Konu Modelleme Analizi ile İş İlanlarında İstenilen Pazarlama Becerilerinin Araştırılması
Exploring Desired Marketing Skills in Job Postings with Topic Modeling Analysis

Summary/Abstract: 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.

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