The current state of Communication roles in Belgium (2023)

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Raquel Saiz Fernández Digital Talent Consultant
Raquel Saiz Fernández
  • 07 min. reading
  • Digital Marketing

I'm Raquel Saiz Fernández, a digital marketing recruiter, specialized in communication roles in Belgium. Sounds simple enough, right? Well, that couldn't be further from the truth. Even in a relatively small country like Belgium, the maturity of digital experiences, cultural nuances, linguistic richness and other factors make it a fascinating and challenging market to work in. Deeply understanding the field and conditions are critical in doing my job well.

In this article I will share some of the latest insights and developments of the digital communication industry in Belgium. I will answer questions such as: What are the main trends and topics? What is the size of the Communications talent pool in Belgium and its seniority? What companies are hiring digital communications specialists?

These insights come directly from my experience as Digital Communication Recruiter by taking a daily pulse of the market. In addition I use current data from LinkedIn and studies facilitated by Ariad.

What are the main trends and topics?

In our daily work at Ariad, we often notice trends through the types of professionals being hired and in which industries. One of the main points to highlight is that we’ve seen a big increase in demand from our clients for talent in the UX and SEO writing field over recent years. Especially in the banking and insurance sector, companies want to be ahead of competition and create a great user experience for their customers.

From Deloitte’s 2023 Global Human Capital Trends report we can highlight that leading Belgian companies perceive technology not merely as a tool for automating tasks or increasing productivity, but rather as a tool to enhance human and team performance. In the upcoming 2-4 years, there will be a shift in the focus of technology investments. In today's digital landscape, companies are competing to secure top positions in website rankings, accumulate the most likes on social media platforms, and become the foremost brand in consumers' minds when they make purchasing decisions.


Find out what Digital CX Professionals are earning in Belgium right now: Read Ariad's Income & Insights Report 2023

SEO copywriting and UX writing are essential for companies in the Belgian market to achieve higher rankings on Google searches. SEO copywriting ensures that content is optimized with relevant keywords, improving visibility and attracting targeted organic traffic. This helps companies compete effectively in the Belgian market by reaching potential customers who are searching for their products or services. UX writing, on the other hand, focuses on creating intuitive and user-friendly interfaces, reducing bounce rates and improving engagement. By providing a positive user experience, Belgian companies can increase their chances of ranking higher on Google, enhancing their online presence and competitive advantage in the local market.

Optimizing content for voice search is a crucial aspect of modern SEO. With the rise of voice-enabled devices and virtual assistants, such as smartphones, smart speakers, and even in-car systems, more and more users are utilizing voice commands to search for information, make inquiries, and perform various tasks. To effectively optimize content for voice search, businesses need to consider a few key factors like, conversational keywords, featured snippets, Structured Data Markup, mobile optimization and local SEO.

Also chatbots are becoming more and more popular. They can be integrated into banking apps, websites, and messaging platforms, allowing customers to interact with the bank using their preferred communication channels. This multi-channel approach ensures seamless communication and engagement across various touchpoints, meeting customers' expectations for personalized and convenient banking experiences. Beyond banking, chatbots are being implemented across industries such as travel, hospitality, healthcare, and more.

I could not end this section without speaking of Artificial Intelligence (AI). AI technologies, such as natural language processing and machine learning, are quickly being integrated into content creation processes. AI-powered tools can generate written content, assist in content curation, and provide data-driven insights for content optimization, enabling more efficient and effective communication strategies.

What is the size of the Communications talent pool and its seniority?

At Ariad, our community of digital communication experts is diverse and talented, specializing in various aspects of the field. On a daily basis we talk with copywriters skilled in crafting persuasive content, UX copywriters who enhance user experiences with clear and concise messaging, and content creators who develop engaging and valuable content across different formats. Public relations professionals excel in building relationships and managing strategic PR campaigns, while communication specialists ensure messaging aligns with business goals. Additionally, social media management experts maximize brand presence on social platforms.

