By: Nada Elgabry & Malak Hamed

Lailan Ahmed, a 22-year-old graphic designer, never imagined her love for photography would turn into a full-time job. What started as a hobby snapping pictures of urban landscapes and editing them late at night, soon evolved into something much bigger. 

After posting her work on Instagram, she noticed a shift. Her followers were growing, and businesses started reaching out for collaborations. She started with 130 followers in 2021, and today she has a steadily increasing number of 20,000 followers. 

“At first, I was just sharing what I loved doing, but then companies started asking me to create content for them,” she said. 

The rise of social media has revolutionized communication and business, shifting focus from traditional media to online platforms. This shift has created a high demand for professionals skilled in digital content creation and social media management.  

The global social media management market, valued at 14.3 billion in 202,1 is expected to grow 23.6 percent annually through 2030, underscoring the critical role these skills now play in the modern economy, according to Grand View Research, 2022. 

Companies now prioritize a strong online presence, making skills in engaging content, data analysis, and algorithm adaptation essential for job seekers. 

“Social media has transformed the job market. With more consumers on platforms like Instagram and TikTok, brands are focusing on their online presence, creating a growing need for skilled digital creators,” said Karim Nasser, a freelance social media recruiter. 

He further explained that these creators must be adept at crafting engaging content and managing social media strategies. Creating compelling stories and visuals has become crucial for businesses to connect with their audience. 

According to Statista, Egypt’s digital advertising market is growing at an annual rate of 9.3 percent. The fast-changing nature of social media means that professionals must remain adaptable and skilled in various areas.  

Staying relevant requires adjusting strategies and staying ahead of new trends. Combining creativity with data analysis is key, as it helps create engaging content and measure its success. 

Youssef Yasser, former social media manager at Floral, a home accessories shop, shared that “understanding analytics and trends helped him grow their followers, showing that brands want real growth, not just content.” 

Strong presentation and design skills are also essential to capture attention and effectively share brand messages. Understanding color, typography, and layout significantly impacts a brand’s online image, making graphic design skills important for building a strong digital presence. 

Nasser explained, “Brands want versatile people who can write captions, edit videos, design graphics, and create schedules,” highlighting the need for multi-skilled individuals in the digital job market. 

In a competitive market, a strong portfolio helps candidates stand out. A portfolio visually represents skills, creativity, and the ability to achieve results, offering proof of a candidate’s abilities.  

Young professionals can build a compelling portfolio through projects and freelance work. “A great portfolio and experience impress recruiters, showing brands that candidates are ready to work and deliver results,” Nasser mentioned. 

Yasser added that brands seek people who can represent the brand well on social media, even when working with unconventional products. He noted that Floral focused on home accessories, which he found challenging to engage with.  

He developed an idea to collaborate with an influencer to elevate the brand’s visibility and establish a stronger presence in the market. This strategic partnership aimed use the influencer’s reach and audience engagement, effectively putting the brand more on the map and attracting new customers.  

This shows that passion and brand alignment can make a candidate stand out, even with less exciting products. A well-rounded portfolio also demonstrates a candidate’s ability to adapt to different platforms—an essential skill in social media. 

“It’s exciting but also challenging,” said Mayar Fathy, a digital marketing student. “We’re constantly learning new tools and platforms, and it’s essential to build a strong portfolio to showcase our skills to potential employers.” 

Social media has transformed the job market, creating numerous opportunities for skilled professionals. As brands continue to prioritize their digital presence, the demand for versatile, data-driven, and creative individuals grows. 

By developing skills in content creation, graphic design, data analytics, and adaptability, job seekers can thrive in this dynamic environment. A strong portfolio showcasing these abilities is essential for standing out in the competitive digital world. 

As Yasser shares, “Brands want people who can deliver real growth, not just post content.” This mindset is key to success in the ever-evolving landscape of digital communication.