In just five years, Barcelona has added over 55,000 new digital professionals, solidifying its position as a leading tech hub. According to the Digital Talent Overview 2024 report from Mobile World Capital Barcelona (MWCapital), demand for talent in the sector has doubled, now exceeding 122,000 specialists in fields such as web and app development, software, UX, blockchain, AI, and cybersecurity.
Jordi Arrufí, Director of Corporate Development and Head of Digital Talent at Mobile World Capital Barcelona, emphasises that the city offers several key advantages for digital talent. These include world-class tech hubs, a thriving startup ecosystem, a strong network of research centres, and major events like MWC, all of which enhance its appeal as a leading innovation hub.
A growing demand that poses new challenges
The surge in demand for digital talent, coupled with a shortage of specialised professionals, has forced businesses to rethink their strategies for attracting and retaining top talent. The numbers highlight this growing need: currently, for every digital job vacancy in Barcelona, there are just 14.2 candidates — a stark contrast to the general market average of 70 candidates per job posting.
Albert Corbella, National Director at Claire Joster, points out that the competition for talent has become global: “In the past, you competed with local companies, but today, we’re part of a global race for talent, where factors such as a city’s appeal, legal frameworks, and much more come into play. In this context, building a strong employer brand is more crucial than ever,” Corbella adds.
High-Demand Skills
The concept of digital talent has evolved significantly, now encompassing a broader range of areas within companies that require expertise in digital technologies. Demand has particularly surged for specialists in blockchain, cloud computing, and artificial intelligence.
In addition to technical expertise, companies are placing increasing value on soft skills, such as leadership, team management, and the ability to adapt to a constantly evolving sector.
As Marc Ferre, Managing Director at Bayer GBS Barcelona, points out: “Digital professionals have transitioned from managing back-office IT departments to becoming key drivers of value creation within any organisation. As a result, their skill set must encompass not only technological expertise but also a deep understanding of business dynamics.”
AI: A Disruption with Transformative Potential
The rise of artificial intelligence (AI) represents a pivotal moment in the industry. According to the Digital Talent Overview 2024 report, demand for AI specialists surged by 12% in 2023.
While much debate surrounds the potential of AI to replace jobs, experts agree that its true value lies in freeing professionals from repetitive tasks, thereby enabling them to focus on higher-level creative processes.
Scott Francis, Managing Director at Porsche Digital Barcelona, sums it up: “AI will empower humans to do what they do best, unlocking their full potential and maximising value.”
International talent
Beyond the presence of world-class tech hubs, research institutions, and cutting-edge startups, one of the key indicators of Barcelona’s global appeal is its thriving international workforce. Currently, nearly one in three digital professionals in the city hails from abroad.
Gaston Besanson, VP, Data Science and Advance Analytics at PepsiCo, views this reality as a distinct advantage. He highlights the critical role of diverse professional and cultural backgrounds in developing unbiased, inclusive solutions: “Talent from across the globe brings unique perspectives, which leads to solutions that are not only more widely accepted but also ensure that users, regardless of their origin, feel understood and at ease.”
The growth of female talent: Progress with ongoing challenges
The representation of women in the digital sector remains a key challenge. Between 2018 and 2023, the percentage of women working in digital roles has increased from 22% to 30.6%. Today, nearly one in three digital professionals in Barcelona is a woman—a proportion comparable to leading cities like London and Amsterdam, and above the European average. However, despite this progress, there is still considerable work to be done to achieve full gender parity.
Barcelona: A Digital Talent Hub in Europe
In recent years, Barcelona has firmly established itself as one of Europe’s leading hubs. However, the growth of the sector is a consistent trend across the continent, which is home to approximately 10 million digital professionals. To maintain its competitive edge, the city must address emerging challenges.
Jordi Arrufí underscores two key gaps in the digital market: the shortage of skilled professionals and the mismatch between the skills required by the industry and those taught within educational frameworks.
“When comparing the number of job vacancies to the available talent pool, the digital economy faces a skills gap that is twice as large as that of the broader economy,” explains Arrufí.
In terms of education, the challenge lies in universities and training centres adapting to the fast pace of technological evolution. As Arrufí points out, “This is particularly challenging due to regulatory constraints. While universities understand the market’s needs, the current framework requires them to go through a lengthy regulatory process, which can take years to align their curricula to meet real-world demands.”
Barcelona is set to lead the global digital transformation. The key challenge in shaping a sector capable of keeping up with innovation lies in the generation, attraction, and retention of digital talent. This, in turn, is crucial for developing a more innovative, productive, and competitive business ecosystem.
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