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Job outlook for digital product managers in the United States
Digital product manager job growth summary. After extensive research, interviews, and analysis, Zippia's data science team found that:
The projected digital product manager job growth rate is 10% from 2018-2028.
About 33,700 new jobs for digital product managers are projected over the next decade.
Digital product manager salaries have increased 8% for digital product managers in the last 5 years.
There are over 4,455 digital product managers currently employed in the United States.
There are 129,203 active digital product manager job openings in the US.
The average digital product manager salary is $98,127.
Are digital product manager jobs in demand?
Digital product manager job and salary trends over time
Digital product manager jobs over time
Digital product manager job growth rate over time
| Year | # of jobs | % of population |
|---|---|---|
| 2021 | 4,455 | 0.00% |
| 2020 | 4,320 | 0.00% |
| 2019 | 4,215 | 0.00% |
| 2018 | 3,844 | 0.00% |
| 2017 | 3,500 | 0.00% |
Average digital product manager salary over time
Digital product manager salary by year
| Year | Avg. salary | Hourly rate | % Change |
|---|---|---|---|
| 2026 | $98,127 | $47.18 | +3.9% |
| 2025 | $94,455 | $45.41 | +1.9% |
| 2024 | $92,688 | $44.56 | +1.6% |
| 2023 | $91,266 | $43.88 | +0.8% |
| 2022 | $90,541 | $43.53 | +1.9% |
Digital product manager jobs by state
Most common states for digital product managers
| Rank | State | Population | # of jobs | Employment/ 1000ppl |
|---|---|---|---|---|
| 1 | District of Columbia | 693,972 | 518 | 75% |
| 2 | Vermont | 623,657 | 238 | 38% |
| 3 | Washington | 7,405,743 | 2,580 | 35% |
| 4 | Rhode Island | 1,059,639 | 338 | 32% |
| 5 | Massachusetts | 6,859,819 | 2,158 | 31% |
| 6 | Utah | 3,101,833 | 937 | 30% |
| 7 | Oregon | 4,142,776 | 1,184 | 29% |
| 8 | New Hampshire | 1,342,795 | 351 | 26% |
| 9 | California | 39,536,653 | 9,907 | 25% |
| 10 | Delaware | 961,939 | 239 | 25% |
| 11 | Minnesota | 5,576,606 | 1,318 | 24% |
| 12 | Colorado | 5,607,154 | 1,217 | 22% |
| 13 | Virginia | 8,470,020 | 1,812 | 21% |
| 14 | Illinois | 12,802,023 | 2,575 | 20% |
| 15 | Montana | 1,050,493 | 208 | 20% |
| 16 | New Jersey | 9,005,644 | 1,725 | 19% |
| 17 | New York | 19,849,399 | 3,422 | 17% |
| 18 | North Carolina | 10,273,419 | 1,715 | 17% |
| 19 | Wisconsin | 5,795,483 | 987 | 17% |
| 20 | Connecticut | 3,588,184 | 621 | 17% |
Most common cities for digital product managers
| Rank | City | # of jobs | Employment/ 1000ppl | Avg. salary |
|---|---|---|---|---|
| 1 | Frankfort | 9 | 32% | $89,835 |
| 2 | Annapolis | 11 | 28% | $87,687 |
| 3 | Lansing | 13 | 11% | $106,967 |
| 4 | Springfield | 10 | 9% | $98,509 |
| 5 | Hartford | 10 | 8% | $100,118 |
| 6 | Atlanta | 18 | 4% | $74,272 |
| 7 | Baton Rouge | 10 | 4% | $80,602 |
| 8 | Chandler | 9 | 4% | $98,685 |
| 9 | Des Moines | 8 | 4% | $85,634 |
| 10 | Boston | 20 | 3% | $107,019 |
| 11 | Sacramento | 13 | 3% | $135,802 |
| 12 | San Francisco | 15 | 2% | $138,889 |
| 13 | Chicago | 20 | 1% | $100,717 |
| 14 | Phoenix | 17 | 1% | $99,085 |
| 15 | Indianapolis | 11 | 1% | $88,305 |
| 16 | Denver | 10 | 1% | $83,958 |
| 17 | Washington | 10 | 1% | $87,097 |
| 18 | New York | 13 | 0% | $110,127 |
| 19 | Los Angeles | 10 | 0% | $122,581 |
Digital Product Manager job outlook: Expert opinions
Our panel of digital product manager experts
University of Houston - Downtown
West Los Angeles College
Berea College
California State University - Stanislaus
Gulf Coast State College
Seattle University
Miami University
Wisconsin School of Business, University of Wisconsin-Madison
Augsburg University
Prairie View A&M University
Eastern Washington University College of Business
Kansas State University
Metropolitan State University of Denver
University of Central Missouri
Indiana University
Hawaii Pacific University
What general advice would you give to a Digital Product Manager?
