“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 face the challenges of Web3, this decentralized Internet that uses blockchain technology and that follows Web 2.0 (“Social Web”), luxury brands are mobilizing to find the best profiles in a frantic context of war. the talents. But who are these rare gems that can make brands grow into metaversedoes this virtual universe go beyond the real world?
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“Luxury houses are looking for profiles that, beyond their creative and digital skills, are able to understand their artistic and cultural expectations. Despite the difficulty of preserving the brand’s DNA and heritage, while having the roadmap to bring them to innovation, surprise, even sometimes “disturbing”, staying within the boundaries 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, identifying new shopping trends or creating new communication channels with their audience 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 in-house and the possibility of transferring skills to specialized digital agencies, which are developing at high speed. “Some big luxury groups have recruited massively, 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 about 50-50 ,” explains Claire Gourlier, partner at KéaEuclyd.
NFT, Metavers… why luxury brands are diving into Web3
In the biggest companies of the sector, in recent months, the “Web3, NFT, metaverse” departments have been set up and the profiles of the head of the metaverse, the Web3 strategist, the Web3 digital manager or even the 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 are now testing new concepts in the metaverse, they must rely on technology partners or startups that have experience with such programs, known as “Web3 natives” (born with Web3, Ed), rather than build their teams. themselves,” endures Ambeshwar Nath, senior vice president and director of industry, retail and logistics at Infosys, the Indian IT consulting giant. LVMH, for example, explores the field of possibilities in the metaverse thanks to specialized start-ups such as Altava, Tangiblee or Threedium.
NFTs can 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 tap into these new ecosystems, understand their dynamics and build their Web3 strategy by finding the right partners,” notes one consultant. “Profiles required 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 in-house talent acquisition solution has advantages in terms of control, it requires the establishment of an often costly strategy of retention and loyalty of these associates. Mostly digital natives and less and less tied to ‘old-fashioned’ permanent contracts, these consultants favor the diversity of universes, experiences and professional challenges”, warns Vannina Beretti.
“It is often more important to work with independent talent who will learn from other experiences, who will know the state of the art of Web3 to monitor or oversee projects, and who will always be more innovative and agile. , instead of securing a team underwear 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 create 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 given to the customer in a physical store, may be a graduate of a business school.
Metaverse: Ubisoft, Sorare, The Sandbox… the French are taking over the new world
In any case, future professions in the metaverse will have to use hybrid profiles with multiple 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 user interface and cyber security… “The recruiter must above all discover the candidate’s ‘soft skills’, its ability to be curious, to be imaginative to satisfy an increasingly demanding luxury customer,” 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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Chief metaverse official: instructions for use
Strategize and coordinate development actions related to the metaverse. This is the mission of the “chief metaverse officer”, the main profile of brands that want to enter this virtual universe that promises so much. Procter & Gamble, LVMH, Disney, Nike, Balenciaga have just hired such talent, with especially flattering salaries. It must be said that he is a rare gem: expert in technology, marketing, NFT, video games and Web3, endowed with a transversal vision and gifted for innovation. The Publicis Group recently pulled off a nice public relations operation by introducing its virtual metaverse boss.
How much does metaverse pay?
- 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.
- Boss of the Metaverse: from 100,000 to 120,000 euros per year.
The tribes of this new virtual El Dorado
At 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 ones
They will be rewarded through the activity they perform through their avatar.
- Key skills: history and geography of the metaverse, immersive navigation, communication…
- Professions: metaverse real estate agent, metaverse team manager, metaverse mayor, metaverse tour guide, metaverse police officer.
Their activity will be related to the optimal functioning of “metaversian” ecosystems.
- Key skills: technical expertise, network sense, rigor, negotiation.
- Professions: metaverse asset manager, metaverse event manager, metaverse advocate, metaverse recruiter.
They will create everything related to the metaverse (rules, experience).
- Key skills: 3D design, blockchain, creativity, sense of observation.
- Professions: virtual avatar designer, metaverse ethicist, metaverse urban planner…
With blockchain, the data is “historical”, it is necessary to be able to question the past, analyze the present and predict the future.
- Key skills: critical thinking, programming, analysis.
- Professions: metaverse analyst, metaverse historian, metaverse cartographer.
Do you speak Web3?
Metaverse: it’s a virtual world. The term is regularly used to describe a future version of the Internet where virtual and shared spaces are accessible through 3D or 2D videoconferencing interaction.
NFT: acronym for “non-exchangeable token” or “non-exchangeable token” in French. It is a non-reproducible and intangible digital file that represents a unique asset, virtual or physical object (artwork, piece of music, etc.), listed in a chain and to which a digital certificate of authenticity is linked. and ownership (Larousse).
Blockchain: or blockchain. With no central authority, this information storage and transmission technology makes it possible to authenticate and secure any data exchange.
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