Psycho-semantic analysis of job advertisements as a communicative tool of educational marketing
Authors:   The Herzen State Pedagogical University of Russia, Bogdanovskaya Irina M. , Nizomutdinov Boris A. ,   ITMO University
Published: September 2024

Introduction. The relevance of the study of job advertisements for teachers and psychologists is associated with the need to find tools for regulating communication within the modern educational environment with dynamic, constantly changing working conditions. The publication of employer requirements sets the direction for changing the criteria for the success of the specialist, which changes the entire educational environment. The purpose of the study: to identify the categorical semantic structure of job advertisements for teachers (using the example of the "Infrastructure of Scientific Research Data" platform). Materials and methods. The object of the study was a corpus of teacher job vacancies from the "Infrastructure of Scientific Research Data" platform, published in 2023 in 83 regions of Russia (5561 vacancies). The job postings included descriptions of candidate requirements, information about the offered salary, and the region in which the vacancy was available. As a comparison group, a corpus of psychologist job vacancies (2076 vacancies) was considered. The following methods were used in the study: 1) Latent Dirichlet Allocation (LDA) method for identifying and analyzing the structure of requirements presented in teacher and psychologist job vacancies; 2) Term Frequency-Inverse Document Frequency (TF-IDF) method for categorical semantic analysis of the structure of teacher and psychologist job vacancies and description of the semantic framework (frame) of the job description; 3) Descriptive statistical methods for analyzing the needs of professionals in helping professions in different regions of Russia and the conditions offered to them. The results of the study. The regions of the Russian Federation with the greatest need for teachers and psychologists have been identified. Based on the statistical significance in the collection of text documents, the most demanded skills of teachers by employers are identified: methodological development and design of an individual educational route (0.167), work with children with disabilities (0.144), organization of the educational process (0.089). For vacancies of psychologists, the most significant were: work on investigative actions (0.319), methodical work in an educational organization (0.187), psychological and pedagogical support for successful development and training (0.129). The main meanings governing professional pedagogical activity are more focused on meta-skills based on the values of inclusion and continuous improvement of education, as well as on flexible skills (Soft skills) that increase competitiveness in various fields of pedagogical activity. In the vacancies of psychologists, professional skills (Hard skills) are relevant, applicable in specific areas, which somewhat narrows the scope of professional implementation. Conclusion. The results of the empirical study allow for considering job vacancy advertisements as one of the communicative tools of educational marketing. Analyzing the significant professional skills from the employer's perspective will enable the development of recommendations for the development of professional communication for teachers, which can be considered in the system of continuous professional education, as well as in regulating interaction within the educational environment. Automated analysis of job vacancies can become a successful interactive diagnostic tool for educational marketing, necessary for the development of the educational space and the improvement of the competitiveness of educational institutions.