C2 | Life The Sunday Times | Sunday, November 15, 2015 Sunday, November 15, 2015 | The Sunday Times Life | C3

Would you have heard of userexperience designers before theturn of the millennium? How abouta search engine optimisationspecialist? Or social media analysts?

Chances are, these jobs – whichare increasingly in demand thesedays – probably did not exist orwere unheard of 15 years ago.

Since 2000, new jobs such as appdevelopers, social media officersand search engine optimisationspecialists – who help businessesincrease their rankings on onlinesearch engines, typically by assist-ing in the business’ web design –have popped up.

Singapore’s Economic Develop-ment Board has also identified dataanalysts, user experience designers,design or innovation managers,design researchers and futuresadvisors as new jobs in the past 15years. Some of these jobs emergeddue to technological developments,while others, such as sustainabilityofficers, came about because ofrising environmental awareness.

The emergence of new jobs is notsurprising, say experts. What isinteresting is the variety and speedat which they are entering the main-stream labour market.

Mr David Leong, 45, managingdirector of recruitment firm People-Worldwide Consulting, says: “Astechnology advances, new jobs willemerge to replace older onesrelying on existing technology.

“But with technology advancingat a faster rate, the labour markethas probably changed more in thelast 15 years compared with the 50years before that. It looks like itmight change even more quickly inthe future.”

Experts say the biggest influenceon the job market in recent years isprobably the Internet explosion.

Although said to have beendeveloped as early as the 1960s, theWeb saw mass adoption in the late1980s and 1990s and has sinceinfluenced almost every aspect oflife.

The Internet’s exponentialgrowth, fuelled by the developmentof mobile devices such as smart-

phones, has also led to the rise ofrelated technologies such as socialmedia. Some milestones – Googlewas founded in 1998, Facebook waslaunched in 2004 and the firstiPhone was released in 2007.

More than three billion people –43 per cent of the world’s popula-tion – use the Internet, according tothe United Nations InternationalTelecommunication Union.

Says Associate Professor SarahCheah of the National University ofSingapore Business School: “Frombeing a unique medium for locatingand exchanging information, theInternet has evolved into a mainplatform where e-commerce takesplace and peers connect with oneanother through social networks.The Internet’s appeal to consumershas surged to unimaginableheights.

“It is, therefore, not surprisingthat companies and agencies haveintroduced new organisationalprocesses, structures and roles tocapture the burgeoning e-commercemarket.”

And for many businesses andorganisations, social media hasbecome a crucial element of theircustomer-engagement strategies.

Banks, airlines and governmentagencies hire executives to handletheir social media accounts.

For example, when OCBC Bankset up its Twitter account in 2011, itwas managed by one employee.Today, it has more than 10 full-timestaff working on platforms such asFacebook, Instagram and LinkedIn,and handling aspects such asstrategic planning and governance,brand management, contentmarketing and customer service.

Other jobs that have rode thetechnology wave include appdevelopers and search engineoptimisation specialists, who canbe employed by companies oroperateasindependentcontractors.

Apart from technologicaladvancements, experts say a grow-ing awareness of environmentalissues in recent decades has ledorganisations to employ a sustaina-bility officer to champion and

monitor sustainability efforts.For example, under a govern-

ment initiative last year, eachministry is required to appoint asustainability manager to drive sus-tainability improvements withinthe ministry and its statutoryboard, among other tasks.

Mr Erman Tan, 51, president ofthe Singapore Human ResourcesInstitute, says: “In the past, respon-sibilities involving sustainabilityrested with the facility manager.

“But as sustainability initiativeshave now expanded beyond thefacility – to include the company’soverall strategy and productmarketing philosophy – theposition has increased in impor-tance and now has its own title.”

So what does the emergence ofnew jobs mean for job seekers?

Polytechnics and universities saythey are aware of the changes in thejob market and are preparing theirstudents to take advantage of newopportunities.

For example, in 2011, NUS intro-duced a multi-disciplinary environ-mental studies degree programmeto produce professionals with theskills to understand and addresscomplex modern environmentalissues.

That same year, Singapore Poly-technic introduced a module onsocial media marketing to prepareits business information techno-logy students for new jobs such associal media officers.