Rich Johnson: Most job titles have a similar salary. Sometimes the salary is better in urban spaces where the cost of living is higher as well. Before I would assess salary, I would look at the cost of living and your monthly budget to build your personal requirements. You usually need to begin work in a starting salary position, but that doesn't mean that you need to stay there for long. When you get into a role, go all in. Master everything that is asked of you and start providing ideas to solve problems. Your value isn't just your ability to complete a task, it is your ability to provide value and creative solutions. Make sure that you retain credit for your contributions and stay positive. Building value in your role is key for job security and growth. Another part of the ladder of salary growth is self advocating for raises and knowing when you have hit the ceiling in your present position. If you do hit a plateau, the options are to pursue a new role or consider taking your skills to another business. One of the most effective growth tools that I have had in my career has been through freelance. If you have the bandwidth, consider taking on some freelance work. This will build skills and new connections that can lead to your next opportunity.
What Digital Product Manager skills would you recommend for someone trying to advance their career?
Rich Johnson: One of the most difficult positions can be the beginning. But, the most potential starts there as well. Once you start down a path, inertia and career trajectory could keep you on that path for a while. Choose wisely... Always be curious and have an open mind. Try something for a while. Learn new skills, gain perspective and let the path unfold before you. A lot of jobs ask for a student to have work experience before they are willing to hire. This creates a dilemma too. One piece of advice that I give to my students is to do volunteer work in the direction that they would like their career to go. If you like the music industry, volunteer to create designs for the musicians and stages. Replace your college portfolio with work that involves collaboration and connects you to the community. Maybe your HR team might have seen that show and was impressed with your work. It can be hard to know when doors will open. The most important thing is to keep going. Don't let setbacks stop you.
What will help Digital Product Managers increase their earning potential?
Rich Johnson: Digital media covers a lot of mediums and requires many skill sets (print, static online, animation, interactive). The print arm is a lesser component although still valuable in the scope of marketing. Smartphones, tablets and gaming have moved a lot of digital into a customer expectation of interactive and customizable content. The present model of career specialization in a certain aspect of this spectrum of skills is changing. The age of the generalist is becoming more of a reality as design tools are becoming more accessible and A.I. is assisting in the more complex tasks. I would say that someone working in digital media will need to focus more on the big picture of design, predicting trends and developing solutions from a point of view with perspective. It will be even more important to understand the needs of a system from the top down and provide solutions that enhance that system. This might be through partnering with marketing and sales to conceptualize solutions, pitching product ideas and other functions related to creative and art direction. And be curious, all of the time. Keep up to date with everything that is happening. Take classes, watch tutorials, read articles and be obsessed with the breakneck rate of change. Digital media is constantly changing and possibilities are always expanding. It can be near impossible to be a master of all of these trajectories, but you can understand them well enough to bring in a specialist when the challenge requires it. This is where I predict that A.I. will be a major paradigm shift. There will be a time when you will ask the system to solve a problem, and you can choose what parts of the process that you want to control. So to boil it down... Develop a well rounded set of skills Further develop specialist level skills where you excel Keep on top of change and keep a thirst for learning Strengthen your connection to problem solving and creative innovation Keep an eye on the future predicting what might be around the bend
What general advice would you give to a Digital Product Manager?
Dr. Kaley Martin M.A. '16: For Digital Media degree graduates whether that’s in my field, Mass Communication, or other fields such as Communication Studies, Digital Filmmaking, Marketing, Social Media, etc. graduates need to have strong work portfolios entering the field. To gain that experience and portfolio work, I encourage students to join academic organizations that align with those interests and also turn every class assignment into an opportunity to gather portfolio work! I think at times students think “this is for a class only”, but really these are great opportunities to double-dip and get portfolio pieces while also completing your course work. Additionally, as much as you can, outside of the classroom create content in whatever medium fits your field of interest. Keep growing and practicing your craft so that your skills are continually worked like building muscle in a sense. Finally, entering the field, do not think your learning stops when you graduate. Our field is changing rapidly and constantly so you need to be plugged in to reputable organizations and resources that help you consistently grow in your chosen digital medium area to always be forward-thinking and able to move forward with our digital media ecosystem.
What Digital Product Manager skills would you recommend for someone trying to advance their career?
Dr. Kaley Martin M.A. '16: As much as it pains me to say, artificial intelligence will be something to not only be familiar with, but something you need to take time to learn in whatever way that fleshes out for your area in the industry. AI content generation is NOT something I think we should be leaning in to because true creativity and talent is something uniquely human and what you are trained to do through your education, but knowledge of how AI affects your area is very important. For instance, be able to spot AI-generated content, be able to notice misinformation among AI-generated content, and be familiar with the processes and players in this space. Eventually, you’ll be hiring and you want to be able to spot a fake portfolio as well. Learning trends, developing that creative eye, and finding new, unique ways to create content is not going to come from AI any time soon, so I encourage new entrants to the industry to be trained professionals that can recognize when these technologies are in use and abused. Like a tool, they have their place, but a hammer did not build the house for the architect. The architect designed the house and the hammer helped execute that design plan so is AI as a tool for our field.
What will help Digital Product Managers increase their earning potential?