By growing our community of experts, we offer comprehensive solutions to help clients navigate the digital landscape and achieve their communication objectives.

Using an extensive list of Digital Communication related keywords on LinkedIn Recruiter, we can see the total talent pool in Belgium reflected in the image below (103,6K profiles).

Graphics of the total years of experience of the Digital Communication talent in Belgium

In the above list we can see the total number of years of experience for people in the digital communication community in Belgium.

There is a significant number of professionals with over 10 years of experience, indicating the presence of seasoned experts with extensive industry knowledge and established networks. The distribution suggests a career progression within the community, with professionals starting at entry-level positions and gradually advancing over time.

The substantial number of professionals with more than 10 years of experience reflects the maturity of the digital communication market in Belgium, allowing professionals to accumulate expertise. The distribution also reflects the demand for specific skills and experience levels within the field, with a larger number of professionals having 5 to 10 years of experience, indicating a period of increased demand of experienced professionals.

Graphic of the Total years in their current position of the Digital Communication talent in Belgium

In the above image we can see the number of years that the people in the digital communications field in Belgium have been working in their current job.

The communications sector in the Belgian market has experienced growth and development, leading to an increase in employment opportunities. This growth is shown in the 1 to 2 years range (25K+) which is greater than the number of junior professionals, suggesting job mobility at different experience levels.

Additionally, the stable numbers in the 2 to 5 years and 5 to 10 years categories suggest a period of professional development and career progression within the sector, where individuals have been able to consolidate their skills and expertise. The presence of a considerable number of professionals with over ten years indicates a group of seasoned individuals who have likely witnessed the evolution of the industry and have established themselves in their respective roles.

The diverse distribution of experience levels also suggests that the communication sector in Belgium offers a range of opportunities for both entry-level professionals and those looking to build long-term careers. Overall, the data reflects a dynamic and evolving communications sector in Belgium, attracting professionals at different stages of their careers and providing growth and development.

In case you’re interested in learning more about opportunities here at Ariad, do not hesitate to reach out to me on LinkedIn. Happy to support you in your job search and hop on a call.

What companies are hiring?

As mentioned, the banking industry is taking a step forward into digital transformation so companies in this sector are willing to bring new talent into their team. The insurance industry is also on the upfront, together with different companies in the public sector, transportation, telecommunication and energy sectors.

As a specialised staffing and consultancy agency, Ariad has new missions coming in every week. Here you can find an overview of currently open Digital Communication roles.

In recent years, we have been supporting companies like ING, AXA, STIB, EBP, Thalys and AG Insurance in building their communications teams. Our clients are increasingly concerned with providing seamless digital experiences, engaging communication and excellent digital customer service to stay competitive. Ariad helps them to create amazing customer experiences that people love, want and talk about by providing the best talent in the Belgian Digital landscape.

When it comes to supporting the communications community, Ariad primarily focuses on project staffing and contractors. Our specialisation lies in identifying and sourcing top-tier digital talent within the intermediate to senior range. In essence, we take pride in providing "plug & play" consultants who possess the expertise to address challenges for any company.

"Finding talent who can take over projects quickly and efficienctly is crucial. Ariad brings us in contact with profiles that are in line with our needs"

Sarah Catoul, Head of Digital Marketing at AG Insurance


In the wake of the pandemic, digital transformation has emerged as a top priority for nearly every company across all industries. At Ariad, we understand the significance of this transformation and take pride in empowering our clients to achieve their digital goals.

As a leading provider of digital talent and expertise, we recognize the critical role that human resources play in driving successful digital transformations. We have assembled a team of skilled professionals who are well-versed in the latest digital trends, technologies, and strategies. Our dedicated experts work closely with both sides, consultants and companies, to understand their unique needs, challenges, and aspirations.

Looking for your next Communication project? Drop your CV here!

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