Last year, the school alsolaunched a social media listeningcentre in its premises so thatstudents can learn how to use socialmedia monitoring tools, manage acompany’s online reputation andexecute a social media marketingcampaign.

In 2012, Ngee Ann Polytechnicstarted a digital media communica-tions specialisation option – whichincludes modules such as socialmedia strategy, content design formobile devices and integrated digitalmedia – under its diploma in masscommunication.

In recent years, Nanyang Poly-technic has also introducedcourses in mobile computing,analytics, social computing, cybersecurity, Internet and cloud

computing, to equip students withthe skills to meet the changingneeds of the working world.

Its specialist diploma in mobilecomputing, introduced in 2013,and its diploma in infocomm anddigital media, introduced in 2011,are over-subscribed.

Mr Dennis Ang, director of thepolytechnic’s school of informa-tion technology, says: “To addressfuture industry needs, NanyangPolytechnic constantly keepsabreast of the ever changingindustry landscape through ourstrong links and collaborationswith the industry.

“We also have industry leaderson our advisory committees toprovide feedback and advice oncurrent and future trends. Theirfeedback helps shape our curriculato ensure that our studentsgraduate with the relevant industryskills and knowledge.”

bang@sph.com.sg

Estimated monthly salary$4,000 to $5,000Minimum qualifications• A degree or diploma in IT orrelated fields and a goodfoundation and experience inmobile application developmenton platforms such as iOS, Androidor Windows.• Ability to solve complexprogramming problems.

From an app to determine thetime one’s bus will arrive to animmersive virtual reality app for aproperty firm – these are some ofthe products by home-growndigital marketing and mobile appdevelopment house Originally Us.

It is among several Singaporefirms that develop apps, whichemerged after the mass adoptionof smartphones in the late 2000s.

Co-founded by Mr Calixto TayWei Kiat, 27, it has created morethan 30 apps for hospitality

groups, property firms and govern-ment agencies since starting lastyear.

One of its most successful appsis SG BusLeh, which informs usershow long it will take for their busto arrive and displays the approxi-mate physical location of the bus.

Launched in May, the free app isthe highest-rated bus app fromSingapore on the Android store. Itis also available on iOS.

Mr Tay, who is married with nochildren, says: “We are quiteproud of this app because it ispractical and relevant to the localmarket. Some users say it is funnybecause it uses some Singlishterms. We hope to create moreapps like this.”

He is working on another appthat functions as a mobile point-of-sale system built for food andbeverage establishments.

Instead of having waiters scrib-ble orders on paper, the orders can

be entered into the app on amobile device and the informationrelayed directly to the kitchen.

Mr Tay’s interest in softwaredesign started in his school days.In Secondary 1, he wrote codes tomake his computer do things suchas automatically open the CD driveor specific browsers.

And while doing project work,he wrote a program similar toGoogle Docs, which allowed hisclassmates and him to edit thesame document at the same time.

He says: “I just love program-ming. If you know the right codes,you can basically program a deviceto do anything.”

After graduating summa cumlaude (with highest distinction)from the Singapore ManagementUniversity with a degree in infor-mation systems management twoyears ago, he was the IT managerin a food company briefly beforestarting Originally Us.

The firm employs 10 staff, includ-ing three project managers andfour other app developers.

Mr Tay says his job is to trans-form a client’s ideas into a working,useful and well-designed mobileapp.

About 80 per cent of his workinvolves coding new functions forapps. The rest goes towards testingthe functions and fixing issues.

People underestimate the timeand manpower needed to build anapp, he adds.

“The reality is that creating anapp takes anything from a month toa year, depending on its complexi-ty. It also often takes two or morepeople as we are experts indifferent areas of app creation.”

Finally, Mr Tay has a note ofcaution for wannabe appdevelopers: “You have to really lovecodes and devices because thoseare what you will be looking at allthe time.”

Estimated monthly salary$6,000 to $8,000Minimum qualifications• A degree in environmentalmanagement, sustainable urbansolutions, science, engineeringor a related field.• Have an in-depth knowledgeof sustainability and apassionate interest in sustainablesolutions.

If you are a regular shopper at Ikea,you would notice that the furnitureretailer has long ditched plasticbags in favour of reusable carrierbags sold at 90 cents each.

