Linkedin job offers aimed at advertising graduates in spain

Abstract

This research analyzes the profiles and professional skills required from graduates in Advertising in Spain by companies and recruiters. We carried out a content analysis of the job offers addressed to graduates in Advertising published in January 2019 in Spain on the digital platform LinkedIn. The offers information was systematized in categories related to descriptive data (type of contract, data on required skills, etc.). The analysis of the results reveals a certain degree of confusion on the part of the companies when it comes to establishing the limits between the profile and professional skills of a graduate in Advertising and those of graduates in Fine Arts, Marketing and Business Administration. The analysis has also confirmed the significant changes that the digital age has generated in the profiles and professional skills described in higher education with respect to those currently in demand in the labor market.