Mercado laboral de los comunicadores corporativos en las organizaciones en Colombia: Retos para la formación universitaria

Abstract

The environmental change for corporate communicators in Colombia requires new labor competencies that the institutions of higher education should consider. This paper seeks to answer the question: which are the characteristics of labor demand for communicators oriented to corporate work in Colombia and which the competencies they should be trained in? The goal is to know the characteristics of the communication offices of the large Colombian enterprises and to state the competencies to which the training of social communicators should be guided. The study was based on a survey to the managers of the communication departments of 259 large Colombian enterprises, between May and June of 2017. Results indicated that companies prefer to hire publicists than communicators and that the market expected competencies are more focused in the making than in the thinking. These results will guide the academic curriculum in universities to train social communicators in this country. © 2019 Universidad Nacional Autonoma de Mexico.