This special report showcases the seismic shifts that have taken place as a result of COVID-19.
COVID-19 brought significant disruption to the global economy and permanent changes to the jobs landscape.
According to labour statistics by the Centre of Monitoring Indian Economy (CMIE)¹, India faced massive job losses at the early stages of the pandemic, with industries like manufacturing and services still facing sustained impact today.² However, many Indian businesses also experienced unprecedented demand and demonstrated resilience by pivoting to new solutions to keep their services available. LinkedIn data observed hiring declines reach a new low in April 2020, before slowly recovering with approximately 10-15 percentage points recovery every month across the next six months.³
As we move into 2021, workers and organisations are confronting the big questions: What trends have we seen emerge from 2020? What jobs are on the rise? And what skills are needed to succeed in these roles?
LinkedIn’s unique dataset offers insights into these questions. We have compiled them into a special edition of LinkedIn’s yearly Emerging Jobs Report, titled Jobs on the Rise.
This special edition report more closely represents the rapidly changing world we’re living in as a result of the pandemic. Instead of looking at how the jobs landscape has changed over the past 5 years - as we have done in years past - this year, we look at changes between April and October 2020, against the same period in the year before. We also map out the skills that are on the rise for workers and organisations.
While ongoing disruption and uncertainty will continue in 2021, our data shows there is still a range of exciting opportunities for talent with the right experience and skills. Workers equipped with the right skills, even at a basic level, will have an edge in finding employment opportunities within these fields. Read on to discover five of the most pertinent trends that have emerged in India as a result of the events in 2020.
Brands and individuals are engaging audiences online
As life is increasingly conducted in front of screens, non-tech roles are evolving to service new digital demands. This shift online is fuelling an evolution in how brands communicate with consumers. LinkedIn recorded a 48 percent increase in companies posting on the platform in June 2020, compared to a year earlier.
The creation of online content is not just driven by brands, but by individuals as well. India is home to one of the world’s largest and most rapidly growing bases of digital consumers and internet accessibility has been further accelerated by declining data costs which have fallen 95% since 2013.⁴ This has given rise to individuals sharing and creating content online. India’s top Job on the Rise typifies this - the freelance content creators. They use creative storytelling skills to produce entertaining content across a range of channels, from podcasts to videos and social media posts. They may be working to develop their own brand or in partnership with an organisation – usually both.
Freelance content creators
With India expected to have over 760 million smartphone users in 2021,¹⁴ demand for local and relevant content is only going to grow in 2021. Channels for content are boundless - YouTube is the country’s most popular digital platform with an 82 percent penetration rate,¹⁵ India also has a burgeoning podcast scene, and is currently the third-largest podcast-listening market according to a report by KPMG.¹⁶ As new ways to monetise this content emerges, demand for those who can produce captivating stories will only grow.
Top titles: Podcaster, Creative Writer, Youtuber, Blogger, Content Coordinator
Top skills: Web Content Writing, Content Development, Podcasting, Video Editing, Creative Writing
Top locations: Bengaluru, New Delhi, Mumbai
LinkedIn Learning courses: Learning to Write for the Web, Producing Podcasts, Premiere Pro 2020 Essential Training
Social media and digital marketing roles
There were 400 million social media users in India at the start of 2020, a 48% growth from the year before.¹⁷ Brands need to connect with this rapidly growing market,¹⁸ and this is fuelling demand for experts who know how to craft the perfect message to engage customers and drive demand across different social and digital channels.