Dr. Kaley Martin M.A. '16: The most important thing when negotiating salary in Digital Media fields is knowing your worth and pricing accordingly. So many freelance artists and newcomers tend to take lower salaries and rates due to creative work being culturally underpriced, but knowing you own worth and doing research will help you have those negotiation conversations. Additionally, knowing your worth means providing true value to those hiring you by showing you are bringing true skill, strategy, and artistry to the table — not just a degree. How are you using that degree to advance and innovate the field? My degree from the University of Montevallo, for instance, taught me as an undergraduate to be a consistent learner and be watchful of the changing tides of my field due to my university’s foundation in the liberal arts. Liberal arts foundations immerse students in not only their given area, but also expose them to diverse areas in the arts, sciences, humanities, business, and more. That allowed me to always examine how these areas intersect with my own and has made me a dynamic, sought-after, and decorated professional now. So, even if you are not coming from a liberal arts background, have that mindset about you on how I can show my true value to the employer and what I bring to the table that’s unique, different, and worth the money you are asking for. Also, if you are considering a degree in Digital Media, I strongly encourage you to research the paths we have for you here at the University of Montevallo.
Dr. Richard Conde Ph.D.
Assistant ProfessorUniversity of Houston - Downtown
Marilyn Davies College of Business
How have salaries changed over time for Digital Product Managers?
Dr. Richard Conde Ph.D.: - There is a small trend in sales to minimize variable comp and increase salaries. There are a few (15 or so) Silicon Valley companies limiting commissions and focusing more on salaries
- You see a correlation between higher salaries and more complex sales processes. I see that trend continuing as more transactional sales will be automated
- Increase in pay for inside sales agents as more and more sales are being handled by inside sales agents (thanks to tech and change in buying behaviors)
What are the biggest trends we'll see in the Digital Product Manager job market given the pandemic?
Dr. Richard Conde Ph.D.: You are already seeing these trends, which will increase in the months to come:
- More remote work away from an office. Flexibility will be key for employees with more control over their time and schedule
- The increase of video in all stages of a business. We feel more comfortable communicating via all the video communication options
- More application of AI and machine learning. Companies are finally figuring out its better to work smart
- Automated personality identification. For example, Crystal Knows can provide a person's DISC profile based on an individual's LinkedIn profile. This type of information will be used by recruiters to determine fit, plus at all other departments
- Training at all levels to accommodate virtual, technology, and cultural changes
- The need for individuals at all levels of an organization to possess (based on the level) analytical skills. Data is king and there is more and more demand for individuals who can identify, interpret, and implement decisions based on complex data analysis.
What soft skills should all Digital Product Managers possess?
Dr. Richard Conde Ph.D.: The need for soft skills are consistent through time. With our societal focus on social media, texting, emojis, etc. It appears to me companies are looking for the following:
- Active listening skills
- Willingness to be self-reflective and accept feedback
- Accept different perspectives. The collision of ideas creates knowledge
- Communicate to the listener (at their level). Flex communicators
- Cultural intelligence. Demographics changes will require better understanding of team member's, boss', customer's, etc. cultural context
Will there be an enduring impact of the coronavirus pandemic on Digital Product Managers?
Anthony Cuomo: We have changed the ways in which we communicate with each other. Now, more than ever, we know that technology is pervasive and has revolutionized the way we communicate personally and professionally. Virtual interviews, online group meetings and presentations are the new norm. Job seekers who are able to communicate effectively online will have an advantage in our new context. I don't think Zoom meetings or Skype are going away any time soon. So, practicing how to sustain eye contact with a camera, being personable and communicating enthusiasm virtually will set you apart from other applicants.
What's a good job out of college for Digital Product Managers?
Anthony Cuomo: A job that you are passionate about and helps you begin your journey. Pursue jobs that spark your interest and also provide opportunities to learn, grow and seek out mentorship. Think long term and how you a strengthening your professional foundation while also providing opportunities to support yourself and your lifestyle.
What will help Digital Product Managers increase their earning potential?
Anthony Cuomo: Personally, every unpaid opportunity I pursued early on in my career led to a paid opportunity in the future. We should know our worth and expect our labor to be compensated, but we should also look at the bigger picture and identify service opportunities, volunteering and working outside of our required job duties provide new prospective, skills and a chance to develop our resumes. It pays off in the future.
J. Ian Norris Ph.D.
Professor of Marketing and Fellow, American Council on EducationBerea College
Economics and Business Department
Will there be an enduring impact of the coronavirus pandemic on Digital Product Managers?
J. Ian Norris Ph.D.: There is little doubt that workers will continue some of their work remotely. This was a trend already underway before the pandemic that was greatly accelerated during the pandemic. In marketing specifically, many businesses had to shift business to online that had not been online before. It is likely that this will also have a lasting impact on how business is conducted. This was particularly true in the service industry and in arts and entertainment. The big take-home lesson for marketing graduates is that digital literacy has never been more important. All marketers are digital marketers, to some degree or another, today.
What certifications/licenses/courses can have the biggest impact for Digital Product Managers?
J. Ian Norris Ph.D.: Digital marketing skills are essential for any area of marketing. Luckily there are many online certifications available for this purpose. On the research side, Google Analytics offers a certification. It will also be valuable to know the analytics platforms on social media sites such as facebook, Instagram, and TikTok. Conversely, all of these sites also offer training on digital advertising and promotion, such as Google AdWords. Any coursework in digital marketing that provides instruction in Search Engine Marketing (SEM) will also be highly valuable. Finally, digital video and editing skills are also quite valuable, as all kinds of companies and organizations are using the short video format for storytelling and brand advertising.
