What do most do when they want to check the new coffee place in the city? They search for it on Instagram to see if the interiors are nice and if the food looks appetizing. They also review the menu prices online in advance. What about when they want to buy a new gadget? They check on Facebook and browse the net to see what people are saying about it and validate if it’s going to be worth the purchase.
Nowadays, this is already a norm for many Filipinos. Many rely heavily on the internet whether it is for shopping, news updates, social proof, or checking out trends. Over the past few years[1], companies have utilized social media platforms like Facebook and Instagram and online sites to reach more people and address this behavior of customers. Digital initiatives and campaigns are now mandatory to grow businesses and increase customer loyalty as Filipinos use social media for both leisure and work.
A global survey conducted by market research agency GWI in Q3 2021 reveals that the Philippines has ranked second overall as 36.7% of its internet users ages 16 to 64 use social media for work-related research and activities, which is more than the world average.[2]
These numbers reflect a heightened demand for tech-related skills and poses a need for people to upskill to fill in the vacancies within the IT industry. This is also driven by the increasing expansion of the tech industry – where the growth rate shows to be much higher than it was pre-pandemic.[3]
“The past few years have shown great potential for more companies to hire IT and digital marketing professionals to help grow their businesses. According to the recent Jobs on the Rise report of LinkedIn[4], the fastest-growing job categories were in technology. IT professionals and marketing analysts, for example, continue to be some of the most in-demand jobs and fastest-growing jobs not just in the Philippines but across the world as demands for these positions increased in the first quarter of 2022[5],” shares Roman Kumas Vyas, Founder of Refocus.
Online education technology company Refocus recognizes the increasing demand for digital marketing and IT professionals among companies across the region, including the Philippines to help them scale operations.
Potential and Growth of SEA Market
The economies in SEA are booming, and this has pushed Refocus to get in and take off on the wave of this growth. The competitive environment, according to the company, is still relatively small as many markets are still emerging.
The growth domestic products (GDP) for the five biggest members of the Association of Southeast Asian Nations – Indonesia, Malaysia, Philippines, Singapore, and Thailand – are expected to grow by 5.1% in 2022 according to the latest quarterly survey by the Japan Center of Economic Research and Nikkei.[6]
There is a growing demand for IT and digital competencies in the region. Skilled workers are constantly being sought out in local markets. Refocus believes that the need for digital marketing in the Philippines came about with the realization that there is growth in the edtech market in Asia where there are only small players accessible to the people.
“While there are many interested in marketing, there are not a lot of qualified employees on a local scale, so we are taking this opportunity to provide the necessary means to upskill and help these employees gain the knowledge and capabilities,” says Vyas.
The thriving and digitalized economy of SEA countries has inspired Refocus to calibrate and scale their reach by launching and offering their digital marketing course in the region where IT and digital competencies are highly demanded in the workforce.
Growing IT and Digital Marketing Professionals in PH
In the Philippines, the Department of Trade and Industry launched early last year its National Employment Recovery Strategy that is responsible for jumpstarting job creation amid the impacts of COVID-19. In the first quarter of 2022, DTI reveals that about 980,000 jobs have been generated already, the bulk of which come from the construction and IT and business process management industries.[7]
Coincidentally, the Refocus Inner Survey conducted in the first quarter of 2022 shows that 84% of Refocus’ target market in Southeast Asia want to work within the IT sector. This cements the reason why Refocus further works on teaching practical IT and digital marketing skills that help their students land the right jobs immediately after they complete the program.
Christine Kademas, a Refocus student, shares how finding an online educational platform helps her focus and build on her digital marketing skills and eventually aim for bigger things in the future. “There is a huge demand for digital marketers and IT professionals, and with the lessons taught at Refocus, it has helped me strive and aim to build my own digital marketing business in the future to hopefully be a platform for me to share my knowledge with aspiring digital marketers, too,” she muses.
Addressing the PH Demand for Digital Marketers
To address the demand on job opportunities within the IT and digital marketing industries, Refocus is continuously working to negotiate strategic partnerships with some of the country’s large corporations to secure job guarantees for graduates of their digital marketing program.
“We want to help our students find the right positions or land their dream jobs in a company that believes in the power of digital marketing and IT. Over the next few months, we are hoping to be able to secure these potential partnerships to add to our growing list of companies that are interested and willing to hire graduates from our program,” ends Vyas.
Refocus’ digital marketing program aims to help a person with zero knowledge and experience in marketing to become a specialist viable for employment in any company. Refocus offers an online program that helps students understand, practice, and immerse themselves in various aspects of digital marketing in a span of nine months. Graduates earn a certification once they finish the program. Students are gathered in communities and learn new job-ready skills with the help of Refocus’ corporate partners and curators.
[1] Digital 2022: Global Review Report, (https://datareportal.com/reports/digital-2022-global-overview-report?utm_source=DataReportal&utm_medium=Country_Article_Hyperlink&utm_campaign=Digital_2022&utm_term=Philippines&utm_content=Global_Promo_Block)
[2] Digital 2022: Global Review Report, (https://datareportal.com/reports/digital-2022-global-overview-report?utm_source=DataReportal&utm_medium=Country_Article_Hyperlink&utm_campaign=Digital_2022&utm_term=Philippines&utm_content=Global_Promo_Block)
[3] Tech Resume Tips: Expert Advice for Boosting Your Technology Job Application, (https://youtu.be/NDvZG4vzpU0)
[4] The Fastest Growing Jobs Around the World, (https://www.linkedin.com/business/talent/blog/talent-strategy/fastest-growing-jobs-global)
[5] The Most In-Demand Jobs Right Now, (https://www.linkedin.com/business/talent/blog/talent-strategy/most-in-demand-jobs)
[6] Philippines, Thailand Poised for Faster Growth in 2022: Survey, (https://asia.nikkei.com/Economy/Philippines-Thailand-poised-for-faster-growth-in-2022-survey)
[7] Gov’t, Private Sector vow to create more jobs for Filipinos, (https://www.pna.gov.ph/articles/1173417)
