Can you apply technology in ways that drive business outcomes?

GUEST COLUMN | by Sara Leoni  

Technology has upended the way many of us work, with no signs of slowing. Think about the core skills needed to do your job and how many are now influenced, streamlined, or even replaced entirely by software. Learning new tech-adjacent skills to stay competitive in the workforce can be dizzying. Especially as the “half-life” of new skills is as low as two-and-a-half years in some technical fields, according to the Harvard Business Review.

In today’s fast-paced, technology-driven world, professionals across industries need more than just technical expertise—they need the skills to apply technology in ways that drive business outcomes. While much of the focus on workforce development has been around technical roles in software development or data science, a significant and growing demand exists for what we might call “tech-adjacent” skills – those that blend technology with business acumen. These skills are becoming essential for a wide range of professionals, not just those in traditional tech roles.

‘While much of the focus on workforce development has been around technical roles in software development or data science, a significant and growing demand exists for what we might call “tech-adjacent” skills – those that blend technology with business acumen.’

A recent labor market analysis by Lightcast spotlights the trend. Roles in project management, digital marketing, and data analysis are not just in demand – they’re booming. For instance, project management appeared in over 270,000 job postings and is projected to continue growing rapidly. Similarly, skills like digital marketing and data analysis are sought after and categorized as “rapidly growing,” indicating a substantial and increasing need in the market. This data aligns closely with sobering findings from the National Skills Coalition, which reported that 92% of jobs now require digital skills, yet a significant portion of the workforce lacks them.

Tech-Adjacent Skills: The New Professional Must-Have

The term “tech-adjacent” might not yet be part of everyday business jargon, but it’s a concept that’s quickly becoming a reality for many professionals. These roles aren’t about coding or developing the next AI breakthrough. Instead, they are about using technology to execute business strategies or enhance AI and, ultimately, skills needed to deliver on business goals to achieve better results.

Take project management, for example. Traditionally seen as a role focused on timelines and deliverables, today’s project managers need to be proficient in agile methodologies, understand the nuances of digital tools, and be capable of making data-driven decisions. It’s not enough to just manage a project – you need to leverage technology to streamline processes and optimize outcomes.

Then there’s digital marketing, a field that has transformed dramatically in the last decade. Where once a good slogan and catchy imagery might have sufficed, today’s digital marketers need to understand SEO, web analytics, and social media algorithms. They must use data to craft strategies that cut through the noise and reach the right audience. It’s a perfect example of a tech-adjacent role that requires a deep understanding of technology, even if the job itself isn’t about building that technology.

Bridging the Digital Divide

Despite the growing demand for these skills, there’s still a significant gap between what employers need and what the workforce offers. Lightcast’s analysis shows that, while there’s a high frequency of job postings requiring skills like project management, digital marketing, and data analysis, these skills are often underrepresented in professional profiles.

The National Skills Coalition also points to a digital divide, with one-third of U.S. workers possessing low or no digital skills. This divide isn’t just about access to technology; it’s about having the right skills to leverage technology effectively to drive business outcomes. The reality is that without continuous skills development, many professionals risk being left behind in an increasingly digital world. Continuous upskilling or reskilling is now an imperative for professionals at every career stage.

The Importance of Continuous Professional Development

So, what does this mean for today’s business professionals? It means staying competitive in the labor market is no longer just about having a degree or years of experience. It’s about continuously evolving your skill set to meet the demands of a changing landscape.

For those in tech-adjacent roles, this might mean gaining proficiency in digital tools, learning to analyze data to inform business decisions, or mastering the latest digital marketing strategies. It might also involve adopting new project management methodologies that leverage technology to enhance efficiency and collaboration.

The good news is that opportunities for skills development are more accessible than ever. Many higher education institutions and platforms offer non-credit programs designed to help professionals gain these in-demand skills. Programs are often flexible, allowing for learning alongside a full-time job, and are focused on delivering practical, applicable knowledge that can be used immediately in the workplace.

For example, Astra Dumbar, a digital marketing professional, completed a 10-week digital marketing course facilitated by my company, Ziplines Education,  landed her dream job, and doubled her salary. Being adept in today’s marketing tech stack provided a transformative career advantage for her. Still, more importantly, the industry-led community cohort helped Astra gain confidence and informed her decision-making, which are critical, durable skills for professionals who want to drive business outcomes.

Preparing for the Future

We live in a time of rapid change, where the skills required to succeed today might look very different just a few years from now. However, one thing is certain: The demand for tech-adjacent skills will continue to rise.

Whether you’re a professional needing to build project management skills, a marketer looking to deepen your understanding of analytics, or a business analyst eager to harness the power of data, the key to career longevity and success lies in learning, adapting, and growing.

As the labor market evolves, so must our professional development approach. Leaders would do well to recognize the demands of the rapidly evolving workforce and the need to offer industry-aligned courses to bridge the skills gap so that professionals can stay relevant and competitive in the workplace. With digital transformation impacting our daily work life, it’s mission critical to empower learners and earners at all levels with tech-adjacent upskilling that unlocks new career pathways for growth and innovation.

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Sara Leoni is the CEO and Founder of Ziplines Education, a leading career accelerator platform partnering with universities to upskill professionals in tech-adjacent fields. Connect with Sara on LinkedIn. 

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