Digital techniques for the study of professional skills and profiles
the case of SEO job offers
DOI:
https://doi.org/10.54886/scire.v29i1.4877Keywords:
web scraping, professional profiles, digital methodologies, SEO, labor market, data acquisition, access to informationAbstract
The relevance of digital media requires new methodologies for research given the nature of the online environment. In the digital culture, knowledge of the labor market has implications for both the economy and education because of its commitment to promote employability among students. In the context of digital communication, new profiles emerge that can be studied from the requirements that companies and institutions demand from job offers. A methodological framework is designed for research that requires the analysis of labor demand, based on the collection, extraction and downloading of the content of job offers, associated with one of the new professional figures that have emerged in digital communication: the SEO or search engine optimizer. The method that combines manual and automated phases is presented, as well as the use of digital techniques such as web scraping for massive data downloading. Thanks to this technique, unstructured information from Linkedin and the Infojobs employment portal becomes a corpus of ordered data from which to perform quantitative or qualitative analyses. In this paper, the method evidences its usefulness and its applicability in future studies on characteristics, competencies and labor requirements. Limitations are also detected that raise the urgency of improving the tools within the framework of social research.
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