Exploring Desired Marketing Skills in Job Postings with Topic Modeling Analysis

Yıl 2023, Cilt: 8 Sayı: "Cumhuriyet'in 100. Yılında Türkiye'nin Sosyo-Ekonomisi" Özel Sayısı, 167 - 181, 29.10.2023

Aysel Kurnaz

https://doi.org/10.25204/iktisad.1345181

Öz

In this research, based on the advertisements of “marketing staff” and “marketing supervisor”, which requirements come to the fore in the recruitment processes for the marketing function are examined. It is intended to understand the general nature of these requirements and what they mean for job seekers and employers. In the study, a data set was created by using the data of 409 postings collected for the relevant titles from the preferred online job posting site. This data set has been analyzed in R programming language with Topic Modeling Analysis and Latent Dirichlet Allocation (LDA) method. As a result of the analysis, the requirements in the relevant job postings; It has been seen that it is distributed around four basic topics: “technical and social skills”, “experience and expertise”, “academic and applied competencies” and “individual talents and skills”. The words “MS Office”, “communication”, “skill” and “talent” have become prominent concepts in the marketing recruitment process. These results are important in determining which skills employers value most in the recruitment process and which skills and requirements job seekers should focus on.

Anahtar Kelimeler

Marketing job postings, topic modeling, LDA method, job requirements

Konu Modelleme Analizi ile İş İlanlarında İstenilen Pazarlama Becerilerinin Araştırılması

Öz

Bu araştırmada, “pazarlama elemanı” ve “pazarlama sorumlusu” ilanlarından hareketle pazarlama fonksiyonuna yönelik işe alım süreçlerinde hangi gereksinimlerin öne çıktığı, bu gereksinimlerin genel yapısı ve iş arayanlar ve işverenler için ne anlama geldiğinin anlaşılması amaçlanmaktadır. Araştırmada, öncelikle çevrim içi bir iş ilanı sitesinden ilgili unvanlar için toplanan 409 ilanın verileri kullanılarak bir veri seti oluşturulmuştur. Bu veri seti, R programlama dilinde, Konu Modelleme Analizi ve Gizli Dirichlet Tahsisi (Latent Dirichlet Allocation-LDA) yöntemi ile analiz edilmiştir. Analiz sonucunda, ilgili ilanlarda yer alan gereksinimlerin; “teknik ve sosyal beceriler”, “deneyim ve uzmanlık”, “akademik ve uygulamalı yetkinlikler” ve “bireysel yetenek ve beceriler” olmak üzere dört temel konu etrafında dağıldığı görülmüştür. “MS Office”, “iletişim” “beceri” ve “yetenek” kavramları ise, pazarlama işe alım sürecinde öne çıkan kavramlar olmuştur. Bu bulgular, işverenlerin işe alım sürecinde en çok hangi becerilere önem verdiklerini ve iş arayanların hangi beceri ve gerekliliklere odaklanmaları gerektiğinin belirlenmesi açısından önemlidir.

Anahtar Kelimeler

Pazarlama iş ilanları, konu modelleme, LDA yöntemi, iş gereksinimleri.

Destekleyen Kurum

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Teşekkür

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Kaynakça

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