Rethinking digital talent: why soft skills are the real superpower

IN THE FAST-paced, metrics-driven digital landscape, hard skills often dominate the conversation. Proficiency in coding languages, data analytics, AI implementation, and cloud architecture are seen as the essential, teachable competencies that tech leaders put a strong focus on when hiring and scaling their teams.

- GONTSE MABETOA

But as the digital world continues to evolve with increasing speed and complexity, a surprising truth is emerging: soft skills are the true differentiators of success.

For digitally led businesses, failing to prioritise soft skills isn't just an oversight, it's a competitive disadvantage. In a space where innovation, speed and adaptability are the currency of success, technical brilliance alone isn't enough. Without the ability to communicate clearly, collaborate across functions, build trust or lead through change and disruption, even the most sophisticated digital solutions can stall or fail outright.

For years, digital talent has often been pigeonholed as technically proficient but socially lacking. This stereotype has shaped hiring practices, performance evaluations and team structures by prioritising the measurable over the meaningful.

Yet ask any high-performing digital team what makes them thrive. I can promise you that the answer won't be coding language proficiency or a high number of certifications.

It will be communication, collaboration, adaptability and emotional intelligence. It’s the soft skills that will always stand out, and this is why they matter more than we think.

Three key reasons why soft skills are an absolute non-negotiable in digital roles.

1. It’s all about effective collaboration