The marketer named important skills after the age of 40 for being in demand in the labor market

The labor market begins to evaluate specialists after the age of 40 according to their real value — the ability to think, work with people and create meaningful results. Andrey Nesterov, Professor of IMISP practice, researcher of the HSE DBA program, expert in the field of digital transformation and sociology, told about this on Monday, February 16.

The expert called professional depth the first critically important quality after 40 years. He clarified that in marketing and the digital environment, this is reflected in the ability to see living people behind metrics and build connections between brand, product, culture and economy.

"Young professionals are learning new formats and advertising cabinets faster, but mature ones have experience of several cycles — changing platforms, tools and approaches. This allows us to distinguish a temporary hype from a real shift in audience behavior," explained Nesterov in an interview with Lenta.Ru .

According to the marketer, the second key skill is critical thinking, the ability to stop and ask questions.

"Where does this data come from, that it is not visible here, where is the risk of self—deception — without this, an adult specialist begins to lose value in the market," he said, adding that critical thinking also means the ability to abandon fashionable but empty initiatives and keep the focus on the long-term effect.

Nesterov called the viewing a third factor.

"Specialists over 40 have a unique resource — the memory of several eras: from offline promotions and the first banners to cross-media stories and product ecosystems. The wider this horizon, the more difficult it is to replace a person with a template," said the specialist.

According to Nesterov, middle-aged people are not required to become programmers, but the market expects them to understand how modern tools work. The expert called emotional stability another important quality.

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On the same day, it was reported that more than a third of Russian university graduates (35%) turn out to be over-educated for their jobs. 360.ru . It was noted that the analysis was based on monitoring data from the Ministry of Labor and Rostrud. The sample includes graduates of bachelor's and specialist's degrees in 2021-2023 aged 18-29 years who did not continue their studies. Depending on the assessment method, the proportion of overeducated ranged from 34.4% to 40.1%, writes Life.Ru .

At the same time, there are industries where the knowledge gained at universities is really in demand: in education, healthcare, as well as in the field of IT and science, the website clarifies. kp.ru .

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