Six South African tech entrepreneurs have identified a gap in the job market for people with intermediate digital literacy. As many functions in a knowledge-based economy do not require a computer science degree, these entrepreneurs co-founded the GROW Academy, an education initiative that aims to provide entry-level staff skilled in digital literacy, termed digital artisans.
Adopted into the business strategies of consumer brands and corporate organisations around the world, social media and other Internet-based communication channels have now spurred entirely new job types such as a digital engagement officer. Utilising the power of the social web and various mobile and digital platforms, digital engagement officers focus on raising awareness and maintaining online communication channels for customers. This position blends project management and relationship management with communication and technical social media skills.
Managing the social media channels, content and online communication of an organisation requires in-depth knowledge of social media tools and an awareness of the social norms of the different channels. The role of the social media executive goes beyond a 'listening and responding' role to that of a 'conversation starter' and content developer. The tasks for this position follow from the digital marketing strategy of the organisation, which results in the tactical implementation of the strategy on a day-to-day basis.
The crowdraising specialist role has emerged from a blend of the power of crowd sourcing and the skills of campaign management to raise funds, usually for a special cause or non-profit organisation. It involves applying social media and other relevant web based tools for the generation of income and/or support and/or community from a defined audience. This position would require an individual with recognised, measurable social media experience coupled with an ability to build, influence and gain tangible support for specific initiatives.
With the increased power of Google and the developments in search algorithms such as the Panda updates, it takes some specialised skill to show up successfully in organic search results. Websites have to be continually optimised for content and keywords. This goes even deeper with the need to understand competitors' link profiles and to act strategically to compete effectively. For companies who can't afford an in-house SEO department, a website optimiser will ensure the company has a healthy search engine presence, whether through paid or organic search.
Much like traditional artisans such as electricians and mechanical technicians, training is a combination of theory and practical instruction under the guidance of an expert. The GROW Academy recreates this environment through boot camps that cover theory lead by an industry expert. Students are then given an opportunity to practice their skills on the Internet under guidance.
On completion of the boot camps, students are introduced to non-profit organisations where they can complete an apprenticeship and gain hands-on experience and soft skills. They are also offered the opportunity of enrolling in the SETA-accredited Internet Super-user course from Get Smarter in collaboration with the University of Cape Town. This course runs alongside the apprenticeship program and enables students to up-skill themselves even further.
