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Demand for digital roles in FMCG grows: Here's how much you're worth

Demand for digital roles in FMCG grows: Here's how much you're worth

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There will be more demand for digital roles in Malaysia's FMCG sector now and in the coming years, particularly in the fields of digital marketing and eCommerce, Randstad Malaysia said. Shawn Phee, principal consultant, sales and marketing, FMCG and retail at Randstad Malaysia, explained that most of the time, companies would outsource these responsibilities to a third party, like an agency. However, FMCG companies now want to build their in-house capabilities to be more agile and adaptable to changes and new opportunities.

Analytics-driven roles such as data analysts and consumer insights managers will be more critical as FMCG companies leverage data to improve existing operations and customer experience, as well as keep up with changing consumer behaviour and needs. Meanwhile, trade marketing managers will also be highly sought-after as FMCG companies figure out how to improve in-store promotions with consumers spending less time in physical shops.

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"The challenge for FMCG companies is to get to know what their customers need now, because even their existing customers may have changed their preferences. For instance, customers who weren't so health-conscious before may become more so now," Phee explained. These changes in talent trends within the FMCG sector come as consumer behaviours evolve.

Moving forward, Randstad predicts health to be a top concern for all demographics. It also predicts that low trip frequency and bigger baskets to become the norm in the stay-at-home economy. At the same time, convenience-driven retail will thrive and value-based shopping will become a trend among younger age groups.

Meanwhile, pent-up energy from lockdowns is expected to drive employment growth in Malaysia. According to Randstad Malaysia, workers may also have the motivation to hunt for new jobs, especially if they had planned to do so before the lockdowns and want to take advantage of the new job opportunities once businesses restore their full operations.

Due to the further tightening policies on hiring foreign workers, Randstad said many employers are looking to hire skilled and digitally-adept talent locally to support their digital transformation projects. In particular, talent in cybersecurity, blockchain, digital banking and the Internet of Things are in very high demand.

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Many companies are also expecting candidates in other functions such as human resources, sales and marketing as well as accounting and finance to be familiar with working on digital platforms and processes. Candidates are also held to higher expectations in terms of their ability to think creatively and adopt technology to improve operations and boost productivity.

Fahad Naeem, head of operations at Randstad Malaysia, said even as the firm anticipates that more people will re-enter the job search market, companies should not mistake it as a bigger candidate pool to tap into.

"Industries such as technology, manufacturing as well as banking and financial services are facing hiring challenges due to the mismatch between their company’s digital growth ambition and the shortage of qualified talent to realise their business goals," he explained.

Photo courtesy: 123RF

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