Off to Market We Go: A Content Analysis of Marketing and Promotion Skills in Academic Librarian Job Ads

Abstract

This exploratory study analyzed the presence of marketing and promotional responsibilities and qualifications listed in selected job advertisements for academic librarians. A content analysis was employed to analyze job advertisements for academic librarians who possessed marketing, promotion, public relations, outreach, and liaison skills. Job advertisements were selected from January 2000 to December 2010. A total of 149 advertisements were analyzed. The authors found that promotional responsibilities were advertised across the 10-year period, but marketing responsibilities were not. Prior promotional and marketing experience was not widely required. Some libraries advertised marketing librarian positions with responsibilities such as branding and social networking. The findings from this study may be useful for librarians and those in management positions who are interested in creating positions with promotion and marketing duties as this study outlines job responsibilities and required qualifications.