Although online tools like search engine optimization (SEO) started out as tools for marketing departments, a new study finds that an increasing number of public relations departments are using online marketing and say knowledge of these tools are necessary for new hires.
The report from iPressroom, along with Korn/Ferry International, the Public Relations Society of America and Trendstream found that most companies are taking advantage of social networking (70 percent) and search engine optimization (SEO) (66 percent).
But where these tools where once only used in the world of marketing, an increasing number of PR departments are now taking the lead.
According to the report, public relations departments lead the way in the use of almost every online marketing category with marketing departments still using email marketing and search engine optimization (SEO) more often.
Knowledge of this field is also necessary for incoming workers as 62 percent said search engine optimization (SEO) was at least somewhat important for job candidates.
Although it is clear that having a background in search engine optimization (SEO) can help job hunters, it can also help companies looking to recruit new talent. A whitepaper earlier this year from SharkStrike found that HR departments can attract more quality candidates by using SEO.
