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 recruitment companies. To be able to meet the challenges of Web3, this decentralized internet that utilizes blockchain technology and succeeds Web 2.0 (“the “social web”), luxury brands are mobilizing to find the best profiles in a hectic context of war talent. But who is these rare gems likely to grow marks in the metaverse, this virtual universe that transcends the real world?

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“Luxury houses are looking for profiles who, in addition to their creative and digital skills, are able to understand their artistic and cultural expectations. With all the difficulty it is to preserve the brand’s DNA and heritage and at the same time have the road map to bring them to innovate, surprise, even sometimes “disrupt” while remaining within the framework of the given playing field » , analyzes Vannina Beretti, headhunter at Upward Creative.

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

In order to position their brand in the virtual universe, in this highly competitive context, luxury companies have to arbitrate between the need to build teams in-house and the possibility to outsource skills to specialist digital agencies, which are developing at great speed.” Some large luxury groups have massively recruited, like Kering. Others use external service providers. This trend will continue because it is about 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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In the largest companies in the sector, “Web3, NFT, metaverse” departments have been created 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 Eldorado. “Web3 skills are rare, expensive and hard to find.

As luxury brands now test new concepts in the metaverse, they must rely on technology partners or startups experienced in such programs, known as “Web3 natives” (born with Web3, Ed), instead of building their own teams themselves, ” tempers Ambeshwar Nath, senior vice president and director of the industrial, retail and logistics division of Infosys, the Indian IT consulting giant. LVMH, for example, is exploring the field of possibilities in the metaverse thanks to specialized start-ups such as Altava, Tangiblee or Threedium.

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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 one consultant. “The profiles sought within specialized agencies have knowledge of technologies related to blockchain and the associated ecosystem, combined with experience in marketing and communications. 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” communications and marketing agency.

If the solution of internalizing talent within companies has advantages in terms of control, it requires that a strategy, often costly, be drawn up for the retention and loyalty of these collaborators. “Mostly digital natives, and less and less attached to ‘old-fashioned’ fixed contracts, these consultants favor the diversity 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 latest in Web3 to monitor or supervise projects and who will always be more innovative and agile. , rather than ensuring an internal team at any cost”, 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 luxury world.

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 that allow 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 the customer receives in a physical store, may be educated from a business school.

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“For more tech profiles such as the developer in the blockchain, 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, education as a developer at an IUT or an engineering school with a blockchain specialization is an excellent starting point,” emphasizes Julien Badr.

Be that as it may, future professions in the metaverse will have to call for hybrid profiles with several technological skills: knowledge of the market, creativity, 3D design, economic model, technical skills (NFT, smart contract or blockchain), knowledge of platforms of the metaverse, Web3 marketing , community development, virtual reality, deep understanding of artificial intelligence and algorithms, mastery of the user interface and cyber security… “The recruiter must above all discover the candidate’s ‘soft skills’, his ability to be curious, to be imaginative in order to satisfy an increasingly demanding luxury customer,” concludes Damien Créquer, founder of the company Taste. Metaboutique or not, the codes of luxury must be there at all costs.

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The Metaverse manager: 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 for brands that want to enter this virtual universe that promises so much. Procter & Gamble, LVMH, Disney, Nike, Balenciaga have just hired such talents with particularly flattering salaries. It must be said that he is a rare gem: expert in technology, marketing, NFT, video games and Web3, equipped with a transversal vision and gifted for innovation. The Publicis group recently pulled off a nice PR operation by introducing 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 in this new virtual El Dorado

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

The submerged

They will be remunerated through the activity they perform through their avatar.

  • Key competences : history and geography of the metaverse, immersive navigation, communication…
  • Profession: metaverse real estate agent, metaverse team manager, metaverse mayor, metaverse tourist guide, metaverse policeman.

Organizers

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

  • Key competences : technical expertise, sense of network, rigor, negotiation.
  • Profession: metaverse asset manager, metaverse event manager, metaverse lawyer, metaverse recruiter.

The creators

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

  • Key competences : 3D design, blockchain, creativity, sense of observation.
  • Profession: virtual avatar stylist, metaverse ethicist, metaverse urban planner…

The observers

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

  • Key competences : critical thinking, programming, analysis.
  • Profession: metaverse analyst, metaverse historian, metaverse cartographer.

Do you speak Web3?

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

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 (artwork, piece of music, etc.) listed in a blockchain and associated with 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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