Top titles: Social Media Marketing Manager, Social Media Strategist, Growth Hacker, Web Manager, Digital Marketing Director
Top skills: Search Engine Optimization (SEO), Growth Strategies, Social Media Marketing, Web Development, Influencer Marketing
Top locations: New Delhi, Bengaluru, Mumbai
LinkedIn Learning courses: SEO Foundations, Introduction to Web Design and Development, Social Media Marketing Foundations
In 2020, the ability for organisations and brands to communicate with customers became even more important. The shared experience of the pandemic has seen people seek out companies who are willing to offer an authentic reflection of times we are living.¹⁹ With new expectations that brands will communicate their values clearly, marketers play a key role in communicating the companies’ values and engaging in meaningful conversations with customers.²⁰
Top titles: Brand Associate, Affiliate Marketing Specialist, Network Marketing Specialist, Brand Representative, Head of Communications
Top skills: Affiliate Networks, Brand Marketing, Network Marketing, Brand Ambassadorship
Top locations: Bengaluru, Gurgaon, New Delhi
LinkedIn Learning courses: Branding Foundations, Marketing: Brand image
Cybersecurity is critical to a digital-first future
According to Mckinsey, India has more than half a billion internet subscribers and is projected to reach 840 million users by 2023.⁵ The rise in all things digital is also driving demand for people who can keep data secure and safe. Cybersecurity and data science roles will continue to rise as data safety becomes a key priority for consumers and organisations alike.
Specialised engineering roles
India’s status as a world leader in tech is well established. It has the second-fastest digital adoption among 17 major digital economies and the sector is forecast to deliver up to 65 million jobs by 2025.²¹ Core to this is the range of specialist engineers, from back end developers who maintain data and debug systems, to network experts who keep connections running smoothly.
Top titles: Network Expert, Software Engineering Specialist, Back End Developer, Development Team Lead, Web Development Specialist
Top locations: Bengaluru, Hyderabad, Mumbai
LinkedIn Learning Courses: Node.js Essential Training, Learning Python, Introduction to Data Structures & Algorithms in Java
Artificial Intelligence roles
Artificial Intelligence roles play an important role in India’s emerging jobs landscape, as machine learning unlocks innovation and opportunities. Roles in the sector range from helping machines automate processes to teaching them to perceive the environment and make autonomous decisions. This technology is being developed across a range of sectors, from healthcare to cybersecurity.
Top titles: Machine Learning Specialist, Artificial Intelligence Specialist, Machine Learning Engineer
Top skills: Deep Learning, Machine Learning, Artificial Intelligence (AI), Natural Language Processing (NLP), TensorFlow
Top locations: Bengaluru, Hyderabad, Chennai
LinkedIn Learning Courses: Introduction to Deep Learning with OpenCV, Artificial Intelligence Foundations: Machine Learning, NLP with Python for Machine Learning Essential Training
Given the country's growing online population, as well as its excellence in tech skills, the cybersecurity market is expected to grow from $1.97 billion in 2019 to $3.05 billion by 2022.²⁵ This has been accelerated by digital transformation initiatives that have been through 2020 and the associated risk and privacy concerns that come with it. ²⁶
Top titles: Security Researcher, Cyber Security Specialist
Top skills: Ethical Hacking, Penetration Testing, Web Application Security, Vulnerability Assessment, Cybersecurity
Top locations: Bengaluru, Hyderabad
LinkedIn Learning Courses: Ethical Hacking: Introduction to Ethical Hacking, Penetration Testing Essential Training, Programming Foundations: Web Security
Data science roles
India’s rapid adoption of technology has delivered organisations masses of data and with it the potential to unlock new solutions and products. Organisations need to manage data and establish proper processes to safely store and analyse it. Data science roles exist across a range of functions - from collecting the data and maintaining those systems, to analysing the insights and forecasting emerging risks and opportunities.
Top titles: Data Science Specialist, Analytics Consultant, Data Analyst
Top skills: Tableau, R (Programming Language), Data Analysis, SQL, Machine Learning
Top locations: Bengaluru, Hyderabad, Mumbai
LinkedIn Learning Courses: Tableau Essential Training, Learning R, Learning SQL Programming
COVID-19 is accelerating emerging tech solutions
From ordering groceries online to studying remotely or switching to cashless payments - COVID-19 forced many Indian organisations and consumers to quickly adopt new technology. India’s growing EdTech scene saw significant growth during the lockdown months, and with one of the world’s youngest populations, the sector will continue to grow.⁶ The Indian EdTech market is expected to be worth US$10.4 billion in 2025, up from US$2.8 billion in 2020,⁷ while India’s e-commerce market will be worth US$200 billion by 2026.⁸ The HealthTech and FinTech sectors are also forecast to experience significant growth as they begin to scale.⁹ ¹⁰ Particularly sought after will be talent who can pivot to digital-based operations smoothly.
