Sales, Marketing and Customer Service

These occupations span a range of skills levels, from sales assistants to marketing executives. As such, the outlook varies significantly. Sales occupations for which shortages have been identified tend to be associated with a demand for foreign language skills, most often in IT-related activities.

  • Overall employment: Approximately 269,600 persons (56% female) were employed in the selected sales, marketing & customer service occupations, representing 11.9% of the national workforce.

  • Sector: 67% of overall employment was concentrated in the wholesale/retail sector, followed by ICT, industry and the administrative services sectors.

  • Employment growth (5-year): Between 2013 and 2018, overall employment increased by 29,400 (2.3% on average annually compared to 3.1% nationally). The strongest rate of employment growth was observed for sales related occupations (9.5%) during the period.

  • Age: The 25-54 age group accounted for the majority of persons employed, at 66%. The share of employees aged under 25 was 22%, significantly above the national average of 10%.

  • Education: The share of persons employed in the selected sales, marketing & customer service occupations who had attained higher secondary/FET qualifications was 49%, well above the national average share of 37%. Those who had attained third level qualifications (38%) was below the national average share (48%).

  • Full-time/part-time: Over 69% of sales, marketing & customer service workers were in full-time employment.

  • Nationality: The share of non-Irish workers was slightly above the national average of 16%, while 83% of workers were Irish nationals.

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