Top Industries in America for 2011
Written By: Nadia Ibanez
Executives, marketing gurus, and business professionals are always trying to predict the latest industries that are bound to make a mark in today’s economy. From technology, construction, manufacturing, and beyond, it seems that the top industries are ever-changing in America.
We sit down with Henry DeVries, Assistant Dean for External Affairs for Continuing Education at University of California San Diego and co-author of the new book “Closing America’s Job Gap” in which he writes about top industries poised for success in 2011. DeVries’ professional background also lies in advertising and public relations and the book discusses what the top industries will be for the future.
JOB TRENDS RESEARCH
DeVries has been the Assistant Dean at UCSD since 2007 and part of his responsibilities is to get the message out to students and beyond about job trends research. “We conduct research regularly for the federal government, private foundations, and for our own students about where new job trends are going,” he says. “We meet with over 1,000 advisors and find out where they see the job trends going; that helps us to shape the 5,000 courses we offer at UCSD to enrollees.”
“We have about 100 advisory boards broken down by different industry segments,” DeVries says. “We use them as sounding boards and also to share information with us. For instance, people in the gaming industry tell us we need certain programmers for mobile game applications and they need certain training to fill those jobs. We take that information back and create courses at UCSD, create internships, and practicums, which are like paid internships, so that students are working in industry they want to be in, while also with the university. So what people are doing there is actually practical for future professional experience.”
“Our mission is to help recent and mature college graduates in bridging to new areas of employment.” UCSD offers about 100 certificates, ranging from accounting to sustainable business practices, and all of which have an advisory board.
According to “Closing America’s Job Gap,” here are the top shops that are being shaped by innovation in science and technology:
1. Embedded engineering. There are career options for software developers willing to learn some new tricks. Devices from phones, appliances and televisions, to automobiles and iPods, all use processors to run. These complex digital processors, or computers, are embedded systems, often built around a microprocessor core, that are designed by software engineers.
2. Mobile media. Graphic designers, videographers and video editors, casual game/app developers and software engineers are needed to design and develop websites and create video content, software applications, games, interfaces, mobile platforms, and more, as demand continues to increase for Web content and next-generation cell phones.
3. Occupational health and safety. More specialists are needed to cope with technological advances in safety equipment, changing regulations, and increasing public expectations. The Bureau of Labor Statistics projects 11 percent job growth over the next decade, with 6 out of 10 jobs being in the private sector.
4. English translation and foreign languages. In the next 40 years, it is predicted that the number of Spanish speakers in the United States will rise from 31 million to more than 100 million. For those completely bilingual in Spanish and English, these highly marketable language skills open doors to new careers.
5. Renewable energy and the greening of all jobs. By the mid-21st century, all jobs will be green jobs. Organizations today must address potential regulation changes and look for business growth opportunities in the new era of sustainable environmental economics.
6. Health law, international law, intellectual property law. Employment of lawyers is expected to grow about 14 percent in the coming decade, primarily as a result of growth in the population and in the general level of business activities.
7. Action sports innovators. Job seekers searching for a strong sector should consider this: despite the current economic slump, the surf/skate industry has shown notable resiliency during recent global economic challenges, posting U.S. retail sales of $7.22 billion in 2008, according to the Surf Industry Manufacturers Association (SIMA).
8. Setting up an independent consulting practice. Often there is work to be done, but no jobs. The trick is to offer to provide the labor as a true independent contractor. This is done to market your skills and experience whether in fine cabinet making, catering, technical writing, contract engineering or strategic planning.
9. Geriatric health care. The growing population of seniors continues to have a major impact on careers in health care. In the U.S. 34 million are 65 years or older, and that population will double by 2030. About 8 out of 10 seniors have at least one chronic health condition and about 50 percent have at least two.
10. Repurposing America's skilled and technical workers for "new economy" applications, i.e., welders, pipe fitters and mechanics. Nearly 100 percent of welding school graduates find jobs. The average welder is nearing retirement, with twice as many welders retiring as being trained.
For more information about “Closing America’s Job Gap,” visit www.closingamericasjobgap.com.
