Talent gap of tens of millions Reveal the national certification "new profession"

Recently, the Ministry of Human Resources and Social Security and other departments released the national occupational skill standards for Internet marketers, so that "anchors with goods become formal jobs" rushed to the hot search. In fact, with the development of the Internet economy, digital economy, and platform economy, including Internet marketers, a batch of new occupations have obtained national "certification". What are the job contents of these new occupations, what is the salary level, and are there any prospects for development?

According to the "White Paper on New Occupations and New Employment Development in the Context of the Online New Economy in 2021" released by iResearch Consulting, in terms of national policy design, the social status and treatment of vocational skills talents have been improved, and new occupations will become an important channel for expanding the middle-income group and improving the income of low-income groups. Improving the ability and literacy of practitioners through vocational skills training is the premise of human resources development and full employment, and the new vocational talent service market can be expected in the future.

The pandemic has catalyzed the development of the online economy and provided a large number of employment opportunities

In the face of the huge impact of the new crown pneumonia epidemic and the complex and changeable international situation, China has adopted a strategy of promoting growth with innovation, creating new markets through the adoption of new technologies and new models, and the new online economy has grown against the trend.

On the one hand, under the epidemic, new markets such as remote office and contactless distribution have been developed, although with the normalization of the epidemic, the corresponding demand has weakened, but some scenes and habits have been retained; in addition, the epidemic has also played an efficient catalyst role, greatly promoting the innovative development of existing online economic formats, such as online entertainment, online live broadcasting, e-commerce live broadcasting, online life services, etc. Many practice activities can be carried out without relying on specific geographical space, providing a large number of employment opportunities for small and medium-sized cities and villages. Many emerging occupations are flexible and provide flexible employment and part-time employment opportunities for workers.

According to a number of public research reports, the online new economy has spawned a large number of new professional talent needs and employment opportunities. For example, the WeChat ecosystem composed of public accounts, mini programs, and video accounts will generate 36.84 million jobs in 2020; from August 2019 to August 2020, a total of 20.97 million people will earn income through the Douyin platform to engage in creation, live broadcasting, e-commerce and other work, many of which are engaged in new occupations such as Internet marketers.

New occupations are "endorsed" by the government, mainly distributed in the new economic field

The so-called "new occupation" is a dynamic concept that refers in a broad sense to all emerging occupational types that have emerged and matured in the course of socio-economic development. From the perspective of national endorsement, new occupations refer specifically to occupations that have not yet been included in the "Occupational Classification Dictionary of the People's Republic of China" but have formed a scale, and the new occupations issued by the Ministry of Human Resources and Social Security mainly adopt the method of open solicitation to the public, after expert assessment and demonstration, public solicitation of opinions, selected and determined according to procedures, and announced to the public.

Since the Ministry of Human Resources and Social Security restarted a new round of new occupation release work 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 China's economic structure and changes in the demand for talents, more new occupational types will emerge in the future.

From the perspective of distribution fields, at present, the new occupational employment groups are mainly distributed in the new economic field, of which the personal consumption service in the modern service industry is the core. For example, the "new media" represented by Douyin, Kuaishou, Himalaya, etc., the "new channels" represented by social platforms such as Pinduoduo and Xiaohongshu, and the new occupations and new jobs brought about by the "new products" represented by new tea drinks and the changes in all aspects of the supply chain, dissemination and service driven by them.

Compared with new technologies and new industries, new occupations in the field of personal consumption services have higher employment flexibility, lower thresholds, a wider range of applicable groups, and contribute the most extensive employment opportunities.

Demystified: What are the treatment and employment prospects of new occupations?

All-media operator

Taking the all-media operator as an example, according to the definition given by the Ministry of Human Resources and Social Security, the profession needs to comprehensively use various media technologies and channels, and use data analysis, creative planning and other methods to process, match, distribute, disseminate, feedback and other work on information. With the increasingly rich form of Internet information from production to dissemination, it is difficult for the traditional "xiaobian" who focuses on a single work content to achieve accurate communication and efficient operation, which in turn has produced the demand for all-media operators with higher levels and more comprehensive capabilities. Its responsibilities are similar to the "upgraded version" of traditional content operations and new media operations.

Among the professional practitioners, the post-90s generation is the absolute main force, most of them are women, and the number of young practitioners is increasing. The monthly salary of operation positions is generally between 5,000 yuan and 20,000 yuan, and the skills needs such as user operation, activity operation, and community operation are the most common.

The rapid development of the network economy has become the driving force behind the demand for operational talents. As of 2020, china's consumer Internet enterprises employ more than 10 million people. The demand for operational talents has penetrated from the Internet industry to the traditional industry, and even industries such as machinery manufacturing have begun to recruit operational positions, and products are displayed and sold on short video platforms and WeChat platforms.

How is operational talent "born"? The report shows that at present, it mainly relies on self-study and in-house training. Colleges and universities still lack targeted majors, and the relevant teaching content is still relatively traditional, and it has not kept pace with the times. However, local governments are gradually launching relevant youth skills training programs to cultivate talents for positions such as all-media operators.

It is worth noting that due to the rapid update of the "routine" of operation, the on-campus education system often lags behind, and it is urgent to "help" professional operation talent service institutions to provide a perfect training system for job seekers and at the same time to send high-quality operation talents for employers.

Internet marketer

Internet marketers are also one of the new and hot new professions.

In June 2020, the Ministry of Human Resources and Social Security announced the third batch of new occupations to the public, and Internet marketers officially became one of the emerging occupations certified by the state. The Ministry of Human Resources and Social Security defines the profession of Internet marketer as a person who uses the interactivity and credibility of the network to market and promote the company's products on the digital information platform.

Internet marketers are not exactly equivalent to the well-known "anchors with goods", and this profession has developed into four major professional types, including selectors, live salesmen, video creators and platform administrators. Although there are great differences in career direction and job functions between different types of work, they complement each other and together constitute 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 salesman, of course, as the head anchor, they will also participate in product selection, promotion, management and other work behind the scenes.

Driven by factors such as the new economy, new formats and new technologies, the Ministry of Human Resources and Social Security predicts that the gap in the demand for talents in the industry may reach 30 to 40 million in 2025.

Among the practitioners of this profession, young women dominate, mostly distributed in new first-tier cities, and the average salary of anchor positions is the highest, such as the average recruitment salary of 11220 yuan in 2020. In addition, their background is highly diversified, taking the anchor position as an example, their former industry in addition to anchor, there are e-commerce operations, customer service specialists, sales specialists, actors, models, artists and so on.

At present, the demand for talents in the field of e-commerce for Internet marketers is the most exuberant, and the "birth" of such talents is inseparable from the three major subjects of local governments, social training institutions and vocational colleges. However, career development also has problems such as low entry thresholds, imbalance between regional supply and demand, and talent training has not yet been systematized. However, with the establishment and standardization of professional standards for such new online professionals at the national level, and the establishment of clear training standards and talent promotion mechanisms, industry talents will be better trained and developed.

Text/Reporter Chen Si