The digital revolution is a fact, and its diffusion to all the professional fields is increasing, having these to modify the organizational charts of many organizations, companies or associations. This is giving room to new digital profiles, or updates of Existing profiles.

These job profiles need to recycle themselves. All this is not to say that traditional professionals cease to exist, but in general, many of the work teams of the companies must be restructured.

Digital employee
Will you be one of the new employees in the digital sector? Or will it be your turn to renew yourself in your own profession?

Where does all this come from?

It is concluded with the preceding paragraph that the industry needs a great capacity of innovation and creativity to adapt to the new digital reality. More specific and technical skills are needed. And even, there are today, digital profiles that have not even been invented but that companies are going to start demanding the next few years.

Consequently, the future goes through hiring professionals with mixed profiles, who will have to live with the existing ones.

Socio-economic context

First of all, it is necessary to review the facts that condition the emergence of new professional profiles:

  • A global economic crisis
  • The powerful emergence of social networks and gradual fall and fragmentation of conventional media.
  • New demands from advertisers: integrated and coherent management of their brands and advertising.

Besides, in the communicative field of the marketing industry, new forms of publicity converge related to the concept of WEB 2.0, and the digital television or mobile telephony, to the detriment of the conventional publicity (still current today, still maintaining its hegemony).

There is no doubt that the professional digital profiles are on the rise. That is why many agencies have modified their structure to adapt these new profiles, even creating new specialized divisions. Others have implemented general Directorates, responsible for managing the integration of activities both online and offline.

Digital profiles

What new digital profiles are there?

The new figures, which have focused the selection processes approached by the marketing and advertising companies, are as diverse and innovative as they are classic, with a modern and contemporary touch:

a) Media Planner

New designations of traditional profiles like: Account Professionals, planner, media planner and producer, are related to specializations in new media and digital supports. This means that the functions of these profiles are expanded, making these the management of campaigns in conventional media like new digital media online.

In his professional training it is important the knowledge and understanding of new points of contact and connection with the new consumers, as of the processes of creation and the planning of the advertising in the network and mobile marketing: SEM, SEO, Measurement of Results, programming, etc.

These new profiles are beginning to be integrated into the organizational charts of the marketing and advertising services agencies in Spain, especially in the media agencies.

b) Web Designers/Graphic Designers

On the other hand, on the creative side, there are strong profiles close to the area of computing.

These profiles consist of the creative programmer and Front/End designer, who perform the programming and design, respectively, of either parts for the Internet, mobile phones and other devices, which will effectively materialize the ideas of creative directors.

The programming languages (CSS & Java) and the Web environment (for example, the HyperText Markup language, “HTML”) are present in the training for this profile. In addition, they must know how to manage operating systems, databases and browsers, in the case of the programmer. In the case of the Front/End designer, they have knowledge about graphic design on and off line and digital advertising formats.


c) Community Managers

The new exclusively digital profiles are erected outside the emergence of the so-called Web 2.0, the boom of mobile telephony and digital convergence.

To begin with, in what is the englobe of the use of social media on the Internet such as forums, blogs and new social networks such as Facebook, Youtube, Twitter, etc., have led to the well known work of Community Manager or social media manager at high levels, within the new incorporation of the companies focused on the commercial communication, creating in this way a new category: “Publicity dialogue“.

Community Manager
The Community Manager (CM) is dedicated to managing the image of the company in the social networks.

d) Social Media Managers

A figure that may be closer to the field of PR (Public Relations) than to advertising is that played by the expert on social networks: Social Media Manager (SMM). He manages and balances the presence of brands in the social digital platforms associated to the WEB 2.0, which are making advertisers interested in it.

On the other hand, the popularization of smartphones and the advancement of Mobile Internet is favoring the development of new forms of marketing and advertising through mobile, through geolocation and augmented reality.

Also is responsible for mobile marketing the new emerging profession who is responsible for analyzing and identify the possibilities that this new channel offers, developing strategies to combine with the rest of the media.

e) Content Creator

Another figure is the creator of content for the brand, known in the world of advertising and marketing as Brand Entertainment), which thanks to the digital integration and multisupport and multichannel factors, is responsible for managing, planning and creating contents related to the digital spaces of the advertising companies and their brands.

f) SEO Managers

To finish, to cite the SEO responsible (search engine Optimization), which are dedicated to improve the quality and quantity of traffic to the websites of the brand, and SEM (Search Engine Marketing), which are responsible for achieving the relevant positions in the Internet Search processes through online marketing.

The first requires more technical training, while in the second case, training will be closer to marketing and communication. Anyway, both profiles enjoy great potential in the future. It is such its current relevance that it will devote a following section to deepen its definition.


In conclusion

Having made this review of the professional profiles that are coming out in the commercial communication, we can see a very dynamic and varied profile environment, but that is still in the development phase. It would be wrong to say that these next 2 years for an exclusively digital environment for the advertising business.

But if it is true that nowadays the new professional demands are very associated with the technology, by which the training efforts of the future advertising professionals should be routed, especially by their passage through the university and School of Business.


World Labor & University

To this day, they still have certain problems in making the future professional someone competent for the new digital context that will cope in their working life.

According to Corredor and Farfán (2010), they perceived certain disconnections between the new demands that exist by the advertising industry in the digital context and the training that the future professionals receive in the university faculties of Advertising and Public Relations.


Something fails in the Advertising and Marketing Colleges

First of all, they perceive that the training they receive in the present day is not adequate to integrate safely into the labour market. Moreover, they observed that talent is more and more out of these faculties.

Law, business, journalism, informatics, ICT, Com. Audiovisual or graphic design are disciplines that were attended by those who joined the advertising agencies recently. They also emphasize the lack of creativity, strategic planning and digital disciplines, which are fundamental in this sector.

Student inexperience

In terms of creativity, the lack of practical training is linked to the fact that students often do not have a job folder to show in the selection process.

This element is vital, even more relevant than the same title, for professionals, and blame to the lack of work experience or contact with the reality of teachers of the subject of creativity, which teach students.

On the other hand, the rise of the strategic planning function within advertising agencies, to the detriment of the Department of Accounts, does not seem to be related to the attention given in the CV to this matter. Professionals do not agree that this topic will be ignored throughout the race.

Little Content Update

To finish, the digital disciplines, which are hardly taken into account in the advertising career. These regulated educational systems are attributed to a “conventional bias”, where they investigate much more in conventional disciplines without giving it the deserved importance that digital deserves, due to its great potential already existing in the market.

Together with these three areas, add the lack of marketing knowledge, desirable to be considered as a professional valid by advertisers.

All these points will have to take into account both students and teachers in order to predict a prosperous future for this sector. Opportunities multiply but it is necessary to be prepared to know how to catch them.

Agreement interview
Desiring that all your doors may be opened before you.