The employability attributes required of new marketing graduates

Abstract

PurposeThe purpose of this paper is to inform the development of vocationally focused marketing curricula by identifying the employability attributes required from new and early career marketing graduates.Design/methodology/approachExisting literature was used to develop a matrix of previously identified attributes. Content analysis of 250 online person specifications for a range of entry‐level and early career posts allowed the matrix to be populated and modified. Like attributes were grouped and organised into clusters to provide profiles of common requirements.FindingsUnder half of employers demanded a degree and less than a quarter a marketing one. Experience is generally required, thus questioning the value employers place on marketing degrees. In total, 52 attributes, within 16 clusters, were identified, common ones included communications, interpersonal relationships, information and communications technology, planning, self‐management, decision making and problem solving. Within the subset of macro and meta competences, 22 personal traits, including creativity, responsibility, initiative, determination and confidence, were commonly required.Research limitations/implicationsFindings quantify desirable attributes but fail to address issues of definition, rationale, contribution and measurement. These will be addressed within further qualitative research.Practical implicationsEducators should consider how the identified employability attributes can be addressed within the marketing curriculum in order to enhance the employment prospects of graduates.Originality/valueThe research verifies and adds to previous data regarding desirable attributes for marketing graduates. However, it also offers new, UK specific, data and a novel model to differentiate between micro and macro/meta competences and inform how transferrable skills and personal attributes combine with subject skills and knowledge to create employable graduates.

Meeting Real World Demands of the Global Economy: An Employer's Perspective

“…Employers expect these STEM graduates to continue learning throughout their career, Previous literature identified that the number one skill wanted by employers was communication skills, demonstrating effective listening and oral communication as one of the most important competencies looked for when hiring (Carnevale, Smith, & Strohl, 2013;Finch, Hamilton, Baldwin, & Zehner, 2013;Carnevale et al, 2013;Pefanis Schlee & Harich, 2010;Chamorro-Premuzic, Arteche, Bremmer, Greven, & Furnham, 2010). The second highest category was adaptability that demonstrate problem solving and creative thinking (Carnevale et al, 2013;Finch et al, 2013;Pefanis Schlee & Harich, 2010;Wellman, 2010). The third most important category was applied skills completed through internship and cooperative education (Carnevale et al, 2013;Finch et al, 2013;Gault, Leach, & Duey, 2010).…”

Assessing Communication Apprehension And Implication For Employability Among Mass Communication Students

“…The lack of university degree to prepare graduates for future professional work life intricacies, as made it incumbent on graduates themselves to rise to the occasion in terms of employability skills development which what employers demand aside technical or hard skills (Nilsson, 2010). Since university degrees have less value nowadays and cannot solely guarantee employability then it becomes questionable (Wellman, (2010).…”

Skills Acquisition Shortfall: A Study of Professional Accounting Education

“…The rallying cry for greater skills acquisition is present, above, and yet the reality is that there is no definitive list of skills or even a standard categorization among the various disciplines (see McQuaid & Lindsay, 2005;Jones & Sin, 2003;Wellman, 2010;Business Industry Higher Education Collaboration Council, 2007). The accounting discipline is no exception (see Jones & Sin, 2003;Kavanagh, Hancock, Howieson, Kent, & Tempone, 2009;Hassall, Joyce, Montaño, & Anes, 2005;International Federation of Accountants, 2008;Albrecht & Sack, 2000).…”