Internet moves IT roles into the mainstream

Research into the impact of the internet on the IT skills requirements of a wide range of industries has found the technologist’s role is changing.

IT staff are no longer hidden within the IT organisation but are increasingly required in more business-related roles because of e-commerce growth, according to a new study conducted by IFF Research.

The skills council study, led by industry representative body Skillsmart Retail and with contributions from Go Skills, People 1st, Skillsmart Retail, Creative and Cultural Skills, Skillset and Financial Services, looked into how online trading has affected working practices.

Across the industry, the study found the impact of conducting more business over the internet had led to more technology skills requirements across every business area. It cited the example of how hotel managers now deal with online bookings, as well as those made via traditional channels.

Those companies with already well-developed webs strategies were found to have a multi-disciplinary e-commerce team at the heart of a multichannel business.

“Many IT roles have become much more flexible and varied meaning that staff need a blend of specialist expertise and wider business or sector specific knowledge in order to succeed,” the report said.

Examples here included, an online community manager to monitor internet forums and social networks and drive traffic to a company’s website, a multichannel product manager or e-commerce director to ensure online trading is represented in business strategies.

The study also discovered a trend within consumer facing industries to bring in freelance technology experts at the early stages of developing an online or e-commerce presence. But they were more likely to employ staff in-house as the presence was developed.

And, because of a move away from ‘brochure websites’ towards interactive web 2.0 and social networking sites, the study said traditional IT specialists are working much more closely with interactive media specialists to offer more attractive services.

New job roles created within IT organisations to facilitate this shift included business analysts, usability specialists, online marketing specialists and graphic designers.

Ian Wheeler, Skillsmart Retail research manager, said: “Online trading is in fact now an integral part many businesses work and IT must be woven throughout the business to make sure that they can provide an online presence that fits in with the company’s culture, aims and strategies.”

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