India has over 2100 fintech startups, with nearly half choosing Mumbai, Bengaluru, New Delhi, Gurugram, and Hyderabad for their headquarters.²² The rise of fintech, fuelled by rapid internet and smartphone adoption, is just one element of India’s diversifying and expanding finance sector. The sector is undergoing reform and liberalisation, which is likely to create opportunities in roles from trading to regulation to analysis.
Top titles: Equity Trader, Regulatory Compliance Analyst, Treasurer, Financial Consultant, Investment Analyst
Top skills: Trading, Financial Analysis, Equity Research, Compliance Management, Investment Banking
Top locations: Bengaluru, Mumbai, Hyderabad
LinkedIn Learning Courses: Financial Analysis: Introduction to Business Performance Analysis, Financial Analysis: Making Business Projections, Finance Foundations
India’s fast-growing EdTech sector is supported by its young population, with demand likely to continue for education roles that have an online element. For example, BYJU, a learning app for children, is meeting growing demand by hiring some 8,000 new roles, in both technical and non-technical positions.²³ Amid the disruption of COVID-19, LinkedIn data observed an interesting transition from recruitment to career counselling. Skill sets for spotting talent can now be used to help students prepare to be hired.
Top titles: Academic Advisor, Admissions Officer, Curriculum Developer, Education Professional, Career Counsellor
Top skills: Career Counseling, Admissions Counseling, Career Development, E-Learning, Educational Leadership
Top locations: New Delhi, Bengaluru, Hyderabad
LinkedIn Learning Courses: Learning to Teach Online, Top 10 tips to conduct job interviews
India’s e-commerce market is expected to be worth some US$200 billion by 2026, fuelled by the adoption of smartphones.²⁴ Globally retailers are looking to India’s growing consumer class, and demand for local knowledge on the market and insights into consumers will continue to support the trend for e-commerce workers.
Top titles: Online Specialist, Ecommerce Coordinator
Top skills: Digital Marketing, Team Management, E-commerce Optimization, Search Engine Optimization (SEO), Online Marketing
Top locations: Bengaluru, Mumbai, Chandigarh
LinkedIn Learning Courses: Online Marketing Foundations, Marketing Foundations: eCommerce, SEO Foundations
Prior to COVID-19, which sharpened the world’s focus on the importance of health, India’s healthcare sector was already growing. The market expected to be worth US$372 billion in 2022, up from US$61.8 billion in 2017.²⁷ Sectors like medical tourism were gaining traction, while India’s large and expanding population also fuels further demand.
Top titles: Medical Officer, Psychologist
Top skills: Healthcare, Medicine, Counseling Psychology, Psychotherapy, Mental Health Counseling
Top locations: Chennai, Chandigarh, Bengaluru
Customer experience is key
Indian consumers are well informed - nearly half (40%) will do online research before making a purchase. ¹¹ Consumers can now give immediate and direct feedback via social media, so the importance of excellent customer experiences is crucial. Brands recognise that the key to attracting and retaining customers is the experience – from staff engagement to the ease of using an app. The disruption of COVID-19 has fuelled demand for customer services roles as brands navigate customer concerns and adapt to how they deliver their services online.
User experience designer roles
Making interfaces between technology and the user as seamless as possible is the goal of user experience designers. With India’s surging startup scene, particularly in Bengaluru, demand for skilled talent who can realise the full potential of a new service or app will remain strong.
Top titles: User Experience Designer, User Interface Designer
Top skills: User Experience Design (UED), Wireframing, User Interface Design, User Experience (UX)
Top locations: Bengaluru, Hyderabad, New Delhi
LinkedIn Learning Courses: Planning a Career in User Experience, User Experience for Web Design, Illustrator for UX Design
Customer service roles
Customer service now exists across a range of functions - from reacting to customer complaints, to proactively working with consumers to understand their needs and find solutions. The rise of SaaS services, which exist on a subscription basis, means managing good customer relationships is more integral than ever to an organisation's success.
