Digital Profiles: The Future of Business Models

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Mercadeo Magazine Julio 2024

A change in traditional business models is coming, and companies are adapting. Nowadays, a true challenge for them is searching for a team of professionals with experience in the digital field.

We don’t need to be fortune tellers to predict office hours will disappear soon. And many labor market analysts support this thesis based on the recent growth of the online economy.

In the new dynamic, companies share their projects online, and professionals take the job remotely depending on their interests, working conditions, and the economic compensation they’re offered. This modality is increasingly popular in Europe and the United States, to the point that there is a greater demand for digital experts than offers.

But what is its real challenge? Well, the permanence and continuity of workers, since models are based on flexible terms and schedules. For this reason, companies must develop strategies to keep the professional for a long time.

This type of labor market includes:

  • Freelancers.
  • Teleworkers.
  • Workers of the ‘gig economy’ (a term that refers to workers of technological fields and the online economy).

The digital labor market under debate, a study conducted by the Cotec Foundation, found that “millions of people combine different sources of income and shape their lives through a wide variety of unconventional labor relations.”

In parts of Europe, traditional ways of hiring people and conventional labor relations prevail. However, these different modalities have shown slow but progressive growth. According to a survey launched by The European Foundation for the Improvement of Life and Working Conditions (Eurofound), freelancing has increased from 23% to 32% between the years 1995 and 2016.

Millennials, the digital generation

The digital platforms that serve as intermediaries between employees and employers have begun to innovate and offer many options to facilitate their business relationship. Renowned companies like Glovo and Uber, which work in the urban transport area, both have updated their platforms to make the work of distributors and drivers easier.

On the web, there are many platforms adapted for the different modalities and specific needs of every professional, such as graphic designers, community managers, translators, programmers, project managers, cybersecurity experts, etc.

These labor trends have popularized thanks to millennials and their need for having creative freedom and schedule flexibility. Planning your hours is one of the best ways to balance work with personal life.

But despite this strong tendency to outsource services, finding talent can be expensive. This is why companies that discover creative people try to retain them as long as they can to improve their competitiveness, an essential factor in every market.

Cleaning, maintenance, security, and customer service are the most frequent areas for outsourcing. However, creative and development projects have a higher value.

Last November, the Santander Financial Group carried out a program called “Santander Talentour” to discover the best talents in several universities in Spain.

According to the group, the program was aimed at “young people with technical skills of knowledge of the STEM branch (Science, Technology, Engineering, and Mathematics),” who also have “other fundamental skills, such as teamwork, communication, learning abilities and, above all, a lot of proactivity and motivation.”

To achieve their goal, they planned a series of activities, forums, and competitions related to data science, programming, the development of new technologies, and others.


Digital profiles: the new business model

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