Benden sosyal medya uzmanı olur mu? Türkiye’de yayınlanan iş ilanlarındaki gerekli beceri ve nitelikler üzerine betimsel bir içerik analizi

Abstract

The increase in the demand for digital skills has attracted attention in job postings published in the communication sector in recent years. The aim of this study is to reveal the frequently demanded skills and qualifications for the position of social media specialist, which is directly related to digital skills, in the context of Türkiye. For this purpose, descriptive content analysis was employed on 244 job postings published on Bigumigu.com and Mediacat.com, which publish the job postings of agencies in Türkiye. As a result of the analysis, it is possible to say that the most dominant demand of the job postings is experience in terms of years. Having agency experience, being fluent in English, being able to work in a team and having high communication skills are among the most demanded qualifications. Digital content management, digital advertising management, data analytics, design, reporting, and presentation skills are also among the most frequently requested skills. The most surprising result of the research is that agencies do not require a university education. It is important for universities to revise their curricula on the basis of these demands to respond to the needs of the sector and to train qualified graduates.