You may also have dropped alight bulb or two into the light bulbrecycling stations at its stores inAlexandra and Tampines.

These are just some of themeasures implemented by theteam led by Dr Lee Hui Mien, 35,head of sustainability for the Singa-pore, Malaysia and Thailandbranches of Ikea.

Dr Lee, a graduate from NanyangTechnological University, who hasa PhD in electrical and electronicengineering, took on her currentrole 21/2 years ago. Before that, shewas a researcher in a governmentagency.

A nature lover who enjoyshiking, she says that people oftenhave the misconception thatsustainability issues can bereduced to just emotional tree-hugging and that the industryattracts impassioned eco warriors.

But going green is part of acompany’s overall corporate

strategy. Dr Lee says: “It is aboutstriking a balance between thecompany’s progress and its costs,as well as the impact on theenvironment.”

Sustainable practices can elimi-nate waste and generate costsavings, leading to a strongerbottom line.

For example, Dr Lee’s teamworks with the company’sfacilities and maintenancedepartment to manage and reducethe consumption of energy, waterand waste.

Eco-friendly businesses oftenenjoy good publicity and greatercustomer loyalty.

“One of my colleagues likes tosay we are the good karma of thecompany,” she says.

They also conduct workshopsfor new staff on the importance ofsustainability and spearhead socialinitiatives such as helping to packunsold food to distribute to theneedy and – yes – plant trees inparks.

In addition, Dr Lee is working ona project to recycle the waste oil in

Ikea’s restaurants by turning theoil into biodiesel that can be usedfor the store’s delivery vans.

To be a good fit for a job insustainability, one needs to beinnovative, patient, determinedand passionate about the environ-ment and society, she says.

Dr Lee, who is in a relationship,adds: “I love that my job is meaning-ful – I help improve the lives ofpeople, the environment and alsohelp the business.

“This gives me a sense of fulfil-ment and purpose.”

Estimated monthly salary$4,000 to $6,500Minimum qualifications• Possess good copywriting skills,creativity, a sense of humourand an experimental mindset.• Have good data analysis andinterpretation skills andsavvy with social media.• Having a technology- orcommunication-based degreeis an advantage.

Facebook, Twitter, Instagram –Mr Marcus Yong, 28, is on top ofthem all.

The assistant manager of digitalmarketing at budget airline Scoot isthe king of social media at the com-pany.

He drives all aspects of its digitalmarketing, including its promotionannouncements, such as the airlineoffers that appear on Facebookfeeds.

Mr Yong, who decides howtweets and Facebook and Insta-gram posts are worded, also over-sees a team of community managerswho handle and monitor Scoot’ssocial media pages.

Scoot has more than 970,000“likes” on Facebook, more than10,000 followers on Twitter and9,000 Instagram followers.

The Nanyang TechnologicalUniversity communication studiesgraduate, who joined the airline inJanuary, says: “I chose this jobbecause I want to make a difference.And in digital marketing and socialmedia, I can see the effects of mywork very quickly.”

His job is to “create buzz andinterest” in Scoot’s services andproducts in a creative way.

In February, this meant capitalis-ing on the immense online interestabout whether a dress was blue/black or white/gold. He says: “We

wanted to create a game aroundthis issue since everyone was talk-ing about it.”

So Scoot invited netizens to vote.If more people voted blue/black,the airline would release deals forflights to Bangkok, Seoul, Qingdao,Shenyang, Gold Coast and Perth.

If more people voted white/gold,it would release deals for flights toHong Kong, Taipei, Tokyo, Nanjing,Tianjin and Sydney.

The result? The camps werealmost equal in size and Scoot gaveout deals to all the destinations.

Mr Yong, a bachelor, says: “In thisway, we engaged more than 700fans and helped brand ourselves asfun and vibrant.”

When customers have queries,social media is also one waythrough which the airline can help.

For example, there have beencases of customers sending the air-line a Facebook message saying

their flight was in an hour and theirbooking could not be found in theairline’s system.

“Social media allows us to quicklyput them in contact with the guestrelations department, which canhelp these customers,” Mr Yongsays.

The job’s drawback is that hesometimes has to deal withnetizenswhoare angryor emotional.