What will help Digital Product Managers increase their earning potential?
J. Ian Norris Ph.D.: No matter what area of marketing you are working in--in fact, no matter what job you are working in at all, statistical literacy is essential. There is so much data out there that data literacy will confer significant competitive advantage to those who can leverage it. This doesn't mean everyone has to be able to do regression modeling, but being able to interpret correlational patterns and draw actionable meaning from it will be a foundational skill. A big bonus would be some basic coding skills. Finally, it is worth mentioning that while most social media marketing still happens on Facebook, it will be essential to know platforms such as Instagram and TikTok for any products or services targeted to younger consumers.
Will there be an enduring impact of the coronavirus pandemic on Digital Product Managers?
Dr. Veronica Radeva Dawson Ph.D.: According to Nicholas A. Christakis, the author of "Apollo's Arrow: The Profound and Enduring Impact of the Coronavirus on the Way We Live," the coronavirus pandemic will have long lasting impact on the economy, new graduates job market, and the processes of doing work for everyone (among other things). While we are already hearing about projections of the economy coming back stronger than ever in late 2021, those seem to refer to the stock market, and the stock market isn't the job market. I expect that our graduates will have a harder time getting that first professional position as companies are trying to figure out how work will be done, especially in the near future. So, my advice is to remain flexible and focus on gaining experience, even if it happens that it isn't in a graduate's "dream career." Communication remains the top skill sought after by employers, regardless of occupation (see for example, LinkedIn's 2020 Grad Guide to Getting Hired ) and our graduates are obviously in a unique position to claim expertise in this area.
What's a day at work look like for a Digital Product Manager?
Dr. Veronica Radeva Dawson Ph.D.: A day at work for a recent graduate could look much like a day at school, if the student went to one of the universities where instruction remained virtual. Most job ads at this time, still come out as "temporarily offsite," which means that new hires would work from home. And while recent graduates might have the hang of using Zoom or Microsoft Teams to get their work done, working remotely comes with its own set of challenges. Perhaps most relevant for a new hire is the different onboarding experience and the absence of traditional socialization activities and learning processes (onsite trainings, social gatherings, and impromptu Q&A sessions with co-workers). I think that this precisely (remote organizational socialization) would be one of the biggest challenges for companies that choose to embrace a remote workforce for the foreseeable future. Additionally, familiar challenges from the virtual classroom would remain, such as mastering time management, fostering self-motivation, and avoiding overwhelm and burnout.
What will help Digital Product Managers increase their earning potential?
Dr. Veronica Radeva Dawson Ph.D.: As the Internships Coordinator for our department, I have seen an increased demand for communication studies majors who are able to contribute in the areas of web design, videography, photography, and digital media/ graphic design, in addition to more traditional areas, such as public relations. So, I would recommend that prior to graduation students seek out opportunities to take courses that may help them in these areas. Not many Communication Studies programs offer such courses as part of their curriculum, although some might. One of the surest ways to increase earning potential, especially in a time of economic recession, is through more education. This could mean securing a spot in a graduate program where students can mature and hone their interests and skills. Over time, an employee with a graduate degree will earn more (money, opportunities) than someone without one. I do want to caution students and new graduates about going the graduate school route over the job experience route, however, as it comes with a cost, financial of course, but also in terms of work experience. To some degree, and especially early in someone's career, employers value specialized work experience over graduate education.
William Covington
ProfessorGulf Coast State College
Business and Technology Department
What are the biggest trends we'll see in the Digital Product Manager job market given the pandemic?
William Covington: In my opinion, the job market will continue to stagnate for smaller businesses especially. With the hike in what people can receive in unemployment and the ability to not have that amount taxed It is very probable to be able to live on income from unemployment and a stimulus check. The issue is not, "where are the jobs?" So many small businesses are looking to place people in entry level positions. However many students just out of a secondary institution are looking, or demanding a high salary position. Thus the implementation of the $15 minimum wage, which many small businesses just cannot do. There in lies the "catch 22."
What technical skills for a Digital Product Manager stand out to employers?
William Covington: Most employers understand that today's world revolves around technology. Therefore having a skill set that may include, web design and marketing of some kind, can be very valuable to an employer.
How have salaries changed over time for Digital Product Managers?
William Covington: I am not so sure that salaries have changed as much as tools of the trade and the skills needed to be proficient with those tools have changed. Salaries will always be based on 2 things. Educational experience and real world experience. The real determining factor of a salary is "who" the employer is and which type of experience they consider to be the most relevant.
Colette Hoption Ph.D.
Associate Professor of ManagementSeattle University
Albers School of Business & Economics
How have salaries changed over time for Digital Product Managers?
Colette Hoption Ph.D.: There is no one set path for a management student, so this question is difficult to answer. Regardless of field, I think most are wise to the negative impact the pandemic has had on business, and that has tempered most people's salary expectations, including salary increases.
