News & Views: Looking Toward the iFuture - Deciphering Digital Media Technology Hiring Trends

It’s hard to imagine getting through the day without uttering the words “Facebook,” “app,” “iPad,” “Blackberry” or “smartphone” at least once. These terms and their corresponding technologies have infiltrated our culture. Just a few years ago, nobody had ever heard of them (except maybe in reference to food). We are in an era in which technology is changing rapidly — there is always something new around the corner. Yet, when the hot new thing arrives, it becomes entrenched in our daily lives at a record pace.

Despite the economy, consumer-facing web and mobile technologies are thriving. Over the past few years, when other businesses were failing or forced into survival mode, digital media–based businesses — such as the mobile phone, social media websites and online entertainment — continued to grow. In fact, the economic crisis may have played a part in the proliferation of web-based services. People are changing the way they spend their leisure time, shop and make purchases. Instead of pricey vacations, concert tickets and sporting events, many people are investing in technology and taking advantage of free online entertainment. Instead of spending money on gas and a babysitter, they are shopping online.

While many other industries are suffering, digital media is experiencing explosive growth. According to CNET, cell phone subscriptions are expected to reach 5 billion worldwide in 2010 (on a planet with 6.8 billion people). Mobile broadband subscriptions are set to hit 1 billion — which is up from 600 million at the end of last year.

As a result, companies within the digital media technology industries are hiring. In fact, the search for talent never stopped, even during the leanest days of the economic downturn. But the nature of digital media is changing. In the past, many organizations housed their eBusiness functions within the IT department. One person, or a team, would head up the mobile or eCommerce efforts within IT — often focusing on infrastructure and system support positions. Business leaders weren’t convinced that the web was a money-making enterprise. They knew they needed an online presence, but weren’t sure how it would lead to revenue. They didn’t want to invest too much in an emerging technology without proof that it would be profitable.

However, these technologies have proven that they are here to stay — and companies that build digital media divisions are finding that they are reaping the benefits. Company leaders also realize that their web presence is the new face of the company. Instead of dedicating a portion of IT to these efforts, many organizations are creating entire departments devoted to digital media. Companies are establishing these groups for the first time, or are shifting them out of the IT department. The positions are also changing to focus more on business, technology and development, not just strict support and infrastructure.

This is an exciting time to be working in digital media. While these technologies are providing a genuine revenue stream, there is still much that is unknown. There is stiff competition to be the first, but not all of the companies or technologies will win. Some technologies will become obsolete and some companies will merge or even fail. It will be interesting to observe which new media will persevere (for example, who will prevail in the Kindle, Nook, iReader battle?). Much of the success of these technologies depends on having talented teams in place, but since the digital media business is so fresh, the talent pool is shallow.

Candidates with the right skills are in demand — and the supply hasn’t caught up yet. Organizations need to be aggressive to get the top talent. In reality, most of the good contenders are already employed and still getting multiple offers to work elsewhere. This means that there is tremendous opportunity for candidates.

Since these positions — and even departments — are so new, there isn’t much consistency within job titles. The VP of eBusiness at one organization could be called the Director of eCommerce at another. Candidates should forget about titles and focus more on job descriptions.

Similarly, organizations are less concerned about the companies where candidates worked and are zeroing in on the skills people have acquired. Resumes packed with Fortune 100 companies and Ivy League degrees only hold weight in these emerging industries if candidates also have digital experience. Since the technology is cutting edge, these skills also don’t have to be gained “on the job.” Many people are teaching themselves on their own time by becoming familiar with new software or learning how to create “apps” for popular technologies.

Digital media technology industries are prospering, even during tough economic times. It looks like that growth will continue over the next several years. It is an exciting time for organizations that are building teams to support these functions. It is also a great time for candidates looking to build careers on tomorrow’s technology.