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

Yıl 2023, , 592 - 611, 29.09.2023

Mustafa Cıngı

https://doi.org/10.26466/opusjsr.1341187

Öz

Dijital becerilerdeki taleplerin artışı iletişim sektöründe son yıllarda yayınlanan iş ilanlarında dikkati çekmektedir. Bu çalışmanın amacı da dijital becerileri doğrudan ilgilendiren sosyal medya uzmanlığı pozisyonu için sıklıkla talep edilen beceri ve nitelikleri Türkiye kapsamında ortaya koymaktır. Bunun için Türkiye’deki ajansların ilanlarını yayınlayan Bigumigu.com ve Mediacat.com sitelerinde yayınlanmış olan 244 ilan üzerinde betimsel içerik analizi uygulanmıştır. Analiz neticesinde ilanların en baskın talebinin yıl bazında tecrübe olduğunu söylemek mümkündür. Ajans tecrübesine sahip olmak, akıcı İngilizce konuşabilmek, takım çalışmasına yatkınlık ve yüksek iletişim becerisine sahip olmak ilanlarda en çok talep edilen niteliklerin başında gelmektedir. Dijital içerik yönetimi, dijital reklam yönetimi, veri analitiği, tasarım, raporlama ve sunum yapabilme becerileri de en sık talep edilen becerilerdendir. Araştırmada elde edilen en sürpriz sonuç, ajansların bir üniversite eğitimini şart koşmuyor olmalarıdır. Yaklaşık her beş ilandan dördü diploma şartını aramamaktadır. Sektörün ihtiyaçlarına cevap verebilmek ve nitelikli mezunlar yetiştirebilmek için üniversitelerin eğitim müfredatlarını bu taleplere göre güncellemeleri önem arz etmektedir.

Anahtar Kelimeler

İş ilanları, sosyal medya uzmanı, dijital yeterlilikler, dijital beceriler, üniversite eğitimi

Can I become a social media specialist? A descriptive content analysis on the skills and qualifications necessary in job postings in Türkiye

Öz

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.

Anahtar Kelimeler

Job postings, social media specialist, digital competencies, digital skills, university education

Kaynakça

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