The spanish advertising industry's assessment of university graduates in their first contact with working world

Abstract

Introduction: Every year, hundreds of university students in Spain graduate with degrees in Advertising. For most, the next step is to secure an internship at an advertising agency, another type of communication-related organization, or with an advertiser. Methodology: The aim of this research is to find out —through twenty-five in-depth semi-structured interviews— what the perception of professionals already established in advertising is about the knowledge and attitude of those starting their professional career. Results: The results suggest a criticism of a better use of the four-year formal training period, which brings students closer to the professional reality that exists at each moment and leads them to a more optimized preparation. Discussion and conclusions: Among the interviewees, the work done in the classroom for learning concepts and social and personal skills is valued, and at the same time common deficiencies are identified in recent graduates in areas such as knowledge of key digital tools in the sector, both management and measurement, oral expression techniques, conceptualization of briefing or greater analytical skills.