Marketing matters: from IBM to Kyndryl
Prior to joining Kyndryl as Chief Marketing Officer, Maria had a 25-year career at IBM, most recently as the tech giant’s CMO where she oversaw all marketing professionals and activities across North America, Canada and Latin America. She has held senior global marketing positions in a variety of disciplines and business units across IBM, most notably strategic initiatives in Smarter Cities and Watson Customer Engagement, as well as leading teams in services, business analytics, and mobile and industry solutions. She is known for her work with teams to leverage data, analytics and cloud technologies to build deeper engagements with customers and partners.
With a passion for marketing, business and people, and a recognized expert in data-driven marketing and brand engagement, Maria talks to Business Chief about her new role, her leadership style and what success means to her.
You've recently moved from IBM to Kyndryl, joining as CMO. Tell us about this exciting new role?
I’m Chief Marketing Officer for Kyndryl, the independent company that will be created following the separation from IBM of its Managed Infrastructure Services business, expected to occur by the end of 2021. My role is to plan, develop, and execute Kyndryl's marketing and advertising initiatives. This includes building a company culture and brand identity on which we base our marketing and advertising strategy.
We have an amazing opportunity ahead at Kyndryl to create a company brand that will stand apart in the market by leading with our people first. Once we are an independent company, each Kyndryl employee will advance the vital systems that power human progress. Our people are devoted, restless, empathetic, and anticipatory – key qualities needed as we build on existing customer relationships and cultivate new ones. Our people are at the heart of this business and I am deeply hopeful and excited for our future.
What experiences have helped prepare you for this new opportunity?
I’ve had a very rich and diverse career history at IBM that has lasted 25+ years. I started out in sales but landed explored opportunities at IBM in different roles, business units, geographies, and functions. Marketing and business are my passions and I landed on Marketing because it allowed me to utilize both my left and right brain, bringing together art and science. In college, I was no tonly a business major, but an art major. I love marketing because I can leverage my extensive knowledge of business, while also being able to think openly and creatively.
The opportunities I was given during my time at IBM and my natural curiosity have led me to the path I’m on now and there’s no better next career step than a once-in-a-lifetime-opportunity to help launch a company. The core of my role at Kyndryl is to create a culture centered on our people and growing up in my career at IBM has allowed me to see first-hand how to prioritize people and ensure they are at the heart of progress in everything Kyndryl will do.
How would you describe your leadership style?
I believe that people aren't your greatest assets, they are your only assets. My platform and background for leadership has always been grounded in authenticity to who I am and centered on diversity and inclusion. I immigrated to the US from Chile when I was 10 years old and so I know the power and beauty that comes from leaning into what makes you different from other people, and that's what I want every person in my marketing organization to feel – the value in bringing their most authentic self to work every day. The way our employees feel when they show up for themselves authentically is how they will also show up for our customers, and strong relationships drive growth.
I think this is especially true in light of a world forever changed by the pandemic. Living through such an unprecedented time has reinforced that we are all humans. We can't lead or care for one another without empathy and I think leaders everywhere have been reminded of this.
What’s the best leadership advice you’ve received?
When I was growing up as an immigrant in North Carolina, I often wanted to be just like everyone else. But my mother always told me: Be unique, be memorable – you have an authentic view and experience of the world that no one else will ever have, so don't try to be anyone else but you.
What does success look like to you?
I think the concept of success is multi-faceted. From a career perspective, being in a job where you're respected and appreciated, and where you can see how your contributions are providing value by motivating your teams to be better – that's success! From a personal perspective, there is no greater accomplishment than investing in the next generation. I love mentoring younger professionals – they are the future. I want my legacy as a leader to include providing value in work culture, but also in leaving a personal impact on the lives of professionals who will carry the workforce forward. Finding a position in life with a job and company that offers me a chance at all of that is what success looks like to me.
What advice would you give to your younger self just starting out in the industry?
I've always been a naturally curious person and it's easy for me to over-commit to projects that pique my interest. I've learned over years of practice how to manage that, so to my younger self I’d say… prioritize the things that are most important, and then become amazing at those things.