Top titles: Customer Service Specialist
Top skills: Customer Support, Customer Relationship Management (CRM), Technical Support
Top locations: Bengaluru, Hyderabad, New Delhi
LinkedIn Learning Courses: Working with Upset Customers, Learning Salesforce, IT Service Desk Careers and Certifications: First Steps
Lifelong learning will keep talent ahead of the curve
India’s workforce had already been going through a period of disruption before the pandemic struck. The rapid adoption of technology meant half the workforce was expected to need reskilling by 2022.¹² While many emerging roles may be influenced by tech, globally the majority of people who fill these roles often come from non-emerging jobs.¹³ Roles in Human Resources, and Sales and Business Development still rely on the same core skills, but require additional digital tools to boost performance. The rise of tech means all talent now needs to master basic digital skills to stay ahead of the game.
Business development and sales roles
Identifying new opportunities and understanding the evolving needs of clients is key to any organisation’s growth and success. This is especially the case for organisations that saw an increase in demand due to the pandemic. As a result, we have seen these organisations expand their business development and sales capabilities.
Top titles: Business Development Associate, Sales Team Lead, Strategic Advisor, Business Development Specialist, Business Development Specialist
Top skills: Customer Relationship Management (CRM), Inside Sales, Team Management, Sales Management, Business Development
Top locations: Bengaluru, New Delhi, Hyderabad
LinkedIn Learning Courses: Learning Salesforce, Identify Sales Growth Opportunities, Business Development: Strategic Planning
Human resources roles
As companies implement new work from home policies to keep their employees safe during the pandemic, human resource professionals are presented with a new challenge of supporting a remote workforce – virtually managing employee engagement, upskilling and recruitment. The need of the hour is HR talent which can help recruit skilled talent and also develop existing talent – all from a remote setting.
Top titles: Human Resources Generalist, Human Resources Assistant, Human Resources Coordinator
Top skills: Recruiting, Employee Relations, Employee Engagement, Team Management
Top locations: Bengaluru, New Delhi, Hyderabad
LinkedIn Learning Courses: Interviewing a Job Candidate for Recruiters, Diversity, Inclusion, and Belonging, Motivating and Engaging Employees
A lifelong learning mindset is crucial for professionals looking to develop themselves and adapt to the workforce of the future. Workers who are equipped with digital skills — even at a basic level — will have an edge in finding employment opportunities. From digital marketing, project management to software development and data analysis, there are a range of LinkedIn Learning courses that professionals can take up to venture into these skill sets.
For talent professionals, we hope these trends provide valuable insights in informing your workforce strategies for 2021 - whether you're recruiting for new roles, upskilling your workforce or helping your organisation pivot to meet the demands of today’s changing talent landscape.
Resources for recruiters, or organisations hiring for new talent:
1. Address current and future skill gaps using skills trends and competitive benchmarking with LinkedIn Talent Insights
2. LinkedIn’s Skills Assessment to identify talent with relevant skills
3. Connect employees to relevant, applicable skills through a learning experience that is personalised and social with LinkedIn Learning
Resources for professionals looking for employment, or to pivot in their careers:
1. LinkedIn’s Career Explorer tool, to help job seekers gain a new perspective on the skills they currently have and explore different or new career paths
2. Free learning paths released last year for in-demand jobs
3. LinkedIn Learning courses to help you secure a job (‘Expert Tips for Answering Common Interview Questions’, ‘How to Rock an Interview’, ‘Resume Makeover’, etc.)
For talent professionals, we hope these trends provide valuable insights in informing your workforce strategies for 2021. Find out how LinkedIn can partner with you to turn these trends into successful strategies. Get a snapshot of how LinkedIn’s suite of solutions can help you identify, hire and build critical skills for your organisation in this infographic.
"Jobs on the Rise" are defined as the career categories that have seen the highest year-over-year growth rates in hiring (as reflected in the April 2020 to October 2020 timeframe).
LinkedIn Economic Graph data scientists have looked at over 15,000 job titles to uncover the jobs that have grown the most, compared to 2019 levels.
Those titles were then grouped into overarching career trends that capture as many as 25 job titles within each category. Each trend summary calls out the largest job titles within that trend. Career trends are ranked using a combination of year-over-year growth rate combined with the raw size of the job demand.