He says: “I’ve learnt that even ifsomeone is very nasty on socialmedia, we shouldn’t get defensive.Rather, we should just try to be ashelpful as we can. And sometimes,wejusthavetorollwiththepunches.”

While he also handles Scoot’smarketing through other channelssuch as e-mail marketing andonline advertising, he finds hiswork with social media particularlyexciting.

“It’s fast, challenging, dynamic,”he says. “And it’s fun.”

Estimated monthly salary$3,500 to $5,000Minimum qualifications• Degree in any discipline, withknowledge and experience insearch engine optimisation andproficiency in Web technologiessuch as HTML, CSS and XML.

Want to be number one on theGoogle search engine?

Mr Alan Koh is your man.The 32-year-old is the founder,

principal trainer and consultant atImpossible Marketing, a home-grown Internet marketing company.

It specialises in taking websitesto the top of online search results,meaning more Web traffic andleads for the businesses.

Started in 2013, the company hasnine staff. Past clients includedoctors, event organisers, propertyagents and various other businesses.

Mr Koh has a business financedegree from RMIT University inMelbourne, Australia.

From 2010 to 2012, he was amortgage broker, but his businessfailed from a lack of customers andstrong competition.

“The experience taught me theimportance of having leads – poten-tial sales contacts that can lead to aclosed deal.

“If more people had chancedupon my business online throughsearch engines, I might have hadmore leads and more clients,” hesays.

“That was when I becamefascinated with search engineoptimisation. I turned my attentiontowards it and now I help otherbusinesses get more leads by beingmore searchable online.”

Most of his clients want to reachthe first page of results. This, he

says, is achievable if they tailortheir websites to fit the algorithmsof search engines.

He says: “The secret is knowingwhat phrases users search for andincluding them in your website.”

For example, one of his clients –an aesthetic doctor – wants topromote a website featuring a newprocedure called “particle freedermabrasion”.

He says: “Nobody searches forthis phrase, so I’m redesigning hiswebsite to include words such as‘skin treatment’ and ‘smooth skin’to improve its search results.”

Apart from providing consultancyservices, he also conducts seminarson Internet marketing.

One participant, who attended atwo-day seminar in November lastyear conducted by Mr Koh, isMr Benny Chow, 28, chief market-ing officer of local photography

company Firefly PhotographySingapore.

Mr Chow says: “I applied Alan’sprinciples to my website. Now itcomes out on top whenever some-one searches for photographyservices in Singapore and mybusiness has increased by 30 percent.”

But getting a website up theranks takes time, says Mr Koh,whose wife is his company’sbusiness development manager.

He says: “It takes about threemonths for search engines to beconfident that your website isreliable and regularly updated.

“Some clients are anxious to getresults, so I have to manage theirexpectations.

“But when I see a client’s websiteranked at the top of Google searchresults, it gives me a great sense ofaccomplishment.”

New jobs,new skills

Mr Marcus Yongis assistantmanagerof digitalmarketing atbudget airlineScoot, wherehe drivesthe company’sdigitalmarketing.ST PHOTO:

CAROLINE CHIA

Dr Lee Hui Mienloves her job asa sustainabilityofficer as shecan not onlyhelp thecompany sheworks for, butalso improve thelives of peopleand theenvironment.ST PHOTO:

JAMIE KOH

With the rise oftechnology andincreasedenvironmentalawareness, newoccupations such assearch engineoptimisationspecialists andsustainability officershave been created

Search engine optimisation specialistMr Alan Koh’sjob is to designcompanywebsites suchthat they rankhigher up insearch engineresults. ST PHOTO:

ALICIA CHAN

Mr CalixtoTay Wei Kiatloves workingwithprogrammingcodes inhis job asan appdeveloper.ST PHOTO:

CHEW SENG KIM

App developer

Benson Ang

Sustainability officer

Features

With technologyadvancingat a fasterrate, the labour markethas probably changedmore in the last 15years comparedwith the 50 yearsbefore that.

’’MR DAVIDLEONG, managing directorof a recruitment firm

Social media officer

• Estimatedmonthly salariesand minimumqualificationsin the storiesare given bythe SingaporeHumanResourcesInstitute.

Features