Talent gap of tens of millions reveals the national certification "new profession"
Recently, the Ministry of Human Resources and Social Security and other departments issued the national vocational skill standards for Internet marketers, making "bringing goods anchors into official jobs" rushed into hot searches.
In fact, with the development of the Internet economy, digital economy, and platform economy, batches of new professions, including Internet marketers, have obtained national “certifications”.
What are the job content of these new occupations, what is the salary level, and whether there are development prospects?
The White Paper on the Development of New Occupations and New Employment in the Context of the Online New Economy in 2021 released by iResearch shows that in terms of national policy design, the social status and remuneration of vocational skill talents have been improved, and the new occupations will become the expansion of middle-income groups and promotion. An important source of income for low-income groups.
Improving the abilities and qualities of practitioners through vocational skills training is a prerequisite for human resource development and full employment, and the service market for new vocational talents can be expected in the future.
The epidemic catalyzes the development of the online economy and provides a large number of employment opportunities
Faced with the huge impact of the new crown pneumonia epidemic and the complex and volatile international situation, my country has adopted a strategy of promoting growth through innovation, by adopting new technologies and new models, creating new markets, and the online new economy has grown against the trend.
On the one hand, new markets such as remote office and contactless delivery have been developed during the epidemic. Although the corresponding demand has weakened with the normalization of the epidemic, some scenes and habits have been retained; in addition, the epidemic has also acted as an efficient catalyst and greatly promoted Innovative development of existing online economic formats, such as online entertainment, web live broadcast, e-commerce live broadcast, online life services, etc., many practice activities can be carried out without relying on a specific geographic space, providing a large number of employment opportunities for small and medium cities and villages and towns.
Many emerging occupations are highly flexible, providing workers with flexible employment and part-time opportunities.
Several public research reports have shown that the online new economy has spawned a large number of new professional talent needs and employment opportunities.
For example, the WeChat ecosystem consisting of official accounts, mini programs, and video accounts will generate 36.84 million job opportunities in 2020; from August 2019 to August 2020, a total of 20.97 million people engaged in creation, live broadcast, and telephony through the Douyin platform. Many of them are engaged in new careers such as Internet marketers.
New occupations are "endorsed" by the government, mainly in the new economic field
The so-called "new profession" is a dynamically changing concept, broadly referring to all emerging types of professions that have emerged in the course of social and economic development and have matured and developed.
From the perspective of national endorsement, new occupations refer to occupations that have not yet been included in the "The Occupation Classification Dictionary of the People's Republic of China" but have formed a scale. Publicize for comments, select and determine according to procedures, and announce to the public.
Since the Ministry of Human Resources and Social Security restarted a new round of new occupation releases in 2019, it has successively released four batches of 56 new occupations.
The release of new occupations is of great significance for leading industrial development, promoting employment and entrepreneurship, and improving the pertinence and effectiveness of vocational education and training.
With the adjustment of my country's economic structure and changes in demand for talents, more new types of occupations will emerge in the future.
From the field of distribution, at present, new occupational employment groups are mainly distributed in the new economic field, with personal consumption services in the modern service industry as the core.
Such as “new media” represented by Douyin, Kuaishou, Himalaya, etc., “new channels” represented by social platforms such as Pinduoduo and Xiaohongshu, and “new products” represented by new tea drinks, etc. New occupations and new jobs brought about by new consumption and the changes in all aspects of the supply chain, communication, and services that it drives.
Compared with new technologies and new industries, new occupations in the field of personal consumer services have higher employment flexibility, lower thresholds, and a wider range of applicable people, and they also contribute to the widest range of employment opportunities.
Revealing the secret: What are the treatment and employment prospects of the new profession?
·All media operator
Take the omni-media operator as an example. According to the definition given by the Ministry of Human Resources and Social Security, this profession requires comprehensive use of various media technologies and channels, data analysis, creative planning and other methods to process, match, distribute, disseminate, and feedback information Wait for work.
As Internet information has become more and more abundant from production to dissemination, it is difficult for the traditional "small editors" who focus on a single work content to achieve precise dissemination and efficient operation, which has resulted in higher level and more comprehensive omni-media operators. Demand.
Its responsibilities are similar to the "upgraded version" of traditional content operations and new media operations.
Among the professional practitioners, the post-90s are the absolute main force, with the majority being women, and the number of young practitioners is increasing.
The monthly salary of operating positions is generally between 5,000 yuan and 20,000 yuan, and the needs for skills such as user operation, event operation, and community operation are the most common.
The rapid development of the network economy has become a driving force for the demand for operational talents.
As of 2020, the number of employees in my country's consumer Internet companies exceeds 10 million.
The demand for operational talents has penetrated from the Internet industry to traditional industries, and even machinery manufacturing and other industries have begun to recruit operational positions, and display and sell products on short video platforms and WeChat platforms.
How are operational talents "born"?
The report shows that at present, it mainly relies on self-study and internal corporate training.
Colleges and universities still lack targeted majors, and the relevant teaching content is still relatively traditional, failing to keep pace with the times.
However, local governments are successively launching relevant youth skills training programs to cultivate talents for positions such as omnimedia operators.
It is worth noting that due to the rapid renewal of operating "routines", the school education system is often lagging, and there is an urgent need for professional operational talent service organizations to "assistance" to provide job seekers with a complete training system and provide employers with high-quality operations. Talent.
·Internet marketing division
Internet marketer is also one of the new and popular professions.
In June 2020, the Ministry of Human Resources and Social Security announced the third batch of new occupation lists, and Internet marketers formally became one of the emerging occupations certified by the country.
The Ministry of Human Resources and Social Security defines the profession of an Internet marketer as: a person who uses the interactivity and credibility of the Internet to market and promote enterprise products on a digital information platform.
Internet marketers are not completely equivalent to the well-known "carrying anchors". This profession has developed and differentiated into four major professions including product pickers, live broadcast salesmen, video creators and platform administrators.
Although there are great differences in the career direction and job functions of the various types of work, they complement each other and together form the Internet live broadcast marketing chain.
The well-known positions of Wei Ya and Li Jiaqi in the live broadcast room belong to the live broadcast salesperson. Of course, as the head anchor, they will also participate in product selection, promotion, and management behind the scenes.
Driven by factors such as the new economy, new business formats, and new technologies, the Ministry of Human Resources and Social Security predicts that the industry talent demand gap in 2025 may reach 30-40 million.
Among practitioners in this profession, young women dominate, mostly in new first-tier cities, with the highest average salary for anchor positions, such as the average recruitment salary in 2020 of 11,220 yuan.
In addition, their business backgrounds are highly diversified. Take the anchor position as an example. In addition to anchors, their former industries include e-commerce operations, customer service specialists, sales specialists, actors, models, and artists.
At present, the e-commerce field has the strongest demand for Internet marketers, and the "birth" of such talents cannot be separated from the three main bodies of local governments, social training institutions, and vocational colleges.
However, there are also problems in career development, such as low barriers to entry, unbalanced regional supply and demand, and the lack of systematization of talent training.
However, as the national level establishes and regulates the professional standards for such new online professional talents, and establishes clear training standards and talent promotion mechanisms, industry talents will be better trained and developed.
Text/Reporter Chen Si