ByteDance warms up to resume hiring in India; eyes EdTech, finds GlobalData

Following the ban of Chinese apps in India in June 2020, ByteDance Ltd initiated lay offs. However, after a brief hiatus, the company seems to be resuming hiring activity in India. The TikTok parent company is hiring for its trust and safety operations team, besides listing jobs to promote apps such as Resso and Lark Suite, and research India’s kindergarten through 12th grade (K-12) market, finds GlobalData, a leading data and analytics company.

Ajay Thalluri, Business Fundamentals Analyst at GlobalData, says: “Permanent ban on TikTok in India led to ByteDance ramping up hiring in Singapore. The company’s hiring activity in India came to a halt in August 2020 and only resumed in late January 2021. Though job adverts in India are relatively low compared to Singapore, the US, and China which contribute to significant jobs, the company seems to regain momentum with listings for its Gurgaon and Mumbai offices.”

An analysis of GlobalData’s Job Analytics Database reveals that job postings in India also show the company’s tilt towards a possible entry into Indian EdTech space.

Mr Thalluri adds: “The company is hiring subject matter experts in science and math and is building an ecosystem to develop academic content through online tutoring, authoring solutions to advanced questions, and develop e-learning material.”

ByteDance is hiring to foray into US EdTech space and launch related products in the US K-12 schools. For India market, the company is researching student requirements, including homework, exam, and learning from grade I to grade XII, a role for ‘Product Manager – Education’ listed in February 2021 but closed in September 2021 shows.

The company is analyzing the curriculum of teaching materials of specific subjects across different states and boards with a focus on Hindi language, a recent listing suggests. Besides, the company is localizing language and features according to user habits, ‘User/Community Operation Manager’ role shows.

Additionally, the company is hiring for ‘Marketing Manager – Resso India’ to lead key campaign initiatives and build cultural relevance for the brand by growing and engaging its social community. The company would also liaise with artists and music label teams to find and convert artist access into marketing opportunities.

ByteDance offers Resso in markets such as Brazil and listed multiple related jobs in 2021. Going by recent listings around Resso in India, ByteDance looks to build the brand in the country and take on popular music streaming apps including Gaana, JioSaavn, and Amazon Music.

Mr Thalluri concludes: “Though uncertainty looms large, ByteDance is looking to make a comeback in India. It is enhancing company image to be the employer of choice in the country while promoting its culture and values to employees in the India offices. In August 2021, the company listed a 12-month fixed term contract role for ‘Global Organizational Culture and Employer Branding – Gurgaon’, which points to the company’s recruitment strategies. Besides, the company is hiring for HR-related roles.”

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