The article examines the functional responsibilities and competencies of modern specialists who work in the advertising field, public communications, and marketing communications. Those specialists have to be ready for constant changes and the use of current technologies because the communication sphere is very mobile, also depends on the use of new technologies, and is associated with the development of the infosphere. And because of that, the employers’ requirements for candidates are constantly updated.
To compare presented in the scholarly literature theoretical models and the modern employers’ requirements, the author studied the traditional specialists’ functions and competencies, which are described in scientific works, higher education programs, and state educational standards. Also, was made a cut of the employers’ practical expectations who post job openings on the Headhunter website, which is one of the most popular jobs search and recruiting services. Also were analyzed requirements for a large Russian and international companies stated in the openings posted in January–June 2020.
Based on the analysis, the author concludes the ratio of traditional and new functions in the communicative field workers’ job, about the requirements for their knowledge and skills, which are divided into the categories of hard skills and soft skills.
As a result, it was concluded that modern employers are in demand for specialists who can perform traditional functions that have proven their effectiveness, as well as use all relevant modern technologies in their job. The equally important right combination of hard skills and soft skills as the basis of the professional activity of a modern specialist.
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