Digital Measurement Tenure Review

The IQ Workforce research team has come up with some interesting (useful?) information about retention in the digital measurement community.

We looked at the LinkedIn profiles of 1,470 digital measurement professionals in the U.S. and noted the last time they changed companies.  Here is what we found:

Tenure With Current Employer Percentage of Digital Measurement Professionals
<3 Months 8%
3-6 Months 12%
6-12 Months 31%
12-18 Months 15%
18-36 Months 18%
36+ Months 16%

… so roughly 51% of the entire digital measurement community has changed jobs within the past year.

This is not good news for the industry.  It probably takes the average person 6-9 months to learn their job and 12-15 months to become really valuable to their company.   If you add another 2-3 months to fill the position it is not hard to see why a lot of companies are struggling with web analytics.  This is a very expensive problem.

Retention initiatives need to move to the front burner if companies are going to get a return on their human capital investments.

Some details about the numbers:

  • Tenure numbers are based on LinkedIn profiles.  A small percentage of people have changed jobs but have not updated their LinkedIn profiles, so this will impact the accuracy of the data.
  • People that are on the cusp were rounded up
  • 1,470 profiles were reviewed
  • Profiles were all full-time digital measurement professionals in the United States