As leadership is cornerstone of management education, to answer this question, one could look at the alarming rate with which CEO pay has not only increased, but also increased much more than the typical worker's salary. This is distressing because it drives greater inequalities in society. In response to the pandemic, many workers' salaries were cut and that included some CEOs' pay, but the amount of that pay cut for executives, as well as plans for how and when to restore compensation levels are increasing the volume on questions about fairness, trust in leadership and social justice.
What are the biggest trends we'll see in the Digital Product Manager job market given the pandemic?
Colette Hoption Ph.D.: A couple of things spring to mind: the nature of the labor force and the nature of work.
It is clear that the pandemic sent the unemployment rate soaring and certain industries (e.g., travel, eat-in restaurants) were hit particularly hard. But even as services begin to re-open, individuals are being necessarily careful and hesitant about their return to work. In my opinion, this is because (1) they fear that they may become infected and (2) childcare. There's been a significant drop of women in the labor force; while working parents of all genders were impacted by daycares closing and virtual schooling, childcare responsibilities traditionally fall into mothers' laps and quitting the workforce altogether is a response some might take to keep the family afloat.
With regards to the nature of work, because of the pandemic, organizations might have discovered that going remote permanently is the way forward. The possibility to work from anywhere in the world also means it is possible to compete for jobs with anyone from around the world. So, more competition with international job candidates is something I'd anticipate.
In light of the pandemic, many questions about the nature of work have arisen/resurfaced including the work-life separation, and skills required for remote working; I expect these topics are important for both job seekers and employers. I believe that the ways in which organizations responded to the health and wellness of its workforce is telling for prospective employees. So when trying to read an organization's culture, I wouldn't be surprised if job candidates were especially curious about the ways an organization adapted to the needs of its workers and addressed or pre-empted workers' concerns. On the flipside, I believe organizations will have a renewed appreciation and desire for prospective employees to talk about their resilience and esprit de corps during the pandemic. The stories of those who have dug deep to find the compassion and resolve to care for others in a time of need are inspiring; and we can hope that with the right support and resources, such citizenship stirs an entire organization into action.
What technical skills for a Digital Product Manager stand out to employers?
Colette Hoption Ph.D.: Stand-out technical skills likely vary by field. For example, when working with big data, database management, and data mining and modeling would be extremely important. I also imagine that programming skills would be an asset. Thinking of my field (Management) in particular, here are some technical skills that I'd emphasize: writing skills, proficiency in using collaborative decision-making tools, project management, and familiarity with productivity trackers. Finally, in an earlier question I noted that organizations may embrace more remote work; in that situation, I can see how critical it will be for managers to show that they can effectively establish goals, rally enthusiasm, coach and mentor employees from a distance. A lesson the pandemic has taught many organizations is that forging human connections in remote work is a challenge, and those who have developed the skills to do this are invaluable.
What's a day at work look like for a Digital Product Manager?
Patrick Lindsay: Sales is a good job out of college. Regardless of the company, the industry, the marketplace or geography, being in the customer interface is not only the best and quickest way to learn about a business but also to learn about business. They are exposed to the impact from and on all stakeholders. They learn about what a value proposition really is and the importance of Trust. They observe and learn the importance of relationships. And they grasp the importance of why over what and how. Finally, sales experience and success is almost universally transferable. Once a grad has a year to three developing competencies, skills and confidence, they can pursue virtually any other product or service in almost any company. They can pursue a next job in sales but also other areas like marketing, customer service, human resources, training, recruiting, et cetera. Employers are not emphasizing industry knowledge or experience like they once did. And many companies, from small local the largest global companies in their industries, insist their new college hires begin in sales (aka account management, business development, client acquisition).
Now, with the proper training (could be a major/minor but doesn't have to be if the graduate has developed a particular skill set) there are many available jobs for graduates that are technology-related. These are "good job" from a compensation and stability perspective. And any position with a global tech firm is a golden ticket.
What technical skills for a Digital Product Manager stand out to employers?
Patrick Lindsay: Most all employers expect full competency in creatively using technology for communications. By that I don't mean mobile devices or social media usgae. I mean a widespread working knowledge of technology tools (apps, software, etc). Employers are seeking those candidates who can convey thoughts, ideas, responses in a multi-faceted way. Basic competency in written correspondence is no longer enough. Employers want to see daily business communication not only contain demonstration of good writing (grammar, syntax, formatting) but also being able to create embedded images, video, and relevant web links to better communicate. And not just for a big fancy client presentation, but consistently in regular communication. Further, they want words supported by data; support words with numerical evidence. As such, advanced excel skills and real experience in data sources and extraction stand out to employers.
Similarly, they expect professional virtual audio-visual communication. It is not enough to just be on the Zoom call. The expectation is to be prepared, to be engaged, to be aware of the audio and video angles and backgrounds. To demonstrate active listening as well as enthusiastic, energetic, even animated talking. Body language and facial expression are even more enhanced in virtual communications.
If there was a positive outcome from being thrust into an academic world that was all virtual, it was the need to learn new technical skills, not only for classwork, but also for social interaction. This will not only be appreciated by employers, but for many, expected.
Will there be an enduring impact of the coronavirus pandemic on Digital Product Managers?
