Tracing Skills and Personal Attributes: Employers’ Demands from the Communications Graduates

Mary Ann Pescante-Malimas 1 *

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This study identifies the employers’ requirements on the skills and personal attributes of the Communication graduates by analyzing the job advertisements in SunStar Daily newspaper, Sunday issues from January 2011 to June 2015 using content analysis. Results show that varied positions with no required experience and with experience are available. Several companies ranging from schools, publishing companies, hotels, car stores, and industrial companies are the prospective employers of these graduates. Moreover, the general communication skills, computer skills, organizational and planning skills, customer service skills, and team skills emerged to be very significant in the industries. Likewise, personal attributes such as individuals who are self-motivated, creative, flexible, and responsible are highly specified. Thus, the results of this study can be used as basis for curriculum evaluation and creation of training needs, and as well as craft a better understanding and compatibility between the industries and the universities producing Communication graduates.


Communication/Mass Communication graduates skills personal attributes job titles job ads


This is an open access article distributed under the Creative Commons Attribution License which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.

Article Type: Research Article

Online Journal of Communication and Media Technologies, Volume 7, Issue 4, October 2017, pp. 162-178

Published Online: 10 Oct 2017

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