Strategies for Success: Connecting User Acquisition and Employee Rights in the Digital Era

Strategies for Success: Connecting User Acquisition and Employee Rights in the Digital Era

In the fast-paced world of online video streaming services (OTT), the key to success lies in implementing effective user acquisition strategies. With the growth of global OTT platforms like Netflix slowing down in the domestic market, K-OTT companies are gearing up for a fierce battle to secure users and turn their business around. One of the main strategies employed by these companies is the exclusive acquisition of intellectual property (IP), such as dramas and movies, which serves as the foundation for expanding their IP business.

However, while K-OTT companies focus on attracting users, another important issue has come to light regarding the rights of employees in public organizations. In April 2019, lawyers from government-affiliated organizations gathered for a protest near the Government Complex in Gwacheon, raising concerns about the hiring of "term-based lawyers" and other employment-related issues. These organizations had previously guaranteed a retirement age of 65 for their lawyers but now intended to change the employment structure, requiring lawyers to work for a maximum of 11 years before retiring. This move was aimed at increasing the proportion of lawyers employed by these organizations to align with changes in the conditions for the supply of legal professionals. However, the lawyers argued that this change would discourage top talent from applying.

In a recent ruling, the Supreme Court emphasized that even public sector employees subject to the "Civil Service Act" should not be prohibited from engaging in collective action without specific examination of their status and job characteristics. Several public organizations, including the Korea Legal Aid Corporation, the Bank of Korea, the Financial Services Commission, and the Industrial Bank of Korea, have regulations that align the punishment of their employees with those of civil servants. Nevertheless, the court's decision highlights the need for a careful examination of the position and duties of employees in order to restrict their right to collective action.

Despite the seemingly different topics of user acquisition strategies and employee rights, there are common points that can be connected. Both require a deep understanding of the target audience and their needs. In the case of K-OTT companies, the acquisition of exclusive IP plays a crucial role in attracting and retaining users. Similarly, in the case of public organizations, the recruitment and retention of top legal talent is essential for effective legal representation.

To succeed in these areas, here are three actionable pieces of advice:

1. Prioritize user experience: K-OTT companies should focus on providing an exceptional user experience by curating a diverse range of high-quality content. This will not only attract new users but also encourage existing users to continue their subscription.

2. Promote a positive work environment: Public organizations should create an environment that fosters the growth and development of their legal professionals. Offering competitive compensation packages, opportunities for career advancement, and a supportive work culture will attract top talent and ensure their commitment to the organization.

3. Embrace collaboration: Both K-OTT companies and public organizations should embrace collaboration with relevant stakeholders to enhance their offerings. K-OTT companies can collaborate with content creators and production studios to secure exclusive IP, while public organizations can partner with legal associations and educational institutions to attract and nurture top legal talent.

In conclusion, the success of K-OTT companies and public organizations hinges on their ability to effectively acquire users and retain top talent, respectively. By prioritizing user experience, promoting a positive work environment, and embracing collaboration, these entities can navigate the challenges of the digital era and achieve their goals.