AWS vs Azure vs GCP: Cloud Skills European Employers Are Prioritising in 2026

Europe is experiencing a surge in cloud adoption. With digital transformation front and centre in business minds, the need for scalable digital infrastructure is becoming ever more pressing. 

That means the market for Cloud Specialists - engineers, architects and DevOps, is becoming increasingly competitive, making it harder for talented individuals to stand out. Working with a trusted partner, such as Source Group International, can help those looking to make their next professional move navigate the tricky market and secure their next opportunity.

The Cloud Market in 2026 - AWS, Azure, or GCP?

The cloud market in 2026 is dominated by three platforms, AWS, Azure and GCP. While there’s overlap between the technologies, each comes with its own specifics, advantages and requirements, making them suitable for different businesses. Understanding the difference helps you adapt your skills to the industry and career you want to pursue. 

AWS

AWS, or Amazon Web Services, is a subsidiary of Amazon providing on-demand cloud computing platforms and APIs. These are typically provided on a pay-as-you-go or metered basis, making them the favourite Cloud tool for startups and fintech due to their flexibility. 

Azure

This is Microsoft’s offering, and provides over 200 services via its global network of data centers from AI and analytics to storage. With such a vast array of services, it’s appealing to established enterprises and regulated sectors that often use Microsoft’s services for other aspects of their infrastructure.

GCP

Lastly, we have GCP (Google Cloud Platform), which is part of Google’s core offering alongside Workspace. When it comes to AI/ML workloads, it’s GCP that people are turning to. It’s known for its global network and advanced tools which help businesses innovate, scale and manage their digital operations.

For someone looking to build a career in cloud engineering, deciding where to focus your efforts and learning is key. For some businesses, it is a case of AWS vs Azure vs GCP, while others are happy to take what they need from each cloud platform. Either way, gaining cloud certifications in all three gives you a strong foundation to build your career from.

Skills Employers Are Prioritising

Employers prioritise platform-specific technical skills with soft skills like stakeholder communication and cost optimisation. It’s no longer enough to have a broad understanding; 2026 sees employers targeting specific skills directly related to cloud platforms.

Here’s a breakdown of the skills needed for AWS vs Azure vs GCP:

• AWS

• Lambda, EC2, S3, Terraform

• Azure

• Active Directory, Kybernetes, DevOps pipelines

• GCP

• BigQuery, TensorFlow, AI/ML integration

Technical skills are the only ones on employers' radars. Ideal technologists combine deep technical knowledge with softer skills such as stakeholder communication, cost optimisation and a security-first mindset. It’s the combination of technical and soft skills which gives candidates the edge over others and enables them to be more impactful in their roles.

Learn more about relevant Cloud certifications to undertake to broaden your technical skills.

Salary Benchmarks Across Europe

Salaries vary across Europe, with Eastern European countries such as Poland and Serbia currently topping the list. 

Source*

How Candidates Can Stand Out to Hiring Managers

It’s difficult but not impossible for tech candidates to stand out to hiring managers. When we’re screening for a role, there are a few things which we look for.

Build a strong portfolio

Don’t wait to be asked about your experience. Build a portfolio showcasing your real-world projects. Be sure to include details about your specific role and the impact you had on the results. 

Earn relevant certifications

While you might have learned experience of AWS, Azure or GCP, gaining specific certifications demonstrates not only your knowledge but also your commitment to your work. Those certifications act as a guarantee that you have a solid foundation in those areas.

Demonstrate business acumen

When you talk about previous projects, don’t just focus on the technical side. Include details of the business impact in terms of performance, cost or risk. Highlighting the outcome demonstrates you’ve got more than technical skills and can see how your role fits into the bigger picture.

As tech recruiters, we see the same basic cloud skills time after time. What stands out to us is when someone has gone the extra mile. It might be a work project, or for more junior hires, it might be something they’ve undertaken in their own time. Anything that demonstrates your passion, excitement and commitment to staying one step ahead of the developments in cloud skills, AI/ML and your professional development will catch our eye.

To make it easy for hiring managers and recruiters, ensure your LinkedIn and CV are fully up-to-date. Here are some key aspects to check before starting your job hunt:

• Updated headline and personal summary - clearly highlighting relevant experience with evidence of successful projects

• Recommendations  - ask colleagues and previous employers to leave a positive comment on their experience of working with you

• Keywords - on both your LinkedIn and CV, ensure you’re using the right keywords that hiring managers or recruiters might be searching for

With the surge in demand for Cloud Specialists with AWS, Azure and GCP specialisms, there are exciting opportunities for individuals who can combine strong technical and soft skills. In particular, those who can demonstrate the breadth and impact of their experience and knowledge will be the ones who get ahead. 

Connect with Source Group International to discuss our cloud hiring strategies, or speak to our team to learn more about the market in 2026.