THE NEW BOOK OF JOBS

COMPANIES ARE SCRAMBLING TO MEET THE DEMANDS OF THE DISRUPTIVE POST-PANDEMIC BUSINESS ENVIRONMENT. THEY ARE CREATING NEW FUNCTIONS EVEN AS THEY CONFRONT A HUGE CHANGE IN THE COMPOSITION OF THE WORKFORCE 

-  KRISHNA GOPALAN

FOR THE PAST two years, Hindustan Unilever Ltd (HUL) has gone to business schools specifically looking for graduates inclined towards digital commerce. That’s nothing unusual, except that traditional sales and marketing functions have made way for new job descriptions. It indicates a changing India where many opportunities have forced companies regardless of size to look for talent but with a difference, and this comes forth in the BT-Taggd survey of The Best Companies to Work For in India this year.

Just what is the change? Today’s talent—and there’s plenty of that in India—is looking for a new set of challenges and new-age roles. For them, a sales and marketing job is passé. For instance, HUL has created the position of e-commerce manager. Large FMCG companies see around 10% of their revenues in the digital age coming from e-commerce channels, and even the most conservative estimates suggest the number could touch 30% by the end of the decade. Besides, every company recognises the need to have a closer look at their business. That has led to the creation of new positions, with clear job descriptions.

JOBS ALERT

ORGANISATIONS ARE redefining existing jobs and creating new ones in line with changing market dynamics

TALENT, TOO, IS looking for a new set of challenges and companies have had to reorient

TRADITIONAL ROLES like finance, sales and marketing are seeing multiple subspecialisations

THE INCREASING role of digitisation across sectors is considered one of the primary reasons for this change