Labour Market Expectations Towards HR Professionals: Insights from a Content Analysis of Job Advertisements

Abstract

Context: The rapid technological, economic and societal transformation of the labour market significantly shapes employer expectations, particularly in knowledge-intensive fields such as Human Resources (HR). Digitalisation, growing sustainability requirements and globalisation have increased the value of transferable competencies that support adaptation to continuous change, while industry-specific knowledge such as HR software proficiency, familiarity with labour law or data-driven decision-making has become equally indispensable. Although several international forecasts (e.g., World Economic Forum, OECD, Cedefop) highlight similar trends, few domestic studies examine how these appear in concrete labour market expectations, especially for HR professionals. Clarifying these expectations provides valuable insights for individuals considering an HR career and for career guidance practitioners who support them.

Approach: This study aimed to identify the competency requirements explicitly formulated in job advertisements for HR roles, compare them with international labour market forecasts and illustrate the internal diversity of the HR profession. We collected 618 online job advertisements in February–March 2025, of which 504 met the inclusion criteria and were analysed using quantitative and qualitative methods. The analysis focused on job categories, organisation types, required qualifications, work experience, language skills and the competencies explicitly listed in the postings. Examining competency requirements across different HR roles enabled us to identify patterns that may inform career guidance processes.

Findings: Results show that communication skills, accuracy, problem-solving ability, flexibility and digital competencies (e.g., MS Office, HR software) appear as core expectations across nearly all HR roles. These findings align with international forecasts that emphasise transversal skills, continuous learning and adaptability as key to labour market success. Language proficiency particularly English interpersonal skills, customer orientation and leadership abilities also feature prominently, especially in strategic and managerial positions within HR.

Conclusion: The study provides evidence-based insights that can directly support career guidance and counselling in the HR domain. It identifies the fundamental competencies required across HR positions, while also highlighting role-specific expectations that distinguish different HR specialisations. The results underscore the importance of realistic, well-informed career planning for individuals interested in HR, given the profession’s growing complexity and internal differentiation. By offering a structured overview of the skills valued by employers, the study supports career guidance practitioners in helping individuals assess their strengths, identify areas for development and navigate diverse HR career paths.