Shifting trends in jobs, recruitment: LinkedIn

  • Digital skills much sought after due to shifting trends
  • Traditional credentials not the only things companies look for

A snapshot of four tech roles, key skills needed for them and the city they are most in demand.

AS THE world has gone increasingly digital due to the Covid-19 pandemic, there has been a rise in demand for jobs that require digital and soft skills and hiring patterns have shifted from focusing on credentials towards skill sets, a new study has found.

According to LinkedIn’s Jobs on The Rise in 2021 report, a major trend observed is that most roles may be conducted remotely, pointing towards the importance of being equipped with basic digital skills.

The report also noted that globally, remote job opportunities on LinkedIn have increased four times since June. Professionals with digital skill sets will find themselves at an advantage in seeking employment opportunities within these fields, it noted in a Shifting trends in jobs, recruitment: LinkedInstatement.

To help navigate the workforce in 2021, the professional social media company compiled a list of job categories since the onset of the pandemic in Southeast Asia (including Malaysia), and the skills required for them (see table at end of article).

“This list of jobs on the rise demonstrates that there are still opportunities for job seekers with a range of skills and experience,” said Frank Koo (pic), head of Asia, talent and learning solutions at LinkedIn.

“By adopting a lifelong learning mindset and being open to picking up new skills through various courses – such as courses on digital skills or soft skills – workers can prepare themselves to take up these emerging roles.”

Besides this overarching trend, LinkedIn also identified the following sub-trends. They are:

1. Consumers in Southeast Asia have gone increasingly digital

During the pandemic, technology has allowed people to work and stay connected to their loved ones. One in three digital service consumers in Southeast Asia were new to the service.  More importantly, 94% of these new digital users are likely to stick with the service moving forward. 

LinkedIn expects that the demand for workers with tech skills will remain, from specialised engineers, to cyber security talent and data analysts. Other relevant jobs are: Data analyst roles, software and technology roles, cyber security roles, technology and engineering roles

2. Brands have found new ways to connect with consumers

The shift online throughout Southeast Asia has brought about an evolution in how brands communication with their consumers. LinkedIn’s data shows a 48% increase in companies posting on the platform in June 2020, compared to a year earlier. 

This has led to growth in demand for digital marketers — professionals who seek to engage consumers effectively online, and digital content creators — those who are able to produce entertaining content across a range of channels. The relevant roles are: Digital content specialist roles, public relations roles, digital marketing specialist roles

3. E-commerce boomed in 2020, leading to a rise of various sectors

While online travel and transport services suffered in 2020, e-commerce, online media and food delivery services surged.  The roles created by this boom do not require traditional educational degrees, or advanced technological skills.

The rise of e-commerce, for example, is fuelling more demand in logistics for warehouse skilled talent. These roles that may be filled by professionals of varying skills and experience and globally, the majority of people who fill these roles often come from non-emerging jobs. 

The relevant roles are: E-commerce roles, customer service roles, supply chain roles, business development and sales roles.

4. Traditional roles have evolved, as a result of COVID-19

LinkedIn saw jobs that were traditionally conducted in-person evolve to be online in 2020. For example, we saw a growth in digital lending, education and health-tech services. 

Those in these sectors need to have mastered the basics of technology, from communication tools, to social media platforms and basic office software. With these skills, workers will find that more opportunities will open up for them. The relevant roles are: Healthcare and medical support roles, healthcare and medical frontline roles, education roles, finance and insurance roles.

Jobs on the Rise in Malaysia


Specific Roles

Skills Required

Digital Content





Video Editor

Public Speaking


Video Editing

Adobe Premiere Pro

Creative Writing

Software & Technology 

Web Developer

System Analyst

Mobile Application Developer

Full Stack Engineer

Frontend Developer

DevOps Consultant


Web Development

Amazon Web Services (AWS)



Finance & Insurance

Financial Advisor


Financial Planner

Finance Specialist

Insurance Agent

Financial Planning


Risk Management

Financial Analysis


Digital Marketing

Social Media Manager

Digital Marketing Specialist

Social Media Marketing Specialist

Marketing Specialist

Marketing Analyst

Social Media Marketing


Google Analytics

Lead Generation

Digital Marketing


Online Specialist

Ecommerce Coordinator

Online Marketing



Search Engine Optimization (SEO)

Amazon Seller Central

Business Development and Sales 

Sales Specialist

Account Manager

Account Executive

Business Development Specialist


Account Management

Business Development

Business Planning

Lead Generation

Healthcare/Medical Support

Medical Technologist

Pharmacy Assistant

Healthcare Assistant

Medical Officer

Medical Specialist


Medical Assisting


Medical Education

Clinical Research

Customer Service

Customer Service Executive

Customer Experience Manager

Customer Support Specialist

Contact Center Specialist

Customer Service Team Lead

Contact Centers

Customer Service

Customer Experience

Customer Support

Team Leadership

Technical Support

Healthcare/Medical Frontline

Medical Doctor

General Practitioner

Medical Officer






Basic Life Support (BLS)

Emergency Medicine

Cyber Security Roles

Cyber Security Analyst

Cyber Security Specialist

Cyber Security Consultant

Information Security Specialist

Penetration Testing

Information Security

Security Information and Event Management (SIEM)


Vulnerability Assessment

Supply Chain


Logistics Supervisor

Operational Specialist

Logistics Manager

Head Of Supply Chain Management

Operations Management

Supply Chain Management

Warehouse Operations

Logistics Management

Inventory Management



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