Patrick Lindsay: Absolutely, the pandemic will have an enduring impact on these upcoming graduates. Uncertainty is always part of the job search journey/process for future graduates. Uncertainty is now major Anxiety number one for them.
First, the recruiting process drastically changed and opportunities diminished in the past twelve months. Of course the process had to become virtual. But there has been more than a fifty percent reduction in the number of companies participating in career fairs. Further, those companies are anticipating a reduction in the number of available positions, or have said they will have none at all this year. Some only participated to keep their relationships alive with the universities.
Second, companies cannot commit to the full scope of work for new hires, nor the location... because they still don't know. Starting positions will still be virtual WFH. What does that mean for a college graduate? Move back home with parents? Some companies are anticipating a return this summer to office or other work sites that are bricks and mortar locations. Still others say they will stay virtual. Either way, few will commit to where a new graduate will be located. The common position is "We will see where our needs are when the time comes". Rarely have graduates not known the location of their first job.
Third, where millennials were the driving faction for flexible work environs and work from home, in less than one year, many upcoming Gen Z graduates have changed their perspective and are seeking opportunities to commute to work and interact with people in a live daily routine. They do not want to continue living in a virtual world. It took less than ten months to change a cultural movement. This will be a growing field of study for behavioral psychologists, sociologists and anthropologists.
Fourth, many grads are open to a wider bandwidth of positions and industries (other than those seeking a "professional" career in certification trades: accountancy, engineering, architecture, etc.) than they would have been one year ago. The uncertainty of supply always impacts the demand. Likewise, their career criteria and priorities seem to have changed, but in very inconsistent ways.
What's a good job out of college for Digital Product Managers?
Patrick Lindsay: Sales is a good job out of college. Regardless of the company, the industry, the marketplace or geography, being in the customer interface is not only the best and quickest way to learn about a business but also to learn about business. They are exposed to the impact from and on all stakeholders. They learn about what a value proposition really is and the importance of Trust. They observe and learn the importance of relationships. And they grasp the importance of why over what and how. Finally, sales experience and success is almost universally transferable. Once a grad has a year to three developing competencies, skills and confidence, they can pursue virtually any other product or service in almost any company. They can pursue a next job in sales but also other areas like marketing, customer service, human resources, training, recruiting, et cetera. Employers are not emphasizing industry knowledge or experience like they once did. And many companies, from small local the largest global companies in their industries, insist their new college hires begin in sales (aka account management, business development, client acquisition).
Now, with the proper training (could be a major/minor but doesn't have to be if the graduate has developed a particular skill set) there are many available jobs for graduates that are technology-related. These are "good job" from a compensation and stability perspective. And any position with a global tech firm is a golden ticket.
Sachin Tuli
Director, International Business MajorWisconsin School of Business, University of Wisconsin-Madison
International Business
What's a day at work look like for a Digital Product Manager?
Sachin Tuli: The pandemic accelerated ongoing shifts with work-from-anywhere and use of remote meeting technologies. With mass adoption at all levels, these trends are likely to persist to some degree across fields and industries. There will likely be less travel for a number of years, but concurrently we may see more cross-team and cross-national collaboration and coordination. From an international business perspective, firms do plan to continue their globalization efforts and we know that graduates themselves increasingly seek potential global opportunities and mobility when choosing which organizations to work for.
Will there be an enduring impact of the coronavirus pandemic on Digital Product Managers?
Sachin Tuli: Certainly there will be impact on graduates as there will be impact on society as a whole - but which impact? If economic, we serve students from a variety of national backgrounds, so depending on where our students go after graduation their local economy recoveries could diverge from the global average and that could effect both the job market and salaries. For instance, China is forecasted to continue recovering due to its proactive lock downs and ability to serve foreign markets through this past year. In the U.S., where the majority of our students stay, a strong vaccine program, safety net supports and stimulus will help ensure a recovery at large and likely a post-Covid bump. Though the recovery will be uneven, our students primarily head to medium and large firms that will be well poised to hire, or which may have experienced growth through the pandemic. There will be other impacts on personal finances, health and mental health, among others, that should also be considered. The pandemic has laid bare the inequities in society, and firms are pledging to help address these issues through various actions, such as diversity and inclusion initiatives, and proactive internal training and education.
How have salaries changed over time for Digital Product Managers?
Sachin Tuli: Our undergraduate international business program serves as a second major that is coupled with another business major; marketing, finance, and management are most common majors combined with international business. Initial career placement is driven by these first majors, with students using the knowledge and skills gained through the international business curriculum throughout their careers but often leveraging the major directly as they command more responsibility within their organizations. The Wisconsin School of Business continues to place our students competitively with starting salaries having kept pace with industry and peer schools; specific salary information by major can be found here:apps.wsb.wisc.edu
What are the biggest trends we'll see in the Digital Product Manager job market given the pandemic?
Robert Groven: The pandemic has created a realization that working at a distance really works. As a result, industries are already restructuring positions and offices. Less travel or no travel. Less office space but more technology-more portable, video, audio, and paperless technologies. The long-prophesied but never realized "paperless" office has finally arrived, and people will not go back. The big exception is education. In K-12 education parents, students and teachers have realized that distance learning is a dismal failure for most students.
