Skills Match: Communication between the Employer and the Applicant in the Field of Advertising Agencies in Russia

Graduation work is devoted to the study of communication between the employer and the applicant in the field of advertising agencies represented in Russia. On the labor market in the field of advertising, marketing and PR, on the one hand, there is a shortage of personnel, on the other hand, every year the interest of applicants in this professional field is growing. Thus, we can observe a situation in which both sides of communication interaction are interested in each other. However, there are a number of problems: recruiters and HR specialists note that they have become more often faced with the problem of poorly compiled CV, irrelevant competencies, and in general it has become more difficult to close vacancies. One of the steps to solve this problem is a correctly written job description, which should increase the number of responses, as well as a well-written CV. Therefore, the work examines the primary communication, implemented in the form of a CV of the applicant and the open position of the employer. The study is limited to the media planning department in media and digital agencies as part of global advertising holdings. In this research work, methods such as content analysis and semi-structured interviews with experts were used. As a result, it was possible to develop several applied products: a competency map that applicants can use when compiling their CV, a proposal map for employers that can be used in writing a job description, and a set of recommendations.