Google cultivating digital talent to meet local needs

Staff writer, with CNA

Tue, Jun 25, 2013 - Page 13

Google Inc’s Taiwan branch has launched an unprecedented manpower cultivation project to meet the nation’s growing demand for a digital marketing work force.

The “Google AdWords Challenge” plan is the search engine’s first initiative anywhere in the world that supplements talent cultivation projects with its own training courses and instructors in cooperation with schools, Google Taiwan said.

The company said it would select 1,000 qualified students and 200 start-up representatives to receive Google digital marketing certificates after attending courses taught by five to seven Google executives.

Trainees will have internship opportunities at E.Sun Commercial Bank (玉山銀行) and three public welfare organizations to give them the chance to participate in real-world digital marketing projects, Google Taiwan said.

“We hope to encourage young Taiwanese to make the best use of the environment they’re familiar with by offering them the latest Internet-based resources,” Google Taiwan managing director Chien Lee-feng (簡立峰) told a press conference.

According to a survey conducted by local recruitment firm 1111 Job Bank, there were 4,732 job vacancies in the marketing category last month, up 20 percent from five years ago, with digital marketing positions accounting for a large share of the growth.

Marketing openings have risen 217 percent over the past five years in the construction and real-estate sector — the highest of any sector — 146 percent in the manufacturing and energy sector, and 97 percent in the department store and retail sector, the survey showed.

That indicates an increasing demand in Taiwan for digital marketing driven by the popularity of the Internet and mobile devices, the job bank said.