But, in higher education, there are powerful financial and demographic forces continuing to expand the role of distance learning and adjunct instructors, despite the well-documented failures during the pandemic. COVID both accelerated higher ed's move to distance learning in the short term and slowed it in the long term. Administrators desperately want distance learning to work, but a whole nation of students and parents have now disagreed. Unfortunately, the distance learning train has left the station and has enough momentum to keep rolling, if more slowly, over the objections of incoming students and their parents.
What skills stand out on Digital Product Manager resumes?
Robert Groven: Across all industries, we are seeing a broad call for transferrable skills. Whether in STEM or the social services, employers want college grads who can speak well, write clearly, and solve problems. Ubiquitous automation and AI have erased the days when employers only wanted technical specialists. Now employers want students who are flexible, motivated, and creative.
Are there any particularly good places in the United States for Digital Product Managers to find work opportunities?
Robert Groven: The big problem for Communication Studies majors is the enormous array of jobs. Students start out aware of PR, advertising, sales, and marketing. But as they explore, they realize the field is vast and varied, which many opportunities in fields they didn't know existed. Some of the hottest fields now are social media entrepreneurship and PR, health care communication, video game design and promotion, and video production. Everyone needs content to fill the enormous digital spaces which have opened online, as executives realized that their business was moving online or at least, that 90% of their marketing budget was spent on digital. Just as cryptography and blockchain caused the need for mathematicians to explode, we are now seeing an exploding need for creative content creators in text, video, and audio.
Dr Rick Baldwin
Associate Professor of PracticePrairie View A&M University
Management and Marketing Department
What are the biggest trends we'll see in the Digital Product Manager job market given the pandemic?
Dr Rick Baldwin: -Employers seeking applicants who have demonstrated the use of social media to promote their ideas and interests.
-Employers seeking applicants with minors in a liberal arts degree or interdisciplinary degree or entrepreneurship that provides a comprehensive understanding of an issue.
What Digital Product Manager skills would you recommend for someone trying to advance their career?
Dr Rick Baldwin: I would recommend students to develop their creativity, problem-solving, self-awareness, need assessment, and opportunity awareness skills. I would recommend that students should travel to both developing countries and underdeveloped countries in this gap year. Traveling to these countries will allow students an opportunity to see how needs and opportunities are being addressed in areas with resources and without resources.
What general advice would you give to a Digital Product Manager?
Dr Rick Baldwin: To begin their career, I suggest that the graduate pursue their career as an entrepreneur. Based on the career interest, actually develop a business plan to launch this career as a business. I would use this as a platform in beginning the career as entrepreneur, consultant, or as an employee of a marketing organization.
William Martin Ph.D.
Associate Professor of MarketingEastern Washington University College of Business
Chair, Department of Finance and Marketing
What are the biggest trends we'll see in the Digital Product Manager job market given the pandemic?
William Martin Ph.D.: Knowledge workers have been among the least impacted by the pandemic since they can generally do much of their work remotely, and that seems likely to continue for the foreseeable future.
What skills stand out on Digital Product Manager resumes?
William Martin Ph.D.: Relevant work experience is always a big plus, and internships are a great way for students to obtain it. Employers are most interested in specific examples of actions that applicants took that had significant, demonstrable benefits for those they previously worked with.
Are there any particularly good places in the United States for Digital Product Managers to find work opportunities?
William Martin Ph.D.: Since the pandemic has forced many of the U.S.'s largest cities to lock down and the companies in them to work remotely, many marketing graduates may be able to find excellent work opportunities that do not require them to move at all.
What are the biggest trends we'll see in the Digital Product Manager job market given the pandemic?
Dr. Esther Swilley: I think that geographic location is going to change. Because many jobs that were not thought of as home-based really are. Companies are finding that the large office buildings that are costing them may not be needed. Employees now want to live where they want, which may not be near the company.
What technology do you think will become more important and prevalent for Digital Product Managers in the next 3-5 years?
Dr. Esther Swilley: Mobile technology was the trend for the last ten years, but now we need home-based technology. What is going to make "my space" a better "office space." This will also include mobile, as people set up offices in their homes, their kids/parents' homes, and in their vacation homes. Folding monitors, hot spots, of course, as well as more powerful machines that can handle each family member at the same time. It will also mean more cloud usage - both personal and professional use.
Will there be an increase or decrease in demand for Digital Product Managers in the next 5 years?
Dr. Esther Swilley: Marketing will see an increase. With the emphasis on analytics and sales, savvy marketing students will thrive.
Darrin C. Duber-Smith
Senior LecturerMetropolitan State University of Denver
Are there any particularly good places in the United States for Digital Product Managers to find work opportunities?
Darrin C. Duber-Smith: Focus on areas with low unemployment relative to the national average and other states. Overall, most professional jobs will follow the migration of skilled workers (look at Texas), and people overall are moving around quite a bit these days. The prospect of remote work changes the dynamic somewhat, but most jobs will still require some modicum of physical presence so geography does matter. Areas with lower cost of living and lower tax structures are particularly appealing to workers these days. In general, states (like most businesses) that were doing well before the pandemic will recover the fastest.
What are the biggest trends we'll see in the Digital Product Manager job market given the pandemic?
