What Do Employers Expect for Jobs Requiring Media Analytics? A Semantic Network Analysis of Job Descriptions of In-Person and Remote Positions During the COVID-19 Pandemic

Abstract

Using text mining and semantic network analysis, this study analyzed the job descriptions of 34,787 positions about media analytics from Indeed.com to compare how the in-person and remote jobs differ to inform educators about integrating analytics in the media and communications curriculum. We found that the in-person positions emphasized more on the skills of verbal, interpersonal, and organizational communication, whereas the remote positions asked more for written communication. While the in-person positions had higher expectations of using general data management and analysis tools, the remote positions emphasized more on the use of social media analytics and digital marketing tools.