Employer activity in public television in the age of automation: employer branding, recruitment channels, selection processes, skills and professional profiles in demand

Abstract

This research delves into the employment activity carried out by public broadcasters in Europe in the current context of development of generative artificial intelligence, analyzing the recruitment channels used, the selection processes followed, the most demanded professional skills and profiles, current job offers, and the procedures for creating an employer brand. The methodological design to achieve these purposes requires a phased execution based on the application of a methodological triangulation of qualitative techniques. The proposals of 10 European public broadcasters are analyzed, which are complemented by in-depth semi-structured interviews with those responsible for innovation or technology on behalf of these corporations. The results reveal that the proliferation of offers for digital positions does not imply a fading of traditional ones, and that these technological employment opportunities are mainly related to data engineering, cybersecurity, big data and cloud management processes, and only in isolated cases. they are tied to specific machine learning or AI functions. The findings also show that interpersonal skills such as adaptability to change prevail over the eminently technical ones, and that broadcasters seek a competitive advantage in the disputed market of talent by building their employer brand and optimizing their recruitment portals.