Darrin C. Duber-Smith: Rapid change will be the norm as industries reconfigure to address new attitudes and behaviors formed during the pandemic. Industries associated with leisure and travel will not only be slow to recover, but consumers very well might decide to make some changes permanent. I expect hospitality jobs will largely lose their luster among the under-40 crowd. So, a job-seeker's profession, which is really just a collection of skills and degrees applied to a specific industry, really does matter when it comes to the job recovery. Do you have a history or psychology degree rather than business, engineering, or hard sciences? That's going to matter more in the "new normal". Companies everywhere are reassessing what this new normal means to them, and their decisions, which will ripple across the professional world, will have profound changes on hiring that really have yet to emerge. Much remains to be seen.
What skills stand out on Digital Product Manager resumes?
Darrin C. Duber-Smith: Hiring managers are looking for specific accomplishments rather than generalized statements like "team player" or "motivated self-starter". Those self-descriptive terms have become hackneyed and have lost much of their meaning. Focus on hard skills (such as marketing planning or fluency with a particular software tool) as well as specific educational and career achievements you can identify. Degrees in the more rigorous majors are often just the beginning.
Joe Moore Ph.D.
Professor of Communication Program Coordinator, Digital Media ProductionUniversity of Central Missouri
Department of Communication
What are the biggest trends we'll see in the Digital Product Manager job market given the pandemic?
Joe Moore Ph.D.: I think we are going to see a lot more unique content that is created through programs like Zoom. I also believe we are going to see more innovation. Digital media students and professionals are creative, and they have a hard time sitting still. I believe they'll keep telling stories, which means we could well see an uptick in blogging and podcasts. I think the storytelling will continue.
What skills stand out on Digital Product Manager resumes?
Joe Moore Ph.D.: Well, first I would strongly urge them to reconsider taking a gap year. If we are in a pandemic and go into another shutdown, where are you going to work? If you're thinking you'll just go to school at a community college and work on your gen eds, how are you going to do that if they are shut down, too? But, if they DO take a gap year, I would encourage students to work on their writing. That's the skill we see that students struggle with the most, and in talking with employers, it is the one skill that really sets applicants apart. And don't just "write". I mean, start a blog to write about your experiences, practice writing scripts, cover some news in your area, yes. But practice writing WELL. Go to https://owl.purdue.edu/ and do some writing lessons to practice proper grammar. Texting and emails have killed proper writing because it is not expected, but if you have good grammar, spelling, punctuation, and capitalization (basic writing skills) AND can tell a good story, just like that you've set yourself apart.
Are there any particularly good places in the United States for Digital Product Managers to find work opportunities?
Joe Moore Ph.D.: Don't take just anything, but don't look for the one ideal job either. Now is not the time to be picky. The longer you are out of the field after graduation, the less employable you become. Even if you have to start part time somewhere (in this field we are seeing more and more students start out in freelance, which can be very fun and very lucrative), get your foot in the door. Start building your professional resume and demo reel.
What are the biggest trends we'll see in the Digital Product Manager job market given the pandemic?
Davide , Ph.D. Bolchini Ph.D.: In the prospering User Experience (UX) economy, I see more and more "remote" UX internships offered to our students and "remote" UX full-time job opportunities offered to our graduates. Both graduates and employers are more comfortable establishing remote working collaborations, which are becoming now the norm more than before, due to the disruption in the traditional office-bound workspace that COVID brought to the marketplace.
What skills stand out on Digital Product Manager resumes?
Davide , Ph.D. Bolchini Ph.D.: In my experience, our most successful MS HCI graduates (https://soic.iupui.edu/hcc/graduate/hci/masters/) take the time to put together a compelling online portfolio that showcases their project experience and skill set in action, as applied to specific research opportunities they had with faculty or projects they worked on during their UX internships in the industry. The personal brand of UX junior professional can be greatly enriched when the portfolio includes not only what the student has done, but why and what was the design rationale behind the process and the results, what was the larger context and goal of the project (especially in large collaborative projects), and what was the specific role and contribution of the student. The discussion about the portfolio of a candidate has become a key ingredient of the interview for UX jobs, besides other important activities such as UX design exercises or remote assignments.
Are there any particularly good places in the United States for Digital Product Managers to find work opportunities?
Davide , Ph.D. Bolchini Ph.D.: With the many remote work opportunities for our MS HCI graduates, physical location is less relevant than before, and flexibility becomes key. UX job opportunities are plenty in the Midwest, as well as on the East and West Coast, and the roles and competitiveness of these positions vary greatly based on the nature of the organization and the industry ecosystem.
What Digital Product Manager skills would you recommend for someone trying to advance their career?
Matthew Lopresti: Captains of industry are often asked about the traits they look for in new hires. Critical thinking is always a must, as well as excellent written and oral communication skills.
These are the core competencies of the discipline of philosophy. Top-notch communication abilities begin with a depth of ability to understand nuanced, complex details, and then turn around and clearly communicate these complex ideas in easily digestible bits of information. It is no coincidence that students who graduate with philosophy degrees repeatedly dominate graduate and law-school entrance exams like the GRE and LSAT; they are often the sharpest thinkers with the quickest minds
