Metaverse, blockchain, NFT… these highly sought-after Web3 professions

“Web3 and luxury are made for each other. Haute couture and NFT operate on similar models of creativity, exclusivity and rarity,” says Julien Badr, president of Mercato de l’emploi, a national network of independent recruiters. To be able to meet the challenges of Web3, this decentralized Internet which exploits blockchain technology and which succeeds Web 2.0 (the “social Web”), luxury brands are mobilizing to find the best profiles in a frantic context of war. talents. But who are these rare pearls likely to make brands grow in the metaversethis virtual universe going beyond the real world?

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“Luxury houses are looking for profiles who, beyond their creative and digital skills, are able to understand their artistic and cultural expectations. With all the difficulty of preserving the brand’s DNA and heritage while having the roadmap to bring them to innovate, surprise, even sometimes “disrupt”, while remaining within the limits of the given playing field » , analyzes Vannina Beretti, headhunter at Upward Creative.

In short, five-legged sheep who must carry out real change management by multiplying tests and innovations, by identifying new purchasing trends or by creating new communication channels with their audiences and customers.

In this highly competitive context, to position their brand in the virtual universe, luxury companies must arbitrate between the need to build teams internally and the possibility of outsourcing skills to specialized digital agencies, which are developing at great speed. “Some major luxury groups have massively recruited, like Kering. Others use external service providers. This trend will continue, because it is a matter of stabilizing a mix of internal and external teams, in a ratio of around 50-50,” explains Claire Gourlier, partner at KéaEuclyd.


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NFT, Metavers… why luxury brands are immersing themselves in Web3

In the largest companies in the sector, “Web3, NFT, metaverse” departments have been set up in recent months and the profiles of chief metaverse officer, Web3 strategist, Web3 digital manager or even NFT manager have multiplied. LVMH, Gucci, L’Oréal, McLaren, all already have in-house teams dedicated to this new strategic El Dorado. “Web3 skills are rare, expensive, and hard to find.

While luxury brands are now testing new concepts in the metaverse, they must rely on technology partners or start-ups that have experience with such programs, known as “Web3 natives” (born with the Web3, Ed), rather than building their own teams themselves,” tempers Ambeshwar Nath, senior vice president and director of the industry, retail and logistics branch of Infosys, the Indian IT consulting giant. LVMH, for example, explores the field of possibilities in the metaverse thanks to specialized start-ups like Altava, Tangiblee or Threedium.


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NFTs could revolutionize certain sectors

For its part, Balmain has teamed up with the Mint platform to create its NFT campaign. “For brands, the challenge is to enter these new ecosystems, to understand their dynamics and to build their Web3 strategy by finding the right partners,” notes a consultant. “The profiles sought within specialized agencies have knowledge of technologies related to blockchain and the associated ecosystem, combined with experience in marketing and communication. These rare profiles have the necessary skills to reach the crypto, NFT and Web3 communities”, analyzes Mattis Meichler, director of Hash Consulting, a “native Web3” communication and marketing agency.

If the solution of internalizing talents within companies has advantages in terms of control, it requires setting up a strategy, often costly, of retention and loyalty of these collaborators. “Mostly digital natives, and less and less attached to ‘old-fashioned’ permanent contracts, these consultants favor the multiplicity of universes, experiences and professional challenges”, warns Vannina Beretti.

“It is often more relevant to work with freelance talent who will learn from other experiences, who will know the state of the art of Web3 to monitor or supervise projects, and who will always be more innovative and agile. , rather than securing an internal team at all costs”, advises a headhunter. The latter must also find a “digital creative director” whose mission will be to launch and structure the Parisian studio of a major player in the world of luxury.

According to Web3 specialists, this new ecosystem will give rise to new professions and lead to the reinvention of other functions. Thus, the metaverse storyteller, whose role is to imagine and design immersive quests allowing users to explore the virtual universe, can easily be trained as a screenwriter. The customer experience manager in the metaverse, whose mission is to reproduce in the virtual the attention given to the customer in a physical store, can be a graduate of a business school.


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“For more tech profiles such as the developer in the blockchain, for example, where the candidate must be able to write computer programs called “smart contracts” and must master classic languages ​​such as JavaScript, Java, Python or technologies such as Solidity, training as a developer at an IUT or an engineering school with a blockchain specialization is an excellent starting point,” underlines Julien Badr.

Be that as it may, future professions in the metaverse will have to call on hybrid profiles with multiple technological skills: knowledge of the market, creativity, 3D design, economic model, technical skill (NFT, smart contract or blockchain), knowledge of platforms of the metaverse, Web3 marketing, community development, virtual reality, in-depth understanding of artificial intelligence and algorithms, mastery of the user interface and cybersecurity… “The recruiter must above all detect the candidate’s ‘soft skills’, his ability to be curious, to be imaginative in order to satisfy an ever more demanding luxury client,” concludes Damien Créquer, founding partner of the firm Taste. Metaboutique or not, the codes of luxury must be there at all costs.

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The chief metaverse officer: instructions for use

Design strategies and coordinate development actions related to the metaverse. This is the mission of the “chief metaverse officer”, the key profile of brands wishing to enter this virtual universe that holds so much promise. Procter & Gamble, LVMH, Disney, Nike, Balenciaga have just hired such talent, with particularly flattering salaries. It must be said that he is a rare pearl: expert in technology, marketing, NFT, video games and Web3, endowed with a transversal vision and gifted for innovation. The Publicis group recently carried out a nice public relations operation by presenting its virtual chief metaverse officer.

How much does it pay in the metaverse?

  • Blockchain Developer: between 60,000 and 80,000 euros per year.
  • Metaverse Customer Experience Manager: between 80,000 and 100,000 euros per year + variable.
  • Chief metaverse officer: between 100,000 and 120,000 euros per year.

The tribes of this new virtual El Dorado

At the end of 2021, the American gaming expert Jon Radoff anticipated the emergence of four major families of professions related to the metaverse and Web3.

The submerged

They will be remunerated through the activity they carry out via their avatar.

  • Key skills : history and geography of metaverses, immersive navigation, communication…
  • Professions: metaverse real estate agent, metaverse team manager, metaverse mayor, metaverse tourist guide, metaverse police officer.

Organizers

Their activity will be linked to the optimal functioning of “metaversian” ecosystems.

  • Key skills : technical expertise, sense of network, rigour, negotiation.
  • Professions: metaverse asset manager, metaverse event manager, metaverse lawyer, metaverse recruiter.

The creators

They will create everything related to the metaverse (rules, experience).

  • Key skills : 3D design, blockchain, creativity, sense of observation.
  • Professions: stylist for virtual avatars, metaverse ethicist, metaverse urban planner…

The observers

With the blockchain, the data being “historical”, it is necessary to be able to question the past, analyze the present and anticipate the future.

  • Key skills : critical thinking, programming, analysis.
  • Professions: metaverse analyst, metaverse historian, metaverse cartographer.

Do you speak Web3?

Metavers: it is a virtual world. The term is regularly used to describe a future version of the Internet where virtual and shared spaces are accessible via 3D or 2D interaction in videoconferencing.

NFT: acronym for “non-fungible token”, or “non-fungible token” in French. It is a non-reproducible and tamper-proof digital file representing a unique asset, virtual or physical object (work of art, piece of music, etc.), listed in a blockchain and to which is associated a digital certificate of authenticity. and ownership (Larousse).

Blockchain: or blockchain. With no central authority, this information storage and transmission technology makes it possible to validate and secure any data exchange.

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Metaverse, blockchain, NFT… these highly sought-after Web3 professions


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