Vol.10, No.2, May 2021.                                                                                                                                                                                    ISSN: 2217-8309

                                                                                                                                                                                                                         eISSN: 2217-8333


TEM Journal



Association for Information Communication Technology Education and Science

Communicating a Sales Job to Occupational Changers: A Qualitative Content Analysis of
Online Job Advertisements


Gerriet Hinrichs, Henning Bundtzen


© 2021 Gerriet Hinrichs, published by UIKTEN. This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 License. (CC BY-NC-ND 4.0)


Citation Information: TEM Journal. Volume 10, Issue 2, Pages 853-857, ISSN 2217-8309, DOI: 10.18421/TEM102-45, May 2021.


Received: 10 February 2021.

Revised:   15 April 2021.
Accepted: 20 April 2021.
Published: 27 May 2021.




This paper analyses insurance companies’ online communication to potential occupational changers into sales by a qualitative content analysis of corresponding online job advertisements. Since the addressees do not know this job in detail, a realistic job preview was expected. In the structuring part of the content analysis, the main categories of the online job advertisements were determined first, after which the summarizing part shows the contents in a first and second reduction. It turns out that neither the tasks nor the requirements or compensations are described sufficiently to enable potential candidates to assess their interest or suitability.


Keywords –Online Job Advertisements, Occupational Change, Recruiting.



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