announced that LinkedIn Learning courses related to the highlighted skills will be available for free until March 23. This allows marketers to immediately access training and development resources focused on the most in-demand skills, helping them align their capabilities with current employer expectations and enhance their career prospects based on what the job market is actively seeking.
You can read the full LinkedIn marketing skills report here.
